Transcript Why_2

Dean Donaldson
4th June 2007
WHY
the world stopped clicking…
The rise of interaction metrics and the importance of pre-click activity
TIMELINE OF RICH MEDIA ADVERTSING
Floating ads achieve over 5% CTR
100%
90%
Broadband
Penetration
In-game video ads
80%
70%
60%
‘Pre-Roll’ ads before
online video content
“5%”
Video now standard
across all formats
50%
40%
30%
20%
% of ads
using video
Mobile & IPTV
First 2MB
Video Ad
Eyeblaster
launches the
‘Floating Ad’
10%
0%
2001
www.eyeblaster.com
2002
2003
2004
2005
2006
2007
2008
2009
2010
[index]
VIDEO OPPORTUNITIES
In-Banner
BBC Ideal
In-Stream
Virgin ShowBiz
In-Game
Quake
 Additional content can be
navigated within the video
 Solution that plays video ads at
any time within site’s content
 Stream video advertising before
or during an online game
 User controls the experience
 Can be served alongside
‘Companion Ads’ for impact
 Can include fully trackable
rich media interactivity
 Multiple streams within ad
www.eyeblaster.com
[index]
TIMELINE OF RICH MEDIA ADVERTSING
User ‘click stream’ within advertising formats
100%
Offline video & sponsorship
90%
InGame video
80%
60%
40%
“5%”
30%
Eyeblaster
launches the
‘Floating Ad’
Cross-Channel
advertising
First 2MB
Video Ad
Desktop applications
Cross-Network advertising
Behavioural & Sequential ads
10%
Rise of the ‘Smart Ads’
N O N – B R O W S E R
0%
2001
www.eyeblaster.com
% of ads
using video
Mobile
& IPTV
Video now standard
across all formats
50%
20%
InStream interactive
video within player
‘Pre-Roll’ ads before
online video content
70%
Broadband
Penetration
2002
2003
2004
2005
2006
2007
2008
B A S E D
2009
2010
[index]
INTERACTIVE FUNCTIONALITY
Synchronised
Lynx Click
Behavioral
Levi’s
Dynamic Data (XML)
Canon EOS
 Multiple ad units seamlessly
interact across a page
 User interactions determine what
ad is shown next
 Live data fed into the ad
 Works like a page ‘mask’
 Unlimited creative ‘paths’
 Optional personalisation
www.eyeblaster.com
 Updateable ad content
[index]
 KEY FACT: Data Capture regularly
achieves higher uptake on Mail Portals
 11% of initial respondents went on to give
further details in subsequent screens
 1% started process – same as clicked thru
 Higher rates could have been achieved
if the data request fields were higher
www.eyeblaster.com
[index]
VIDEO: A POWERFUL BRANDING TOOL
Online video has shown to uplift branding by up to 5x
 Online brand advertising predicted to
surpass search in 2007
– Up 25% in 2006 to $11.7 billion
Source: Dynamic Logic Marketnorms, Q4 / 2005, CNET 06 / 2006
www.eyeblaster.com
[index]
OVERALL: FORMAT COMPOSITION
Standard Banner
45%
Polite Banner
Intrusive Advertising
Floating Ad
40%
Expandable Banner
Other
35%
User Initiated
2006 / 2007
30%
25%
20%
Overlay to Ad
15%
10%
5%
Synchronised
0%
H1 '04
www.eyeblaster.com
H2 '04
H1 '05
H2 '05
H1 '06
[index]
OUT-OF-BANNER FORMATS
Floating
John Lewis
 Ads display on transparent layer
over page
 Works within dimensions
specified by sites
www.eyeblaster.com
Expandable
Adam Corolla
 Multiple panels and/or floating
ads launch from banner via
click, mouse-over or autoinitiation
Floating Expandable
Audi A3
 Floating ad to banner
 Banner can include additional
multiple expandable panels
[index]
CTR: OVERALL vs VIDEO ADS
Dropped from 5% to less than 1% in 5 years
3.50%
CTR
3.00%
CTR (v ideo)
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
H1 '04
H2 '04
H1 '05
H2 '05
H1 '06
H2 '06
H1 '07
MEDIA FIRSTS:
“What new format or feature can you recommend that will get me the best click-thru rates?”
www.eyeblaster.com
[index]
REASONS FOR CHANGE
The online audience has matured
 Change of user habits
– More habitualised in the way they consume and engage with content
– More resilient to be enticed to leave their comfort zones by clicking away
– The threat of spyware and viruses and the trend towards pop-up blockers
 Novelty value
– Over use of intrusive advertising created saturation
– Slow down on new formats as publishers standardise all inventory
– Increased regulation of frequency capping and close buttons
 Personalised experience
– Users now more likely to choose how to receive relevant content
– More inclined to be entertained in their chosen environment
www.eyeblaster.com
[index]
MEDIA: CONSUMPTION TRENDS
Consumer’s use of media is changing
 TV USE: 4.5 hrs per day (or 135 hrs mth)
– Viewing habits no longer predictable due to audience fragmentation
 WEB USE: 2 hrs per day (or 60 hrs mth) – 40% of TV
– 2hrs per month of web use is now spent watching online video – 1 day / month
– 51% of Internet Users view online video monthly
 DAY PARTING: web usage is evenly spread across the day
– Dominates TV in at-work media use
– Second only to TV which is slightly higher in evening
 CROSSOVER: 20% consume TV and web media simultaneously
– Users ever more demanding control of how and when they want to engage
– Web users tend to have higher spending power over TV users
Source: OPA Media Consumption, Q2 / 2006; eMarketer 10 / 2005 & 06 / 2006
www.eyeblaster.com
[index]
FROM PULL – “Traffic Drivers”
Trying to pull the users to your website
YAHOO!
MSN
WEBSITE
AOL
www.eyeblaster.com
– Average CTR is below 0.3%
– Clicks are not pre-qualified
ORANGE
[index]
TO PUSH – “Smart Ads”
Pushing content to the user, exactly where they are
YAHOO!
MSN
WEBSITE
AOL
– Average dwell time is
about one minute
www.eyeblaster.com
ORANGE
[index]
BRAND RESPONSE ADVERTISING
For Users
For Clients
For Publishers
… Enhanced Experience
… Meaningful Metrics
… Permanent Presence
 Delivers content direct to the
user where they are
 Provides a fully measurable,
immersive brand experience
 Negates need for user to leave
the publisher site
 Offers choice to the 90%+ users
who don’t click-thru
 More interactions means better
ROI analysis
 Provides greater real-estate
and file size for interactivity
 Results prove interaction
overrides typical ad timeout
 Can be fully integrated with
client’s site back-end
 Publishers benefit from
co-branding opportunities
www.eyeblaster.com
[index]
INTERACTIVE FUNCTIONALITY
Synchronised
Lynx Click
Behavioral
Levi’s
Dynamic Data (XML)
Canon EOS
 Multiple ad units seamlessly
interact across a page
 User interactions determine what
ad is shown next
 Live data fed into the ad
 Works like a page ‘mask’
 Unlimited creative ‘paths’
 Optional personalisation
www.eyeblaster.com
 Updateable ad content
[index]
RESPONSE: SHADES OF GREY
Engagement
 Impression
– Post
Impression
Activity
(Sub-Conscious
Acknowledgement)
No Awareness
(No
Conscious
Acknowledgment)
 Interaction
Click-Thru
– Pre-Click
Post-ClickActivity
Activity/ (Conscious
Post-Interaction
Acknowledgement)
(Active Involvement)
?
 Call to Action
– Required Response (Conscious Decision)
– Information Request / Data Capture / Physical Purchase
www.eyeblaster.com
[index]
PRE-CLICK INTERACTIVITY TRACKING
Get a full view of your campaign success
 BEST PRACTICE: Track all elements in an ad
Test Drive
Brochure Request
Main Click
Rotate
More Information
www.eyeblaster.com
[index]
www.eyeblaster.com
[index]
JUSTIFY YOUR CAMPAIGN SUCCESS
www.eyeblaster.com
[index]
MUD SLINGING
A. Don’t own a Honda but
have seen the TV ads
C. Recently downloaded
a Honda brochure
D. Has just had
a test drive…
www.eyeblaster.com
B. Already own a Honda and
actively looking to replace
[index]
PLAN YOUR NEXT MOVE
www.eyeblaster.com
[index]
INTEGRATED DIGITAL MARKETING SOLUTIONS
CHANNELS
MOBILE
Advertising
Campaign Manager (ACM)
Rich Media
Platform (RMP)
 Rich Formats
WWW
GAMING
– Out of banner
– In banner
– In stream
All Display
Advertising
 Standard Formats
– Standard
Display Ads
– Classified
Ads
 Other
– Search
– Email
IPTV
PLAN
www.eyeblaster.com
TRAFFIC
& SERVE
TRACK &
REPORT
OPTIMISE
UNIFIED
ANALYTICS
[index]
CROSS CHANNEL ANALYTICS
By using the weights center, the planner can view the customer journey,
from display and search channels, resulting in a completed transaction.
1
TV Display Ad
CAMPAIGN
40%
3
5
10%
Display Ad “Book
a Test Drive”
DISPLAY
SALE!
UNIFIED
Tracking
System
Day 1
2
Day 5
10%
“Cheap Car
Insurance”
www.eyeblaster.com
Display Ad on
Insurance site
4
Day 10
Day 15
40%
“Reviews of Honda
Civic”
SEARCH
[index]
THANK YOU
your time is appreciated
A copy of this CD is available upon request