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
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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