Case Study and Understanding Reporting. Case Study Eyeblaster Marketing Mid Campaigns Analysis (US and UK) October 2007 Campaign Objectives Branding

Case Study and Understanding

Reporting

Case Study Eyeblaster Marketing Mid Campaigns Analysis (US and UK) October 2007

Campaign Objectives

Branding Eyeblaster and ACM product

Leads generator for Eyeblaster’s sales

Unique campaign structure:

User experience resembled a game

Long duration of ads

High number of custom interaction (~30)

How do we measure success?

User initiated expansion rate

Interaction rate

Case Study Eyeblaster Marketing Mid Campaigns Analysis (US and UK) October 2007

350

350

2,7962,796

3,4523,452

5,0035,003

164,531 164,531

306,281 306,281

757,788 757,788

Total Expansions

Unique Viewers

Impressions

# of “play” button

# of “video started”

# of completed participants

# of correct answers

Video start rate (0.19% US and 4.71% UK) is low in comparison with the benchmark

User experience flow and analysis

Excel™ plug-in

DetailedReports

CampaignMonitor

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EyeblasterAnalytics

Campaign Monitor

Overview of campaigns with Dashboard

Detailed reports

Detailed reports on each campaign

Excel™ plug-in tool

In-depth look at results in format you need

MONITOR ANALYZE INSIGHTS

Eyeblaster AnalyticsNew reporting overview

Advanced MetricsUnique Viewers & Engagement Indicators

Unique Viewer Metrics – market to people, not eyeballs Impressions Clicks Interactions Panel expansion Video playback

Video playback Including multiple assets per ad

Panel Expansion At panel level allowing for easy comparison across

different ads


Publisher Unique Overlap Measure the number of exclusive unique users each

publisher contributes to campaign

Format performance comparison See which format is performing the best… expandos,

polites, standard banners, all the way to measuring ROI

Interaction At interaction level allowing for easy comparison across

different ads

Performance by frequency – plan & optimize capping

Impressions Clicks Interactions Expansions Durations

Better plan your frequency capping based not only onunique users, but on several performance measurements


High expansion rate for both campaigns 24%) benchmark (15%)

Attracted users attention from 757,788 imps 24% ‘joined the ride’

Case Study Performance AnalysisMid Campaigns Analysis (US and UK) October 2007

Served Imp. by Ad Formats - US + UK

657,042

1,761 33,94342,049

Standard Banner Regular expandable banner (exclude ad 545996 – 160X600 UK)Expandable banner – ad 545996 - nmaTracking Pixel

89% of the impressions were expandable banners. This format produced 64% expansion rate in UK and 21% expansion rate in US.

US - FormatImpressio

nsUser Initiated Exp

Rate Interaction Rate

expandable banner 728x90 310,040 20.48% 78.55%




UK - FormatImpressio

nsUser Initiated Exp

Rate Interaction Rate




Case Study Performance AnalysisMid Campaigns Analysis (US and UK) October 2007

The best performing format was expandable banner 728x90. Producing the highest expansion and interaction rate. Which follows the entertainment vertical trends in EB 2006 benchmark

Case Study Performance AnalysisPublisher Stats

Publisher Impressions

Unique impressions

Avg. Frequency

Expansion Rate

Adotas.com 41,788 18,418 2.26 35%

Watershed Publishing

133,714 42,263 2.89 31%

Mediapost 60,908 35,033 1.73 31%

iMedia Connection

152,552 48,390 3.15 23%

ClickZ 84,957 47,868 1.77 19%

Case Study Performance AnalysisData Capture

The data capture feature ‘tell a friend’ provided quality feedback about the campaign and provided names for potential new customers.

Some of the ‘Tell A Friend’ quotes:

“thought this was a pretty cool micro site”

“look at this ad...this is called rich media”

“hi dude have a look at this its clever and innovative advertising...for the web...something we could incorporate…perhaps???”

“Now this is a "Platform"... a subway platform, and an excellent testimonial from their clients. Very consistent and creative”

“D-interesting approach to a contest....quiz forces you to interact with the eyeblaster elements…and then watch three short videos to get clues to answer the questions....might be an interesting approach”

“this is FYI (inspiration), i hope you find it interesting and inspiring”

Organized to work the way you

Easy to use with a brand new interface

Quick report generation very fast access

Top-down analysis

Simple to understand – clear and accurate,

Extensive documentation

Eyeblaster Analytics Saves You Time

Eyeblaster AnalyticsFlexible and Accessible – A la carte reporting with plug-in for

Excel Eyeblaster Analytics Plug-In for Excel – The most reliable, accessible and flexible

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Directly connected to the database

Accessible directly from Excel, up-do-date by a refresh button and available offline.

Eyeblaster AnalyticsEyeblaster offers two premium value-added services

Customized reports

Post-campaign Analysis and Insights into Campaign

A Platform for Growth

Excel Summary Report, Campaign Monitor, Dwell Time Metrics

Built-in Benchmark Data

Built-in territorial reporting for Global Campaign Management

Planning and Buying Tools

Video In-Stream Format

Reporting API

What’s coming up next?

In Game Advertising and Purpose Shot Video

New ConceptsUser Initiated In Stream Video and Mobile

Thank you

Documents

Case Study and Understanding Reporting. Case Study Eyeblaster Marketing Mid Campaigns Analysis (US and UK) October 2007 Campaign Objectives Branding