Misadventures of the boring old banner

© 2008 Eyeblaster. All rights reserved

Misadventures of the boring old banner..

Nov 11th , 2008Jordan KhooDirector, SE Asia

© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved

About Eyeblaster

• Leader in Rich Media Internet advertising & tracking services ( NY Based, 18 offices, 34 countries - In all key markets)

• First to be accepted with Yahoo, MSN on a global level

• Over 500 agencies partner(GroupM, Starcom, Universal Mccann / Initiative, Zenith, OMD, Ogilvy, Mccann Worldgroup, Leo Burnett, ARC, Publicis, etc)

• More than 3,000 web publishers enabled(Friendster, CNN, MTV, BBC and many more)

• 30,000++ campaigns successfully implemented( IBM, Disney, Coca-Cola, Toyota, Panasonic, and many more)


“he clicks me

he clicks me not”


audience time30%


marketing budget<2%


what are the

biggest barriers to online

investment?


insufficient metrics52%clickthe


TIMELINE OF RICH MEDIA ADVERTSING

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Rise of the ‘Smart Ads’

Behavioural & Sequential ads

Broadband Penetration

%of ads using video

In-game video ads

Mobile & IPTV

Eyeblasterlaunches the‘Floating Ad’

Video now standard across all formats

‘Pre-Roll’ ads before online video content

First 2MB Video Ad

Cross Channel Advertising

Floating ads achieve over 5% CTR

http://demo.eyeblaster.com/Demos/Xerox_Brainstorm/index.htm

http://www.eb-ingames.com/Demos/ingames_demo.html

http://demo.eyeblaster.com/Demos/zippo/zippo_f.htm

http://demo.eyeblaster.com/Demos/BMW_1_Series/index.htm


CTR: OVERALL vs VIDEO ADS

0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%

H1 '04 H2 '04 H1 '05 H2 '05 H1 '06

CTRCTR …

Dropped from 5% to less than 1% in 5 years


REASONS FOR CHANGE

• Change of user habitsMore habitualised in the way they consume and engage with content The threat of spyware and viruses and the trend towards pop-up blockers

• Novelty valueOver use of intrusive advertising created saturationIncreased regulation of frequency capping and close buttons

• Personalised experienceUsers now more likely to choose how to receive relevant contentMore inclined to be entertained in their chosen environment

The online audience has matured


BRAND RESPONSE ADVERTISING

Enhanced Experience Delivers content direct to the

user where they are Offers choice to the 90%+

users who don’t click-thru Results prove interaction overrides typical ad timeout

For Users For Clients

Meaningful Metrics• Provides a fully measurable,

immersive brand experience

• More interactions means better ROI analysis

• Can be fully integrated with client’s site back-end


CHALLENGING PERCEPTIONS

• Deliver content to the user without the need to leave the publisher’s site

• Adopt more interactive functionality e.g. behavioural to complement video

• Push the brand experience and expect shortened conversion cycles• Don’t trust click-thru as a way of justifying campaign success• Find metrics to measure campaign success from Branding to

Response

Be prepared to justify a 0% CTR!

The changing face of online advertising


PRE-CLICK INTERACTIVITY TRACKING

Get a full view of your campaign success

Strength(Mouse Duration)

Floor It(Unique user

Interaction Rate)

http://demo.eyeblaster.com/Demos/showcase1106/uk/mini/start.htm


PLAN YOUR NEXT MOVE


CTR

IR

ExpansionRate

Expansion Duration

Interaction Duration

User initiated Expansion

Full Play Rate

Video startRateVideo Average

DurationVideo 50%

Played Rate

Video FullyPlayed Rate

Video Mute Rate

Post ClickConversion Post Click

Average Latency

Unique Interacting Users

Unique Video Viewer

Tracking beyond the click


Laying the right foundation ..

18

What’s the campaign objectives? What is the purpose of your campaign: Direct response - Take users to a website?

CTRData capture

Branding : Keeping users engaged? o Brand interaction: Interaction rate )active engagement( , interaction duration

o Expandable: expansion rate, expansion duration o Video: Video started, video duration

Make sure the team knows the right questions to ask!!


VS.

Ad #1 Ad #2

Which Ad is Better?

Interaction rate: 120% Interaction rate: 3%

Two Successful Ads, Two Different PurposesYou need to understand the purpose of the ad and see the entire

picture to be able to evaluate performance

You Need to See the Big Picture to Evaluate Effectively

Click-thru rate: 3.17%Click-thru rate: 0.43%

#of interactions in the ad: 20 #of interactions in the ad: 1


Improving your campaigns …

20

Creative optimisationConversion, interaction, clicks

Behavioural TargetingSequential, Interaction

Re-targeting Déjà-Vu

Conversion tracking


BUY

Be There — Every Step of the Way

RESEARCH

CLICK

Perceived Path to Conversion

INTERACT

SEE

Actual Path to Conversion


Case Study )July ‘06 – May ‘07(One advertiser

25 major campaigns over 1 year340 million impressions

17 publisher sitesOver 130 post click activity opportunities tracked

Key finding: Interactions drove more conversions than clicks by 4:1

80%

20%

Origin of Conversion

Impressions basedClicks based

© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reservedSource: HR Magazine ‘07 / Design Council ‘07

Case studies

http://creativezone.eyeblaster.com/


Coke Video Wall


EU Tobacco )Multi( – Behavioural

93% of interactors saw second sequenced advert Those who saw second advert were positively

inclined towards click thru

http://demo.eyeblaster.com/Europe/Dean/Examples/EU_Tobacco/index.htm

http://demo.eyeblaster.com/Europe/Dean/Examples/EU_Tobacco/index.htm


Inspirations : Think out of the banner?

GH

http://www.grupow.com/w_k/banner/alpha/alpha_hawaii.html


What can I do today, NOW?

Games and QuizzesMulti-user ApplicationsData CollectionViral Marketing )Send to a Friend(Text/SMS and Email RemindersBanner ChatEcommerceDynamic DataPollingExtension of microsites


So...Users don’t click )or want to be redirected(

Interactions offer measurable brand value plus drive more conversionsRich media ads offer everything a microsite offers

Therefore...Why invest time and effort in a microsite / landing page, or in traffic-driving ads?

Instead, why not create ads aimed at delivering brand experience, where users can subsequently convert in their own time...

Make the ad become the micrositeGive users a range of interaction opportunities; videos, games, downloads, data capture,

reminders, upload etcMake interactions deliberate; no auto-starting video etc

Keep a small but obvious clickthroughMeasure any subsequent activity from within the Eyeblaster reporting platform

Creative Conclusions


SummaryValue of clicks is diminishing

50% of all clicks generated by same 6% of users )Starcom USA, Tacoda & comScore 2008(

CTRs dropping

Eyeblaster case study: 1 advertiser, 1 year, 25 campaigns, 340M impressions20% conversions were post-click, 80% post-impression

Majority of attributable conversions involved no click at all

Best PracticeDon’t make it difficult to interact – but always make it deliberate

Don’t use display for search objectives: Search takes the user to the contentDisplay can take the content to the user

Feel free to involve us in concept discussions!


6.5

3.6 3.2

18.1

8.27.3

10.1

5.0 4.53.2

2.2 1.92.9

1.9 1.7

02468

101214161820

Source: Dynamic Logic MarketNorms aggregated up to Q1/2006

gif/jpg Rich Media Video

Deltathe point difference between control and exposed )exposed% - control %(

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

The Value of Rich Media and Online VideoAds With Video Outperform Other Creative Options

Aided Brand Awareness – Measures respondents’ familiarity with the brandOnline Ad Awareness - Measures the extent to which respondents recall seeing the online advertisingMessage Association - Measures the extent to which respondents can match the creative messaging to the brand versus its competitorsBrand Favorability - Measures respondents’ opinion of the brandPurchase Intent - Measures respondents’ likelihood to consider purchasing the advertised product or service


New ConceptsUser Initiated In Stream Video, Full HD and Widget ads


Integrate a widget in a campaign

Share this movie with your friends

Rich media ads are served as part of a campaignA widget element can be posted from the ads to any of the social networks and be shared among friends

Analytics combine distribution and rich media measurements from the campaign and from the widget


Creativezone.eyeblaster.com

[email protected]: +60123037179

Thank You !

mailto:[email protected]

Documents

Misadventures of the boring old banner