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Eyeblaster at OMExpo Latino 2010 Carlos Medina (Country Manager - Eyeblaster Brasil) presentation at OMExpo Latino 2010. Simple, Efficient and Sucessful strategies for your Digital 2.0 Campaign. São Paulo - Brasil.
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© 2009 Eyeblaster. All rights reserved
MediaMind - Changing the Rules of Engagement
Simple, Efficient and Successful Strategies for your
Digital 2.0 Campaign
Carlos MedinaCountry Manager - Eyeblaster Brasil
+55 11 8820 1294
© 2009 Eyeblaster. All rights reserved
Credentials…
eyeblaster : more than 10 years managing
and serving digital campaigns solutions
(Rich Media, Standard, Search and Mobile)
- 37 offices in 26 countries
- 2.500 agencies and more than
7000 brands.
© 2009 Eyeblaster. All rights reserved
MediaMind - Changing the Rules of Engagement
Simple, Efficient and Successful Strategies for your
Digital 2.0 Campaign
Carlos MedinaCountry Manager - Eyeblaster Brasil
+55 11 8820 1294
© 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Shortening...
your digitalimproove
actions 2.0
How to
© 2009 Eyeblaster. All rights reserved
Current Scenario
According to Erik Qualman author of Socialnomics only
Of the people are influenced by traditional advertising
© 2009 Eyeblaster. All rights reserved
CTR from the majority of digital campaigns is getting near
And that’s a global trend... What we must do to get user’s attention?
Current Scenario
© 2009 Eyeblaster. All rights reserved
© 2009 Eyeblaster. All rights reserved
© 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Digital Campaigns
don’t rely exclusively
in the creative
professionals in order
to obtain maximum
blasting results.
© 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
There are interactive
marketing technologies
specialized in measuring,
delivering and optimizing
your message.
© 2009 Eyeblaster. All rights reserved
Traditional Digital Campaign Flow
CREATION
MEDIA PLANNING
PLAN-BRIEFING PUBLISH RESULTS
© 2009 Eyeblaster. All rights reserved
Digital 2.0 Campaign
A
CF
HSUCESS
METRICS
BCOMPLETE
PLATFORM
RICH
MEDIA
D DINAMIC ADS
E SOCIAL MEDIA
INTEGRATION
CONVERSION
TAGS
G BEHAVIORAL
TARGETING
ADS
OPTIMIZATIONCREATION
MEDIA PLANNING
PLAN-BRIEFING PUBLISH RESULTS
© 2009 Eyeblaster. All rights reserved
Sucessful Metrics
For Digital Media
© 2009 Eyeblaster. All rights reserved
Sucessful Metrics
• CHALLENGE: Create an automatic optimization
criteria
• OPPORTUNITY:
• First you need to set your goal and then decide the
type of metric will be used
• Now you can improve your campaing in real time.
• With no mistakes, since you have set the road to
where you wanna take your digital campaign.
© 2009 Eyeblaster. All rights reserved
Sucessful Metrics
• Product Launch Campaign:
• GOAL: Expose the product to new stakeholders
• SUCESS METRIC: View the Video, Access to the
Product Website, Interaction With the Ad (In-Game
Banner), Dwell Time...
• Branding: Expousure Ad Time, Dwell Time, Reach &
Frequency
• Promotion: visits to site?, CTR?, new sign ups
© 2009 Eyeblaster. All rights reserved
completeplataform
© 2009 Eyeblaster. All rights reserved
Complete Plataform
• CHALLENGE: Unite optimization actions and report
data to understand the conversion funnel.
• OPPORTUNITY:
• Measure all digital disciplines with only one tool.
• Easy implementation and management
• Consolidate your data
• Measure the right and effective way. No data
duplication or conversion overlap
© 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
BUY
RESEARCH
CLICK
Perceived Path to Conversion
INTERACT
SEE
Actual Path to Conversion
© 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
© 2009 Eyeblaster. All rights reserved
rich media
© 2009 Eyeblaster. All rights reserved
Rich Media
• CHALLENGE: Get Noticed and Convert Users
• OPPORTUNITY:
• Innovative Formats that get your attention and allow
the insertion of premium and relevant content
• Access interactive metrics
• CTR is not the way to go here
• You can solve your clients problem inside the
banner. You don’t have to take him to the landing
page
© 2009 Eyeblaster. All rights reserved
In-Banner
Conversions
Rich Media
© 2009 Eyeblaster. All rights reserved
rich media » eyeblaster research
© 2009 Eyeblaster. All rights reserved
In-banner Conversions
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
© 2009 Eyeblaster. All rights reserved
Groundbreaking Ad Formats
Mapas no banner
WebcamIntegração mobile Livechat
Upload Widgets
Mash Up Ads
Compra no banner
Anuncios sincronizados
HP Take OversAnúncios dinâmicos
Jogos
HD Video
Vídeo Adhoc
Sidekick
Captura de dados3D
Alpha vídeo
RSS
Vídeo Interativo
© 2009 Eyeblaster. All rights reserved
Examples of innovative formats
http://creativezone.eyeblaster.com
© 2009 Eyeblaster. All rights reserved
dinamic ads
© 2009 Eyeblaster. All rights reserved
Dinamic Ads
• CHALLENGE: Create a tool to feed and update the ad
in a dinamic fast operational process
• OPPORTUNITY: A XML file feeds a flash template
and create as many banners as necessary with
dinamic info
• Sincronized Information: between the publisher and
your creative department
• Fast-going campaign update and real-time inventory
and information control
© 2009 Eyeblaster. All rights reserved
Dinamic Ads
<?xml version="1.0" encoding="ISO-8859-1"?>
<!-- Edited by XMLSpy® -->
<CATALOG>
<CD>
<TITLE>Empire Burlesque</TITLE>
<ARTIST>Bob Dylan</ARTIST>
<COUNTRY>USA</COUNTRY>
<COMPANY>Columbia</COMPANY>
<PRICE>10.90</PRICE>
<YEAR>1985</YEAR>
</CD>
<CD>
<TITLE>Hide your heart</TITLE>
<ARTIST>Bonnie Tyler</ARTIST>
<COUNTRY>UK</COUNTRY>
<COMPANY>CBS Records</COMPANY>
<PRICE>9.90</PRICE>
<YEAR>1988</YEAR>
</CD>
<CD>
<TITLE>Greatest Hits</TITLE>
<ARTIST>Dolly Parton</ARTIST>
<COUNTRY>USA</COUNTRY>
<COMPANY>RCA</COMPANY>
<PRICE>9.90</PRICE>
<YEAR>1982</YEAR>
</CD>
…
You can change in the ad:
images, animations, flash,
background colors, texts,
destinations links, fonts and
more.
IMAGETitleArtistCompany
PRICE
© 2009 Eyeblaster. All rights reserved
Dinamic Ads » Example
Other examples: http://creativezone.eyeblaster.com
© 2009 Eyeblaster. All rights reserved
social media
integration
© 2009 Eyeblaster. All rights reserved
Social Media Integration
• CHALLENGE: Presence in Social Media with the right
message creating awareness with the users
• OPPORTUNITY:
• 95% of the online population in LATAM have at least
one Social Media Profile*
• Create viral capabilities inside a traditional campaign,
facilitating user shareability and engajement
* FONTE: InSites Consulting, March 2010
© 2009 Eyeblaster. All rights reserved
Widget Ad » Nike example
Nike
© 2009 Eyeblaster. All rights reserved
Widget Ad » Example Report
© 2009 Eyeblaster. All rights reserved
conversion tags
© 2009 Eyeblaster. All rights reserved
Conversion Tags
• CHALENGE: Measure activities after publishing the
campaign
• OPPORTUNITY:
• Measure navigation inside the advertiser website, with
post-impressions or post-click report.
• It’s not = WebAnalytics. It’s action-driven data from
the specific campaign
• Measure all Indirect Conversions
© 2009 Eyeblaster. All rights reserved
Convertion Tags
1. The Ad is Viewed
2. A Cookie is inserted in the user machine, with
info about the ad that was displayed
3. User closes the browser and shutdown the
computer
4. The user visits the advertiser website typing
the URL in the browser
5. The conversion tags are interpretated
6. User ‘s cookie + conversion tag info are
sent to Eyeblaster’s servers
7. User Navigates in the Website
8. User Convert (indirect).
© 2009 Eyeblaster. All rights reserved
automatic
optimization
© 2009 Eyeblaster. All rights reserved
Automatic Optimization
• CHALLENGE: Deliver the ads that had the best
performance on each placement
• OPPORTUNITY:
• When you create your campaign different versions of
the same banner can help you boost results
• It’s not necessary to create lots of creative lines. That
costs a lot. You can perform small changes in
creation, such as background color and images sizes,
that can have different levels os awareness from the
user.
© 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Ad 1
Ad 2
Ad 3
33
% S
OV
33
% S
OV
33%
SO
V
Day 1 Day 2
2% CR
0.8% CR
0.5% CR
High % SOV
Low % SOV
Optimize the Ads based on
your KPI’s
• The best CTR
• Interactive Rate
• Dwell Time
• Conversions
Updates every 8 hours
based on the previous
rules.
© 2009 Eyeblaster. All rights reserved
targetingbehavioral
© 2009 Eyeblaster. All rights reserved
Behavioral Targeting
• CHALLENGE: Deliver Relevant Ads to the Users
• OPPORTUNITY:
• Deliver different ads to different users, according to
their level of interaction towards the campaign, brand
or action.
• What can be used? Click, visits, visualization of
videos, Dwell time and more
© 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
• Re-target Ads regarding a previously behavior from another campaign
• Cross-sell / Up-sell to maximize ROI
• Create um valuable user database
» Who never visited your site
» Who Visited your site
» Who’s a participative and active user
• User Interaction that Determines the next Ad Sequency
• No limits to the amount of ads
• Raise your convertion rates
DejaVu Re-targeting Sequencial Behavioural
During the CapaignBefore the Campaign
1st imp 2nd imp 3rd impPrior to Impression Ad
Unknown
Site Visitor
Participant
© 2009 Eyeblaster. All rights reserved© 2009 Eyeblaster. All rights reserved
Operational
process don’t
need to be hard
and problematic
© 2009 Eyeblaster. All rights reserved