© 2009 eyeblaster. all rights reserved digital campaigns name| job title | october 2009 simplify
TRANSCRIPT
© 2009 Eyeblaster. All rights reserved© 2009 Eyeblaster. All rights reserved
Digital CampaignsName| Job Title | October 2009
Simplify
© 2009 Eyeblaster. All rights reserved
?dedichi al tuo
ad server
quantotempo
© 2009 Eyeblaster. All rights reserved
Ad Serving
Multiple Sources of Data
Too much data, not enough time
Getting Campaigns Live
Too Much Excel
Trafficking Fatigue
Publisher SpecsCampaign Performance Delivery
Complex AnalyticsAgency Profitability
Cross Channel Measurement
No Time For Strategy
Little Time for Optimisation
Reporting
Not User Friendly
© 2009 Eyeblaster. All rights reserved
lavoropiù
meno tempo
sforzopiù
© 2009 Eyeblaster. All rights reserved
Il primo passo è ammettere…
Tecn
ologia
non fless
ibile
Dysfunctiona
l Campaign
Process Analytic Complexities
problema…che abbiamo un
© 2009 Eyeblaster. All rights reserved
Le cose sono più dure di quello che dovrebbe essere.
© 2009 Eyeblaster. All rights reserved
?perchè
© 2009 Eyeblaster. All rights reserved
Gli adserver attuali
sono costruiti su vecchie
tecnologie
© 2009 Eyeblaster. All rights reserved
Fondazioni costruite
per il
futuro
© 2009 Eyeblaster. All rights reserved
Investito annimilioni di €Speso
Intervistato 100s
© 2009 Eyeblaster. All rights reserved
Actionable Analytics
Streamlined Ad Serving
Open Workflow
© 2009 Eyeblaster. All rights reserved
Actionable Analytics
Extracting meaning out of piles of data
© 2009 Eyeblaster. All rights reserved
Difficoltà:
risultati cross-channel in
tempo-reale
© 2009 Eyeblaster. All rights reserved
Dati aggiornatiogni 15 minuti
Campaign Monitor la finestra sulla campagna
• Analizza il comportamento dall’inizio alla fine della campagna in tempo reale
• Ottimizza al volo
• Monitora il delivery, la performance, il set-up, e altro
© 2009 Eyeblaster. All rights reserved
Difficoltà:
ottenere dati cross-channel utilizzabili senza perdere ore in excel
© 2009 Eyeblaster. All rights reserved
1-Click PowerPoint
• Sintesi della campagna in ppt
• Contenuto personalizzabile
• Completi di tavole e grafici
• Semplicità di esposizione dei dati di branding
© 2009 Eyeblaster. All rights reserved
Report predefiniti21 reports per agenzia8 reports per creatività
3 reports per sitoPermettono analisi veloci, in profondità e chiare
Nei reports sono inclusi: Delivery
Performance by frequency Unique user metrics
Engagement Video performance
Conversions Path to conversion
Cross media integration
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summary
performance totali di campagnaEyeblaster Data Total Eyeblaster
Benchmark
Served Impressions 3,298,022
Average Dwell Time 23.78
Interaction Rate 0.66 %
CTR 0.34 % CTR Rich Media:
0.56%
CTR Std Banner:
0.16%
Clicks 11,122
Unique Impressions 1,296,626
Average Frequency 2.54
Unique Interacting Users
14,544
Unique Clicking Users 10,749
Video Start Rate 41.45 % 29.86%
Unique Video Viewers 663,791
* La presentazione sintetica dei dati appare in GMT -5 EST
**I siti con più del tre per cento delle impression erogate appaiono nel grafico. 'Altro', rappresenta il restante dei siti.
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summary
metriche d’interazionePublisher Name
Served Impressions
Interaction Rate
CTR Users Average Dwell Time (Sec)
Video Started Rate
Video Average Duration (sec)
Multiplayer IT 688,966 0.39 % 0.13 % 21.66 40.32 % 22.77
Websystem Italy
625,885 0.51 % 0.22 % 21.93 49.14 % 24.77
MyAds IT 624,205 0.84 % 0.44 % 27.97 50.30 % 24.27
One Italia IT 506,525 0.56 % 0.25 % 25.56 43.10 % 24.46
Yahoo! Italy 427,956 1.24 % 0.80 % 20.77 20.97 % 23.71
MSN Italy 224,470 0.43 % 0.22 % 20.54 26.34 % 22.08
Sky Italia IT 200,015 0.79 % 0.45 % 22.86 50.30 % 24.41
Totals 3,298,022 0.66 % 0.34 % 23.78 41.45 % 23.99
* I grafici contengono i dati solo dei banner rich media. I totali valori possono differire dai totlai di Campagna
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summary
metriche d’interazione
* I migliori dieci siti ordinati per Impression erogate, in ordine decrescente
Eyeblaster benchmarks per: 1 ° trimestre'08 - 4 ° trimestre'08, l'Europa, intrattenimento
Interaction Rate CTR Rich Media Total Expansion Rate Video Started Rate
27.30% 0.56% 42.04% 29.86%
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summary
metriche d’interazione
* I migliori dieci siti ordinati per Impression erogate, in ordine decrescente
Eyeblaster benchmarks per: 1 ° trimestre'08 - 4 ° trimestre'08, l'Europa, intrattenimento
Expansion Average Duration (sec.) Video Average Duration (Sec)
63.12 67.72
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summary metriche reach
Publisher Name Unique impressions
Average Frequency
Unique Clicking Users
Unique Clicking Users Rate
Unique Interacting Users
Unique Interacting Users Rate
Unique Video Viewers
Unique Video Viewers Rate
Multiplayer IT 244,546 2.82 895 0.37 % 1,708 0.70 % 125,457 51.30 %
Websystem Italy 200,775 3.12 1,314 0.65 % 1,886 0.94 % 110,968 55.27 %
MyAds IT 303,901 2.05 2,681 0.88 % 3,546 1.17 % 183,186 60.28 %
One Italia IT 223,525 2.27 1,240 0.55 % 1,844 0.82 % 118,291 52.92 %
Yahoo! Italy 224,825 1.90 3,300 1.47 % 3,937 1.75 % 58,860 26.18 %
MSN Italy 95,961 2.34 474 0.49 % 600 0.63 % 43,115 44.93 %
Sky Italia IT 96,834 2.07 883 0.91 % 1,088 1.12 % 60,087 62.05 %
Totals 1,296,626 2.54 10,749 0.83 % 14,544 1.12 % 663,791 51.19 %
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summarymetriche reach
* I migliori dieci siti ordinati per Impression erogate, in ordine decrescente
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summary
metriche frequencyCampaign Name Frequency Served
ImpressionsCTR Interaction
RateAd Average Duration (Sec)
User Average Dwell Time(Sec)
Nome campagna 3,298,022 0.34 % 0.66 % 84.53 23.78
1 1,295,737 0.46 % 0.89 % 79.75 23.58
2 473,536 0.44 % 0.83 % 77.10 23.42
3 283,315 0.33 % 0.67 % 73.89 24.57
4 190,551 0.29 % 0.58 % 77.28 24.19
5 139,445 0.25 % 0.52 % 76.77 24.73
6+ 915,438 0.13 % 0.29 % 100.19 24.03
Totals 3,298,022 0.34 % 0.66 % 84.53 23.78
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summary
metriche frequency
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summary metriche di sovrapposizione reach tra i siti
Publisher Name
Unique Impressions
Exclusive Unique Impressions
Exclusive Unique % Out Of Unique Impressions
Overlap Unique Impressions
Overlap Unique Impressions with One Publisher
Overlap Unique Impressions with Two Publishers
Overlap Unique Impressions with Three Publishers
Multiplayer IT 244,546 214,423 87.68 % 30,123 24,433 4,523 967
Websystem Italy
200,775 171,778 85.56 % 28,997 22,548 5,123 1,119
MyAds IT 303,901 261,171 85.94 % 42,730 34,979 6,343 1,212
One Italia IT 223,525 197,456 88.34 % 26,069 20,915 4,055 912
Yahoo! Italy 224,825 192,126 85.46 % 32,699 26,055 5,315 1,128
MSN Italy 95,961 89,532 93.30 % 6,429 5,630 664 111
Sky Italia IT 96,834 87,329 90.18 % 9,505 7,928 1,247 263
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summary
metriche di sovrapposizione reach tra i siti
* I migliori cinque siti per utenti unici esclusivi in ordine decrescente
- Utilizzare questo grafico per confrontare i tassi di utenti unici deduplicati a piano
- I siti con la percentuale più alta aumentano la reach.
-I siti con percentuale più bassa aumentano la frequenza e l’esposizione.
© 2009 Eyeblaster. All rights reserved
Eyeblaster – Campaign Summary
metriche di sovrapposizione reach tra i siti
* I migliori cinque siti per utenti unici esclusivi in ordine decrescente
- Utilizzare questo grafico per visualizzare la percentuale di sovrapposizione dell’utenza unica (in rapporto tra loro) per i migliori 5 siti di visite uniche.
-La sovrapposizione degli utenti unici per sito è analizzata al 100% e vengono ripartite le diverse combinazioni.
-- ad esempio, Un sito può spartirsi utenti unici contemporaneamente con più di un altro sito - questo caso rappresenta una combinazione di sovrapposizioni con altri editori.
© 2009 Eyeblaster. All rights reserved
Made visual
• Rappresentazione grafica dei dati inclusi nei report
• Sono presenti anche Benchmarks per Industries
Eyeblaster benchmark sample
© 2009 Eyeblaster. All rights reserved
Custom report builder
• Crea il tuo report velocementeLe tue metriche preferite in un unico report.
• Gestisci i dati come meglio crediTutti i dati di cui hai bisogno da qualsiasi prospettiva.
• Una volta creato il report lo puoi adattare a tutte le campagne
Pronto per essere utilizzato con tabelle pivot.
• Apprendi di più dalla tua campagnaAlcuni campi e metriche sono solo disponibili nel CRB .
© 2009 Eyeblaster. All rights reserved
• Excel add-on scaricabile• Accedi ai dati della campagna con Excel• Crea un report con le metriche desiderate• Aggiorna solo i dati necessari
Plug in for excel
© 2009 Eyeblaster. All rights reserved
Difficulty:
Analizza il comportamento del consumatoreprima che converta
© 2009 Eyeblaster. All rights reserved
Report sull’effettivo comportamento
Acquista o Converte
Utilizza il Search per informarsi
Visita il sito web
Interagisce con il Rich
Media
Vede lo standard
ad
© 2009 Eyeblaster. All rights reserved
AOL Japan CNN Money - Turner
Fox News.com
Google MSN MX MSNBC Yahoo Yahoo! UK - Internal
Marketing
-20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
61.57%
91.80%
54.70%
16.91%
65.09%67.59%
24.78%
31.37%
13.29%
1.69%
21.91%
29.33%
-13.36%
2.35%
36.24%
27.45%
ROI - Entire Path vs. Last Ad
ROI (Entire Path)
ROI (Last Ad)
Analisi del Path to ConversionConversion
Sources
Publisher
Ads
Placement
Ad Sizes
Creative
Analysis Type
Average Point in Path
ROI over the entire path
ROAS over the entire path
Total Occurrences
in Path
Total Conversions (entire path)
Click to Conversion
Rate
• Use impact rates to establish benchmarks for publisher optimisation
• Identify areas of opportunity or trouble, along the path that might effect overall performance
• Use data towards future strategy in ad sequencing or delivery
100%100%100%
20%50%
© 2009 Eyeblaster. All rights reserved
Actionable Analytics
One click reporting Report Generator
Data Feeds Service
Plug-in for Excel
Custom Report Builder and Service
Campaign Monitor
© 2009 Eyeblaster. All rights reserved
Ad Serving razionalizzato
Set-up e misurazione della campagna più veloce e intelligente
© 2009 Eyeblaster. All rights reserved
Difficoltà:
Passare dal punto A al B
velocemente
© 2009 Eyeblaster. All rights reserved
Process Guide
Ricerca Universale
Filtri
Bookmarking
Anteprima
“
Cinque Clicks in Uno
© 2009 Eyeblaster. All rights reserved
using previewing
toolsusing previewing
tools
Difficoltà:
© 2009 Eyeblaster. All rights reserved
Preview multiple ads
at once
Instantly QA adCollaborate with others
L’anteprima che ti dà la vista completa
View ad info
© 2009 Eyeblaster. All rights reserved
Difficoltà:
ripetitiveattività di trafficking
© 2009 Eyeblaster. All rights reserved
Upload pairs of consistently named
SWFs and GIFs
Assegna la Clickthru URL a tutti gli Ads
Centinaia di Banners, in un solo Step
© 2009 Eyeblaster. All rights reserved
ottimizza le creatività in
pochi minuti
Difficoltà:
© 2009 Eyeblaster. All rights reserved
Instantaneous creative update
Smart Versioning
Modifica istantanea di Testo, Contenuto o Targeting
• Permette veloci ottimizzazioni e cambiamenti
• Tiene traccia di ogni modifica
• Si spende meno per le modifiche
© 2009 Eyeblaster. All rights reserved
Costanti aggiornamentidel browser
F5
F5F5
F5
F5
F5F5 F5
F5
F5
F5
Difficoltà o Incubo:
© 2009 Eyeblaster. All rights reserved
In un click gli screenshots dei giustificativi in PowerPoint!
“Oh Wow!, si sta realizzando un sogno!!”-Liquid Advertising
AdSnap
Screenshots Automatici
© 2009 Eyeblaster. All rights reserved
Difficoltà:
il giusto ad
alla giusta persona
al momento giusto
© 2009 Eyeblaster. All rights reserved
• Ruota i tuoi rich e standard ads, come i messaggi per assicurare la migliore user experience
• Imposta l’ottimizzazione sulla metrica preferita
• Frequency cap per orario, placement, e fascia oraria
Targeting e Sequencing
Controlla la sequenza, la rotazione e la frequenza dei
tuoi ads
Risparmia sui costi di ad serving e
ottieni migliori performance
$€£
© 2009 Eyeblaster. All rights reserved
Streamlined Ad Serving
Smart Versioning
Advanced Preview
Quick Access Tools
Mass Creation of Standard Banners
Rich/Standard OptimisationWorkshop for
Flash
Universal Tag
Excel Based Trafficking
Automatic Optimisation
AdSnap
© 2009 Eyeblaster. All rights reserved
Open Workflow
Tool avanzati e processi che lavorano con te
© 2009 Eyeblaster. All rights reserved
Difficoltà:
bridging display & search
© 2009 Eyeblaster. All rights reserved
Come lavorano insieme il Search e il Display?
• gestisci e misura il search e il display dall'interfaccia MediaMind
• Istantaneamente integrato con la maggior parte dei bid management tools o search vendors
• Automatica ed accurata deduplicazione dei dati di conversione
• Individua l'impatto e analizza i punti di contatto tra il search and display
Cross Channel Campaign Results
Standard Search Rich Media
Campaign type
Cross Channel
Impact Rate
Total Conversions
Display 28.22% 314
Search 60.21% 1261
© 2009 Eyeblaster. All rights reserved
A cosa porta questa performance combinata?
53
• La search genera proporzionalmente un salto maggiore nelle vendite rispetto al display (perchè più targettizata)...
• Il totale dei 2 canali insieme è maggiore della somma dei 2 presi singolarmente
…ma grazie alla reach maggiore del display, il suo effetto nel volume totale delle vendite è maggiore
© 2009 Eyeblaster. All rights reserved
Channel Connect for Search
• Un’unica soluzione di reporting e di analytics per le campagne
cross-channel display, search and affiliate
• Accurati Dati di Conversione
• Cross-Channel Insights
• Analisi del percorso alla conversion
• Soluzione Indipendente SEM
• Implementazione in 2 step
• Non è richiesto il retrafficking
© 2009 Eyeblaster. All rights reserved
Cross-Channel Insights
Served Impressions
CTR Other Channel Impact Rate
ROI ROAS ($) Total Conversions
Click to Conversion Rate
Total Revenue ($) Total Profit ($)
249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00
266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00
67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00
50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00
147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00
271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00
168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00
90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00
12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00
786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00
4,293
2,113
798
236
1,079
750
1,242
2,180
188Yahoo! UK
AOL Japan
MSN MX
Mind the Gap Int.
Turner / CNN
Fox News.com
MSN \ MSNBC
Display
Mind the Gap US
Campaign Type Campaign Publisher/SE Total Clicks
Search 7,132
Eyeblaster SE - Google 4,246
Google 4,246
Eyeblaster SE - Yahoo 2,886
Yahoo 2,886
Totals 11,425
• Cross-Channel Overview – top level insights into media interactionCTR ROI ROAS ($) Total Revenue ($) Total Profit ($)
249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00
266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00
67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00
50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00
147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00
271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00
168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00
90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00
12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00
786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00
Display
Campaign Type
Search
Totals
Search e DisplayTutto in un unico posto
CTR Other Channel Impact Rate
ROI ROAS ($) Total Revenue ($) Total Profit ($)
249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00
266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00
67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00
50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00
147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00
271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00
168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00
90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00
12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00
786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00
Esplora i punti di contattotra i diversi Canali
CTR ROI ROAS ($) Total Conversions
Total Revenue ($) Total Profit ($)
249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00
266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00
67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00
50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00
147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00
271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00
168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00
90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00
12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00
786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00
© 2009 Eyeblaster. All rights reserved
Analisi del Path to Conversion – Per publisher
AOL Japan CNN Money - Turner
Fox News.com
Google MSN MX MSNBC Yahoo Yahoo! UK - Internal
Marketing
-20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
61.57%
91.80%
54.70%
16.91%
65.09%67.59%
24.78%
31.37%
13.29%
1.69%
21.91%
29.33%
-13.36%
2.35%
36.24%
27.45%
ROI - Entire Path vs. Last Ad
ROI (Entire Path)
ROI (Last Ad)
© 2009 Eyeblaster. All rights reserved
Analisi del Path to Conversion– Per Canale
Ad 4 Total Clicks CTR Percentage of Total Paths
Total Conversions
Total Revenue ($) Percentage of Total Revenue
Average time to Convert (Days)
Average Path Length
4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53
406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00
908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00
Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00
Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00
Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00
Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00
Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00
Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00
Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00
6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98
1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00
1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00
1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00
Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00
Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00
2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98
364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00
127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00
530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00
Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00
Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00
Search
Search
Search
Display
Display
Display
Search
Search Search 8,553
Search Only 75,244
80,357
Display 23,537Display
Display Search Search 23,983
Both 6,554
Exposure Group Ad1 (First Viewed)
Ad 2 Ad 3 Ad 5 Served Impressions
10,589
Display
Display Only
Search
Search
Display
Display
Search
Display
Search
Display
Display
Search
Display
Search
Search
Search
Display
Display
Search
Display
Search
Display
Display
Display
Search
Search
Display
Display
Display
Display
Display Display
Display
Display
Search 9,867
Search Search Search 33,452
Search Search Search 9,943
Search Search Search Search 13,429
20,468
19,203
16,862
7,974
12,781
8,994
11,682
29,236
28,656
21,226
7,691
Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length
4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53
406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00
908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00
Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00
Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00
Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00
Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00
Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00
Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00
Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00
6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98
1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00
1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00
1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00
Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00
Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00
2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98
364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00
127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00
530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00
Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00
Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00
Search
Search Only
Display
Display
Both
Exposure Group Ad1 (First Viewed)
Display Only
Display
Display
Search
Display
Search
Display
Display
Display
Search
Search
Display
Display
Search
Search
Search
Search
Determina le Sinergie Cross-ChannelComprendi il comportamento dell’utente attraverso i percorsi più comuni
Ad 4 Total Clicks CTR Percentage of Total Paths
Total Conversions
Total Revenue ($) Percentage of Total Revenue
Average time to Convert (Days)
Average Path Length
4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53
406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00
908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00
Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00
Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00
Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00
Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00
Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00
Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00
Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00
6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98
1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00
1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00
1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00
Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00
Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00
2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98
364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00
127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00
530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00
Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00
Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00
Ad 4 Total Clicks CTR Percentage of Total Paths
Total Revenue ($) Average Path Length
4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53
406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00
908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00
Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00
Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00
Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00
Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00
Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00
Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00
Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00
6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98
1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00
1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00
1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00
Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00
Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00
2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98
364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00
127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00
530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00
Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00
Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00
Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length
4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53
406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00
908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00
Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00
Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00
Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00
Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00
Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00
Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00
Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00
6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98
1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00
1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00
1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00
Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00
Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00
2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98
364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00
127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00
530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00
Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00
Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00
Search
Search
Search
Display
Display
Display
Search
Search Search
Search Only
Display Display
Display Search Search
Both
Exposure Group Ad1 (First Viewed)
Ad 2 Ad 3 Ad 5
Display
Display Only
Search
Search
Display
Display
Search
Display
Search
Display
Display
Search
Display
Search
Search
Search
Display
Display
Search
Display
Search
Display
Display
Display
Search
Search
Display
Display
Display
Display
Display Display
Display
Display
Search
Search Search Search
Search Search Search
Search Search Search Search
© 2009 Eyeblaster. All rights reserved
Path to Conversion Analysis
Giustifica i costi per le Keyword generiche
Ad 5 Percentage of total Paths
Total Conversions Total Revenue ($) Percentage of Total Revenue
Average time to Convert (Days)
35.81% 17,982 118,500.00 33.40% 0.07
21.13% 10,611 81,875.00 23.08% 0.11
16.82% 8,448 64,625.00 18.22% 0.08
13.14% 6,600 41,625.00 11.73% 0.12
5.53% 2,776 20,875.00 5.88% 0.05
2.10% 1,054 7,000.00 1.97% 0.88
0.89% 447 2,250.00 0.63% 0.47
0.48% 239 1,625.00 0.46% 1.27
0.35% 175 750.00 0.21% 0.86
0.29% 146 1,000.00 0.28% 1.70
Plasma TV Terms Generic Terms
Generic Terms Plasma TV Terms Brand Plasma Brand Plasma
Generic Terms Generic Terms
Generic Terms Plasma TV Terms
HD TV Terms
Generic Terms Plasma TV Terms Brand TV
Plasma TV Terms Brand TV
Flat Screen Brand TV
Brand TV
Ad1 (First Viewed) Ad 2 Ad 3 Ad 4
Generic Terms
Ad 5 Total Conversions Total Revenue ($)
35.81% 17,982 118,500.00 33.40% 0.07
21.13% 10,611 81,875.00 23.08% 0.11
16.82% 8,448 64,625.00 18.22% 0.08
13.14% 6,600 41,625.00 11.73% 0.12
5.53% 2,776 20,875.00 5.88% 0.05
2.10% 1,054 7,000.00 1.97% 0.88
0.89% 447 2,250.00 0.63% 0.47
0.48% 239 1,625.00 0.46% 1.27
0.35% 175 750.00 0.21% 0.86
0.29% 146 1,000.00 0.28% 1.70
Plasma TV Terms Generic Terms
Generic Terms Plasma TV Terms Brand Plasma Brand Plasma
Generic Terms Generic Terms
Generic Terms Plasma TV Terms
HD TV Terms
Generic Terms Plasma TV Terms Brand TV
Plasma TV Terms Brand TV
Flat Screen Brand TV
Brand TV
Ad1 (First Viewed) Ad 2 Ad 3 Ad 4
Generic Terms
Ad 5 Percentage of total Paths
Total Conversions Total Revenue ($)
35.81% 17,982 118,500.00 33.40% 0.07
21.13% 10,611 81,875.00 23.08% 0.11
16.82% 8,448 64,625.00 18.22% 0.08
13.14% 6,600 41,625.00 11.73% 0.12
5.53% 2,776 20,875.00 5.88% 0.05
2.10% 1,054 7,000.00 1.97% 0.88
0.89% 447 2,250.00 0.63% 0.47
0.48% 239 1,625.00 0.46% 1.27
0.35% 175 750.00 0.21% 0.86
0.29% 146 1,000.00 0.28% 1.70
© 2009 Eyeblaster. All rights reserved
Advertiser Name
eventtime Activity Id Activity Name
quantity orderid session Value Query String
Last Ad View Time
Is Click Publisher Campaign Ad Group Keyword Name Eyeblaster Name
Unit Size Video Rich Banner
Video Starts Method
Flight ID
LG 8/4/08 10:01AM
14449 Thank You Page
1 123 200 ActivityID=14449&f=1&f=1&rnd=913277.05886215
8/4/08 10:00AM
1 CNET Campaign1 Ad 160x600-V1
160x600 1 0 AutoInitiated 539630
LG 8/4/08 10:20AM
14449 Thank You Page
1 234 200 ActivityID=14449&f=1&f=1&rnd=407930.503599346
8/4/08 10:01AM
1 Forbes Campaign2 Ad 160x600-V2
160x600 1 0 AutoInitiated 539639
LG 8/4/08 11:02AM
14449 Thank You Page
1 456 200 ActivityID=14449&f=1&f=1&rnd=746609.077788889
8/4/08 10:42AM
1 Google Search Campaign3
Brand TV
Keyword TV
LG 8/4/08 11:59AM
14449 Thank You Page
1 567 450 ActivityID=14449&f=1&f=1&rnd=948163.21413964
8/4/08 11:50AM
1 CNET Campaign1 Ad 250x250-V1
250x249 1 AutoInitiated 540720
Event 1 Event 2 Event 3 Event 4 Event 5
Path to Conversion Raw Data
Advanced display metrics
© 2009 Eyeblaster. All rights reserved
Difficoltà:
Ricevere i tuoi dati Dove vuoi tu
© 2009 Eyeblaster. All rights reserved
Open API
© 2009 Eyeblaster. All rights reserved
Partners Integrati
Site Analytics Planning & Buying Bid Management
Trading platforms …Ad Verification …Emerging media …
© 2009 Eyeblaster. All rights reserved
Web-Tracking/Research
• Omniture • Web Trends• Core Metrics• Visistat• Google Analytics
Planning/Buying
• Donovan/iDesk• MediaBank• Medicom Lifeline• IPT
Bid management
• Kenshoo• BidBuddy• eProfessional• Efficient Frontier• SearchCentre• Decide DNA• Clickable
Alcuni Partner integrati
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Open Workflow
Channel Connect for
Search Channel Connect for
Mobile
Targeting & Sequencing
Billing ConnectAPI
Global Campaign Management
Agency Exchanges
© 2009 Eyeblaster. All rights reserved
A Global Solution
Hong Kong
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Houston
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San Francisco
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Mexico City
Chicago
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New York
Vanessa Keller
ManagerCampaign Execution, NY
Kamalan Moodley
Team LeaderClient Service, UK
Guy Meiri
Software Engineer 2nd Tier Support, Israel
Adrian Lee
Team Leader Account Management, Australia
© 2009 Eyeblaster. All rights reserved
Open Workflow
Actionable Analytics
Streamlined Ad Serving
Advanced Targeting/ Sequencing Global
Campaign Management
API
Channel Connect for
Mobile
Billing Connect
Channel Connect for
Search
Mass CreationStandard BannerAd Snap
Smart Versioning
Excel Trafficking
Quick Access Tools Universal Tag
Advanced Preview
Workshop for Flash
1-Click Reporting
Campaign Monitor
Excel Plug-in
Custom Report Services/Builder
Data FeedsReport
Generator
Rich/Standard Optimisation
Una soluzione robusta
© 2009 Eyeblaster. All rights reserved
© 2009 Eyeblaster. All rights reserved
by
© 2009 Eyeblaster. All rights reserved
• Aggiornamenti immediati – molto più veloce che nei dynamics ad
• Permette ai consumatori di mandare feed back e opinioni immediatamente all’advertiser
• Respond to real-world events by ‘tweeting’ them in relation to your brand / campaign
Twitter in-banner
© 2009 Eyeblaster. All rights reserved
New – Messenger 'Share'
• Use display ads to seed word-of-mouth and viral popularity
• Condividi qualsiasi contenuto – video, voucher, games etc
• Full rich media functionality:– Video– Data Capture– Download / Upload– HD– Widgets– Etc...
© 2009 Eyeblaster. All rights reserved
• Inserisci I RichMedia nella Skin del sito – crea un minisito flash integrato
• Più engaging e meno intrusive rispetto alle skin normali – win/win!
• Offri una esperienza completa all’interno dei contenuti del publisher
Microsite Skins – innovazione Eyeblaster
© 2009 Eyeblaster. All rights reserved
• Reduces users’ need to do further research on a brand
• Compatible with any map product (Google Maps, MSN Live Maps, Multimap etc)
• Combine with data capture for location-specific re-targeting
In-Ad Live Maps
© 2009 Eyeblaster. All rights reserved
• La più alta qualità video disponibile nei Richmedia
• <10MB polite load – estendi la durata & vai full screen in ottima qualità
• Circa il 70% degli utenti UK ha un’esperienza HD– al resto viene comunque proposto il video migliore in base alla propria connettività
HD Video – Esclusiva eyeblaster
© 2009 Eyeblaster. All rights reserved
Sidekick – Esclusiva Eyeblaster
• Crea un minisito a fianco di un sito• Non intrusivo – è solo su iniziativa dell’utente• In media, gli utenti hanno avuto un engagement di oltre 100 secondi
© 2009 Eyeblaster. All rights reserved© 2009 Eyeblaster. All rights reserved
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