achieving optimum scale and efficient acorss multiple devices
DESCRIPTION
Rajiv Singh, managing director, Tribal Fusion MENA presentation at Tribal Fusion Big Digital Landscape in Dubai, May 2012TRANSCRIPT
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THE BIG DIGITAL LANDSCAPE:"Achieving optimum scale and efficiency
across multiple devices"
DID YOU KNOW
ACHIEVING OPTIMUM SCALE & ACHIEVING OPTIMUM SCALE & EFFICIENCIES ON DIGITAL EFFICIENCIES ON DIGITAL
PLATFORMPLATFORM
THE BIG DIGITAL LANDSCAPE
Beyond dotcom Beyond dotcom
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THE GAME CHANGER
Before Steve Jobs… computers were utilitarian tools for computation. After Steve… computers became beautiful objects we could use in thousands of ways to aim to make life better.
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UNLOCKING THE FULL POTENTIAL OF THE DIGITAL PIE
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ENGAGEMENT VS. IMPRESSIONS
1. As defined by the IAB
Both images represent an impression but there is an obvious differenceThe audience
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THE FOUR COMPONENTS OF ENGAGEMENTThe “4 i”:
• Involvement : “from discovery to evaluation“
The individual discovers a product or service and begin to consider their qualities.
• Interaction: “from evaluation to action”
The individual evaluates the options, make decisions and act.
• Intimacy: “from action to affection”
The individual uses a product or service and begin to develop an opinion to respect.
• Influence: “from affection to consideration”
The individual develops a certain degree of affinity and is able to encourage or discourage other individuals.
(*) Definition IAB / Instituto Forrester
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ONLINE DISPLAY IMPACTS CONVERSIONS
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What To Track
•Numbers of engagement delivered
•Time spend in unit
•Impressions or pages viewed
•Engagement rate
What To Track
•CTR inside the FFV micro site
•Video metrics (25-50-100% etc…)
What To Track
•Measuring brand affinity, rate of satisfaction, express opinions in surveys …
What To Track
•Post on Twitter
•Content “forwarded” to friends
•Social sharing on Facebook or other social networks
(*) Definition IAB / Instituto Forrester
IINVOLVEMENT INTERACTION INTIMACY INFLUENCE
THE FOUR COMPONENTS OF ENGAGEMENTThe “4 i”:
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Firefly Video integrates the "4 i" in all of Engagement processes
and provides accurate and effective measurement tools.
INVOLVEMENT INTERACTION INTIMACY INFLUENCE
THE FOUR COMPONENTS OF ENGAGEMENTThe “4 i”:
• Third Party Data integration
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Market
Europe
Campaign period
23 – 29 Abril
4.96% additional user interaction with the brand after consumer have viewed the TV SPOT
CTR inside the micro site
4.700 engagements
Units delivered
4.904 engagements4% extra without additional cost
Units contracted
http://creative.fireflyvideo.com/creative/FFV94/Toolbar_V3/THE-PELAYOS/v1/index.html
Campaign Results
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INVOLVEMENT: “from discovery to evaluation“
The individual discovers a product or service and begin to consider their qualities
Engagement and time spend in the unit
DateEngagement
s count
Engagements
delivered
Time spent in
the unit "
23-Arr
4.700
474 12
24-Apr 727 14
25-Apr 761 12
26-Apr 804 11
27-Apr 735 14
28-Apr 751 13
29-Apr 652 15Total 4.700 4.904 13
Average Time Spent by the user inside the FFV microsite: 13 secs
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INTERACTION: “from evaluation to action”
The individual evaluates the options, make decisions and act.
Engagement and click to the site Video Metrics
DateEngagemen
ts countsEngagements delivered
Clicks CTR 25% 50% 100%
Rewind
Replay
Fullscreen
23-Arr
4.700
474 12 2,53% 182 123 65 0 1 2
24-Apr 727 44 6,05% 303 188 120 4 5 2
25-Apr 761 31 4,07% 294 184 113 0 1 1
26-Apr 804 31 3,86% 313 182 95 2 2 3
27-Apr 735 51 6,94% 324 213 135 3 6 9
28-Apr 751 39 5,19% 295 182 113 1 5 8
29-Apr 652 35 5,37% 310 178 120 3 0 7
Total 4.700 4.904 243 4,96% 2.021 1.251 762 13 20 32
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Clicks to the site
Whole unit Facebook236 7
Users Interaction inside the Firefly Video unit: CTR of 4.96%
INTERACTION: “from evaluation to action”
The individual evaluates the options, make decisions and act.
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INTIMACY: “from action to affection”
The individual uses a product or service and begin to develop an opinion to respect.
INVOLVEMENT INTERACTION INTIMACY INFLUENCE
• 3rd Party data integration
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7 recommandations in social media
INFLUENCE: “from affection to consideration”
The individual develops a certain degree of affinity and is able to encourage or discourage other individuals.
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EVERY IMPRESSION IS NOT AN
ENGAGEMENT.
EVERY ENGAGEMENT MAKES AN IMPRESSION!
!