honda may 2, 2008. global coverage – local support digital ad serving since 1999 rich media leader...
TRANSCRIPT
HondaMay 2, 2008
Global Coverage – Local Support
Digital ad serving since 1999
Rich media leader & only global independent
Offices in all key digital markets – 24/7/365 coverage
The Eyeblaster Concept
Media
Publishers
Creative Acts a hub between all parties Offers a single point of contact,
fulfilling media, creative and publisher needs
Platform Formats
The Eyeblaster Product Strategy
Standard Formats
Standard Display Ads
Search
Advertising Campaign Manager (ACM)
Rich Media Platform (RMP)
Rich Formats
In banner Out of banner In stream
PlanTraffic & Serve
Track & Report OptimiseUnifiedAnalytics
Channels
All Display Advertising
IPTV
MOBILE
GAMING
WWW
Starcoms' Account Team
Business DevelopmentRussell Barry | 020 7 759 2370 | [email protected] Account Management Katherine Parkin | 020 7759 2384| [email protected] Reetham | 020 7759 2397| [email protected] Moodley | 020 7759 2377 | [email protected] Simon Holt | 020 7759 2385 | [email protected]
Creative SupportAritz Hernando | 020 7759 2373 | [email protected] Newell | 020 7759 2396 | [email protected] Singh Rekhi | 020 7759 2379 | [email protected] Aylmore | 020 7759 2383 | [email protected]
Reporting
Analytics
Plug-in for Excel
Eyeblaster Analytics
Campaign Monitor
Advanced Metrics
Unique Viewer Metrics– 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 exclusive unique users each publisher contributes to campaign
Format performance comparison– Which format is performing the best… all the way to measuring ROI
Interaction– At interaction level allowing for easy comparison across different ads
Analytics OnlineStreamlined Design. Easy Management of Campaign Reports
Campaign Monitor
Focus – on quality, not quantity
Time-saver – “at a glance” overview
Proactive - quick & easy problem detection
Hands-on - real-time campaign data
"Campaign Monitor is a simple yet
effective campaign management tool
which provides traffickers and media
planners / buyers with constant up to
date information on the status of campaigns, allowing for quicker decision-making regarding campaign
setup, delivery, performance and ROI"
Emmanuel Nana - Technical Manager PHD
“Quote #1
Excel Plug-in
Flexible and Accessible
Eyeblaster Analytics Plug-In for Excel – The most reliable, accessible and flexible way
to analyze data.
Directly connected to the database
Accessible directly from Excel
Saving up to 50% of reporting time
Up-do-date by a refresh button and available offline.
Plug-in for Excel “The Excel Plug-in tool enables my
teams to only create a report once,
then literally hit refresh every time
they need the updated data, this has
saved some of my teams over 40% of
their reporting time.”Ashley Cohen – Technology Manager
LBi UK
“Quote #2
Eyeblaster Technology
Pre-click Interactivity Tracking
Test Drive
Brochure
Request
More InformationBest Practice
Track all elements in an adü
Main Click
Rotate
Dummy Data Only
“In-depth post campaign analysis changes your relationship with the client forever, one minute you are a just a agency guy the next you actually know something about their business. Everything gets easier after they come to that realisation”
Media Agency
“Quote #5
“lets get together…”one tag
BCA
behavioural targeting
Consumer Behaviour Tracking
Re-target ads based on previous behaviour across media properties Cross-sell/Up-sell to maximise ROIBuild valuable user database over time• Who has never visited your site• Who has visited your site • Who is active participant on your site
User interactions determine which ad is shown next in sequenceEncourage user through the decision making cycleUnlimited creative ‘paths’ help improve conversion rates
Pre-Impression, Post-Interaction & Pre-Click
DejaVu Re-targeting Behavioural Sequencing
During the CampaignPrior to Campaign
1st imp 2nd imp 3rd impPrior to Impression
Ad
Unknown
Site VisitorParticipant
Demo
Integrate a widget in a campaign (currently in development)
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
Eyeblaster Video Studio
Loaded, Tagged, Trafficked and Launched
Regional Campaign Management – Creative
BA
BA
Analysis Services
Competitive Advantage
Knowledge Institute
Specialists End-to-end
Solution
Benchmarks
Global market research
Library of resources
Team of analysis experts
Insights based on vast experience
Proven Methodology
Cross-platform Analysis
Customer Support
Putting your Data into Context - that’s what Matters
Quality
Accuracy
Timeliness
Eyeblaster News: ‘The Blast’
Monthly Newsletter • new product developments• creative features• client service tips
Creative Showcase
Upcoming Developments
– Please do sign up
Keep yourself informed
Creative Showcase
Timeline of Rich Media Advertising
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Broadband Penetration
% of ads using video
N O N – B R O W S E R B A S E D
“5%”
InGame video launches
Video standard in all formatsPurpose shot video begins
‘PreRoll’ ads before online video content
First 2MB Video AdRe-purposed TV
‘Offline’ video & sponsorship InStream interactive video within player
Eyeblasterlaunches the‘Floating Ad’
Rise of the ‘Smart Ads’
Cross-Channel advertising formats
Mobile & IPTV“Information Source to Entertainment Stream”
Desktop applications
Behavioural & Sequential ads – ‘Web 2.0’
Cross-Network advertising
“0.5%”
Symantec Web‘Web 3.0’
Intrusive vs Immersive advertising…
Creative Innovation
Creative Innovation
Behavioural Sequencing
User interactions determine which ad is shown next in sequence
Encourage user through the decision making cycle
Unlimited creative ‘paths’ help improve conversion rates
1st 2nd 3rd
Sony Ericsson - Case Study
Media Agency sought a technology to actively engage the individual user wherever they were physically or within the campaign lifecycle
1. Physical Location: Multi-lingual throughout CEEMEA territories
2. User Environment: Complementing web page access with mail and desktop messenger and the need to flow seamlessly between them
3. Lifecycle State: Multiple stages of competition – From initial awareness, registration process
to the multiple upload stages over the weeks
K550i Cyber-shot™ Promotion
Take photos of yourself preparing for each weeks challenge and upload to the site
Lights, Camera, Action!
How to train for one of the four challenges
K550i Extreme Challenges (Change by Week)
Week 1 Week 2 Week 4Week 3
Behavioural Profiling to Target Message
The K550i Extreme Tour Concept
Creative based on user state: if registered, how and if uploaded pics?
The Game Registration
User totally unknown
No Upload Uploaded
User registered via the banner
No Upload Uploaded
User registered via the web site
Campaign Process
Game animation rotates with sign-off
Urges registration within banner
Allows photo upload within banner– Then enables forward-to-friend– Drops tag to remember state
Once complete sends email to user
Request to complete web registration
Confirmation of registration email– Drops tag to remember state
User can enter this weeks competition
User completes photo upload– Drops tag to remember state
Re-targeting creative based on state
Banner registration and re-targeting concept
Following the User
Multiple points of entry and reminder
Being exposed to the initial creative Example: Web Browser
Enabling user to register in situ Example: MSN Today
Re-targeting irrespective of channel Example: Live Mail
Further re-targeting across channels Example: Live Messenger
And any combination thereof…
Web Page Messenger Messenger
Summary
Most technically challenging campaign undertaken online to date
A melting pot of: – innovative planning– creative technology– publisher knowledge – consumer insight – as well as an element of calculated risk-taking on behalf of the
client
Did not cost a single cent more on ad serving or on media purchase– Know how to work the technology that is user-centric to meet
objectives
Only required some slight amendments to the back end destination site and a very well-crafted master template…
Multiple points of entry and reminder
Thank You!