russell barry, eyeblaster, mediacom engage 19/05/10

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

the blurring lines of mediarefocusing

media in the fast lane

Russell BarryGlobal Business Development Manager

October 2009

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Print

TV

Radio

Media 60 years ago

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Print

Broadcast and Cable TV

Radio

Media 30 years ago

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Print

Radio

Digital: banners and text

Media 10 years ago

Broadcast and Cable TV

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Media Today (2009)

Newspapers

Magazines

Cinema

Radio

Outdoor

Internet

Broadcast and Cable TV

Standard DisplayClassifieds

Rich Media

Search

Source: Zenith Optimedia (Via AdAge.com)

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Media Tomorrow (2012+)

Newspapers

Electronic Ink (e-ink)

Magazines

Cinema

Radio

IPTV

Outdoor

Digital Outdoor

MobileSearch

Classifieds

Standard Display

Rich Media InStream

Broadcast and Cable TV

Video Advertising

Text Links

Micro-sites

Blogging

In-Game Ads

Social NetworkingAd-funded apps

User Generated

Pre-Roll

Interactive Video

Digital Product Placement

5 second spot

PodCasting

Ad-funded OS

Portable Media Ads

Mash-UpsWidgets

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Source: 2006 McKinsey & Co

by 2010traditional TV advertising will be

one thirdas effective as it was

in 1990

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2015NO CD or DVD

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Today’s media is

interactive…

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immediate

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simultaneous!

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fragmented…

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Newsagent

News feeds, Sports Pages

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The Online Neighbourhood

Pub

Forums & Social Networks

Bank

Financials & PayPal

Post-Office

Email & Instant Messenger

Shops

Amazon & eBay

Entertainment

iTunes, Spotify, & YouTube

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Communication Information Entertainment

Surfing Transactions Creation

User activities online

35% 18% 18%

9% 9% 4%Base: MSN European Data

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Personal Web

20%

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Next Wave of Communication

• A "wave" is equal parts conversation and document, where people can communicate and work together with richly formatted text, photos, videos, maps, and more…

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beyond thebrowser

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personally relevant ads inserted dynamically into any content

on any device

anywhere in the world

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Better Lived Together

tracking offline to online mobile

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QR Smartcodes

“ Almost every Japanese phone ships with a built-in barcode reader that can decode both QR Codes & standard barcodes you find on retail items. ”

quickresponse

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the metricsdemystify

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Quantity

clickthe

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Quality

time

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makingsense

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Confucius

Tell me, and I will forget.

Show me, and I may remember.

Involve me, and I will understand.

孔夫子 (551-479 BCE)

new mediaold proverb

© 2010 Eyeblaster. All rights reserved Confidential© 2009 Eyeblaster. All rights reserved

New Research

Dwell affectsBranding

By Eyeblaster, Microsoft Advertising and comScore

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High Dwell increases brand related search

Brand Related Search

X3© 2010 Eyeblaster. All rights reserved

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Site Traffic

High Dwell increases site traffic by +69%

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The value of Video

0%

10%

20%

30%

40%

50%

60%

70%

80%

5.1

30.4

18.4

51.8

4.6 4.55.9

37.5

23.6

45.7

5.6 5.1

10.8

68.0

44.3

71.3

7.4 8.1

% Lift gif/jpg

Rich Media

Video

Aided Brand Awareness

Online Ad Awareness

Message Association

Sponsorship Association

Brand Favorability

Purchase Intent

Source: Dynamic Logic MarketNorms Q1 2005

2x

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Day of the week

Monday Tuesday Wednesday

Thursday Friday Saturday Sunday0

10

20

30

40

50

60

70

80

6773

6055

61

53 51

Average Dwell

Se

c.

* Weekdays (Mon – Fri): 62 Sec. Weekends: (Sat – Sun): 52 Sec.

On average, weekday Dwell Time is 10 seconds longer than weekends*

1 min

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communicate35%

eMail Instant Messenger

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what happens when

consumerstalk back?

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grass roots infiltration

word-of-mouthis the most powerful form of

advertising

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Advertiser

ConsumerConsumer

The Trialogue

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B2B2C

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Four Characters …

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Dylan

PortaeCillian

Four Characters …

Mollie

Personalised pleas to parents to quit ..

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..Five phases of message ..

..unless ..

Placement Specific Versions....

1234• Generic • News• Hotmail • Gossip • Sport

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EU Tobacco (Multi) – Behavioural

93% of interactors saw second sequenced advert

Those who saw second advert were positively inclined towards click through

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takes it to the next level

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• Most successful ad placement

• IM banner achieves highest rates of interactivity

• Physically share content

• Virally seed banner to Buddy List through Windows Live

• Track Everything!

• Eyeblater Analytics can track every singe interaction and follow seed.

Windows Live Sharing

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RefreshEverything

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Pepsi refreshes everything14%

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Banner Upload

14%

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Conservative Party

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Emirates enjoys a Quick Take-OffCampaign’s Launched in Record Time with Smart Versioning

• Rapid turn-around times from brief to live

• Built SmartVersioning shell templates

• Easily change price, takeoff and destination cities.

• Results: Banners achieved CTR double that of the benchmarkCampaign delivered 276 flight bookings

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Automatic Optimization

• Effects on conversion rate taken from an automotive advertiser utilizing a optimization algorithm on adverts

1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627280.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Conv Rate of a Regular flight Conv Rate of an Optimized flight

* Automotive Case Study over a 6 month period

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Case Study – Direct Response

Dynamic Ads Double Mobile Operator’s Conversions, Cuts CPA

• Dynamic banners had a 119.8% higher click-through rate than standard banners

• Dynamic banners had a 2x conversion rate compared to standard banners

• Each dynamic banner conversion cost approximately half compared to a standard banner conversion

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channelconnect

eyeblaster

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Results: Of the votes attributed to Search Advertising, 30% were driven by rich media display ads

Where a vote was driven by a combination of search and display, on 95% of those occasions, it began with a display event and ended with a Search.

Masterfood - Revels Eviction Campaign

Strategy

• Everyone has a favourite/least favorite flavour

• Consumers ‘evict’ the flavour they like least

Campaign Objectives :

• Create a unique way for Revels to engage with customers

• Integrate TV, press and digital to drive consumers to the Revels Eviction microsite

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Cross-Channel Comparison

What is the status for comparing the following cross-channel metrics?

8%

7%

22%

22%

51%

62%

68%

62%

62%

38%

30%

25%

17%

16%

11%

Not interested in comparingWould like to compare, but don’t do it yetCurrently compare

Outdoor andMobile Advertising

TV and MobileAdvertising

TV and Computer-based Advertising

Computer-based andMobile Advertising

Online Search and Display Advertising

Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising

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the

end?...no, this is the beginning.