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© 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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© 2008 Eyeblaster. All rights reserved
TV
Radio
Media 60 years ago
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© 2008 Eyeblaster. All rights reserved
Broadcast and Cable TV
Radio
Media 30 years ago
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© 2008 Eyeblaster. All rights reserved
Radio
Digital: banners and text
Media 10 years ago
Broadcast and Cable TV
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© 2008 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Source: 2006 McKinsey & Co
by 2010traditional TV advertising will be
one thirdas effective as it was
in 1990
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© 2008 Eyeblaster. All rights reserved
2015NO CD or DVD
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© 2008 Eyeblaster. All rights reserved
Today’s media is
interactive…
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© 2008 Eyeblaster. All rights reserved
immediate
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© 2008 Eyeblaster. All rights reserved
simultaneous!
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© 2008 Eyeblaster. All rights reserved
fragmented…
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© 2008 Eyeblaster. All rights reserved
Newsagent
News feeds, Sports Pages
© 2008 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved
Communication Information Entertainment
Surfing Transactions Creation
User activities online
35% 18% 18%
9% 9% 4%Base: MSN European Data
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© 2008 Eyeblaster. All rights reserved
Personal Web
20%
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© 2008 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved
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© 2008 Eyeblaster. All rights reserved
beyond thebrowser
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© 2008 Eyeblaster. All rights reserved
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© 2008 Eyeblaster. All rights reserved
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
personally relevant ads inserted dynamically into any content
on any device
anywhere in the world
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© 2009 Eyeblaster. All rights reserved
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© 2009 Eyeblaster. All rights reserved
Better Lived Together
tracking offline to online mobile
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© 2008 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved
the metricsdemystify
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© 2008 Eyeblaster. All rights reserved
Quantity
clickthe
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© 2008 Eyeblaster. All rights reserved
Quality
time
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
makingsense
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© 2008 Eyeblaster. All rights reserved
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
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© 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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© 2010 Eyeblaster. All rights reserved Confidential
High Dwell increases brand related search
Brand Related Search
X3© 2010 Eyeblaster. All rights reserved
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© 2010 Eyeblaster. All rights reserved Confidential
Site Traffic
High Dwell increases site traffic by +69%
© 2010 Eyeblaster. All rights reserved
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© 2008 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
communicate35%
eMail Instant Messenger
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
what happens when
consumerstalk back?
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
grass roots infiltration
word-of-mouthis the most powerful form of
advertising
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Advertiser
ConsumerConsumer
The Trialogue
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
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© 2009 Eyeblaster. All rights reserved
B2B2C
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© 2008 Eyeblaster. All rights reserved
Four Characters …
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© 2008 Eyeblaster. All rights reserved
Dylan
PortaeCillian
Four Characters …
Mollie
Personalised pleas to parents to quit ..
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© 2008 Eyeblaster. All rights reserved
..Five phases of message ..
..unless ..
Placement Specific Versions....
1234• Generic • News• Hotmail • Gossip • Sport
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© 2008 Eyeblaster. All rights reserved
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© 2008 Eyeblaster. All rights reserved
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© 2009 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
takes it to the next level
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© 2008 Eyeblaster. All rights reserved
• 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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© 2008 Eyeblaster. All rights reserved
RefreshEverything
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© 2008 Eyeblaster. All rights reserved
Pepsi refreshes everything14%
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© 2008 Eyeblaster. All rights reserved
Banner Upload
14%
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© 2009 Eyeblaster. All rights reserved
Conservative Party
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© 2009 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved
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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© 2009 Eyeblaster. All rights reserved
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© 2008 Eyeblaster. All rights reserved
channelconnect
eyeblaster
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© 2009 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved
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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© 2008 Eyeblaster. All rights reserved
the
end?...no, this is the beginning.