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the blurring lines of mediarefocusing
media in the fast lane
Russell BarryGlobal Business Development Manager
October 2009
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TV
Radio
Media 60 years ago
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Broadcast and Cable TV
Radio
Media 30 years ago
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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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© 2009 Eyeblaster. All rights reserved
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
© 2010 Eyeblaster. All rights reserved Confidential
High Dwell increases brand related search
Brand Related Search
X3© 2010 Eyeblaster. All rights reserved
© 2010 Eyeblaster. All rights reserved Confidential
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
© 2009 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
channelconnect
eyeblaster
© 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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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.