eyeblaster acm presentation
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New advertisingTRANSCRIPT
© 2009 Eyeblaster. All rights reserved
Ad Campaign Manager (ACM)Prepared By Syed Anwar Ali Shah , Jan 2,2009
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ConsumerPublisher
Search
Display
Emerging
Ad Networks
AgencyAdvertiser
Media Agency
Creative Agency
Industry Challenges
-Channel fragmentation
-Technical complexity
- Consumer ad blindness
- Measurement difficulties
- Global scope
Industry Challenges
-Channel fragmentation
-Technical complexity
- Consumer ad blindness
- Measurement difficulties
- Global scope
Challenges of online advertising
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ConsumerPublisherAgencyAdvertiser
Search
Display
Emerging
Ad Networks
Eyeblaster- Reach- Impact- Relevancy- Accountability
MediaAgency
CreativeAgency
Changing the rules of engagement
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Eyeblaster Introduction
• Eyeblaster was established in year 1999 in USA and having operations in 28 countries.
• Eyeblaster is Global Leader in Rich Media Ad Serving Technology.
• Eyeblaster is Global partner of MSN, Nokia , Nielsen Online and many more.
• Eyeblaster is certified vendor for Rich Media MSN, Yahoo, Facebook, Google, AOl, Zedge
• Eyeblaster’s Campaign Monitor Awarded Top 10 User Interfaces of 2008 by Nielsen Norman Group.
• Eyeblaster ACM is heaven for media agencies to manage online campaigns.
• Eyeblaster is famous for its innovative ad formats & execution like EB TV, Side Kick off, Skinner Floating Expandable Banner, Widgets , In gaming, etc
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Industry Endorsement
AdvertisersEyeblaster has served more than 7000 brands campaigns, including Nike, Sony, Toyota, Ford, McDonalds, Vodafone, Mastercard, T Mobile, China Mobile, PTCL, Samsung, Nokia, Unilever and many more.
AgenciesEyeblaster is working more than 2500 agencies globally, including Mediacom, Mindshare, GroupM , JWT, Karat, Starcom, Zenith, Optimedia, OMD, Zed Media, MEC, Media Contacts, Orient McCann, etc
PublishersOver 2,700 global web publisher who are Eyeblaster –enabled , including , Yahoo, MSN, Facebook, Google, Myspace, CNN, AOL , etc
Local PublisherDaily Jang, The News, Geo TV, Geo Super, Aag.tv, Daily Nawa-i-waqt, The Nation, Dawn, Aaj Tv, Business Recorder, Daily Pakistan, Rozee, Apniisp, Rise The Mag, Pro Pakistani, SMS PK , etc
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Eyeblaster Key Differences
Eyeblaster is the only provider certified by the Media Rating Council (MRC) for compliance with the Interactive Advertising Bureau’s (IAB) three major areas of measurement guidelines:
•Rich Media Measurement •Ad Campaign Measurement •Broadband Video Commercial Measurement
Advanced Analytics MetricsCampaign MonitorDwell Time MetricsUnique Publisher OverlapFrequency ReportsRich Media Ad Formats & ExecutionEB TV, Widget, In Gaming, Floating Expandable , Talk Back, Chat in Banner, Upload picture in Banner, Sidekick, Mobile Texting. ToolsExcel Trafficking & Excel Plug InResearch Online Research & Case Studies
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The Key Eyeblaster Value Offering
Innovative Tools & Simplified Trafficking Excel Based Trafficking, Quick Trafficking
Global Campaign Management GCM is for advertisers who run regional and global campaigns
Ad Targeting FeaturesRevolutionary tools to optimize ads delivery to drive higher ROI
Streamlines Campaign ReportingReal Time Campaign Monitoring, Analytics and Excel Plug In
Efficient Creative Production Workshop for Flash
Rich Media Leader and InnovatorHD Video, EB TV, Widgets, Talkback, Mobile Texting, Floating Expandable
Channel Connect SearchA revolutionary tool – bridging the gap between search and display ads
Channel Connect MobileComprehensive Mobile ad server for agencies and publishers
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Innovative & Simplified Trafficking
Excel BasedTM Trafficking
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• Work in Excel, then easily upload your plans
• Customized to your needs in a snap
• Validates values on-the-fly against online ACM
• Keep your own naming conventions
“Excel-based trafficking is an excellent
tool. Coming from a media agency, I
used to take over an hour to traffic
campaigns with 50 flights, entering the
media plan flight by flight. With excel
trafficking, I can now traffic a campaign
in a significantly shorter time frame,
saving me time to work on other issues at hand.“
Tom Woodcock – Ad Operations Manager, MindShare Interaction
“Quote #1
Excel BasedTM TraffickingWork Your Way
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• Use the power, speed and flexibility of Excel
• Resolve multiple discrepancies with one click
• Import media plan in full or in chunks
• Share the template with the team
“Your trafficking tool saved me at least 95% of my time on a recent
campaign. Normally it would have taken us a good day to traffic, but
with your tool it took only 15 minutes!”
Chris Massey – Profero, UK
“Quote #2
Excel BasedTM TraffickingBig campaigns in little time
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Significant time savingsreported by key clients
Over 50%more effective thanprevious trafficking
Excel BasedTM Trafficking
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Global Campaign Manager (GCM)
Simplified Global Campaign Manager
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Managing Online Campaigns – in Year 2007
Send media plan then creative to each publisherSend changes to each publisherGet reports from each publisherConsolidate Display ads + Search Ads + Mobile ads
Agency
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Managing Online Campaigns with Eyeblaster in Year 2008
Agency
• Media Agency will prepare the media plan in excel template or in ACM. Flights status can be planning or published.
• Each publisher can see media plan once the flights are published by the agency.
• Creative agency / creative team submits the ad (s) with each respective flight.
• Publisher will give the creative asset approval online once the ad is submitted online. Publisher can approve or reject.
• Publisher will generate the flight codes and fix the code on its publisher ad server or paste the code directly on the webpage.
• Agency can see or download their detailed and certified analytics reports at one place of display ads, search ads and mobile ads
• Media Agencies will also get the contact information in ACM or in excel sheet of those publishers which are Eyeblaster enabled.
• Agency now can save their time and money.• Privacy will be maintained for each advertiser, media agency,
creative agency and publisher.
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GCM – Global Campaign Manager
• GCM is for clients who run regional or global campaigns.
• Background
Advertisers are increasingly running global campaigns
Multiple agencies are involved around the world
E.g., international agency using its local branches
Multiple creative shops localize the creative
assets for the local audience
Problems to solve:• Campaign data are scattered• Coordination between agencies/creative shops is
challenging
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GCM – Features and Capabilities
• Consolidated Analytics
Advertiser/agency can generate aggregated reports for campaign to compare
metrics between the different territories and publishers globally
• Centralized campaign monitoring
Advertiser/agency can effectively engage multiple agencies in one campaign
anywhere in the world across different geographical territories
• Integrated Creative Process
Multiple creative shops can integrally participate in the campaign to localize
creative assets and ads
• Flexible Campaign Segmentation
2 given campaign segmentations – Regional (region, sub-region, country),
Regional/Lingual (region, country, language)
Unlimited number of customizable campaign segmentations (e.g., demographic
flight segmenting …)
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Revolutionary tools to optimize ads delivery to drive higher ROI
Ad Targeting
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Ad Targeting Features
Eyeblaster Solutions
• Ads Frequency Capping
• Ads Even Distribution
• Ads Weighted Distributions
• Ads Auto Optimization
• Ads Sequence Creatives by time of day
• Ads Behavioral Sequencing
• DejaVu Targeting (User Activity on an Advertiser’s website)
• Contextual Advertising
• Online & Bandwidth Targeting
Publisher Side Solutions
• Demographic Targeting, Geographic Targeting
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Contextual Advertising
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How Behavioral Ad Sequencing WorksDelivering content to the user based on previous behaviours
• The linked sequential example could be adapted as follows:
• First Ad - user interacts and chooses music style as their selection
• Second Ad – remembers preferences and displays relevant ‘style’ creative
• Third Ad – Incentivises user to make a purchase by giving them an option to receive a free eCoupon
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Streamlines Campaign Reporting
Real Time Campaign Monitoring, Analytics and Excel Plug In
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Eyeblaster Analytics overview
Analytics
Plug-in for Excel
Reach
Impact
Relevancy
Accountability
Campaign monitor
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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 has proven to be a
valuable tool that is incredibly intuitive.
We use it on a daily basis to save time
and increase efficient analytics
measurement across our campaigns.
The Campaign Monitor has helped us to
become more involved with our
campaign performance, without having
to constantly run time-consuming reports.”
Matt Joyce - Digital Media director, The Media Store
“Quote #2
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Campaign Monitor
■ Live overview of campaign status■ Less time spent chasing for information
■ Features: Auto-refresh every 15 min Setup status Delivery status Performance status Status deterioration alerts
New features July 2008:■ Manipulate fields to only monitor relevant info■ Manipulate variables so reporting is set to your personal settings■ Export to excel – show publishers what you need doing
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Eyeblaster Analytics Highlights
Dwell Time: •Total time of user’s engagement with your ad.•Allows for comparison across all rich media formats
Dwell Time: •Total time of user’s engagement with your ad.•Allows for comparison across all rich media formats
NewNew
Unique: •Largest selection of unique metrics •Unique: impressions, clicks, interactions, expansions.
Unique: •Largest selection of unique metrics •Unique: impressions, clicks, interactions, expansions.
Site overlap: •Check your media buy: which publisher is overlapping with which
Site overlap: •Check your media buy: which publisher is overlapping with which
Performance by Frequency: •Check optimal frequency on all level: campaign, publisher, flight & ad
Performance by Frequency: •Check optimal frequency on all level: campaign, publisher, flight & ad
One-Click PowerPoint Analysis: •generate a ready-to-view Power Point presentation summarizing your campaign
Embedded Benchmarks: •measure your campaign against our benchmarks
The only IAB certified
platform for rich media
IAB Certified:
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Eyeblaster Analytic Reports (Media Agency Reports)
• DELIVERY REPORTS• Delivery Summary• UNIQUE AND FREQUENCY ANALYTICS• Unique Metrics Summary• Performance by Frequency• Publishers Unique Overlap• ENGAGEMENT REPORTS• Engagement Summary• Expandable Banner Metrics • Out of Banner Metrics• Custom Interactions Metrics• Detailed Video Metrics• CREATIVE COMPARISION REPORTS• Creative Summary• Video Ad by Name • Expansions by Ad Name• Ad Format Comparison• CONVERSION REPORTS• Conversions Summary • Conversion Comparison • ROI REPORTS
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Excel Plug-in
• Flexible and Accessible
• 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
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Efficient creative production
Eyeblaster Workshop for Flash
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Eyeblaster Workshop for Flash
Create real ad
Manage your project
Stay aware of specs
Edit ad’s layout
Preview, QA and upload
Reach
ImpactRelevancy
Accountability
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Eyeblaster Workshop for Flash
• Very easy to work with
In Flash | 0 learning curve | code free | one-click upload
• Ideal for working with freelancers
Login free | Shared templates | Local Preview
• High quality creative with high confidence
Video | Advanced creative features | local QA | Sharing
• Full control over changes
Update creative last moment | Control over video assets
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Rich Media AD Formats
Click here to view Ad Formats Samples
• Expandable Banner• Floating Ad• Floating- Expandable Banner• EB TV• Commercial Break• Full Screen Video• Home Page Takeover• In Stream• Messenger• Overlay• Page Peelback (SONY VAIO)• Synchronized Unit (Gillette Sports Champion) • Widgets• Full-Page Overlay• Pre-Roll• Polite Banner• Push Down Banner• VideoStrip• Wallpaper Ad• Window Ad
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Rich Media Ad Formats
Ad Format: Expandable Banner
Zong Mobile Music Channel
Ad Format : Floating Expandable
ZONG Super Free Mobile No
Ad Format : Eyeblaster TV
LG
Format : Floating Expandable with Video
Zong Break time offer
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Rich Media Ads Formats
Ad Format : Full Screen Video
Midway HD Interactive Video
Ad Format: Home Page Takeover
Samsung
Ad Format : Messenger
SIM City
Ad Format : Instream
Harry Potter instream
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Rich Media Ad Formats
Ad Format : Over Lay
FANTA
Ad Format: Page Peel Back
Sony VAIO
Ad Format : Synchronized Units
Gillette Sports Champion
Ad Format : Polite Banner
PEPSI
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Rich Media Ad Formats
Ad Format :Wall Paper
TATA Sky
Ad Format: Widgets
NIKE
Ad Format : Commercial Break Coca-Cola
Ad Format : SideKickMadagascar
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Rich Media Ad Formats
Ad Format :Video Strip
Advertiser : PowerAde
Ad Format: Push Down Banner
Advertiser : NIKE
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Rich Media Interactive Features
Click here to view Ad Formats Samples
• 3D • Alpha Video • Behavior • Chat In Banner • Data Capture • HD Video • Interactive Game• Maps in Banner• Mobile Text Massage• Mouse Tracker • MP3 Playlist • Upload/Download• Zip Code Locator
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Rich Media Interactive Features
Interactive Feature: Gaming
Advertiser: Sheraton
Interactive Feature :Gaming
Advertiser: Hp
Interactive Feature : Gaming
Advertiser: Voda Fone
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Rich Media Interactive Features
Interactive Feature : 3D
Advertiser HP Touch Smart
Interactive Feature : Alpha Video
Advertiser Microsoft
Interactive Feature : Chat In Banner
Advertiser Intel
Interactive Feature :Behavior
Advertiser Sony Ericsson
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Rich Media Interactive Features
Interactive Feature : Data Capture
Advertiser HONDA
Interactive Feature : HD Video
Advertiser HULK
Interactive Feature : Interactive Video
Advertiser Standard Life Investment
Interactive Feature : Interactive Game
Advertiser Barclay
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Rich Media Interactive Features
Interactive Feature : Maps In Banner
Advertiser Emirates
Interactive Feature : Mobile Text Message
Advertiser Campbell’s
Interactive Feature : Mouse Tracker
Advertiser FedEx
Interactive Feature :MP3 PlayListAdvertiser Zong China Mobile
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Rich Media Interactive Features
Interactive Feature : Download/Upload
Advertiser Levi’s
Interactive Feature : Zip Code Leader
Advertiser Land Lover
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Channel Connect Search
A revolutionary tool – bridging the gap between search and display ads
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BUYBUY
Be There — Every Step of the Way
RESEARCHRESEARCH
CLICKCLICK
INTERACTINTERACT
SEESEE
No matter where a consumer’s path takes
them — Your campaign is there
No matter where a consumer’s path takes
them — Your campaign is there
Actual Path to ConversionPerceived Path to Conversion
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Search & Display — Better Together
Display Search Search & Display
Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions)
The advantages are evident…
7x Display Only;3x Search Only
6x Display Only
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DisplayCampaignDisplay
Campaign
Search & Display — Better Together
SearchCampaign
SearchCampaign
IntegratedHolistic
Campaign
IntegratedHolistic
Campaign
Managed in SilosManaged in Silos
…and so are the challenges
Managed HolisticallyManaged Holistically
Maximize the benefits of a Holistic Campaign
Maximize the benefits of a Holistic Campaign
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Channel Connect for SearchKey Benefits
BETABETA
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Channel Connect for Search
Accurate Conversion Data
Cross-Channel Insights
Path to Conversion Analysis
SEM Independent Solution
Accurate Conversion Data
Cross-Channel Insights
Path to Conversion Analysis
SEM Independent Solution
A revolutionary tool powering the touch-points between Search and Display
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Accurate Conversion Data (de-duplication)
</display_tag></search_tag></display_tag></search_tag>
A separate tag is required for each channel
Cross-channel exposure
display
search
One purchase
</EB conversion _tag></EB conversion _tag>
Only 1 universal tag is required for all channels
When Search and Display are tracked separatelyWhen Search and Display are tracked together De- duplication -
Conversion is correctly recorded by last channel visited
Conversion is incorrectly recorded in each channel visited by the consumer
The more accurate your data — the more powerful your
decision making
The more accurate your data — the more powerful your
decision making
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Channel Connect for Mobile
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Mobile Banners
A mobile banner has the following components:
• Image
• Text
• Landing Page (where additional information can be collected)
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Managing Mobile Campaigns – Current Situation
Send media plan then creative to each publisherSend changes to each publisherGet reports from each publisherConsolidate online+mobile
Agency
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Managing Mobile Campaigns with Eyeblaster
For its client, Eyeblaster will integrate with all necessary mobile ad servers / publishers
Agency
PK Market© 2008 Eyeblaster. All rights reserved
Channel Connect for Mobile
• Supports creation, delivery, management and analytics of mobile campaigns and hybrid (mobile + online) campaigns
• Extends Eyeblaster's ad serving capabilities from online to mobile web
• First step: Serves Mobile Banners on Mobile Web and Carriers' Deck
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Plans for the Future — Different Stages
• Stage 1: Mobile Ads on Mobile Web & Carriers’ Deck
• Stage 2: Mobile Rich Media on Smart Phones
• Stage 3: Mobile Ads in Various Mobile Environments
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Mobile Banners Technical Specifications
• Hundreds of different mobile phones that:
Have different features, such as screen size
Support different technologies
• Depending on the phone, a different creative will be served.
There are 4 different sizes of image & text that are used to cover the large spectrum of mobile phones
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Mobile Banners Technical Specifications
• MMA Guidelines
(6:1 Aspect Ratio)
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Mobile Banners Technical Specifications
• MMA Guidelines
(4:1 Aspect Ratio)
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Value Proposition - Agency
NeedCurrent
SolutionsEyeblaster’s
Solution
Run online and mobile under the same campaign x
Handle efficiently various mobile publishers x
Have third party checking of delivery x
Receive real time, comprehensive and cross-channel reports x
Have post campaign detailed analysis for clear ROI x
Change and optimize creatives in runtime x
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Eyeblaster’s System
List of mobile web sites / carriers
Mobile Format
Mobile Results as Integrated Part of Campaign Results
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CONTACT US
PakistanRegional Office, Islamabad
H # 632- Street 3, G-11/1, Islamabad, Pakistan. 44000P. +92-051-2111401, 2111402
M1. +92 300 8453178 | M2. +92-300-8250308E-Mail: [email protected]
AustraliaEyeblaster, Inc.
Level 5, 387 George Street,Sydney NSW 2000, Australia
Tel: +61 2 8243 0000Fax: +61 2 9475 1041
United Kingdom15-17 Baird House, St. Cross Street
London EC1N 8UW, UK Tel: +44 (0) 20 7831 9410
USACorporate Headquarters
Eyeblaster inc135 West 18th St., 5th Floor New York, NY 10011
TEL: 646 202 1320FAX: 212 686 9208
PakistanHead Office, Lahore
104-N Block Model Town Lahore, Pakistan.P. +92-042-520 3501
M1. +92 300 846 7020E-Mail: [email protected]
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THANKS