Transcript Eyeblaster Template

Creative Workshop
How to Make a Good Impression
A user-centric approach to advertising
Dean Donaldson: Channel Development EMEA, Eyeblaster
7th November 2007
MSN Innovate, Oslo
Agenda
 The inherent challenge
 Progressive thinking
 Custom creative's
 Pushing the boundaries of existing formats
 The User’s new environment
 The power of video
 From inBanner to InStream
The Journey of the User
Inherent challenge in digital advertising
 Online advertising is generally seen in transient, linear paths
 See ad → Click → Micro site → Main site
 Can distort overall objectives
 Focus becomes about driving through to a site
 Real objective is beyond the click-thrus
 Favourable awareness and then action
 Ultimately a purchase of a product or service
 Feed the user where they are
 Users are more calculated in their approach
 They choose delivery method and customise their environment
 The rise of ‘desktop widgets’ – browser is no longer king
 The need to speak to the user personally wherever they are
CTR: Overall vs Video
Dropped from 5% to less than 1% in 5 years
3.50%
CTR
3.00%
CTR (v ideo)
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
H1 '04
H2 '04
H1 '05
H2 '05
H1 '06
H2 '06
 Media Firsts:
“What new format or feature can you recommend
that will get me the best click-thru rates?”
H1 '07
From Pull – “Traffic Drivers”
Trying to pull the users to your website
MSN
YAHOO!
WEBSITE
AOL
 Average CTR is below 0.3%
 Clicks are not pre-qualified
ORANGE
To Push – “Smart Ads”
Pushing content to the user, exactly where they are
YAHOO!
MSN
WEBSITE
AOL
 Average dwell time is
about one minute
ORANGE
Development of the web
 Web 1.0 – Content
 Web 2.0 – Conversation
 Web 3.0 – Convergence
The big ‘Con’?
= clicks!
It’s all about Conversions!
The Art of Blending
 Advert in shop window
 Set up stall in a mall
 Juggling clowns
Enhanced Experience
Distract and Immerse – Engaging the consumer in situ
Brand Response
Nissan – QashQai
C4 – Mousetracker
ITV – Dinosaurs
Canon – Eos
P910i – 2004
 Delivers content to the user where
they are – attracts, teases, engages
 Offers choice to the 90%+ users
who don’t click-thru
 Results prove interaction overrides
typical ad timeout – over 1 minute!
Harry Potter FR – Custom Homepage
Vodafone NL – Custom Homepage
Sony Pictures HK – Custom Homepage
British Airways UK – Synchronised
Audi ES – Overlay to Expandable
Understanding the User
The consumer as an individual, not a mass
 Each user journey is unique
 A number of sub-conscious and conscious factors of awareness
that influence the final decision
 A number of measurable interaction points that make up the whole
 Seeking a truer representation
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Who are the Uniques?
Where did they actually come from?
What did those Uniques do?
What was their actual intention?
How did we influence them?
Did we drive a conversion?
EU Tobacco (Multi) – Behavioural
 93% of interactors saw second sequenced advert
 Those who saw second advert were positively
inclined towards click thru
A Converging World
Extending digital reach beyond the browser
Homepage extends reach to a main web access point
 User customisation ensures a central point of reference for news and
search when opening a browser and beginning to surf the web
Email often can see an increase in data capture compared to web pages
 A user is already typing and therefore responsive to type in an advert
and get back to what they were doing rather then merely clicking away
Desktop applications can bring all three channels together
 Can auto-log on and fire up an overview screen revealing news, emails
and contacts in one central place without the need to open up a browser
So what we have here is start of cross-channel convergence
 In this case run-of-network across MSN channels
 By working across all three channels simultaneously, reach was ensured
irrespective of the digital jump point the user preferred to access
Beyond the Browser – Mail & Messenger
Wide Expanding
Skyscraper
Expandable Messenger
Mars UK – Run-of-Network Data Capture
 35,000 emails
captured in one single day!!
Login MPU
Synchronised
Messenger
 10% of users played the game
 60% played more then once
 18% interacted with IM banners
 Brand exposure 10x more in
IM then on homepage
Homepage
VideoStudio – setting the new standard
One single package - multiple videos to match user environment

Auto-detection of plug-in
 Flash 7
 Flash 8
 WMP
Pre-click Interactivity Tracking
Get a full view of your campaign success
Honda Civic
Test Drive
Brochure Request
More Information
Main Click
Rotate
Dwell-time =
Brand awareness
 Best Practice: Track all elements in an ad
Justify Your Campaign Success
Drilling down to find the conversion factor
Plan Your Next Move
How to justify a low CTR!
MSN Video Portal – Passive & Active
 Video Content
 PreRoll (15/30)
 Companion Ad
 Auto retracts to
leave the brand
on page
 InStream ideas
OnPage
InPlayer
Player
Thank You
We hope we have made a Good Impression!
Dean Donaldson: www.deandonaldson.com
And Eyeblaster (Easy Concepts) reprehensive for Norway is:
Danny M. Van der Cingel (Business Development Director)
[email protected] | +31 (0)2 068 39 857