Livia Vadasz Demistifying the Metrics April 29 2010

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the metricsdemystify

Livia VadaszMarketing Manager

April 2010

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leech

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panic!

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356060

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trappers burstregisteredblogs + sitesCTR = 1m visits

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collaboration

the

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5 in every 1,000

2 are wrong audience1 clicked by accident1 doesn’t wait for load= 1 in every 1,000

CPC !!CPM =

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bridgingthe silos

30%

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Difficulty:

changing the train of

thought

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70KMPH

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35FPS

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2.7KMPH

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Teachers / kidsplayful interaction

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makingsense

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You remember:

30% what you see

50% what you see & hear70-90% what you see, hear

& touch

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Adapting the Storyline

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MSN HP Sidekick

2 minutesdwell timefully played video rate

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dwell ratepercentage of impressions

engagedwith by the user

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Global Research

Eyeblaster Dwell Research

of all ads engaged with

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Dwell Rate versus CTR

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dwell timeis the average number of

secondsa user engaged with an ad

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Hewlett Packard: 2008

“Amazing execution. Clear calls to action and love the 3D effects. Have not seen an ad unit like this before. Hats off Eyeblaster and kudos to Goodby,. Is there anything you can not do?”Digital Design Professional

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consumers show consistently that they

are willingto take time to explore brands

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sizedoes

matter?

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Double the value?

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Sony Make Believe

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Take two

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`

`

Measuring the difference

`

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`

Another little secret…

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standard adsneed a little

helping hand

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Location!

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Avatar DVD Release

branding the user environment

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Nike Football

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data showsconsumers engage with

desktopadverts for longer

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communicate35%

eMail Instant Messenger

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grass roots infiltration

word-of-mouthis the most powerful form of

advertising

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Adapting the process

Viewing the ad

Clicking on the advert

Arrival at the web page

Start exploring

TrailerView

On-site view throughRegular banner flow (Rich or Standard)

eMail Social Sites

see contentinteract

= mass audience

= deep connection

buzzcreates

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Twitter

• Twitter activity for VW rose from 5 to 700 per day• Total Facebook VW Fans – 260,000• Total YouTube video views – 87,000

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Vodafone 360

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is the key

understanding

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not all who seetouch

not all who touch

click

Brand not immediate

Response as post-view

Response in situation

Response as search

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Thank you

We’d love to hear your thoughts...

Do you have any questions?

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mediamind.eyeblaster.com

email: livia.vadasz@eyeblaster.com

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