consumer

© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved

consumercourting the

spending quality time with your audience

Joe GirlingVP of Global Sales

January 2011

http://www.condenast.com/index.html

© 2010 MediaMind Technologies Inc. | All rights reserved

Media Tomorrow (2012+)

Newspapers

Electronic Ink (e-ink)

Magazines

Cinema

Radio

IPTV

Outdoor

Digital Outdoor

MobileSearch

ClassifiedsStandard Display

Rich Media InStream

Broadcast and Cable

TV

Video Advertising

Text Links

Micro-sites

Blogging

In-Game Ads

Social Networking

Ad-funded apps

User Generated

Pre-Roll

Interactive Video

Digital Product Placement

5 second spot

PodCasting

Ad-funded OS

Portable Media Ads

Mash-UpsWidgets


audience time30%


marketing budget

<2%


what are the

biggest barriers to online

investment?

clickthe


6%online population

50%of all display ad clicks


5 in every 1,000

.5%02 are wrong audience

1 clicked by accident

1 doesn’t wait for load

= 1 in every 1,000CPC !!CPM =


what about the

995?20%40x1:10


CTR

IR

ExpansionRate

Expansion Duration

Interaction Duration

User initiated Expansion

Full Play Rate

Video startRateVideo Average

DurationVideo 50%

Played Rate

Video FullyPlayed Rate

Video Mute Rate

Post ClickConversion Post Click

Average Latency

Unique Interacting Users

Unique Video Viewer

Tracking beyond the click

Dwell rate

Dwell time


datais the key

understanding


Laying the right foundation ..

What’s the campaign objectives? What is the purpose of your campaign:

Direct response - Take users to a website? • CTR

• Data capture

Branding : Keeping users engaged? • Brand Engagement: Dwell rate, dwell duration

• Consumer insights: Custom interactions• Video: Video started, video duration

Make sure the team knows the right questions to ask!!


© 2008 Eyeblaster. All rights reserved

brandbuilding


Teachers / kidsinteraction


makingsense


You remember:

30% what you see

50% what you see & hear

70-90% what you see, hear

& touch


MSN HP Sidekick

2 minutesdwell time70%fully played video rate


dwell timeis the average number of

secondsa user engaged with an ad


dwell ratepercentage of impressions

engagedwith by the user


Dwell Rate versus CTR

25x


No Video Video0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

No Video Video0

10

20

30

40

50

60

70

Performance of Rich Media with and without Video

Source: MediaMind Research. Data: Q4 2008 to Q3 2009, Worldwide.

Dwell Time Dwell Rate

Adding video to Rich Media doubles Dwell Time, and increases Dwell Rate by 25%.

X2 +25%

Dwell Research


High Dwell increases brand related search X3

High Dwell increases site traffic by +69%Rich Media Research


Dive in! Immersive media

Chanel No.5

http://creativezone.mediamind.com/#ItemName=Chanel%20No5


3D & Screengrab (Glider)

http://www.mediamind.com/creative_zone/xbox_glider/index.html


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


Innovative use

of video

doubles performance

compared tosimple use of video in banners


Interactive HD Video

http://creativezone.mediamind.com/#ItemName=Avatar%20Interactive%20Trailer%20with%20HD%20and%20Hot%20Spots

http://www.eyeblaster.com/creative_zone/pushdown_avatar/index.html


Interactive Video

http://demo.eyeblaster.com/Creative_Zone/mini_wp_msn/index.html

http://creativezone.mediamind.com/#ItemName=Irish%20Spring%20Charminator

http://www.mediamind.com/creative_zone/Piranha_3D/index.html


GetTalked About!


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

tear-and-

sharesee contentinteract

forw

ard-to

-

friend

buzzcreates


Twitter

• 1% YoY uplift in site visits

• Twitter activity for VW rose from 5 to 700 per day

• Total Facebook VW Fans – 260,000

• Total YouTube video views – 87,000

http://web09.eyeblaster.com/external/Volkswagen_twitter/start.htm

http://creativezone.eyeblaster.com/#ItemName=Volkswagen%20-%20Twitter%20in%20banner


RefreshEverything


Banner Upload

14%

http://web09.eyeblaster.com/external/Pepsi_refresh_everything/start.htm


Stay relevant, created targeted

message


REVIEW:


Dylan

PortaeCillian

Four Characters …

Mollie

Personalised pleas to parents to quit ..

http://www.youtube.com/watch?v=POrZE9rIAds


..Five phases of message ..

..unless ..

Placement Specific Versions....

1234• Generic • News• Hotmail • Gossip • Sport




beyond thebrowser

http://www.mediamind.com/creative_zone/avatar_ipad/index4.html


HTML5

http://www.mediamind.com/creative_zone/avatar_ipad/index4.html


not all who see

touchnot all who touch

click

Brand not immediate

Response as post-view

Response in situation

Response as search


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

www.mediamind.com


phone number here

[email protected]

@mediamind_chat

@creative_zone

http://creativezone.eyeblaster.com/

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved

Thank you!

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