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© 2009 Eyeblaster. All rights reserved Ad Campaign Manager (ACM) Prepared By Syed Anwar Ali Shah , Jan 2,2009

Eyeblaster ACM Presentation

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Page 1: Eyeblaster ACM Presentation

© 2009 Eyeblaster. All rights reserved

Ad Campaign Manager (ACM)Prepared By Syed Anwar Ali Shah , Jan 2,2009

Page 2: Eyeblaster ACM Presentation

PK Market

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

Page 3: Eyeblaster ACM Presentation

PK Market

ConsumerPublisherAgencyAdvertiser

Search

Display

Emerging

Ad Networks

Eyeblaster- Reach- Impact- Relevancy- Accountability

MediaAgency

CreativeAgency

Changing the rules of engagement

Page 4: Eyeblaster ACM Presentation

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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

Page 5: Eyeblaster ACM Presentation

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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

Page 6: Eyeblaster ACM Presentation

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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

Page 7: Eyeblaster ACM Presentation

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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

Page 8: Eyeblaster ACM Presentation

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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

Page 11: Eyeblaster ACM Presentation

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Significant time savingsreported by key clients

Over 50%more effective thanprevious trafficking

Excel BasedTM Trafficking

Page 12: Eyeblaster ACM Presentation

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Global Campaign Manager (GCM)

Simplified Global Campaign Manager

Page 13: Eyeblaster ACM Presentation

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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

Page 14: Eyeblaster ACM Presentation

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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.

Page 15: Eyeblaster ACM Presentation

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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

Page 16: Eyeblaster ACM Presentation

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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 …)

Page 17: Eyeblaster ACM Presentation

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Revolutionary tools to optimize ads delivery to drive higher ROI

Ad Targeting

Page 18: Eyeblaster ACM Presentation

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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

Page 19: Eyeblaster ACM Presentation

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Contextual Advertising

Page 20: Eyeblaster ACM Presentation

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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

Page 22: Eyeblaster ACM Presentation

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Eyeblaster Analytics overview

Analytics

Plug-in for Excel

Reach

Impact

Relevancy

Accountability

Campaign monitor

Page 23: Eyeblaster ACM Presentation

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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

Page 24: Eyeblaster ACM Presentation

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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

Page 25: Eyeblaster ACM Presentation

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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:

Page 26: Eyeblaster ACM Presentation

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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

Page 27: Eyeblaster ACM Presentation

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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

Page 29: Eyeblaster ACM Presentation

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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

Page 30: Eyeblaster ACM Presentation

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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

Page 31: Eyeblaster ACM Presentation

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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

Page 32: Eyeblaster ACM Presentation

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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

Page 33: Eyeblaster ACM Presentation

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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

Page 34: Eyeblaster ACM Presentation

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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

Page 36: Eyeblaster ACM Presentation

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Rich Media Ad Formats

Ad Format :Video Strip

Advertiser : PowerAde

Ad Format: Push Down Banner

Advertiser : NIKE

Page 37: Eyeblaster ACM Presentation

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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

Page 38: Eyeblaster ACM Presentation

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Rich Media Interactive Features

Interactive Feature: Gaming

Advertiser: Sheraton

Interactive Feature :Gaming

Advertiser: Hp

Interactive Feature : Gaming

Advertiser: Voda Fone

Page 39: Eyeblaster ACM Presentation

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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

Page 40: Eyeblaster ACM Presentation

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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

Page 41: Eyeblaster ACM Presentation

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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

Page 42: Eyeblaster ACM Presentation

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Rich Media Interactive Features

Interactive Feature : Download/Upload

Advertiser Levi’s

Interactive Feature : Zip Code Leader

Advertiser Land Lover

Page 43: Eyeblaster ACM Presentation

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Channel Connect Search

A revolutionary tool – bridging the gap between search and display ads

Page 44: Eyeblaster ACM Presentation

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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

Page 45: Eyeblaster ACM Presentation

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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

Page 46: Eyeblaster ACM Presentation

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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

Page 47: Eyeblaster ACM Presentation

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Channel Connect for SearchKey Benefits

BETABETA

Page 48: Eyeblaster ACM Presentation

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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

Page 49: Eyeblaster ACM Presentation

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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)

Page 52: Eyeblaster ACM Presentation

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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

Page 53: Eyeblaster ACM Presentation

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Managing Mobile Campaigns with Eyeblaster

For its client, Eyeblaster will integrate with all necessary mobile ad servers / publishers

Agency

Page 54: Eyeblaster ACM Presentation

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

Page 55: Eyeblaster ACM Presentation

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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

Page 56: Eyeblaster ACM Presentation

PK Market© 2008 Eyeblaster. All rights reserved

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

Page 57: Eyeblaster ACM Presentation

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Mobile Banners Technical Specifications

• MMA Guidelines

(6:1 Aspect Ratio)

Page 58: Eyeblaster ACM Presentation

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Mobile Banners Technical Specifications

• MMA Guidelines

(4:1 Aspect Ratio)

Page 59: Eyeblaster ACM Presentation

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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