Eyeblaster Creative Capabilities & services

MRM Partners

Our Offering

Why should you work with us?

Service & Campaign Process

the Creative Opportunity

Engagement measurement

Hands-on walkthrough

The Eyeblaster PortfolioSuperior Products & Service, Spanning 13 Countries

Advertising Campaign Management (ACM) Suite

Integrated solutions that help clients and the parties they serve - bring brands to life

All Rich Media Ad formats, Video

eb.rich media

platform P&B, trafficking, Targeting,

Optimization, Tracking & Reporting

eb.campaign manager

Paid Search bid

management

eb.search

Casual In-Game

advertising solutions

eb.in-games

Creative and Trafficking Services

eb.services FUTURE

Mobile

VOD

IPTV

Why should you work with Eyeblaster?Key benefits for today’s Creative Agency

Scale

Easy to use Flash tools

Availability of Services to adapt your ads to our Platform

Reliability

Our Account Managers will implement

Measurability of Engagement and Interactivity

Advanced engagement metrics unique to Eyeblaster

Comprehensive Ad formats and features

Advanced benchmark data for Rich Media and Video

Services & Campaign Process

Designed to alleviate challenges - from the simple to the complex -

Eyeblaster service solutions make rich media campaigns easy

Service Solutions That WorkHelping Synchronize Concepts, Plans, Creative and Media

Account Management and Support

Media Services

Creative Services

Full Production Services

Remove the knowledge barrier, let us:

Check your Creative concepts against Publisher specs

Adapt your assets to the Eyeblaster Platform

Add components and commands to FLA files

Video file encoding

Ad creation in the Eyeblaster platform

Consult on Engagement and Interactivity measurement

Full Creative Services: Taking a Concept to CompletionMaking Ads High Quality and Rich

Eyeblaster Campaign Launch Process

Media Planning & Buying, Creative Design and Production

Eyeblaster Campaign Production & QA

Publisher QA Process

X Days

Campaign kick off meeting

Creative Spec and Design analysis

Designer Training

Tracking and Reporting

requirements definition

Creative Asset produced

Master Ads built in the

Eyeblaster System from

Eyeblaster Compatible assets

Media Plan inserted into

the Eyeblaster system

Full Ad QA

Ads copied to Flights/Placements

3rd Party tracking tags and

Brand survey tags implemented

in the EB system

Ads submitted to Publishers

Custom interaction defined

Publisher approval process

Creative amendment

as response to possible creative

rejections from publishers

3-5 working days (depending on publisher)

-5 -4 -3 -2 -1

3 working days

-8 -7 -6

Campaign sheets submitted to Eyeblaster

Eyeblaster IO sign-off

Collaborative TaskEyeblaster Performed TasksCreative Agency Performed Tasks Media Agency performed Tasks

Legend

Flight Live

The Creative Opportunity

The Formats

[index]

Rich Banner FormatsA Showcase of Creative Uses of Eyeblaster Formats

Polite

Initial ad creative displayed whilst page loads

Overrides banner size restriction

Xerox

Expandable

Multiple panels and/or floating ads launch from banner via click, mouse-over or auto-initiation

Adam Corolla

Push-down

User or auto-initiated push down banner

‘Slides’ publisher content aside rather than covering it

Coldplay

[index]

Out of Banner Formats

Floating

A Showcase of Creative Uses of Eyeblaster Formats

Ads display on transparent layer over page

Works within dimensions specified by sites

John Lewis

Full Page Overlay

Ads display on transparent layer over page

Can cover entire content within a web browser

Nike

Floating Expandable

Floating ad to banner

Banner can include additional multiple expandable panels

Audi A3

The Features

[index]

Volvo XC90 Seat Leon Lynx

Creative Features

Page wipes

Encouraging user interaction through compelling creative ideas

A series of animated effects in response to user interaction

Fold-out

Users control the pace of the message being revealed

Synchronised

Multiple ad units seamlessly interact across a page

Works like a page ‘mask’

[index]

Interactive Functionality

Behavioural

Encouraging user interactivity beyond mere click-thru

User interactions determine what ad is shown next

Unlimited creative ‘paths’

Levi’s

Live Data Feed

Live data fed into the ad

Updateable ad content

Optional personalisation

Weather Channel

Polling

Users respond to question/s in the ad

Aggregated results displayed to the user in real time

NRL

[index]

Video Ad FormatsEyeblaster supports video content in all formats

Video served within fixed size ad unit

Can ‘tease’ by looping few frames until user interacts

Video Strip

Strip of video plays in banner space

Rollover reveals complete video in full size with audio

Louis Vuitton

Full Screen

High impact full-page media player

Optional control buttons

King Kong

Video Banner

Honda Civic

[index]

Adidas

Video Functionality

Multi-stream

Pushing the capabilities of video content beyond streaming

Push multiple media streams into ad unit

One video can trigger another via synchronisation

WOTW

Hot-spotting

Interactive layer plays on a timeline over the video

Additional content can be navigated within the video

Mazda

Interactive

Video segments are delivered in response to user interaction

User controls the experience

[index]

The Future : Website = mini site = Ad ?

In-Game

Source: eMarketer, April 2006 (Yankee Group 3/2006)

In-Game Advertising StrengthSpending Will Reach $733 Million By 2010

34.056.5

164.7

345.2

481.8

608.0

732.5

2004 2005 2006 2007 2008 2009 2010

US In-Game Advertising Revenues, 2004-2010 (in millions)

A “new medium” that is exhibiting rapid growth

In-Game Advertisingeb.ingames - dynamic & engaging

1

Intro message

Intro message

In game reminder

2

Branded playing space

3

Between level pre-roll

• Launched with 12 GameHouse titles in July and expanding to 50 games

• 15 & 30-second commercials shown between levels w/ one ad every 10 minutes max

• Full Screen Video & Clickable In Game Reminder

• Users are granted an additional 30-min of demo time or free forever game in exchange for ads

• Sponsorship opportunities with dynamic logo placement

In-game ad solutions for marketers and game developers

In Browser;

Dynamic Pre-Roll

In Game;

Dynamic Video

In Game Streaming Video AdvertisersEarly Adopters

Advertiser Complete video play rate CTR

Honda 77% 19%

Rachel Ray 80% 15.1%

Fox (Prison Break) 70% 27.15%

Pfizer 79.8% 14.6%

Progressive 73% 21%

Lower My Bills 80% 14.6%

Gaming: Paving Roads Via New Digital Channels

New Roads

Tracking & Reporting

Statistics

Reporting Data for Online Advertising CampaignsTaking a Closer Look

judgment.

are no substitute for

-Henry Clay

Best Practices for Interaction/Engagement

measurement

(CTR) Click-Through Rate

(IR) Interaction RateAd Duration

Video Duration

Video Played Rate

(25%, 50%, 75%, 100%)

Video MutedRate

FS Started

User Initiated Expansion

Rate

What Are We Measuring?Some Important Measurements

Introduction Measurements Insights Summary Help

Total clicks / impressions

shows how many people went from the

ad to a predefined site

Number of positive interactions / impressions

(Could be more

than 100%)

The average time a user was exposed to an ad (in seconds)

Average number of seconds the video played

From all Videos that were started which

percentage reached the 25%, 50%, etc mark

The number of videos that were viewed in full screen

The number of times the video was muted by users out of video

started

Number of panels that were expanded

by users / impressions (Could be more

than 100%)

(CTR) Click-Through Rate

(IR) Interaction RateAd Duration

Video Duration

Video Played Rate

(25%, 50%, 75%, 100%)

Video MutedRate

Full Screen Started

What Are We Measuring?Definitions

User Initiated Expansion

Rate

Introduction Measurements Insights Summary Help

Closing An Ad

A Panel That

Opened By Accident

Counted as interaction

Replaying An Ad

Replaying An Ad

Counted as interaction

Clicking On Ad

Closing a Video

Video That Started

Automatically

Panels That Opened

Without The User

Eyeblaster counts only user initiated positive interactions(unless otherwise instructed)

We Measure What CountsWould You Count All Of These As Interactions?

Clicking On Ad

Introduction Measurements Insights Summary Help

It’s Easy To Inflate The Interaction RateConsumer Packaged Goods Example

Source: Eyeblaster Internal Data

422% increase

+ Negative Interactions

38%

12%

Interaction Rate

61%

+ Auto Interactions

Measurement InflationEyeblaster gives you

the precise and clear picture

Introduction Measurements Insights Summary Help

Looking for the Right MeasurementWhat is the Purpose of Each Ad?

First you must understand the purpose of the ad, and than you can choose the right measurements

Ad #1 Ad #2

Introduction Measurements Insights Summary Help

Video Started RateWhich Ad Would Get A Higher ‘Video Started’ Rate? (video started/ impressions)

Ad #1 Ad #2

If the video is hard to find, the ‘started rate’ will be lower

Introduction Measurements Insights Summary Help

Video Played RatesWhich Video Would Get A Higher ‘50% Video Played Rate’?

Ad #1 Ad #2

The video play progression rate is influenced by the length of the ad and how the video closes

Introduction Measurements Insights Summary Help

Expansion RateWhich Ad Will Have A Higher ‘Expansion Rate’?

Ad #1 Ad #2

Expansion rates are counted as one per impression.The number of panels will not automatically increase the

expansion rate.

Introduction Measurements Insights Summary Help

Monday Friday Sunday Total

Impression Interaction Impression Interaction Impression Interaction Impression Interaction

General

Unique

Monday Friday Sunday

She sees the ad again and interacts with it twice

2

Sees the ad again and interacts only once

3Debbie sees the ad,

but has no interaction with it

Evaluating Ad PerformanceHow Do We Measure Unique?

1

1 0 1 2 1 3 3

1 0 0 1 0 1 1

1

0

Unique is counted once per person, per ad

Introduction Measurements Insights Summary Help

A

B

C

Ad ID Served Impressions

Unique impressions

Average frequency

Total Clicks Unique Clicks

Total Interactions

Unique Interactions

Unique Expansions

123456 8 4 2.0 7 2 20 3 2

Evaluating Ad PerformanceDetailed Unique Metrics Report

• Joe saw 3

Frequency = Served impressions/Unique impressionsHow many times on average was each person exposed to an ad

• Debbie saw 3 impressions

• Stacy saw 1

• Bob saw 2

• Joe is a unique user

• Debbie is a unique user

• Stacy is a unique user

• Bob is a unique user too!

Total Served Impressions = 8

Total Unique Impressions = 4

Introduction Measurements Insights Summary Help