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Global and APAC trends
Online and analytics
The online channel is the only medium with accurate measures
Advertisers are asking for accountability – ROI
We can and should be accountable for digital executions:• First by setting the right expectations to the clients
• Then by beating the expectations with good buys, good creatives and the right analysis
This Road Show is about: Accountability
Measuring, Monitoring, Analyzing and Justifying it all,in order to help shift offline budgets to the online world.
To make you look good in front of your advertisers!!
Advertising Budget I
II Eyeblaster figures – popular formats and placements
III Broadband and Video
Agenda
Online Spend – Global (billions)
Source: PricewaterhouseCoopers (PwC), June 2007
Advertising Eyeblaster Video
Global - Market share by continents
Source: PricewaterhouseCoopers (PwC), June 2007
Advertising Eyeblaster Video
Online Spend – APAC (billions)
Source: Advertising Expenditure Forecasts – October 2007 – ZenithOptimediaAPAC includes: Australia, China, HK, India, Indonesia, Japan, Malaysia, NZ, Philippines, Singapore, S. Korea, Taiwan, Thailand, Vietnam
Advertising Eyeblaster Video
Share of Ad Spend by Medium – APAC 2006
Advertising Eyeblaster Video
Source: Advertising Expenditure Forecasts – October 2007 – ZenithOptimediaAPAC includes: Australia, China, HK, India, Indonesia, Japan, Malaysia, NZ, Philippines, Singapore, S. Korea, Taiwan, Thailand, Vietnam
Online Spend – Indonesia (Rupiah billion)
Source: Advertising Expenditure Forecasts – October 2007 – ZenithOptimedia
Advertising Eyeblaster Video
Popular rich media formats - APAC
Source: Eyeblaster APAC data – 2006‘Eyeblaster’ APAC includes: Australia, China, HK, India, Japan, S. Korea, NZ, Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam.
Advertising Eyeblaster Video
Popular rich media formats - Europe
Source: Eyeblaster Europe data – 2006
Advertising Eyeblaster Video
Rich media drives Conversion
Format Conversion
Standard Banner 0.70%
Rich Media 1.08%
Expandable Banner 1.60%
Polite Banner 0.87%
Compared to standard banners, expandable banners more than doubles conversion rate
Note: This is a case study based on one advertiser, 25 campaigns, 340MM impressions
Advertising Eyeblaster Video
The huge impact of Rich Media
98% percent of conversion paths were rich media based
12345
RM: 82%SB: 18%
RM: 98% SB: 2%
74% of total impressions were RM impressions
82% percent of conversions were rich media based
Rich Media’s halo effect: SB conversions happen due to the rich media path
Conversion
Note: This is a case study based on one advertiser, 25 campaigns, 340MM impressions
Advertising Eyeblaster Video
Ad examples from APAC
Source: Eyeblaster APAC data – 2006‘Eyeblaster’ APAC includes: Australia, China, HK, India, Japan, S. Korea, NZ, Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam.
Advertising Eyeblaster Video
HomepageTakeover
Half Banner in MSN IM
Expandable withMini Game
HomepageTakeover
Benchmark per rich media formatAPAC 2006
Advertising Eyeblaster Video
Campaign structureEurope 2006
47,999,744 7 21 11 2 2 10,841,426 6 9 8 2 24,534,456 4 6 5 1 2
>250,000,000 30 140 47 14 7
Our Top
Publisher
s
Averages per Campaign
MaxPer Campaign
10010003000
Creative sSecti
ons Secti
ons per
Pub
Format
sIm
pression
s
Advertising Eyeblaster Video
Expandable ads are the best format for “site-in-ad”
Two main challenges with expandable ads:
Getting the user to expand
• Generous hotspot rules (compare to the US)
• Expansion rate in 2006: Q1: 39% – Q4: 42%
Getting the users to stay
• Big challenge!
• Expansion duration in 2006: ranged from 31 sec (Q1) to 52 sec (Q2)
Advertising Eyeblaster Video
Banner size – APAC 2006
300x250 5% 0.39%
728x90 12% 0.20%
IR CTR Size
Web Page
Page Fold
Advertising Eyeblaster Video
Banner size – Europe 2006
300x250 19% 36% 0.57%
728x90 23% 35% 0.40%
120x600 25% 35% 0.37%
160 x600 4% 15% 0.25%
IR User
Expansion CTR Size
Web Page
Page Fold
Advertising Eyeblaster Video
Broadband penetration in APAC
Source: PricewaterhouseCoopers (PwC), June 2007
Lower broadband penetration is the main reason for lower video usage
Advertising Eyeblaster Video
Top verticals by video usage - APAC
Source: Eyeblaster APAC Data 2006
Most vertical are experimenting with videos
Advertising Eyeblaster Video
Video Utilization in top verticals
Source: Eyeblaster APAC Data 2006: Video impressions/ Rich Media impression
Video impressions/ RM impressions
Advertising Eyeblaster Video
Online budgets are growing, users are online and the connection
speed is increasing Online advertising is the place to be!
Several trends: formats and location on page
Video is an easy way to differentiate oneself in most verticals
Next step: how to use this information to run a better campaign?
What did we see?
Advertising Eyeblaster Video
Thank you