Presentacion Publicidad Digital Automocion Eyeblaster Junio2010

© 2009 Eyeblaster. All rights reserved

Aplicación estratégica de la tecnología digital

Atrapando la audiencia de automóviles

Dean DonaldsonDirector of Digital Experience

June 2010

http://www.eyeblaster.com/


widest

reach


Conducción asistida

abs


Autonomous Driving

“Mira, sin manos!”

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

El mañana hoy


testingtime


20 billion impressions

38 million clicks

8 million hours


Comprando automóviles

.28% 14% 12%

9% 8% 4%‘The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC

current car non-functional/non-existent

better fuel efficiency change of circumstances

wanted another vehicle latest feature better financing


Internet use for auto research

74%77%

73%

80%74%

61%

74% 75% 78%82%

64%

71% 70%

82% 82%

69%

84%

AU DE ES FR IT JP NL NZ UK US AR BR MX PO CN IN RU

‘Percentage of auto buyers who used on as a significant source of research

The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC

74%


Primary resource for information

47%

27%

12%

6% 5% 3%2%

Internet Dealerships Friends and Family

Magazines Newpaper Private Seller Television

‘Percentage of global auto buyers who used as primary source of information

The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC

24x

12x

8x


Selling cars has changed

• Online is the first 'test drive'

• Website is the center point for

communication (not dealers)

• Social media has increased the importance

of peer recommendation

Customer preference is defined

before the showroom


Brand Message

Technology Applied

Direct Response Campaign

Brand Campaign

Search Campaign

Other Marketing

Website

Social Media

Content


La tecnologíaque usas, hace la

diferenciaEn qué tan efectivo

conectas con los

consumidores

The technology you use, makes a difference on how effective you engage consumers


If I asked people what they wanted,

I‟d have built them a faster horseHenry Ford

If I asked people what they wanted, I‟d have built them a faster horse


Addressing Online Potential

extended purchase cycles

meeting the needs of dealers

messages that move metal

Smart Versioning and

Sequencing

Smart Versioning/ MediaMind

Rich Media Sequencing


Los ciclos de compra

han

cambiadodrasticamente en los

últimosaños


Consumer Purchasing Habits

• About 90 days in total length

• Nearly 11.5 days spent

actively researching

• An average of 4 makes are

considered

• About 60% are going to switch from

their incumbent car

Relevant and Continuous Messaging


0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

0.7%

0.8%

0.9%

1.0%

Auto

Tra

vel

Weath

er

Fin

ance

Music

Insta

nt M

essagin

g

Health

and B

eauty

Hom

e P

age

New

s

Oth

er

Life

sty

le

Sport

Maps

Socia

l Netw

ork

Ente

rtain

ment

Mail

Technolo

gy

Convers

ion R

ate

Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide.

Conversion Rate by Placement

Relevancy

Average


Consumer‟s Want Information

• Searching for information

• Visiting your site

• Interacting with ads

• Responding to other offers

• Interacting social content

Coupe SUV Family Sedan


Coupe SUV Family Sedan

Data Synched Creative

• Target by previous campaign/search performance

• Retarget by website visits

• Target by geography

• Retarget on interaction with other marketing efforts


El peorerrorque los anunciantes de automóviles

pueden cometer en el

marketing de hoy

en el radares no mantener a los clientes

Worst mistake modern marketers can make is let customers slip off radar

© 2010 Eyeblaster. All rights reserved.

The Power of Tagging

Optimization Targeting

Segmentation

actionable dataharness

the power of


Previous Campaigns

Tag Placement

• Campaign landing

pages

• Unfinished lead

forms

• Homepage visits

• Email campaigns

• Social media feeds

• Fan pages

• Search results

• Interactions

• Video plays

• Impressions

• Dwell

WebsiteMarketing Programs


Automatic Success Driver

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

1 5 9 13 17 21 25

Weeks

Average Conversion Rates (6 months)

Auto-Optimized Campaign

Conversion Rate

Manually Optimized Campaign

Conversion Rate


Optimization and Conversion Rate

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

Automatic Optimization Even Distribution Time-based Weighted

Convers

ion R

ate



Segmentation of Digital Audiences

engaged with marketing

media plan

not engaged with marketing

interacted with an ad visited the

websitenever seen

an offer

not responded to previous

offer


70MPH


interacción30% lo que ves

50% lo que ves & escuchas

70-90% lo que ves, escuchas

& tocas


Targeting and Retargeting

visited the web

never seen offer

engaged with ads

seen a previous

offer

Version A

Version B

Version C

Version D


Combining Metrics

• Measure search results and display results in the same view

• Input other channels analysis for better synergy

• Company KPI goals sit side by side with the results of the interest

driven from the campaign

Search Data

Other Marketing Campaigns

Campaign Data

Website data


Data Un‟silo‟ed

0

500

1000

1500

2000

2500

3000

0

100000

200000

300000

400000

500000

600000

700000

800000

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Display Campaigns Effect on Search

Total Conversions

Number of Searches

Display Impressions

Search Campaign

Begins

Display Campaign

Begins

Rich Media Campaign

Begins


consumidorcomodón


The lingering effect of display

up to 3 week delay on search

Display causes brand recall in search at the Consumer‟s convenience

optimization?


mensajesQue muevenmetal


Better Lived Together

tracking offline a través

del móvil


del usuario

atenciónatraer la

cómo


perdidosen el

desierto


Porsche Panamera

http://demo.eyeblaster.com/Claudio/Porsche/porsche_home.html


User Response

0.0%

0.1%

0.2%

0.3%

0.4%

Standard Banner Rich Media

Clic

k T

hro

ugh R

ate

Click Rate

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

Standard Banner Rich Media

Convers

ion R

ate

Conversion Rate



Interactive Video

Examples/Mini_Smile/index.htm

http://creativezone.eyeblaster.com/




Adding video to Rich Media nearly doubles Dwell Time, and increases Dwell Rate by 29%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

No Video Video

0

10

20

30

40

50

60

No Video Video

Campaign Booster

Performance of Rich Media with and without Video

Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Worldwide.

Dwell TimeDwell Rate


HD increases attention and retention by ~17%

0%

10%

20%

30%

40%

50%

60%

Other HD Video

HD Video AdsHD Video Performance

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

0%

2%

4%

6%

8%

10%

12%

Other HD Video

AttentionDwell Rate

RetentionVideo Fully Played Rate


Tráfico al site

Un alto Dwell aumenta el tráfico al site



Un alto Dwell aumenta lasbúsquedasrelacionadas con la marca

Brand Related Search



The Impact of Dwell

Higher Dwell Rate is linked to higher Conversion Rate

Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009. Worldwide

Dwell Rate

Conversions Rate


Brand Engagement

Alto Dwell

más búsquedas

más page views

más tiempo en el site


un alto dwell

lleva a un altoratio de conversión

High dwell leads to high conversion


mensaje

relevante

mantiene tuqué es lo que

What keeps messages relevant


contextual

http://origin.demo.eyeblaster.com/ContextualAds/automotive/FordEscape.html


The rise of personalized messagingT

ime s

pent onlin

e

Consumer knowledge about products

Mass Messaging

Direct to Consumer


D2C Messaging Toolset

Direct to Consumer

Smart Versioning

Conversion Tagging

Sequencing Retargeting

Media Plan


una estrategia para el ciclo de compra

construyendoIs “Grow/Shrink


Consumer Stages of Purchase

Inspiration Exploration

Research Comparison

Personalization Experience

Locate Purchase

• Automotive purchase stages

• At each stage there is need that must be

met

• Micro-messaging to individual stages

Increases relevancy of the product

Consumer 'chooses' the message by the their

previous actions

2009 Volkswagen Study ‟13 Behaviors of Purchase and Ownership „


1. Points of measurement?

2. Technology insertions?

consideration

awareness

evaluation

purchase

retention“attract

convertretain”

Display AdvertisingRich Media / Standard Display

Video InBanner / InStream

InGame

Microsite AdvertisingIn situ on site within Banner

External link by Click

Search AdvertisingIndependent Research

Rating MechanismsCommitment Process

In situ on site within Banner

Client site / Reseller Site

Offline in-Store

Brand AdvocacyRetargeting of user to up-sell

Encourage recommendation

via Widgets

Cost Effective

Expensive

CPC / CPE

CPA / ROI

Dwell Time


Consumer Life Cycle (CLC)


Influencing the right buying decision

User A – Awareness

User D- Financing offer

User B- Offer more information

User C- Drive to „demo‟ the product


word-of-mouthla forma más poderosa de

publicidad

Word of Mouth is most powerful form of advertising


2.0web




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 content

interact= mass audience

= deep connection

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



Gestionando Distribuidores

Locations

Prices


Adaptando al mensaje por la ubicación

del distribuidor

Dynamic Insertion

Dynamic Insertion


Ad

Spain

Barcelona

SUV

Free 3/yr service

€5,000 off model

Coupe

Free 10k/mi service

Typical 0% APR

Madrid

Sedan

Free 10k service

0% APR

Coupe

Cash Back

No interest for 3 yrs

Sevilla SUVFree 3/yr service

€3,000 off model

France

Sedan

Coupe

Convertible

UK

SUV

Sedan

Coupe

• Manage templates for dynamic

insertion

• Assist in set-up strategy

• Monitor campaign for potential

errors (before they happen)

Gestionando los detalles


Certified Pre-Owned



Mercedes Connect

http://www.eyeblasterwiz.com/Eyeblaster.Preview.Web/Default.aspx?previewID=LhYgnG2ofvuEb2KRRzxs2LP0kxX6gdtnGkcTQ/Mov0GyCTH4FkAZHA==&AdID=2560119&lang=en-US


In-Banner Conversions

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08

Impact drives Conversions


In-Banner Conversions

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08


Summarising recommendations

Continuous messaging

Addressing dealer

complexities

Increasing message relevance

Smart Versioning and

Sequencing

Rich Media Sequencing

Smart Versioning/

Global Service


Integrating Campaigns

Dealer Traffic

Campaign

Tier 1 Brand

Campaign

Search Campaign

Other Digital

Content

Website

Social Media

Content


Q2

90 days90 days 90 days90 days

Next Steps- Test CampaignQ1 Q4

Summer blowout Holiday PromotionSpring sales event

• Create one funnel driven campaign with tiered messaging strategy

• Rotate brand and DR messages in based on user previous actions

• Integrate search campaign data for retargeting

• Optimize based desired result (driving traffic, downloads, etc)

Q3

90 days

Tier 1 Brand New Model Launch

MediaMind driven campaign


tan sólo estamos

calentandomotores


mediamind.eyeblaster.com

email: [email protected]

info.deandonaldson.com

@eyeblaster

@creative_zone

Más información

http://www.eyeblaster.com/


Documents

Presentacion Publicidad Digital Automocion Eyeblaster Junio2010