Post on 28-Jan-2016
Eyeblaster Media &Creative SolutionsMcGraw Hill June 20, 2008
Confidential 22
Eyeblaster Ad Campaign Manager (ACM)
Thought leader, seeking to add value
Innovative Creative Solutions
Cutting edge Tools
Robust Campaign Services
Why Eyeblaster?
Campaign Management services
Full Campaign Management– Kick off call– Spec Analysis– QA– Publisher deployment
Creative Services– Eyeblaster Friendly– Production
Premium Services– Campaign Analysis
–
Our Services
Our Campaign Process
Media Planning & Buying ,Creative Design and Production
Eyeblaster Campaign Production & QA
Publisher QA Process
X Days
Campaign Kick Off Call Review Creative concepts
Spec Analysis
Reporting Requirements
Owners :
Eyeblaster, Creative Agency ,
Media Agency
Eyeblaster creative
implementation
in the WorkshopOwner: Eyeblaster/
Creative Agency
Eyeblaster Creative Bundle
Uploaded
Owner :
Eyeblaster/Creative Agency
Full QA of Creative & Media
Owner: Eyeblaster
Media Trafficking
Owner: Eyeblaster/
Media Agency
Publisher approval process
Owner: Eyeblaster
Creative amendment
as response to possible creative
rejections from publishers
Owner: Eyeblaster/
Creative Agency
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 Flight Live
Account Management & Services
Engagement
The end of the click!
0.5%CTR 2005
0.3%CTR 2006
Below 0.2%CTR 2007
What are users doing?
22.75%Average Interaction RateAlmost double Vs. 2006
Big movers
29%Fully Played Video Rate on Expandable Banners40%Fully Played Video Rate on Polite Banners
48%Fully Played Video Rate on Expandable Banners52%Fully Played Video Rate on Polite Banners
2006 2007
Engagement
Increased Branding Performance
Increased Post View conversions
Act as basis for Behavioral targeting of Creative
Engagement with expandable video banners
36% Interaction Rate
Average Video Duration: 59.21 seconds
Over 20 seconds more than 2006
48% Full Video PlayAlmost double from last year
Engagement with polite banners
10% interaction rate
Average Video Duration: 42.55 seconds
Over 10 seconds more than 2006
52% Full Video Play10% more than last year
Eyeblaster Analytics
Eyeblaster Analytics
Analytics
Plug-in for Excel
Reach
Impact
Relevancy
Accountability
Campaign Monitor
Campaign Monitor
Focus – on quality, not quantityTime-saver – “at a glance” overviewProactive - quick & easy problem detection Hands-on - real-time campaign data
"
Campaign Monitor is a simple yet
effective campaign management tool
which provides traffickers and media
planners / buyers with constant up to date information on the status of campaigns, allowing for quicker
decision-making regarding campaign setup, delivery, performance and
ROI"Emmanuel Nana - Technical Manager PHD
“Quote #1
Excel Plug-in
Flexible and AccessibleEyeblaster Analytics Plug-In for Excel
The most reliable, accessible and flexible way to analyze data.
Directly connected to the databaseAccessible directly from ExcelSaving up to 50% of reporting timeUp-do-date by a refresh button and available offline.
Plug-in for Excel “
The Excel Plug-in tool enables my
teams to only create a report once,
then literally hit refresh every time
they need the updated data, this has
saved some of my teams over 40% of their reporting time
”.Ashley Cohen – Technology Manager
LBi UK
“Quote #2
Recent Best of Eyeblaster
Creative SolutionsMedia fragmentation & Social Media
Targeting
Targeted messaging
Increased Engagement and Response
Optimized Spend
http://demo.eyeblaster.com/demos/levi_synch_offline/
start.html
Integrate a widget in a campaign
Share this movie with your friends
Rich media ads are served as part of a campaign A widget element can be posted from the ads to any of the social networks and be shared among friends
Analytics combine distribution and rich media measurements from the campaign and
from the widget
Eyeblaster Widgets
The current opportunity with widgets: They are viral They are everywhere The provide continuous effect to a campaign They are high quality targeted
EB Widgets highlights Easy download of ad element to user page Sponsor template widgets Track downloads and distribution Track widgets interaction and rich media activity
Creative SolutionsVideo
Video - Leveraging the Medium
Video out performing other units for brand perception and Engagement
Production cost saving
Purpose shot video
Video created specifically for online use or new video used from TV shoot
Can be cheap to create
BBCMini site: Push Vs. Pull
Delivers the message with video and humour
Targeted humour deepens the brand experience
Result: High impact
MiniSimple Production
Clear call to action
Entertaining
Result: High Impact
Engagement is the key
Make it playful – make it engaging
Virgin BetsUsers played more than once!
User has control of the outcome
Engaging with humour
Create it | See it | Share it
Eyeblaster Workshop™ for Flash
Create it
See it
Share it
Freelancer
Client Media ProducerEyeblaster
Drag & Drop Video
Eyeblaster – Products and Tools
Eyeblaster Platform – The WizSimple, user friendly multi-purpose interface
Creative Best Practice
Historic focusAds have the ability to entice unlike searchTherefore, ads built to try and redirect users to a destinationPerformance often judged on CTR
ProblemsWeb use is fleeting; people do something quickly and move onClicking stops them achieving thisNovelty is wearing off, indifference creeping inCTRs consistently falling
However...Ads leave brand impressions which aren’t measured via clicks
Users don’t want to be redirected, so why try?We are not solely attempting to redirect, otherwise we’d only use searchInteracting with the ad is interacting with the brand
What is the Creative Objective?
Case Study (July ‘06 – May ‘07)
One advertiser
25 major campaigns over 1 year
340 million impressions
17 publisher sites
Over 130 post click activity opportunities tracked
Key finding: Interactions drove more conversions than clicks by 4:1
So...Users don’t click (or want to be redirected)Interactions offer measurable brand value plus drive more conversionsRich media ads offer everything a microsite offers
Therefore...Why invest time and effort in a microsite / landing page, or in traffic-driving ads?
Instead, why not create ads aimed at delivering brand experience, where users can subsequently convert in their own time...
Make the ad become the micrositeGive users a range of interaction opportunities; videos, games, downloads, data capture, reminders, upload etcMake interactions deliberate; no auto-starting video etcKeep a small but obvious clickthroughMeasure any subsequent activity from within the Eyeblaster reporting platform
Creative Conclusions
Thank You!