Data for Dollars Leveraging data to empower community coalitions
Google and Eyeblaster Leveraging Rich Media to Empower Search.
-
Upload
alisha-casey -
Category
Documents
-
view
216 -
download
0
Transcript of Google and Eyeblaster Leveraging Rich Media to Empower Search.
Google and Eyeblaster
Leveraging Rich Media to Empower Search
Agenda:
Eyeblaster Company Overview
Rich Media Market Overview
Eyeblaster Solutions
Rich Media Opportunities with Google
Attendees:
Gal Trifon, Co-Founder and CEO
Doug McFarland, General Manager, North America
Eyeblaster OverviewThe Global Leader in Digital Advertising
Eyeblaster is the global leader in rich media advertising technology and the provider of the Eyeblaster Rich Media Platform.
Eyeblaster provides online advertisers and publishers with the only integrated technology solution to create, deliver and manage digital advertising campaigns through one single platform.
• Innovative leader in rich media technology since 1999
• Serving billions of banners and rich media impressions every month
• Served over 2000 campaigns in 2004 - more than any other provider
• International world class network operation - in partnership with Akamai.
• 1st rich media provider approved system-wide by AOL, MSN and Yahoo!
• Used by thousands of agencies, publishers and creative shops world wide
• More than 100 employees worldwide, 45 dedicated to product R&D
• Leading in international markets -- 15 offices in 11 countries.
• Market leader in all core online advertising territories
Eyeblaster OverviewThe Global Leader in Digital Advertising
Voted 2004’s Voted 2004’s Best Rich Media Best Rich Media
Vendor by Vendor by Jupiter's ClickZJupiter's ClickZ
EyeblasterThe Rich Media Partner for Top Publishers, Advertisers and
Agencies
A sampling of our leading customers
Rich Media Market Overview
Source: eMarketer, 2/2005
0
10
20
30
40
50
60
70
2005 2006 2007 2008
42%
51%
60%
70%Percent of online households
• Broadband will continue double digit growth over the next 3 years
• 7 out of 10 online households will have broadband by 2008
Broadband Penetration Expansion Leveraging Broadband to Deliver Richer Content
Source: eMarketer,5/2005
Rich Media Spending Continues to RiseTV Budgets, Brand and Direct Response
Rich Media Spending will grow an average of 30% each year for the next 4 years. By 2008, Rich Media Spending will double this year’s amount
$963
$1,416
$1,872
$2,314
$2,929
$3,568
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
Ad
sp
end
ing
(in
millio
ns)
2004 2005 2006 2007 2008 2009
7.8%
11.0%13.1%
17.4%20.0%
24.8%
29.7%
34.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Sha
re o
f Ma
rket I
mp
ress
ions
Q1 2003 Q2 2003 Q3 2003 Q4 2003 Q1 2004 Q2 2004 Q3 2004 Q4 2004
Source: AdRelevance, 2004
Rich Media is Growing in Leaps and BoundsStrong Performance Drives Growth
Share of Market Impressions
0
10
20
30
40
50
60
70
80
% Lift gif/jpg/html
Rich Media
Eyeblaster
Aided Brand Awareness
Online Ad Awareness
Message Association
Sponsorship Association
Brand Favorability
Purchase Intent
8.35.24.74.9
8.85.6
51
61
46
18
44
2431
75
38
5.110.1
6.1
The Value of Rich MediaGreater Returns Than Other Creative Options
Source: Time period Q4/2003. DoubleClick, February 2004
Rich Media
gif/jpg/htmlPostImpression
Activity
PostImpression
Sales
2.3%
1.47%
1.11%
0.54%
% Lift
The Value of Rich MediaPrompts Interest and Sales
Eyeblaster Solutions
The Eyeblaster Rich Media PlatformHelping Publishers Increase Revenue
Complete solution to managing rich media campaigns
Managed workflow and communication between agencies, publishers, and creative shops
Publisher maintains full control over user experience
More adopted ad formats than any other provider
Unmatched creative flexibility
Easy integration of interactive features
Video in any format
Serving premium ad inventory at high CPM
Most robust publishers creative specs database
Most comprehensive reporting in the industry
The Eyeblaster Rich Media PlatformHelping Publishers Increase Revenue
Complete solution to managing rich media campaigns
• Bandwidth detection and polite serving technologies
• Complements existing ad management solutions
• Widest reach available (OS/Browser)
• Including Firefox/Mozilla
• 24-hour worldwide client support
• Enhanced video formats for interactive
pre-roll advertising
• New premium formats
• Significant process and collaboration
improvements
• Self served rich media creation solutions
• Unified Digital Marketing Solutions
Complete solutions for marketers & agency
• Rich Media Network
• Online and PC games + mobile testing
The Eyeblaster Rich Media PlatformRoadmap
2005
• Broadband 3G mobile advertising
• Advertising in game platforms –
online & offline
• Video on demand/iTV
2006
• EZ Blaster is a publishers self served rich media extension
• Provides a rich media advertisements simple authoring tool
• Simplifies the process of rich media mockups and ad creation
• Eliminates campaign set-up turnaround times
• Similar concept to AdSense but for Rich Media
The Eyeblaster Rich Media PlatformEZBlaster
The Eyeblaster Rich Media PlatformEZBlaster – Simple UI
The Eyeblaster Rich Media PlatformEZBlaster – AutoByTel achieving success
EyeblasterUnified Digital Marketing Solutions
Plan
ning To
ols
Trafficking T
ools
Trackin
g/M
onitoring/O
ptimization T
ools
Reports a
nd A
nalytics
Legacy
Disp
lay T
echnology
Rich Media Display Technology
Flash MX MXP Components
Vide
o
Communication Layer
Creative Shops
Interface
Agency Interface
Publisher Interface
Web Mobile Games
Ad Creation Tools
Self Served
Message Authoring Campaign Management Display Technologies
Mobile Devices
Interactive TV Games
WWW
EyeblasterThe Gateway Into New Digital Channels
Rich Media Opportunities with Google AdSense
Increase revenue opportunity by up-
selling AdSense clients to rich media
results-integrated enhanced formats
– Rich media is a proven method
of increasing conversion
– Integration of search results
with rich media extends
advertiser messaging
– Proper use of rich media
upholds positive user
experience by using non-
intrusive methods, with
bandwidth-appropriate targeting
AdSense Enhanced with Rich MediaRich Media Formats Drive Revenues and Results
•AdSense site affiliates retain end users by
converting customers within their domains
–Full, secure conversions can be
completed within the ad unit. No click
through is required
•For Google’s brand advertisers, ad
interactions are preferred to click-through as
primary measurement standard
–Provides brand advertisers with in-
depth knowledge and satisfying results
–Integrated brand testing
AdSense Enhanced with Rich MediaSearch and Sponsored Links Opportunities
Text Flip Expand
Sound Zoom
Scroll
Pre-Roll is the online version of television commercial spots that are placed
before, between, and after online video content, providing more interactivity and
measurable results than TV.
Target Pre-Roll advertisements to AdSense affiliate sites with video content
Drive high CPM opportunities by integrating interactive rich media video
advertising in Google Video Search
Video Pre-Roll FormatVideo Formats Forging High Demand, High Impact
Online Offline
Product walkthrough
Rich media trials
Prioritize and implement opportunities
Search integration with rich media network and ACM
Next Steps and Looking Ahead…Achieving Rich Media Success