Presentacion Publicidad Digital Automocion Eyeblaster Junio2010
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Transcript of 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
© 2009 Eyeblaster. All rights reserved
widest
reach
© 2008 Eyeblaster. All rights reserved
Conducción asistida
abs
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Autonomous Driving
“Mira, sin manos!”
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El mañana hoy
© 2009 Eyeblaster. All rights reserved
testingtime
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20 billion impressions
38 million clicks
8 million hours
© 2009 Eyeblaster. All rights reserved
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
© 2009 Eyeblaster. All rights reserved
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%
© 2009 Eyeblaster. All rights reserved
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
© 2009 Eyeblaster. All rights reserved
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
© 2009 Eyeblaster. All rights reserved
Brand Message
Technology Applied
Direct Response Campaign
Brand Campaign
Search Campaign
Other Marketing
Website
Social Media
Content
© 2009 Eyeblaster. All rights reserved
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
© 2009 Eyeblaster. All rights reserved
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
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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
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Los ciclos de compra
han
cambiadodrasticamente en los
últimosaños
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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
© 2009 Eyeblaster. All rights reserved
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
Technolo
gy
Convers
ion R
ate
Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide.
Conversion Rate by Placement
Relevancy
Average
© 2009 Eyeblaster. All rights reserved
Consumer‟s Want Information
• Searching for information
• Visiting your site
• Interacting with ads
• Responding to other offers
• Interacting social content
Coupe SUV Family Sedan
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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
© 2009 Eyeblaster. All rights reserved
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
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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
© 2009 Eyeblaster. All rights reserved
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
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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
Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide.
© 2009 Eyeblaster. All rights reserved
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
© 2009 Eyeblaster. All rights reserved
70MPH
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interacción30% lo que ves
50% lo que ves & escuchas
70-90% lo que ves, escuchas
& tocas
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Targeting and Retargeting
visited the web
never seen offer
engaged with ads
seen a previous
offer
Version A
Version B
Version C
Version D
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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
© 2009 Eyeblaster. All rights reserved
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
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consumidorcomodón
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The lingering effect of display
up to 3 week delay on search
Display causes brand recall in search at the Consumer‟s convenience
optimization?
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mensajesQue muevenmetal
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Better Lived Together
tracking offline a través
del móvil
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del usuario
atenciónatraer la
cómo
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perdidosen el
desierto
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Porsche Panamera
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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
Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide.
© 2008 Eyeblaster. All rights reserved
Interactive Video
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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
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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
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Tráfico al site
Un alto Dwell aumenta el tráfico al site
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© 2009 Eyeblaster. All rights reserved
Un alto Dwell aumenta lasbúsquedasrelacionadas con la marca
Brand Related Search
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© 2009 Eyeblaster. All rights reserved
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
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Brand Engagement
Alto Dwell
más búsquedas
más page views
más tiempo en el site
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un alto dwell
lleva a un altoratio de conversión
High dwell leads to high conversion
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mensaje
relevante
mantiene tuqué es lo que
What keeps messages relevant
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contextual
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The rise of personalized messagingT
ime s
pent onlin
e
Consumer knowledge about products
Mass Messaging
Direct to Consumer
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D2C Messaging Toolset
Direct to Consumer
Smart Versioning
Conversion Tagging
Sequencing Retargeting
Media Plan
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una estrategia para el ciclo de compra
construyendoIs “Grow/Shrink
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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 „
© 2008 Eyeblaster. All rights reserved
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
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Consumer Life Cycle (CLC)
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Influencing the right buying decision
User A – Awareness
User D- Financing offer
User B- Offer more information
User C- Drive to „demo‟ the product
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word-of-mouthla forma más poderosa de
publicidad
Word of Mouth is most powerful form of advertising
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2.0web
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
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
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• 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
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© 2009 Eyeblaster. All rights reserved
Gestionando Distribuidores
Locations
Prices
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Adaptando al mensaje por la ubicación
del distribuidor
Dynamic Insertion
Dynamic Insertion
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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
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Mercedes Connect
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In-Banner Conversions
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
Impact drives Conversions
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In-Banner Conversions
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
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Summarising recommendations
Continuous messaging
Addressing dealer
complexities
Increasing message relevance
Smart Versioning and
Sequencing
Rich Media Sequencing
Smart Versioning/
Global Service
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Integrating Campaigns
Dealer Traffic
Campaign
Tier 1 Brand
Campaign
Search Campaign
Other Digital
Content
Website
Social Media
Content
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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
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tan sólo estamos
calentandomotores
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mediamind.eyeblaster.com
email: [email protected]
info.deandonaldson.com
@eyeblaster
@creative_zone
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