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Courting The Consumer by Dean Donaldson, Eyeblaster

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TBWA\ Busted
TBWA\ Busted

The document discusses new opportunities for advertisers in an increasingly fragmented media landscape. It highlights how rich media and interactive ads can improve consumer engagement by incorporating multiple senses. Examples show how in-banner forms and games can significantly increase conversions and data capture compared to traditional display ads. The document advocates experimenting with cross-channel campaigns to reach consumers across devices and locations.

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courting the consumer connecting consumer behaviour with advertiser objectives Dean Donaldson Digital Experience Strategist February 2009 ? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
Reuben Mattus (1912 - 1994) ¡° Lose Control ¡± ? 2008 Eyeblaster. All rights reserved
eyeblaster is the only IAB certified agency ad server ensuring confidence in online metrics IAB accreditation awarded in April 2008 for general ad serving, rich media and video ? 2008 Eyeblaster. All rights reserved
global rich media ? 2008 Eyeblaster. All rights reserved
together ? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
Today¡¯s media is interactive¡­ ? 2008 Eyeblaster. All rights reserved
immediate¡­ ? 2008 Eyeblaster. All rights reserved
fragmented¡­ ? 2008 Eyeblaster. All rights reserved
simultaneous! ? 2008 Eyeblaster. All rights reserved
media overload ? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
User Generated vs Professional Content 80% of content viewed on YouTube is professionally produced Source: NBC Research ¨C YouTube Analysis ¨C Feb08, April 08 ? 2008 Eyeblaster. All rights reserved
Citizen Scheduler ? 2008 Eyeblaster. All rights reserved
Amazon compare amazon instantly ? 2008 Eyeblaster. All rights reserved
by 2010 traditional TV advertising will be one third as effective as it was in 1990 Source: 2006 McKinsey & Co ? 2008 Eyeblaster. All rights reserved
build brand moments ? 2008 Eyeblaster. All rights reserved
brand building ? 2008 Eyeblaster. All rights reserved
interaction Teachers / kids ? 2008 Eyeblaster. All rights reserved
making sense ? 2008 Eyeblaster. All rights reserved
You remember: 30% what you see 50% what you see & hear 70-90% what you see, hear & touch ? 2008 Eyeblaster. All rights reserved
Did they see? ? Effect without touch ? Correct response? ??Watch TV ? Click-thru ? 2008 Eyeblaster. All rights reserved
Enhanced Experience Warner Bros BBC Ideal Disney NIVEA ? 2008 Eyeblaster. All rights reserved
cracking the ? 2008 Eyeblaster. All rights reserved
50% of all display ad clicks online population ? 2008 Eyeblaster. All rights reserved
click just because they doesn¡¯t mean it sticks ? 2008 Eyeblaster. All rights reserved
lost desert in the ? 2008 Eyeblaster. All rights reserved
CPM = 2 are wrong audience 1 clicked by accident CPC !! 1 doesn¡¯t wait for load 5 in every 1,000 = 1 in every 1,000 ? 2008 Eyeblaster. All rights reserved
direct response 0.5% = 5 per 1,000 ? 2008 Eyeblaster. All rights reserved
what about the 995 20% 1:10 40x ? 2008 Eyeblaster. All rights reserved
dwell time is the average number of seconds a user engaged with an ad ? 2008 Eyeblaster. All rights reserved
Day of the week Average Dwell 80 73 67 70 61 60 60 55 53 51 Sec. 50 40 30 20 10 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday On average, weekday Dwell Time is 10 seconds longer than weekends* * Weekdays (Mon ¨C Fri): 62 Sec. Weekends: (Sat ¨C Sun): 52 Sec. ? 2008 Eyeblaster. All rights reserved
Hewlett Packard: 2008 ? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
Beyond the browser Homepage extends reach to a main web access point Email often can see an increase in data capture compared to web pages Desktop applications can bring all three channels together cross-channel convergence So what we have is the start of ? Work all channels simultaneously to ensure reach irrespective of access point Mobile? Search Web Page eMail Social Sites Messenger ? 2008 Eyeblaster. All rights reserved
Page Skins ? 2008 Eyeblaster. All rights reserved
desktop ? 2008 Eyeblaster. All rights reserved
Beyond the Browser ¨C Mail & Messenger Wide Expanding Skyscraper Expandable Messenger ? 2008 Eyeblaster. All rights reserved
Beyond the Browser ¨C Mail & Messenger ? 2008 Eyeblaster. All rights reserved
the new consumer ? 2008 Eyeblaster. All rights reserved
communicate ? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
grass roots infiltration word-of-mouth is the most powerful form of advertising ? 2008 Eyeblaster. All rights reserved
Refresh Everything ? 2008 Eyeblaster. All rights reserved
Pepsi refreshes everything ? 14% ? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
takes it to the next level ? 2008 Eyeblaster. All rights reserved
tracking the ? 2008 Eyeblaster. All rights reserved
today ? 2008 Eyeblaster. All rights reserved
tough times ? 2008 Eyeblaster. All rights reserved
buy one get one ? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
what color ? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
abandonment ? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
? 2008 Eyeblaster. All rights reserved
direct response ? 2008 Eyeblaster. All rights reserved
In-Banner Conversions Conversion Rate (on-site vs in-Banner) 1.20% 1.06% 1.00% 0.80% Impact drives Conversions 0.60% 0.51% 0.40% 0.20% 0.20% 0.00% Standard Banner Rich Banner Data Capture * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ¡¯08 - Dec ¡¯08 ? 2008 Eyeblaster. All rights reserved
Viewer-to-Converter On-site conversion In-banner Conversion Regular banner flow (Rich or Standard) Rich Media banner flow Unique Viewers: 42.79% Viewing and / or interacting with the ad Viewing and /or interacting with the ad Unique Interactors: 7.4% Clicking on the advert Dwell Time: 78.1 secs Arrival at the Submit web page Details converters: simplify 38.6% Sign-in start page process Confirm Details Confirm Page * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ¡¯08 - Dec ¡¯08 ? 2008 Eyeblaster. All rights reserved
In-Banner Conversions Unique Clicking Users vs. Form Submission 1.20% 1.06% 1.00% 0.80% 0.60% 0.40% 0.14% 0.20% 0.00% Click Through Rate In - Banner Conversion Rate ? 2008 Eyeblaster. All rights reserved
Mars UK ¨C Run-of-Network 35,000 emails captured in one single day!! Login MPU Synchronised Messenger ? 10% of users played the game ? 60% played more then once ? 18% interacted with IM banners ? Brand exposure 10x more in IM then on homepage Homepage ? 2008 Eyeblaster. All rights reserved
MSN NL ¨C In-Banner Conversion ? 500 registrants 20 data fields over 4 tabs ? gave away bank details!! Full personal contact details 5% conversion ? 2008 Eyeblaster. All rights reserved
More Information creativezone.eyeblaster.com email: dean.donaldson@eyeblaster.com blog: www.deandonaldson.com ? 2008 Eyeblaster. All rights reserved

More Related Content

Courting The Consumer by Dean Donaldson, Eyeblaster

  • 1. courting the consumer connecting consumer behaviour with advertiser objectives Dean Donaldson Digital Experience Strategist February 2009 ? 2008 Eyeblaster. All rights reserved
  • 2. ? 2008 Eyeblaster. All rights reserved
  • 3. Reuben Mattus (1912 - 1994) ¡° Lose Control ¡± ? 2008 Eyeblaster. All rights reserved
  • 4. eyeblaster is the only IAB certified agency ad server ensuring confidence in online metrics IAB accreditation awarded in April 2008 for general ad serving, rich media and video ? 2008 Eyeblaster. All rights reserved
  • 5. global rich media ? 2008 Eyeblaster. All rights reserved
  • 6. together ? 2008 Eyeblaster. All rights reserved
  • 7. ? 2008 Eyeblaster. All rights reserved
  • 8. Today¡¯s media is interactive¡­ ? 2008 Eyeblaster. All rights reserved
  • 9. immediate¡­ ? 2008 Eyeblaster. All rights reserved
  • 10. fragmented¡­ ? 2008 Eyeblaster. All rights reserved
  • 11. simultaneous! ? 2008 Eyeblaster. All rights reserved
  • 12. media overload ? 2008 Eyeblaster. All rights reserved
  • 13. ? 2008 Eyeblaster. All rights reserved
  • 14. User Generated vs Professional Content 80% of content viewed on YouTube is professionally produced Source: NBC Research ¨C YouTube Analysis ¨C Feb08, April 08 ? 2008 Eyeblaster. All rights reserved
  • 15. Citizen Scheduler ? 2008 Eyeblaster. All rights reserved
  • 16. Amazon compare amazon instantly ? 2008 Eyeblaster. All rights reserved
  • 17. by 2010 traditional TV advertising will be one third as effective as it was in 1990 Source: 2006 McKinsey & Co ? 2008 Eyeblaster. All rights reserved
  • 18. build brand moments ? 2008 Eyeblaster. All rights reserved
  • 19. brand building ? 2008 Eyeblaster. All rights reserved
  • 20. interaction Teachers / kids ? 2008 Eyeblaster. All rights reserved
  • 21. making sense ? 2008 Eyeblaster. All rights reserved
  • 22. You remember: 30% what you see 50% what you see & hear 70-90% what you see, hear & touch ? 2008 Eyeblaster. All rights reserved
  • 23. Did they see? ? Effect without touch ? Correct response? ??Watch TV ? Click-thru ? 2008 Eyeblaster. All rights reserved
  • 24. Enhanced Experience Warner Bros BBC Ideal Disney NIVEA ? 2008 Eyeblaster. All rights reserved
  • 25. cracking the ? 2008 Eyeblaster. All rights reserved
  • 26. 50% of all display ad clicks online population ? 2008 Eyeblaster. All rights reserved
  • 27. click just because they doesn¡¯t mean it sticks ? 2008 Eyeblaster. All rights reserved
  • 28. lost desert in the ? 2008 Eyeblaster. All rights reserved
  • 29. CPM = 2 are wrong audience 1 clicked by accident CPC !! 1 doesn¡¯t wait for load 5 in every 1,000 = 1 in every 1,000 ? 2008 Eyeblaster. All rights reserved
  • 30. direct response 0.5% = 5 per 1,000 ? 2008 Eyeblaster. All rights reserved
  • 31. what about the 995 20% 1:10 40x ? 2008 Eyeblaster. All rights reserved
  • 32. dwell time is the average number of seconds a user engaged with an ad ? 2008 Eyeblaster. All rights reserved
  • 33. Day of the week Average Dwell 80 73 67 70 61 60 60 55 53 51 Sec. 50 40 30 20 10 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday On average, weekday Dwell Time is 10 seconds longer than weekends* * Weekdays (Mon ¨C Fri): 62 Sec. Weekends: (Sat ¨C Sun): 52 Sec. ? 2008 Eyeblaster. All rights reserved
  • 34. Hewlett Packard: 2008 ? 2008 Eyeblaster. All rights reserved
  • 35. ? 2008 Eyeblaster. All rights reserved
  • 36. Beyond the browser Homepage extends reach to a main web access point Email often can see an increase in data capture compared to web pages Desktop applications can bring all three channels together cross-channel convergence So what we have is the start of ? Work all channels simultaneously to ensure reach irrespective of access point Mobile? Search Web Page eMail Social Sites Messenger ? 2008 Eyeblaster. All rights reserved
  • 37. Page Skins ? 2008 Eyeblaster. All rights reserved
  • 38. desktop ? 2008 Eyeblaster. All rights reserved
  • 39. Beyond the Browser ¨C Mail & Messenger Wide Expanding Skyscraper Expandable Messenger ? 2008 Eyeblaster. All rights reserved
  • 40. Beyond the Browser ¨C Mail & Messenger ? 2008 Eyeblaster. All rights reserved
  • 41. the new consumer ? 2008 Eyeblaster. All rights reserved
  • 42. communicate ? 2008 Eyeblaster. All rights reserved
  • 43. ? 2008 Eyeblaster. All rights reserved
  • 44. ? 2008 Eyeblaster. All rights reserved
  • 45. ? 2008 Eyeblaster. All rights reserved
  • 46. grass roots infiltration word-of-mouth is the most powerful form of advertising ? 2008 Eyeblaster. All rights reserved
  • 47. Refresh Everything ? 2008 Eyeblaster. All rights reserved
  • 48. Pepsi refreshes everything ? 14% ? 2008 Eyeblaster. All rights reserved
  • 49. ? 2008 Eyeblaster. All rights reserved
  • 50. takes it to the next level ? 2008 Eyeblaster. All rights reserved
  • 51. tracking the ? 2008 Eyeblaster. All rights reserved
  • 52. today ? 2008 Eyeblaster. All rights reserved
  • 53. tough times ? 2008 Eyeblaster. All rights reserved
  • 54. buy one get one ? 2008 Eyeblaster. All rights reserved
  • 55. ? 2008 Eyeblaster. All rights reserved
  • 56. ? 2008 Eyeblaster. All rights reserved
  • 57. what color ? 2008 Eyeblaster. All rights reserved
  • 58. ? 2008 Eyeblaster. All rights reserved
  • 59. abandonment ? 2008 Eyeblaster. All rights reserved
  • 60. ? 2008 Eyeblaster. All rights reserved
  • 61. ? 2008 Eyeblaster. All rights reserved
  • 62. direct response ? 2008 Eyeblaster. All rights reserved
  • 63. In-Banner Conversions Conversion Rate (on-site vs in-Banner) 1.20% 1.06% 1.00% 0.80% Impact drives Conversions 0.60% 0.51% 0.40% 0.20% 0.20% 0.00% Standard Banner Rich Banner Data Capture * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ¡¯08 - Dec ¡¯08 ? 2008 Eyeblaster. All rights reserved
  • 64. Viewer-to-Converter On-site conversion In-banner Conversion Regular banner flow (Rich or Standard) Rich Media banner flow Unique Viewers: 42.79% Viewing and / or interacting with the ad Viewing and /or interacting with the ad Unique Interactors: 7.4% Clicking on the advert Dwell Time: 78.1 secs Arrival at the Submit web page Details converters: simplify 38.6% Sign-in start page process Confirm Details Confirm Page * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ¡¯08 - Dec ¡¯08 ? 2008 Eyeblaster. All rights reserved
  • 65. In-Banner Conversions Unique Clicking Users vs. Form Submission 1.20% 1.06% 1.00% 0.80% 0.60% 0.40% 0.14% 0.20% 0.00% Click Through Rate In - Banner Conversion Rate ? 2008 Eyeblaster. All rights reserved
  • 66. Mars UK ¨C Run-of-Network 35,000 emails captured in one single day!! Login MPU Synchronised Messenger ? 10% of users played the game ? 60% played more then once ? 18% interacted with IM banners ? Brand exposure 10x more in IM then on homepage Homepage ? 2008 Eyeblaster. All rights reserved
  • 67. MSN NL ¨C In-Banner Conversion ? 500 registrants 20 data fields over 4 tabs ? gave away bank details!! Full personal contact details 5% conversion ? 2008 Eyeblaster. All rights reserved
  • 68. More Information creativezone.eyeblaster.com email: dean.donaldson@eyeblaster.com blog: www.deandonaldson.com ? 2008 Eyeblaster. All rights reserved