Courting The Consumer by Dean Donaldson, Eyeblaster

courting the
consumer
connecting consumer behaviour
with advertiser objectives

Dean Donaldson
Digital Experience Strategist
February 2009

© 2008 Eyeblaster. All rights reserved

Reuben Mattus (1912 - 1994)

“ Lose
Control ”


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

global rich media

together


Today’s media is
interactive…


immediate…


fragmented…


simultaneous!


media
overload


User Generated vs Professional Content

80% of content viewed on YouTube is
professionally produced
Source: NBC Research – YouTube Analysis – Feb08, April 08

Citizen Scheduler


Amazon

compare amazon

instantly


by 2010
traditional TV advertising will be

one third
as effective as it was

in 1990
Source: 2006 McKinsey & Co

build
brand
moments


brand
building


interaction
Teachers / kids


making
sense

You remember:

30% what you see
50% what you see & hear
70-90% what you see, hear

& touch

Did they see?

• Effect without touch
• Correct response?
Watch TV
 Click-thru


Enhanced Experience

Warner Bros
BBC Ideal

Disney
NIVEA


cracking the


50%
of all display ad clicks
online population


click
just because they
doesn’t mean it

sticks

lost
desert
in the


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

direct
response

0.5% = 5 per 1,000

what about the

995
20%
1:10
40x

dwell time
is the average number of

seconds
a user engaged with an ad

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 – Fri): 62 Sec. Weekends: (Sat – Sun): 52 Sec.

Hewlett Packard: 2008


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


Page Skins


desktop


Beyond the Browser – Mail & Messenger

Wide Expanding
Skyscraper

Expandable Messenger


Beyond the Browser – Mail & Messenger


the new consumer

communicate


grass roots infiltration

word-of-mouth
is the most powerful form of

advertising

Refresh
Everything


Pepsi refreshes everything
• 14%


takes it to the
next level


tracking
the


today

tough
times


buy one
get one


what color


abandonment

direct
response

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

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

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


Mars UK – 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


MSN NL – In-Banner Conversion
• 500 registrants
20 data fields over 4 tabs
• gave away bank details!!
Full personal contact details

5%
conversion


More Information

creativezone.eyeblaster.com

email: dean.donaldson@eyeblaster.com
blog: www.deandonaldson.com


Courting The Consumer by Dean Donaldson, Eyeblaster

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