Más contenido relacionado La actualidad más candente (17) Similar a Presentacion Publicidad Digital Automocion Eyeblaster 2010 (20) Más de Eyeblaster Spain (20) Presentacion Publicidad Digital Automocion Eyeblaster 20101. Dean Donaldson
Director of Digital Experience
June 2010
Atrapando la audiencia de automóviles
Aplicación estratégica de la tecnología digital
© 2009 Eyeblaster. All rights reserved
2. widest
reach
© 2009 Eyeblaster. All rights reserved
6. testing
time
© 2009 Eyeblaster. All rights reserved
8. Comprando automóviles
28% 14% 12%
current car non-
.
better fuel efficiency change of circumstances
functional/non-existent
9%
wanted another vehicle
8% latest feature
4%
better financing
‘The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC
© 2009 Eyeblaster. All rights reserved
9. Internet use for auto research
82% 82% 84%
80% 82%
74%
77%
74% 74% 75% 78%
73% 71% 70%
74% 61%
64%
69%
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
© 2009 Eyeblaster. All rights reserved
10. Primary resource for information
24x
47% 12x
8x
27%
12%
6% 5% 2%
3%
Internet Dealerships Friends and Magazines Newpaper Private Seller Television
Family
‘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
© 2009 Eyeblaster. All rights reserved
11. 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
12. Technology Applied
Social
Media
Content
Direct
Response Search
Campaign Campaign
Brand Other
Campaign Marketing
Website
Brand Message
© 2009 Eyeblaster. All rights reserved
13. The technology you use, makes a difference on how effective you engage consumers
La tecnología
que usas, hace la
diferencia
En qué tan efectivo
conectas con los
consumidores
© 2009 Eyeblaster. All rights reserved
14. If I asked people what they wanted, I‟d have built them a faster horse
If I asked people what they wanted,
I‟d have built them a faster horse
Henry Ford
© 2009 Eyeblaster. All rights reserved
15. Addressing Online Potential
Smart Smart
Versioning and Rich Media Versioning/
Sequencing Sequencing MediaMind
extended messages that meeting the
purchase cycles move metal needs of dealers
© 2009 Eyeblaster. All rights reserved
16. Los ciclos de compra
han
cambiado
drasticamente en los
últimos años
© 2009 Eyeblaster. All rights reserved
17. 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
18. Conversion Rate by Placement
1.0%
0.9%
0.8%
0.7%
Conversion Rate
0.6%
0.5%
Relevancy
0.4%
0.3%
Average
0.2%
0.1%
0.0%
Weather
Other
Auto
Travel
Sport
Music
Maps
Social Network
Finance
News
Entertainment
Mail
Lifestyle
Instant Messaging
Home Page
Technology
Health and Beauty
Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide.
© 2009 Eyeblaster. All rights reserved
19. Consumer‟s Want Information
Coupe SUV Family Sedan
• Searching for information
• Visiting your site
• Interacting with ads
• Responding to other offers
• Interacting social content
© 2009 Eyeblaster. All rights reserved
20. Data Synched Creative
Coupe SUV Family Sedan
• 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
21. Worst mistake modern marketers can make is let customers slip off radar
El peor error
que los anunciantes de automóviles
pueden cometer en el
de hoy marketing
es no mantener a los clientes
en el radar
© 2009 Eyeblaster. All rights reserved
22. The Power of Tagging
harnessTargeting
Optimization
the power of
actionable data
Segmentation
© 2010 Eyeblaster. All rights reserved.
23. Tag Placement
Marketing Previous
Website Programs Campaigns
• Campaign landing • Email campaigns • Interactions
pages • Social media feeds • Video plays
• Unfinished lead • Fan pages • Impressions
forms •
• Search results Dwell
• Homepage visits
© 2009 Eyeblaster. All rights reserved
24. Automatic Success Driver
Average Conversion Rates (6 months)
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
1 5 9 13 17 21 25
Auto-Optimized Campaign Manually Optimized Campaign
Weeks
Conversion Rate Conversion Rate
© 2009 Eyeblaster. All rights reserved
25. Optimization and Conversion Rate
0.6%
0.5%
0.4%
Conversion Rate
0.3%
0.2%
0.1%
0.0%
Automatic Optimization Even Distribution Time-based Weighted
Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide.
© 2009 Eyeblaster. All rights reserved
26. Segmentation of Digital Audiences
media plan
engaged with not engaged
marketing with marketing
interacted not responded
with an ad visited the never seen to previous
website an offer offer
© 2009 Eyeblaster. All rights reserved
28. interacción
30% lo que ves
50% lo que ves & escuchas
70-90% lo que ves, escuchas
& tocas
© 2008 Eyeblaster. All rights reserved
29. Targeting and Retargeting
never
seen Version A
offer
seen a
previous Version B
offer
engaged Version C
with ads
visited Version D
the web
© 2009 Eyeblaster. All rights reserved
30. Combining Metrics
Search Data
Campaign
Other Marketing
Campaigns Data
Website data
• 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
© 2009 Eyeblaster. All rights reserved
31. Data Un‟silo‟ed
Display Campaigns Effect on Search
800000 3000
700000
2500
600000 Total
2000 Conversions
500000
400000 1500 Number of
Searches
300000
1000
200000 Display
500 Impressions
100000
0 0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Display Rich Media
Search Campaign Campaign
Campaign Begins Begins
Begins
© 2009 Eyeblaster. All rights reserved
33. The lingering effect of display
optimization?
up to 3 week delay on search
Display causes brand recall in search at the Consumer‟s convenience
© 2008 Eyeblaster. All rights reserved
36. cómo
atraer la
atención
del usuario
© 2009 Eyeblaster. All rights reserved
37. perdidos
en el
desierto
© 2008 Eyeblaster. All rights reserved
39. User Response
Click Rate Conversion Rate
0.4% 0.5%
0.4%
0.3%
Click Through Rate
Conversion Rate
0.3%
0.2%
0.2%
0.1%
0.1%
0.0% 0.0%
Standard Banner Rich Media Standard Banner Rich Media
© 2009 Eyeblaster. All rights reserved
Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide.
41. Campaign Booster
Performance of Rich Media with and without Video
9%
Dwell Rate 60
Dwell Time
8%
50
7%
6% 40
5%
30
4%
3% 20
2%
10
1%
0% 0
No Video Video No Video Video
Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Worldwide.
Adding video to Rich Media nearly doubles Dwell Time,
and increases Dwell Rate by 29%
© 2009 Eyeblaster. All rights reserved
42. HD Video Ads
HD Video Performance
Attention Retention
Dwell Rate Video Fully Played Rate
12% 60%
10% 50%
8% 40%
6% 30%
4% 20%
2% 10%
0% 0%
Other HD Video Other HD Video
Source: Eyeblaster Research. Data: Q4 2008 to Q3 2009, Worldwide.
HD increases attention and retention by ~17%
© 2009 Eyeblaster. All rights reserved
43. Tráfico al site
Un alto Dwell
aumenta el
tráfico al site
© 2010 Eyeblaster. All rights reserved
© 2009 Eyeblaster. All rights reserved
44. Brand Related Search
Un alto Dwell
aumenta las
búsquedas
relacionadas con la
marca
© 2010 Eyeblaster. All rights reserved
© 2009 Eyeblaster. All rights reserved
45. The Impact of Dwell
Conversions Rate
Dwell Rate
Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009. Worldwide
Higher Dwell Rate is linked to higher Conversion Rate
© 2009 Eyeblaster. All rights reserved
46. Brand Engagement
Alto Dwell
más búsquedas
más page views
más tiempo en el site
© 2010 Eyeblaster. All rights reserved
© 2009 Eyeblaster. All rights reserved
47. High dwell leads to high conversion
un alto dwell
lleva a un alto
ratio de conversión
© 2009 Eyeblaster. All rights reserved
48. What keeps messages relevant
qué es lo que
mantiene tu
mensaje
relevante
© 2009 Eyeblaster. All rights reserved
50. The rise of personalized messaging
Time spent online
Direct to Consumer
Mass Messaging
Consumer knowledge about products
© 2009 Eyeblaster. All rights reserved
51. D2C Messaging Toolset
Media Plan
Smart Conversion
Versioning Tagging
Direct to Consumer
Sequencing Retargeting
© 2009 Eyeblaster. All rights reserved
52. construyendo
una estrategia para el
ciclo de compra
© 2009 Eyeblaster. All rights reserved
53. Consumer Stages of Purchase
• Automotive purchase stages
Inspiration Exploration • At each stage there is need that must be
met
• Micro-messaging to individual stages
Research Comparison
Increases relevancy of the product
Consumer 'chooses' the message by the their
previous actions
Personalization Experience
Locate Purchase
2009 Volkswagen Study ‟13 Behaviors of Purchase and Ownership „
© 2009 Eyeblaster. All rights reserved
54. Consumer Life Cycle (CLC)
Expensive
1. Points of measurement?
2. Technology insertions?
awareness
Display Advertising
Rich Media / Standard Display
Dwell Time
Video InBanner / InStream
InGame
Cost Effective
“attract
consideration
Microsite Advertising
In situ on site within Banner
External link by Click
retention
Brand Advocacy
Retargeting of user to up-sell
Encourage recommendation
via Widgets
convert CPC / CPE
retain”
evaluation
CPA / ROI
Search Advertising
Independent Research
purchase
Rating Mechanisms
Commitment Process
In situ on site within Banner
Client site / Reseller Site
Offline in-Store
© 2008 Eyeblaster. All rights reserved
55. Influencing the right buying decision
User D- Financing offer
User C- Drive to „demo‟ the
product
User B- Offer more
information
User A – Awareness
© 2009 Eyeblaster. All rights reserved
56. Word of Mouth is most powerful form of advertising
word-of-mouth
la forma más poderosa de
publicidad
© 2008 Eyeblaster. All rights reserved
60. Adapting the process
On-site view through
Regular banner flow (Rich or Standard)
Viewing the ad
see content = mass audience
interact = deep connection
Clicking on the advert
Arrival at the
web page
creates
buzz
Start
exploring
Trailer eMail Social Sites
View
© 2008 Eyeblaster. All rights reserved
61. Twitter
• 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
© 2008 Eyeblaster. All rights reserved
64. Adaptando al mensaje por la ubicación
del distribuidor
Dynamic Insertion
Dynamic Insertion
© 2009 Eyeblaster. All rights reserved
65. Gestionando los detalles Free 3/yr service
SUV
€5,000 off model
Barcelona
Free 10k/mi
service
Coupe
Typical 0% APR
Free 10k service
Sedan
Spain 0% APR
Madrid
Cash Back
Coupe
No interest for 3
yrs
Free 3/yr service
Sevilla SUV
Ad
€3,000 off model
Sedan
France Coupe
• Manage templates for dynamic
Convertible insertion
SUV • Assist in set-up strategy
UK Sedan
• Monitor campaign for potential
errors (before they happen)
Coupe
© 2009 Eyeblaster. All rights reserved
68. In-Banner Conversions
Impact drives Conversions
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
© 2008 Eyeblaster. All rights reserved
70. Summarising recommendations
Continuous Increasing Addressing
messaging message dealer
relevance complexities
Smart Smart
Rich Media
Versioning and Versioning/
Sequencing
Sequencing Global Service
© 2009 Eyeblaster. All rights reserved
71. Integrating Campaigns
Social
Media
Content
Dealer Search
Traffic Campaign
Campaign
Tier 1 Other
Brand Digital
Campaign Content
Website
© 2009 Eyeblaster. All rights reserved
72. Next Steps- Test Campaign
Q1 Q2 Q3 Q4
Tier 1 Brand New Model Launch
Spring sales event Summer blowout Holiday Promotion
90 days 90 days 90 da
90 days 90 days
MediaMind driven campaign
• 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)
© 2009 Eyeblaster. All rights reserved