Eyeblaster at OMExpo Latino 2010 - English Version

Carlos Medina
Country Manager - Eyeblaster Brasil
+55 11 8820 1294
carlos.medina@eyeblaster.com

Simple, Efficient and Successful Strategies for your

Digital 2.0 Campaign
MediaMind - Changing the Rules of Engagement

© 2009 Eyeblaster. All rights reserved

Credentials…

eyeblaster : more than 10 years managing
and serving digital campaigns solutions
(Rich Media, Standard, Search and Mobile)

- 37 offices in 26 countries

- 2.500 agencies and more than
7000 brands.


Shortening...

How to
improove
your digital
actions 2.0

2008

Current Scenario

According to Erik Qualman author of Socialnomics only

Of the people are influenced by traditional advertising


Current Scenario

CTR from the majority of digital campaigns is getting near

And that’s a global trend... What we must do to get user’s attention?


Digital Campaigns
don’t rely exclusively
in the creative
professionals in order
to obtain maximum
blasting results.

© 2009 Eyeblaster. AllAll rights reserved
2008 Eyeblaster. rights reserved

There are interactive
marketing technologies
specialized in measuring,
delivering and optimizing
your message.

Traditional Digital Campaign Flow

CREATION

PLAN-BRIEFING PUBLISH RESULTS

MEDIA PLANNING


Digital 2.0 Campaign
D DINAMIC ADS

CONVERSION
TAGS F RICH
C SOCIAL MEDIA
MEDIA E INTEGRATION

ADS
A SUCESS
METRICS CREATION H OPTIMIZATION

PLAN-BRIEFING PUBLISH RESULTS

COMPLETE
PLATFORM B MEDIA PLANNING

BEHAVIORAL
G TARGETING


Sucessful Metrics
For Digital Media


Sucessful Metrics
• CHALLENGE: Create an automatic optimization
criteria

• OPPORTUNITY:
• First you need to set your goal and then decide the
type of metric will be used
• Now you can improve your campaing in real time.
• With no mistakes, since you have set the road to
where you wanna take your digital campaign.


Sucessful Metrics
• Product Launch Campaign:
• GOAL: Expose the product to new stakeholders
• SUCESS METRIC: View the Video, Access to the
Product Website, Interaction With the Ad (In-Game
Banner), Dwell Time...

• Branding: Expousure Ad Time, Dwell Time, Reach &
Frequency
• Promotion: visits to site?, CTR?, new sign ups


complete
plataform


Complete Plataform
• CHALLENGE: Unite optimization actions and report
data to understand the conversion funnel.

• OPPORTUNITY:
• Measure all digital disciplines with only one tool.
• Easy implementation and management
• Consolidate your data
• Measure the right and effective way. No data
duplication or conversion overlap


Actual Path to Conversion
Perceived Path to Conversion

RESEARCH

SEE CLICK BUY

INTERACT

rich media


Rich Media
• CHALLENGE: Get Noticed and Convert Users

• OPPORTUNITY:
• Innovative Formats that get your attention and allow
the insertion of premium and relevant content
• Access interactive metrics
• CTR is not the way to go here
• You can solve your clients problem inside the
banner. You don’t have to take him to the landing
page


Rich Media In-Banner
Conversions


rich media » eyeblaster research


In-banner Conversions

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08

Groundbreaking Ad Formats

Anúncios dinâmicos Compra no banner Vídeo Interativo HD Video HP Take Overs

Upload Widgets Mapas no banner Anuncios sincronizados Sidekick

Integração mobile Alpha vídeo Webcam Vídeo Adhoc Livechat

Jogos Mash Up Ads RSS 3D Captura de dados

Examples of innovative formats

http://creativezone.eyeblaster.com

dinamic ads


Dinamic Ads
• CHALLENGE: Create a tool to feed and update the ad
in a dinamic fast operational process

• OPPORTUNITY: A XML file feeds a flash template
and create as many banners as necessary with
dinamic info
• Sincronized Information: between the publisher and
your creative department
• Fast-going campaign update and real-time inventory
and information control


Dinamic Ads
<?xml version="1.0" encoding="ISO-8859-1"?>
 Title
<CATALOG>
<CD>
IMAGE Artist
Company
PRICE
<TITLE>Empire Burlesque</TITLE>
<ARTIST>Bob Dylan</ARTIST>
<COUNTRY>USA</COUNTRY>
<COMPANY>Columbia</COMPANY>
<PRICE>10.90</PRICE>
<YEAR>1985</YEAR>
</CD> You can change in the ad:
<CD>
<TITLE>Hide your heart</TITLE> images, animations, flash,
<ARTIST>Bonnie Tyler</ARTIST>
<COUNTRY>UK</COUNTRY> background colors, texts,
<COMPANY>CBS Records</COMPANY>
<PRICE>9.90</PRICE>
<YEAR>1988</YEAR>
destinations links, fonts and
</CD>
<CD>
more.
<TITLE>Greatest Hits</TITLE>
<ARTIST>Dolly Parton</ARTIST>
<COUNTRY>USA</COUNTRY>
<COMPANY>RCA</COMPANY>
<PRICE>9.90</PRICE>
<YEAR>1982</YEAR>
</CD>
…

Dinamic Ads » Example

Other examples: http://creativezone.eyeblaster.com


social media
integration


Social Media Integration
• CHALLENGE: Presence in Social Media with the right
message creating awareness with the users

• OPPORTUNITY:
• 95% of the online population in LATAM have at least
one Social Media Profile*
• Create viral capabilities inside a traditional campaign,
facilitating user shareability and engajement

* FONTE: InSites Consulting, March 2010


Widget Ad » Nike example

Nike


Widget Ad » Example Report


conversion tags


Conversion Tags
• CHALENGE: Measure activities after publishing the
campaign
• OPPORTUNITY:
• Measure navigation inside the advertiser website, with
post-impressions or post-click report.
• It’s not = WebAnalytics. It’s action-driven data from
the specific campaign
• Measure all Indirect Conversions


Convertion Tags
2. A Cookie is inserted in
3. User closes the browser
the user machine, with
1. The Ad is Viewed and shutdown the
info about the ad that was
computer
displayed

4. The user visits the
6. User ‘s cookie + 5. The conversion tags
advertiser website typing
conversion tag info are are interpretated
the URL in the browser
sent to Eyeblaster’s servers

7. User Navigates in the 8. User Convert (indirect).
Website


automatic
optimization


Automatic Optimization
• CHALLENGE: Deliver the ads that had the best
performance on each placement

• OPPORTUNITY:
• When you create your campaign different versions of
the same banner can help you boost results
• It’s not necessary to create lots of creative lines. That
costs a lot. You can perform small changes in
creation, such as background color and images sizes,
that can have different levels os awareness from the
user.


Day 1 Day 2

Ad 1 33% SOV Optimize the Ads based on
your KPI’s
2% CR High % SOV
• The best CTR
• Interactive Rate
Ad 2
• Dwell Time
33% SOV

• Conversions
0.8% CR
Updates every 8 hours
Low % SOV based on the previous
Ad 3
rules.
33% SOV

0.5% CR


behavioral
targeting


Behavioral Targeting
• CHALLENGE: Deliver Relevant Ads to the Users

• OPPORTUNITY:
• Deliver different ads to different users, according to
their level of interaction towards the campaign, brand
or action.
• What can be used? Click, visits, visualization of
videos, Dwell time and more


Before the Campaign During the Capaign
Prior to Impression Ad 1st imp 2nd imp 3rd imp

Unknown

Site Visitor
Participant

DejaVu Re-targeting Sequencial Behavioural

• Re-target Ads regarding a previously • User Interaction that Determines the next Ad
behavior from another campaign Sequency
• Cross-sell / Up-sell to maximize ROI • No limits to the amount of ads
• Create um valuable user database • Raise your convertion rates

» Who never visited your site
» Who Visited your site
» Who’s a participative and active
user


Operational
process don’t
need to be hard
and problematic

Carlos Medina - @cfmedina
carlos.medina@eyeblaster.com

Thanks
Questions?


Eyeblaster at OMExpo Latino 2010 - English Version

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