Planning your rich media campaign March, 2008

Campaign Life cycle CAMPAIGN BRIEF PLANNING MEDIA PLAN IS READY CAMAPIGN is LIVE POST CAMAPAIGN Establish metric related goals Creative considerations Historical data What to track? What to analyze? Define thresholds and monitor Analyze Quality of reach Site overlap Reach and frequency ROI Users behaviour Cross channel Take the leanings and make your next campaign even better!!

Campaign’s Brief: Establish metric related goals

Campaign’s Brief: Identify metrics goals What metrics to use to evaluate your campaign?  What is the purpose of your campaign:  Take users to a website? CTR  Keep users engaged? Engagement metrics o Many interaction: Interaction rate, interaction duration o Expandable: expansion rate, expansion duration o Video: Video started, video duration Make sure creative knows your metric goal!!

(CTR) Click- Through Rate Interaction Duration Interaction Rate Video Duration Video Start Rate Full Screen Started Video Played Rate (25%, 50%, 75%, 100%) Video Pause/ Replay/ Mute Rate Campaign’s Brief: Identify metrics goals

Total clicks / impressions shows how many people went from the ad to a predefined site The average number of second the mouse was moving on the ad Number of positive user initiated interactions / impressions (Could be more than 100%) Average number of seconds the video played The number of times the video started / impressions Count once per video From all Videos that were started which percentage reached the 25%, 50%, etc mark The number of videos that were viewed in full screen Number of times the pause/ replay/ mute button were pressed / impressions (CTR) Click- Through Rate Interaction Duration Interaction Rate Video Duration Video Start Rate Full Screen Started Video Played Rate (25%, 50%, 75%, 100%) Definitions Video Pause/ Replay/ Mute Rate Campaign’s Brief: Identify metrics goals

It’s Easy To Inflate The Interaction Rate Consumer Packaged Goods Example Source: Eyeblaster Internal Data 422% inflate + Negative Interactions 38% 12% Interaction Rate 61% + Auto Interactions Measurement Inflation Eyeblaster gives you the precise and clear picture

VS. Ad #1 Ad #2 Which Ad is Better?  Interaction rate: 120% Source: Eyeblaster Internal Data, 1/07  Interaction rate: 3% Two Successful Ads, Two Different Purposes You need to understand the purpose of the ad and see the entire picture to be able to evaluate performance You Need to See the Big Picture to Evaluate Effectively  Click-thru rate: 3.17%  Click-thru rate: 0.43%  # of interactions in the ad: 20  # of interactions in the ad: 1

Looking for the Right Measurement Which measurement would you use to evaluate each ad? First you must understand the purpose of the ad, and than you can choose the right measurements Ad #1 Ad #2

Total clicks / impressions shows how many people went from the ad to a predefined site The average number of second the mouse was moving on the ad Number of positive user initiated interactions / impressions (Could be more than 100%) Average number of seconds the video played The number of times the video started / impressions Count once per video From all Videos that were started which percentage reached the 25%, 50%, etc mark The number of videos that were viewed in full screen Number of times the pause/ replay/ mute button were pressed / impressions (CTR) Click- Through Rate Interaction Duration Interaction Rate Video Duration Video Start Rate Full Screen Started Video Played Rate (25%, 50%, 75%, 100%) Important measurements for video ads Definitions Video Pause/ Replay/ Mute Rate

Video Started Rate Which Ad Would Get A Higher ‘Video Started’ Rate? (video started/ impressions) Ad #1 Ad #2 Location of the video and delay in getting to the video will influence the ‘started rate’

Total clicks / impressions shows how many people went from the ad to a predefined site The average number of second the mouse was moving on the ad Number of positive user initiated interactions / impressions (Could be more than 100%) Average number of seconds the video played The number of times the video started / impressions Count once per video From all Videos that were started which percentage reached the 25%, 50%, etc mark The number of videos that were viewed in full screen Number of times the pause/ replay/ mute button were pressed / impressions (CTR) Click- Through Rate Interaction Duration Interaction Rate Video Duration Video Start Rate Full Screen Started Video Played Rate (25%, 50%, 75%, 100%) Important measurements for video ads Definitions Video Pause/ Replay/ Mute Rate

User initiated video have less people watching, Average Video Duration (sec) Average Interaction Duration (sec) Auto initiated User initiated but for a longer time

Video Played Rates Which Video Would Get A Higher ‘50% Video Played Rate’? Ad #1 Ad #2 The video play progression rate is influenced by the length of the ad and how the video closes

How far do viewers go?

Total clicks / impressions shows how many people went from the ad to a predefined site The average number of second the mouse was moving on the ad Number of positive user initiated interactions / impressions (Could be more than 100%) Average number of seconds the video played The number of times the video started / impressions Count once per video From all Videos that were started which percentage reached the 25%, 50%, etc mark The number of videos that were viewed in full screen Number of times the pause/ replay/ mute button were pressed / impressions (CTR) Click- Through Rate Interaction Duration Interaction Rate Video Duration Video Start Rate Full Screen Started Video Played Rate (25%, 50%, 75%, 100%) Important measurements for video ads Definitions Video Pause/ Replay/ Mute Rate

Make expandable work for you Expansion Rate Expansion Duration Make it clear an expansion is anticipated, make it easy to expand and keep the user busy in the panel

Expandable ads are the best format for ‘site-in-ad’ Two main challenges with expandable ads: Getting the user to expand Getting the users to stay

Media is bought based on demographic information, based on statistical samples (for example Nielson’s tools) Now you can analyze the actual overlap of your specific campaign Campaign is Live: Analyze site overlap A B C Total Unique impressions Exclusive Unique Impressions Overlap with one additional publisher Overlap with two additional publisher

Campaign is Live: ROI In order to track ROI of campaign, don’t forget to fill-in these details during the campaign setup:  Investment:  Paying Method (CPM, CPC, CPA, Fixed costs, Bonus)  Cost Per Unit  Return:  If post-click sales tags exist for this campaign, actual revenue will be calculated  If counter post-click activity tags exist for this campaign, make sure to assign a value to the activity  If the ROI metric is clicks or interactions, make sure to assign your value to these interactions

Campaign is Live: Users’ behavior Learn how did your user behavior, what did they like? Did they interact more than expand or viewed the video? Which asset/panel/custom interaction was the most popular and why? Use conversion tags to understand how your users’ behave, what is the sequence of ads that is most effective, what type of ads do they like, etc.

Basic steps is analyzing reach:  1.2M impressions reached 1M people Now with the new and unique Eyeblaster metrics we can ascertain the quality of reach:  How many people interacted with the ad  How many people expanded panels  How many people viewed videos  How many people clicked on the ad Viewers Expandors Interactors Take the next step in the analysis Go beyond reach

Check your media buy:  Compare costs across publishers  Compare performance across publishers  Find out which publisher got you the most exclusive reach  Understand optimal frequency – do you want overlap or not Next campaign – make sure to copy successful aspects and take out things that didn’t work Post Campaign - Take the leanings and make your next campaign even better!!

Thank You !