© 2008 Eyeblaster. All rights reserved Misadventures of the boring old banner.. Nov 11 th, 2008 Jordan Khoo Director, SE Asia

© 2008 Eyeblaster. All rights reserved About Eyeblaster Leader in Rich Media Internet advertising & tracking services ( NY Based, 18 offices, 34 countries - In all key markets) First to be accepted with Yahoo, MSN on a global level Over 500 agencies partner (GroupM, Starcom, Universal Mccann / Initiative, Zenith, OMD, Ogilvy, Mccann Worldgroup, Leo Burnett, ARC, Publicis, etc) More than 3,000 web publishers enabled (Friendster, CNN, MTV, BBC and many more) 30,000++ campaigns successfully implemented ( IBM, Disney, Coca-Cola, Toyota, Panasonic, and many more)

© 2008 Eyeblaster. All rights reserved “he clicks me he clicks me not”

© 2008 Eyeblaster. All rights reserved

marketing budget <2%

© 2008 Eyeblaster. All rights reserved what are the biggest barriers to online investment?

© 2008 Eyeblaster. All rights reserved

TIMELINE OF RICH MEDIA ADVERTSING Rise of the ‘Smart Ads’ Behavioural & Sequential ads Broadband Penetration % of ads using video In-game video ads Mobile & IPTV Eyeblaster launches the ‘Floating Ad’ Video now standard across all formats ‘Pre-Roll’ ads before online video content First 2MB Video Ad Cross Channel Advertising Floating ads achieve over 5% CTR

© 2008 Eyeblaster. All rights reserved OVERALL: FORMAT COMPOSITION Intrusive Advertising User Initiated

© 2008 Eyeblaster. All rights reserved CTR: OVERALL vs VIDEO ADS Dropped from 5% to less than 1% in 5 years

© 2008 Eyeblaster. All rights reserved REASONS FOR CHANGE Change of user habits More habitualised in the way they consume and engage with content The threat of spyware and viruses and the trend towards pop-up blockers Novelty value Over use of intrusive advertising created saturation Increased regulation of frequency capping and close buttons Personalised experience Users now more likely to choose how to receive relevant content More inclined to be entertained in their chosen environment The online audience has matured

© 2008 Eyeblaster. All rights reserved Development of the web Web 1.0 – Content Web 2.0 – Conversation Web 3.0 – Convergence It’s all about Conversions! The big ‘Con’? = clicks!

© 2008 Eyeblaster. All rights reserved BRAND RESPONSE ADVERTISING Enhanced Experience  Delivers content direct to the user where they are  Offers choice to the 90%+ users who don’t click-thru  Results prove interaction overrides typical ad timeout For Users For Clients Meaningful Metrics Provides a fully measurable, immersive brand experience More interactions means better ROI analysis Can be fully integrated with client’s site back-end

© 2008 Eyeblaster. All rights reserved CHALLENGING PERCEPTIONS Deliver content to the user without the need to leave the publisher’s site Adopt more interactive functionality e.g. behavioural to complement video Push the brand experience and expect shortened conversion cycles Don’t trust click-thru as a way of justifying campaign success Find metrics to measure campaign success from Branding to Response Be prepared to justify a 0% CTR! The changing face of online advertising

© 2008 Eyeblaster. All rights reserved PRE-CLICK INTERACTIVITY TRACKING Get a full view of your campaign success Strength (Mouse Duration) Floor It (Unique user Interaction Rate)

© 2008 Eyeblaster. All rights reserved PLAN YOUR NEXT MOVE

© 2008 Eyeblaster. All rights reserved Tracking beyond the click

© 2008 Eyeblaster. All rights reserved Laying the right foundation.. 18 What’s the campaign objectives?  What is the purpose of your campaign: Direct response - Take users to a website? CTR Data capture Branding : Keeping users engaged? o Brand interaction: Interaction rate (active engagement), interaction duration o Expandable: expansion rate, expansion duration o Video: Video started, video duration  Make sure the team knows the right questions to ask!!

© 2008 Eyeblaster. All rights reserved VS. Ad #1 Ad #2 Which Ad is Better? Interaction rate: 120% 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

© 2008 Eyeblaster. All rights reserved Improving your campaigns… 20 Creative optimisation Conversion, interaction, clicks Behavioural Targeting Sequential, Interaction Re-targeting Déjà-Vu Conversion tracking

© 2008 Eyeblaster. All rights reserved BUY Be There — Every Step of the Way RESEARCH CLICK Perceived Path to Conversion INTERACT SEE Actual Path to Conversion

© 2008 Eyeblaster. All rights reserved Case Study (July ‘06 – May ‘07) One advertiser 25 major campaigns over 1 year 340 million impressions 17 publisher sites Over 130 post click activity opportunities tracked Key finding: Interactions drove more conversions than clicks by 4:1

© 2008 Eyeblaster. All rights reserved Source: HR Magazine ‘07 / Design Council ‘07

© 2008 Eyeblaster. All rights reserved Coke Video Wall

© 2008 Eyeblaster. All rights reserved EU Tobacco (Multi) – Behavioural  93% of interactors saw second sequenced advert  Those who saw second advert were positively inclined towards click thru

© 2008 Eyeblaster. All rights reserved Inspirations : Think out of the banner? GH

© 2008 Eyeblaster. All rights reserved What can I do today, NOW? Games and Quizzes Multi-user Applications Data Collection Viral Marketing (Send to a Friend) Text/SMS and Reminders Banner Chat Ecommerce Dynamic Data Polling Extension of microsites

© 2008 Eyeblaster. All rights reserved So... Users don’t click (or want to be redirected) Interactions offer measurable brand value plus drive more conversions Rich media ads offer everything a microsite offers Therefore... Why invest time and effort in a microsite / landing page, or in traffic-driving ads? Instead, why not create ads aimed at delivering brand experience, where users can subsequently convert in their own time... Make the ad become the microsite Give users a range of interaction opportunities; videos, games, downloads, data capture, reminders, upload etc Make interactions deliberate; no auto-starting video etc Keep a small but obvious clickthrough Measure any subsequent activity from within the Eyeblaster reporting platform Creative Conclusions

© 2008 Eyeblaster. All rights reserved Summary Value of clicks is diminishing 50% of all clicks generated by same 6% of users (Starcom USA, Tacoda & comScore 2008) CTRs dropping Eyeblaster case study: 1 advertiser, 1 year, 25 campaigns, 340M impressions 20% conversions were post-click, 80% post-impression Majority of attributable conversions involved no click at all Best Practice Don’t make it difficult to interact – but always make it deliberate Don’t use display for search objectives: Search takes the user to the content Display can take the content to the user Feel free to involve us in concept discussions!

© 2008 Eyeblaster. All rights reserved Source: Dynamic Logic MarketNorms aggregated up to Q1/2006  gif/jpg  Rich Media  Video Delta the point difference between control and exposed (exposed% - control %) Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent The Value of Rich Media and Online Video Ads With Video Outperform Other Creative Options Aided Brand Awareness – Measures respondents ’ familiarity with the brand Online Ad Awareness - Measures the extent to which respondents recall seeing the online advertising Message Association - Measures the extent to which respondents can match the creative messaging to the brand versus its competitors Brand Favorability - Measures respondents ’ opinion of the brand Purchase Intent - Measures respondents ’ likelihood to consider purchasing the advertised product or service

© 2008 Eyeblaster. All rights reserved Source: OPA, A Primer on Online Video Viewing, 3/2006 Of consumers who have seen a product advertised in an online video ad, 44% have taken action: 31% Checked out a related website 14% Requested more information 14% Went to a store to see the product 10% Forwarded an ad 8% Made a purchase The Power of Rich Media and Online Video Video Prompts Action

© 2008 Eyeblaster. All rights reserved

New Concepts User Initiated In Stream Video, Full HD and Widget ads

© 2008 Eyeblaster. All rights reserved Integrate a widget in a campaign Share this movie with your friends Rich media ads are served as part of a campaign A widget element can be posted from the ads to any of the social networks and be shared among friends Analytics combine distribution and rich media measurements from the campaign and from the widget

© 2008 Eyeblaster. All rights reserved What’s next? Widget ads

© 2008 Eyeblaster. All rights reserved Creative Workshop for Adobe Flash

© 2008 Eyeblaster. All rights reserved Creativezone.eyeblaster.com m: Thank You !