How to Make a Good Impression Dean Donaldson: Channel Development EMEA, Eyeblaster Martin Lundin: Head of Digital Marketing, Sony Ericsson Mobile Communications 27 th September 2007 AdTech London A user-centric approach to advertising

Agenda  The inherent challenge  Study around conversions  Progressive thinking  Understanding user journeys  The Real Story  Objectives  Creative strategy  Cross-channel targeting  Summary

The Journey of the User  Online advertising is generally seen in transient, linear paths  See ad → Click → Micro site → Main site  Can distort overall objectives  Focus becomes about driving through to a site  Real objective is beyond the click-thrus  Favourable awareness and then action  Ultimately a purchase of a product or service  Feed the user where they are  Users are more calculated in their approach  They choose delivery method and customise their environment  The rise of ‘desktop widgets’ – browser is no longer king  The need to speak to the user personally wherever they are Inherent challenge in digital advertising

CTR: Overall vs Video  Media Firsts: “What new format or feature can you recommend that will get me the best click-thru rates?” Dropped from 5% to less than 1% in 5 years

 Engagement  Post Impression Activity (Sub-Conscious Acknowledgement)  Impression  No Awareness (No Conscious Acknowledgment)  Click-Thru  Post-Click Activity (Conscious Acknowledgement)  Call to Action  Required Response (Conscious Decision)  Information Request / Data Capture / Physical Purchase ? Shades of Grey Measuring the true response  Interaction  Pre-Click Activity / Post-Interaction (Active Involvement)

DNA of an Advertiser  A study of all activity for a client over a period of a year, covering both rich and standard inventory  340 million impressions  26% Standard Banners vs. 74% Rich Media  53% Polite Banners  21% Expandable Banners  25 major campaigns ranging from 1MM – 53.5MM impressions  17 publishers ranging from 150K to 138MM impressions  Over 130 post-click activities were tracked Analysis of total activity July ’06 to May ‘07

Impress to Convert Impressions drive 4:1 more conversions over clicks  Analysing post-impression and post-click tracking  Conversions happen as a result of ‘seeing’ not ‘clicking’ on the ad  Downplays the immediacy of initial response with a more powerful brand awareness driver, that produces tangible results later on Note: This is a case study based on one advertiser, 25 campaigns, 340MM impressions

 Halo Effect: Even standard conversions happen due to rich media path 74% of total impressions were rich media based The Impact of the Impression Looking back at last 5 adverts in conversion sequence 98% of conversion path was rich media based RM: 82% SB: 18% RM: 98% SB: 2% 82% of conversions were rich media based Conversion Note: This is a case study based on one advertiser, 25 campaigns, 340MM impressions

Progressive Thinking  Delivers content to the user where they are – attracts, teases, engages  Offers choice to the 90%+ users who don’t click-thru  Results prove interaction overrides typical ad timeout – over 1 minute! P910i – 2004 Sony Ericsson engages the consumer in situ since 2003 Enhanced Experience Quickshare – 2004 K700 – 2004 K500i – 2004 k800i – 2006

Understanding the User  Each user journey is unique  A number of sub-conscious and conscious factors of awareness that influence the final decision  A number of measurable interaction points that make up the whole  Seeking a truer representation  Who are the Uniques?  Where did they actually come from?  What did those Uniques do?  What was their actual intention?  How did we influence them?  Did we drive a conversion? The consumer as an individual, not a mass

A B C D Mud Slinging A. Don’t own a SE Mobile but have seen the ads C. Recently compared phones on the site B. Already own a SE mobile and actively looking to replace D. Has just received online quotation

Consumer Behaviour Tracking  Re-target ads based on previous behaviour across media properties  Cross-sell/Up-sell to maximise ROI  Build valuable user database over time  Who has never visited your site  Who has visited your site  Who is active participant on your site  User interactions determine which ad is shown next in sequence  Encourage user through the decision making cycle  Unlimited creative ‘paths’ help improve conversion rates Pre-Impression, Post-Interaction & Pre-Click DejaVu Re-targetingBehavioural Sequencing During the CampaignPrior to Campaign 1 st imp2 nd imp3 rd impPrior to ImpressionAd Unknown Site Visitor Participant

User Profiling Dean Donaldson: Channel Development EMEA, Eyeblaster Martin Lundin: Head of Digital Marketing, Sony Ericsson Mobile Communications 27 th September 2007 AdTech London Perfecting the gentle art of advertising persuasion

 A recent campaign encapsulates all the progressions of digital advertising working alongside an individual user’s journey  MEC Interaction sought a technology to actively engage the individual user wherever they were physically or within the campaign lifecycle  Physical location: Multi-lingual throughout CEEMEA territories  User Environment: Complementing web page access with mail and desktop messenger and the need to flow seamlessly between them  Lifecycle State: Multiple stages of competition  From initial awareness, registration process to the multiple upload stages over the weeks  800 different ads were served over 4 weeks  A new set each week separated by colour  A game introducing that week’s competition and ending up with a registration process  Photo upload and forwarding mechanisms K550i Cyber-shot™ Promotion

 Generate a high level of awareness for Mainstream Materialists  Ensure consumers perceive Cyber-shot as relevant and accessible  Generate word of mouth for credibility & endorsement  Continue to build perception as a leader in imaging The Campaign Overall ObjectivesBig IdeaThe K550i Extreme Challenge  WIN: An extreme world tour for you and 5 mates  WINNER: Selected by site community Blogging Competition Site

 Take photos of yourself preparing for each weeks challenge and upload to the site Lights, Camera, Action! How to train for one of the four challenges

K550i Extreme Challenges (Change by Week) Week 1Week 2Week 4Week 3

Active Engagement Generating Awareness & Interest Engage Within Activity Entice Repeat Engagement Throughout the Life Cycle

Behavioural Profiling to Target Message The K550i Extreme Tour Concept  Creative based on user state: if registered, how and if uploaded pics? The GameRegistration User totally unknown No UploadUploaded User registered via the banner No UploadUploaded User registered via the web site

Campaign Process  Game animation rotates with sign-off  Urges registration within banner  Allows photo upload within banner  Then enables forward-to-friend  Drops tag to remember state  Once complete sends to user  Request to complete web registration  Confirmation of registration  Drops tag to remember state  User can enter this weeks competition  User completes photo upload  Drops tag to remember state  Re-targeting creative based on state Banner registration and re-targeting concept

Engaging the User  The drive to understand the digital media space  Complementing the lack of webpage reach in less established markets and seeking to find new channels for delivery  Three distinct channels, all with unique qualities and properties  Web Pages (MSN Home Page complemented by associated media)  (MSN Live Mail)  Desktop Application (Live Messenger)  A knowledge of how users engaged with each dedicated channel separately and then together The beginnings of multi-channel convergence Web Page Messenger

A Converging World Homepage extends reach to a main web access point  User customisation ensures a central point of reference for news and search when opening a browser and beginning to surf the web often can see an increase in data capture compared to web pages  A user is already typing and therefore responsive to type in an advert and get back to what they were doing rather then merely clicking away Desktop applications can bring all three channels together  Can auto-log on and fire up an overview screen revealing news, s and contacts in one central place without the need to open up a browser So what we have here is start of cross-channel convergence  In this case run-of-network across MSN channels  By working across all three channels simultaneously, reach was ensured irrespective of the digital jump point the user preferred to access Extending digital reach beyond the browser

Following the User Multiple points of entry and reminder  Being exposed to the initial creative  Example: Web Browser  Enabling user to register in situ  Example: MSN Today  Re-targeting irrespective of channel  Example: Live Mail  Further re-targeting across channels  Example: Live Messenger  And any combination thereof… Web Page Messenger

Summary  The SE K550i was one of the most technically challenging campaigns undertaken online to date  A melting pot of innovative planning, creative technology, publisher knowledge and consumer insight – as well as an element of calculated risk-taking on behalf of the client  Yet was in worth pointing out is this did not cost a single penny more on either ad serving or on media purchase  It is about knowing how to work the technology to the clients ultimate objectives in a way that is totally user-centric  The only extra thing required was further creative build time and some slight amendments to the back end destination site  In total 800 separate ads were needed, but even these were drawn from a very well-crafted master template… Multiple points of entry and reminder

Results Guiding people through the campaign funnel

Thank You We hope we have made a Good Impression!