© 2008 Eyeblaster. All rights reserved Why the world stopped clicking The rise of rich media Presented by: Ross McNab ● Sales Director● July 2008
© 2008 Eyeblaster. All rights reserved I see therefore I click ?
© 2008 Eyeblaster. All rights reserved Agenda The inherent challenge Who we are and what we can do Thinking outside the ‘box’ Understanding user journeys Understanding the environment Developing conversations
© 2008 Eyeblaster. All rights reserved
marketing budget.5%7
© 2008 Eyeblaster. All rights reserved what are the biggest barriers to online investment?
© 2008 Eyeblaster. All rights reserved
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
© 2008 Eyeblaster. All rights reserved “he clicks me he clicks me not”
© 2008 Eyeblaster. All rights reserved
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
© 2008 Eyeblaster. All rights reserved From Pull – “Traffic Drivers” Average CTR is below 0.3% Clicks are not pre-qualified WEBSITE YAHOO! MSN AOL ORANGE Trying to pull the users to your website
© 2008 Eyeblaster. All rights reserved To Push – “Smart Ads” YAHOO! MSN AOL ORANGE WEBSITE Average dwell time is about one minute Pushing content to the user, exactly where they are
© 2008 Eyeblaster. All rights reserved What’s driving a decrease in Clicks? 1. Increase in broadband penetration 2. Publisher shifts in objectives and measurement 3. Shift in creative strategy All lead to a Decrease in Click Rate
© 2008 Eyeblaster. All rights reserved From Pull – “Traffic Drivers” WEBSITE Trying to pull the users to your website Average CTR is below 0.3% Clicks are not pre-qualified
© 2008 Eyeblaster. All rights reserved To Push – “Smart ads” WEBSITE Average dwell time is about one and a half minutes Pushing content to the user, exactly where they are
© 2008 Eyeblaster. All rights reserved Polite :: Expandable :: Synchronised :: Video Pushing content to the viewer
© 2008 Eyeblaster. All rights reserved Widget ads What’s next?
© 2008 Eyeblaster. All rights reserved User interactions determine which ad is shown next in sequence Encourage user through the decision making cycle Unlimited creative ‘paths’ help improve conversion rates Targeting creative during campaign 1 st imp 2 nd imp 3 rd imp Behavioral Sequencing
© 2008 Eyeblaster. All rights reserved A case study from EU Tobacco Behavioral Sequencing
© 2008 Eyeblaster. All rights reserved Mashup Ads Any content from the web into your ads
© 2008 Eyeblaster. All rights reserved Success is more than the click Engagement Brand Impact Interaction Interaction Rate Interaction Duration Video Duration Conversion Impact on conversion rates
© 2008 Eyeblaster. All rights reserved Source: Dynamic Logic MarketNorms Q Standard Banners Rich Media Rich/Video % Lift Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent Add video for enhanced results Rich Media builds brand
© 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 Don’t trust click-thru as a way of justifying campaign success Find metrics to measure campaign success from Branding to Interaction Justify a campaign with 0% click rate
© 2008 Eyeblaster. All rights reserved Creative Zone
© 2008 Eyeblaster. All rights reserved Eyeblaster Showcase newsletter