European - Online Trends Yael Tolub

Online and analytics  The online channel is the only medium with accurate measures  Advertisers are asking for accountability – ROI  We can and should be accountable for digital executions: First by setting the right expectations to the clients Then by beating the expectations with good buys, good creatives and the right analysis This Eyeblaster University is about: Accountability Measuring, Monitoring, Analyzing and Justifying it all, in order to help shift offline budgets to the online world. To make you look good in front of your advertisers!!

Industry figures I II Eyeblaster figures III Bringing the site to the ad IV Keeping the users in the ad V Video – a must in Europe Agenda

High online advertising spend IndustryEyeblasterSite to AdUsers in AdVideo

..and the spend is only growing IndustryEyeblasterSite to AdUsers in AdVideo 170% in 4 years!!

Most of Europe is online IndustryEyeblasterSite to AdUsers in AdVideo

… and often IndustryEyeblasterSite to AdUsers in AdVideo

Campaign structure Europe ,999, ,841, ,534, >250,000, Our Top Publishers Averages per Campaign Max Per Campaign Creatives Sections Sections per Pub Formats Impressions IndustryEyeblasterSite to AdUsers in AdVideo

Banner size 300x250 19%36% 0.57% 728x90 23%35% 0.40% 120x600 25%35% 0.37% 160 x600 4%15% 0.25% IR User Expansion CTRSize IndustryEyeblasterSite to AdUsers in AdVideo Europe 2006 Web Page Page Fold

Popular rich media formats IndustryEyeblasterSite to AdUsers in AdVideo Europe 2006

Benchmark per format IndustryEyeblasterSite to AdUsers in AdVideo Europe 2006

From “go-to-site” to “site-in-ad” IndustryEyeblasterSite to AdUsers in AdVideo

Expandable ads are the best format for “site- in-ad” IndustryEyeblasterSite to AdUsers in AdVideo Two main challenges with expandable ads:  Getting the user to expand Generous hotspot rules (compare to the US) Expansion rate in 2006: Q1: 39% – Q4: 42%  Getting the users to stay Big challenge! Expansion duration in 2006: ranged from 31 sec (Q1) to 52 sec (Q2)

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 IndustryEyeblasterSite to AdUsers in AdVideo

Broadband Penetration IndustryEyeblasterSite to AdUsers in AdVideo

Top verticals in terms of video usage IndustryEyeblasterSite to AdUsers in AdVideo The usage of video is prevalent in all verticals

Video Utilization: Video impressions/ Rich Media impression (2006) IndustryEyeblasterSite to AdUsers in AdVideo

Video drop off rate IndustryEyeblasterSite to AdUsers in AdVideo

What influences video drop off rate? The video play progression rate is influenced by the length of the video and the ease of closing a video

 Online budgets are growing, users are online and the connection speed is increasing  Online advertising is the place to be!  Several trends: campaign’s structure, location on page and formats  Bringing the content to the users: Expandable ads Video ads  Next step: how to use this information to run a better campaign? What did we see?

Thank You Name: Yael Tolub – Research Manager Phone: