How to Make a Good Impression

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How to Make a Good Impression
Media Workshop
A user-centric approach to advertising

• Dean Donaldson Channel Development EMEA,
  Eyeblaster
• 8th November 2007
• MSN Innovate, Oslo

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Agenda

• The inherent challenge
• Study around conversions
• Progressive thinking
• Analysis and justification
• Understanding user journeys
• Behavioural Targeting User Profiling
• The Real Story
• Cross-channel targeting
• Summary

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The Journey of the User
Inherent challenge in digital advertising

• 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

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CTR Overall vs Video
Dropped from 5 to less than 1 in 5 years

• Media Firsts
• What new format or feature can you recommend
  that will get me the best click-thru rates?

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From Pull Traffic Drivers
Trying to pull the users to your website
YAHOO!
MSN
WEBSITE
AOL
ORANGE

• Average CTR is below 0.3
• Clicks are not pre-qualified

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To Push Smart Ads
Pushing content to the user, exactly where they
are
YAHOO!
MSN
WEBSITE
AOL
ORANGE

• Average dwell time is about one minute

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Development of the web

• Web 1.0 Content
• Web 2.0 Conversation
• Web 3.0 Convergence

The big Con?
clicks!

• Its all about Conversions!

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Shades of Grey
Measuring the true response

• 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

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DNA of an Advertiser
Analysis of total activity July 06 to May 07

• 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

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Impress to Convert
Impressions drive 41 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
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The Impact of the Impression
Looking back at last 5 adverts in conversion
sequence
74 of total impressions were rich media based
82 of conversions were rich media based
98 of conversion path was rich media based
1
2
3
4
5
Conversion
RM 82 SB 18
RM 98 SB 2

• Halo Effect Even standard conversions happen due
  to rich media path

Note This is a case study based on one
advertiser, 25 campaigns, 340MM impressions
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The Art of Blending

• Advert in shop window
• Set up stall in a mall
• Juggling clowns

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Enhanced Experience
Distract and Immerse Engaging the consumer in
situ
Brand Response
C4 Mousetracker
Nissan QashQai
P910i 2004

• Delivers content to the user where they are
  attracts, teases, engages
• Offers choice to the 90 users who dont
  click-thru
• Results prove interaction overrides typical ad
  timeout over 1 minute!

Canon Eos
ITV Dinosaurs
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Pre-click Interactivity Tracking
Get a full view of your campaign success
Honda Civic
Test Drive Brochure Request More Information
Main Click Rotate Dwell-time Brand awareness

• Best Practice Track all elements in an ad

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(No Transcript)
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Justify Your Campaign Success
Drilling down to find the conversion factor
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Plan Your Next Move
How to justify a low CTR!
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Analysis and Metrics
An example from the real world

• 2,000 people walk down the street Impressions
  100
• 1,000 of these are unique, some return Reach
  Frequency 50 (21)
• 800 people notice a building, 200
  dont Post-Impression?? 40
• 300 people walk into the store Interaction 15
• 10 people go up to first-floor Click-thru 0.5
• 1 person buys a coffee Conversion 0.05
• Emotional response people who notice, but dont
  do anything
• 10 in 1,000 1 are unique responders
• 10 in 800 1.25 are emotional responders
  what about other 790?
• 10 in 300 3.33 of the Interactors will
  respond what about 290?
• Conversions can I buy a coffee without going to
  first-floor?

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Media Conversion Costs
Calculating the real cost per conversion

• 40x more likely to interact then click

• 4.5x conversions in banner then site

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Understanding the User
The consumer as an individual, not a mass

• 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?

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EU Tobacco (Multi) Behavioural

• 93 of interactors saw second sequenced advert
• Those who saw second advert were positively
  inclined towards click thru

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Levis (MultiNational) Social Advertising

• 13.5 watched the entire entry video
• 0.1 average CTR 0.33 in sent mail MPU
• 0.01 started the data-capture process
• 11 of initial respondents went on to give email
  address in subsequent screens
• Higher rates could have been achieved if the
  data request fields were higher

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Mars UK Run-of-Network Data Capture

• 35,000 emails captured in one single day!!

Login MPU
Synchronised
Messenger

• 10 of users played the game
• 60 played more then once
• 18 interacted with IM banners
• Brand exposure 10x more in IM then on homepage

Homepage
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Mud Slinging

• Dont own a SE Mobile but have seen the ads

• Recently compared phones on the site

• Already own a SE mobile and actively looking to
  replace

• Has just received online quotation

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Consumer Behaviour Tracking
Pre-Impression, Post-Interaction Pre-Click
During the Campaign
Prior to Campaign
DejaVu Re-targeting
Behavioural Sequencing

• 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

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K550i Cyber-shot Promotion

• 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 processto
  the multiple upload stages over the weeks

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Lights, Camera, Action!
How to train for one of the four challenges

• Take photos of yourself preparing for each weeks
  challenge and upload to the site

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K550i Extreme Challenges (Change by Week)
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Behavioural Profiling to Target Message
The K550i Extreme Tour Concept

• Creative based on user state if registered, how
  and if uploaded pics?

User totally unknown
The Game
Registration
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Campaign Process
Banner registration and re-targeting concept

• 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 email to user
• Request to complete web registration
• Confirmation of registration email
• 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

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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

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Results
Guiding people through the campaign funnel
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Summary
Multiple points of entry and reminder

• Most technically challenging campaign undertaken
  online to date
• A melting pot of
• innovative planning
• creative technology
• publisher knowledge
• consumer insight
• as well as an element of calculated risk-taking
  on behalf of the client
• Did not cost a single cent more on ad serving or
  on media purchase
• Know how to work the technology that is
  user-centric to meet objectives
• Only required some slight amendments to the back
  end destination site and a very well-crafted
  master template

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Thank You
We hope we have made a Good Impression!

• Dean Donaldson www.deandonaldson.com
• And Eyeblaster (Easy Concepts) reprehensive for
  Norway is
• Danny M. Van der Cingel (Business Development
  Director)
• danny_at_easyconcepts.com 31 (0)2 068 39 857