eyeblaster at omexpo latino 2010 - english version

MediaMind - Changing the Rules of Engagement

Simple, Efficient and Successful Strategies for your

Digital 2.0 Campaign

Carlos MedinaCountry Manager - Eyeblaster Brasil

+55 11 8820 1294

carlos.medina@eyeblaster.com

Credentials…

eyeblaster : more than 10 years managing

and serving digital campaigns solutions

(Rich Media, Standard, Search and Mobile)

- 37 offices in 26 countries

- 2.500 agencies and more than

7000 brands.

MediaMind - Changing the Rules of Engagement

Simple, Efficient and Successful Strategies for your

Carlos MedinaCountry Manager - Eyeblaster Brasil

+55 11 8820 1294

Shortening...

your digitalimproove

actions 2.0

How to

Current Scenario

According to Erik Qualman author of Socialnomics only

Of the people are influenced by traditional advertising

CTR from the majority of digital campaigns is getting near

And that’s a global trend... What we must do to get user’s attention?

Current Scenario

Digital Campaigns

don’t rely exclusively

in the creative

professionals in order

to obtain maximum

blasting results.

There are interactive

marketing technologies

specialized in measuring,

delivering and optimizing

your message.

Traditional Digital Campaign Flow

CREATION

MEDIA PLANNING

PLAN-BRIEFING PUBLISH RESULTS

HSUCESS

METRICS

BCOMPLETE

PLATFORM

D DINAMIC ADS

E SOCIAL MEDIA

INTEGRATION

CONVERSION

G BEHAVIORAL

TARGETING

OPTIMIZATIONCREATION

MEDIA PLANNING

PLAN-BRIEFING PUBLISH RESULTS

Sucessful Metrics

For Digital Media

Sucessful Metrics

• CHALLENGE: Create an automatic optimization

criteria

• OPPORTUNITY:

• First you need to set your goal and then decide the

type of metric will be used

• Now you can improve your campaing in real time.

• With no mistakes, since you have set the road to

where you wanna take your digital campaign.

Sucessful Metrics

• Product Launch Campaign:

• GOAL: Expose the product to new stakeholders

• SUCESS METRIC: View the Video, Access to the

Product Website, Interaction With the Ad (In-Game

Banner), Dwell Time...

• Branding: Expousure Ad Time, Dwell Time, Reach &

Frequency

• Promotion: visits to site?, CTR?, new sign ups

completeplataform

Complete Plataform

• CHALLENGE: Unite optimization actions and report

data to understand the conversion funnel.

• OPPORTUNITY:

• Measure all digital disciplines with only one tool.

• Easy implementation and management

• Consolidate your data

• Measure the right and effective way. No data

duplication or conversion overlap

RESEARCH

Perceived Path to Conversion

INTERACT

Actual Path to Conversion

rich media

Rich Media

• CHALLENGE: Get Noticed and Convert Users

• OPPORTUNITY:

• Innovative Formats that get your attention and allow

the insertion of premium and relevant content

• Access interactive metrics

• CTR is not the way to go here

• You can solve your clients problem inside the

banner. You don’t have to take him to the landing

In-Banner

Conversions

Rich Media

rich media » eyeblaster research

In-banner Conversions

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08

Groundbreaking Ad Formats

Mapas no banner

WebcamIntegração mobile Livechat

Upload Widgets

Mash Up Ads

Compra no banner

Anuncios sincronizados

HP Take OversAnúncios dinâmicos

HD Video

Vídeo Adhoc

Sidekick

Captura de dados3D

Alpha vídeo

Vídeo Interativo

Examples of innovative formats

http://creativezone.eyeblaster.com

dinamic ads

Dinamic Ads

• CHALLENGE: Create a tool to feed and update the ad

in a dinamic fast operational process

• OPPORTUNITY: A XML file feeds a flash template

and create as many banners as necessary with

dinamic info

• Sincronized Information: between the publisher and

your creative department

• Fast-going campaign update and real-time inventory

and information control

Dinamic Ads

<?xml version="1.0" encoding="ISO-8859-1"?>

<TITLE>Empire Burlesque</TITLE>

<ARTIST>Bob Dylan</ARTIST>

<COMPANY>Columbia</COMPANY>

<TITLE>Hide your heart</TITLE>

<ARTIST>Bonnie Tyler</ARTIST>

<COMPANY>CBS Records</COMPANY>

<TITLE>Greatest Hits</TITLE>

<ARTIST>Dolly Parton</ARTIST>

You can change in the ad:

images, animations, flash,

background colors, texts,

destinations links, fonts and

IMAGETitleArtistCompany

Dinamic Ads » Example

Other examples: http://creativezone.eyeblaster.com

social media

integration

Social Media Integration

• CHALLENGE: Presence in Social Media with the right

message creating awareness with the users

• OPPORTUNITY:

• 95% of the online population in LATAM have at least

one Social Media Profile*

• Create viral capabilities inside a traditional campaign,

facilitating user shareability and engajement

* FONTE: InSites Consulting, March 2010

Widget Ad » Nike example

Widget Ad » Example Report

conversion tags

Conversion Tags

• CHALENGE: Measure activities after publishing the

campaign

• OPPORTUNITY:

• Measure navigation inside the advertiser website, with

post-impressions or post-click report.

• It’s not = WebAnalytics. It’s action-driven data from

the specific campaign

• Measure all Indirect Conversions

Convertion Tags

1. The Ad is Viewed

2. A Cookie is inserted in the user machine, with

info about the ad that was displayed

3. User closes the browser and shutdown the

computer

4. The user visits the advertiser website typing

the URL in the browser

5. The conversion tags are interpretated

6. User ‘s cookie + conversion tag info are

sent to Eyeblaster’s servers

7. User Navigates in the Website

8. User Convert (indirect).

automatic

optimization

Automatic Optimization

• CHALLENGE: Deliver the ads that had the best

performance on each placement

• OPPORTUNITY:

• When you create your campaign different versions of

the same banner can help you boost results

• It’s not necessary to create lots of creative lines. That

costs a lot. You can perform small changes in

creation, such as background color and images sizes,

that can have different levels os awareness from the

Day 1 Day 2

0.8% CR

0.5% CR

High % SOV

Low % SOV

Optimize the Ads based on

your KPI’s

• The best CTR

• Interactive Rate

• Dwell Time

• Conversions

Updates every 8 hours

based on the previous

rules.

targetingbehavioral

Behavioral Targeting

• CHALLENGE: Deliver Relevant Ads to the Users

• OPPORTUNITY:

• Deliver different ads to different users, according to

their level of interaction towards the campaign, brand

or action.

• What can be used? Click, visits, visualization of

videos, Dwell time and more

• Re-target Ads regarding a previously behavior from another campaign

• Cross-sell / Up-sell to maximize ROI

• Create um valuable user database

» Who never visited your site

» Who Visited your site

» Who’s a participative and active user

• User Interaction that Determines the next Ad Sequency

• No limits to the amount of ads

• Raise your convertion rates

DejaVu Re-targeting Sequencial Behavioural

During the CapaignBefore the Campaign

1st imp 2nd imp 3rd impPrior to Impression Ad

Unknown

Site Visitor

Participant

Operational

process don’t

need to be hard

and problematic

ThanksQuestions?

Carlos Medina - @cfmedina

eyeblaster at omexpo latino 2010 - english version

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