global and apac trends. online and analytics the online channel is the only medium with accurate...

Global and APAC trends

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 Road Show 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!!

Advertising Budget I

II Eyeblaster figures – popular formats and placements

III Broadband and Video

Agenda

Online Spend – Global (billions)

Source: PricewaterhouseCoopers (PwC), June 2007

Advertising Eyeblaster Video

Global - Market share by continents

Source: PricewaterhouseCoopers (PwC), June 2007

Advertising Eyeblaster Video

Online Spend – APAC (billions)

Source: Advertising Expenditure Forecasts – October 2007 – ZenithOptimediaAPAC includes: Australia, China, HK, India, Indonesia, Japan, Malaysia, NZ, Philippines, Singapore, S. Korea, Taiwan, Thailand, Vietnam

Advertising Eyeblaster Video

Share of Ad Spend by Medium – APAC 2006

Advertising Eyeblaster Video

Source: Advertising Expenditure Forecasts – October 2007 – ZenithOptimediaAPAC includes: Australia, China, HK, India, Indonesia, Japan, Malaysia, NZ, Philippines, Singapore, S. Korea, Taiwan, Thailand, Vietnam

Online Spend – Indonesia (Rupiah billion)

Source: Advertising Expenditure Forecasts – October 2007 – ZenithOptimedia

Advertising Eyeblaster Video

Popular rich media formats - APAC

Source: Eyeblaster APAC data – 2006‘Eyeblaster’ APAC includes: Australia, China, HK, India, Japan, S. Korea, NZ, Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam.

Advertising Eyeblaster Video

Popular rich media formats - Europe

Source: Eyeblaster Europe data – 2006

Advertising Eyeblaster Video

Rich media drives Conversion

Format Conversion

Standard Banner 0.70%

Rich Media 1.08%

Expandable Banner 1.60%

Polite Banner 0.87%

Compared to standard banners, expandable banners more than doubles conversion rate

Note: This is a case study based on one advertiser, 25 campaigns, 340MM impressions

Advertising Eyeblaster Video

The huge impact of Rich Media

98% percent of conversion paths were rich media based

12345

RM: 82%SB: 18%

RM: 98% SB: 2%

74% of total impressions were RM impressions

82% percent of conversions were rich media based

Rich Media’s halo effect: SB conversions happen due to the rich media path

Conversion

Note: This is a case study based on one advertiser, 25 campaigns, 340MM impressions

Advertising Eyeblaster Video

Ad examples from APAC

Source: Eyeblaster APAC data – 2006‘Eyeblaster’ APAC includes: Australia, China, HK, India, Japan, S. Korea, NZ, Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam.

Advertising Eyeblaster Video

HomepageTakeover

Half Banner in MSN IM

Expandable withMini Game

HomepageTakeover

Benchmark per rich media formatAPAC 2006

Advertising Eyeblaster Video

Campaign structureEurope 2006

47,999,744 7 21 11 2 2 10,841,426 6 9 8 2 24,534,456 4 6 5 1 2

>250,000,000 30 140 47 14 7

Our Top

Publisher

s

Averages per Campaign

MaxPer Campaign

10010003000

Creative sSecti

ons Secti

ons per

Pub

Format

sIm

pression

s

Advertising Eyeblaster Video

Expandable ads are the best format for “site-in-ad”

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)

Advertising Eyeblaster Video

Banner size – APAC 2006

300x250 5% 0.39%

728x90 12% 0.20%

IR CTR Size

Web Page

Page Fold

Advertising Eyeblaster Video

Banner size – Europe 2006

300x250 19% 36% 0.57%

728x90 23% 35% 0.40%

120x600 25% 35% 0.37%

160 x600 4% 15% 0.25%

IR User

Expansion CTR Size

Web Page

Page Fold

Advertising Eyeblaster Video

Broadband penetration in APAC

Source: PricewaterhouseCoopers (PwC), June 2007

Lower broadband penetration is the main reason for lower video usage

Advertising Eyeblaster Video

Top verticals by video usage - APAC

Source: Eyeblaster APAC Data 2006

Most vertical are experimenting with videos

Advertising Eyeblaster Video

Video Utilization in top verticals

Source: Eyeblaster APAC Data 2006: Video impressions/ Rich Media impression

Video impressions/ RM impressions

Advertising Eyeblaster Video

Online budgets are growing, users are online and the connection

speed is increasing Online advertising is the place to be!

Several trends: formats and location on page

Video is an easy way to differentiate oneself in most verticals

Next step: how to use this information to run a better campaign?

What did we see?

Advertising Eyeblaster Video

Thank you