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© 2009 Eyeblaster. All rights reserved Digital Campaigns Name| Job Title | October 2009 Simplify.

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Presentazione sul tema: "© 2009 Eyeblaster. All rights reserved Digital Campaigns Name| Job Title | October 2009 Simplify."— Transcript della presentazione:

1 © 2009 Eyeblaster. All rights reserved Digital Campaigns Name| Job Title | October 2009 Simplify

2 © 2009 Eyeblaster. All rights reserved ? dedichi al tuo ad server quanto tempo

3 © 2009 Eyeblaster. All rights reserved Ad Serving Multiple Sources of Data Too much data, not enough time Getting Campaigns Live Too Much Excel Trafficking Fatigue Publisher Specs Campaign Performance Delivery Complex Analytics Agency Profitability Cross Channel Measurement No Time For Strategy Little Time for Optimisation Reporting Not User Friendly

4 © 2009 Eyeblaster. All rights reserved più meno più

5 © 2009 Eyeblaster. All rights reserved Il primo passo è ammettere… Tecnologia non flessibile Dysfunctional Campaign Process Analytic Complexities problema …che abbiamo un

6 © 2009 Eyeblaster. All rights reserved Le cose sono più dure di quello che dovrebbe essere.

7 © 2009 Eyeblaster. All rights reserved ?

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10 Speso Intervistato

11 © 2009 Eyeblaster. All rights reserved Eyeblaster- La copertura del mezzo digitale RICH Plan TrafficServeOptimiseAnalyse STANDARD EMERGING SEARCH MOBILE

12 © 2009 Eyeblaster. All rights reserved Eyeblaster - Reportistica unica Unico Adserver che genera report per tutti i canali attivi

13 © 2009 Eyeblaster. All rights reserved Eyeblaster - Unico Tag per tracciare le attività Eyeblaster permette di gestire tutti i dati tramite un unico codice che segue tutti i percorsi dei canali attivi (esempio: affiliazioni, sistemi di direct response ecc ecc), non solo per esposizione e click, ma anche per post activities sulle pagine del sito del cliente.

14 © 2009 Eyeblaster. All rights reserved

15 Actionable Analytics Extracting meaning out of piles of data

16 © 2009 Eyeblaster. All rights reserved Difficoltà:

17 © 2009 Eyeblaster. All rights reserved Campaign Monitor la finestra sulla campagna Analizza il comportamento dall’inizio alla fine della campagna in tempo reale Ottimizza al volo Monitora il delivery, la performance, il set-up, e altro

18 © 2009 Eyeblaster. All rights reserved

19 1-Click PowerPoint Sintesi della campagna in ppt Contenuto personalizzabile Completi di tavole e grafici Semplicità di esposizione dei dati di branding

20 © 2009 Eyeblaster. All rights reserved Report predefiniti 21 reports per agenzia 8 reports per creatività 3 reports per sito Permettono analisi veloci, in profondità e chiare Nei reports sono inclusi:  Delivery  Performance by frequency  Unique user metrics  Engagement  Video performance  Conversions  Path to conversion  Cross media integration

21 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary performance totali di campagna Eyeblaster DataTotalEyeblaster Benchmark Served Impressions3,298,022 Average Dwell Time23.78 Interaction Rate0.66 % CTR0.34 %CTR Rich Media: 0.56% CTR Std Banner: 0.16% Clicks11,122 Unique Impressions1,296,626 Average Frequency2.54 Unique Interacting Users 14,544 Unique Clicking Users10,749 Video Start Rate41.45 %29.86% Unique Video Viewers663,791 * La presentazione sintetica dei dati appare in GMT -5 EST **I siti con più del tre per cento delle impression erogate appaiono nel grafico. 'Altro', rappresenta il restante dei siti.

22 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary metriche d’interazione Publisher Name Served Impressions Interaction Rate CTRUsers Average Dwell Time (Sec) Video Started Rate Video Average Duration (sec) Multiplayer IT688, %0.13 % %22.77 Websystem Italy 625, %0.22 % %24.77 MyAds IT624, %0.44 % %24.27 One Italia IT506, %0.25 % %24.46 Yahoo! Italy427, %0.80 % %23.71 MSN Italy224, %0.22 % %22.08 Sky Italia IT200, %0.45 % %24.41 Totals3,298, %0.34 % %23.99 * I grafici contengono i dati solo dei banner rich media. I totali valori possono differire dai totlai di Campagna

23 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary metriche d’interazione * I migliori dieci siti ordinati per Impression erogate, in ordine decrescente Eyeblaster benchmarks per: 1 ° trimestre' ° trimestre'08, l'Europa, intrattenimento Interaction RateCTR Rich MediaTotal Expansion RateVideo Started Rate 27.30%0.56%42.04%29.86%

24 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary metriche d’interazione * I migliori dieci siti ordinati per Impression erogate, in ordine decrescente Eyeblaster benchmarks per: 1 ° trimestre' ° trimestre'08, l'Europa, intrattenimento Expansion Average Duration (sec.)Video Average Duration (Sec)

25 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary metriche reach Publisher NameUnique impressions Average Frequency Unique Clicking Users Unique Clicking Users Rate Unique Interacting Users Unique Interacting Users Rate Unique Video Viewers Unique Video Viewers Rate Multiplayer IT244, %1, %125, % Websystem Italy200, , %1, %110, % MyAds IT303, , %3, %183, % One Italia IT223, , %1, %118, % Yahoo! Italy224, , %3, %58, % MSN Italy95, % %43, % Sky Italia IT96, %1, %60, % Totals1,296, , %14, %663, %

26 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary metriche reach * I migliori dieci siti ordinati per Impression erogate, in ordine decrescente

27 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary metriche frequency Campaign NameFrequencyServed Impressions CTRInteraction Rate Ad Average Duration (Sec) User Average Dwell Time(Sec) Nome campagna3,298, %0.66 % ,295, %0.89 % , %0.83 % , %0.67 % , %0.58 % , %0.52 % , %0.29 % Totals3,298, %0.66 %

28 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary metriche frequency

29 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary metriche di sovrapposizione reach tra i siti Publisher Name Unique Impressions Exclusive Unique Impressions Exclusive Unique % Out Of Unique Impressions Overlap Unique Impressions Overlap Unique Impressions with One Publisher Overlap Unique Impressions with Two Publishers Overlap Unique Impressions with Three Publishers Multiplayer IT244,546214, %30,12324,4334, Websystem Italy 200,775171, %28,99722,5485,1231,119 MyAds IT303,901261, %42,73034,9796,3431,212 One Italia IT223,525197, %26,06920,9154, Yahoo! Italy224,825192, %32,69926,0555,3151,128 MSN Italy95,96189, %6,4295, Sky Italia IT96,83487, %9,5057,9281,247263

30 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary metriche di sovrapposizione reach tra i siti * I migliori cinque siti per utenti unici esclusivi in ordine decrescente - Utilizzare questo grafico per confrontare i tassi di utenti unici deduplicati a piano - I siti con la percentuale più alta aumentano la reach. -I siti con percentuale più bassa aumentano la frequenza e l’esposizione.

31 © 2009 Eyeblaster. All rights reserved Eyeblaster – Campaign Summary metriche di sovrapposizione reach tra i siti * I migliori cinque siti per utenti unici esclusivi in ordine decrescente - Utilizzare questo grafico per visualizzare la percentuale di sovrapposizione dell’utenza unica (in rapporto tra loro) per i migliori 5 siti di visite uniche. -La sovrapposizione degli utenti unici per sito è analizzata al 100% e vengono ripartite le diverse combinazioni. -- ad esempio, Un sito può spartirsi utenti unici contemporaneamente con più di un altro sito - questo caso rappresenta una combinazione di sovrapposizioni con altri editori.

32 © 2009 Eyeblaster. All rights reserved Made visual Rappresentazione grafica dei dati inclusi nei report Sono presenti anche Benchmarks per Industries Eyeblaster benchmark sample

33 © 2009 Eyeblaster. All rights reserved Custom report builder Crea il tuo report velocemente Le tue metriche preferite in un unico report. Gestisci i dati come meglio credi Tutti i dati di cui hai bisogno da qualsiasi prospettiva. Una volta creato il report lo puoi adattare a tutte le campagne Pronto per essere utilizzato con tabelle pivot. Apprendi di più dalla tua campagna Alcuni campi e metriche sono solo disponibili nel CRB.

34 © 2009 Eyeblaster. All rights reserved Excel add-on scaricabile Accedi ai dati della campagna con Excel Crea un report con le metriche desiderate Aggiorna solo i dati necessari Plug in for excel

35 © 2009 Eyeblaster. All rights reserved

36 Report sull’effettivo comportamento Acquista o Converte Visita il sito web Vede lo standard ad

37 © 2009 Eyeblaster. All rights reserved Analisi del Path to Conversion Conversion Sources PublisherAdsPlacementAd SizesCreative Analysis Type Average Point in Path ROI over the entire path ROAS over the entire path Total Occurrences in Path Total Conversions (entire path) Click to Conversion Rate Use impact rates to establish benchmarks for publisher optimisation Identify areas of opportunity or trouble, along the path that might effect overall performance Use data towards future strategy in ad sequencing or delivery 100% 20% 50%

38 © 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved Eyeblaster versus DoubleClick Advanced Analytics DoubleClick Advanced Reports have three common competitive disadvantages: These types of reports are almost all part of Eyeblaster’s basic reports Almost all must be enabled prior to the campaign (otherwise they will not be available) All are only available at extra cost! DoubleClickEyeblaster Cross-site duplicationPublisher overlap Sample size – less accurateAll unique impressions – more accurate No graphs – harder to understandGraphs – easier to understand Time-lag to conversionEyeblaster conversion reports No average latency calculation harder to understandAverage latency calculated – easier to understand Separate reports for clicks and impressions – harder to understandAll in one conversion report – easier to understand Must choose tags – harder to useData collected on all tags – easier to use Frequency to conversionPerformance by frequency Only at campaign level – less preciseCampaign, Publisher Placement and Ad and levels Only conversions – not useful for branding campaignsCTR, IR, Expansion, AD duration and Dwell Only conversions – useful for DR campaignsNo conversion data (will be included in 2010) Frequency up to 15 and can choose tags – more flexibleFrequency up to 5 and can’t choose tags (coming in 2010) Exposure to conversionPath to conversion Must use DART Search – less controlCan use any bid management solution – more control Raw data only – harder to understandAggregate reports and raw data – easier to understand

39 © 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved Duplicate users across publishers Report definitionDoubleClickEyeblaster Duplicate users across publishers These reports show how sites overlap in terms of unique users Enables planners to understand which publishers share the same unique users Cross-site duplicationPublisher overlap Report based on a 25% sampleReport based on every unique impression Only shows overlap between two (2) publishers Shows overlaps between two (2), three (3), or more publishers No graphs so it’s harder to understandGraphs present data visually for easy analysis Must be enabled prior to the campaign (otherwise they will not be available) Automatically enabled Available at extra costNo extra cost

40 © 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved Time-lag between impressions and conversions Report definitionDoubleClickEyeblaster Time-lag between impressions and conversions These reports show how much time passed between impressions and conversions Helps clients understand the true impact of their display investment Time-lag to conversionPart of all Eyeblaster conversion reports (post-click average latency and post-impression average latency columns) Average latency is not calculated – instead conversion numbers are listed by specific latency windows – so it’s next to impossible to glean actionable insights Average latency is presented The data is divided into two separate reports (post-click and post-impression conversions) which makes it hard to understand the overall picture Post-click and post-impression conversions are always part of the same conversion report Must choose which tags will be collecting this data Data automatically collected on all tags associated with the campaign Must be enabled prior to the campaign (otherwise they will not be available) Automatically enabled Available at extra costNo extra cost

41 © 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved Conversions by frequency Report definitionDoubleClickEyeblaster Conversions by frequency Reports show how frequency of ad exposures impacted the performance of the campaign Enables planners to determine optimal frequency, implement frequency caps and thus optimize their media buy Frequency to conversionPerformance by frequency Conversions only so it’s only useful for direct response campaigns CTR, IR, Expansion, AD duration, Dwell and Conversions will be available in 2010 Only available at the campaign levelCampaign, Publisher Placement and Ad and levels Frequency up to 15 (this is useful for special verticals like pharmaceuticals) Frequency up to five (5) but will increase in 2010 Ability to report on specific conversion tags Will report on all conversion tags Must be enabled prior to the campaign (otherwise they will not be available) Automatically enabled Available at extra costNo extra cost

42 © 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved Path to conversion Report definitionDoubleClickEyeblaster Path to conversion These reports show the combination of search clicks and display impressions that preceded a conversion Gives planners visibility into how each of the ads, placements or sites contributed to conversions Exposure to conversionPath to conversion Must use DART Search to report on both search and display Ability to use any bid management tool Raw data only so users have to spend time crunching numbers Aggregate reports and raw data – less number-crunching unless client so desires

43 © 2009 Eyeblaster. All rights reserved Actionable Analytics One click reporting Report Generator Data Feeds Service Plug-in for Excel Custom Report Builder and Service Campaign Monitor

44 © 2009 Eyeblaster. All rights reserved Ad Serving razionalizzato Set-up e misurazione della campagna più veloce e intelligente

45 © 2009 Eyeblaster. All rights reserved

46 Process Guide Ricerca Universale Filtri Bookmarking Anteprima “ Cinque Clicks in Uno

47 © 2009 Eyeblaster. All rights reserved

48 Preview multiple ads at once Instantly QA ad Collaborate with others L’anteprima che ti dà la vista completa View ad info

49 © 2009 Eyeblaster. All rights reserved

50 Upload pairs of consistently named SWFs and GIFs Assegna la Clickthru URL a tutti gli Ads Centinaia di Banners, in un solo Step

51 © 2009 Eyeblaster. All rights reserved Difficoltà:

52 © 2009 Eyeblaster. All rights reserved Instantaneous creative update Modifica istantanea di Testo, Contenuto o Targeting Permette veloci ottimizzazioni e cambiamenti Tiene traccia di ogni modifica Si spende meno per le modifiche

53 © 2009 Eyeblaster. All rights reserved Difficoltà o Incubo:

54 © 2009 Eyeblaster. All rights reserved In un click gli screenshots dei giustificativi in PowerPoint! “Oh Wow!, si sta realizzando un sogno!!” - Liquid Advertising Screenshots Automatici

55 © 2009 Eyeblaster. All rights reserved Visibility Metrics Visible impressions: Above the fold impressions plus scroll-downs Benefit: Better evaluate the media buy Above the fold Below the fold

56 © 2009 Eyeblaster. All rights reserved Visibility Metrics Three new visibility metrics are available Visible Impressions– The number of impressions served above the fold and/or viewed below the fold by way of scrolling down. Visible Impressions Rate– The percent of impressions viewed out of the measured impressions for visibility evaluation proposes. Recorded Impressions Rate– The percent of impressions successfully recorded for visibility evaluation purposes out of served impressions.

57 © 2009 Eyeblaster. All rights reserved Visibility Metrics Number of recorded impressions=500,000 Visible impression rate = 100,000/500,000

58 © 2009 Eyeblaster. All rights reserved Insights into campaign visibility Adsnaps visualisation Below the fold reporting Below the fold impressions Below the fold rate Understand true campaign delivery Optimise future buys Empower rate negotiations

59 © 2009 Eyeblaster. All rights reserved Difficoltà:

60 © 2009 Eyeblaster. All rights reserved Ruota i tuoi rich e standard ads, come i messaggi per assicurare la migliore user experience Imposta l’ottimizzazione sulla metrica preferita Frequency cap per orario, placement, e fascia oraria Targeting e Sequencing Controlla la sequenza, la rotazione e la frequenza dei tuoi ads

61 © 2009 Eyeblaster. All rights reserved Streamlined Ad Serving Smart Versioning Advanced Preview Quick Access Tools Mass Creation of Standard Banners Rich/Standard Optimisation Workshop for Flash Universal Tag Excel Based Trafficking Automatic Optimisation AdSnap

62 © 2009 Eyeblaster. All rights reserved Open Workflow Tool avanzati e processi che lavorano con te

63 © 2009 Eyeblaster. All rights reserved Difficoltà:

64 © 2009 Eyeblaster. All rights reserved Come lavorano insieme il Search e il Display? gestisci e misura il search e il display dall'interfaccia MediaMind Istantaneamente integrato con la maggior parte dei bid management tools o search vendors Automatica ed accurata deduplicazione dei dati di conversione Individua l'impatto e analizza i punti di contatto tra il search and display StandardSearch Rich Media

65 © 2009 Eyeblaster. All rights reserved A cosa porta questa performance combinata? 65 La search genera proporzionalmente un salto maggiore nelle vendite rispetto al display (perchè più targettizata)... Il totale dei 2 canali insieme è maggiore della somma dei 2 presi singolarmente …ma grazie alla reach maggiore del display, il suo effetto nel volume totale delle vendite è maggiore

66 © 2009 Eyeblaster. All rights reserved Channel Connect for Search Un’unica soluzione di reporting e di analytics per le campagne cross-channel display, search and affiliate Accurati Dati di Conversione Cross-Channel Insights Analisi del percorso alla conversion Soluzione Indipendente SEM Implementazione in 2 step Non è richiesto il retrafficking

67 © 2009 Eyeblaster. All rights reserved Cross-Channel Insights Cross-Channel Overview – top level insights into media interaction Search e Display Tutto in un unico posto Esplora i punti di contatto tra i diversi Canali

68 © 2009 Eyeblaster. All rights reserved Analisi del Path to Conversion – Per publisher

69 © 2009 Eyeblaster. All rights reserved Analisi del Path to Conversion – Per Canale Determina le Sinergie Cross-Channel Comprendi il comportamento dell’utente attraverso i percorsi più comuni

70 © 2009 Eyeblaster. All rights reserved Path to Conversion Analysis Giustifica i costi per le Keyword generiche

71 © 2009 Eyeblaster. All rights reserved Path to Conversion Raw Data Advanced display metrics

72 © 2009 Eyeblaster. All rights reserved Competitive Analysis Competitor ACompetitor B Friendly set-up De-duplication Advanced cross channel reports Conversion attribution SEM independent Yes No Partial

73 © 2009 Eyeblaster. All rights reserved

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75 Partners Integrati Site Analytics Planning & Buying Bid Management Trading platforms … Ad Verification … Emerging media …

76 © 2009 Eyeblaster. All rights reserved Web- Tracking/Research Omniture Web Trends Core Metrics Visistat Google Analytics Planning/Buying Donovan/iDesk MediaBank Medicom Lifeline IPT Bid management Kenshoo BidBuddy eProfessional Efficient Frontier SearchCentre Decide DNA Clickable Alcuni Partner integrati

77 © 2009 Eyeblaster. All rights reserved Open Workflow Channel Connect for Search Channel Connect for Mobile Targeting & Sequencing Billing Connect API Global Campaign Management Agency Exchanges

78 © 2009 Eyeblaster. All rights reserved A Global Solution Hong Kong Singapore K. Lumpur Taipei Bangkok Tokyo Guangzhou Beijing Haidarabad Lahore Athens Rome BucharestMadrid Amsterdam Hamburg Paris Portugal Houston Boston Los Angeles San Francisco Dallas São Paulo Cape Town Mexico City Chicago Sydney Tel Aviv London New York Vanessa Keller Manager Campaign Execution, NY Kamalan Moodley Team Leader Client Service, UK Guy Meiri Software Engineer 2 nd Tier Support, Israel Adrian Lee Team Leader Account Management, Australia

79 © 2009 Eyeblaster. All rights reserved Open Workflow Actionable Analytics Streamlined Ad Serving Advanced Targeting/ Sequencing Global Campaign Management API Channel Connect for Mobile Billing Connect Channel Connect for Search Mass Creation Standard Banner Ad Snap Smart Versioning Excel Trafficking Quick Access Tools Universal Tag Advanced Preview Workshop for Flash 1-Click Reporting Campaign Monitor Excel Plug-in Custom Report Services/Builder Data Feeds Report Generator Rich/Standard Optimisation Una soluzione robusta

80 © 2009 Eyeblaster. All rights reserved

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82 © 2009 Eyeblaster. All rights reserved Aggiornamenti immediati – molto più veloce che nei dynamics ad Permette ai consumatori di mandare feed back e opinioni immediatamente all’advertiser Respond to real-world events by ‘tweeting’ them in relation to your brand / campaign Twitter in-banner

83 © 2009 Eyeblaster. All rights reserved New – Messenger 'Share' Use display ads to seed word-of-mouth and viral popularity Condividi qualsiasi contenuto – video, voucher, games etc Full rich media functionality: –Video –Data Capture –Download / Upload –HD –Widgets –Etc...

84 © 2009 Eyeblaster. All rights reserved Inserisci I RichMedia nella Skin del sito – crea un minisito flash integrato Più engaging e meno intrusive rispetto alle skin normali – win/win! Offri una esperienza completa all’interno dei contenuti del publisher Microsite Skins – innovazione Eyeblaster

85 © 2009 Eyeblaster. All rights reserved Reduces users’ need to do further research on a brand Compatible with any map product (Google Maps, MSN Live Maps, Multimap etc) Combine with data capture for location-specific re-targeting In-Ad Live Maps

86 © 2009 Eyeblaster. All rights reserved La più alta qualità video disponibile nei Richmedia <10MB polite load – estendi la durata & vai full screen in ottima qualità Circa il 70% degli utenti UK ha un’esperienza HD– al resto viene comunque proposto il video migliore in base alla propria connettività HD Video – Esclusiva eyeblaster

87 © 2009 Eyeblaster. All rights reserved Sidekick – Esclusiva Eyeblaster Crea un minisito a fianco di un sito Non intrusivo – è solo su iniziativa dell’utente In media, gli utenti hanno avuto un engagement di oltre 100 secondi

88 © 2009 Eyeblaster. All rights reserved mediamind.eyeblaster.com phone: +39 More Information


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