© 2008 eyeblaster. all rights reserved ad-serving overview gavin smith ● eyeblaster business...

© 2008 Eyeblaster. All rights reserved

Ad-Serving OverviewGavin Smith ● Eyeblaster Business Development ● August '09

eyeblaster 2009


Ad-Serving Introduction

• Ad-serving is the practice of a specialist company taking all your placements, across all publishers, and delivering the campaign centrally

• Agencies get a single point of contact for trafficking, creative testing, campaign delivery and performance data

• Ad-servers deliver a true picture of what has been delivered by each site, and return consolidated reports showing how the campaign has performed

• Use of a 3rd Party Adserver allows the use of Rich Media, giving you many more creative options and far more relevant performance metrics

© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved

3rd Party Adserving offers an independent source of campaign tracking to monitor campaign delivery and performance across all publishers, within consolidated reports.

Publisher C

Publisher C

Publisher B

Publisher B

Publisher D

Publisher D

Publisher A

Publisher A

Publisher E

Publisher E

Eyeblaster

Central Independent Measurement

Agency



Site 1

Site 2

Site 3 etc

Deliver Creative 1

Deliver Creative 2

Deliver Creative 3

etc

Publisher Server1

Publisher Server 2

Publisher Server 3

ImpressionsClicks

Deliver Media plan 2

Campaign Management without EB

Consolidate reports from

each publisher

Deliver Media plan 1

Deliver Media plan 3 etc



Site 1

Site 2

Site 3 etc

ImpressionsClicks

Unique UsersExposure Frequency

Interaction RateVideo MetricsConversions

CostsROI

Campaign Management with EB

Deliver one media plan and one set of

creatives

Generate one set of reports!


SydneySydney

Singapore

Kuala Lumpur

Taipei

Bangkok

Tokyo

Hong Kong

Guangzhou

Beijing

New Delhi

Lahore

Tel AvivTel AvivAthensRome

Bucharest

Barcelona

Madrid

Amsterdam

Hamburg

Paris

Portugal

LondonLondon

New YorkNew York

Houston

Boston

Chicago

Los Angeles

San Francisco

Dallas

São Paulo

Cape Town

Mexico City

Budapest

Global Presence

Vanessa KellerVanessa KellerManagerCampaign Execution, NY Kamalan MoodleyKamalan Moodley

Team LeaderClient Service, UK

Guy Meiri Guy Meiri

Software Engineer 2nd Tier Support, Israel

Adrian LeeAdrian LeeTeam Leader Account Management, Australia



Rich or Standard?

• True or False: if an ad is under 30kb, it is therefore standard...

False!

• A standard ad is any creative with no functionality other than a clickthrough. It can be delivered as Jpeg, Gif or Flash. There is no filesize limit.

• The 30kb boundary is merely a publisher guide to how large an ad can be if it is instantly loading on their page; over 30kb you have to use polite load, which means you might as well use rich media

• Rich media is any ad with any interactivity, again regardless of file size.

• If you have a 10kb banner that turns pink when you mouse over – that’s Rich Media. It responds to user interaction and utilises advanced reporting to measure how many people moused over, how many times they did it, how long for and so forth.


Polite Loading

• Ubiquitous industry technology designed to benefit all parties

• 30kb loads with page, Rich content appears immediately after

• IAB recommended delivery method

• Load speed is a non-issue

Video

Photos

Audio

Flash content


Smart Versioning - Dynamic CMS Ads

In Flash developers can automatically scan existing ads or ads built from scratch to make any element dynamic: text attributes | Images | Video | Sound | Flash | Etc…

Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plugin


Analyse more than just ‘click through’Comprehensive reports allow you to perform in depth campaign studies from different angles. Analyse your target audiences’ interestand compare different publishers performance.

Analytics100+ Metrics including:CTRInteraction RateConversion RateExpansion RateVideo Play Rate



Delivery ReportsDesigned to provide delivery performance data including impressions, clicks, clickthrough rates etc., for all flights and ads in your campaigns. The following individual report is included:

Delivery Summary

Engagement reportsDesigned to provide brand engagement data including ad interactions, user engagement time, expansion rates, video performance etc. The following individual reports are included:

Engagement Summary Expandable Banner Metrics Out-of-banner Metrics Detailed Video Metrics

Conversion Reports Designed to provide post-click and post impression conversion data in your campaigns. The following individual reports are included:

Conversions Summary Activity Comparison

Unique and FrequencyThese reports are designed to provide audience reach data including unique visitors and frequency. The following individual reports are included:

Unique Metrics Summary Performance by Frequency Site Overlap



Real-Time Metrics

• Real-time data refreshes every 15 min

• Sort campaign listing by various parameters

• Timeline displays all live & upcoming campaigns

• Monitor setup status, publisher delivery rate, campaign performance metrics

• Customise the display and setup alerts to suit personal preference


New - Report Builder

Create your own report formats!• Report delivered in flat excel

1/ Locate tool

2/ Select your campaign

3/ Select Metrics

4/ Preview and generate

5/ Use scheduling to have report delivered to your inbox – no need to generate it repeatedly


Multinational Deliverables

GCM• Local campaign management unaffected• Consolidated multinational reports for central

team• 33 offices worldwide• Local language agency & publisher support often

available• Support in the right time zone normally available


Trafficking Services

• Copy your media plan into an eyeblaster template

• Send it over and we’ll do the rest

• No extra cost – inclusive in CPMs


Automatic Optimisation

• If you have multiple ads assigned to a flight, optimise results by serving the top performing ad more often

• eyeblaster automatically manages this process• Select from multiple ROI metrics, to optimise ad rotation based on your

preferred revenue driver


Creative Sequencing

• Ads can be delivered as appropriate to maximise performance, relevancy and / or user experience;

– Sequential– Time-based– Proportional weighting– Even


Eyeblaster Process

MediaAgency

Publisher

CreativeAgency

Supply Trafficking sheetSupply tagging details

Upload assetsCreate adsSend ad IDs

6) Test &approve ads7) Generate TagsServe campaign!

1) Setup campaign2) QA creatives3) Attach creative to placements4) Send IO to Media Planner for approval

5) Approve IO to auto-release Publisher tags



FACT: eyeblaster

is the only fully IAB CertifiedRich Media & Video

Ad-Server


Thank you

© 2008 eyeblaster. all rights reserved ad-serving overview gavin smith ● eyeblaster business...

Documents