© 2008 eyeblaster. all rights reserved how to make a good impression presented by: ross mcnab●...

© 2008 Eyeblaster. All rights reserved

How To Make A Good ImpressionPresented by:

Ross McNab● Sales Director, APAC● 7th October 2008

2008

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

what are the

biggest barriers to online

investment?


insufficient metrics52%click

the


The End of the Click?

0.5%CTR 2005

0.3%CTR 2006

Below 0.2%CTR 2007


6%online population

50%of all display ad clicks


What’s driving a decrease in Clicks?

1. Increase in broadband penetration

2. Publisher shifts in objectives and measurement

3. Shift in creative strategy

All lead to a Decrease in Click Rate


Pull Strategy – Traffic Drivers

Advertisers website

Average CTR 0.2%

Source: CTR – IAB Australia Average 2007

The “wrong” approach:

“What new format or feature can you recommend that will get me the best click-thru rates?”


Push Strategy – Smart Ads

Average Interaction rate 7%

Advertisers website

Source: Eyeblaster Benchmarks Australia 2007 Average


2002 Eyeblaster launches the Floating Ad in APAC

How did it all start?


Goodbye intrusive, Hello user initiated

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

H2 '05 H1 '06 H2 '06 H1 '07 H2 '07

Standard Banner

Polite Banner

Floating Ad

Expandable Banner

Other

Intrusive Advertising

User Initiated


Polite :: Dynamic Data :: Expandable :: Synchronised

Pushing content to the viewer

http://www.grupow.com/w_k/banner/alpha/alpha_hawaii.html


Re-purposed -> Custom -> Mini-site depth - > High Def

Using video to achieve impact


Big ticket executions


Widget ads

What’s next?

http://demo.eyeblaster.com/AKQA/NIKE/widgetdemo/NIKEFOOTBALL_Widget_demo.html


Mashup AdsAny content from the web into your ads

http://origin.demo.eyeblaster.com/Lufthansa_demo/


User interactions determine which ad is shown next in sequence

Encourage user through the decision making cycle

Unlimited creative ‘paths’ help improve conversion rates

Targeting creative during campaign

1st imp

2nd imp

3rd

imp

Behavioral Sequencing


A case study from EU Tobacco

Behavioral Sequencing

http://demo.eyeblaster.com/Europe/Dean/Examples/EU_Tobacco/index.htm


Success is more than the clickEngagement • Brand Impact

Interaction• Interaction Rate• Interaction Duration• Video Duration

Conversion• Impact on conversion rates

Combined impact of Display and Search• Bridging the silos


Source: Dynamic Logic MarketNorms Q4 2006

5.15.9

15.4

30.4

37.5

83.7

18.423.6

60.0

4.6 5.6

14.8

4.5 5.1

12.8

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

Standard BannersRich Media

Rich/Video

% Lift

Aided Brand

Awareness

Online Ad Awareness

Message Associatio

n

Brand Favorabilit

y

Purchase Intent

Add video for enhanced results < back

Rich Media builds brand


Rich media ads convert better

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


The associated 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 conversion happens due to the rich media path

Conversion


Drive Traffic

3.3

6.5

23.4

Display Search Search & Display

Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions)

7x Display Only;3x Search Only

Lift in Site Visits


Lift Site Engagement

Sources: Yahoo!/Comscore Research Online, Buy Offline study, 2007; Yahoo!/Comscore Close the Loop study, 2006

Display only Search only Search & Display

3%

49%

66%

Time Spent on Site


37%

46%

68%

Pages Viewed


More Sales

Lift in spend per purchaser in-store

11%

26%

83%

Sources: Yahoo!/Comscore Research Online, Buy Offline study, 2007; Yahoo!/Comscore Close the Loop study, 2006

Lift in online purchases Lift in offline purchases

50%

9%

210%

42%

244%

89%

Increase in Sales Increases in average order size



Increase Brand Performance

Campaign 1 Campaign 2 Campaign 3 Campaign 4 Campaign 5

100 100 100 100 100

2,374

1,166

2,058

756

1,153

Not exposed Exposed

Ind

exed

Sea

rch

Vo

lum

e

Source: My Travel case study – UK, December 2007

Increase in brand term searches when exposed to branded display campaign


Bridging The Silos

X

Y


SearchDisplay


Bridging The Silos


z


A Bridge between the Silos

One Tracking system One Reporting systemBetter Decision making

Ease of use


</display_tag></search_tag>

</EB conversion _tag>

When Search and Display are tracked separatelyWhen Search and Display are tracked together

One Tracking System

Cross-channel exposure

display

search

One purchase

Accurate Conversion Data (de-duplication)


One Reporting System

Served Impressions

CTR Other Channel Impact Rate

ROI ROAS ($) Total Conversions

Click to Conversion Rate

Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

4,293

2,113

798

236

1,079

750

1,242

2,180

188Yahoo! UK

AOL Japan

MSN MX

Mind the Gap Int.

Turner / CNN

Fox News.com

MSN \ MSNBC

Display

Mind the Gap US

Campaign Type Campaign Publisher/SE Total Clicks

Search 7,132

Eyeblaster SE - Google 4,246

Google 4,246

Eyeblaster SE - Yahoo 2,886

Yahoo 2,886

Totals 11,425

Cross-Channel Overview

CTR ROI ROAS ($) Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Display

Campaign Type

Search

Totals

Search & Display —All in One Place

CTR Other Channel Impact Rate

ROI ROAS ($) Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Explore the Touch-Pointsbetween Channels

CTR ROI ROAS ($) Total Conversions

Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Consolidate Your Search & Display Data


AOL Japan CNN Money - Turner

Fox News.com

Google MSN MX MSNBC Yahoo Yahoo! UK - Internal

Marketing

-20.00%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

61.57%

91.80%

54.70%

16.91%

65.09%67.59%

24.78%

31.37%

13.29%

1.69%

21.91%

29.33%

-13.36%

2.35%

36.24%

27.45%

ROI - Entire Path vs. Last Ad

ROI (Entire Path)

ROI (Last Ad)

Better Decision MakingInsight into Publisher Contribution

$300

100%

100%

100%

20%

50%

33.33%

33.33%

$170

Conversion Analysis by Publisher (Entire Path) Total Clicks Average Position in

PathROI (*Entire Path) ROAS (*Entire Path) Total Occurrences Total Conversions

(*Entire Path)Click to Conversion Rate

1,242 1.17 61.57% 1.62 234 86 6.92%

1,079 1.24 91.80% 1.92 502 194 17.98%

236 1.21 54.70% 1.55 268 72 30.51%

4,246 1.32 16.91% 1.17 656 427 10.06%

750 1.42 65.09% 1.65 746 252 33.60%

798 1.36 67.59% 1.68 303 146 18.30%

2,886 1.26 24.78% 1.25 699 195 6.76%

188 1.27 31.37% 1.31 195 9 4.79%

11,425 1.27 28.19% 1.28 3,603 1,381 12.09%Totals 786,937 1.45%

1.55%Yahoo! UK - Internal Marketing

12,100

Yahoo 99,913 2.89%

1.17%MSNBC 67,931

MSN MX 168,906 0.44%

2.84%Google 149,501

Fox News.com 50,714 0.47%

CNN Money - Turner 147,570 0.73%

Publisher

AOL Japan 90,302 1.38%

Served impression CTR

Conversion Analysis by Publisher (Last Ad)Total Clicks ROI (*Last Ad) ROAS ($) (*Last Ad) Total Conversions

(*Last Ad)Click to Conversion Rate

1,242 13.29% 1.13 48 3.86%

1,079 1.69% 1.02 45 4.17%

236 21.91% 1.22 22 9.32%

4,246 29.33% 1.29 588 13.85%

750 -13.36% 0.87 24 3.20%

798 2.35% 1.02 14 1.75%

2,886 36.24% 1.36 628 21.76%

188 27.45% 1.27 12 6.38%

11,425 28.19% 1.28 1,381 12.09%Totals 786,937 1.45%

Yahoo! UK - Internal Marketing

12,100 1.55%

Yahoo 99,913 2.89%

MSNBC 67,931 1.17%

MSN MX 168,906 0.44%

Google 149,501 2.84%

Fox News.com 50,714 0.47%

CNN Money - Turner 147,570 0.73%

CTR

AOL Japan 90,302 1.38%

Publisher Served impression

Conversion RevenueAD 1

(Last Viewed) AD 2 AD3 AD4 AD5

Conversion 1 100 Google CNN Weather.com YouTubeYahoo Search

Conversion 2 100 Google CNN

Conversion 3 100 Google CNN Google

Conversion 4 100 Weather.com YouTube CNNYahoo Search

Conversion 5 100 Yahoo Search Weather.com Google

33.33%

Identify which Publisher provides the greatest impact


Better Decision MakingProve Cross-Channel Strategies

Ad 4 Total Clicks CTR Percentage of Total Paths

Total Conversions

Total Revenue ($) Percentage of Total Revenue

Average time to Convert (Days)

Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Search

Search

Display

Display

Display

Search

Search Search 8,553

Search Only 75,244

80,357

Display 23,537Display

Display Search Search 23,983

Both 6,554

Exposure Group Ad1 (First Viewed)

Ad 2 Ad 3 Ad 5 Served Impressions

10,589

Display

Display Only

Search

Search

Display

Display

Search

Display

Search

Display

Display

Search

Display

Search

Search

Search

Display

Display

Search

Display

Search

Display

Display

Display

Search

Search

Display

Display

Display

Display

Display Display

Display

Display

Search 9,867

Search Search Search 33,452

Search Search Search 9,943

Search Search Search Search 13,429

20,468

19,203

16,862

7,974

12,781

8,994

11,682

29,236

28,656

21,226

7,691

Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Search Only

Display

Display

Both


Display Only

Display

Display

Search

Display

Search

Display

Display

Display

Search

Search

Display

Display

Search

Search

Search

Search

Determine Cross-Channel SynergiesUnderstand user behavior through the most common paths


Total Conversions

Total Revenue ($) Percentage of Total Revenue

Average time to Convert (Days)

Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Both Display Only Search Only0

500

1000

1500

2000

25002,129

466 476

Cross Channel Conversions Synergy

Total Conversions


Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Search

Search

Display

Display

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Search Search

Search Only

Display Display

Display Search Search

Both


Ad 2 Ad 3 Ad 5

Display

Display Only

Search

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Display

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Display

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Display

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Display Display

Display

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Search

Search Search Search

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Search Search Search Search


Ease of Use

Dart Search

Atlas Search

Freedom of ChoiceForced to use one SEM tool

Eyeblaster Search


Challenging perceptions• Deliver content to the viewer without leaving the publisher’s site

• Adopt more interactive functionality with video • Don’t trust click-thru as a way of justifying campaign success

• Find metrics to measure campaign success - Branding to Interaction

• Consider cross channel impact of Display and Search activity

Justify a campaign with 0% click rate


Creative Zone

http://creativezone.eyeblaster.com

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