© 2010 mediamind technologies inc. | all rights reserved rules to boost effective rich media keith...
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© 2010 MediaMind Technologies Inc. | All rights reserved
rules to boost effective rich media
Keith Aylmore | Creative Sales Engineer
March 2011
The Art of Rich
© 2010 MediaMind Technologies Inc. | All rights reserved
1H 2010 revenue by geography
MediaMind Global team
35 offices covering 55 countries
Sydney
Tel Aviv
London
New YorkEMEA 52%North
America29%
APAC15%
Latin America 4%
© 2010 MediaMind Technologies Inc. | All rights reserved
▸ rule #1: content & format harmony
▸ rule #2: grab attention
▸ rule #3: a targeted message
▸ rule #4: make them dwell
Agenda
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#1content & format harmony
© 2010 MediaMind Technologies Inc. | All rights reserved
Support for your creativity
bespoke templates
on-site training24hr support
certification
Dedicated Global Support
dedicated support contact strategic advice
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved
1. MediaMind case studies: Ad formats and features, what really works
2. MediaMind research: Studies on trends and best practice
3. Creative best practice: format and build advice 1-2-1
4. MediaMind tools: NEW Planning and buying tool
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Cannes – Gold CyberLionOne Show Awards 2008 – GoldCreative Review Annual – Best of 2008
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#2grab a users attention
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Four easy ways to grab users attentionCreative Engagement points 3D Menus
Sync Banner placements Mousetracker
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Making production easier with ‘Blocks’
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© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind Blocks | Easy Access
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MediaMind Blocks
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#3create a targeted message
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Dylan
PortaeCillian
Four Characters …
Mollie
Creative Zone Demo
Personalised pleas to parents to quit ..
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..Five phases of message ..
..unless ..
Creative Zone Demo
Placement Specific Versions....
1234• Generic • News• Hotmail • Gossip • Sport
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© 2010 MediaMind Technologies Inc. | All rights reserved
Creative Zone Demo
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Smart V Time Geo targeting
Behavioural & Data Capture Google Map API Contextual Ads
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Smart Versioning – Dynamic Content
Smart Text 1
Smart Text 2
Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plug-in
• Text Attributes• Images• Video• Sound• Flash• Variables
In Flash developers can automatically scan existing ads or ads built from scratch to make any element dynamic in rich and standard Ads:
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Smart Versioning Pro
▸ To site visits
▸ To ad engagement
▸ To ad exposure
Re-targeting
▸ By click/conversion
▸ By engagement
▸ By geo-location
▸ By demographics
▸ By publisher keyword
Optimisation
▸ To geo-location
▸ To publisher keyword
▸ To demographics
Targeting
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#4keep users engaged
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Formats – Video Extender
Extender
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Formats - Sidekick
2 minutesdwell time70%fully played video rate
© 2010 MediaMind Technologies Inc. | All rights reserved
Features - 3D
2 min
“Amazing execution. Clear calls to action and love the 3D effects. Have not seen
an ad unit like this before. Hats off Eyeblaster and kudos to Goodby,. Is there anything you can not do?”
Digital Design Professional
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Content – Simplicity ‘Push the button’
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No Video Video0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
No Video Video0
10
20
30
40
50
60
70
Content – Impact of Video
Performance of Rich Media with and without Video
Source: Mediamind Research. Data: Q4 2008 to Q3 2009, Worldwide.
Dwell Time Dwell Rate
Adding video to Rich Media doubles Dwell Time, and increases Dwell Rate by 25%.
X2 +25%
© 2010 MediaMind Technologies Inc. | All rights reserved
Content – HD, Interactive video & games
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Case Study: Pepsi
14%
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The impact of Dwell
High Dwell increases site traffic by +69%
© 2010 Eyeblaster. All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
The Impact of Dwell
Higher Dwell Rate is linked to higher Conversion Rate
Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009. Worldwide
Dwell Rate
Conversions Rate
© 2010 MediaMind Technologies Inc. | All rights reserved
Adapting the process
Viewing the ad
Clicking on the advert
Arrival at the web page
Start exploring
TrailerView
On-site view throughRegular banner flow (Rich or Standard)
eMail Social Sites
tear-and-
sharesee contentinteract
forw
ard-to
-
friend
buzzcreates
© 2010 MediaMind Technologies Inc. | All rights reserved
• Most successful ad placement
• IM banner achieves best performance
• Physically share content
• Virally seed banner to Buddy List through Windows Live
• Track everything!
• Eyeblaster Analytics can track every singe interaction and follow seed.
Windows Live Sharing
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