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