planning your rich media campaign. campaign life cycle campaign brief planning media plan is...

Planning your rich media campaign

Campaign Life cycle

CAMPAIGN BRIEF

PLANNING

MEDIA PLAN IS READY

CAMAPIGN is LIVE

POST CAMAPAIGN

• Establish metric related goals

• Creative considerations

• Historical data

• What to track? what to analyze?

• Define thresholds and monitor

• Analyze• Quality of reach• Site overlap• Reach and frequency• ROI• Users behaviour• Cross channel

• Take the leanings and make your next campaign even better!!

Campaign’s Brief: Establish metric related goals

Campaign’s Brief: Identify metrics goals

4

What metrics to use to evaluate your campaign?

What is the purpose of your campaign:

Take users to a website? CTR

Keep users engaged? Engagement metricso Many interaction: Interaction rate, interaction duration

o Expandable: expansion rate, expansion duration

o Video: Video started, video duration

Make sure creative knows your metric goal!!

(CTR) Click-Through Rate

Interaction Duration

Interaction Rate

Video Duration

Video Start Rate

Full Screen Started

Video Played Rate

(25%, 50%, 75%, 100%)

Video Pause/ Replay/ Mute Rate


Total clicks / impressions

shows how many people went from the

ad to a predefined site

The average number of second the mouse was

moving on the ad

Number of positive user initiated interactions /

impressions (Could be more

than 100%)

Average number of seconds the video played

The number of times the video started /

impressions

Count once per video

From all Videos that were started which

percentage reached the 25%, 50%, etc mark

The number of videos that were viewed in full

screen

Number of times the pause/ replay/ mute

button were pressed

/ impressions


InteractionDuration

InteractionRate

Video Duration

Video Start Rate

Full Screen Started

Video

Played Rate(25%, 50%, 75%, 100%)

Definitions



It’s Easy To Inflate The Interaction RateConsumer Packaged Goods Example

Source: Eyeblaster Internal Data

422% inflate

+ Negative Interactions

38%

12%

Interaction Rate

61%

+ Auto Interactions

Measurement InflationEyeblaster gives you

the precise and clear picture

VS.

Ad #1 Ad #2

Which Ad is Better?

Interaction rate: 120%

Source: Eyeblaster Internal Data, 1/07

Interaction rate: 3%

Two Successful Ads, Two Different PurposesYou need to understand the purpose of the ad and see the

entire picture to be able to evaluate performance

You Need to See the Big Picture to Evaluate Effectively

Click-thru rate: 3.17% Click-thru rate: 0.43%

# of interactions in the ad: 20 # of interactions in the ad: 1

Looking for the Right MeasurementWhich measurement would you use to evaluate each ad?

First you must understand the purpose of the ad, and than you can choose the right measurements

Ad #1 Ad #2





moving on the ad



than 100%)



impressions





screen


button were pressed

/ impressions


InteractionDuration

InteractionRate

Video Duration

Video Start Rate

Full Screen Started

Video

Played Rate(25%, 50%, 75%, 100%)

Important measurements for video adsDefinitions


Video Started RateWhich Ad Would Get A Higher ‘Video Started’ Rate? (video started/ impressions)

Ad #1 Ad #2

Location of the video and delay in getting to the video will influence the ‘started rate’





moving on the ad



than 100%)



impressions





screen


button were pressed

/ impressions


InteractionDuration

InteractionRate

Video Duration

Video Start Rate

Full Screen Started

Video

Played Rate(25%, 50%, 75%, 100%)



User initiated video have less people watching,

Average Video

Duration(sec)

Average Interaction Duration

(sec)

Auto initiated 35.25 3.31

User initiated 40.44 3.35

but for a longer time

Video Played RatesWhich Video Would Get A Higher ‘50% Video Played Rate’?

Ad #1 Ad #2

The video play progression rate is influenced by the length of the ad and how the video closes

How far do viewers go?

91%84%

81%76%

67%

55%

43%36%

63%

43%

28%

9%

54% 44%

31% 31%

82%74%

70%65%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

25% video played

50% video played

75% video played

100% video played

Entertainmnet

Auto

Gaming

Financial

Total





moving on the ad



than 100%)



impressions





screen


button were pressed

/ impressions


InteractionDuration

InteractionRate

Video Duration

Video Start Rate

Full Screen Started

Video

Played Rate(25%, 50%, 75%, 100%)



Make expandable work for you

Expansion Rate

Expansion Duration

Make it clear an expansion is anticipated, make it easy to expand and keep the user busy in the panel

Expandable ads are the best format for ‘site-in-ad’

Two main challenges with expandable ads:

Getting the user to expand

Getting the users to stay

19

Media is bought based on demographic information, based on

statistical samples (for example Nielson’s tools)

Now you can analyze the actual overlap of your specific campaign

Campaign is Live: Analyze site overlap

AB

C

Total Unique impressions

Exclusive Unique Impressions

Overlap with one additional publisher

Overlap with two additional publisher

20

Campaign is Live: ROI

In order to track ROI of campaign, don’t forget to fill-in these details during the campaign setup:

Investment: Paying Method (CPM, CPC, CPA, Fixed costs, Bonus) Cost Per Unit

Return: If post-click sales tags exist for this campaign, actual revenue

will be calculated If counter post-click activity tags exist for this campaign, make

sure to assign a value to the activity If the ROI metric is clicks or interactions, make sure to assign

your value to these interactions

21

Campaign is Live: Users’ behavior

Learn how did your user behavior, what did they like?

Did they interact more than expand or viewed the video?

Which asset/panel/custom interaction was the most popular and why?

Use conversion tags to understand how your users’ behave, what is the

sequence of ads that is most effective, what type of ads do they like, etc.

22

Basic steps is analyzing reach:

1.2M impressions reached 1M people

Now with the new and unique Eyeblaster metrics we can ascertain the

quality of reach:

How many people interacted with the ad

How many people expanded panels

How many people viewed videos

How many people clicked on the ad Viewers

Expandors

Interactors

Take the next step in the analysisGo beyond reach

23

Check your media buy:

Compare costs across publishers

Compare performance across publishers

Find out which publisher got you the most exclusive reach

Understand optimal frequency – do you want overlap or not

Next campaign – make sure to copy successful aspects and take out

things that didn’t work

Post Campaign - Take the leanings and make your next campaign even better!!

Thank You

planning your rich media campaign. campaign life cycle campaign brief planning media plan is...

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