russell barry, eyeblaster, mediacom engage 19/05/10

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© 2008 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved the blurring lines of media refocusing media in the fast lane Russell Barry Global Business Development Manager October 2009

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Russell Barry is Senior Sales Manager at EyeBlaster. This presentation was made to 50 Scottish Government Framework clients and roster agencies at MediaCom Engage in Edinburgh on the 19th May 2010, exploring opportunities for public sector organisations offered by Eyeblaster.

TRANSCRIPT

  • 1. refocusing
    the blurring lines of media
    media in the fast lane
    Russell Barry
    Global Business Development Manager
    October 2009

2. TV
Radio
Print
Media 60 years ago
3. Radio
Print
Broadcast
and Cable TV
Media 30 years ago
4. Digital: banners and text
Radio
Print
Media 10 years ago
Broadcast
and Cable TV
5. Media Today (2009)
Internet
StandardDisplay
Rich Media
Classifieds
Search
Outdoor
Newspapers
Magazines
Broadcast
and Cable TV
Cinema
Radio
Source: Zenith Optimedia (Via AdAge.com)
6. Media Tomorrow (2012+)
Rich Media
InStream
Video Advertising
Ad-funded apps
Social Networking
Standard Display
Micro-sites
Ad-funded OS
Widgets
Classifieds
Mash-Ups
Text Links
Search
Newspapers
Mobile
Portable Media Ads
User Generated
Digital Outdoor
PodCasting
Outdoor
In-Game Ads
Electronic Ink (e-ink)
Blogging
Pre-Roll
IPTV
Interactive Video
Magazines
5 second spot
Cinema
Digital Product Placement
Radio
Broadcast
and Cable TV
7. by 2010
traditional TV advertising will be
one third
as effective as it was
in 1990
Source: 2006 McKinsey & Co
2008 Eyeblaster. All rights reserved
8. 2015
NO CD or DVD
9. Todays media is
interactive
10. immediate
11. simultaneous!
12. fragmented
13. Concentric Conversations
10%
14. The Online Neighbourhood
Newsagent
Pub
Bank
Post-Office
Shops
Entertainment
News feeds, Sports Pages
Forums & Social Networks
Financials & PayPal
Email & Instant Messenger
Amazon & eBay
iTunes, Spotify, & YouTube
2008 Eyeblaster. All rights reserved
15. Communication
Information
Entertainment
Surfing
Transactions
Creation
User activities online
35%
18%
18%
9%
9%
4%
Base: MSN European Data
16. TV Tweet Explosion
3000%
50M
24/7/140
17. Personal Web
20%
18. Next Wave of Communication
A "wave" is equal parts conversation and document, where people can communicate and work together with richly formatted text, photos, videos, maps, and more
19. 20. beyond the
browser
21. 22. 23. personally relevantads
inserted dynamically into any content
on any device
anywhere in the world
2008 Eyeblaster. All rights reserved
24. 25. Better Lived Together
tracking offline to
online mobile
26. QR Smartcodes

  • Almost every Japanese phone ships with a built-in barcode reader that can decode both QR Codes & standard barcodes you find on retail items.

quick
response
27. demystify
the metrics
28. Quantity
the
click
29. Quality
time
30. making
sense
31. Confucius
Tell me, and I will forget.
Show me, and I may remember.
Involve me, and I will understand.
(551-479 BCE)
new media
old proverb
32. New Research
By Eyeblaster, Microsoft Advertising and comScore
Dwell affects
Branding
2009 Eyeblaster. All rights reserved
33. Brand Related Search
X3
High Dwell increases brand related search
2010 Eyeblaster. All rights reserved
34. Site Traffic
High Dwell increases site traffic by
+69%
2010 Eyeblaster. All rights reserved
35. The value of Video

  • gif/jpg

36. Rich Media 37. Video% Lift
2x
Aided Brand Awareness
Online Ad Awareness
Message Association
Sponsorship Association
Brand Favorability
Purchase Intent
Source: Dynamic Logic MarketNorms Q1 2005
38. Day of the week
1min
On average, weekday Dwell Time is 10 seconds longer than weekends*
* Weekdays (Mon Fri): 62 Sec. Weekends: (Sat Sun): 52 Sec.
39. Hewlett Packard: 2008
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
2min
40. 35%
communicate
InstantMessenger
eMail
41. ?
what happens when consumers
talk back
42. grass roots infiltration
word-of-mouth
is the most powerful form of
advertising
43. Advertiser
Consumer
The Trialogue
Consumer
44. 45. B2B2C
46. Four Characters
47. Four Characters
Personalised pleas to parents to quit ..
Dylan
Mollie
Portae
Cillian
48. ..Five phases of message ..
Placement Specific Versions..
..
1
2
3
4

  • Generic

49. News 50. Hotmail 51. Gossip 52. Sport..unless ..
53. 54. 55. EU Tobacco (Multi) Behavioural

  • 93% of interactors saw second sequencedadvert

56. Those who saw second advert were positively inclined towards clickthrough