why the world stopped clicking
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WHYthe world stopped clicking…
The rise of interaction metrics and the importance of pre-click activity
Dean Donaldson
2nd November 2006
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www.eyeblaster.com [index]
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
TIMELINE OF RICH MEDIA ADVERTSING
Rise of the ‘Smart Ads’
Behavioural & Sequential ads
Broadband Penetration
% of ads using video
In-game video ads
Mobile & IPTV
Eyeblasterlaunches the‘Floating Ad’
Video now standard across all formats
‘Pre-Roll’ ads before online video content
First 2MB Video Ad
Cross Channel Advertising
Floating ads achieve over 5% CTR
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www.eyeblaster.com [index]
OVERALL: FORMAT COMPOSITION
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
H1 '04 H2 '04 H1 '05 H2 '05 H1 '06
Standard Banner
Polite Banner
Floating Ad
Expandable Banner
Other
Intrusive Advertising
User Initiated
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www.eyeblaster.com [index]
CTR: OVERALL vs VIDEO ADS
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
H1 '04 H2 '04 H1 '05 H2 '05 H1 '06
CTR
CTR (video)
Dropped from 5% to less than 1% in 5 years
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www.eyeblaster.com [index]
REASONS FOR CHANGE
Change of user habits– More habitualised in the way they consume and engage with content – More resilient to be enticed to leave their comfort zones by clicking away– The threat of spyware and viruses and the trend towards pop-up blockers
Novelty value– Over use of intrusive advertising created saturation– Slow down on new formats as publishers standardise all inventory– Increased regulation of frequency capping and close buttons
Personalised experience– Users now more likely to choose how to receive relevant content– More inclined to be entertained in their chosen environment
The online audience has matured
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www.eyeblaster.com [index]
MEDIA FIRSTSstandard industry question
“What new format or latest trick can you recommend that will get me the best click-thru rates?”
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www.eyeblaster.com [index]
FROM PULL – “Traffic Drivers”
WEBSITE
YAHOO! MSN
AOL ORANGE
Trying to pull the users to your website
– Average CTR is below 0.3%– Clicks are not pre-qualified
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www.eyeblaster.com [index]
TO PUSH – “Smart Ads”
YAHOO! MSN
AOL ORANGE
WEBSITE
Pushing content to the user, exactly where they are
– Average dwell time is
about one minute
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www.eyeblaster.com [index]
BRAND RESPONSE ADVERTISING
Negates need for user to leave the publisher site
Provides greater real-estate and file size for interactivity
Publishers benefit from co-branding opportunities
Provides a fully measurable, immersive brand experience
More interactions means better ROI analysis
Can be fully integrated with client’s site back-end
Delivers content direct to the user where they are
Offers choice to the 90%+ users who don’t click-thru
Results prove interaction overrides typical ad timeout
… Enhanced Experience
For Users For Clients For Publishers
… Meaningful Metrics … Permanent Presence
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www.eyeblaster.com [index]
Engagement– Post Impression Activity (Sub-Conscious Acknowledgement)
Impression– No Awareness (No Conscious Acknowledgment)
Click-Thru– Post-Click Activity (Conscious Acknowledgement)
Interaction– Pre-Click Activity / Post-Interaction (Active Involvement)
RESPONSE: SHADES OF GREY
Call to Action– Required Response (Conscious Decision)– Information Request / Data Capture / Physical Purchase
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www.eyeblaster.com [index]
PRE-CLICK INTERACTIVITY TRACKING
BEST PRACTICE: Track all elements in an ad
Get a full view of your campaign success
Test Drive
Brochure Request
More Information
Main Click
Rotate
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www.eyeblaster.com [index]
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www.eyeblaster.com [index]
JUSTIFY YOUR CAMPAIGN SUCCESS
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www.eyeblaster.com [index]
MUD SLINGING
A. Don’t own a Honda but have seen the TV ads
C. Recently downloaded a Honda brochure
B. Already own a Honda and actively looking to replace
D. Has just had a test drive…
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www.eyeblaster.com [index]
PLAN YOUR NEXT MOVE
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www.eyeblaster.com [index]
KEY FACT: Data Capture regularly achieves higher uptake on Mail Portals
11% of initial respondents went on to give further details in subsequent screens
1% started process – same as clicked thru
Higher rates could have been achieved if the data request fields were higher
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www.eyeblaster.com [index]
CHALLENGING PERCEPTIONS
Deliver content to the user without the need to leave the publisher’s site Work with publisher’s in-page units to draw user’s eye from content to ad Adopt more interactive functionality e.g. behavioural to complement video Push the brand experience and expect shortened conversion cycles Don’t trust click-thru as a way of justifying campaign success Find metrics to measure campaign success from Branding to Response
Be prepared to justify a 0% CTR!
The changing face of online advertising
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THANK YOUyour time is appreciated