why
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WHY. the world stopped clicking…. The rise of interaction metrics and the importance of pre-click activity. Timeline of Rich Media Advertising. As broadband grows, video grows. In-game video ads. Broadband Penetration. ‘Pre-Roll’ ads before online video content. % of ads using video. - PowerPoint PPT PresentationTRANSCRIPT
www.eyeblaster.com [index]
WHYthe world stopped clicking…
The rise of interaction metrics and the importance of pre-click activity
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 Advertising
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
As broadband grows, video grows.
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
H2 '04 H1 '05 H2 '05 H1 '06 H2 '06
Standard Banner
Polite Banner
Floating Ad
Expandable Banner
Other
Overall: Format Composition
Intrusive Advertising
User Initiated
Standard ad
Polite ad
Expandable ad
Other
Intrusive formats in decline while user initiated levelling off
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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 H2 '06 H1 '07
CTR
CTR (video)
CTR: Overall vs. Video Ads
The CTR dropped from 5% to less than 1% in 5 years
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Reasons for Change
Change in user habits
Publisher shifts in objectives and measurement
Personalised experience
The online audience has matured
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From Pull – “Traffic Drivers”
Most online advertising use banners to point at a destination website
Trying to attract the users to website
AdvertiserContents
Advertiser site
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To Push – “Smart Ads”
Eyeblaster brings the website into the banner Increase brand experience without making a user leave the publisher site
Delivering content to the users, exactly where they are
Advertiser contents
Advertiser site
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Enhancing User Experience
Deliver content to the user where they are – attract, tease, engage
Offer choice to the 90%+ users who don’t click-thru
Results prove interaction overrides typical ad timeout – over 1 minute!
Dynamic data
Behaviour targeting
Live poll
Purpose shot video
Engage with game
New channels
Ways to increase user engagement
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Engagement
Post Impression Activity (Sub-Conscious Acknowledgement)
Impression
No Awareness (No Conscious Acknowledgment)
Click-Thru
Post-Click Activity (Conscious Acknowledgement)
Call to Action
Required Response (Conscious Decision)
Information Request / Data Capture / Physical Purchase
?
Response: Shades of GreyMeasuring the true response
Interaction
Pre-Click Activity / Post-Interaction (Active Involvement)
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Pre-click Interactivity Tracking
BEST PRACTICE: Track all elements in an ad
Test Drive
Brochure Request
More Information
Main Click
Rotate
Get a full view of your campaign success
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Track everything
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Measuring the success – more than the click
Interaction Rate
Interaction Duration
Ad Duration
Video Duration
Video play rate
Key metrics measuring engagement
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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
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
