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WHY

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.

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WHY

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  1. WHY the world stopped clicking… The rise of interaction metrics and the importance of pre-click activity

  2. 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 Mobile & IPTV Video now standard across all formats First 2MB Video Ad Eyeblasterlaunches the‘Floating Ad’ Cross Channel Advertising Behavioural & Sequential ads Rise of the ‘Smart Ads’

  3. Overall: Format Composition Intrusive formats in decline while user initiated levelling off Standard ad Polite ad Intrusive Advertising Expandable ad Other User Initiated

  4. CTR: Overall vs. Video Ads The CTR dropped from 5% to less than 1% in 5 years

  5. Reasons for Change The online audience has matured • Change in user habits • Publisher shifts in objectives and measurement • Personalised experience

  6. From Pull – “Traffic Drivers” Trying to attract the users to website • Most online advertising use banners to point at a destination website Advertiser Contents Advertiser site

  7. To Push – “Smart Ads” Delivering content to the users, exactly where they are • Eyeblaster brings the website into the banner • Increase brand experience without making a user leave the publisher site Advertiser contents Advertiser site

  8. Enhancing User Experience Ways to increase user engagement • Purpose shot video • Behaviour targeting • Engage with game • Dynamic data • 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! • Live poll • New channels

  9. Interaction • Pre-Click Activity / Post-Interaction (Active Involvement) Response: Shades of Grey Measuring the true response • 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

  10. Pre-click Interactivity Tracking Get a full view of your campaign success • BEST PRACTICE: Track all elements in an ad Test Drive Brochure Request More Information Main Click Rotate

  11. Track everything

  12. Measuring the success – more than the click Key metrics measuring engagement • Interaction Rate • Interaction Duration • Ad Duration • Video Duration • Video play rate

  13. Challenging Perceptions The changing face of online advertising • 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!

  14. THANK YOU www.eyeblaster.cominfo@eyeblaster.com

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