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Case Study and Understanding Reporting

Case Study and Understanding Reporting. Case Study Eyeblaster Marketing Mid Campaigns Analysis (US and UK) October 2007. Campaign Objectives Branding Eyeblaster and ACM product Leads generator for Eyeblaster’s sales.

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Case Study and Understanding Reporting

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  1. Case Study and Understanding Reporting

  2. Case Study Eyeblaster Marketing Mid Campaigns Analysis (US and UK) October 2007 • Campaign Objectives • Branding Eyeblaster and ACM product • Leads generator for Eyeblaster’s sales

  3. Case Study Eyeblaster Marketing Mid Campaigns Analysis (US and UK) October 2007 • Unique campaign structure: • User experience resembled a game • Long duration of ads • High number of custom interaction (~30) • How do we measure success? • User initiated expansion rate • Interaction rate

  4. User experience flow and analysis # of correct answers # of completed participants # of “video started” # of “play” button Total Expansions Unique Viewers Impressions Video start rate (0.19% US and 4.71% UK) is low in comparison with the benchmark

  5. Eyeblaster Analytics Solve your reporting puzzle Excel™ plug-in Campaign Monitor Detailed Reports EyeblasterAnalytics

  6. Eyeblaster Analytics New reporting overview ANALYZE MONITOR INSIGHTS Campaign Monitor • Overview of campaigns with Dashboard Detailed reports • Detailed reports on each campaign Excel™ plug-in tool • In-depth look at results in format you need

  7. Advanced MetricsUnique Viewers & Engagement Indicators • Unique Viewer Metrics – market to people, not eyeballs • Impressions • Clicks • Interactions • Panel expansion • Video playback • Video playback • Including multiple assets per ad • Panel Expansion • At panel level allowing for easy comparison across different ads

  8. Advanced MetricsUnique Viewers & Engagement Indicators • Publisher Unique Overlap • Measure the number of exclusive unique users each publisher contributes to campaign • Format performance comparison • See which format is performing the best… expandos, polites, standard banners, all the way to measuring ROI • Interaction • At interaction level allowing for easy comparison across different ads

  9. Advanced MetricsUnique Viewers & Engagement Indicators • Performance by frequency – plan & optimize capping • Impressions • Clicks • Interactions • Expansions • Durations Better plan your frequency capping based not only on unique users, but on several performance measurements

  10. Case Study Performance AnalysisMid Campaigns Analysis (US and UK) October 2007 • High expansion rate for both campaigns 24%) benchmark (15%) • Attracted users attention from 757,788 imps 24% ‘joined the ride’ 89% of the impressions were expandable banners. This format produced 64% expansion rate in UK and 21% expansion rate in US.

  11. Case Study Performance AnalysisMid Campaigns Analysis (US and UK) October 2007 The best performing format was expandable banner 728x90. Producing the highest expansion and interaction rate. Which follows the entertainment vertical trends in EB 2006 benchmark

  12. Case Study Performance AnalysisPublisher Stats

  13. Case Study Performance AnalysisData Capture • The data capture feature ‘tell a friend’ provided quality feedback about the campaign and provided names for potential new customers. • Some of the ‘Tell A Friend’ quotes: • “thought this was a pretty cool micro site” • “look at this ad...this is called rich media” • “hi dude have a look at this its clever and innovative advertising...for the web...something we could incorporate…perhaps???” • “Now this is a "Platform"... a subway platform, and an excellent testimonial from their clients. Very consistent and creative” • “D-interesting approach to a contest....quiz forces you to interact with the eyeblaster elements…and then watch three short videos to get clues to answer the questions....might be an interesting approach” • “this is FYI (inspiration), i hope you find it interesting and inspiring”

  14. Eyeblaster Analytics Saves You Time • Organized to work the way you • Easy to use with a brand new interface • Quick report generation very fast access • Top-down analysis • Simple to understand – clear and accurate, • Extensive documentation

  15. Eyeblaster Analytics Flexible and Accessible – A la carte reporting with plug-in for Excel • Eyeblaster Analytics Plug-In for Excel – The most reliable, accessible and flexible way to analyze data. • Directly connected to the database • Accessible directly from Excel, up-do-date by a refresh button and available offline.

  16. Eyeblaster Analytics Eyeblaster offers two premium value-added services • Customized reports • Post-campaign Analysis and Insights into Campaign

  17. A Platform for Growth What’s coming up next? • Excel Summary Report, Campaign Monitor, Dwell Time Metrics • Built-in Benchmark Data • Built-in territorial reporting for Global Campaign Management • Planning and Buying Tools • Video In-Stream Format • Reporting API

  18. In Game Advertising and Purpose Shot Video

  19. New ConceptsUser Initiated In Stream Video and Mobile

  20. Thank you

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