Misadventures of the boring old banner..

1. Misadventures of the boring old banner.. Nov 11th, 2008 Jordan Khoo Director, SE Asia

2. About Eyeblaster • Leader in Rich Media Internet advertising & tracking services ( NY Based, 18 offices, 34 countries - In all key markets) • First to be accepted with Yahoo, MSN on a global level • Over 500 agencies partner • (GroupM, Starcom, Universal Mccann / Initiative, Zenith, OMD, Ogilvy, MccannWorldgroup, Leo Burnett, ARC, Publicis, etc) • More than 3,000 web publishers enabled • (Friendster, CNN, MTV, BBC and many more) • 30,000++ campaigns successfully implemented • ( IBM, Disney, Coca-Cola, Toyota, Panasonic, and many more)

3. “he clicks me he clicks me not”

4. 30% • audience time

5. <2% • marketing budget

6. what are the • biggest • barriers to online • investment?

7. 52% • the • click • insufficient metrics

8. Floating ads achieve over 5% CTR TIMELINE OF RICH MEDIA ADVERTSING Broadband Penetration In-game video ads ‘Pre-Roll’ ads before online video content % of ads using video Video now standard across all formats Mobile & IPTV Cross Channel Advertising First 2MB Video Ad Eyeblasterlaunches the‘Floating Ad’ Behavioural & Sequential ads Rise of the ‘Smart Ads’

9. Dropped from 5% to less than 1% in 5 years CTR: OVERALL vs VIDEO ADS

10. Change of user habits More habitualised in the way they consume and engage with content The threat of spyware and viruses and the trend towards pop-up blockers Novelty value Over use of intrusive advertising created saturation 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 REASONS FOR CHANGE The online audience has matured

11. Enhanced Experience 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 For Users For Clients BRAND RESPONSE ADVERTISING • Meaningful Metrics • Provides a fully measurable, immersive brand experience • More interactions means better ROI analysis • Can be fully integrated with client’s site back-end

12. Deliver content to the user without the need to leave the publisher’s site 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 CHALLENGING PERCEPTIONS

13. Get a full view of your campaign success PRE-CLICK INTERACTIVITY TRACKING Floor It (Unique user Interaction Rate) Strength (Mouse Duration)

14. PLAN YOUR NEXT MOVE

15. Tracking beyond the click Post Click Conversion Unique Interacting Users IR Post Click Average Latency User initiated Expansion Unique Video Viewer Interaction Duration Video Mute Rate CTR Full Play Rate Expansion Rate Expansion Duration Video start Rate Video Average Duration Video Fully Played Rate Video 50% Played Rate

16. What’s the campaign objectives? What is the purpose of your campaign: Direct response - Take users to a website? CTR Data capture Branding : Keeping users engaged? Brand interaction: Interaction rate (active engagement) , interaction duration Expandable: expansion rate, expansion duration Video: Video started, video duration Make sure the team knows the right questions to ask!! Laying the right foundation ..

17. Ad #1 Ad #2 VS. Which Ad is Better? You Need to See the Big Picture to Evaluate Effectively Interaction rate: 120% Interaction rate: 3% Click-thru rate: 0.43% Click-thru rate: 3.17% # of interactions in the ad: 20 # of interactions in the ad: 1 Two Successful Ads, Two Different Purposes You need to understand the purpose of the ad and see the entire picture to be able to evaluate performance

18. Creative optimisation Conversion, interaction, clicks Behavioural Targeting Sequential, Interaction Re-targeting Déjà-Vu Conversion tracking Improving your campaigns…

19. Be There — Every Step of the Way Actual Path to Conversion Perceived Path to Conversion RESEARCH SEE CLICK BUY INTERACT

20. One advertiser 25 major campaigns over 1 year 340 million impressions 17 publisher sites Over 130 post click activity opportunities tracked Key finding: Interactions drove more conversions than clicks by 4:1 Case Study (July ‘06 – May ‘07)

21. Case studies Source: HR Magazine ‘07 / Design Council ‘07

22. Coke Video Wall

23. EU Tobacco (Multi) – Behavioural • 93% of interactors saw second sequenced advert • Those who saw second advert were positively inclined towards click thru

24. Inspirations : Think out of the banner? GH

25. What can I do today, NOW? • Games and Quizzes • Multi-user Applications • Data Collection • Viral Marketing (Send to a Friend) • Text/SMS and Email Reminders • Banner Chat • Ecommerce • Dynamic Data • Polling • Extension of microsites

26. Creative Conclusions So... Users don’t click (or want to be redirected) Interactions offer measurable brand value plus drive more conversions Rich media ads offer everything a microsite offers Therefore... Why invest time and effort in a microsite / landing page, or in traffic-driving ads? Instead, why not create ads aimed at delivering brand experience, where users can subsequently convert in their own time... Make the ad become the microsite Give users a range of interaction opportunities; videos, games, downloads, data capture, reminders, upload etc Make interactions deliberate; no auto-starting video etc Keep a small but obvious clickthrough Measure any subsequent activity from within the Eyeblaster reporting platform

27. Value of clicks is diminishing 50% of all clicks generated by same 6% of users (Starcom USA, Tacoda & comScore 2008) CTRs dropping Eyeblaster case study: 1 advertiser, 1 year, 25 campaigns, 340M impressions 20% conversions were post-click, 80% post-impression Majority of attributable conversions involved no click at all Best Practice Don’t make it difficult to interact – but always make it deliberate Don’t use display for search objectives: Search takes the user to the content Display can take the content to the user Feel free to involve us in concept discussions! Summary

28. The Value of Rich Media and Online Video Ads With Video Outperform Other Creative Options • Video • Rich Media • gif/jpg Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent Delta the point difference between control and exposed (exposed% - control %) Aided Brand Awareness –Measures respondents’ familiarity with the brand Online Ad Awareness - Measures the extent to which respondents recall seeing the online advertising Message Association - Measures the extent to which respondents can match the creative messaging to the brand versus its competitors Brand Favorability - Measures respondents’ opinion of the brand Purchase Intent - Measures respondents’ likelihood to consider purchasing the advertised product or service Source: Dynamic Logic MarketNorms aggregated up to Q1/2006

29. New ConceptsUser Initiated In Stream Video, Full HD and Widget ads

30. Integrate a widget in a campaign • Rich media ads are served as part of a campaign • A widget element can be posted from the ads to any • of the social networks and be shared among friends Share this movie with your friends • Analytics combine distribution and rich • media measurements from the campaign and from the widget

31. Creativezone.eyeblaster.comJordan.khoo@eyeblaster.comm: +60123037179Thank You !