Refocusing Blurring Lines

refocusing
blurring
the lines of media

Dean Donaldson
Director of Digital Experience
December 2009

•

• @deandonaldson

© 2009 Eyeblaster. All rights reserved

Digital changes everything
• Businesses are losing the power to dictate
the communications agenda
The effectiveness of the traditional „interrupt and repeat‟
model of advertising is decreasing
• Decreasing brand loyalty
The internet has lowered entry barriers and switching costs.
Combined with easier access to information and increased choice,
the result is increased competition

Customer loyalty is now

harder to achieve

leech?

panic!


356060


registered
trappers burst
CTR = 1msites
blogs + visits

Cross-channel


If I asked people what they wanted,
I‟d have built them a faster horse
Henry Ford


growing pains

you don‟t
have the time
you need


from video to
twitter

more
excel ?

Difficulty:

changing the train of

thought

Difficulty:

numerous repetitive
tasks

Difficulty:

constant campaign
optimisations

build
brand
moments


bridging
the silos


adding
mobile
to the mix


Difficulty:

keeping a proper
schedule

digital
creep

Media Tomorrow (2012+)
Ad-funded Rich Media InStream Video
Advertising Social
Micro-sites apps
Standard Display Networking
Ad-funded OS Widgets
Classifieds
Text Links Search Mash-Ups
Newspapers
ortable Media Ads Mobile
Digital Outdoor User Generated
PodCasting
In-Game Ads Outdoor
Blogging Electronic Ink (e-ink)
Pre-Roll
IPTV
Interactive Video
Magazines
5 second spot
Cinema
Digital Product
Placement Radio
Broadcast
and Cable
TV

level

Web 3.0 – the semantic web
ONLINE WIRED
• Analyse & Predict
1
• Its about people and CONTENT
content – not just
impressions and clicks…

USER

3 2
sight, sound DISPLAY SEARCH

and touch WIRELESS OFFLINE


Multi-Screen Dream
• 3” Mobile – “1ft user experience”
• 17” Laptop – “3ft user experience”
• 50” TV – “10ft user experience”

• 10’ Billboard – “100ft user experience”

interaction most likely to happen on
the screen closest to you

today

Cross-Channel Comparison
What is the status for comparing the following cross-channel metrics?

Online Search and
Display Advertising 51% 38% 11%

Computer-based and
Mobile Advertising 22% 62% 16%

TV and Computer-
22% 62% 17%
based Advertising

TV and Mobile
Advertising 7% 68% 25%

Outdoor and
Mobile Advertising 8% 62% 30%

Currently compare Would like to compare, but don‟t do it yet Not interested in comparing

Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising

Media Neutrality – the next phase
• Phase 1
Connecting display with search on PC
51% currently measuring – 38% wanting to

• Phase 2
3-screen (PC, TV, Mobile) approach is beginning to resonate
24% already analyze TV with PC or PC and mobile – huge 62% want to
People at home watching TV with laptop on knee and mobile in hand

• Phase 3
TV to mobile or Outdoor to mobile is huge area for growth
8% currently measuring – but huge 65% would love to be able to
Deemed a little bit futuristic, but they are aware – 25% are still unsure…

Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising

Simultaneous
• 16-34‟s in particular
are using more media
at the same time Magazine TV

• They are mainly
consuming content 5%
31%
on the Internet
Internet
84%
35%

3%
Media Meshing Radio
is rife amongst
Newspaper

youth None: 37%

Source: 2006 EIAA Mediascope

Concurrent use of TV and Online
“With a laptop you don‟t “I sit with it (laptop) on my
have to sit at one point, it‟s knee, all night sometimes…
more flexible and you can watching TV and messing
watch TV whilst you‟re on it” around online”
(Pre-family, female) (Pre-family male)

36%
No At least
47% once a day

3% 14%
Internet usage is
Less often
genuinely during
At least TV programmes
once a week

Source: ThinkBox TV Online study 2008

TV and Online work together
Registering on
Online sharing a website
Exposure to online of TV ads 22%
TV: before TV ad
59% said more
• Wider audience
likely to notice

Consideration
and Purchase

TV broadcast
Online:leading
content
Exposure to TV • Individual
Searching for
to online
TV ad leading to ad before online • search/purchase
Activead online
TV search/
online purchase ad 66% said more engagement
TV ad prompting
online search
21% likely to notice
60%
Both can fulfil a role across all stages, although often relationship flows from TV to online
57%
Source: ThinkBox TV Online study 2008

'360' Cross-channel advertising works

Source: NBCU Dynamic Logic Cross Media studies (average of 9 brands); % lift exposed vs. control

User Generated vs Professional Content

80% of content viewed on YouTube is
professionally produced
Source: NBC Research – YouTube Analysis – Feb08, April 08

90M


live
trailers


“ we see an increasing blur between
the TV set and the PC,
with on-demand content flowing
seamlessly between the two”

Charlie Ponsonby, Simplify Digital on why higher speeds
would drive changes in the way people use the web.


as TV | as PC

penetration

Amazon

compare amazon

instantly


Better Lived Together

tracking offline to
online mobile

personally
identifiable

Toshiba


Air Tagging


the future of
paper


beyond the
browser


near
future

personally relevant ads
inserted dynamically into any content

on any device
anywhere in the world


from search
to static banners to interactive

full-screen video
in a browser, in Game or on web TV

outdoor, on a desktop or mobile

we‟re just
warming
the engines


IT’S TIME TO CHANGE

Consumer Life Cycle (CLC)
Expensive
 1. Points of measurement?
2. Technology insertions?
awareness
Display Advertising
Rich Media / Standard Display
Dwell Time

Video InBanner / InStream
InGame

Cost Effective
 “attract
consideration
Microsite Advertising
In situ on site within Banner
External link by Click

retention
Brand Advocacy
Retargeting of user to up-sell
Encourage recommendation
via Widgets
convert CPC / CPE

retain”
evaluation
CPA / ROI
Search Advertising
Independent Research

purchase
Rating Mechanisms
Commitment Process
In situ on site within Banner
Client site / Reseller Site
Offline in-Store

2.0
web

joining in…
A C
B

…behavioural targeting

slinging
mud C
A. Don’t own a Mercedes
but have seen the ads
C. Recently compared
models on the site

A
B
D B. Already own a Mercedes and
actively looking to replace
D. Has just received
online quotation...

Consumer Behaviour Tracking
Pre-Impression, Post-Interaction & Pre-Click

Prior to Campaign During the Campaign
Prior to Impression Ad 1st imp 2nd imp 3rd imp

Unknown

Site Visitor
Participant

DejaVu Re-targeting Behavioural Sequencing
• Re-target ads based on previous • User interactions determine which ad is
behaviour across media properties shown next in sequence
• Cross-sell / Up-sell to maximise ROI • Encourage user through the decision
making cycle
• Build valuable user database over time
• Who has never visited your site • Unlimited creative „paths‟ help improve
conversion rates
• Who has visited your site
• Who is active participant on your site


one tag
“lets get together…”


Difficulty:

getting your data
where you want it

Difficulty:

tools that require a degree in

rocket science

Things
are harder
than they
should be.


ad server platforms are

built on
decade old
technologies

focus on your
potential
instead of your
limitations


Invested years
Spent million$
Interviewed
100s

open API

Streamlined ad serving

Actionable analytics
Open workflow

Thank you
Do you have any questions?

We‟d love to hear your thoughts...


More Information

mediamind.eyeblaster.com

email: dean.donaldson@eyeblaster.com
info.deandonaldson.com

@deandonaldson


Refocusing Blurring Lines

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