© 2008 Eyeblaster. All rights reserved I’ll be back retargeting the consumer.
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Transcript of © 2008 Eyeblaster. All rights reserved I’ll be back retargeting the consumer.
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
I’ll be
backretargeting the consumer
© 2008 Eyeblaster. All rights reserved
joining in…
BCA
…behavioural targeting
© 2008 Eyeblaster. All rights reserved
BA
C
D
mudA. Don’t own a Mercedes
but have seen the ads
C. Recently compared models on the site
B. Already own a Mercedes and actively looking to replace
D. Has just received online quotation...
slinging
© 2008 Eyeblaster. All rights reserved
“lets get together…”one tag
© 2008 Eyeblaster. All rights reserved
Consumer Behaviour Tracking
• Re-target ads based on previous behaviour across media properties
• Cross-sell / Up-sell to maximise ROI
• Build valuable user database over time• Who has never visited your site• Who has visited your site • Who is active participant on your site
• User interactions determine which ad is shown next in sequence
• Encourage user through the decision making cycle
• Unlimited creative ‘paths’ help improve conversion rates
Pre-Impression, Post-Interaction & Pre-Click
DejaVu Re-targeting Behavioural Sequencing
During the CampaignPrior to Campaign
1st imp 2nd imp 3rd impPrior to Impression Ad
Unknown
Site Visitor
Participant
© 2008 Eyeblaster. All rights reserved
How behavioral ad sequencing works
The linked sequential example could be adapted as follows:
First Ad - user interacts and chooses music style as their selection
Second Ad – remembers preferences and displays relevant ‘style’ creative
Third Ad – Incentivises user to make a purchase by giving them an option to receive a free eCoupon
© 2008 Eyeblaster. All rights reserved
Smokin’ DVD – Behavioral Case Study
• Original ad User selects favorite genre
Once expanded, the ad shows bestsellers, price
• Retargeted ad Shows films of the previously chosen genre
Expansion shows film details
© 2008 Eyeblaster. All rights reserved
Smokin’ DVDs: Retargeting Lifts Performance
General Behavioral Ad-1%
0%
1%
2%
3%
4%
5%
6%
7%
x1.42
general average behavioral0.00%
0.01%
0.02%
0.03%
0.04%
0.05%
0.06%
0.07%
0.08%
0.09%
x7.1
6
Expansion Rate Click-thru Rate
© 2008 Eyeblaster. All rights reserved
EU Tobacco (EMEA) – Behavioural
• 93% of interactors saw second sequenced advert
• Those who saw second advert were positively inclined towards click thru
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
13.5% watched the entire entry video
0.1% average CTR – 0.33% in ‘sent mail’ MPU 0.01% started the data-capture process 11% of initial respondents went on to give
email address in subsequent screens
Higher rates could have been achieved if the data request fields were higher
Levi’s (MultiNational) – Social Advertising
© 2008 Eyeblaster. All rights reserved
Other examples
MSN Music Teleflora
© 2008 Eyeblaster. All rights reserved
• MEC Interaction sought a technology to actively engage the individual user wherever they were physically or within the campaign lifecycle
• Physical Location: Multi-lingual throughout CEEMEA territories
• User Environment: Complementing web page access with mail and desktop messenger and the need to flow seamlessly between them
• Lifecycle State: Multiple stages of competition From initial awareness, registration processto the multiple upload stages over the weeks
K550i Cyber-shot™ Promotion
© 2008 Eyeblaster. All rights reserved
• Take photos of yourself preparing for each weeks challenge and upload to the site
Lights, Camera, Action!How to train for one of the four challenges
© 2008 Eyeblaster. All rights reserved
K550i Extreme Challenges (Change by Week)
Week 1 Week 2 Week 4Week 3
© 2008 Eyeblaster. All rights reserved
Behavioural Profiling to Target MessageThe K550i Extreme Tour Concept
• Creative based on user state: if registered, how and if uploaded pics?
The Game Registration
User totally unknown
No Upload Uploaded
User registered via the banner
No Upload Uploaded
User registered via the web site
© 2008 Eyeblaster. All rights reserved
Following the UserMultiple points of entry and reminder
Being exposed to the initial creative Example: Web Browser
Enabling user to register in situ Example: MSN Today
Re-targeting irrespective of channel Example: Live Mail
Further re-targeting across channels Example: Live Messenger
And any combination thereof…
Web Page Messenger MessengereMail
© 2008 Eyeblaster. All rights reserved
Campaign Process
• Game animation rotates with sign-off
• Urges registration within banner
• Allows photo upload within bannerThen enables forward-to-friendDrops tag to remember state
• Once complete sends email to user
• Request to complete web registration
• Confirmation of registration emailDrops tag to remember state
• User can enter this weeks competition
• User completes photo uploadDrops tag to remember state
• Re-targeting creative based on state
Banner registration and re-targeting concept
© 2008 Eyeblaster. All rights reserved
ResultsGuiding people through the campaign funnel
© 2008 Eyeblaster. All rights reserved
Summary• Most technically challenging campaign undertaken online to date
• A melting pot of: innovative planning
creative technology
publisher knowledge
consumer insight
as well as an element of calculated risk-taking on behalf of the client
• Did not cost a single cent more on ad serving or on media purchaseKnow how to work the technology that is user-centric to meet objectives
• Only required some slight amendments to the back end destination site and a very well-crafted master template…
multiple points of entry and reminder