Post on 02-May-2015
© 2008 Eyeblaster. All rights reserved
Product / Service Overview
Advertising Campaign Manager
© 2008 Eyeblaster. All rights reserved
Agenda
• Cos’è ACM
• Trafficking
• Ottimizzazione
• Smart Versioning
• Reporting Tools
• Channel Connect for Mobile
• Channel Connect for Search
• Riepilogo
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Copertura globale– Supporto Locale
Sydney
Singapore
K. Lumpur
Taipei
Bangkok
Tokyo
Hong Kong
Guangzhou
Beijing
New Delhi
Lahore (Pakistan)
Tel AvivAthensRome
BucharestBarcelona
Madrid
Amsterdam
Hamburg
Paris
Portugal
London
New York
Houston
Boston
Chicago
Los Angeles
San Francisco
Dallas
São Paulo
Cape Town
Mexico City
Budapest
• Digital ad serving dal 1999• “Rich media leader” e unica società
indipendente a livello globale
• 33 uffici nel mondo• Completa copertura 24/7/365
© 2008 Eyeblaster. All rights reserved
Eyeblaster- La copertura del mezzo digitale
RICH
Plan Traffic Serve Optimise Analyse
STANDARD
EMERGING
SEARCHMOBILE
© 2008 Eyeblaster. All rights reserved
Easy trafficking
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Eyeblaster quick trafficking
• Aggiungi le informazioni rapidamente usando i drop down menu
• Copia i placement e poi fai i cambiamenti
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Eyeblaster excel trafficking
• Lavora in Excel e poi fai il caricamento di grossi piani
• Mantieni le tue naming conventions
• Valida i parametri immediatamente
• Importa il tuo media plan completamente o in più parti
Traditional Media Plan
Eyeblaster Excel Traffic Sheet
© 2008 Eyeblaster. All rights reserved
Grandi campagne in poco tempo
• Usa la potenza, la velocità e la flessibilità di Excel
• Risolvi in un click le varie discrepanze
• Importa i mediaplan come desideri
• Condividi il template con il tuo Team
“Il vostro trafficking tool mi ha fatto
risparmiare il 75% del mio tempo in una recente campagna.
Normalmente ci avrei impiegato quasi un giorno ma ho potuto caricarla in un quarto d’ora!”
Chris Massey – Profero, UK
Excel Trafficking
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Significativi risparmi di tempo
Segnalati dai key clients
Più del 50%Molto più efficace
Rispetto al precedente trafficking
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Rotazione e frequenza
Possibilità di servire più soggetti:
• Random
• Con peso in percentuale
• In sequenza
• In base all’orario
© 2008 Eyeblaster. All rights reserved
Ottimizzazione
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Costi e il ROI
Imposta i costi in base al;•CPM
•CPC
•CPA
•Costo Fisso
Imposta i revenue driver in base ai;•Clicks
•Custom interactions
•Conversions
© 2009 Eyeblaster – All rights reserved
Ottimizzazione
Serve automaticamente l’ads meglio performanteEven odds o single winnerOttimizza la rotazione in base ai revenue driver
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
• Targettizza gli utenti in base alla precedente attività nel sito
• Divide i visitatori in gruppi specifici
• Target tizza i nuovi clienti
• Targettizza gli utenti che hanno effettuato un acquisto
• Cross / up-sell per massimizzare il ROI
“I’ll beback”
Consumer retargeting
© 2008 Eyeblaster. All rights reserved
Behavioural Sequencing
• L’interazione dell’utente determina la successiva creatività servita
• Accompagna l’utente nel tunnel d’acquisto
• Percorsi creativi illimitati migliorano il conversion rate e il ROI
© 2008 Eyeblaster. All rights reserved
Tracking del Comportamento del Consumatore
• Ritargettiza gli ads in base al precedente comportamento nel sito
• Cross-sell / Up-sell per massimizzare il ROI• Costruisci un prezioso database nel tempo
• Chi non ha mai visitato il tuo sito• Chi ha visitato il tuo sito• Chi si muove attivamente nel tuo sito
• Le interazioni dell’utente determinano la creatività da mostrare successivamente nella sequenza
• Spinge l’utente attraverso il processo decisionale
• Percorsi creativi illimitati aiutano a migliorare i tassi di conversione
Pre-Impression, Post-Interaction e Pre-Click
DejaVu Re-targeting Behavioural Sequencing
Durante la CampagnaPrima della Campagna
1st imp 2nd imp 3rd impPrior to Impression Ad
Unknown
Site Visitor
Participant
© 2008 Eyeblaster. All rights reserved
Smart Versioning
© 2008 Eyeblaster. All rights reserved
Aggiornare in tempo realegli ads senza ritrafficare
Localizzare una campagna globale
Migliora la rilevanza della campagna con ads targettizati
Il bisogno di multiple versioni….
Prima richiedeva BudgetE molte versioni creative
© 2008 Eyeblaster. All rights reserved
Localise creative for language, font, cultures, etc. Simplify the process for local agencies and save production time Maintain creative integrity
Smart Versioning key points
E traccia tutto con
Eyeblaster Analytics!
Buy blocks of media then version ad creative on the fly Reduce production costs by easily copying ads
Local relevancy (geo-targeting)
Market relevancy (localisation)
Targeted relevancy ( behaviourally sequenced)
Creative Relevancy (multiple creative strategies)
Facili aggiornamenti
Migliora la rilevanza
Permette la localizzazione
© 2008 Eyeblaster. All rights reserved
Smart Versioning… in azione
L’aggiornamento della creatività
Facile e veloce!
© 2008 Eyeblaster. All rights reserved
Processo dello Smart Versioning1. Gli sviluppatori creano uno Smart Versioned ad
Ogni annuncio può essere in formato Smart Version (standard, rich media, video, espandibile, ecc)
Dall’interfaccia Workshop di Eyeblaster, è possibile caricare annunci ACM o pacchetti per aggiornamenti degli Ad
2. Le versioni possono essere facilmente personalizzate, create in ogni momento da chiunque Le modifiche possono essere automaticamente distribuite su tutti i posizionamenti degli
Ad, delle campagne, dei diversi account (adserver) anche a livello mondiale
Estrai i report nella maniera più comoda per te!
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
più efficientepiù efficace
con più
versioni creative
Per Aumentare il ROI
Riepilogo Smart Versioning
© 2008 Eyeblaster. All rights reserved
Analytics
• Dati più chiari per analisi più veloci
© 2008 Eyeblaster. All rights reserved
Eyeblaster analytics
Campaign Monitor
Pre-definedReports
Plug-in for Excel
Data FeedService
Campaign Summary
Custom ReportBuilder
© 2009 Eyeblaster. All rights reserved
Campaign monitor
Campaign Monitor la finestra sulla campagna
• Accesso immediato alle KPI
• Visualizzazione delle campagne in un colpo d'occhio
• Individuazione dei problemi in modo semplice e veloce
• Contatto con i dati in tempo reale
© 2009 Eyeblaster. All rights reserved
Campaign summary
• Sintesi della campagna in ppt
• Rappresentazione grafica dai dati di rendimento
• Semplicità di esposizione dei dati di branding
© 2009 Eyeblaster. All rights reserved
Report predefiniti21 reports per agenzia8 reports per creatività
3 reports per sitoPermettono analisi veloci, in profondità e chiare
Nei reports sono inclusi: Delivery
Performance by frequency Unique user metrics
Engagement Video performance
Conversions Path to conversion
Cross media integration
© 2009 Eyeblaster. All rights reserved
Made visual
• Rappresentazione grafica dei dati inclusi nei report
• Sono presenti anche Benchmarks per Industries
Eyeblaster benchmark sample
© 2009 Eyeblaster. All rights reserved
• Excel add-on scaricabile• Accedi ai dati della campagna con Excel• Crea un report con le metriche desiderate• Aggiorna solo i dati necessari
Plug in for excel
© 2009 Eyeblaster. All rights reserved
Custom report builder
• Crea il tuo report velocementeLe tue metriche preferite in un unico report.
• Gestisci i dati come meglio crediTutti i dati di cui hai bisogno da qualsiasi prospettiva.
• Una volta creato il report lo puoi adattare a tutte le campagne
Pronto per essere utilizzato con tabelle pivot.
• Apprendi di più dalla tua campagnaAlcuni campi e metriche sono solo disponibili nel CRB .
© 2009 Eyeblaster. All rights reserved
Data Feeds Service
Il quadro completo in un unico posto!
• Trasferisci i dati di Eyeblaster direttamente nel tuo database
• Integra i dati automaticamente in qualsiasi sistema di analytics
• Dati trasferiti in modo sicuro, e monitorati 24/7
© 2009 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Data Feeds
Utilizza tutte le funzionalità di Eyeblaster accanto al tuo in-house reporting
• Porta tutti i dati di EB nella tua piattaforma proprietaria
• Veloce e semplice set-up• Non c’è bisogno di formare il tuo staff per l’utilizzo
di una soluzione esterna di reporting
• Features: Tutte le metriche di EB disponibili Facile setup Un solo fee di implementazione più un canone
mensile
© 2008 Eyeblaster. All rights reserved
Country Delivery Rate %
Campaign name Clicks
Media Owner CTR %
Placement Booked Cost
Format Delivered Cost
Booked Impressions Delivery % Cost
Delivered Impressions CPC/CPM
Omniture Genesis Integration
• Eyeblaster è in grado di fornire tutte le metriche richieste per Omniture
© 2008 Eyeblaster. All rights reserved
Impressions & Clicks
Engagement Metri
cs
Performance by Reach & Frequen
cyDwell Time: • Il tempo totale dell’engagement dell’utente con la
creatività• Permette il confronto tra tutti i formati RichMedia
New
Unique: • La più grande selezione di unique metrics • Unique: impressions, clicks, interazioni,
espansioni.
Site overlap: • Controlla il tuo media buy: quale publishers si
sovrappone e con chi
Performance by Frequency: • Controlla la frequenza ottimale a qualsiasi
livello: campagna, publisher, flight e ad
Highlights
One-Click PowerPoint Analysis: • Genera con un solo click una
presentazione Power Point con il sommario di tutta la campagnaEmbedded Benchmarks:
• Comapara la campagna con i nostri benchmarks
L’unica piattaforma Richmedia certificata IAB
IAB Certified:
© 2009 Eyeblaster – All rights reserved
Un unico Tag per tracciare le attivitàone tag
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Conversion Tags – Raccolta dei dati
• Revenue
• Quantity
• Order ID
• Product ID
• Product Info
• Session ID
• Custom fields available
• 3rd party data pass back including order ID
• Raw data available
© 2008 Eyeblaster. All rights reserved
channelconnect
eyeblaster
The Future
© 2008 Eyeblaster. All rights reserved
Channel Connect for Search
© 2008 Eyeblaster. All rights reserved
COMPRA
Be There — Every Step of the Way
RICERCA
CLICCA
Path to Conversion Percepito
INTERAGISCE
VEDE
Path to Conversion effettivo
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
40
Search and Display
Source: IAB Factsheet Online Adspend 2007
…e
£590m nel display
Advertisers hanno speso £1.6bn nel paid search nel 2007
Punto di forza:Altamente targettizato
Punto di forza:
Mass reach
• In realtà i consumatori sono esposti ad entrambi; quindi come lavorano insieme?
• Le due sfere dell’online advertising sono spesso trattate come entità separate
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Search is a consumer journey
Awareness Consideration PurchaseNon brand, generic;
e.g. “auto nuove”
Brand specific;e.g.
“honda accord”
• Online display advertising può velocizzare il passaggio dal non brand al brand
Source: YSM Reach & Engagement
• E’ quindi cruciale integrare le strategie display e search insieme
Consideration
In media, l’esposizione al display aumenta le ricerche Brand del 26%, così da spingere l’utenete nel funnel d’acquisto. (Lift vs. pre-campaign period)
© 2008 Eyeblaster. All rights reserved
Search e display insieme conducono la brand performance
Source: My Travel case study – UK, December 2007
Search Only Search & Display
Brand Search Volume
Una campagna display integrata può aiutare ad aumentare di 15x volte il volume della brand search
© 2008 Eyeblaster. All rights reserved
Search e display insieme generano un engagement maggiore
Lift in Site VisitsLift in Time Spent
Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions)
7x Display Only3x Search Only
6x Display Only
Display
Search
Search & Display
© 2008 Eyeblaster. All rights reserved
Lift in spend per purchaser in-store
11%
26%
83%
Increases in average order size
Lift in online purchases Lift in offline purchases
50%
9%
210%
42%
244%
89%
Increase in Sales
Search e display insieme generano vendite maggiori – on e offline
44
Sources: Yahoo!/Comscore Research Online, Buy Offline study, 2007; Yahoo!/Comscore Close the Loop study, 2006
Display
Search
Search & Display
© 2008 Eyeblaster. All rights reserved
A cosa porta questa performance combinata?
45
• La search genera proporzionalmente un salto maggiore nelle vendite rispetto al display (perchè più targettizata)...
• Il totale dei 2 canali insieme è maggiore della somma dei 2 presi singolarmente
…ma grazie alla reach maggiore del display, il suo effetto nel volume totale delle vendite è maggiore
© 2008 Eyeblaster. All rights reserved
Channel Connect for Search
• Un’unica soluzione di reporting e di analytics per le campagne
cross-channel display, search and affiliate
• Accurati Dati di Conversione
• Cross-Channel Insights
• Analisi del percorso alla conversion
• Soluzione Indipendente SEM
• Implementazione in 2 step
• Non è richiesto il retrafficking
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
onepurchase
Advertiser search
affili
ate
</universal-tag>
E’ richiesto solo lo universal tag di
Eyeblasterdisplay
Esposizione Cross Channel
Eyeblaster
display
search
affiliate
Eyeblaster deduplica attraverso ciascun canale e attribuisce una conversion
al last click
</affiliate_tag>
</display_tag></search_tag>
Eyeblaster ospita tutti i tags diterze parti
CC4S offre accurati dati di conversione• Tagging facile e accurati dati di conversions con il CC4S
© 2008 Eyeblaster. All rights reserved
Cross-Channel Insights
Served Impressions
CTR Other Channel Impact Rate
ROI ROAS ($) Total Conversions
Click to Conversion Rate
Total Revenue ($) Total Profit ($)
249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00
266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00
67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00
50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00
147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00
271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00
168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00
90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00
12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00
786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00
4,293
2,113
798
236
1,079
750
1,242
2,180
188Yahoo! UK
AOL Japan
MSN MX
Mind the Gap Int.
Turner / CNN
Fox News.com
MSN \ MSNBC
Display
Mind the Gap US
Campaign Type Campaign Publisher/SE Total Clicks
Search 7,132
Eyeblaster SE - Google 4,246
Google 4,246
Eyeblaster SE - Yahoo 2,886
Yahoo 2,886
Totals 11,425
• Cross-Channel Overview – top level insights into media interactionCTR ROI ROAS ($) Total Revenue ($) Total Profit ($)
249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00
266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00
67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00
50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00
147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00
271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00
168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00
90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00
12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00
786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00
Display
Campaign Type
Search
Totals
Search e DisplayTutto in un unico posto
CTR Other Channel Impact Rate
ROI ROAS ($) Total Revenue ($) Total Profit ($)
249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00
266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00
67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00
50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00
147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00
271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00
168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00
90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00
12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00
786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00
Esplora i punti di contattotra i diversi Canali
CTR ROI ROAS ($) Total Conversions
Total Revenue ($) Total Profit ($)
249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00
537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00
266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00
67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00
50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00
147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00
271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00
168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00
90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00
12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00
786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00
© 2008 Eyeblaster. All rights reserved
Analisi del Path to Conversion – Per publisher
AOL Japan CNN Money - Turner
Fox News.com
Google MSN MX MSNBC Yahoo Yahoo! UK - Internal
Marketing
-20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
61.57%
91.80%
54.70%
16.91%
65.09%67.59%
24.78%
31.37%
13.29%
1.69%
21.91%
29.33%
-13.36%
2.35%
36.24%
27.45%
ROI - Entire Path vs. Last Ad
ROI (Entire Path)
ROI (Last Ad)
© 2008 Eyeblaster. All rights reserved
Analisi del Path to Conversion– Per Canale
Ad 4 Total Clicks CTR Percentage of Total Paths
Total Conversions
Total Revenue ($) Percentage of Total Revenue
Average time to Convert (Days)
Average Path Length
4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53
406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00
908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00
Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00
Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00
Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00
Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00
Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00
Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00
Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00
6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98
1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00
1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00
1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00
Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00
Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00
2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98
364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00
127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00
530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00
Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00
Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00
Search
Search
Search
Display
Display
Display
Search
Search Search 8,553
Search Only 75,244
80,357
Display 23,537Display
Display Search Search 23,983
Both 6,554
Exposure Group Ad1 (First Viewed)
Ad 2 Ad 3 Ad 5 Served Impressions
10,589
Display
Display Only
Search
Search
Display
Display
Search
Display
Search
Display
Display
Search
Display
Search
Search
Search
Display
Display
Search
Display
Search
Display
Display
Display
Search
Search
Display
Display
Display
Display
Display Display
Display
Display
Search 9,867
Search Search Search 33,452
Search Search Search 9,943
Search Search Search Search 13,429
20,468
19,203
16,862
7,974
12,781
8,994
11,682
29,236
28,656
21,226
7,691
Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length
4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53
406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00
908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00
Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00
Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00
Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00
Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00
Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00
Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00
Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00
6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98
1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00
1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00
1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00
Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00
Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00
2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98
364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00
127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00
530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00
Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00
Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00
Search
Search Only
Display
Display
Both
Exposure Group Ad1 (First Viewed)
Display Only
Display
Display
Search
Display
Search
Display
Display
Display
Search
Search
Display
Display
Search
Search
Search
Search
Determina le Sinergie Cross-ChannelComprendi il comportamento dell’utente attraverso i percorsi più comuni
Ad 4 Total Clicks CTR Percentage of Total Paths
Total Conversions
Total Revenue ($) Percentage of Total Revenue
Average time to Convert (Days)
Average Path Length
4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53
406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00
908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00
Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00
Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00
Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00
Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00
Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00
Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00
Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00
6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98
1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00
1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00
1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00
Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00
Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00
2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98
364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00
127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00
530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00
Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00
Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00
Ad 4 Total Clicks CTR Percentage of Total Paths
Total Revenue ($) Average Path Length
4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53
406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00
908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00
Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00
Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00
Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00
Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00
Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00
Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00
Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00
6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98
1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00
1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00
1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00
Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00
Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00
2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98
364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00
127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00
530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00
Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00
Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00
Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length
4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53
406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00
908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00
Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00
Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00
Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00
Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00
Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00
Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00
Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00
6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98
1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00
1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00
1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00
Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00
Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00
2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98
364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00
127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00
530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00
Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00
Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00
Search
Search
Search
Display
Display
Display
Search
Search Search
Search Only
Display Display
Display Search Search
Both
Exposure Group Ad1 (First Viewed)
Ad 2 Ad 3 Ad 5
Display
Display Only
Search
Search
Display
Display
Search
Display
Search
Display
Display
Search
Display
Search
Search
Search
Display
Display
Search
Display
Search
Display
Display
Display
Search
Search
Display
Display
Display
Display
Display Display
Display
Display
Search
Search Search Search
Search Search Search
Search Search Search Search
© 2008 Eyeblaster. All rights reserved
Path to Conversion AnalysisGiustifica i costi per le Keyword generiche
Ad 5 Percentage of total Paths
Total Conversions Total Revenue ($) Percentage of Total Revenue
Average time to Convert (Days)
35.81% 17,982 118,500.00 33.40% 0.07
21.13% 10,611 81,875.00 23.08% 0.11
16.82% 8,448 64,625.00 18.22% 0.08
13.14% 6,600 41,625.00 11.73% 0.12
5.53% 2,776 20,875.00 5.88% 0.05
2.10% 1,054 7,000.00 1.97% 0.88
0.89% 447 2,250.00 0.63% 0.47
0.48% 239 1,625.00 0.46% 1.27
0.35% 175 750.00 0.21% 0.86
0.29% 146 1,000.00 0.28% 1.70
Plasma TV Terms Generic Terms
Generic Terms Plasma TV Terms Brand Plasma Brand Plasma
Generic Terms Generic Terms
Generic Terms Plasma TV Terms
HD TV Terms
Generic Terms Plasma TV Terms Brand TV
Plasma TV Terms Brand TV
Flat Screen Brand TV
Brand TV
Ad1 (First Viewed) Ad 2 Ad 3 Ad 4
Generic Terms
Ad 5 Total Conversions Total Revenue ($)
35.81% 17,982 118,500.00 33.40% 0.07
21.13% 10,611 81,875.00 23.08% 0.11
16.82% 8,448 64,625.00 18.22% 0.08
13.14% 6,600 41,625.00 11.73% 0.12
5.53% 2,776 20,875.00 5.88% 0.05
2.10% 1,054 7,000.00 1.97% 0.88
0.89% 447 2,250.00 0.63% 0.47
0.48% 239 1,625.00 0.46% 1.27
0.35% 175 750.00 0.21% 0.86
0.29% 146 1,000.00 0.28% 1.70
Plasma TV Terms Generic Terms
Generic Terms Plasma TV Terms Brand Plasma Brand Plasma
Generic Terms Generic Terms
Generic Terms Plasma TV Terms
HD TV Terms
Generic Terms Plasma TV Terms Brand TV
Plasma TV Terms Brand TV
Flat Screen Brand TV
Brand TV
Ad1 (First Viewed) Ad 2 Ad 3 Ad 4
Generic Terms
Ad 5 Percentage of total Paths
Total Conversions Total Revenue ($)
35.81% 17,982 118,500.00 33.40% 0.07
21.13% 10,611 81,875.00 23.08% 0.11
16.82% 8,448 64,625.00 18.22% 0.08
13.14% 6,600 41,625.00 11.73% 0.12
5.53% 2,776 20,875.00 5.88% 0.05
2.10% 1,054 7,000.00 1.97% 0.88
0.89% 447 2,250.00 0.63% 0.47
0.48% 239 1,625.00 0.46% 1.27
0.35% 175 750.00 0.21% 0.86
0.29% 146 1,000.00 0.28% 1.70
© 2008 Eyeblaster. All rights reserved
Advertiser Name
eventtime Activity Id Activity Name
quantity orderid session Value Query String
Last Ad View Time
Is Click Publisher Campaign Ad Group Keyword Name Eyeblaster Name
Unit Size Video Rich Banner
Video Starts Method
Flight ID
LG 8/4/08 10:01AM
14449 Thank You Page
1 123 200 ActivityID=14449&f=1&f=1&rnd=913277.05886215
8/4/08 10:00AM
1 CNET Campaign1 Ad 160x600-V1
160x600 1 0 AutoInitiated 539630
LG 8/4/08 10:20AM
14449 Thank You Page
1 234 200 ActivityID=14449&f=1&f=1&rnd=407930.503599346
8/4/08 10:01AM
1 Forbes Campaign2 Ad 160x600-V2
160x600 1 0 AutoInitiated 539639
LG 8/4/08 11:02AM
14449 Thank You Page
1 456 200 ActivityID=14449&f=1&f=1&rnd=746609.077788889
8/4/08 10:42AM
1 Google Search Campaign3
Brand TV
Keyword TV
LG 8/4/08 11:59AM
14449 Thank You Page
1 567 450 ActivityID=14449&f=1&f=1&rnd=948163.21413964
8/4/08 11:50AM
1 CNET Campaign1 Ad 250x250-V1
250x249 1 AutoInitiated 540720
Event 1 Event 2 Event 3 Event 4 Event 5
Path to Conversion Raw Data
Advanced display metrics
© 2008 Eyeblaster. All rights reserved
SEM Independent Solution
Libertà di scelta
Dart Search
Atlas Search
• Storicamente scelta limitata
together with Eyeblaster optimisation drives results to your bottom line
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
ImplementazioneFacile processo di set-up – in 2 passaggi!
© 2008 Eyeblaster. All rights reserved
Analisi competitiva
Facile set-up
De-duplicationin entrambi i sistemi
Avanzati reports cross channel
Attribuzione della Conversion al canale
Indipendente soluzioneSEM
Si
No
Parziale
© 2008 Eyeblaster. All rights reserved
Channel Connect for Mobile
© 2008 Eyeblaster. All rights reserved
Le soluzioni di Adserving sono accessibili...
AdvertisersMedia
AgenciesPublishers/
Carriers Consumers
...solo attraverso i publishers mobile
Current challenge
© 2008 Eyeblaster. All rights reserved
Ottenere i report da ciascun publisher
Popolare manualmente i report interni
Consolidare online+mobile
Mandare il media plan a ciascun publisher
Mandare le creatività a ciascun publisher
Mandare cambiamenti a ciascun publisher
Media Agency
Gestione Attuale delle Campagne Mobile
© 2008 Eyeblaster. All rights reserved
Per cambiare le regole dell’engagement
AdvertisersMedia
AgenciesPublishers/
Carriers Consumers
Il nostro aiuto
© 2008 Eyeblaster. All rights reserved
Eyeblaster si integrerà con gli adserver mobile dei publishers
Media Agency
Una facile gestione del Mobile
© 2008 Eyeblaster. All rights reserved
Publisher disponibili in UK
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
• Gli ads Mobile sono composti da;
immaginetext link
…landing Page
I banners Mobile
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
• Eyeblaster supporta tutti i banner Mobile, incluso:
• Old MMA Guidelines
• New MMA Guidelines (aspect ratio 4:1 and 6:1)
• Custom
• Al telefonino viene servita la creatività appropriataCi sono 4 immagini di differente misura e testo che sono usate per coprire il maggior numero di modelli esistenti
• MMA = Mobile Marketing Association
Serving solution
© 2008 Eyeblaster. All rights reserved
List of mobile web publishers & carriers
Facile setup
© 2008 Eyeblaster. All rights reserved
I risultati del Mobile Integrati con l’Online
Lista delle creatività Mobile
Lista dei Siti Mobile
Reportistica integrata
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Channel Connect 4 Mobile: evidenze
• 0.24% ctr * medio
• N95 0.08% ctr
• iPhone 0.42% ctr
• 823 modelli identificati
* L’attuale online display benchmark ha lo 0.07% click-through rate
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Riepilogo Offerta Mobile• Prima soluzione capace di integrare Online e Mobile
• Estende la piattaforma EB dall’Online al Mobile.
• Crea, gestisce e analizza le campagne mobile
• Comparazione tra publisher e performance dei singoli modelli
• Continui ad utilizzare la nostra apprezzata reportistica
• Eyeblaster è integrato con Nokia e con la maggior parte dei Mobile adservers
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Il valore per le Agenzie
NeedCurrent
SolutionsEyeblaster’s
SolutionFar girare online e mobile in un’unica campagna x
Gestire efficientemente i vari publishers mobile x
Controllo di terza parte del delivery x
Dati comprensibili e in tempo reale x
Analisi dettagliata post campagna per un ROI più chiaro x
Cambia ed ottimizza le creatività in tempo reale x
© 2008 Eyeblaster. All rights reserved
Global Campaign Manager
© 2008 Eyeblaster. All rights reserved
Multinational Capabilities
Global Campaign Management• GCM permette di connettere le campagne globali• 36 uffici nel mondo• Supporto nella lingua locale– nella giusta time zone• Report consolidati• Copertura completa 24/7/365
© 2008 Eyeblaster. All rights reserved
Eyeblaster Summary
• Posizione indipendente e neutrale
• Global Campaign Management
• Cross Channel Focus
• Leader nei Rich Media e Video
• Elevatissimo livello di servizio
• Reporting ,Analytics e Targeting sofisticati
• Analisi avanzata del Path to Conversion
© 2008 Eyeblaster. All rights reserved
HighlightsDoubleClick Atlas Eyeblaster
Ad Campaign Manager Solution Open Architecture – Channels, Data & Billing Connect Publisher Independent Commitment to Agency Solutions International Perspective & Leadership Commitment & Track record for Innovation Rich Media Leadership Basic IAB Certification Rich Media & In Stream IAB Certification Design Partnership Program
© 2008 Eyeblaster. All rights reserved
Grazie