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© 2008 Eyeblaster. All rights reserved I’ll be back retargeting the consumer
© 2008 Eyeblaster. All rights reserved joining in… B C A …behavioural targeting
© 2008 Eyeblaster. All rights reserved B A C D mud 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-targetingBehavioural Sequencing During the CampaignPrior to Campaign 1 st imp2 nd imp3 rd impPrior to ImpressionAd 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 x1.42 x7.16 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 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 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 MusicTeleflora
© 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 process to 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 1Week 2Week 4Week 3
© 2008 Eyeblaster. All rights reserved Behavioural Profiling to Target Message The K550i Extreme Tour Concept Creative based on user state: if registered, how and if uploaded pics? The GameRegistration User totally unknown No UploadUploaded User registered via the banner No UploadUploaded User registered via the web site
© 2008 Eyeblaster. All rights reserved Following the User Multiple 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
© 2008 Eyeblaster. All rights reserved Campaign Process Game animation rotates with sign-off Urges registration within banner Allows photo upload within banner Then enables forward-to-friend Drops tag to remember state Once complete sends to user Request to complete web registration Confirmation of registration Drops tag to remember state User can enter this weeks competition User completes photo upload Drops tag to remember state Re-targeting creative based on state Banner registration and re-targeting concept
© 2008 Eyeblaster. All rights reserved Results Guiding 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 purchase Know 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
How to Make a Good Impression Dean Donaldson: Channel Development EMEA, Eyeblaster 8 th November 2007 MSN Innovate, Oslo A user-centric approach to advertising.
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