WHY the world stopped clicking… The rise of interaction metrics and the importance of pre-click activity

Timeline of Rich Media Advertising As broadband grows, video grows. In-game video ads Broadband Penetration ‘Pre-Roll’ ads before online video content Mobile & IPTV % of ads using video Video now standard across all formats First 2MB Video Ad Eyeblaster launches the ‘Floating Ad’ Cross Channel Advertising As broadband grows, video grows – both in advertising & content What happened simultaneously was rise of interaction within adverts…. Behavioural & Sequential ads Rise of the ‘Smart Ads’

Overall: Format Composition Intrusive formats in decline while user initiated levelling off Standard ad Polite ad Intrusive Advertising Expandable ad Other User Initiated Intrusive formats in decline User initiated levelling off

CTR: Overall vs. Video Ads The CTR dropped from 5% to less than 1% in 5 years

Reasons for Change The online audience has matured Change in user habits Publisher shifts in objectives and measurement Personalised experience Change in user habits Users becoming more web aware More habitualised in the way they consume and engage with content More resilient to be enticed to leave their comfort zones by clicking away The threat of spyware and viruses and the trend towards pop-up blockers Publisher shifts in objectives and measurement Over use of intrusive advertising created saturation Slow down on new formats as publishers standardise all inventory Increased regulation of frequency capping and close buttons Personalised experience Users now more likely to choose how to receive relevant content (e.g. customising homepage More inclined to be entertained in their chosen environment

From Pull – “Traffic Drivers” Trying to attract the users to website Most online advertising use banners to point at a destination website Advertiser Contents Advertiser site

To Push – “Smart Ads” Delivering content to the users, exactly where they are Eyeblaster brings the website into the banner Increase brand experience without making a user leave the publisher site Advertiser contents Advertiser site Interaction rates show at least 300% uplift on click-thru’s Average duration over 1 minute* Polite & progressive downloading enhances user experience Benefit from unlimited file size available on Demand Customised tracking and reporting Costs can be combined with website development

Enhancing User Experience Ways to increase user engagement Purpose shot video Behaviour targeting Engage with game Dynamic data Deliver content to the user where they are – attract, tease, engage Offer choice to the 90%+ users who don’t click-thru Results prove interaction overrides typical ad timeout – over 1 minute! Mini: Purpose shot video, Uses video to achieve brand impact, Engages the user Toyota: Uses game to engage users actively with the brand MSN Music: User interactions determine what ad is shown next Qantas: No need to go to Qantas site to get the latest offers, by engaging with the banner user can search for prices from and to multiple locations Spiderman: Creative is altered to the specific channel, to the messenger environment. It is a new way to reach and engage users with the brand. Live poll New channels 8

? Response: Shades of Grey Measuring the true response Impression No Awareness (No Conscious Acknowledgment) Engagement Post Impression Activity (Sub-Conscious Acknowledgement) Interaction Pre-Click Activity / Post-Interaction (Active Involvement) Click-Thru Post-Click Activity (Conscious Acknowledgement) ? Not black and white – never has been – but shades of grey… In fact what was thought was black – is technically a shade of grey!!! It is what happened after – or before – that matters… Clicks have their place Not advocating losing ‘clicks’ all together, but take a more user-centric approach to advertising Following a user – not forcing a user to follow a fixed path Call to Action Required Response (Conscious Decision) Information Request / Data Capture / Physical Purchase

Pre-click Interactivity Tracking Get a full view of your campaign success BEST PRACTICE: Track all elements in an ad Test Drive Brochure Request More Information Main Click Rotate Not just click – but how did they click – and if they did click – with what intent Also uses video – silent – as less than 5% people turn sound on!!! But 5% is still 4% higher than CTR!

Track everything

Measuring the success – more than the click Key metrics measuring engagement Interaction Rate Interaction Duration Ad Duration Video Duration Video play rate Interaction Rate User initiated positive interactions / impressions Avg. Interaction Duration The average number of seconds the mouse was moving over the ad Avg. Ad Duration Average time the user was exposed to the ad Avg. Video Duration Average time in seconds the video was playing (including auto initiated videos) 12

Challenging Perceptions The changing face of online advertising Deliver content to the user without the need to leave the publisher’s site Work with publisher’s in-page units to draw user’s eye from content to ad Adopt more interactive functionality 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!

THANK YOU www.eyeblaster.com info@eyeblaster.com