© 2008 Eyeblaster. All rights reserved How To Make A Good Impression Presented by: Ross McNab● Sales Director, APAC● 7 th October EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/ /162/ /208/ /227/147 Primary colors Light tint 123/69/26 26/35/7 81/ /100/20 Dark tint

© 2008 Eyeblaster. All rights reserved what are the biggest barriers to online investment?

© 2008 Eyeblaster. All rights reserved

The End of the Click? 0.5% CTR % CTR 2006 Below 0.2% CTR 2007

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What’s driving a decrease in Clicks? 1. Increase in broadband penetration 2. Publisher shifts in objectives and measurement 3. Shift in creative strategy All lead to a Decrease in Click Rate

© 2008 Eyeblaster. All rights reserved Pull Strategy – Traffic Drivers Advertisers website Average CTR 0.2% Source: CTR – IAB Australia Average 2007 The “wrong” approach: “What new format or feature can you recommend that will get me the best click-thru rates?”

© 2008 Eyeblaster. All rights reserved Push Strategy – Smart Ads Average Interaction rate 7% Advertisers website Source: Eyeblaster Benchmarks Australia 2007 Average

© 2008 Eyeblaster. All rights reserved 2002 Eyeblaster launches the Floating Ad in APAC How did it all start?

© 2008 Eyeblaster. All rights reserved Goodbye intrusive, Hello user initiated Intrusive Advertising User Initiated

© 2008 Eyeblaster. All rights reserved Polite :: Dynamic Data :: Expandable :: Synchronised Pushing content to the viewer

© 2008 Eyeblaster. All rights reserved Re-purposed -> Custom -> Mini-site depth - > High Def Using video to achieve impact

© 2008 Eyeblaster. All rights reserved Big ticket executions

© 2008 Eyeblaster. All rights reserved Widget ads What’s next?

© 2008 Eyeblaster. All rights reserved Mashup Ads Any content from the web into your ads

© 2008 Eyeblaster. All rights reserved User interactions determine which ad is shown next in sequence Encourage user through the decision making cycle Unlimited creative ‘paths’ help improve conversion rates Targeting creative during campaign 1 st imp 2 nd imp 3 rd imp Behavioral Sequencing

© 2008 Eyeblaster. All rights reserved A case study from EU Tobacco Behavioral Sequencing

© 2008 Eyeblaster. All rights reserved Success is more than the click Engagement Brand Impact Interaction Interaction Rate Interaction Duration Video Duration Conversion Impact on conversion rates Combined impact of Display and Search Bridging the silos

© 2008 Eyeblaster. All rights reserved Source: Dynamic Logic MarketNorms Q Standard Banners Rich Media Rich/Video % Lift Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent Add video for enhanced results < back < back Rich Media builds brand

© 2008 Eyeblaster. All rights reserved Rich media ads convert better FormatConversion Standard Banner0.70% Rich Media1.08% Expandable Banner1.60% Polite Banner0.87% Compared to standard banners, expandable banners more than doubles conversion rate

© 2008 Eyeblaster. All rights reserved The associated impact of rich media 98% percent of conversion paths were rich media based RM: 82% SB: 18% RM: 98% SB: 2% 74% of total impressions were RM impressions 82% percent of conversions were rich media based Rich Media’s halo effect: SB conversion happens due to the rich media path Conversion

© 2008 Eyeblaster. All rights reserved Drive Traffic Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions) 7x Display Only; 3x Search Only Lift in Site Visits

© 2008 Eyeblaster. All rights reserved Lift Site Engagement Sources: Yahoo!/Comscore Research Online, Buy Offline study, 2007; Yahoo!/Comscore Close the Loop study, 2006

© 2008 Eyeblaster. All rights reserved More Sales Sources: Yahoo!/Comscore Research Online, Buy Offline study, 2007; Yahoo!/Comscore Close the Loop study, 2006 Increases in average order size Display onlySearch onlySearch & Display

© 2008 Eyeblaster. All rights reserved Increase Brand Performance Source: My Travel case study – UK, December 2007 Increase in brand term searches when exposed to branded display campaign

© 2008 Eyeblaster. All rights reserved Bridging The Silos X X Y Y © 2008 Eyeblaster. All rights reserved

Bridging The Silos © 2008 Eyeblaster. All rights reserved z z

Channel Connect For Search

© 2008 Eyeblaster. All rights reserved A Bridge between the Silos

© 2008 Eyeblaster. All rights reserved When Search and Display are tracked separately When Search and Display are tracked together One Tracking System Cross-channel exposure display search One purchase Accurate Conversion Data (de-duplication)

© 2008 Eyeblaster. All rights reserved One Reporting System Cross-Channel Overview Search & Display — All in One Place Explore the Touch-Points between Channels Consolidate Your Search & Display Data

© 2008 Eyeblaster. All rights reserved Better Decision Making Insight into Publisher Contribution $ % 20% 50% 33.33% $170 Conversion Analysis by Publisher (Entire Path) Conversion Analysis by Publisher (Last Ad) ConversionRevenue AD 1 (Last Viewed)AD 2AD3AD4AD5 Conversion 1100GoogleCNNWeather.comYouTube Yahoo Search Conversion 2100GoogleCNN Conversion 3100GoogleCNNGoogle Conversion 4100Weather.comYouTubeCNN Yahoo Search Conversion 5100Yahoo SearchWeather.comGoogle 33.33% Identify which Publisher provides the greatest impact

© 2008 Eyeblaster. All rights reserved Better Decision Making Prove Cross-Channel Strategies Determine Cross-Channel Synergies Understand user behavior through the most common paths

© 2008 Eyeblaster. All rights reserved Ease of Use Dart Search Atlas Search Freedom of ChoiceForced to use one SEM tool Eyeblaster Search

© 2008 Eyeblaster. All rights reserved Challenging perceptions Deliver content to the viewer without leaving the publisher’s site Adopt more interactive functionality with video Don’t trust click-thru as a way of justifying campaign success Find metrics to measure campaign success - Branding to Interaction Consider cross channel impact of Display and Search activity Justify a campaign with 0% click rate

© 2008 Eyeblaster. All rights reserved Creative Zone