1. The Art of Rich rules to boost effective rich media
Keith Aylmore | Creative Sales Engineer March 2011

2. 35 offices covering 55 countries
MediaMind Global team
1H 2010 revenue by geography
Latin America 4%
London
APAC 15%
New York
EMEA 52%
Tel Aviv
North America 29%
Sydney
Our robust technology coupled with global coverage
We offer local sales and support on the ground in __ offices covering __ countries
We offer a unique global solution for global brands
We are disproportionally exposed to fast growing markets
our service on the ground is a key differentiator vs. hands-off preference of Google and Microsoft
35 offices covering 55 countries

3. Agenda rule #1: content & format harmony rule #2: grab attention
rule #3: a targeted message
rule #4: make them dwell

4. 5/2/ :49 AM #1
content & format harmony

5. Support for your creativity
24hr support
on-site training
bespoke templates
certification
dedicated support contact
strategic advice
Dedicated Global Support

7. 1. MediaMind case studies: Ad formats and features, what really works
2. MediaMind research: Studies on trends and best practice
3. Creative best practice: format and build advice 1-2-1
4. MediaMind tools: NEW Planning and buying tool

9. Cannes – Gold CyberLion One Show Awards 2008 – Gold Creative Review Annual – Best of 2008

10. #2
grab a users attention

11. Four easy ways to grab users attention
Creative Engagement points
3D Menus
Sync Banner placements
Mousetracker

12. Making production easier with ‘Blocks’

14. MediaMind Blocks | Easy Access

15. MediaMind Blocks

16. #3
create a targeted message

17. 5/2/ :49 AM
campaign of the month
Agency Comment
Phil Wilce, associate creative director, Agency Republic Shock tactics to persuade people to stop smoking are having a diminishing effect, particularly among parents in routine and manual occupations. So our campaign for the DoH featured the fears of real children, rather than actors. And we created a first: a series of films that surrounded our audience over 48 hours all over the internet.
We used four children in the ads to increase intrigue, while genre-specific ads were created to increase salience and cut-through within the environment in which the ad was seen. The work ran alongside an above-the-line campaign, so our solution to use rich-media video with bespoke targeting to deliver a strong, impactful message meant we offered a fully integrated message.
Client’s comment
Harry Davies, senior digital marketing manager, COI Agency Republic worked with i-level to come up with an innovative creative solution. A powerful use of video in rich-media ads combined with a surround media strategy created an unavoidable campaign message for smokers.
We were amazed by the interaction rates and feel the campaign highlights the potential of online media to drive behaviour change. By reinforcing motivation, we’re encouraging smokers to quit for good. The results show Agency Republic has produced the most successful digital campaign to do that.

19. Personalised pleas to parents to quit .. Four Characters …
Dylan
Mollie
Cillian
Portae
Creative Zone Demo

20. 1 2 4 3 Placement Specific Versions.. .. ..unless ..
..Five phases of message ..
Placement Specific Versions.. .. 1 4 2 3
Generic
News
Hotmail
Gossip
Sport
..unless ..
Creative Zone Demo

22. Creative Zone Demo

23. Behavioural & Data Capture Google Map API Contextual Ads
Smart V
Time
Geo targeting
Behavioural & Data Capture
Google Map API
Contextual Ads
EU Tobacco: 93% of interactors saw second sequenced advert
Those who saw second advert were positively inclined towards click thru

24. Smart Versioning – Dynamic Content
Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plug-in
In Flash developers can automatically scan existing ads or ads built from scratch to make any element dynamic in rich and standard Ads:
Smart Text 1
Text Attributes
Images
Video
Sound
Flash
Variables
Smart Text 2

25. Smart Versioning Pro Targeting Re-targeting Optimisation
To geo-location
To publisher keyword
To demographics
Targeting
To site visits
To ad engagement
To ad exposure
Re-targeting
By click/conversion
By engagement
By geo-location
By demographics
By publisher keyword
Optimisation
Stock vector File #:

26. #4
keep users engaged
I believe you can build brand in a digital world – and potentially more so here’s why
Branding is about changing perceptions.
People learn by repetition and more so when linked to an emotional connection
Teachers don’t just talk or show videos, they get you to write things down, get you to talk about it in groups – they get you involved… Strikes deeper connections… that is what helps you remember

27. Formats – Video Extender

28. fully played video rate
Formats - Sidekick
2 minutes
dwell time
70%
fully played video rate
Run microsite content adjacent to site content
Unintrusive – only appears after deliberate interaction
On average, users have spent well over 100 seconds interacting with the format

29. Features - 3D
“Amazing execution. Clear calls to action and love the 3D effects. Have not seen an ad unit like this before. Hats off Eyeblaster and kudos to Goodby,. Is there anything you can not do?”
Digital Design Professional
2 min
So where are we now? Well following on from what we have learned in 2004 for SE P900i advert, this is ad for this year. Similar concept in terms of content on site, but in a way which is interesting for user to be involved with.
What is amazing is the average Dwell time was 2 minutes!!! 4x that of a TV advert!!!
Am amazing achievement to get users to stop what they were doing and immerse themselves in a brand experience for 2 minutes… If everthere was evidence for online effectiveness, this should be at the top of all the award tables!!!

30. Content – Simplicity ‘Push the button’
875694

31. Content – Impact of Video
Performance of Rich Media with and without Video
Dwell Time
Dwell Rate
+25% X2
A close look at the results of billions of impressions served by Eyeblaster in the past year shows why video makes such a superb advertising tool. Adding video to a Rich Media ad doubles the amount of time that the average user spends with it, as measured by Dwell Time. In addition, users are more likely to engage with an ad in the first place, as evident from the higher Dwell Time. Interactivity is a key component of online advertising measurement; evidence here shows that consumers are more willing to both engage and maintain interest in the brand’s message, when ads contain video.
Online video is also a smart financial choice. Video costs on average 20% more than non-video rich media. The benefit is 25% incremental increase in Dwell Time and 100% incremental increase in Dwell Rate. That yields 200% return on investment on video, as compared to non-video Rich Media.
Source: Mediamind Research. Data: Q to Q3 2009, Worldwide.
Adding video to Rich Media doubles Dwell Time, and increases Dwell Rate by 25%.

32. Content – HD, Interactive video & games
Appears on the webpage as a regular banner.
Expands to provide a full screen cinema-like experience.
Provides a highly impactful experience for a self-selected group.

33. Case Study: Pepsi
14%
The key aspect was the messages distributed online contained the people to connect where they were…
In this case, via a web cam, directly within the banner itself – that submitted direct to YouTube.
People exposed to messages could get involved without leaving where they are. And it worked.
When looking at the number of videos submitted to YouTube - 14% did so through the banner!

34. +69% High Dwell increases site traffic by The impact of Dwell
Furthermore, campaigns with low Dwell increased advertisers’ site traffic by 10%, as compared to the control group, while campaigns with high Dwell increased site traffic by 17%. This is an incremental change of 69% between campaigns with low Dwell and campaigns with high Dwell.
© 2010 Eyeblaster. All rights reserved

35. The Impact of Dwell
Conversions Rate
Dwell Rate
The chart above describes the link between Dwell Rate and Conversion Rate. For the purpose of this analysis, Eyeblaster Research analyzed the results of over 13 thousand ads and 13 billion Rich Media impressions served between Q and Q Ads were divided into buckets according to their Dwell Rate, and for each bucket the average Conversion Rate was calculated.
The results clearly establish that there is a link between Dwell Rate and Conversion Rate. On average, higher Dwell Rate yields higher Conversion Rate. Thus, interactive ads that attract users to touch and play with them will generate interest, and ultimately higher Conversion Rate.
Conversion Rate is only one measure to validate Dwell. The aim of Dwell is not necessarily to generate conversions, but for branding. Nevertheless, these results confirm the effectiveness of Dwell—users who Dwell on ads and are allured by the creative are more likely to convert.
Source: Eyeblaster Research. Data: Q to Q Worldwide
Higher Dwell Rate is linked to higher Conversion Rate

36. On-site view through Regular banner flow (Rich or Standard)
Adapting the process
On-site view through Regular banner flow (Rich or Standard)
see content
interact
Viewing the ad
Clicking on the advert
Arrival at the
web page
Start exploring
Trailer
View
forward-to-friend
tear-and-share
buzz
creates
Work on site = larger volume of people seeing
Interactivity will drive home brand recall
Encourage them to share with friends – EARNED media
ALL ADS SHOULD DRIVE BUZZ!!!!
Social Sites

37. Windows Live Sharing Most successful ad placement
IM banner achieves best performance
Physically share content
Virally seed banner to Buddy List through Windows Live
Track everything!
Eyeblaster Analytics can track every singe interaction and follow seed.
back

38. keith.aylmore@mediamind.com @kad2012 +44 7787 408 147 @mediamind_chat
@creative_zone