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

2. 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’

3. 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

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

5. 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

6. 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

7. 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

8. 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

9. ? 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

10. 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!

11. Track everything

12. 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

13. 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!

14. THANK YOU