© 2008 Eyeblaster. All rights reserved
Mexico, Julio 2009
Como mejorar el ROI de tus campañas Digitales
Oded Lida GreissDirector de la region Latina, Eyeblaster
© 2008 Eyeblaster. All rights reserved
Agenda
• 1969´s vs. 2012
• Los medios y el consumidor de hoy
• Convergencia de canales
• El camino a la conversión
• Casos prácticos
• Optimización y targeting
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Impresos
TV
Radio
Media - hace 40 años
© 2008 Eyeblaster. All rights reserved
Media Hoy (Datos de 2008)
Newspapers
Magazines
Cinema
Radio
Outdoor
Internet
Broadcast and Cable TV
Standard DisplayClassifieds
Rich Media
Search
Source: Zenith Optimedia (Via AdAge.com)
© 2008 Eyeblaster. All rights reserved
198264k 600$
20098GB16€
X 125,000 más
© 2008 Eyeblaster. All rights reserved
14.4 kbps
20 MB X1388 más!
1995
2009
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Estamos en medio de una revolución
© 2008 Eyeblaster. All rights reserved
Los medios hoy son
interactivos…
© 2008 Eyeblaster. All rights reserved
inmediatos…
© 2008 Eyeblaster. All rights reserved
fragmentados…
© 2008 Eyeblaster. All rights reserved
simultaneos!
© 2008 Eyeblaster. All rights reserved
Saturados(Infoxicacion)
© 2008 Eyeblaster. All rights reserved
¿ Como es el
Consumidor ?
© 2008 Eyeblaster. All rights reserved
El Consumidor
Genera y comparte contenido
© 2008 Eyeblaster. All rights reserved
El Consumidor
Genera y comparte contenido
© 2008 Eyeblaster. All rights reserved
El Consumidor
habla, comenta, responde…
© 2008 Eyeblaster. All rights reserved
Desleal
© 2008 Eyeblaster. All rights reserved
Personaliza
miniusa.comnikeid.nike.com
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
hoy el consumidor tiene
el CONTROL
© 2008 Eyeblaster. All rights reserved
Media mañana (2012+)
Newspapers
Electronic Paper
Magazines
Cinema
Radio
IPTV
Outdoor
Digital Outdoor
MobileSearch
Classifieds
Standard Display
Rich Media InStream
Broadcast and Cable TV
Video Advertising
Text Links
Micro-sites
Blogging
In-Game Ads
Social NetworkingAd-funded apps
User Generated
Pre-Roll
Interactive Video
Digital Product Placement
5 second spot
PodCasting
Ad-funded OS
Portable Media Ads
Mash-UpsWidgets
© 2008 Eyeblaster. All rights reserved
La visión de
Eyeblaster
© 2008 Eyeblaster. All rights reserved
?
Retos de la publicidad Online
Search
Display
Emergentes
Networks
Media Agency
Agéncia Creativa
Retos de la industria
• Fragmentación• Complejidad• Ad-blindness• “infobesidad”
SoporteAgenciaAnunciante
?
?
Consumidor
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Cambiando las reglas del juego
• Cobertura• Impacto• Relevancia• Accountability
Agencia de Medios
Agencia Creativa
Reportes Multicanales
Search
Display
Emergentes
SoporteAgencyAnunciante Consumidor
Networks
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
channelconnect
eyeblaster
© 2008 Eyeblaster. All rights reserved
BUY
Entender el camino a la conversion
RESEARCH
CLICK
Percepcion del Path to Conversion
INTERACT
SEE
Path to Conversion real
© 2008 Eyeblaster. All rights reserved
BUY
Entender el camino a la conversion
RESEARCH
CLICK
Percepcion del Path to Conversion
INTERACT
SEE
No importa que camino ha tomado el usuario para
convertirsabras como ha llegado alli
Path to Conversion real
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Channel Connect for Search
Anunciante</universal_tag>
search compra
afilia
dos
Con el Tag Universal de Eyeblaster solo es necesario un
código
display
Exposicion multi canal
display
Eyeblaster atribuye la conversion al canal
correspondiente
search
afiliados
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Display potencia el search
02/11/2
008
05/11/2
008
08/11/2
008
11/11/2
008
14/11/2
008
17/11/2
008
20/11/2
008
23/11/2
008
26/11/2
008
29/11/2
008
02/12/2
008
05/12/2
008
08/12/2
008
11/12/2
008
14/12/2
008
17/12/2
008
20/12/2
008
23/12/2
008
26/12/2
008
29/12/2
008
01/01/2
009
04/01/2
009
07/01/2
0090
200000400000600000800000
100000012000001400000160000018000002000000
0
100
200
300
400
500
600
Influence of online Display on Clicks of Search campaigns
Impressions of display campaigns Clicks of search campaigns
Impr
essio
ns
Click
s
© 2009 Eyeblaster. All rights reserved
AOL Japan CNN Money - Turner
Fox News.com
Google MSN MX MSNBC Yahoo Yahoo! UK - Internal
Marketing
-20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
13.29%
1.69%
21.91%
29.33%
-13.36%
2.35%
36.24%
27.45%
ROI - Entire Path vs. Last Ad
Analisis de Path to Conversion“How can I see how publishers contribute in the entire path to conversion?”
MTV
© 2009 Eyeblaster. All rights reserved
AOL Japan CNN Money - Turner
Fox News.com
Google MSN MX MSNBC Yahoo Yahoo! UK - Internal
Marketing
-20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
61.57%
91.80%
54.70%
16.91%
65.09%67.59%
24.78%
31.37%
13.29%
1.69%
21.91%
29.33%
-13.36%
2.35%
36.24%
27.45%
ROI - Entire Path vs. Last AdROI (Entire Path)
ROI (Last Ad)
• Path to Conversion by Publisher Report
MTV
Analisis de Path to Conversion
© 2009 Eyeblaster. All rights reserved
Managing Mobile Campaigns – Current Situation
Send media plan to each publisherSend creatives to each publisherSend changes to each publisherGet reports from each publisherConsolidate reportsConsolidate online+mobile
Agency
© 2009 Eyeblaster. All rights reserved
Managing Mobile Campaigns with Eyeblaster
For its client, Eyeblaster will integrate with all necessary mobile ad servers / publishers
Agency
© 2008 Eyeblaster. All rights reserved
QR Smartcodes“ Almost every Japanese phone ships with a
built-in barcode reader that can decode both QR Codes & standard barcodes you find on retail items. ”
quickresponse
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Desde searcha banners a
video Pantalla Completaen el navegador en un juego,
en WebTV o en Exterior,
en el portátil o en mobile
© 2008 Eyeblaster. All rights reserved
¿Como todo esto beneficia el ROI?
• Optimización de la planificación• Targeting
- Geográfico- Según Perfil- Según comportamiento- Contextual
• Control en tiempo real• Optimización de la creatividad
- Automática- Manual
© 2008 Eyeblaster. All rights reserved
Rich Media y Video¿ A donde quierre llegar, hoy ?
© 2008 Eyeblaster. All rights reserved
Constante innovación creativa
Mapas en el Banner
Webcam in banner
Widgets
Mash Up Ads
Desconstrucción
Anuncios sincronizados
HD Video
Video Adhoc
3D
Alpha video
RSS
Video Interactivo
© 2008 Eyeblaster. All rights reserved
Constante innovación creativa
Invent your format Chat en el banner
Upload
HP Take OversTwitter in Ad
Juegos en el banner
Sidekick
Captura de datos
© 2008 Eyeblaster. All rights reserved
El camino a la Conversión
© 2008 Eyeblaster. All rights reserved
0.5%CTR 2005
0.4%CTR 2006
0.3%CTR 2007
<0.2%CTR 2008
CTR 2012?
© 2008 Eyeblaster. All rights reserved
0.18%1 de cada 550 impactos
100.000 usuarios– 55 millones
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Que hay del
99,82% restante
?20%
Ratio de interacción
© 2009 Eyeblaster. All rights reserved
Aprovecha tus recursos
Caso Practico
© 2009 Eyeblaster. All rights reserved
perdido en eldesierto
© 2009 Eyeblaster. All rights reserved
Aprovecha el contenido y enriquece tu anuncio
Modelos
Vídeos
Catálogos
Galería de Imagenes
Banner
Registros
© 2009 Eyeblaster. All rights reserved
Aprovecha el contenido y enriquece tu anuncio
© 2009 Eyeblaster. All rights reserved
Que hemos aprendido del usuario?• Ha pasado 2 minutos en el anuncio• Ha visto 3 modelos• Ha demostrado especial interés en
uno de ellos• Del que se ha descargado un catálogo• Ha enviado un mail a amig@ desde el
anuncio• Sabemos su nombre y correo
• Aprovechemos los datos recopilados!
© 2009 Eyeblaster. All rights reserved
Pepsi - Dear Mr. President
© 2009 Eyeblaster. All rights reserved
Pepsi - Dear Mr. President
© 2009 Eyeblaster. All rights reserved
El corte ingles – Catalogo de jugetes
Promote early sales
Encourage sales through the online catalogue
Increase recognition and traffic to the store
© 2009 Eyeblaster. All rights reserved
El corte ingles – Catalogo de jugetes
© 2009 Eyeblaster. All rights reserved
In-Banner Conversion...
© 2009 Eyeblaster. All rights reserved
El camino hacia la venta
Ver o interactuar con el anuncio
Click en el anuncio
Web
Registro
Confirm
Ver o interactuar con el anuncio
Registro
Confirm
La Conversion en el site Conversion en el banner
Procesomas
simple5 vs 3* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
© 2009 Eyeblaster. All rights reserved
Conversiones en el banner
8x* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
© 2009 Eyeblaster. All rights reserved
Conversion por tipo de formato
* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
5x
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Optimización y targetingClaves para sacarle
el mayor jugo a tus campañas
© 2008 Eyeblaster. All rights reserved
Optimiza según
Ratio de click
Interactividad
Conversión / ROI
© 2009 Eyeblaster. All rights reserved
Haz cambiosen tiempo real
Localización
Incrementa relevancia de elementos
Smart Versioning
Adapta tu mensaje con agilidad y flexibilidad
© 2008 Eyeblaster. All rights reserved
Targeting de los usuarios
Déjàvu Re-targeting Behavioural Sequencing
Durante la campañaAntes de la campaña
1ª imp 2ª imp 3ª impAnuncio
Desconocido
Visitante
Registrado
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
ProverbioOnline
Dímelo y lo olvidaré; enséñame y recordaréimplícame y aprenderé
孔夫子 (551-479 BCE)
Confucio dixit