Presentacion Publicidad Digital Automocion Eyeblaster Junio2010

Dean Donaldson Director of Digital Experience June 2010

Atrapando la audiencia de automóviles Aplicación estratégica de la tecnología digital

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widest

reach Š 2009 Eyeblaster. All rights reserved

Conducci贸n asistida

abs

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Autonomous Driving “Mira, sin manos!”

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El maĂąana hoy

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testing

time Š 2009 Eyeblaster. All rights reserved

20 billion impressions 38 million clicks 8 million hours Š 2009 Eyeblaster. All rights reserved

Comprando automóviles

28% 14% 12% .

current car nonfunctional/non-existent

better fuel efficiency

change of circumstances

9%

8%

4%

wanted another vehicle

latest feature

better financing

‘The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC © 2009 Eyeblaster. All rights reserved

Internet use for auto research

74%

74%

77%

80% 73%

74%

64%

61%

AU

DE

ES

FR

IT

JP

NL

NZ

UK

‘Percentage of auto buyers who used on as a significant source of research The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC © 2009 Eyeblaster. All rights reserved

US

84%

82% 82%

78% 82% 75% 74%

AR

71% 70%

BR

MX

69%

PO

CN

IN

RU

Primary resource for information 24x 12x

47%

8x 27%

12%

Internet

Dealerships

Friends and Family

6%

5%

3%

Magazines

Newpaper

Private Seller

‘Percentage of global auto buyers who used as primary source of information The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC Š 2009 Eyeblaster. All rights reserved

2% Television

Selling cars has changed

• Online is the first 'test drive' • Website is the center point for communication (not dealers)

• Social media has increased the importance of peer recommendation

Customer preference is defined

before the showroom © 2009 Eyeblaster. All rights reserved

Technology Applied Social Media Content Direct Response Campaign

Search Campaign

Brand Campaign

Other Marketing Website

Brand Message Š 2009 Eyeblaster. All rights reserved

The technology you use, makes a difference on how effective you engage consumers

La tecnología que usas, hace la

diferencia En qué tan efectivo conectas con los

consumidores © 2009 Eyeblaster. All rights reserved

If I asked people what they wanted, I‟d have built them a faster horse

If I asked people what they wanted, I‟d have built them a faster horse Henry Ford

© 2009 Eyeblaster. All rights reserved

Addressing Online Potential

Smart Versioning and Sequencing extended purchase cycles

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Rich Media Sequencing messages that move metal

Smart Versioning/ MediaMind meeting the needs of dealers

Los ciclos de compra han

cambiado drasticamente en los

últimos años © 2009 Eyeblaster. All rights reserved

Consumer Purchasing Habits • About 90 days in total length

• Nearly 11.5 days spent actively researching

• An average of 4 makes are considered

• About 60% are going to switch from their incumbent car

Relevant and Continuous Messaging © 2009 Eyeblaster. All rights reserved

Conversion Rate by Placement 1.0% 0.9% 0.8%

Conversion Rate

0.7%

0.6%

Relevancy

0.5% 0.4% 0.3% Average

0.2% 0.1% 0.0% Technology

Mail

Entertainment

Social Network

Maps

Sport

Lifestyle

Other

News

Home Page

Health and Beauty

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Instant Messaging

Music

Finance

Weather

Travel

Auto

Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide.

Consumer‟s Want Information

Coupe • • • • •

SUV

Searching for information Visiting your site Interacting with ads Responding to other offers Interacting social content

© 2009 Eyeblaster. All rights reserved

Family

Sedan

Data Synched Creative

Coupe

SUV

Family

Sedan

• Target by previous campaign/search performance • Retarget by website visits • Target by geography • Retarget on interaction with other marketing efforts © 2009 Eyeblaster. All rights reserved

Worst mistake modern marketers can make is let customers slip off radar

El peor error

que los anunciantes de autom贸viles pueden cometer en el

de hoy es no mantener a los clientes en el radar marketing

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The Power of Tagging

harnessTargeting

Optimization

the power of

actionable

data

Segmentation Š 2010 Eyeblaster. All rights reserved.

Tag Placement

Marketing Programs

Website • Campaign landing

• •

pages Unfinished lead forms Homepage visits

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• • • •

Email campaigns Social media feeds Fan pages Search results

Previous Campaigns

• • • •

Interactions Video plays Impressions Dwell

Automatic Success Driver Average Conversion Rates (6 months) 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 1

5

9

Auto-Optimized Campaign Conversion Rate Š 2009 Eyeblaster. All rights reserved

13 Weeks

17

21

25

Manually Optimized Campaign Conversion Rate

Optimization and Conversion Rate 0.6%

0.5%

Conversion Rate

0.4%

0.3%

0.2%

0.1%

0.0% Automatic Optimization

Even Distribution

Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide. Š 2009 Eyeblaster. All rights reserved

Time-based

Weighted

Segmentation of Digital Audiences media plan

engaged with marketing

interacted with an ad

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visited the website

not engaged with marketing

never seen an offer

not responded to previous offer

70MPH Š 2009 Eyeblaster. All rights reserved

interacci贸n 30% lo que ves

50% lo que ves & escuchas

70-90% lo que ves, escuchas

& tocas

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Targeting and Retargeting never seen offer

Version A

seen a previous offer

Version B

engaged with ads

Version C

visited the web

Version D

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Combining Metrics Search Data

Other Marketing Campaigns

Campaign Data

Website data

• Measure search results and display results in the same view • Input other channels analysis for better synergy • Company KPI goals sit side by side with the results of the interest driven from the campaign

© 2009 Eyeblaster. All rights reserved

Data Un‟silo‟ed Display Campaigns Effect on Search 800000

3000

700000

2500

600000 2000

500000 400000

1500

300000

Total Conversions Number of Searches

1000

200000 500

100000 0

0

Week 1 Week 2 Week 3 Week 4

Search Campaign Begins © 2009 Eyeblaster. All rights reserved

Week 5 Week 6 Week 7 Week 8

Display Campaign Begins

Rich Media Campaign Begins

Display Impressions

consumidor comod贸n 漏 2008 Eyeblaster. All rights reserved

The lingering effect of display

optimization? up to 3 week delay on search

Display causes brand recall in search at the Consumerâ€&#x;s convenience

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mensajes Que mueven Š 2009 Eyeblaster. All rights reserved

metal

Better Lived Together

tracking offline a través

del móvil © 2008 Eyeblaster. All rights reserved

c贸mo atraer la

atenci贸n del usuario 漏 2009 Eyeblaster. All rights reserved

perdidos en el

desierto

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Porsche Panamera

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User Response Conversion Rate

Click Rate 0.5%

0.4%

0.4%

Conversion Rate

Click Through Rate

0.3%

0.2%

0.3%

0.2%

0.1% 0.1%

0.0%

0.0% Standard Banner

Rich Media

Standard Banner

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Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide.

Rich Media

Interactive Video

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Campaign Booster Performance of Rich Media with and without Video 9%

Dwell Rate

60

Dwell Time

8% 50

7% 6%

40

5% 30

4% 3%

20

2% 10

1% 0%

0

No Video

Video

No Video

Video

Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Worldwide.

Adding video to Rich Media nearly doubles Dwell Time, and increases Dwell Rate by 29% Š 2009 Eyeblaster. All rights reserved

HD Video Ads HD Video Performance

Attention

Retention

Dwell Rate

Video Fully Played Rate

12%

60%

10%

50%

8%

40%

6%

30%

4%

20%

2%

10%

0%

0%

Other

HD Video

Other

Source: Eyeblaster Research. Data: Q4 2008 to Q3 2009, Worldwide.

HD increases attention and retention by ~17%

Š 2009 Eyeblaster. All rights reserved

HD Video

Tráfico al site

Un alto Dwell aumenta el tráfico al site © 2010 Eyeblaster. All rights reserved

© 2009 Eyeblaster. All rights reserved

Brand Related Search

Un alto Dwell aumenta las búsquedas relacionadas con la marca © 2010 Eyeblaster. All rights reserved

© 2009 Eyeblaster. All rights reserved

The Impact of Dwell Conversions Rate

Dwell Rate Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009. Worldwide

Higher Dwell Rate is linked to higher Conversion Rate

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Brand Engagement

Alto Dwell más búsquedas más page views más tiempo en el site © 2010 Eyeblaster. All rights reserved

© 2009 Eyeblaster. All rights reserved

High dwell leads to high conversion

un alto dwell

lleva a un alto ratio de conversi贸n 漏 2009 Eyeblaster. All rights reserved

What keeps messages relevant

quĂŠ es lo que mantiene tu mensaje

relevante Š 2009 Eyeblaster. All rights reserved

contextual

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Time spent online

The rise of personalized messaging

Direct to Consumer

Mass Messaging

Consumer knowledge about products Š 2009 Eyeblaster. All rights reserved

D2C Messaging Toolset

Media Plan

Smart Versioning

Conversion Tagging

Direct to Consumer

Sequencing

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Retargeting

construyendo una estrategia para el ciclo de compra Š 2009 Eyeblaster. All rights reserved

Consumer Stages of Purchase • Automotive purchase stages Inspiration

Exploration

• At each stage there is need that must be met

• Micro-messaging to individual stages Research

Comparison

Increases relevancy of the product Consumer 'chooses' the message by the their previous actions

Personalization

Experience

Locate

Purchase

2009 Volkswagen Study ‟13 Behaviors of Purchase and Ownership „

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Consumer Life Cycle (CLC) Expensive



1. Points of measurement?

2. Technology insertions?

awareness

Display Advertising



Cost Effective

retention

Brand Advocacy Retargeting of user to up-sell Encourage recommendation via Widgets

Microsite Advertising consideration

“attract

In situ on site within Banner External link by Click

convert

CPC / CPE

retain” CPA / ROI

purchase

Commitment Process In situ on site within Banner Client site / Reseller Site Offline in-Store © 2008 Eyeblaster. All rights reserved

Dwell Time

Rich Media / Standard Display Video InBanner / InStream InGame

evaluation

Search Advertising Independent Research Rating Mechanisms

Influencing the right buying decision User D- Financing offer

User C- Drive to „demo‟ the product

User B- Offer more information

User A – Awareness

© 2009 Eyeblaster. All rights reserved

Word of Mouth is most powerful form of advertising

word-of-mouth la forma mĂĄs poderosa de

publicidad Š 2008 Eyeblaster. All rights reserved

2.0

web Š 2008 Eyeblaster. All rights reserved

Š 2008 Eyeblaster. All rights reserved

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Adapting the process On-site view through Regular banner flow (Rich or Standard)

Viewing the ad

see content

= mass audience

interact

= deep connection

Clicking on the advert

Arrival at the web page

Start exploring Trailer View

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creates

buzz

eMail

Social Sites

Twitter

• • • •

1% YoY uplift in site visits Twitter activity for VW rose from 5 to 700 per day Total Facebook VW Fans – 260,000 Total YouTube video views – 87,000

© 2008 Eyeblaster. All rights reserved

Š 2009 Eyeblaster. All rights reserved

Gestionando Distribuidores

Prices

Locations Š 2009 Eyeblaster. All rights reserved

Adaptando al mensaje por la ubicaci贸n del distribuidor

Dynamic Insertion

Dynamic Insertion

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Gestionando los detalles

Free 3/yr service SUV €5,000 off model

Barcelona Free 10k/mi service Coupe Typical 0% APR Free 10k service Sedan 0% APR

Spain Madrid

Cash Back Coupe No interest for 3 yrs Free 3/yr service

Ad

Sevilla

SUV €3,000 off model

Sedan France

Coupe

•

Manage templates for dynamic insertion

• •

Assist in set-up strategy

Convertible SUV UK

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Sedan Coupe

Monitor campaign for potential errors (before they happen)

Certified Pre-Owned

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Mercedes Connect

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In-Banner Conversions

Impact drives Conversions

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved

In-Banner Conversions

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved

Summarising recommendations

Continuous messaging

Increasing message relevance

Addressing dealer complexities

Smart Versioning and Sequencing

Rich Media Sequencing

Smart Versioning/ Global Service

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Integrating Campaigns Social Media Content Dealer Traffic Campaign

Search Campaign

Tier 1 Brand Campaign

Other Digital Content Website

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Next Steps- Test Campaign Q1

Q2

Q3 New Model Launch

Tier 1 Brand Spring sales event 90 days

Q4

90 days

Summer blowout 90 days

Holiday Promotion 90 days

MediaMind driven campaign

• • • •

Create one funnel driven campaign with tiered messaging strategy Rotate brand and DR messages in based on user previous actions Integrate search campaign data for retargeting Optimize based desired result (driving traffic, downloads, etc)

© 2009 Eyeblaster. All rights reserved

90 da

tan s贸lo estamos

calentando motores

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Más información

mediamind.eyeblaster.com email: dean.donaldson@eyeblaster.com info.deandonaldson.com @eyeblaster @creative_zone © 2009 2010 Eyeblaster. All rights reserved