Livia Vadasz Demistifying the Metrics April 29 2010
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Transcript of Livia Vadasz Demistifying the Metrics April 29 2010
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the metricsdemystify
Livia VadaszMarketing Manager
April 2010
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leech
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panic!
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356060
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trappers burstregisteredblogs + sitesCTR = 1m visits
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collaboration
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the
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5 in every 1,000
2 are wrong audience1 clicked by accident1 doesn’t wait for load= 1 in every 1,000
CPC !!CPM =
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bridgingthe silos
30%
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Difficulty:
changing the train of
thought
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70KMPH
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35FPS
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2.7KMPH
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Teachers / kidsplayful interaction
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makingsense
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You remember:
30% what you see
50% what you see & hear70-90% what you see, hear
& touch
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Adapting the Storyline
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MSN HP Sidekick
2 minutesdwell timefully played video rate
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dwell ratepercentage of impressions
engagedwith by the user
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Global Research
Eyeblaster Dwell Research
of all ads engaged with
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Dwell Rate versus CTR
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dwell timeis the average number of
secondsa user engaged with an ad
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Hewlett Packard: 2008
“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
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consumers show consistently that they
are willingto take time to explore brands
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sizedoes
matter?
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Double the value?
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Take two
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`
`
Measuring the difference
`
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`
Another little secret…
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standard adsneed a little
helping hand
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Location!
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Avatar DVD Release
branding the user environment
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data showsconsumers engage with
desktopadverts for longer
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communicate35%
eMail Instant Messenger
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grass roots infiltration
word-of-mouthis the most powerful form of
advertising
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Adapting the process
Viewing the ad
Clicking on the advert
Arrival at the web page
Start exploring
TrailerView
On-site view throughRegular banner flow (Rich or Standard)
eMail Social Sites
see contentinteract
= mass audience
= deep connection
buzzcreates
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• Twitter activity for VW rose from 5 to 700 per day• Total Facebook VW Fans – 260,000• Total YouTube video views – 87,000
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Vodafone 360
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is the key
understanding
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not all who seetouch
not all who touch
click
Brand not immediate
Response as post-view
Response in situation
Response as search
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Thank you
We’d love to hear your thoughts...
Do you have any questions?
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