Planning your rich media campaign
March, 2008
Campaign Life cycle
•
Establish metric related goals
•
Creative considerations
PLANNING
•
Historical data
MEDIA PLAN IS READY
•
What to track? What to analyze?
CAMAPIGN is LIVE
•
Define thresholds and monitor
•
Analyze
• Quality of reach
• Site overlap
• Reach and frequency
• ROI
• Users behaviour
• Cross channel
•
Take the leanings and make your next
campaign even better!!
CAMPAIGN BRIEF
POST CAMAPAIGN
Campaign’s Brief: Establish metric related goals
Campaign’s Brief: Identify metrics goals
What metrics to use to evaluate your campaign?

What is the purpose of your campaign:

Take users to a website? CTR

Keep users engaged? Engagement metrics
o
o
o
Many interaction: Interaction rate, interaction duration
Expandable: expansion rate, expansion duration
Video: Video started, video duration
Make sure creative knows your metric goal!!
Campaign’s Brief: Identify metrics goals
(CTR) ClickThrough Rate
Interaction
Rate
Interaction
Duration
Video
Start Rate
Video
Played Rate
Full Screen Video Pause/
Started Replay/ Mute Rate
(25%, 50%, 75%, 100%)
Video
Duration
Campaign’s Brief: Identify metrics goals
Definitions
(CTR) ClickThrough Rate
Interaction
Rate
Interaction
Duration
Video
Duration
Total clicks /
impressions
shows how many
people went from
the ad to a
predefined site
Number of positive
user initiated
interactions /
impressions
(Could be more
than 100%)
The average number
of second the mouse
was moving on the ad
Average
number of
seconds the
video played
Video
Start Rate
Video
Played Rate
Full Screen
Started
Video Pause/
Replay/
Mute Rate
(25%, 50%, 75%, 100%)
The number of times From all Videos that
the video started /
were started which
impressions
percentage reached
the 25%, 50%, etc
Count once per video
mark
The number of
videos that were
viewed in full
screen
Number of times
the pause/ replay/
mute button were
pressed
/ impressions
It’s Easy To Inflate The Interaction Rate
Consumer Packaged Goods Example
422%
inflate
Eyeblaster gives
you the precise
and clear picture
61%
38%
12%
Interaction Rate
+ Negative Interactions
Source: Eyeblaster Internal Data
+ Auto Interactions
Which Ad is Better?
You Need to See the Big Picture to Evaluate Effectively
Ad #1
Ad #2

Interaction rate: 120%


Click-thru rate:
0.43%
VS. 

# of interactions in the ad: 20

Interaction rate: 3%
Click-thru rate:
3.17%
# of interactions in the ad: 1
Two Successful Ads, Two Different Purposes
You need to understand the purpose of the ad and
see the entire picture to be able to evaluate
performance
Source: Eyeblaster Internal Data, 1/07
Looking for the Right Measurement
Which measurement would you use to evaluate each ad?
Ad #1
Ad #2
First you must understand the purpose of the ad,
and than you can choose the right measurements
Important measurements for video ads
Definitions
(CTR) ClickThrough Rate
Interaction
Rate
Interaction
Duration
Video
Duration
Total clicks /
impressions
shows how many
people went from
the ad to a
predefined site
Number of positive
user initiated
interactions /
impressions
(Could be more
than 100%)
The average number
of second the mouse
was moving on the ad
Average
number of
seconds the
video played
Video
Start Rate
Video
Played Rate
Full Screen
Started
Video Pause/
Replay/
Mute Rate
(25%, 50%, 75%, 100%)
The number of times From all Videos that
the video started /
were started which
impressions
percentage reached
the 25%, 50%, etc
Count once per video
mark
The number of
videos that were
viewed in full
screen
Number of times the
pause/ replay/ mute
button were pressed
/ impressions
Video Started Rate
Which Ad Would Get A Higher ‘Video Started’ Rate?
(video started/ impressions)
Ad #1
Ad #2
Location of the video and delay in getting to
the video
will influence the ‘started rate’
Important measurements for video ads
Definitions
(CTR) ClickThrough Rate
Interaction
Rate
Interaction
Duration
Total clicks /
impressions
shows how many
people went from
the ad to a
predefined site
Number of positive
user initiated
interactions /
impressions
(Could be more
than 100%)
The average number
of second the mouse
was moving on the
ad
Average
number of
seconds the
video played
Video
Start Rate
Video
Played Rate
Full Screen
Started
Video Pause/
Replay/
Mute Rate
(25%, 50%, 75%, 100%)
The number of times
the video started /
impressions
Count once per
video
From all Videos that
were started which
percentage reached
the 25%, 50%, etc
mark
The number of
videos that were
viewed in full
screen
Video
Duration
Number of times
the pause/ replay/
mute button were
pressed /
impressions
User initiated video have less people watching,
but for a longer time
Average Video
Duration
(sec)
Average
Interaction
Duration
(sec)
Auto initiated
35.25
3.31
User initiated
40.44
3.35
Video Played Rates
Which Video Would Get A Higher ‘50% Video Played Rate’?
Ad #1
Ad #2
The video play progression rate is influenced by
the length of the ad and how the video closes
How far do viewers go?
100%
90%
80%
70%
60%
50%
91%
82%
67%
63%
54%
40%
84%
74%
70%
76%
65%
55%
44%
43%
30%
81%
20%
Auto
43%
31%
36%
31%
9%
0%
25% video
played
50% video
played
75% video
played
Gaming
Financial
Total
28%
10%
Entertainmnet
100% video
played
Important measurements for video ads
Definitions
(CTR) ClickThrough Rate
Interaction
Rate
Total clicks /
impressions
shows how many
people went from
the ad to a
predefined site
Number of positive
user initiated
interactions /
impressions
(Could be more
than 100%)
Video
Start Rate
Video
Played Rate
Interaction
Duration
The average
number of second
the mouse was
moving on the ad
Full Screen
Started
(25%, 50%, 75%, 100%)
The number of times From all Videos that
the video started /
were started which
impressions
percentage reached
the 25%, 50%, etc
Count once per video
mark
The number of
videos that were
viewed in full
screen
Video
Duration
Average
number of
seconds the
video played
Video Pause/
Replay/
Mute Rate
Number of times
the pause/ replay/
mute button were
pressed
/ impressions
Make expandable work for you
Expansion
Rate
Expansion
Duration
Make it clear an expansion is anticipated, make it
easy to expand and keep the user busy in the panel
Expandable ads are the best format for ‘site-in-ad’
Two main challenges with expandable ads:
•
Getting the user to expand
•
Getting the users to stay
Campaign is Live: Analyze site overlap
Media is bought based on demographic information, based on
statistical samples (for example Nielson’s tools)
Now you can analyze the actual overlap of your specific campaign
Overlap with two
additional
publisher
Total Unique
impressions
Exclusive Unique
Impressions
Overlap with one
additional
publisher
A
B
C
Campaign is Live: ROI
In order to track ROI of campaign, don’t forget to fill-in these
details during the campaign setup:
 Investment:
 Paying Method (CPM, CPC, CPA, Fixed costs, Bonus)
 Cost Per Unit
 Return:
 If post-click sales tags exist for this campaign, actual
revenue will be calculated
 If counter post-click activity tags exist for this campaign,
make sure to assign a value to the activity
 If the ROI metric is clicks or interactions, make sure to
assign your value to these interactions
Campaign is Live: Users’ behavior
Learn how did your user behavior, what did they like?
Did they interact more than expand or viewed the video?
Which asset/panel/custom interaction was the most popular and
why?
Use conversion tags to understand how your users’ behave, what
is the sequence of ads that is most effective, what type of ads do
they like, etc.
Take the next step in the analysis
Go beyond reach
Basic steps is analyzing reach:

1.2M impressions reached 1M people
Now with the new and unique Eyeblaster metrics we can
ascertain the quality of reach:
Interactors




How many people interacted with the ad
How many people expanded panels
How many people viewed videos
How many people clicked on the ad
Viewers
Expandors
Post Campaign - Take the leanings
and make your next campaign even better!!
Check your media buy:




Compare costs across publishers
Compare performance across publishers
Find out which publisher got you the most exclusive reach
Understand optimal frequency – do you want overlap or not
Next campaign – make sure to copy successful aspects and
take out things that didn’t work
Thank You !