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Challenges of online advertising

Client Agency Media Agency Publisher Consumer

Disp lay Sear ch

Ad Networks

Industry Challenges
-

Channel fragmentation Technical complexity

- Consumer ad blindness - Measurement difficulties - Global scope

Creative Agency

Emerg ing

How A Digital Agency Works

agency Agency Publisher Consumer

Disp lay
Media Agency Creative Agency Tuesday Digital - Reach - Impact - Relevancy - Accountability
Ad Networks

Sear ch

Emerg ing

Features and Capabilities

Consolidated Analytics

agency/agency can generate aggregated reports for campaign to compare metrics between the different territories and publishers globally

Centralized campaign monitoring

agency/agency can effectively engage multiple agencies in one campaign anywhere in the world across different geographical territories

Integrated Creative Process

Multiple creative shops can integrally participate in the campaign to localize creative assets and ads

Flexible Campaign Segmentation

2 given campaign segmentations Regional (region, sub-region, country), Regional/Lingual (region, country, language)

Managing Online Campaigns with An AdServing Network

Media Agency will prepare the media plan in excel template or in ACM. Flights status can be planning or published. Each publisher can see media plan once the flights are published by the agency. Creative agency / creative team submits the ad (s) with each respective flight. Publisher will give the creative asset approval online once the ad is submitted online. Publisher can approve or reject.

Agency

Publisher will generate the flight codes and fix the code on its publisher ad server or paste the code directly on the webpage. Agency can see or download their detailed and certified analytics reports at one place of display ads, search ads and mobile ads Media Agencies will also get the contact information in ACM or in excel sheet of those publishers which are Eyeblaster enabled. Agency now can save their time and money. Privacy will be maintained for each agency, media agency, creative agency and publisher.

Types of AD Formats
Ad Formats Samples

Expandable Banner Floating Ad Floating- Expandable Banner EB TV Commercial Break Full Screen Video Home Page Takeover In Stream Messenger Overlay Page Peelback (SONY VAIO) Synchronized Unit (Gillette Sports Champion) Widgets Full-Page Overlay

Rich Media Ad Formats Used by wi-tribe

Ad Format: Expandable Banner with Data Capture wi-tribe 7 Day Free Trial

Ad Format: Polite Banner with Data Capture

Ad Format: Enhanced Standard Banner with Data Capture wi-tribe 7 Day Free Trial

wi-tribe 7 Day Free Trial

Rich Media Ad Formats Used by ZONG

Ad Format: Expandable Banner Zong Mobile Music Channel

Ad Format : Floating Expandable ZONG Super Free Mobile No

Ad Format: Expandable Banner Zong 65 Paisa

Format : Floating Expandable with Video Zong Break time offer

Rich Media Ad Formats Used by

ZONG

Ad Format: Expandable Banner with Video Zong Takeone

Ad Format : TV ZONG Unlimited Free Numbers

Ad Format : Floating Expandable ZONG 50 Paisa

Ad Format : TV ZONG Takeone

Rich Media Ad Formats Used by

ZONG

Ad Format : TV ZONG 65 Paisa

Ad Format : TV ZONG Dial Tune

Ad Format : TV ZONG Yaari Load

Ad Format : TV ZONG Mobile Music Channel

Rich Media Ad Formats Used by ZONG

Ad Format : Expandable Banner (MSN Messenger) ZONG 50 Paisa

Format : Expandable Banner (MSN Messenger) ZONG Takeone

Format : Expandable Banner (MSN Messenger) ZONG 65 Paisa

Rich Media Ad Formats Used by

ZONG

Ad Format : Polite Banner with Video ZONG 65 Paisa

Ad Format : Polite Banner with Video ZONG Unlimited Free Numbers

Ad Format : Polite Banner with Video ZONG Yaari Load

Ad Format : Polite Banner with Video ZONG Takeone

Rich Media Ads Formats

Ad Format : Eyeblaster TV LG

Ad Format : Eyeblaster TV Coca Cola

Ad Format : Eyeblaster TV Hyundai

Ad Format : Eyeblaster TV Pioneer

Rich Media Ads Formats

Ad Format : Full Screen Video Midway HD Interactive Video

Ad Format: Home Page Takeover Samsung

Ad Format : Instream Harry Potter instream

Ad Format : Messenger SIM City

Price models

Traditional display advertising (CPM)

Buy a few million impressions at a fixed cpm price

Performance based advertising (CPC, CPX)

Pay for traffic or sales (leads )only, by using the auction model also more Interactive Digital advertising interesting for publishers Interactive (rich) media, Video

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Video Interactions Tracked: Video Play Video Pause Video Stop Video Replay Audio On Audio Off Percent of Video Viewed Total Video Requests Video Bandwidth Breakdown

Non-Video Interactions Tracked: Panel Expands Panel Contracts Brand Interaction Time/ Average Time of Total Interactions Interactions by Sequence Number Interactions by Type Total Click-throughs Click-through by Name CTR Percentage

Summary Parameters Tracked: Total Interactions Unique Interactions Percentage of Total Interactions Impressions by Date/ Hour Total Impressions Percentage of Total Impressions Total Click-throughs Total CTR Percentage

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just because they

sticks

doesnt mean it

click

Traffic Drivers

Average CTR 0.1%

The wrong approach:
Source: CTR IAB 2008

The end of the Click?

0.5% CTR 2005 0.3% CTR 2006 0.2% CTR 2007

Below 0.1% CTR 2008

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Today

Standard Banner Benchmark

PK Market APAC Region

CTR 0.26 % 0.10%

:: Richer Media Campaigns

Brand Impact & Awareness Brand Interaction & Favorability Direct Response & Acquisition

Creative Goal: Audience Engagement (measured by: Clickthru /interaction Rate)

Brand Advocacy & Endorsement

Instant Play Video Ads UserInitiated Video or Rich Media Ads Custom Site Ads

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:: Richer Media Campaigns

Brand Impact & Awareness Brand Interaction & Favorability Direct Response & Acquisition

Creative Goal: Audience Interaction (measured by: Interaction Rate & Time)

Brand Advocacy & Endorsement

Instant Play Video Ads UserInitiated Video or Rich Media Ads Custom Site Ads

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:: Richer Media Campaigns

Brand Impact & Awareness Brand Interaction & Favorability Direct Response & Acquisition

Creative Goal: Audience Reward (measured by: Custom Reward Rate)

Brand Advocacy & Endorsement

Instant Play Video Ads UserInitiated Video or Rich Media Ads Custom Site Ads

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:: Richer Media Campaigns

Brand Impact & Awareness Brand Interaction & Favorability Direct Response & Acquisition

Creative Goal: Brand Endorsement (measured by: Download/Viral Rate)

Brand Advocacy & Endorsement

Instant Play Video Ads UserInitiated Video or Rich Media Ads Custom Site Ads

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Push Strategy Smart Ads

Source: Eyeblaster Benchmarks Pakistan 2008 Average

Average Interaction rate 29.87%

Rich Media Benchmark

What are users doing?

CTR 1.43 % APAC Region 1.17 % PK Market

IR 29.87 % 13.85 %

Dwell Time Benchmark

dwell is the average number time of

a user engaged with an a user engaged with an ad ad

second s

Dwell Time Benchmark

44.4 1

Seconds PK Market