Technology with big data, targeting, retargeting and all the 3 letter words like KPI, CPL, CTR, etc. are really important when we are talking about performance. All of these are also important when we have to prepare the report about our campaign, even if we are sitting on agency side or client side. But who is more important? Who plans the journey? Or who will use it? What our customers „take home” after meeting our campaign? The content! Creativity drives engagement which converts into performance. That is what we call performance based rich media.

1. Creativity WE LOVE
can transform ENGAGEMENT
into PERFORMANCE
Digital Day 2016, Belgrade, May 25, 2016
Katalin Gecs, Managing Director Hungary 2016 Experience TEN I ten.media

3. PERFORMANCE MATTERS! BUT HOW?
DEFINE THE GOALS
AND KPI’S
EFFICIENCY
MEASUREMENTS
SUPPORT IT WITH
PREMIUM AND
INTERACTIVE
CONTENT
MEASURE
EVERYTHING BUT
USE WHAT IS
RELEVANT
GOOD
BETTER
BEST
PERFORMANCE CONVERSION

4. conversion
kənˈvəːʃ(ə)n/
noun
noun: conversion; noun: conversion rate; plural noun: conversion rates
1. “The point at which a recipient of a marketing message performs a desired
action.”
2. In other words, conversion is simply getting someone to respond to your
call-to-action.
That’s where the ENGAGEMENT starts!

5. Why WE LOVE ENGAGEMENT?

6. Converting Passive Ads into Active Engagement Ads
in line with ancient Chinese proverb
Source: Brian Kieser, Active Engagement @ resonate.me

7. Source:Google & Ad Age survey “Brand Engagement In the Participation Age”
How we can translate it into our digital world?
A recent YouTube Insights research study says:
“Consumers engage with brands that share their passions and interests, and
when the engagement is really strong they become fans.
We consider fans to be a brand’s most powerful customers; they’re
advocates who are also likely to purchase with regularity.”

8. ...today’s consumers are actively engaged with brands, and
that engaged consumers buy more
Source:Google & Ad Age survey “Brand Engagement In the Participation Age”

9. Source:IndependentresearchUndertone&IPSOS
Full-screeninteractiveadsdelivered40%
higheroveralllikeabilityofthead
experienceand35%higherbrandaffinity
thanstandarddisplay.
Full-screeninteractiveadswere78%more
likelythanstandarddisplaytomake
consumerswanttolearnmoreabout
product/brand.
...creative execution and formats are able to drive likeability

10. Source:IndependentresearchUndertone&IPSOS
...interactive, full screen solutions can make the action
Highimpactadsweremorelikelytodrivesocial
sharingandconsumeractionsbeyondtheadclick.
Fullscreeninteractivesolutions weremost
successfulatimprovingsocialnetworksharing,
personalrecommendationandshoppingbehaviours.

11. Source:IndependentresearchUndertone&IPSOS
...high impact delivers better emotional response, the key
driver of decision making
Full-screentakeoveradswere61%morelikelytobe
sharedonsocialnetworksand58%morelikelyto
elicitpersonalrecomendationthanstandarddisplay.
Large-canvasdisplayadsweremoreeffectiveat
drivingpersonalrecommendationsthansocial
networksharingand49%morelikelytodrive
personalrecommendationsthanstandarddisplay
ads.

12. engagement vs. conversion
High impact digital advertising has a power to influence consumer attitudes and
behaviours towards brands and their products.
"Repeated interactions that strengthen the emotional, psychological or
physical investment a customer has in a brand".
Source:InterviewRichardSedley
But why do a customers INVEST in a brand?

13. Brand Adding
Value to
Audience
Engagement ads should capture and keep the attention of consumer.
Consumers are spending more time with ads requiring active consumption through
interactions.
Helps me
do my job
or live my
life
Helps me
develop or
learn
Makes me
look good
Entertains
me!
Helps me
select and
use
product

14. Transform ENGAGEMENT to PERFORMANCE
Time spent with the brand is a mix of creative elements carefully crafted together.
TEASER
INVITATION AD
ENGAGEMENT
FULL SCREEN CANVAS
ACTION
TRAFFIC TO LANDING PAGE
Time Spent With The Brand

15. FMCG
Portfolio campaign
with ambasador video
testemonial
• PREMIUM CATEGORY
• IMAGE COMMUNICATION
• PRODUCT LAUNCH
• EDUCATION
GOALS
• DWELL TIME
• INTERACTIONS
• SECONDARY CTs TO
WEBSHOP LANDING PAGES
L’Occitane

16. •
•
•
•
• Termékminta regisztráció
Biotherm
FMCG
Product line campaign
with integrated web
shop and sample
registration
• PREMIUM CATEGORY
• IMAGE COMMUNICATION
• PRODUCT LAUNCH
• PRODUCT TRIAL
• DIRECT PURCHASE IN WEB
SHOP
GOALS
• DWELL TIME
• INTERACTIONS
• REGISTRATION FOR SAMPLE
• ONLINE PURCHASE

17. • OTC kategória
• Imidzs kommunikáció
• Aktiválás/bevonás
• Online promóció
• Dwell time
• Regisztráció
• Hírlevél feliratkozás
Pharmaton
•
•
•
•
• Termékminta regisztráció
PHARMACY
Product promotion
with game
• OTC CATEGORY
• IMAGE COMMUNICATION
• ACTIVATION THROUGH
GAME AND PWG
• DATABASE BUILDING
GOALS
• DWELL TIME
• JOIN TO THE WINNING GAME
• NEWSLETTER SUBSCRIPTION

18. •
•
•
•
• Dwell time
• Edukáció
Kia
•
•
•
•
• Termékminta regisztráció
AUTOMOTIVE
Product promotion
engaging video content
• MULTIVIDEO CONTENT
DISTRIBUTION
• IMAGE COMMUNICATION
• PRODUCT INTRODUCTION
GOALS
• DWELL TIME
• CT TO WEBSITE
• INTERACTIVE CREATIVE

19. •
•
•
•
• Dwell time
• Edukáció
Sony
•
•
•
•
• Termékminta regisztráció
CE/TELEKOM
Product introduction
through ambasador
storytelling
• MOBILE SEGMENT
• IMAGE COMMUNICATION
• PRODUCT LAUNCH WITH
CELEB COOPERATION
• ADVERTORIAL
GOALS
• DWELL TIME
• INTERACTIONS
• EDUCATION
• SECONDARY CT TO
SUPPLIERS

20. •
•
•
•
• Dwell time
• Edukáció
MasterCard
•
•
•
•
• Termékminta regisztráció
FINANCE
Service campaign with
integrated landing page
• IMAGE COMMUNICATION
• EDUCATION ABOUT
ECOMMERCE
• UTILIZE CONTENT
GOALS
• DWELL TIME
• INTERACTIONS
• GENERATE TRAFFIC TO THE
BRAND’S BLOG

21. So, PERFORMANCE is the destination,
but ENGAGEMENT is the journey that matters.

22. POLAND
poland@ten.media
GERMANY
AUSTRIA
SWITZERLAND
dach@ten.media
HUNGARY, REST OF CE
hq@ten.media
SOUTH EASTERN EUROPE
Slovenia, Croatia, Bosnia, Serbia,
Bulgaria
see@ten.media
O Budapest
Warsaw
Munich
O Zagreb
O Belgrade
WE DESIGN, CREATE
AND DISTRIBUTE
IMPACTFUL & MEMORABLE
CAMPAIGNS
@ EFFECTIVE BUYING
MODELS.
WE REACH 30+ MILLION
CONSUMERS ACROSS 4,000
SITES IN CEE.

23. Katalin Gecs
Managing Director Hungary
Experience TEN Kft.
+36 70 775 2642
katalin.gecs@ten.media
www.ten.media
THANK YOU