Presentacion Publicidad Digital Automocion Eyeblaster 2010

Dean Donaldson
Director of Digital Experience
June 2010

Atrapando la audiencia de automóviles
Aplicación estratégica de la tecnología digital

© 2009 Eyeblaster. All rights reserved

widest
reach

Conducción asistida

abs

Autonomous Driving

“Mira, sin manos!”


El mañana hoy


testing
time


20 billion impressions
38 million clicks
8 million hours

Comprando automóviles

28% 14% 12%
current car non-
.

better fuel efficiency change of circumstances
functional/non-existent

9%
wanted another vehicle
8% latest feature
4%
better financing
‘The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC


Internet use for auto research

82% 82% 84%
80% 82%
74%
77%
74% 74% 75% 78%
73% 71% 70%
74% 61%
64%
69%

AU DE ES FR IT JP NL NZ UK US AR BR MX PO CN IN RU

‘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


Primary resource for information

24x
47% 12x

8x

27%

12%

6% 5% 2%
3%

Internet Dealerships Friends and Magazines Newpaper Private Seller Television
Family

‘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


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

Technology Applied
Social
Media
Content
Direct
Response Search
Campaign Campaign

Brand Other
Campaign Marketing

Website

Brand Message

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

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


Addressing Online Potential

Smart Smart
Versioning and Rich Media Versioning/
Sequencing Sequencing MediaMind
extended messages that meeting the
purchase cycles move metal needs of dealers


Los ciclos de compra
han

cambiado
drasticamente en los
últimos años

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


Conversion Rate by Placement
1.0%

0.9%

0.8%

0.7%
Conversion Rate

0.6%

0.5%
Relevancy
0.4%

0.3%
Average

0.2%

0.1%

0.0%
Weather

Other
Auto

Travel

Sport
Music

Maps

Social Network
Finance

News

Entertainment

Mail
Lifestyle
Instant Messaging

Home Page

Technology
Health and Beauty

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

Consumer‟s Want Information

Coupe SUV Family Sedan
• Searching for information
• Visiting your site
• Interacting with ads
• Responding to other offers
• Interacting social content


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

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

El peor error
que los anunciantes de automóviles
pueden cometer en el

de hoy marketing
es no mantener a los clientes

en el radar

The Power of Tagging

harnessTargeting
Optimization
the power of
actionable data
Segmentation
© 2010 Eyeblaster. All rights reserved.

Tag Placement

Marketing Previous
Website Programs Campaigns

• Campaign landing • Email campaigns • Interactions
pages • Social media feeds • Video plays
• Unfinished lead • Fan pages • Impressions
forms •
• Search results Dwell
• Homepage visits


Automatic Success Driver
Average Conversion Rates (6 months)
25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
1 5 9 13 17 21 25
Auto-Optimized Campaign Manually Optimized Campaign
Weeks
Conversion Rate Conversion Rate


Optimization and Conversion Rate
0.6%

0.5%

0.4%
Conversion Rate

0.3%

0.2%

0.1%

0.0%
Automatic Optimization Even Distribution Time-based Weighted



Segmentation of Digital Audiences
media plan

engaged with not engaged
marketing with marketing

interacted not responded
with an ad visited the never seen to previous
website an offer offer


70MPH

interacción
30% lo que ves
50% lo que ves & escuchas
70-90% lo que ves, escuchas

& tocas

Targeting and Retargeting
never
seen Version A
offer

seen a
previous Version B
offer

engaged Version C
with ads

visited Version D
the web


Combining Metrics
Search Data

Campaign
Other Marketing
Campaigns 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


Data Un‟silo‟ed
Display Campaigns Effect on Search
800000 3000

700000
2500
600000 Total
2000 Conversions
500000
400000 1500 Number of
Searches
300000
1000
200000 Display
500 Impressions
100000
0 0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Display Rich Media
Search Campaign Campaign
Campaign Begins Begins
Begins


consumidor
comodón

The lingering effect of display

optimization?
up to 3 week delay on search

Display causes brand recall in search at the Consumer‟s convenience


mensajes
Que mueven

metal

Better Lived Together

tracking offline a través
del móvil

cómo
atraer la
atención
del usuario

perdidos
en el
desierto


Porsche Panamera


User Response
Click Rate Conversion Rate
0.4% 0.5%

0.4%
0.3%
Click Through Rate

Conversion Rate
0.3%

0.2%

0.2%

0.1%
0.1%

0.0% 0.0%
Standard Banner Rich Media Standard Banner Rich Media


Interactive Video


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%


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

HD increases attention and retention by ~17%


Tráfico al site

Un alto Dwell
aumenta el
tráfico al site

Brand Related Search

Un alto Dwell
aumenta las
búsquedas
relacionadas con la
marca

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


Brand Engagement

Alto Dwell
más búsquedas

más page views

más tiempo en el site

High dwell leads to high conversion

un alto dwell

lleva a un alto
ratio de conversión

What keeps messages relevant

qué es lo que
mantiene tu
mensaje
relevante

contextual


The rise of personalized messaging
Time spent online

Direct to Consumer

Mass Messaging

Consumer knowledge about products

D2C Messaging Toolset

Media Plan
Smart Conversion
Versioning Tagging

Direct to Consumer
Sequencing Retargeting


construyendo
una estrategia para el
ciclo de compra


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 „


Consumer Life Cycle (CLC)
Expensive
 1. Points of measurement?
2. Technology insertions?
awareness
Display Advertising
Rich Media / Standard Display
Dwell Time

Video InBanner / InStream
InGame

Cost Effective
 “attract
consideration
Microsite Advertising
In situ on site within Banner
External link by Click

retention
Brand Advocacy
Retargeting of user to up-sell
Encourage recommendation
via Widgets
convert CPC / CPE

retain”
evaluation
CPA / ROI
Search Advertising
Independent Research

purchase
Rating Mechanisms
Commitment Process
In situ on site within Banner
Client site / Reseller Site
Offline in-Store

Influencing the right buying decision
User D- Financing offer

User C- Drive to „demo‟ the
product

User B- Offer more
information

User A – Awareness


Word of Mouth is most powerful form of advertising

word-of-mouth
la forma más poderosa de

publicidad

2.0
web

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

creates
buzz
Start
exploring

Trailer eMail Social Sites
View


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


Gestionando Distribuidores

Prices

Locations

Adaptando al mensaje por la ubicación
del distribuidor

Dynamic Insertion

Dynamic Insertion


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
Spain 0% APR
Madrid
Cash Back
Coupe
No interest for 3
yrs

Free 3/yr service
Sevilla SUV
Ad

€3,000 off model
Sedan

France Coupe
• Manage templates for dynamic
Convertible insertion
SUV • Assist in set-up strategy

UK Sedan
• Monitor campaign for potential
errors (before they happen)
Coupe

Certified Pre-Owned


Mercedes Connect


In-Banner Conversions

Impact drives Conversions

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08

In-Banner Conversions

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08

Summarising recommendations

Continuous Increasing Addressing
messaging message dealer
relevance complexities

Smart Smart
Rich Media
Versioning and Versioning/
Sequencing
Sequencing Global Service


Integrating Campaigns
Social
Media
Content
Dealer Search
Traffic Campaign
Campaign

Tier 1 Other
Brand Digital
Campaign Content

Website


Next Steps- Test Campaign
Q1 Q2 Q3 Q4

Tier 1 Brand New Model Launch

Spring sales event Summer blowout Holiday Promotion

90 days 90 days 90 da
90 days 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)


tan sólo estamos
calentando
motores


Más información

mediamind.eyeblaster.com

email: dean.donaldson@eyeblaster.com
info.deandonaldson.com

@eyeblaster
@creative_zone

2009

Presentacion Publicidad Digital Automocion Eyeblaster 2010

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