Presentacion Publicidad Digital Automocion Eyeblaster Junio2010 by Anibal Estrella

Dean Donaldson Director of Digital Experience June 2010

Atrapando la audiencia de automóviles Aplicación estratégica de la tecnología digital

widest

Conducci贸n asistida

abs

Autonomous Driving “Mira, sin manos!”

El maĂąana hoy

testing

Comprando automóviles

28% 14% 12% .

current car nonfunctional/non-existent

better fuel efficiency

change of circumstances

wanted another vehicle

latest feature

better financing

Internet use for auto research

74%

77%

80% 73%

74%

64%

61%

84%

82% 82%

78% 82% 75% 74%

71% 70%

69%

Primary resource for information 24x 12x

47%

8x 27%

12%

Internet

Dealerships

Friends and Family

Magazines

Newpaper

Private Seller

â&#x20AC;&#x2DC;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 ÂŠ 2009 Eyeblaster. All rights reserved

2% Television

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

Technology Applied Social Media Content Direct Response Campaign

Search Campaign

Brand Campaign

Other Marketing Website

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

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 Versioning and Sequencing extended purchase cycles

Rich Media Sequencing messages that move metal

Smart Versioning/ MediaMind meeting the needs of dealers

Los ciclos de compra han

cambiado drasticamente en los

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

Conversion Rate by Placement 1.0% 0.9% 0.8%

Conversion Rate

0.7%

0.6%

Relevancy

0.5% 0.4% 0.3% Average

0.2% 0.1% 0.0% Technology

Mail

Entertainment

Social Network

Maps

Sport

Lifestyle

Other

News

Home Page

Health and Beauty

Instant Messaging

Music

Finance

Weather

Travel

Auto

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

Consumer‟s Want Information

Coupe • • • • •

SUV

Searching for information Visiting your site Interacting with ads Responding to other offers Interacting social content

Family

Sedan

Data Synched Creative

Coupe

SUV

Family

Sedan

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

El peor error

que los anunciantes de autom贸viles pueden cometer en el

de hoy es no mantener a los clientes en el radar marketing

The Power of Tagging

harnessTargeting

Optimization

the power of

actionable

data

Tag Placement

Marketing Programs

Website • Campaign landing

• •

pages Unfinished lead forms Homepage visits

• • • •

Email campaigns Social media feeds Fan pages Search results

Previous Campaigns

• • • •

Interactions Video plays Impressions Dwell

Automatic Success Driver Average Conversion Rates (6 months) 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 1

13 Weeks

Manually Optimized Campaign Conversion Rate

Optimization and Conversion Rate 0.6%

0.5%

Conversion Rate

0.4%

0.3%

0.2%

0.1%

0.0% Automatic Optimization

Even Distribution

Time-based

Weighted

Segmentation of Digital Audiences media plan

engaged with marketing

interacted with an ad

visited the website

not engaged with marketing

never seen an offer

not responded to previous offer

interacci贸n 30% lo que ves

50% lo que ves & escuchas

70-90% lo que ves, escuchas

& tocas

Targeting and Retargeting never seen offer

Version A

seen a previous offer

Version B

engaged with ads

Version C

visited the web

Version D

Combining Metrics Search Data

Other Marketing Campaigns

Campaign 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 2000

500000 400000

1500

300000

Total Conversions Number of Searches

1000

200000 500

100000 0

Week 1 Week 2 Week 3 Week 4

Week 5 Week 6 Week 7 Week 8

Display Campaign Begins

Rich Media Campaign Begins

Display Impressions

The lingering effect of display

optimization? up to 3 week delay on search

Display causes brand recall in search at the Consumerâ&#x20AC;&#x;s convenience

metal

Better Lived Together

tracking offline a través

c贸mo atraer la

perdidos en el

desierto

Porsche Panamera

User Response Conversion Rate

Click Rate 0.5%

0.4%

Conversion Rate

Click Through Rate

0.3%

0.2%

0.3%

0.2%

0.1% 0.1%

0.0%

0.0% Standard Banner

Rich Media

Standard Banner

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

Rich Media

Interactive Video

Campaign Booster Performance of Rich Media with and without Video 9%

Dwell Rate

Dwell Time

8% 50

7% 6%

5% 30

4% 3%

2% 10

1% 0%

No Video

Video

No Video

Video

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

HD Video Ads HD Video Performance

Attention

Retention

Dwell Rate

Video Fully Played Rate

12%

60%

10%

50%

40%

30%

20%

10%

Other

HD Video

Other

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

HD increases attention and retention by ~17%

HD Video

Tráfico al site

Brand Related Search

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

High dwell leads to high conversion

un alto dwell

What keeps messages relevant

quĂŠ es lo que mantiene tu mensaje

contextual

Time spent online

The rise of personalized messaging

Direct to Consumer

Mass Messaging

D2C Messaging Toolset

Media Plan

Smart Versioning

Conversion Tagging

Direct to Consumer

Sequencing

Retargeting

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



Cost Effective

retention

Brand Advocacy Retargeting of user to up-sell Encourage recommendation via Widgets

Microsite Advertising consideration

“attract

In situ on site within Banner External link by Click

convert

CPC / CPE

retain” CPA / ROI

purchase

Dwell Time

Rich Media / Standard Display Video InBanner / InStream InGame

evaluation

Search Advertising Independent Research Rating Mechanisms

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 mĂĄs poderosa de

2.0

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

Start exploring Trailer View

creates

buzz

Social Sites

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

Adaptando al mensaje por la ubicaci贸n del distribuidor

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 0% APR

Spain Madrid

Cash Back Coupe No interest for 3 yrs Free 3/yr service

Sevilla

SUV €3,000 off model

Sedan France

Coupe

•

Manage templates for dynamic insertion

• •

Assist in set-up strategy

Convertible SUV UK

Sedan Coupe

Monitor campaign for potential errors (before they happen)

Certified Pre-Owned

Mercedes Connect

In-Banner Conversions

Impact drives Conversions

In-Banner Conversions

Summarising recommendations

Continuous messaging

Increasing message relevance

Addressing dealer complexities

Smart Versioning and Sequencing

Rich Media Sequencing

Smart Versioning/ Global Service

Integrating Campaigns Social Media Content Dealer Traffic Campaign

Search Campaign

Tier 1 Brand Campaign