© 2008 Eyeblaster. All rights reserved Presented by Yael Avidan, September 2008 Buzz Connect – One Step Forward to Measuring Brand Lift
© 2008 Eyeblaster. All rights reserved
Presented by Yael Avidan, September 2008
Buzz Connect – One Step Forward to Measuring Brand Lift
© 2008 Eyeblaster. All rights reserved
Agenda
•Show me the lift
•Buzz Connect – a Branding Metric
•Making it work
© 2008 Eyeblaster. All rights reserved
Show Me The Lift
Series1$0.00
$0.40
$0.80
$1.20
$1.60
$2.00
Eyeblaster Rate Card – Sep 2008
Standard Rich BannersExpandables Over The Page
Hey Dog, Can you explain what am I paying you
for?…
x6
x10
x14
© 2008 Eyeblaster. All rights reserved
Show Me The Lift
Interaction Rate = # of user-initiated interactions out of served impressions.
Dwell Time = The total amount of time users spent interacting with an ad
Expansion Rate = # of user-initiated expansions divided by served impressions .
How do we turn the cloud into ROI??
© 2008 Eyeblaster. All rights reserved
Buzz Connect – a Branding Metric
Buzz Marketing analyzes all forms of consumer-generated media
This includes newsgroups, message boards, discussion forums
Result : charts & graphs showing activity around brands / products
© 2008 Eyeblaster. All rights reserved
Buzz Connect – a Branding Metric Example: LG “Scarlet” campaign running Apr. 1st to Sep. 30th 2008
High HUMAN activity = brand lift
© 2008 Eyeblaster. All rights reserved
Making it work…
Step 1: Perform research to understand market and vendors
Step 2: Select a preferred Buzz marketing vendor
Step 3: Develop a joint offering based on data integration
Step 4: Offer agencies as a premium service
DONE
© 2008 Eyeblaster. All rights reserved
Making it work…
Challenge: How to separate online campaign impact from offline?
Its not clean but it’s a great start
© 2008 Eyeblaster. All rights reserved
Thank you!