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EyeNet: Delivering Simple Solutions with Tremendous Impact for Agencies and Publishers



Eyeblaster’s EyeNet is the innovative preferred partner network that benefits both publishers and agencies – it’s the only program that meets the needs of both constituencies.
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Lynx Inspire


Agency: Dare, UK
Creative: Dare, UK
Format: Synchronized Banners
View demo

Tom Bazeley "The main idea was to keep it unbranded but make the creative intriguing enough for users to clickthrough. Delivery was crucial and Eyeblaster made sure the ads and the synchronization were served up at precisely the right time so the idea could work."
James Cooper, Creative Director, Dare
 

Other Recent Examples of Great Eyeblaster Ads

Cacique 2006


Agency: Media Contacts, Spain
Creative: DoubleYou, Spain
Format: Expandable Banner
View demo

Golf GT


Agency: Mediacom, Germany
Creative: Tribal DDB, Germany
Format: Polite Banner with Video
View demo

ABN Amro


Agency: Kobalt Media Services, Netherlands
Creative: Bone, Netherlands
Format: Polite Banner with Game
View demo
 
 

Ideal, BBC3


Agency: PHD Media Ltd
Creative: Swordfish, UK
Format: Expandable Banner
View demo

Katamari


Agency: Ignited Minds, US
Creative: Beck Interactive, US
Format: Expandable Banner
Awards: SILVER Award,
2005 ADDY Awards - Silicon Valley
View demo

The Hills Have Eyes


Agency: 20th century fox
Creative: Soap, Australia
Format: Floating Ad with Reminder
View demo
 

Click here for a full Showcase archive of 2004-2006
Click to see all of our ad formats, features, video, etc

Why Set Up Pricing Metrics/Automatic Optimization?


Alex Goro, Agency Account Manager, NY



R.O.I. (Return on Investment) metrics are essential measures for agencies - providing an accurate way to assess the success of a client's campaign. These "success metrics" will help determine exactly what is being achieved by the campaign. And in the Eyeblaster Platform, setting up the actions to gain these metrics is easy to do.

By using the Pricing Metrics section of "Quick Trafficking", an agency can compare the break even cost of a campaign, as well as the rates and delivery of all ads. Once pricing metrics have been established, an agency can enable "Automatic Optimization", thus allowing for the increased serving of ads that have been determined to have the greatest reach. Setting up pricing metrics and enabling automatic optimization each work in conjunction with the other, and thus form the basis of Eyeblaster's ROI Management.

Data obtained by an agency via ROI Management provides them with an accurate and thorough data analysis which they can, in turn, present to the client. This will assure the client that the agency calculated and achieved the greatest potential out of the client's advertising budget.

To Set Up Pricing Metrics/Automatic Optimization in the Eyeblaster Platform:
  • Expand the "Campaigns" section in the left-hand navigation bar and click on "Campaign List". From here, highlight the campaign you'd like to set up pricing metrics for, and click on the "Quick Trafficking" button. Once the "Quick Trafficking" window opens, click on "Show Pricing" at the top of the page.
  • Fill out the following fields:
    • Cost Based On – Select between CPM, CPC or CPA.
    • Ordered Units – Enter the total number of units ordered (i.e., when CPM is selected, enter the number of single impressions).
    • Cost Per Unit – Enter the price per unit.
    • Estimated Net Total Cost – This is automatically calculated based on what is entered in the "Ordered Units" field.
    • ROI Metric – Select between Clicks, All User Interactions, All Conversions, All Post Impression Conversions, All Post Click Conversions.
    • Custom Interaction – If there are custom interactions set up for a campaign, they should be displayed in this field.
    • Value Per Action – Enter the numeric value per specific action that you're trying to achieve via this campaign.
  • After Pricing Metrics have been set up, click on the "Save" button and close the "Quick Trafficking" window.
  • Proceed back to "Campaign List" and edit your campaign. To perform automatic optimization of the campaign ROI, expand the "Advanced" section in the "Edit Campaign" screen and check off "Enable Automatic Optimization". Marking this checkbox activates automatic optimization for any flights that have pricing metrics set up.
Based on the parameters previously established in the Pricing Metrics section, an ad within a flight that produces the greatest ROI will be served more than any ad(s) whose calculated ROI is lower.

Interaction Rates by Category for 2005


The average interaction rate in 2005, across all Eyeblaster ad formats and categories, was 5.51%. The advertising categories with the highest interaction rates included retail and automotive.


  Category   Average Interaction Rate (%)  
         
  Apparel  
4.59
  
  Auto  
6.99
  
  B2B  
6.39
  
  Careers  
3.74
  
  Consumer Packaged Goods  
5.39
  
  Corporate  
6.99
  
  Electronics  
5.21
  
  Entertainment  
6.21
  
  Financial  
4.63
  
  Gaming  
5.09
  
  Government/Utilities  
4.85
  
  Health/Beauty  
3.14
  
  Medical  
6.38
  
  News/Media  
2.77
  
  Restaurant  
6.54
  
  Retail  
9.11
  
  Services  
4.73
  
  Sports  
2.15
  
  Tech/Internet  
3.41
  
  Telecom  
4.93
  
  Travel  
4.98
  
     
 


Source: Eyeblaster global analysis.
Interaction rate is defined as the rate at which a user interacts with an ad. Interaction Rate = (Clicks + User Initiated Interactions)/Total Impressions.
Calculation does not include close rates or auto-initiated interactions.

Organic Inc. used Eyeblaster to unleash the Dodge Charger auto brand and attract a wide audience of car enthusiasts.


Leveraging a variety of ad formats with video, the campaign generated excitement around the new modern muscle car.
click here to read more.

If you have a campaign that you would like considered for an Eyeblaster case study, please contact us at info@eyeblaster.com.
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Eyeblaster offers you truly global support, with 16 offices in 11 countries. Click here to see the Eyeblaster office map.
If you'd like to nominate your client's or agency's work for the next edition of the Eyeblaster Creative Showcase, please email showcase@eyeblaster.com. In order to view these demos, you must have IE 5.0 or higher on a PC and Netscape Navigator 7.0 on a Mac

For more information, please visit eyeblaster.com or contact us at info@eyeblaster.com ©1999-2006 Eyeblaster
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