The Blast - Digital Monthly by Eyeblaster

Bigger is not necessarily better

An analysis of global benchmarks recently released by Eyeblaster confirms that size has less of an impact in rich media display ads than that of standard banners, and points to video, ad formats, flash features and expansion as key elements in driving performance.

Our study shows that for Standard Banners, where height and width are the two major variables of visibility, larger Standard Banners perform better than smaller ones in terms of CTR, the only applicable metric that measures this format.

However, the story is not as simple for Rich Media—where there is more to attract the eye than just size. The study found no link between size and performance in Rich Media both when measured in Dwell metrics and when measured in CTR.

This makes sense - Expandable Banners, for example, inflate their size; and once a user has engaged, the original size is no longer relevant. The human eye’s tendency to be attracted to movement makes lavish flash and video attract the user more than size. Our research confirms that adding video increases effectiveness measured in Total Dwell more than switching to a larger size.

Download the complete global benchmarks study here.

Vodafone, IT
Format: Expandable banner
Interactive Feature: Twitter & Facebook Connect
Agency: OMD
Creative: FullSIX
Vertical: Telecom
View demo

"Vodafone 360 is a brand new set of internet services for the mobile and PC which gathers all of a customer’s friends, communities, entertainment and personal favourites music, games, photos and video) in one place.

The expandable banner developed with Eyeblaster anticipates the official Vodafone 360 release, by literally

offering a first-person experience of this new universe. The banner opens with an explicit address to the audience: an eye-catching “YOU” and the invitation to live a new experience.

Once logged-in via Facebook Connect or twitter Oauth, the banner transforms itself before the eyes of the user. The word “YOU” becomes the name of the user and the colorful tiles are filled with content from his/her social networking: profile images and friends’ last status from either Facebook or Twitter, And of course all of the tiles are easily browsed from within the ad. Welcome to the “social banner”."
Nadia Perolari, Account Manager, FullSIX SpA

1. Nissan Small Cars, ES
Agency: OMD
Creative: Plan Comunicación
Format: Expandable Banner
Interactive Feature: Interactive Game
Vertical: Auto
View demo

2. Must, IL
Agency: Lh Media
Creative: Lh media
Format: Homepage Takeover
Interactive Feature: Interactive Game
Vertical: CPG
View demo

3. White Out, US
Agency: Isobar
Creative: Avatar Labs
Format: Expandable Banner
Interactive Feature: Smart Versioning
Vertical: Entertainment
View demo

4. Tweetcity, AU
Agency: Carat
Creative: Tequila
Format: Expandable Banner
Interactive Feature: Twitter Connect Vertical: Auto
View demo

4. Ghost Pops, ZA
Agency: Acceleration Media
Creative: Gloo Design Agency
Format: Sync Banner
Interactive Feature: Mouse Tracker
Vertical: CPG
View demo

6. Tourism Australia, NZ
Agency: Carat
Creative: Tribal DDB
Format: Sidekick Banner
Vertical: Travel
View demo

October Headlines

Balancing Frequency – This post analyzes the ideal Frequency, given that it requires a relatively high volume of impressions to have the flexibility to optimize Frequency.

Future Trends in Digital Marketing – A Video Interview with Digital Experience Director Dean Donaldson.

Up and (Take) Over – An interview with Beth McKnight from McKinney as part of our Favorite Brand Experience series.

Gal Trifon Q&A in OMMA – An interview with Eyeblaster CEO Gal Trifon on the launch of MediaMind.

Time to Engage - People spend more time on Instant Messaging (IM) and on content sections of web pages, such as news, finance and sports, as compared to email and social networks.

As part of our ‘Think Global, Act Local’ efforts, Eyeblaster has launched blogs for our customers in Germany, Asia-Pacific and most recently in Spain. Visit, comment, subscribe, reblog and link away!

Party November 4th at the Eyeblaster Awards

Eyeblaster is celebrating the best digital campaigns of 2009 with the 8th Annual Eyeblaster Awards. The polls are officially open to the digital media industry at large, so cast your vote for the People’s Choice Award here by October 30th. This year’s awards feature new ways brands effectively connect with consumers across multiple channels in a variety of formats via Twitter, user-generated content, homepage takeovers, in-stream video and cross channel synergy.

The Eyeblaster Awards are among the most prestigious and longest running celebrations of digital excellence in online advertising, focusing on the work of creative and media agencies, advertisers and publishers worldwide. Winners will be announced at the Eyeblaster Awards bash at New York City’s Providence night club on November 4th, 2009.

And, the nominees for this year’s People’s Choice Awards are:

North America Nominees:
MTVW 2009, Volkswagen: Media Agency: MediaCom; Creative Agency: Crispin Porter Bogusky
FedEx Paper Crumble: Media Agency: OMD; Creative Agency: Atmosphere
Pringles Can Hands: Media Agency: Starcom P&G; Creative Agency: Bridge Worldwide
Pepsi – Dear Mr. President: Media & Creative Agency: R/GA
The Flaming Lips: Media Agency: Gary Group; Creative Agency: Pixel Hustler & George Salisbury (album cover artist)

International Nominees:
Odyssey Channel – Titanic: Media & Creative Agency: Remo
IKEA, NO: Creative Agency: Mediafront
Chanel No5: Creative Agency: Feed
O2 Joggler UK: Media Agency: Zed Media; Creative Agency: Agency Republic
Barclaycard: Media Agency: Walker Media UK; Creative Agency: Dare UK

This year’s international panel of judges includes Benjamin J. Weisman, Digital Director and Lead Strategist with Iris, Joshua Rowe, Digital Creative Group Head at M&C Saatchi (Australia), Adam Kleinberg, CEO of Traction, Sean X Cummings, Principal SXC marketing and Marcel.lÍ Zuazua, Herraiz Soto & Co (Spain).

Visit here to submit your ballot and click here to register for the November 4th party. Congratulations to all of the nominees!

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