广告数据分析公司eyeblaster的案例.ppt

Site Overlap. Accurately measure unique users contributed by each publisher. Identify when publishers overlap to deliver multiple impressions to the same user. Site Overlap provides clarity about the effect of each element of your media plan. * Its a busy world and so much is fighting for our attention... Times have changed. We are in the instant digital world. Its fast-paced learning. Time is now even more precious. Now in this fragmented world it is about grabbing a few moments of my time. We have to learn to build brand moments We need a new way to measure those brand moments, we need to measure time!! Reveals difference between interest and intent * If I usually do something, and as a result I spent twice as long than the average on the page, it’s telling me something - Brand moment is being built. If they are doing something as a result, it is telling me something. That that brand impact has not caused me to invest more of my time. So how do we measure time? How do we give it a value? “Dwell Time” is the latest answer from Eyeblaster to try an answer online where TV currently fails – whether the user was in front of the TV or not. It is a solution to justifying the audience is actually taking in the message. Not just what they did but for “how long” – it is “brand time” – a point of measurement that can show the impact on the audience where they are. It goes much deeper then reach and frequency. It goes deeper than page open – all they do is show me exposure, not that I have a connected relationship. The metrics advertisers should look at, for brand campaign, is reach (how many were consumers were affected) frequency (how many times) and dwell time (how long). * ?Accurately measures brand engagement in a way that is consistent with television and other media. Our complex algorithm goes beyond interaction time Considers user behavior and creative function to track how long the user truly engaged with the brand. An effective analytic tool thr