The Blast - Digital Monthly by Eyeblaster

Digital Horizons: The chasm between expectation and execution

Eyeblaster and TNS partnered to provide a comprehensive, global snapshot of the current state of digital advertising, focusing on the climate, conditions and challenges inside agencies. Conducted in March 2009, Digital Horizons: The chasm between expectation and execution surveyed 400 senior, global marketing executives.

Although marketers see the power of digital and express optimism and enthusiasm, many are caught in the chasm between expectations and reality. The study paints a frustrating picture of marketers who say they know what they would like to do, but are hamstrung by lack of skill sets, best practices and existing systems to actually do it. This gap is no more evident than when managing campaigns across multiple channels and the distinction between Brand vs. Direct roles in digital channels. Marketers also no longer hold tightly to the model that offline is brand and online is pure response.

Although the attitudes captured from marketers in the study show a great deal of frustration, the prevailing optimism bodes well for the future of digital. In fact, marketers expect total digital spending to grow by 30% in the next two years with a third of the market experiencing growth over 50%.

Download the whitepaper here.

Volkswagen, US

Agency: MediaCom
Creative: Crispin Porter
Format: Polite banner
Feature: Twitter in banner
Vertical: Automotive
View demo

"Through community alignments, online media leveraged Volkswagen enthusiasts and current owners to encourage new consumers to "Meet the Volkswagens." This was executed within the Twitter banners, but also echoed across the Internet through branded communities within Facebook, Pandora, YouTube and even Xbox Live to bring our community directly to the consumer - when and where they want it!

Wendi Dunlap, Partner, Media Director at MediaCom Interaction

1. Transformers 2, UK

Agency: MEC Interaction
Creative: The Creative Partnership
Format: Skin
Vertical: Entertainment
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2. Call of Juarez, US

Agency: Future
Creative: Future
Format: Expandable banner
Vertical: Gaming
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3. Nike, MY

Agency: Group M
Creative: Compass Interactive
Format: Skin
Interactive Feature: Download
Vertical: Apparel
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4. Terminator Salvation, AU

Agency: Universal McCann
Creative: Sony Pictures
Format: Polite banner
Interactive Feature: Full screen video
Vertical: Entertainment
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5. Volkswagen, ZA

Agency: Group M
Creative: Ogilvy
Format: Expandable banner
Vertical: Automotive
View demo

6. Apericube, FR

Agency: Isobar
Creative: Planete Interactive
Format: Expandable banner
Interactive Feature: Interactive game
Vertical: CPG
View demo

7. Expedition Africa, US

Agency: Horizon Interactive
Creative: Creative Eye
Format: Homepage takeover
Interactive Feature: Interactive Game, Facebook, Download iPhone App, DVR Reminder
Vertical: Entertainment
View demo

8. LG, FR

Agency: Mindshare
Creative: Publicis Modem
Format: Skin
Vertical: Electronics
View demo

Forget about the click

First, in-stream ads and especially pre-rolls should not be measured based on CTR. Pre-rolls weren’t designed to draw clicks. A user who has just clicked to watch some video content and then prompted to see a 15 or 30 seconds pre-roll ad shouldn’t be expected to click to be taken to the advertiser site (if at all he or she can be expected to click to skip the ad). Pre-roll ads were designed to deliver a marketing message that will stick with user through rich experience delivered by video. Read More…

VW Ad Analyzes Twitter Feed to Boost Ad Relevancy

Campaign to Watch: This ad just out for VW analyzes the user’s twitter name and based on feed content suggests the VW model that is most ’suited’ to the customer. The potential for making ads relevant and engaging is staggering. Check it out on the Creative Zone.

Pepsi Pays Instant Tribute to King of Pop

In today’s world, events unfold within seconds and life-changing experiences happen at a moment’s notice. As people go online to get the latest and greatest, advertisers’ ability to react in real-time with relevant messages is becoming more and more important - as Pepsi discovered last week. Read more.

Cyber Lion Award at Cannes

The Cannes Lions International Advertising Festival is generally regarded as the most prestigious international advertising festival. It is held annually in the city of Cannes, France. Although the festival also features seminars, workshops and social events for people in the advertising industry, the primary purpose of the festival is to present the Lion awards for the advertisements and advertising campaigns judged as the best of the year.

Eyeblaster congratulates DoubleYou and Saatchi & Saatchi who chose Eyeblaster to serve their winning campaigns:

DoubleYou for Atrapalo

Saatchi & Saatchi for T-Mobile Dance

View all award winning campaigns here!

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