Entertainment is the fastest growing activity on the Internet. In addition, 99.6% of online users in the U.S use the Internet for entertainment. Advertisers in the entertainment industry should seize this opportunity to create more entertaining and engaging online display ads. A report from MediaMind and comScore releases new data on entertainment advertising and analyzes how to use display advertising to boost box-office revenues.

The Internet is now inextricably entwined with our daily lives. With this ubiquity comes an opportunity for the entertainment industry, as well as an expectation from the discerning consumer. Entertainment websites now reach 99.6% of the U.S. online population every month, who spend an average of 227 minutes per user on entertainment-related content.

An analysis of billions of impressions shows that the click has become irrelevant as a measure of online marketing success, especially for entertainment. Users are more likely to engage and interact with entertainment campaigns compared to other verticals, but they are less likely to click. Furthermore, 95% of users who interact with entertainment ads never click, which makes it imperative to deliver and measure the total brand experience wherever the consumer engages.

To measure the branding success of display, MediaMind offers its Dwell metric. New research by comScore, MediaMind and Microsoft Advertising shows that Dwell has a direct effect on brand metrics. The research shows that consumers who saw campaigns with high dwell were three times more likely to search for brand-related keywords and showed stronger brand survey lift than those exposed to campaigns with low dwell. Furthermore, campaigns with high dwell increased advertisers’ site traffic by 69% and increased brand engagement—increasing page views and time spent on the brand’s site.

The success of display advertising is linked to box office revenues. comScore AdEffx Action Lift directly measures the effect that entertainment marketers’ online advertising has on consumers’ interest in a film by passively measuring their Internet activity. Mathematical analysis of this activity can be used to predict box-office results.

To download the full 20-page report, including exclusive data and insights from comScore and MediaMind, click here.

Introducing a Bigger Idea in Digital Marketing

So what’s the news?

We are announcing the rebranding of Eyeblaster to MediaMind.





 

We are pleased to bring you you an interview with Daniel Robey, Managing Director of ThinkJam on the recent Avatar web campaign that ran simultaneously in 15 markets around the world using the MediaMind platform by Eyeblaster.

This month’s Blast spotlight campaign was a Homepage Takeover with a 3D Video Cube for Otto fashion in Germany.

Otto My Trends Homepage Takeover, Germany

Format: Homepage Takeover
Interactive Feature: 3D Cube
Media: Pilot 1/0
Creative: Kolle Rebbe, Salon91
Vertical: Retail

“The aim of the OTTO MSN site-takeover was to introduce a stunning new look for the OTTO campaign and to inspire users with the latest summer fashion of OTTO. We created a look for the campaign which was visually strong – with each model being mirrored, but in various summer outfits to suit each model’s mood and character. By giving users the opportunity to switch between different locations, models and different summer fashion styles, we achieved higher user involvement
and brought more intensive attention to the clients’ product range. The 3D-animation of the “videocube” underlined the visual concept of the campaign, and allowed for an interesting interactive user- experience.”

Florian Voellmecke, Online Project Manager, Kundenberatung KOLLE REBBE GmbH

To see the full May Blast Newsletter, click here.

This week, we speak to James Gaskell, Director of Operations & Digital Services for Initiative in Australia

How long have you been with Initiative?

18 months.

What is your idea of a perfect work day?

A blue sky walk to work followed by a morning of news of new business successes across the group, be it in search, social media or new client acquisition. Then a quick lunch, an opportunity to look at the how the business numbers are tracking (well of course!) followed by a headlong dive into some exciting new technology potential.

How do you seek inspiration, or when does inspiration find you?

I find inspiration in everyday things like books, friends and learning something new.

What is your favourite brand experience that has been served by Eyeblaster? Why?

Hyundai’s recent market successes have been well supported by some great digital execution using Eyeblaster. We’ve been pushing using Eyeblaster’s Smart Versioning technology, rich media and some cool social activity to exceed all expectations on our KPIs. It’s great to see the campaigns all come together as the brand continues its momentum.

How did you get started in digital advertising?

I was working on the client side when the opportunity for a change came up and I took it. It’s been an interesting 18 months…

Who is/was your mentor? Whose work do you admire, or what campaigns have inspired you lately?

I’ve been lucky enough to have several people in my career that I have learnt a lot from in a very positive way and probably twice as many whose mistakes I’ve had the opportunity to observe at first hand. Both experiences have been very valuable. I’m happy to say in still in touch with everyone who I would consider a mentor and am continuing to reap the benefits!

I admire the work of any organisation that does things responsibly, be it ethically, environmentally or on a relationship basis. The older I get the more I realise that money isn’t everything. But it’s important : ).