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Figure 14.5 L'Oréal Derma Genesis.
Live Hotmail. Eyeblaster analytics enabled L
al to measure the
dwell time of the users, which was recorded as up to nearly 3 full
minutes on the MSN Homepage Skinner and 2 min on the Hotmail
Banners. This is where interactivity was used in the best possible
manner. It provided the brand 100% attention from its users and
provided users an avenue to experience the brand.
The campaign also managed to generate high brand awareness
among the intended audience with a large number of exposures
(1,801,638 impressions) reaching each user an average of 3.96
times each. This optimum frequency placed the brand on top of
their mind. Over and above that, online was also used as an exten-
sion to broadcast the TV commercial at a minimal cost where
53,433 video views were recorded. And of that, more than 52% of
the videos were viewed fully.
'
Or
é
s capability to
providetrackingservicesmadeourtaskeasytojustifyL
In terms of post-campaign analysis, Eyeblaster
'
'
Or
é
al
'
s
spend on this campaign,
said Rueben Vijaratnam, MSN Malaysia.
The high dwell times demonstrated to the client the true value of
online advertising when compared to the regular 30-second TV and
radio commercials that the client had relied upon previously.
Finally, using free samples as a means to collect contact data,
the campaign had provided L
al a total of 825 quality leads of
potential future customers who had clearly expressed interest in
their product.
'
Or
é
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