September 9-12, 2007  |  Loews Coronado Bay Resort, California
Published: September 19, 2007
Stop the clutter, track search with display

Make sure the right hand knows what the left hand is doing. Eyeblaster unveils a product that lets marketers track search and display together.

How do you know if your campaign is really working? Are you giving too much credit to your search buy while ignoring your display efforts? A new cross-channel reporting tool from Eyeblaster looks to shed light on questions like these that have plagued marketers since the dawn of interactive.

At the iMedia Brand Summit in San Diego, Calif., Robin Zielin of Eyeblaster told attendees that marketers need to find a way to "own the clutter" that has become today's internet.

Citing recent data from a joint study by Yahoo! and comScore, Eyeblaster's director of sales for the central region explained the importance of using both search and display in a single campaign, aligning the two in an integrated fashion.

To make sense of an increasingly fragmented and complicated digital landscape, Zielin touted the value of Eyeblaster Ad Campaign Manager, explaining that the company's latest tool enables marketers to track search and display campaigns simultaneously in real time.

"Tracking search and display through unified tags allows us to better track the user's road to conversion," Zielin said. "If you only credit the last action taken [by the user], you're going to miss your total campaign and you won't see what worked. Using cross-channel reporting you get a clearer picture of the conversion path, letting you weigh the events on the path to get more visibility into your ROI."

To illustrate her point, Zielin used the example of a two-pronged campaign featuring a display component run through Yahoo and a search buy on Google. Using current tracking tools, marketers would give credit only to the actionable ad (in Zielin's example, a link from Google).

"Even though the user first became aware of the product through a Yahoo ad and that display ad actually drove the cycle, the marketer wouldn't know that," Zielin explained. "What our new tool allows marketers to do is assign a value to each part of their campaigns by setting benchmarks and then checking to see if those benchmarks are met."

In Zielin's example, the marketer would know that it was a display ad that began the consumer's buying process, a search that moved the process forward and so on and so forth until the ultimate purchase was made.

Eyeblaster Ad Campaign Manager is a publisher-agnostic tool that allows for custom reporting in a Microsoft Excel spreadsheet document. The software also tracks video ad interactions, detailed viewer metrics and site overlap throughout the course of the campaign. Using a tabbed browser, the campaign manager lets marketers track elements ranging from delivery of the message to performance.

When Eyeblaster launched the campaign tracker in June, Anton Denissov, broadband video analyst, Yankee Group stressed the need for marketers to have a competitive edge in order to better allocate digital resources on the fly.

"The online advertising industry is undergoing tremendous operational and structural change," Denissov said. "Those agencies that leverage data in an in-depth, holistic way while keeping their operations costs under control will thrive in these turbulent times."

In her presentation Zielin also took the opportunity to stress the growing effectiveness of roadblocks executed across multiple channels.

According to Zielin, roadblocks have increased five-fold since the beginning of 2006, as marketers look to own internet clutter by buying an entire page for a brief period of time. Because it's critical to time roadblocks close to a product launch, Zielin explained that real-time tracking is of paramount importance.

"Time is of the essence when you're using a roadblock because you may only have it up for a day," Zielin said. "Eyeblaster Ad Campaign Manager makes roadblocks a very effective marketing tool because you can adjust your resources on the fly."

Michael Estrin is associate editor at iMediaConnection. Read full bio.