NEW YORK--(Business Wire)--Retail shoppers displayed a new comfort level with advanced online
advertising this holiday season, recent Eyeblaster data suggests.
Eyeblaster, the global leader in integrated digital marketing
services, found that rich media advertising continued to succeed in
targeting retail consumers and inviting interaction as never before.
The study shows a major shift among online retail advertisers
toward user-expandable (and away from auto-expanding) advertising; a
move that retail consumers rewarded with a 35% increase in expansion
duration over the same period in 2006. Expansion duration, the time a
consumer chooses to spend interacting with an ad in its expanded
state, provides a direct measurement of consumers' proactive interest
and perceived relevance of ad content. Such overwhelmingly positive
results demonstrate the power of highly targeted, non-intrusive rich
media advertising.
A prime example of the success of targeted rich media was the
retail giant The Home Depot, which employed this new strategy to reach
a coveted market segment. "The collaboration between The Vidal
Partnership and Eyeblaster helped us reach our valued Hispanic
consumers in a creative and culturally relevant way this holiday
season," said Rebeca Ruiz, Senior Manager of Multicultural Marketing
at The Home Depot. "The user engagement and brand interaction fostered
by the Eyeblaster-enabled ads truly demonstrated the potential of
next-generation digital advertising."
This holiday success follows continued volume increases, as
Eyeblaster delivered over one Petabyte (one billion MB) of advertising
content, primarily video and Flash, in November alone. "Campaigns
running during high-volume periods, such as the holiday season, must
pay extra attention to ensuring a high-quality, consistent brand
experience," said Brad Rinkin, Vice President of Marketing at Akamai
Technologies (NASDAQ:AKAM), the leading global service provider for
content and applications online. "Eyeblaster has achieved the elite
status of being a heavy-volume client, able to maintain consistently
reliable quality in their executions."
About Eyeblaster
Eyeblaster is the global leader in integrated digital marketing
services and technology. Its powerful, yet easy to use suite of
products allows the creation, delivery and management of interactive
communications that deliver meaningful results. Eyeblaster has been
offering digital innovations since 1999. The company has headquarters
in New York, and offices in Amsterdam, Barcelona, Beijing, Cape Town,
Chicago, Detroit, Guangzhou, Hamburg, Houston, Kuala Lumpur, Milan,
London, Los Angeles, Paris, San Francisco, Sao Paolo, Sydney, Taipei
and Tokyo with research & development facilities in Israel. For more
information, please visit www.eyeblaster.com.
Euro RSCG Worldwide for Eyeblaster, Inc.
Erin Burke, 212-367-6837
erin.burke@eurorscg.com
Copyright Business Wire 2008
