The document discusses digital advertising and audience engagement. It describes how Steve Jobs transformed computers from utilitarian tools to beautiful objects used for many purposes. It then discusses achieving optimal scale and efficiency across devices. The rest of the document discusses how the TribalFusion platform uses their premium publisher network and audience data to help clients reach and engage audiences through relevant ads. It also outlines their approach to measuring the four aspects of engagement: involvement, interaction, intimacy, and influence.

1. THE BIG DIGITAL LANDSCAPE
THE BIG DIGITAL LANDSCAPE:
"Achieving optimum scale and efficiency
across multiple devices"
DID YOU KNOW
ACHIEVING OPTIMUM SCALE &
EFFICIENCIES ON DIGITAL PLATFORM
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2. Beyond dotcom

3. THE GAME CHANGER
Before Steve Jobs… computers were utilitarian
tools for computation.
After Steve… computers became beautiful objects
we could use in thousands of ways to aim to make
life better.
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8. UNLOCKING THE FULL POTENTIAL OF THE DIGITAL PIE
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9. RUN ON AUDIENCE SOLUTIONS
Our E9 Audience Engagement Platform combines our Premium Publisher Network,
Advanced Online Ad Technology and Integrated Audience Data in one system to
help you:
LEARN – Plan and execute campaigns
based on a deeper understanding of
your online audiences
REACH – Deliver your advertising to
exactly the right audiences at scale
ENGAGE – Drive better results with more
relevant, more engaging creative
executions
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11. ENGAGEMENT VS. IMPRESSIONS
Both images represent an impression but there is an obvious difference
The audience
1. As defined by the IAB
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12. THE FOUR COMPONENTS OF ENGAGEMENT
The “4 i”:
• Involvement : “from discovery to evaluation“
The individual discovers a product or service and begin to consider their qualities.
• Interaction: “from evaluation to action”
The individual evaluates the options, make decisions and act.
• Intimacy: “from action to affection”
The individual uses a product or service and begin to develop an opinion to respect.
• Influence: “from affection to consideration”
The individual develops a certain degree of affinity and is able to encourage or
discourage other individuals.
(*) Definition IAB / Instituto Forrester
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13. ONLINE DISPLAY IMPACTS CONVERSIONS
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14. THE FOUR COMPONENTS OF ENGAGEMENT
The “4 i”:
IINVOLVEMENT INTERACTION INTIMACY INFLUENCE
What To Track What To Track What To Track
What To Track
•Numbers of engagement •CTR inside the FFV •Post on Twitter
delivered micro site •Measuring brand
affinity, rate of •Content “forwarded” to
•Time spend in unit •Video metrics satisfaction, express friends
(25-50-100% etc…) opinions in surveys …
•Impressions or pages •Social sharing on
viewed Facebook or other social
networks
•Engagement rate
(*) Definition IAB / Instituto Forrester
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15. THE FOUR COMPONENTS OF ENGAGEMENT
The “4 i”:
INVOLVEMENT INTERACTION INTIMACY INFLUENCE
• Third Party
Data
integration
Firefly Video integrates the "4 i" in all of Engagement processes
and provides accurate and effective measurement tools.
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16. Campaign Results
Market
Europe
Campaign period
23 – 29 Abril
Units contracted
4.700 engagements
Units delivered
4.904 engagements
4% extra without additional cost http://creative.fireflyvideo.com/creative/FFV94/Toolbar_V3/THE-PELAYOS/v1/index.html
CTR inside the micro site
4.96% additional user interaction with the brand after consumer have viewed
the TV SPOT
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17. INVOLVEMENT: “from discovery to evaluation“
The individual discovers a product or service and begin to consider
their qualities
Engagement and time spend in the unit
Engagements Engagements Time spent
Date
count delivered in the unit "
23-Arr 474 12
24-Apr 727 14
25-Apr 761 12
26-Apr 4.700 804 11
27-Apr 735 14
28-Apr 751 13
29-Apr 652 15
Total 4.700 4.904 13
Average Time Spent by the user inside the FFV microsite: 13 secs
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18. INTERACTION: “from evaluation to action”
The individual evaluates the options, make decisions and act.
Engagement and click to the site Video Metrics
Engagements Engagements
Date Clicks CTR 25% 50% 100% Rewind Replay Fullscreen
counts delivered
23-Arr 474 12 2,53% 182 123 65 0 1 2
24-Apr 727 44 6,05% 303 188 120 4 5 2
25-Apr 761 31 4,07% 294 184 113 0 1 1
26-Apr 4.700 804 31 3,86% 313 182 95 2 2 3
27-Apr 735 51 6,94% 324 213 135 3 6 9
28-Apr 751 39 5,19% 295 182 113 1 5 8
29-Apr 652 35 5,37% 310 178 120 3 0 7
Total 4.700 4.904 243 4,96% 2.021 1.251 762 13 20 32
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19. INTERACTION: “from evaluation to action”
The individual evaluates the options, make decisions and act.
Clicks to the site
Whole unit Facebook
236 7
Users Interaction inside the Firefly Video unit: CTR of 4.96%
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20. INTIMACY: “from action to affection”
The individual uses a product or service and begin to develop an
opinion to respect.
INVOLVEMENT INTERACTION INTIMACY INFLUENCE
• 3rd Party
data
integration
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21. INFLUENCE: “from affection to consideration”
The individual develops a certain degree of affinity and is able
to encourage or discourage other individuals.
7 recommandations in social media
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22. EVERY
IMPRESSION IS
NOT AN
ENGAGEMENT.
EVERY
ENGAGEMENT
MAKES AN
IMPRESSION!!
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