16

CooolServe Overview

CooolServe Overview (Ad Operations)

17

Publisher Service Focus

•  Cooolio’s ad operations work across the spectrum covering pre, during and post sale operations in online advertising

•  We specialize in Sales Planning, Ad Trafficking, Inventory Management, Campaign Management, Site Testing, Report Generation

(Campaign / Ad hoc), Marketing Research and Analytics

Publisher Service Drivers

•  Our Ad Operations team consists of people who have more than 7+ years of experience in the Internet industry, who are well

equipped and knowledgeable in online advertising

•  Our internal team of analysts, developers and partners work in sync to deliver publisher and agency centric services that are

specific to each request

Work We Do

Ad Operations •  Sales Planning •  Ad Trafficking •  Inventory Management Cooolio Approach •  Insertion Order Check, Deal Entry / Management •  Campaign set up, Creative QA & Assignment,

Targeting of Ads, Campaign Optimization, Screen Capture of Live Ads •  Inventory forecasting, inventory availability check,

Inventory Creation, Media Plan Feasibility

Ad Effectiveness •  Campaign Management •  Site Testing •  Report Generation (Campaign / Ad hoc) •  Marketing Research •  Analytics Cooolio Approach •  Delivery performance analysis & post campaign

analysis, third party impression variance reporting / Client statistics •  Site testing during launch, remnant ad testing, ad

tagging, structure verification during launch •  Prepare campaign, EOC reports, post campaign

analysis summary and Ad hoc reports •  Industry deep dives, ad spend analysis and media

optimization studies •  Rate card setting, yield optimization, sales & revenue reporting, site performance analysis

Back to Agenda

CooolServe Framework

18

B

D

E

A Sales Planning: Tools/Techniques- Solbright, Siebel, OAS, MPS and SFDC

F

G

C

H

Ad Trafficking: Tools/Techniques- Open Ad Stream, ACE, Adtech, DART, Brand Central, Snag it, Flash and Decompiler

Inventory Managerment: Tools/Techniques- Siebel, MPS and Sales

Campaign Management: Tools/Techniques- DART, Atlas, PointRoll, Eyeblaster and Mediaplex

Site Testing: Tools/Techniques- Http watch and Fiddler Cap

Report Generation: Tools/Techniques- DART, Atlas and Open Ad

Marketing Research: (Powered by Stratburg our Sister Concern)

Tools/Techniques- comScore, Nielsen and TNS Stradegy

Analytics: (Powered by Stratburg our Sister Concern)

Tools/Techniques- SQL, Excel and Statistical know how

Coo

olSe

rve

Pub

lishe

r/A

genc

y

Note: Ad Ops=Sales Planning, Ad Trafficking, Inventory Management Ad Effectiveness=Campaign Management, Report Generation, Marketing Research, Analytics

CooolServe Platforms

19

Web Network

Video Network

Mobile Network

!  Ad Servers DFA, DFP, Right Media, Real Media 24x7, Adtech

!  Debugging Tools HTTP Watch, Fidler Cap,

Action Script Viewer(ASV)

!  Scripting Skills HTML, JavaScript,

IFRAME, FIF and UAC !  Ad Server Backend

Accessibility SQL and Oracle !  Ticket /Queue

Management System Traffic Mac and IAS !  Sales Order

Management System Solbright, Siebel and

MPS

Ad Network

!  Ad Servers •  InMobi •  ADTECH Mobile

!  SDK Integration Kit •  JSP •  ASP.NET •  C# •  Android support

models

!  Ad Servers •  Jivox •  Go viral •  ADTECH Video

!  Debugging Tools & Players •  HTTP Watch •  Brightcove •  Lightning cast

!  Scripting Skills •  HTML •  JavaScript •  IFRAME •  FIF •  UAC

!  Ad Servers •  Right Media •  Advertising.com •  AppNXS

!  Debugging Tools •  HTTP Watch •  Fidler Cap •  Action Script Viewer

(ASV)

!  Scripting Skills •  HTML •  JavaScript •  IFRAME •  FIF •  UAC

Case Study – Campaign Management

20

Client Requirements

Cooolio Approach and Output

Client Benefits

Client

•  Leading Telecommunications

Company

Requirement

•  Establish an effective online

media campaign that will help

in targeting the right audience

for promoting products

•  Future outlook of campaigns

Approach

•  Understanding the current target market

•  Used the Over the page (OTP) and Standard Flash

banner to promote the products and the offers

•  Recommendations for future campaigns

Output

•  Able to catch user attention at a higher rate

•  Future recommendations based on other brands

of the publisher which the client can tie up with

1,455,796

2,361,296

5,861

3,126

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Homepage Channel Pages-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

Imps Clicks

1,583,731

763,737

469,522 484,320

4,409

1,678

1,265 1,386

-

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

Week1 Week2 Week3 Week4-

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Imps Clicks

"  Campaign performed very

well with high number of

clicks with a decent CTR

"  High performance of OTP

banners

"  Demographic insights about

user behavior

"  Constant campaign

monitoring ensuring all

campaigns deliver in full

Case Study – Online Ad Operation

21

Client Requirements

Cooolio Approach and Output

Client Benefits

Client

•  Leading Web Publisher

Requirement

•  Quick setup for Outsourcing

Ad Operations

•  Seeking increased quality and

timeliness

Approach

•  Organized dedicated ad operations team

•  Transitioned key processes like; Creative QA &

Troubleshooting, Campaign Setup, Performance

Monitoring, Campaign Optimization, Campaign

Status Reporting

Output

•  End to End process documentation

•  Detailed knowledge transition plan resulting in

shorter learning curve

•  Comprehensive risk mitigation plan, ensuring

seamless transition

•  Customized metrics reporting

"  Turn Around Time : Less than

24 hours

"  Surpassed set accuracy level of

95%

"  Over 60% cost savings

"  Flexible resourcing

"  Campaign delivery issues

addressed at early stages

"  Constant Campaign

monitoring ensuring all

campaigns deliver in full to

maximize revenues

"  Training / Transition in place

to handle attrition and

scaling needs

INVEST

Type of Engagement Supporting On Shore Team with Ad Operations Engagement Examples • Creative Designing • Campaign Optimization / Pacing • Ad Tag Generation • Ad Trafficking • RFP Making • Pre Campaign Analysis • Post Campaign Analysis • Custom Ad Format Testing / Innovation

ENGAGE

Type of Engagement End to End Ad Operations Support Engagement Examples INVEST + • Site Testing During Launch

•  Remnant Ad Testing, Ad Tagging Structure Verification During Launch

•  Inventory Management •  Inventory Forecasting •  Inventory Ability Check • Media Plan Feasibility

• Ad Trafficking •  Campaign Set Up •  Creative Q&A & Assignment •  Targeting of Ads (Geo, Demo, Behavioral Targeting) •  Campaign Optimization •  Screen Capture of Live Ads

• Campaign Reporting •  Delivery Performance Analysis & Post Campaign Analysis •  Third Party Impression Variance Reporting •  Delivery Performance Reports Creation (OSI Reports,

Yield Reports, Key Value Reports etc..)

Req

uest

s R

esou

rces

Assigned Project Manager + Team of Analysts Based on Effort

Dedicated Project Manager + Dedicated Analysts & Senior Analysts based on Scope

CooolServe Service Packages

22