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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
Reaching Online CanadiansReaching Online Canadians
The Network Approach
&
Advertising.com’s Behavioural Targeting Solutions
The Network Approach
&
Advertising.com’s Behavioural Targeting Solutions
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
WHAT IS COVERED?
The following presentation outlines three major benefits of using networks when buying online
media, and provides descriptions of Advertising.com’s features and advantages.
A special focus on behavioural targeting also covers Advertising.com’s solutions and offers simple
examples of the inner workings of this industry leading technology.
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
WHY NETWORKS?
REACH
• Networks allow marketers to access massive amounts of impression inventory from thousands of quality sites, from one supplier, all at once
• The large impression volumes allow advertisers to target larger groups of niche audiences
• Allows advertisers to better employ geo-targeting, day part targeting, demographic targeting, behavioural targeting, and frequency management because there are generally more impressions available
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
Reach nearly all of the Canadian Internet universe via the largest interactive network – or own a portion of the network for a period of time.
Source: comScore Media Metrix, January 2006 Source: comScore Media Metrix, January 2006
Advertising.com Canadian Internet Reach
Network-wide Roadblocks
2,22467.5%Prairies
3,05767.8%Quebec
2,11271.2%British Columbia
6,06476.4%Ontario
1,10980.9%Atlantic
14,62172.6%Canada
UVs (000)ReachAdvertising.com
Own network ad space in British Columbia
Geographic
Reach all users interested in ice hockey
Behavioral
Reach all “Persons 25-54 with a HHI over $75K”
Demographic
Own all available inventory across 43 “sports” sites
Channel
Reach 8 million on a single weekday
Network
ADVERTISING.COM REACH
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
Reach the right audience at the right time by targeting users based on actual content, rather than pre-determined channels.
ADVERTISING.COM REACH
Source: Advertising.com
Sample Content Subnet
603,658125x125 Impressions
16,056,454Pop Impressions
10,072,283728x90 Impressions
138,449300x250 Impressions
5,518,254180x150 Impressions
14,438120x240 Impressions
11,009,941120x600 Impressions
2,415,627468x60 Impressions
50,469,627Monthly Channel Impressions
33Number of Health Sites
Descriptors reveal related sites and
related content, e.g., the cooking section
of “health” site.
Recipe
Cook
Kitchen
Food
Keyword Descriptors
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
Reach your desired audience, while maintaining sizeable reach, via our extensive web network and advanced technologies.
ADVERTISING.COM REACH
Sample Demographics/Lifestyles
Internet UsageFinancialTravel
Purchase Decisions
Political Outlook
Marital Status
AutoHealthFood &
Beverage
# of ChildrenRaceEducation
Level
Total HH IncomeGenderAge
Reach by Demographic
13 MillionPersons with Bach. degree+
17 MillionPersons who searched for recipes/cookbooks online in the last 30 days
54 MillionPersons HHI $75K+
76 MillionPersons 25-54
34 MillionPersons who have allergies
Source: comScore Media Metrix, February 2006
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
WHY NETWORKS?
TECHNOLOGY
• Network Ad placement is often done using optimization technology, which allows marketers to distribute ads and use placements based on previous performance (in addition to context and timing)
• The most recent and powerful technology that the networks provide is behavioral targeting. In contrast to pre-determined demographic data, behavioural targeting enables marketers to target ads based on real-time user behavior. Combined with the large variety of sites in a network, network based behavioural targeting can provide a more statistically significant, and mass based perspective on user behaviour.
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
Advertising.com’s optimization technology refines ad placement in real-time based on observed performance.
3. Ad delivery is optimized to maximize the desired action, while accounting for costs.
Optimal DeliveryAd Delivery
1. Ads are served across the Advertising.com network to your desired audience.
2. User interaction is tallied and recorded. Users may view the ad, click, register for info, purchase, etc.
Performance Analysis
ADVERTISING.COM TECHNOLOGY
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
BEHAVIOURAL TARGETING - WHAT IS IT?
Behavioural targeting reaches users whose previous actions have been tracked and indicate interest in a given product or service.
Site audience demographics and page content do not play a role - users
are only targeted by their historical record of actions.
ADVERTISING.COM TECHNOLOGY
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
Behavioural Targeting with Advertising.com
Leadback is a proprietary technology designed to target consumers based on specific actions tracked by the Ad.com server.
The following slides describe our Leadback Targeting Solutions:
- Audience Leadback
- Advertiser Leadback
- Advertiser Leadback – Unique Option
- Search Leadback
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
Those Surfing Behaviours are Grouped and
users are labeled.
(i.e. Auto Site Surfer)
Audience LeadBack targets ads across the Advertising.com network to users based on their observed behavior.
Audience LEADBACK
People Surf Related Websites
(i.e. Auto Sites)
Users are now targeted, based on the observed
behaviour.
(i.e. “Auto Surfer” found on any site in the Network)
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
Behaviours are tracked and then targeted on the
Network
(Target users who visited main product
page, but didn’t purchase)
NETWORKNETWORK
Advertiser LEADBACK
People Who Surf Pages of Your
Website
(Main Product Page)
WEBSITE
Sequential ads can be used to lead
users back to your Website to
complete the action
(“Click here for 50% off your next visit!”)
WEBSITE
Advertiser LeadBack enables you to remarket to consumers who previously visited specific pages of your website.
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
YOUR WEBSITE
Users Arrive at
your site
Those users are
NOT targeted on
The Network
Exclusive
Audience - Drives
Unique Reach.
In addition, with Advertiser LeadBack you can reach a unique audience consisting of users who have not previously visited your site.
Advertiser LEADBACK – UNIQUE OPTION
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
WHY NETWORKS?
ACCOUNTABILITY
• Pricing flexibility: Combination of reach and technology leads to the ability to sell advertising on a performance basis (Cost per click or cost per action)
• Reporting advantage: Because networks work with so many websites and reach so many consumers, they can provide detailed insight into how advertising affects collective consumer awareness and behavior. Who am I reaching? Where are they? What creative works best? All questions are better answered through the vast audience reach of network based campaigns.
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
ADVERTISING.COM ACCOUNTABILITY
Exclusivity enables us to track all publishers
within your plan and grow those providing the
highest quality leads.
A centralized program reduces
administrative burden and ensures
consistency across publishers.
Exclusivity enables right pricing and helps prevent
partner competition and resulting price inflation.
YOUR WEBSITE
Lead Quality
Brand Consistency
Efficient Costs
An exclusive partnership with Advertising.com guarantees brand consistency, lead quality and cost efficiency.
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
Advertising.com’s behavioural marketing campaign for Volkswagen resulted in ~19K new car configurations and ~12K information requests.
Consumers who visited the VW website but did not configure a vehicle
or complete an information request
32%CVR for Info Requests
42%CVR for Configurations
7,970Info Requests
10,449Configurations
25,029 Clicks
Consumers who researched cars online in the past six months, as determined by
comScore psychographic data
4%CVR for Info Requests
10%CVR for Configurations
3,609Info Requests
8,495Configurations
87,594Clicks
PROVEN PERFORMANCE
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
ADVERTISING.COM HISTORY
Founded in 1998
Named fastest-growing
new media company
in 2000
Opened UK offices
in 2000
Earned Deloitte &
Touche “Rising Star” in
2001
Acquired Dayrates in
2002
AdLearn named “Best Optimization Product” in
2003
Ranked 5th fastest-
growing tech company in
2003
Acquired by America
Online in 2004
Awarded ASPY for “Best
Customer Service” in 2004
14th consecutive month with
largest online reach - June
2005
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.
TESTIMONY: AD.COM FUELS AOL SUCCESS
• “You’ve Got Sales…Time Warner reports that ad revenues at AOL surged 45% in the first quarter. A key driver: Advertising.com, the online ad broker acquired for $435 million in mid-2004.”
• Business 2.0 “The Smart List”, Jan/Feb 2006