1

Justin Gerhardstein

Manager, National Sales Strategy

How to Manage Effective Display

Advertising

2

Standard Display

Metrics Publisher Impressions Total CTR

Publisher A 6,361,914 0.11%

Publisher B 22,869,070 0.12%

Publisher C 29,164,006 0.13%

Publisher D 830,775,977 0.08%

Publisher E 178,844 0.05%

Publisher F 8,545,005 0.09%

Publisher G 51,158,055 0.41%

Publisher H 41,444,927 0.27%

Publisher I 129,488,419 0.19%

Publisher J 14,098,569 0.10%

Publisher K 6,203,203 8.77%

Publisher L 148,320,507 0.57%

Publisher M 210,186,758 0.15%

Publisher N 442,116,186 0.25%

Publisher O 22,792,313 0.14%

Publisher P 26,248,775 0.14%

Publisher Q 22,449,192 0.18%

Publisher R 17,619,060 0.11%

Interaction Rate Avg Brand Interaction Time Banner CTR Panel CTR Action Rate Actions Avg Panels per Interaction Bannerclicks Clicks Interactions

2.53% 14.48 0.11% 0.31% 7.0% 92689 2.94% 681602 719862 1322796

2.93% 15.84 0.09% 0.16% 5.3% 1153268 3.78% 2042448 2671500 21704674

4.45% 12.54 0.10% 0.30% 7.9% 5021231 6.18% 2793759 3836695 63427322

1.94% 16.14 0.04% 0.11% 28.0% 332297191 1.97% 30691496 63036175 1186523919

1.93% 13.74 0.04% 0.06% 1.5% 2472 0.98% 7181 8763 165626

51.72% 22.30 0.04% 0.61% 0.3% 1225250 1.65% 345799 769416 381106196

13.36% 18.83 0.31% 0.37% 89.5% 308128353 1.96% 15628503 20846254 344165945

4.09% 13.91 0.21% 0.30% 12.5% 15164247 5.14% 8888990 11132114 121390676

5.06% 15.24 0.10% 0.43% 11.9% 61492709 6.43% 13074455 24243072 516237070

5.50% 14.00 0.06% 0.40% 2.5% 1333461 7.45% 846113 1458140 54142098

3.66% 12.69 8.74% 0.31% 4.7% 380596 4.82% 54226841 54429529 8110561

4.37% 18.59 0.45% 0.57% 27.7% 105804063 4.40% 66581405 84043641 381410975

6.36% 14.37 0.14% 0.10% 2.8% 26463999 0.79% 29811938 32150845 953778856

4.77% 16.03 0.14% 0.40% 37.0% 433469873 4.07% 62009630 112342080 1171488061

3.50% 15.32 0.08% 0.45% 4.3% 1795405 4.95% 1833079 3095218 41297576

1.87% 13.91 0.09% 0.26% 11.9% 2680479 2.21% 2426592 3760135 22480462

5.43% 14.71 0.12% 0.50% 20.2% 10129338 6.70% 2635883 4041071 50033741

5.02% 16.90 0.06% 0.21% 30.7% 17811240 4.93% 975639 1902233 57937532

Rich Media Metrics

3

Actions Avg Panels per Interaction Bannerclicks Clicks Interactions NonUI Panel CTR Nonui Panelclicks Nonui Panelimps NumCampaigns Percent of Imps

92689 2.94% 681602 719862 1322796 0.001774256 19002 10709843 109 636191356

1153268 3.78% 2042448 2671500 21704674 0.001084525 402398 371035997 101 2286906977

5021231 6.18% 2793759 3836695 63427322 0.001256793 324716 258368629 147 2916400634

332297191 1.97% 30691496 63036175 1186523919 0.000684821 19731178 28812181260 2359 83077597682

2472 0.98% 7181 8763 165626 0.000501636 1370 2731062 13 17884406

1225250 1.65% 345799 769416 381106196 0.002484699 143567 57780450 117 854500465

308128353 1.96% 15628503 20846254 344165945 0.003433806 4698625 1368343327 611 5115805483

15164247 5.14% 8888990 11132114 121390676 0.002002528 1175511 587013610 386 4144492671

61492709 6.43% 13074455 24243072 516237070 0.001623739 3106168 1912972600 1117 12948841890

1333461 7.45% 846113 1458140 54142098 0.002075248 165956 79969256 245 1409856891

380596 4.82% 54226841 54429529 8110561 0.002064686 114997 55697083 126 620320261

105804063 4.40% 66581405 84043641 381410975 0.003412909 9233584 2705488021 1777 14832050700

26463999 0.79% 29811938 32150845 953778856 0.000806839 1769553 2193192149 668 21018675795

433469873 4.07% 62009630 112342080 1171488061 0.003288495 37860905 11513142081 1481 44211618649

1795405 4.95% 1833079 3095218 41297576 0.002215959 497795 224640876 254 2279231250

2680479 2.21% 2426592 3760135 22480462 0.002282836 1127904 494080278 223 2624877459

10129338 6.70% 2635883 4041071 50033741 0.003764245 818790 217517710 205 2244919213

17811240 4.93% 975639 1902233 57937532 0.001617474 633537 391682924 195 1761905996

Rich Media Metrics (continued)

4

Nonui Panelimps NumCampaigns Percent of Imps Richmedia Backup Clicks Total Panel Clicks Total Panel Imps UI Panel CTR Ui Panelclicks Ui Panelimps

10709843 109 636191356 51341 38260 12248068 1.25% 19258 1538225

371035997 101 2286906977 133078 629052 399039193 0.81% 226654 28003196

258368629 147 2916400634 283811 1042936 346579898 0.81% 718220 88211269

28812181260 2359 83077597682 5298162 32344679 30016392768 1.05% 12613501 1204211508

2731062 13 17884406 1108 1582 2814814 0.25% 212 83752

57780450 117 854500465 63748 423617 69937287 2.30% 280050 12156837

1368343327 611 5115805483 943910 5217751 1418788913 1.03% 519126 50445586

587013610 386 4144492671 642496 2243124 739552365 0.70% 1067613 152538755

1912972600 1117 12948841890 1645290 11168617 2568854011 1.23% 8062449 655881411

79969256 245 1409856891 200169 612027 153309500 0.61% 446071 73340244

55697083 126 620320261 37815 202688 66374360 0.82% 87691 10677277

2705488021 1777 14832050700 2008203 17462236 3089795455 2.14% 8228652 384307434

2193192149 668 21018675795 1037110 2338907 2311195689 0.48% 569354 118003540

11513142081 1481 44211618649 2907024 50332450 12512420512 1.25% 12471545 999278431

224640876 254 2279231250 222685 1262139 283153606 1.31% 764344 58512730

494080278 223 2624877459 153370 1333543 520585579 0.78% 205639 26505301

217517710 205 2244919213 198018 1405188 279196738 0.95% 586398 61679028

391682924 195 1761905996 230987 926594 448584677 0.52% 293057 56901753

Rich Media Metrics (continued)

5

Video 100 Completion Count Video 100% Completion Rate Video 25 Completion Count Video 25% Completion Rate Video 50 Completion Count Video 50% Completion Rate

1002329 49.7% 1447343 71.8% 1244509 61.7%

120961719 63.6% 157987952 83.1% 140997188 74.1%

22154571 57.1% 28441519 73.3% 25041953 64.5%

639790741 39.5% 914198644 56.4% 792741122 48.9%

13260 60.4% 17029 77.6% 15223 69.4%

7272190 61.2% 9311120 78.4% 8393918 70.7%

292615653 57.7% 458842248 90.4% 386452277 76.1%

51261598 51.4% 71399598 71.6% 61659046 61.9%

487336646 52.2% 632129618 67.6% 571726119 61.2%

20485710 18.4% 27024988 24.3% 23867826 21.4%

5871408 58.6% 7854014 78.4% 6949528 69.4%

618640722 42.6% 882474277 60.8% 747652138 51.5%

34529273 33.0% 38863946 37.1% 36634267 35.0%

620993839 53.2% 798156035 68.4% 706889421 60.6%

39375819 64.1% 50622757 82.5% 45349069 73.9%

219366982 61.0% 294780768 82.0% 260229337 72.4%

15320674 65.0% 19614740 83.2% 17650866 74.9%

22298738 57.3% 29933251 76.9% 26407491 67.8%

Rich Media Metrics (still…continued)

The list goes on!

6

Key Points

What is rich media?

Rich Media metrics

Harnessing insights

7 Click on image in slide show mode to view demo

WHAT IS RICH MEDIA DISPLAY ADVERTISING?

8

Use Creative to Engage

High Impact Executions/

Page Takeovers

Integrated/Synched Video

Interactive Experience

and Engagement

Interactivity ,Gaming,

Data Entry

Click the images above to experience the value of creative

Expandables with Multiple

Videos

Photo Upload

Highly interactive non-

expanding rich media

Dynamic: XML, Offers, Ad

Versioning, Landing Pages

9

THE GLUE THAT HOLDS IT ALL TOGETHER

Advertiser

Media

Creative

Publisher B

Publisher A

Publisher C

10

Audience Understanding

& Knowledge, Finding

more Targets

Audience

More Engaging and Higher Impact Ads with Interactive Functionality and Feature-Rich Creative

Creative

More Relevant Data Driven Ads with Audience-specific promotions and messaging based on BT, geo, demo and more

Data

Distribution

Performance

5 Key Ingredients to Making the Most Out Of Every Impression

11

Measure: Analytics and Insights

• Impressions

• Clicks

• Interactions

• Panels

• Activities

• Interaction Costs

• Panel Costs

• Activity Costs

• Video Costs

• Dynamic ad variables

• Video

• Reach & Frequency

• Site Events

• Site Event Revenue

• Site Event Time Lag

• Campaign Properties

• Placement Properties

• Creative Properties

• Impression Cost

• Click Costs

12

ANATOMY OF A RICH MEDIA AD

Click on image in slide show mode to view demo

Banner Panel

1. Banner automatically displays on

publisher site (1 impression)

2. Upon rollover, panel expands (1 interaction)

3. Panels can contain any combination of rich media features

4. User can click-through to site to continue experience (1 click-through)

Web-site

GAMING

PRICE COMPARISON

INTERACTIVE VIDEO PHOTO GALLERY

STANDARD VIDEO

13

Aggregations – Break it out!

• Advertiser

• Campaign

• Channel

• Publisher

• Placement

• Creative Group

• Creative

• Panels

• Creative Size

• Display Format

• Browser

• Day

• Week

• Month

• Hour

14

REPORTING

AdPortal

REPORTING: Analytics and compelling insights

drive ad effectiveness

15

REPORTING

Benchmarks

REPORTING: Analytics and compelling insights

drive ad effectiveness

16

REPORTING

Analysis • Automated Reports

(Excel / CSV)

REPORTING: Analytics and compelling insights

drive ad effectiveness

17

REPORTING

Analysis • Automated Reports

(Excel / CSV)

• Custom Analysis

• Open Insights

• Data Dump

REPORTING: Analytics and compelling insights

drive ad effectiveness

18

REPORTING

Analysis • Automated Reports

(Excel / CSV)

• Custom Analysis

REPORTING: Analytics and compelling insights

drive ad effectiveness

19

REPORTING

Analysis • Automated Reports

(Excel / CSV)

• Custom Analysis

• Open Insights

REPORTING: Analytics and compelling insights

drive ad effectiveness

Finding Your Audience

Serve the Best Creatives

Dashboard Integration

Understanding your Audience

20

Audience Understanding

& Knowledge, Finding

more Targets

Audience

More Engaging and Higher Impact Ads with Interactive Functionality and Feature-Rich Creative

Creative

More Relevant Data Driven Ads with Audience-specific promotions and messaging based on BT, geo, demo and more

Data

Distribution

Performance

5 Key Ingredients to Making the Most Out Of Every Impression

21

HD Video

E-Circular (PaperBoy)

Dynamic Data

Synched Video

Dynamic Video

Live Streaming Video

Viral Video

Video “hotspotting”

InStream Video

Alpha Green Screen Video

Full Screen Video

Sliding Video

Data Collection

Instant Email

Calendar reminder

Map Integration

Gaming

Quiz

User Content Submissions

Photo Upload Polling

Dynamic Data Feed

Photo Gallery

Static Data Feed

Text to Speech

Send to a friend

Syndic@st

Personalized SMS/MMS

Mobile Coupon

Ringtone Downloads

Dig@torial

Click to call PDF Downloads

Custom Voicemail

Drawing Features

E-Cards

Lead Generation

Email Reminder

Store Locator

Real-time inventory

RSS

Printing

ePrize

In banner purchasing

Artificial Intelligence and Avatars: Oddcast

Real Time e-commerce data: Channel Intelligence

Non-User-Initiated Video

Custom Video

3D Video

Interactive Video

Wallpaper Downloads

Facebook

Mouse Detection

Co-branding

Basic Gaming

Product selector

Dynamic Ads

Panache

Ripple 6 Social Ads

Channel/Show Finder: TMS

NWS / Weather Feeds

Financial Feeds

MovieConnect / Aura

widgets

Browser Shake

Digital Coupons

Twitter

Anchored Float

Pre-Expandable

Synched

Expandable

Polite

Gutters

Pushdown

Peelback

In-Stream

Custom Homepage

iPhone

Over-the-page Float

Flash Advanced

Pre-Roll

Homepage Takeover

Interstitial Formats

Features

Partnerships

Video Direct Response Dynamic Branding Mobile Tie-Ins

Webcam

22

Prioritizing Objectives

Banner Impressions

Print Coupon

Submit Email DR

Branding Game Start

Specific features generally perform according to position within the ad-unit

Click on image to view demo Image does not reflect actual campaign performance

23

The Metrics Trade-off

Branding Impact DR Impact

Objectives Spectrum Branding Direct Response

Click on image to view demo

24

Thank you!

Justin Gerhardstein, pointroll

Manager, National Sales Strategy

────────────────────────

225 N Michigan Ave, Suite 1600, Chicago, IL 60601

p: 312.278.9235 x2982 c: 312.401.5498 f: 312.640.2636

e: jgerhardstein@pointroll.com | www.pointroll.com