Performance-Based Advertising

The ROI-driven marketing strategy

As a marketer, would you prefer:

Paying for ad space?

or

Paying for desired visitor actions (leads,

downloads, registrations, clicks etc)?

The first advertising model with virtually no waste

What is Performance Advertising?

• New online strategy based on pay-for-performance model

– Advertiser pays for valid leads or actions after they occur

– Publisher controls ad placement, frequency & duration

• Ideal for lead generation campaigns

• Infrastructure/analytics allow measurement & optimization

– Monitor & track click-throughs, lead generation rates, performance

and costs across multiple campaigns & Web sites

Performance Advertising: A Proven Concept

• Amazon.com developed

concept in 1996

• Used by over 50% of major

retail/consumer companies

• Channel generates up to 40% of

their revenue

• A $6 billion market growing by

13% per year*

*2008 Jupiter Research estimate

The Benefits

• Advertiser only pays when value is generated, reducing risk

• Pay for actions, not eyeballs

• Only paying for prospect types you want

• Captures full prospect data in real time

• Provides detailed reports on campaign performance

• Campaign start-up costs (ad creative) are same as

traditional Web advertising

• Interfaces seamlessly with advertiser’s Web site

The Offer

• Content incentive or offer is essential to motivate

Web visitor response

• Knowledge-based or value-based incentives are

most effective

– White papers

– Video downloads & podcasts

– Webinar/seminar registrations

– Discounts

– Free trials

• Visitors directed to landing/registration pages

High Quality Leads

• Prospect must provide valid email address, company

name, phone, etc

• Advertiser only pays for leads that meet established

criteria

– Prospects with unwanted attributes (geography, competitors,

students, etc) are eliminated

• Only motivated prospects will register & download highly

specific offers/content

Our Networks

• TW Networks works with B2B publishers reaching many

vertical markets

– Industrial automation

– Manufacturing & processing

– Logistics

– Life sciences

– Electronics

– HVAC/building management

Case Study

• Industrial automation company introduced wireless asset

management technology

• Developed technology white paper

• 60-day performance marketing campaigns with Automation.com

& Chemical Processing

• $60 per lead

• Results

– Impressions 62,871

– Click-throughs 2,084

– Qualified leads 289

– Lead conversion rate 14%

– Significant quotation activity

About TW Networks (www.twnetworks.com)

• First performance marketing network focused on B2B & technology

• Brings advertisers & publishers together in pay-for-performance

relationships

– Campaign development

– Price negotiations

– Web publisher recruitment

– Network development & management

– Campaign analytics, measurement and optimization

• A division of Tiziani Whitmyre, Inc.

– Leading Boston-based B2B marketing service firm

– Interactive marketing & public relations

– Advertising & creative services

– Marketing software development