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Measure and optimize online branding advertising

Agenda

Why is ad Exposure important?

Alenty positioning

Which KPI's should be used to measure ad display branding campaigns?

Alenty and post test ROI studies

Alenty Deliverables

Alenty Key Metrics

Why is ad Exposure important?

Recommendations for Agencies, Publishers and Ad Networks

Who are we ?

Alenty's founders are the creators of the NetRatings

measurement systems.

Our observation

For the display market, some independent and

GRP like KPI's are still not measured!

Our approach

An analysis within the web pages calculating the

viewing time and visibility rate of ad campaigns

Innovation

An embedded script that clocks individuals whilst they are actively web

surfing

Our positioning

Branding campaigns offer the possibility to increase the value of this media. A precise measure of time to identify

premium inventory will soon become the main KPI

Are your ad-banners seen ?Why effective ad exposure is so important ?

Ad visible on screen :considered as seen if the web surfer is active.

Ad not visible on screen (and therefore not measured by Alenty)

Effective exposure is key...

Alenty uses two criteria to define visibility:

• Visibility on screen• mouse/keyboard activity

The current “above the fold” rule does not guaranty a high viewing time!

Many sites offer placement right at the top of their pages, far

from contents.

Observation:

These ad spaces have a great visibility rate, but their impression duration is quite low because surfers scroll down quickly for content

Alenty helps you finding ad spaces with the highest impression duration amongst publishers and ad networks.

Alenty helps optimising each impression

0% 100%0s

Viewed area

Creative duration (15 seconds)

What advertisers wants

0s-0% : 27% of the impressions

Impressions distribution

Branding campaigns:Why switch from CTR to Impression Duration?

Branding campaigns KPI & ROI measurement

Are your ads smartly seen (surface and duration)? A much finer measure than the “above the fold rule”

A more exhaustive and precise measure than the “dwell time”

Branding effect measurementAwareness – message association – favorability – purchase intent

Sales impact measurement

Impression duration should be the N°1 KPI for branding campaigns

Use Alenty metrics for Branding ROI analysis

The Internet is lagging badly in capturingBrand ad $ (€ or £)

More & bigger budgets

less price sensitive

More value for all online players

Traditional media measures (GRP)

Branding ROI measurement

What is missing ?

Branding campaigns

CTR: less and less and less... one of the reason of the value loss....

Only 1 in 3 browser is a clicker....and they are not a representative sample

(July 2009: clickers = 16%)

More Ad conversions are the result of viewing the banner rather than click...

Alenty key metrics

Pure players Games Media Services Social networks Ecommerce0%

Only 73% of served banners are seen!!!The difference from one type of site to another is big

Study SNPTV, january 2009

Visibility Rate

Exposure Time

Ads are seen for 15 secs on average.

Study SNPTV, january 2009

Pure players Games Media Services Social networks Ecommerce0

Not seen0-5 s

5-10 s10-15 s

15-20 s20-25 s

25-30 s30-35 s

35-40 s40-45 s

45-50 s50-55 s

55-60 s≥ 60s

Memorization

Effect of Impression duration on Memorisation(based on creative duration of 25s)

Memorization score

➢Best memorisation score uplift: impression duration of 25-30s➢At least 80% of the creative duration (20s) has to be seen

➢ Over exposure does not create further uplift

ImpressionDuration

Source: www.mediamento.com. Research done on campaign post tests tagged with Alenty in 2010

Not seen0-5 s

5-10 s10-15 s

15-20 s20-25 s

25-30 s30-35 s

35-40 s40-45 s

45-50 s50-55 s

55-60 s≥ 60s

Memorization

Standard campaigns Campaign optimised with Alenty

Memorization score % inventory

Effect of Impression duration on Memorisation(based on creative duration of 25s)

ImpressionDuration

➢ 70% of the media plan of standard campaigns is not optimised for best memorisation➢ Campaigns of publishers optimised with Alenty register a memorisation score 3 to 5 times higher

70% of inventory

Not exposed 1 2 3 4 5 6 7 8 9 ≥ 10+ 0%

Memorization

Contact repetition optimization

Memorization score

Best memorisation score is obtained with 4 impression repetitions

Not exposed 1 2 3 4 5 6 7 8 9 ≥ 10+ 0%

Memorization

ideal branding retargeting campaign

Campaigns not optimised

Unique User repetition optimization

Memorization score

Impression repetition

% inventory

➢85% of the “unique users” are completely under-exposed➢A focus on re-targeting is important to reach the best memorisation score

85% of unique users

Media agencies working with Alenty benefit from impression duration 100% higher than standard campaigns

2009-10 2009-11 2009-12 2010-1 2010-2 2010-3 2010-4 2010-5 2010-6 2010-7 2010-8 2010-9 2010-10 2010-11 2010-120

impression duration trends: a much better Brand exposure durationbased on branding campaigns done by french media agencies and tracked by Alenty

Average impression duration in France:15,64s

30sCampaigns optimised with Alenty

Deliverables

Alenty users can monitor via a web interface the campaign KPI's on a daily basis

Optimize your media plan on a daily basis

Visibility Reports

Budget/Costs

Context Analysis

Contact Analysis

Impression Duration

After each campaigns, excel based visibility reports will help you optimise future campaigns based on:

Deliverables for Agencies

Synthesis: main crossings analysis

Duration of creative seenPartial visibility duration per viewed

impression / creative duration

100 The creation

is seen during its

whole length on average

Example: 80%(average media plan rate)

The creative is seen by more contacts than the

media plan average but not long enough to be seen

completely

Exposure rate100 %

Don't let sleeping dogs lie!Action required

Bad visibility: the ads aren't seen by a lot of people and

they can't see it long enough.

The creation is seen long enough to be seen

completely, but it is viewed by less contact than the

average.

A BED of roses!My ads are seen by everyone and during a long time

Analysis of the 10 biggest nodes Creative/site/placement (in served impressions)

% of visible surface

100%75%

Caption

How comfortable is your BED ?

Duration of creative seenPartial visibility duration per viewed

impression / creative duration

100 The creation

is seen during its

whole length on average

Example: 80%(average media plan rate)

The creative is seen by more contacts than the

media plan average but not long enough to be seen

completely

Exposure rate100 %

3The creation is seen long enough to be seen

completely, but it is viewed by less contact than the

average.

A BED of roses!My ads are seen by everyone and during a long time

...leading to smarter purchases

Same analysis taking the costs into consideration

% of the visible

surface 100%

100%75%

CPM20% under the average and under

20% over the average and overaverage (+/- 20%)

Caption

Don't let sleeping dogs lie!Reaction required

Bad visibility: the ads aren't seen by a lot of people and

they can't see it long enough.

How comfortable is your BED ?

Deliverables for Publishers/ Ad-Networks

Alenty helps Ad-networks and publishers identify inventory ideal for branding campaigns

Select ad spaces Suitable for branding

Campaigns (impression duration > 20s)

Optimize the inventory(increase the impression duration)

Guarantee the exposure duration...

to justify and defend/increase CPM rate

Give value to theinventory with Alenty

Efficiency analyses

Increase the unit prices of the most

visible spaces(notably for the first crossing)

Introduction ofrefreshs for the

4th space inorder to increase

its volume

Improve the ad positioning for crossing #3

and #5.

Improve the contentand/or ergonomicsfor crossings #7,#8,#9 and #12

Typical recommendations for publishers/Ad Networks:

Viewed impresionduration

(secondes)

25 secAverage

site duration

75 %Average site rate

Ad visibility rate (%)

duration (secondes)

Legende2030

CPM< 80% under the average

> 120% over the averagearound the average (+/- 20%)

“off line efficiency” studies Impact on memorization and

In-store sales

Branding ROI campaign measurement can now bebased on panelist who have been effectively exposedand have viewed ads (not just been served ads...)

Methodology

In stores salesMemorization

Users on-line recruitment Access panel

MarketingScan(or any loyalty card)

Alenty can be tagged to any panel for post tests analysis and has partnership with Nielsen (Brand effectiveness) and TNS.

AdServer Banner

Alenty serversAlenty script

Accesspanel

Panelists id

Visibility measurement

Panelists exposure

Post-test Campaign visibility report

Alenty script

Recommendations

Generic Recommendations for Media Agencies 1/3

Optimise each campaign on a daily basis

• Make media planning decisions (per site/per placement/per format) based on branding metrics such as:

Ø Visibility rateØ Impression DurationØBrand Exposure DurationØCost per thousand minutes

Build a branding campaign database

• Build a campaign database to benchmark campaign resultsand optimise your branding Media Planning

Generic Recommendations for Media Agencies 2/3

Work smarter with publishers and ad networks:

• Get more impressions for the same budget

• Leverage results to negotiate CPM

• Build partnerships with publishers/ad network to identify inventory ideal for future branding campaigns (duration per viewed impression >20s & visibility rate >70%)

Generic Recommendations for media agencies 3/3

Enhance relationship with Advertisers by:

• Getting better results for the same budget

• Communicating results with a generic metric (Brand exposure Duration, based on time), relevant for integrated campaign reporting

• Providing (in the future) measures of engagement

•Reassuring advertisers that you have the tools and metrics to roll outeffective Branding campaigns and secure more/bigger budget

•Differentiate yourself from your competitors !

Generic Recommendations for Publishers and Ad networks

From a Sales point of view:

• Segment your inventory and offer a “Premium branding pack” dedicated to branding campaigns by identifying sites, placements and formats best suited for branding campaigns

• Guarantee a minimum viewing times (15s, 20s, etc.) and/ora minimum visibility rate

• Increase your CPM rate accordingly (15s=£15 CPM?)

• Defend your (high) CPM rate by certifying the quality of your inventoryby a third party independent organisation.

• A global value proposition that offers a measure close to GRP thatcan be easily integrated for ROI calculation of integrated campaigns

• Provide measures of engagement

• Attract ever increasing online budgets of mainstream brand advertisers

• Offer a superior service by benchmarking campaigns of your key clients

Generic Recommendations for Ad networks

From a Network Management point of view:

• Optimise your data partnership strategy and understand which type ofsites, placements and formats are best suited for branding campaigns

• Offer consultancy to your key publishers based on the keyfollowing Alenty metrics:

Page duration Ad exposure rate (% of the ad creative seen) Duration per viewed impression Visibility rate (% of served ads seen) Impression duration Revenue per thousand minutes per format/placement/sites

• Use Alenty metrics as a retention tool and keep publishers in thenetwork by sharing best practises and helping them improving/creatingbranding inventory

• Measure new publishers sites recruited and assess their branding inventory potential and possible ROI

We work with Agencies, Publishers and Ad Networks

Advertisers using Alenty metrics...

Thank you for your attention

Eric Merceron

Phone : +44 07892 877 051Mail :eric.merceron@alenty.com

Web : www.alenty.com

Questions?

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