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transcript

Online Advertising Trends Amongst Magazine Publishers

October 2010

Introduction

About the Company

•Provides enterprise-level brand advertising effectiveness technology platform that supports measurement and

optimization of all key processes in the brand advertising life cycle

•Developed the first real-time brand measurement technology

•Clients include top brands, agencies, publishers, ad networks, and ad exchanges in the online brand

advertising community

•Offices in San Francisco and New York

About the Speaker

•Dan Beltramo, CEO and Co-Founder

•Unique blend of advertising, technology, and data business experience

•Prior P&G and Clorox brand manager, and VP of Marketing for Instill Corp.

•Started Vizu after being frustrated with the lack of viable brand metrics

ADVERTISING INDUSTRY OVERVIEW

Advertising Landscape Overview by Spend

+1.6%-1.8%

+2.0% +2.8%

+11.3%

Source: IAB Internet Advertising Revenue Report, 2010 First Half-Year Results

Rumors of Magazine’s Death Have Been Greatly Exaggerated

5-Year Growth Trend in Media UsagePercent Change 2009 vs. 2005

Television Online Magazines Newspapers Radio

Age 18+ 3.5% 19.0% 4.3% -3.9% 2.4%

Age 18-34 -0.9% 14.6% 1.4% -9.8% -1.6%

Age 35-49 -1.1% 11.1% -0.3% -9.9% -2.4%

Age 50+ 10.3% 34.3% 10.8% 5.1% 10.8%

Source: MRI, Fall 2005 – 2009

93% of U.S. adults read magazines

96% of those under 35 read

magazines

Source: MPA Magazine Handbook, 2010/11

Online Continues to Grow the Fastest

Printed Page, Meet the Web Page

ONLINE INDUSTRY TRENDS

Display and Video are Growing…

+11.3%

+16.3%

+44.7%-15.7% -15.7%

+11.0% +11.5%

+11.3%

…and is Forecasted to Continue to Grow

+35.5%

+266.4%+34.6%

+0.1% +15.2% +32.8%+24.6% +19.6%

Source: eMarketer, May 2010

Digital Video Growth and Trends

“Video ads will be the single largest driver of the digital media marketplace.” – Barry Salzman, Managing Director, Media and Platforms, Google

+266.4%

Video – Everywhere

Pre-Roll Video Ads

In-Banner Video Ads

Video – Everywhere, in Every Way

The Overlay: Click to Video is an in-player ad unit that runs over the bottom 20% of the screen for 15 seconds without

stopping the video stream. When clicked, the video content pauses, and a video or Flash ad launches.

The Branded Player is a customized player skin that incorporates a sponsor’s branding.

Triple Play is a 5- to 20-second pre-roll paired with a 10-second end slate that features a menu of options

for viewers to engage with your brand.

PowerRoll is a video ad that is enhanced with an interactive overlay, such as xml data feed.

InSynch synchronizes an in-stream video ad (pre-roll, mid-roll) with in-page banner ads, enabling an advertiser's message to bounce back and forth between not only the two ad placements, but across the

entire website page.

Ad Frames: In-banner video ads that expand into full-screen ads upon user mouseover or click

Ad Frames Doc: A video interstitial that minimizes into a persistent display ad for more chances to engage.

Magazines – New 2010 Video Initiatives

The Current State of Video Metrics

Progress Metrics: Server-based metricsImpressions and views•Impressions delivered•Cost per impression•Unique viewers•Unique viewers by time and location•Number of views•Repeat views•Cost per video view

Time and completion•Completion rate•Time viewing ad (seconds)•Percent viewed (of total ad time)•Time of day viewed

Interactions•Interaction time (seconds)•Interaction rate•Start rate (user initiation)•Mouse-over•Number of clicks•Click rate•Click-aways•Video unmutes•Video mutes•Cost per engagement

Traffic and sharing•Referral source•Search terms that refer viewers•Previous and subsequent websites visited•Number of video ads forwarded

Performance vs Progress Metrics

Source: Tremor Media and DM2Pro, “State of Online Video 2010,” April 12, 2010

The Future of Video Metrics?

Performance Metrics: panel- or survey-based brand-lift (aka, brand-health)

Performance Metrics

•Aided awareness

•Unaided awareness

•Online ad awareness

•Message association

•Brand favorability

•Purchase intent

Everyone is Getting into Display

• On June 18, 2010, Google introduced the Google Display Network

(brought to you by the house that search built)

• On October 14, 2010, when announcing Q3 revenue, Google indicates that its display networks is on its way to becoming a $2.5 billion business

ZAPN – Magazine Ad Network

OPA – Pushdown Unit

OPA – Fixed Panel

OPA – XXL Box

Magazines - Websites

Mobile is Growing

“Jury’s Still Out” on Social Media

Ad Exchanges – Video and Mobile Taking Over

• Ad Exchange: An ad exchange is a company that brokers online advertising by bringing publishers and advertisers together on a website where they can participate in auctions for ad space.

METRICS

Online Branding Dollars Left on the Table

Direct:$55 billion Brand:

$91 billion

Total: $147 billionTotal: $24 billion

Source: Brand.net analysis based on Barclays Capital, Think Equity Partners LLC, and DMA

Metrics are the Key

Ad Effectiveness Measurement Criteria

Timeliness Enterprise Technology Dashboard Accessibility Methodology Response Rate/Low

Response Bias Statistical Significance Representative Sampling Data Quality In-Campaign Optimization

REAL TIME ANALYTICS

PANEL RESEARCH

CUSTOM RESEARCH

Vizu’s Brand Advertising Effectiveness PlatformAd Catalyst In Action

Vizu’s Brand Advertising Effectiveness PlatformAd Catalyst: Standard Brand Objectives

AwarenessWhich of the following [BRANDS/PRODUCTS] have you heard of in the past [X MONTHS]?

AttitudesHow would you rate [BRAND/PRODUCT] in terms of [ATTRIBUTE]?

FavorabilityHow favorably do you view [BRAND/PRODUCT]?

IntentHow likely are you to [SOME ACTION][BRAND/PRODUCT] in the next [X MONTHS]?

PreferenceAmong the following [BRANDS/PRODUCTS] which one do you prefer most?

Real Time Brand Metrics

Frequency Optimization

Creative Measurement

Media Measurement

Targeting Segmentation

Detailed Survey Results

Trends Over Time

THANK YOU

Dan BeltramoCEO

Vizu Corporationwww.brandlift.com

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