what is analytics? !9.26.08: an integrated media view of online video measurement. !

agenda A bird's eye view of the state of emerging media and online advertising analytics, a pov on gaps and long term needs, and best-in-class components to consider:

Online and Emerging Media Resources: Access to a team of ad agency /media professionals with extensive experience across digital ad campaign strategy, audience-demographic analytics, online-ad tracking and optimization, TV broadcast buying, and VOD-emerging media vendor management.

Initial Market Assessment: !Reporting of the "state of the industry" with an overview of current tracking and analytic practices. Providing a written top-line to discuss observational point-of-view

Reporting examples where possible, but focus will be downloading you on the media/client POV and needs.

Four Uses, One Priority Audience Demographic Insight, Validation For Sales Development

PROOF OF CAMPAIGN PERFORMANCE"FOR SPONSORSHIP PROSPECTS "

Program Optimization for Production Teams"Existing Shows, Future Development

Distributor Performance and Audience Delivery Tracking

what do we need to do?

scale for future

set the bar higher

help people “see” the insights

reduce tracking/planning complexity

how do we succeed !

with media people?

make them the hero

give them a solution

what are they living with?

Managed Chaos

Time is short, workloads high, focus limited

•  10-20 new companies cold calling digital buyers every day

•  Communications plans replacing media plans and messaging strategies

•  Balance of turn-key solutions when cookie-cutter, re-purposed work will not cut it

•  Agency roles/points of contact vary by shop and perspectives/factors vary by person

Pressured Environment

Clients pressuring agencies

•  Use data-driven targeting to minimize waste and accountability in results to optimize

•  Thinking “reach and frequency”, knowing something’s missing... Agencies seeking engagement metrics

•  18-month CMO and commoditization of relationships

•  Seeking buzz-worthy opportunities, innovation required in every plan (at the expense of doing what’s right)

Chaotic Changes

Media metrics and planning shifting from entrenched practices:

•  Shift away from targets being seen as a demo; more to behavior/attitudinal selections

•  Fragmentation though media consumption up on the whole

•  Non-monetizable, non-commercial vehicles consume their time

•  Brands getting personal and some met with skepticism, others embraced

•  Relevance versus Reach struggle

Opportunistic Outlook: Online Video

Huge value to video media: power of sight, sound, motion

•  Emotional capabilities in a longer-form

•  Familiarity to clients !

Importance of the consumer experience and advertiser association

•  Obtrusiveness of advertising, relevance to viewer

•  Viewing experience

•  Video quality

Current Uncertainty: Online Video

Complexity and unknowns

•  What’s simple, relatable and adaptable sells

•  Lack of standardization in offerings, ad platforms, reporting !

Varying business models, with bulk of focus in ad-supported, pre-roll environments or overlay ads

•  Confusion and fragmentation stalling progress

what do they expect?

great content, multiple ad units, managed execution, the right audience, right pricing, etc.

(but no deal if you can’t show!the numbers, deliver on back-end.)

big promises, poor delivery

disparate reporting!

no consistency

sales job

black box

business story(intro)

what do they have…!

what do they need?

Benchmarks Viewership up significantly, skewed by environment

142MM unique viewers monthly online

•  Google represents 92MM !

11.4b videos viewed monthly online

Google represents almost half of those – 5.04b !

235 minutes per viewer monthly

•  2.9 minutes per average viewer!

Full episode players skew female / short form skew male (Jupiter)

Gender gap between ages 25-44 (more men than women)

•  Product of content historically offered online (male-focused)

•  Men navigation focused (search), Women direct (specific property)

Current Reporting Practices Reporting varies widely across platforms (online video, VOD, mobile) and providers within each platform

• Site side, server side, distribution channel, etc.

Capabilities for richer metrics are available, but not always included in reporting

• Differences in metrics priorities, sensitivity / knowledge of what advertisers want / need

Below are baseline metrics typically offered by each platform

ONLINE Video on Demand MOBILE

Total Impressions Total VOD - enabled HH universe ImpressionsUnique Impressions Total Set top box views ClicksAverage Frequency Unique Set top box views WAP visitsShare of Voice Orders by DMA Data by carrierClick Thru Rate (by ad element and overall) Time Spent with video Opt-ins, sign-ups, etc.Time Spent with overlays/video, etc. Linear :30 impressions (promo units)Metrics by Creative ElementExpect to see reports on a monthly basis

"Expected" / Current Metrics

Discovery Process

Key Media Process Points

Reporting Roadmap Must Have / Expected

- Accepting Agency Tracking tags

- Total Impressions

- Share of Voice

- Clicks generated

- CTR (Overall and by ad unit)

- Time Spent by ad unit

- Metrics by Creative Execution

- Demographic Metrics by any segmentation purchased

- Cost factors associated with all metrics (CPM, CPC, etc.)

- Monthly and/or post-campaign reporting

Nice to Have

-  Unique Impressions

-  Average frequency, loyalty, recency

-  Time of day, day of week & other trending data

-  Performance by IP address data (Geography/Browser/ISP)

-  Site Research (traffic, trending, usage, user base, time spent, content ranking, composition)

-  Viral, pass-along activity

-  Content / content genre / format popularity / ranking

-  Referring sites or data by syndicated partner

-  Custom studies (user interaction with content/ads, attitudes)

-  Historical case studies

-  KPI metrics benchmarks

-  Custom reporting windows

“Dream to Have”

- Viewer “trick-play”" (pause, play-back, etc.)

- Proprietary “Engagement Factor”

- Custom reporting based on advertiser’s needs

- Advanced custom studies; correlating advertising impact on actual reported behavior

- Single customer view

- Single reach, frequency value x-platform

- Performance by Registration data

- 3 screen impact

- Common metrics / language

- Email or Mobile Alerts

- Dashboard capabilities

- Real-time results

- Advertiser accessibility

- Optimization

Third Party Tracking

Third-party ad-serve (Atlas, DoubleClick, etc.):

•  Interactive RFP management tool

•  Creative warehouse and trafficking center

•  Independent campaign auditor (impressions, clicks, pricing structure, spend) for campaign tracking and billing

•  Campaign data warehouse and reporting system

Atlas Servers

1.) Consumer visits web site (ESPN.com)

3.) Ad-server view IP addresses and determines the appropriate ad to serve

based on any targeting criteria

4.) Server delivers banner to ESPN and counts the

impression

How Third-party Tracking works

When banners are delivered: •  Impressions recorded

•  Users cookied

•  Post-impression Action Tag activity data can be collected

When consumers click on banners •  Clicks are recorded

•  Post-click Action Tag activity data can be collected

2.) As ESPN page loads, ESPN calls 3rd party ad

server for an advertisers ad

Reporting Examples Full Post-Analysis outline

Dashboards

Site side reporting

Monthly Syndicated Video Metrics

Server side reporting

Original Program & Demographic reeboot reporting concepts

BEST IN CLASS REPORTING: • 23-page spiral bound report including a CD with supplemental information. • 4 page Executive Summary

Background • Overview of ad units & type of inventory • Review of partner creative (1pg)

Overall Data: • Total Unique Viewers by Region by Month • Total Unique Viewers by Region % of total • Unique Viewer Month-to-Month Growth (% increase/decrease) • Number of Sessions per Unique per Region per Month • Number of Sessions per Month per Region per Month • Time Spent per Unique per Region per Month • Time Spent per Month Total per Region per Month • Hours of Available content • Hours of Content by Genre and Channel

BEST IN CLASS REPORTING: (cont) Campaign Data:

• Review of Monthly reports delivered during campaign: • Impression delivery by inventory element/ad unit • Audience size • Share of Voice • Click-Through Rates • Geographical Breakdown • Impression delivery by content channel

• Total impressions delivered by ad unit over campaign

• Campaign reach (raw) and frequency

• (Note: also added a multiplier to account for co-viewing to achieve! a “true reach” number)!

• Delivery Summary of Impressions, Clicks, Frequency by Month

BEST IN CLASS REPORTING: (cont)

Third Party Verification and Supplemental Data: • Results from third party study conducted simultaneously ! (7 pages included in report; full results on CD) which included:

• Brand Awareness • Advertising Receptivity & Effectiveness • Product Usage & Experience • Demographics • Technographics • Plus advertisers could include custom questions in the study

• 5 page summary on improvements, roadmap and opportunities for! additional participation

Dashboards

Dashboards

Dashboards

Dashboards

Dashboards

Dashboards

Dashboards

Site-Side Reporting

Ad Unit Site Section Start Date

End Date

Total Campaign

Impressions

Impressions Delivered to

Date Delivery Index

320x240 Pre-roll Video Site A RON 1/1 8/31 14,476,774 15,290,575 106%

300x60 Companion Unit Site B RON 1/1 8/31

-

- - 300x250 Companion Unit Site 3 RON 1/1 8/31

-

- -

Total Impressions 14,476,774 15,290,575 106%

Syndicated Monthly Video Metrics

Server-side Reporting

reeboot strategy

reeboot strategy!web & broadcast analytics benchmarking 9.26.08