Ms. Angie Chung, Httpool

1. How to better measure and optimize display media? Prepared for eCMO Conference June 2010

2. Httpool is one of the fastest growing global online advertising solution providers, with a focus on emerging markets International Presence: London (HQ) + 13 offices in Europe, India and Asia Httpool Asia is technology-driven with focus on Performance Marketing: Everything you’ve wanted in an ad network: Broad efficient reach + a diverse portfolio of inventory, pricing model and targeting options! Our goal is to deliver Reach, Quality and Results for advertisers and agencies INTRODUCTION

4. Efficiency (CPM for volume, CPC, Pay-per-visit, CPA for performance driven)

5. Technology

6. Targeting/ Retargeting (behavioral segments)

7. Real-time optimization (on media buy, creative)

8. Data

9. Measurability

10. AccountabilityDISPLAY ADVERTISING 2.0

12. Traditional linear CAMPAIGN planning MEASUREMENT PROCESS CAMPAIGN LIVE Post Campaign Report Evaluate, Measure, Learn After 2 weeks

13. Real-time optimization

14. Real time Optimization & re-Targeting Registration Flow HTTPOOL network Landing page Registration page Thank you page Thank you for registration Optimize Against Thank you page Re-target Drop off users Build Segment (who had been to landing page)

16. Guarantee Traffic to the site, no risk -> site traffic increased by 70%

17. Brand building

18. Banners shows 50 million times across targeted geos (capped by budget)

19. Real-time optimization against thank you page

20. Increase online registration rate by 30%

21. Re-target drop off users

22. Call back users that did not complete the registration

23. Build Consumer Segments for later campaignsBenefits to client

25. Banner: clear message + strong call to action

26. Easy and Simple Registration path (ideal 3 pages)

27. Landing Page: Clear purpose/ benefit messageHow to do a successful cpa campaign

29. No. of Clicks generated (CTR)

31. Last-ad modelIn Tradition – Crediting Conversions to Last Ad Ignores 93%-95% audience engagement

33. Therefore, when look into total consumer conversions cross channel, display accounts for 72% of total conversions Sources: AdReady (September 2009)

35. 71% of sponsored search clicks are navigational in nature

36. Broad interest sites like social media, news and entertainment sites, on the other hand, often reaches consumers much earlier

37. ad networks provides delivering Broad Reach and engagement and their ability to target ads to likely prospects (e.g. behavioral and psychographic targeting) helps conversionSources: Microsoft Atlas

39. Improves Site Engagement - 55% lift in time spent on advertiser’s site on those who viewed a branded ad in this study (34 minutes per unique visitor vs. the 22 average minutes per unique when they were not shown the ad)

40. Improve eCommerce Spend By An Average Of 7% - 7% average lift in eCommerce spend per ad site visitor.

41. Travel spend was 9% higher among exposed users

42. CPG spend was 14% higher

43. Consumer electronics was 22% higherDisplay ads are effective even when people don't click on them: Sources: OPA (Online Publishers Association ) and Comscore

44. httpool pay-per-visit Network PAID CLICKS FREE EXPOSURE Tracking: Click Conversion VS. View Conversion

46. Impressions toward relevant audiences (CTR would be good indicator)

47. Reach and Frequency

48. Site Engagement

49. Unique visitors and bounce rate

50. Time spend and average page view

51. Performance Improvement

53. An audience came back 30 days after viewing the ad

54. Increase time spent/ user by over 200%

55. Increase brand term searches by over 30%

56. Increase Search CTR by over 50%

57. Increased sales by nearly 30%Benefits to client

59. Efficiency (CPM for volume, CPC, Pay-per-visit, CPA for performance driven)

60. Technology

61. Targeting/ Retargeting (behavioral segments)

62. Real-time optimization (on media buy, creative)

63. Data

64. Measurability

65. AccountabilityDISPLAY ADVERTISING 2.0

66. Questions?

67. Thank you!