Direct Response Presentation and Offer

1. Newly Released Study
Demonstrates Brand Lift and CTR
Increase when Display Ads are
“Socialized”
What does this mean for you?
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2. Most ads are ignored or irrelevant—
This can be changed quickly and easily!
• Add relevancy by connecting the audience to
something unique, relevant, and immediate within
their social grid.
• Add the novelty of real-time information to draw the
audience in to the “message” of the ad.
• Improve ANY existing display add with a “bolt-on”
enhancement that increases its appeal and relevancy.
Improve the performance of any campaign in less than
24 yours, without doing any work yourself.

3. Socialmedia.com Presents:
“Social Momentum”
• A proprietary social ad product that lifts CTR by 100-
500+%.
• A proprietary social ad product that delivers positive peer
influence by converting standard ads into dynamic, user-
targeted social endorsements.
• A proprietary social ad product that “bolts-on” to your
current creative-- regardless of the ad unit, the media
placement, or your current ad serving or ad targeting
choices.
You change NOTHING in how you run, traffic, or measure.
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4. “Social Momentum”—
the easy solution to “socializing” ads
Background:
• Consumers are compelled by the endorsements and actions of their
communities.
• Advertisers can NOW deliver customized social endorsements directly
through ads, in real time.
• Social Momentum ads dynamically display the optimal community data to
elicit the desired user action.
Results:
In a series of A/B tests with leading brands and publishers; the Social
Momentum product dramatically boosted performance.
– CTR: additional consumers to landing page
– Branding: higher ad engagement, time spent within ad
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5. How it works
• Relevant social data is automatically layered on top of your existing
creative
• The relevant social data will create peer influence and community
endorsement that will increase performance
• The data is updated in real time, and is relevant to the audience to
which it is shown (different ads shown to different communities)
SocialMedia.com5
Bubble
Expands

6. Examples
• Each message is optimized by selecting from a series of communities to which
the consumer belongs and by sharing the consumer actions that display a
community’s endorsement for the product.
• The social data can be chosen based on each individual’s dynamic profile-- such as
location, contextual affinity and demographic targeting.
• The consumer actions can come from user engagement with the ad, data from the
advertiser or data from other portions of the campaign.
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7. Recent Case Studies
Increased AOL’s
Kitchen Daily
performance by up to
500%
SocialMedia.com7
Increased
1800Flower’s
performance to 80%
Increased
GameTap’s
performance to 300%

8. Case Study: Harrah’s Hotel and
Casino
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Advertiser: Harrahs Publisher: Valueclick Network
Date: June – August 2010 Budget: $30K Impressions: 6.0 million
Results: Initial impressions showed that the non-gender specific message of “People in US”
performed 130% higher than the message targeted to males and 50% higher than the
message targeted to females. Campaign was optimized toward “People in US” creative
and overall campaign performance increased 150% to a CTR of 0.25%.

9. Results:
• Pairing traditional creative with the Social
Momentum ad-enhancement unit resulted in CTR
boosts of 300-800%.
• Success spans multiple categories, various targets
and placements ranging from premium to remnant
inventory
• Brand Recognition and Preference was lifted as a
result of “socializing” the display ads to add a degree
of relevancy to each recipient

10. The Offer (you can’t refuse)
• Test campaign:
– 10M minimum impressions
– A/B testing on creative and placement
– Sharing of any back end conversion metrics for
optimization
If there is not a minimum of a 100%
improvement in CTR over the
control ad, you pay NOTHING.
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11. Appendix:
SocialMedia.com
Research Summary
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12. Internal Benchmark
• SocialMedia.com conducted an internal study to
benchmark Social Momentum performance.
• Worked with 6 different advertisers to lift CTR of the
following control ads.

13. Internal Benchmark
• Paired self-optimizing Social Momentum ads with
control ads to test a virtually unlimited number of
creative combinations.
one of
millions

14. Internal Overlay Benchmark
• Trafficked control and overlay pairs on hundreds of
sites via Google Ad Exchange 2.0

15. Internal Benchmark
Each statistic represents a progressive optimization in the ad’s visual representation and/or
content classification, resulting in a new generation of tests.
90% confidence interval used to determine generational successors