See how Alenty can optimise ad display branding campaigns with the help of new metrics like impression duration and visibility rate. See how partnering Alenty can benefit Media Agencies, Advertisers, Publishers and Ad Networks

1. Measure and optimize online branding advertising

2. 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

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

7. mouse/keyboard activity

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

9. 0% 100% 0s 60s Visibility duration Viewed area Creative duration (15 seconds) What advertisers wants <30% of the impressions 0s-0% : 27% of the impressions Impressions distribution Alenty helps optimising each impression

11. 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 measurement Awareness – 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

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

14. (July 2009: clickers = 16%) Only 1 in 3 browser is a clicker....and they are not a representative sample

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

18. Only 73% of served banners are seen!!! The difference from one type of site to another is big Study SNPTV, january 2009 Visibility Rate

19. Ads are seen for 15 secs on average. Study SNPTV, january 2009 Exposure Time

21. At least 80% of the creative duration (20s) has to be seen

22. Over exposure does not create further uplift

24. Campaigns of publishers optimised with Alenty register a memorisation score 3 to 5 times higher

25. Memorization score Source : www.mediamento.com . Research done on campaign post tests tagged with Alenty in 2010 Contact repetition optimization Best memorisation score is obtained with 4 impression repetitions

27. A focus on re-targeting is important to reach the best memorisation score

28. Average impression duration in France:15,64s Campaigns optimised with Alenty Media agencies working with Alenty benefit from impression duration 100% higher than standard campaigns 30s

30. Alenty users can monitor via a web interface the campaign KPI's on a daily basis Optimize your media plan on a daily basis

31. 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:

36. 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 the inventory with Alenty Efficiency analyses

37. Increase the unit prices of the most visible spaces (notably for the first crossing) Introduction of refreshs for the 4th space in order to increase its volume Improve the ad positioning for crossing #3 and #5. Improve the content and/or ergonomics for crossings #7, #8,#9 and #12 Typical recommendations for publishers/Ad Networks: SNPTV Viewed impresion duration (secondes) 25 sec Average site duration 75 % Average site rate Ad visibility rate (%) 3 12 10 6 1 2 8 11 9 7 4 5 Page duration (secondes) Legende 20 30 50 CPM < 80% under the average > 120% over the average around the average (+/- 20%)

38. “ off line efficiency” studies Impact on memorization and In-store sales

39. Branding ROI campaign measurement can now be based on panelist who have been effectively exposed and have viewed ads (not just been served ads...)

40. Panelists id Visibility measurement Panelists exposure Alenty can be tagged to any panel for post tests analysis and has partnership with Nielsen (Brand effectiveness) and TNS. AdServer Banner Alenty servers Alenty script Access panel Post-test Campaign visibility report Alenty script Alenty script

41. Recommendations

43. Impression Duration

44. Brand Exposure Duration

52. dedicated to branding campaigns by identifying sites, placements

53. and formats best suited for branding campaigns

54. Guarantee a minimum viewing times (15s, 20s, etc.) and/or

55. a minimum visibility rate

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

57. Defend your (high) CPM rate by certifying the quality of your inventory

58. by a third party independent organisation.

59. A global value proposition that offers a measure close to GRP that

60. can be easily integrated for ROI calculation of integrated campaigns

61. Provide measures of engagement

62. Attract ever increasing online budgets of mainstream brand advertisers

63. Offer a superior service by benchmarking campaigns of your key clients Generic Recommendations for Publishers and Ad networks

65. sites, placements and formats are best suited for branding campaigns

66. Offer consultancy to your key publishers based on the key

68. Ad exposure rate (% of the ad creative seen)

69. Duration per viewed impression

70. Visibility rate (% of served ads seen)

71. Impression duration

73. inventory potential and possible ROI Generic Recommendations for Ad networks

74. We work with Agencies, Publishers and Ad Networks

75. Advertisers using Alenty metrics...

76. Thank you for your attention Eric Merceron Phone : +44 07892 877 051 Mail :eric.merceron@alenty.com Web : www.alenty.com Questions?