The document provides tips for optimizing online advertising efficacy: 1. Consider high-frequency clickers who generate most clicks. 2. Measure impact of all ads, not just last ad, as many influence purchases. 3. Display ads have significant impact on visits, searches, users drawn in. 4. Combining search and display ads is more effective than using separately.

1. OPTIMISE YOUR ONLINE EFFICACY http://www.flickr.com/photos/netsrot/164613381/

2. HOW TO OPTIMISE YOUR ONLINE EFFICACY 1. Watch out for serial clickers 2. Don’t stop at the last click 3. Measure through the click 4. Think about branding 5. Believe in the efficacy of display Ads 6. Optimise: mix search with visuals 7. Use sites with editorial content 8. Adapt your formats to your strategy 9. Be noticed 10. Think creativ’

4. 84% of internet users do not click on any advertising Source : comScore/Starcom- March 09 – clicks during the previous month 1. WATCH OUT FOR SERIAL CLICKERS http://www.flickr.com/photos/myklroventine/2332789392/

5. And they make up a little sought after group : the majority are aged 25-44, with an average income <40 000$/year Source : comScore/Starcom- March 09 4% = 67% of users of all clicks generated http://www.flickr.com/photos/myklroventine/2332789392/ 1. WATCH OUT FOR SERIAL CLICKERS

6. http://www.flickr.com/photos/rfraser/3551246716// 2. DON’T STOP AT THE LAST CLICK

7. 2. DON’T STOP AT THE LAST CLICK Source : Atlas Institute/The long road to conversion - March 2009 The rate of conversion measures the efficacy of the last advertisement the internet user was exposed to. But this ignores the other contact which preceded it and which influenced the users behaviour until they were led to that last click: A user who clicks on an advertisement has been exposed to 2.2 advertisements on average during the day preceding the action, 5.5 advertisements during the two previous days. It is a lot, but its less than a third of advertisements to which they will have been exposed in the 3 previous months

8. http://www.flickr.com/photos/jordanm/3420152439/ 3. MEASURE THROUGH THE CLICK

9. 3. MEASURE THROUGH THE CLICK I visited the advertiser’s website by typing the address into my tool bar I looked for information about the product/ brand on social networking websites Behavior of internet users who have visited a site which hosts advertisements 31% I clicked on the advertisement I searched for the product/the brand on an internet search engine I didn’t see any advertisements Other I did none of the above 27% 21% 9% 2% 1% 37% Source : iProspect - May 2009 I do not remember visiting that site 9%

10. 3. MEASURE THROUGH THE CLICK Source : Yahoo! Network - 2009 On average a Display Ad campaign multiplies by 5 the number of brand searches.

11. http://www.gettyimages.com/detail/83605884/Rubberball-Productions// 4. THINK ABOUT BRANDING

13. http://www.gettyimages.com/detail/sb10068106g-001/Photographers-Choice-RF 5. BELIEVE IN THE EFFICACY OF DISPLAY ADS

14. 5. BELIEVE IN THE EFFICACY OF DISPLAYS ADS DISPLAY HAS AN INPACT : Source : comScore - Whither the click - Dec 08 On visits to the website of the advertiser

15. DISPLAY HAS AN IMPACT : Source : comScore - Whither the click - Dec 08 On searches for the brand 5. BELIEVE IN THE EFFICACY OF DISPLAYS ADS

16. DISPLAY HAS AN IMPACT: Source : Online Publishers Association - June 2009 On the drawing in of internet users 5. BELIEVE IN THE EFFICACY OF DISPLAYS ADS

17. DISPLAY HAS AN IMPACT: Source : comScore - Whither the click - Dec 08 / Online Publishers Association - June 2009 On the average basket, online and offline 5. BELIEVE IN THE EFFICACY OF DISPLAYS ADS

18. DISPLAY HAS AN IMPACT: With a booster effect for the High Tech, Grande Conso and Tourism sectors Source : Online Publishers Association - June 2009 5. BELIEVE IN THE EFFICACY OF DISPLAYS ADS

19. http://www.flickr.com/photos/paige-pics/2531856868/ 6. OPTIMISE : MIX SEARCH AND DISPLAY

20. 6. OPTIMISE : MIX SEARCH AND DISPLAY Sources : Atlas Institute - Better Together / comScore - Whither the click - Dec. 2008 Impact on visits to the site of the advertiser Impact on online and offline sales ∆ exposés vs non exposés (en %) TOGETHER THEY ARE EVEN MORE EFFECTIVE THAN BY THEMSELVES

21. 7. USE SITES WITH EDITORIAL CONTENT http://www.flickr.com/photos/will-lion/2594660277/

22. 7. USE SITES WITH EDITORIAL CONTENT THE SITES OF MEDIA BRANDS ALLOW ONE TO REACH THE MOST INVOLVED INTERNET USERS Taux de visibilité (moyenne : 73%) Durée sur la page (moyenne : 33 secondes) Durée par impression pub. (moyenne : 15 secondes) Patterns seen - % : discrepancies vs average Source : SNPTV/Alenty - January 2009 In terms of attention

23. 7. USE SITES WITH EDITORIAL CONTENT THE SITES OF MEDIA BRANDS ALLOW ONE TO REACH THE MOST INVOLVED INTERNET USERS Source : Comscore/OPA, The silent click : Building Brands Online - June 2009 In terms of time spent Sites d'info Sites d'info business Sites de sports Sites d'entertainment

24. 8. ADAPT YOUR FORMATS TO YOUR STRATEGY Source : Atlas Institute - 2008

25. 8. ADAPT YOUR FORMATS TO YOUR STRATEGY The efficacy of online advertising can not be measured only by the rate of clicks Alenty has developed a new indicator which allows one to measure the efficacy of the branding: the visibility of the advertising An advertisement is seen if: It’ is visible on the screen AND If the internet user is in front of the screen MEASURE YOUR VISIBILITY

26. 8. ADAPT YOUR FORMATS TO YOUR STRATEGY EACH FORMAT HAS ITS OWN EFFICACY MPU : Average visibility level, very good duration Use for branding, long messages, video Magazine : Average visibility level, good duration, situated only in the centre of the page Use for big, high-impact pieces Leaderboard : Good level of visibility, average duration Well suited to the repetition of short messages Page dressing: Maximum level and duration of visibility Effective for special operations Source : SmartAdServer/Alenty - July 2009

27. Source : The Brand Value of Rich Media and Video Ads Etude réalisée par Double click Août 2009 JPG/GIF Single-frame JPG ads or GIF ads with 1-4 frames. Interaction is limited to one click-through link. 30-50k max filesize. . Simple Flash Ads Up to 15 seconds of animation. Interaction is limited to one clickthrough link. 30-50k max filesize. Rich Media Ads Ads that respond to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that do not contain video. Can expand, pushdown, peel-back, or float. Can have multiple click-throughs. ~300k filesize. Rich Media with Video Ads Ads that respond to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that contain video. Can expand, pushdown, peel-back, or float. Can have multiple click-throughs. ~300k filesize. 4 DIFFÉRENTS FORMATS TESTÉS Overall MarketNorms for Online Display Ads are Positive 8. ADAPT YOUR FORMATS TO YOUR STRATEGY EACH FORMAT HAS ITS OWN EFFICACY

28. Le Rich media avec vidéo : Rich media with video excels at meeting branding goals. We’ve already seen how rich media with video leads the formats in its ability to meet upper funnel branding goals like awareness, as well as lower funnel goals like brand favorability and purchase intent. To also reach success in message association, consider using tandem GIF/JPG : The limited creative space in GIF and JPG ads force advertisers to prioritize between showcasing the brand and showcasing the message. The format is best positioned for use indirect response campaigns Simple Flash: Simple Flash is the least effective of the ad formats studied. Use it only for message association goals. For each measure, the percentage point difference (delta) was calculated as the share of positive responses from ad exposed respondents minus share of positive responses from control respondents Source : The Brand Value of Rich Media and Video Ads Etude réalisée par Double click Août 2009 8. ADAPT YOUR FORMATS TO YOUR STRATEGY EACH FORMAT HAS ITS OWN EFFICACY

29. OPTIMIZE EFFICACY WITH RICH MEDIA Statistically significant difference between control and exposed groups at 90% confidence level Source: Dynamic Logic MarketNorms®, 2008. Fixed frequency level of 1. Campaigns using online display advertising of any format N=547-765, Rich Media with Video N=37-47 Source: Nielsen AdRelevance, 2008. Source : The Brand Value of Rich Media and Video Ads Etude réalisée par Double click Août 2009 9. BE NOTICED For each measure, the percentage point difference (delta) was calculated as the share of positive responses from ad exposed respondents minus share of positive responses from control respondents

30. 9. BE NOTICED

31. 9. BE NOTICED

32. 10. THINK CREATIV' http://www.flickr.com/photos/ekai/1011961516/

33. REINVENT THE BANNER... http://trendplanner.com/2009/05/19/banner-ads-can-be-entertaining-great-apple-banner-ads/ http://www.bannerblog.com.au/2009/05/newcastle_peoplemagnet.php

34. ...AND MOVE AWAY FROM IT http://www.bannerblog.com.au/2009/03/apple_ipod_games_mtv.php

35. PLAY WITH THE CONTEXT

36. CREATE EXPERIENCES http://www.youtube.com/wariolandshakeit2008 http://www.bannerblog.com.au/2009/03/citroen_banner.php

37. GO INTERACTIVE http://www.bannerblog.com.au/2009/05/vw_too_fast.php http://www.bannerblog.com.au/2009/06/burger_king_stacker.php

38. THINK ONE TO ONE http://www.bannerblog.com.au/2009/06/vw_twitter.php http://www.bannerblog.com.au/2009/01/rossi_blueprint.php

39. HOW TO OPTIMISE YOUR ONLINE EFFICACY 1. Watch out for serial clickers 2. Don’t stop at the last click 3. Measure around the click 4. Think about branding 5. Believe in the efficacy of display 6. Optimise: mix search and display 7. Play with sites with editorial content 8. Adapt your formats to your strategy 9. Get yourself noticed 10. Think creativ'