1. Where’s the Real Money Charlie Chubet Associate Media Director, MEC Digital Anne Hunter VP, Advertising Effectiveness, comScore Bethany R. Mach Managing Director, Client Leadership, Mindshare New York Pauline Malcolm-John EVP, Sales, Wee World Tweet #imediasummit

2. Where’s the Beef?

3. When Money Moves to Digital comScore, Anne Hunter

13. Strategies Vary in Cost

14. Frequency Varies by Strategy

15. Example: Sponsorship Frequency Distribution Variance Average frequency is 6.67, median is 2.96

16. The More You Show Ads, The More People Are Aware of Them Results significant at 90% confidence

17. But Not All Ad Strategies Generate the Same Awareness

18. The More You Show Ads, The More They Influence People But generating lift in impact is much harder than generating lift in awareness

19. Not All Ad Strategies Generate the Same Impact

23. Skintimate Case Study Pauline Malcolm-John EVP of Strategic Partnerships, WeeWorld, Inc. Charles Chubet Associate Media Director, MEC

25. Why Social Game Integration?

26. Skintimate Brand Ambassadors Hundreds of millions of viral impressions Hundreds of thousands of asset downloads

27. High Performing Media Millions of paid impressions delivered Out-performed industry average for CTR%

28. Socialize with Friends: Skintimate Studios World Takeover 58.9% of post campaign survey respondents said they visited Skintimate Studios World! Double digit lift in brand favorability and purchase intent

29. iPhone – Skintimate In-App Distribution First ever branded integration within Avatar app on iTunes

30. Proven Cost Effective Engagement ** Based on EDI formula, Skintimate had 7.3 times more interaction (and higher quality) than an equivalent costing banner-only campaign Equivalent Display Impressions = 7.3%** **EDI Formula: (Engagement Events per Impression / CTR (standard media)) multiplied by Weighted Impressions cost (banner eCPM/Social eCPM)

31. Discussion