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Advertising Firm                                           A Leader in Forrester’s
                                                           Interactive Attribution
CASE STUDY                                                    Wave™ 2Q 2012




Erwin Penland Looks
to Attract More Customers
for Advance America
                                            Erwin Penland recognized that while Advance America’s display and search
ABOUT ERWIN PENLAND                         advertising activities were successful, it was important to find ways to attract more
                                            customers while lowering customer acquisition costs. This meant identifying ways
Erwin Penland is a fast-growing             to drive down the cost per conversion and attract as many new clients as possible
advertising firm that set out to turn the   without raising the budget. Erwin Penland and Advance America needed to find ways
traditional agency model on its head.       to do so successfully, and simultaneously optimize investments across channels.
Company founders Joe and Gretchen
Erwin, later joined by partner Allen        Limitations of Existing Ad Server Analytics Tools
Bosworth, established the firm to give      Historically, Erwin Penland leveraged the analytics tools available from its ad server
brands a fresh and collaborative way to     to help Advance America refine display and search investments. But those tools had
think about advertising.                    limited capabilities and could only provide conversion data based on last click or
                                            last event. This approach was ineffective in helping Erwin Penland optimize Advance
For the past 26 years the company           America’s campaigns because it was unable to evaluate the complex and sequential
has serviced top brands like Verizon,       relationships different campaigns and channels can have on driving conversions.
BMW, Michelin, Denny’s, A.T. Cross          Erwin Penland realized it needed a more advanced system to help Advance America
and Lockheed Martin. One of its key         achieve its new online marketing goals.
accounts is financial services firm
Advance America – a leading payday          Tapping Attribution and Ad Verification to Improve Online
loans provider and successful publicly      Campaigns
traded company. Erwin Penland provides      In keeping with its promise to go above and beyond for its clients, Erwin Penland
not only creative services to Advance       turned to Adometry® – one of the industry leaders in online ad analytics, advanced
America but also runs and oversees the      attribution and ad verification technology. Together, the Adometry offerings help
company’s online marketing initiatives,     brands optimize their investments in cross-channel online marketing.
including investment in online search
and display advertising.                    Erwin Penland sought help from Adometry in identifying better ways to allocate and
                                            optimize Advance America’s investments in display and search.
First Adometry leveraged its Adometry Validate solution – the
company’s industry-leading ad verification offering. Validate allows                                             Optimization Recommendations Implemented from 11/1/2011
                                                                                                              Frequency Capping Recommendations Implemented from 12/8/2011
brands to monitor their campaign’s viewability, including page                                                                                                                18
                                                                                                              $31.00
location, as well as user-level visibility.                                                                   $29.00
                                                                                                                                                                              16
                                                                                                                                                                              14
                                                                                                              $27.00                                                          12
                                                                                                              $25.00                                                          10
Adometry then deployed its advanced attribution and optimization                                     eCPA     $23.00
                                                                                                                                                                                   Conversions
                                                                                                                                                                              8
                                                                                                                                                                                   (thousands)
solution – Adometry Attribute. The offering is specifically designed                                          $21.00                                                          6
                                                                                                              $19.00                                                          4
to help brands determine how to best invest their advertising                                                 $17.00                                                          2

dollars across channels and identify where they can optimize                                                  $15.00
                                                                                                                         Sept ‘11   Oct ‘11      Nov‘11    Dec‘11   Jan ‘12
                                                                                                                                                                              0


spend and improve conversions.                                                                                                                Month/Year
                                                                                                     Total Conversions
                                                                                                     Overll eCPA
Impact on Advance America’s
Advertising Results
Within three months, Erwin Penland was able to use the Adometry
solutions to achieve the following success:                                                        “Adometry’s Attribution and Ad
                                                                                                   Analytics Solutions were able to quickly
Using Adometry Validate, Erwin Penland was able to
                                                                                                   and accurately deliver significant
• Eliminate ads being placed on brand-damaging sites;
• Optimize their campaigns to identify the right geographies and
                                                                                                   improvements for our client’s online
  audience segments, and reduce media buy overlaps.                                                marketing campaigns,” said Melissa
                                                                                                   Edwards, Associate Media Director for
Using Adometry Attribute, Erwin Penland implemented
                                                                                                   Erwin Penland. “By reducing waste and
• Frequency capping recommendations that are based on
  Adometry fractional attribution results, and                                                     helping us to optimize our cross channel
• Optimization recommendations on budget re-allocation across                                      programs, we delivered 19 percent more
  different buys, and improved overall eCPA by 14-20% for each of
                                                                                                   conversions and lowered the overall cost
                                                                                                                                                                    ”
  the three months following the implementation.
                                                                                                   per conversion by 27 percent.
As a result, Erwin Penland was able to deliver 19 percent more
conversions for Advance America while maintaining the same
budget. In addition, the agency lowered Advance America’s overall
cost per conversion by 27 percent.                                                               ADOMETRY PRODUCTS AND SERVICES USED


                                                                                                 • Adometry Attribute™
                                                                                                 • Adometry Validate™




                                        About Adometry
                                        Adometry, Inc. provides cross-channel attribution intelligence, plus auditing and scoring metrics, to optimize results
                                        for the world’s leading online advertisers, publishers, and ad networks. Through its SaaS-based advanced analytics,
                                        Adometry processes and analyzes tens-of-billions of impressions and advertising transactions per month to identify
Adometry, Inc.
                                        the true consumer purchase-decision journey and to maximize marketing ROI. Adometry combines a scientifically
4301 Westbank Dr.
                                        proven methodology with a flexible and easy to implement solution to generate results in as little as two weeks.
Building A, Ste. 100
                                        Headquartered in Austin, Texas, Adometry is privately held and backed by Sierra Ventures, Austin Ventures, Shasta
Austin, TX 78746
                                        Ventures and Stanford University. For more information, visit www.adometry.com.

1-866-512-5425                          Copyright 2012. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute, Adometry Validate, and TagScan are
info@adometry.com                       trademarks of Adometry, Inc. All Rights Reserved. 0512

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Case Study - Erwin Penland

  • 1. Advertising Firm A Leader in Forrester’s Interactive Attribution CASE STUDY Wave™ 2Q 2012 Erwin Penland Looks to Attract More Customers for Advance America Erwin Penland recognized that while Advance America’s display and search ABOUT ERWIN PENLAND advertising activities were successful, it was important to find ways to attract more customers while lowering customer acquisition costs. This meant identifying ways Erwin Penland is a fast-growing to drive down the cost per conversion and attract as many new clients as possible advertising firm that set out to turn the without raising the budget. Erwin Penland and Advance America needed to find ways traditional agency model on its head. to do so successfully, and simultaneously optimize investments across channels. Company founders Joe and Gretchen Erwin, later joined by partner Allen Limitations of Existing Ad Server Analytics Tools Bosworth, established the firm to give Historically, Erwin Penland leveraged the analytics tools available from its ad server brands a fresh and collaborative way to to help Advance America refine display and search investments. But those tools had think about advertising. limited capabilities and could only provide conversion data based on last click or last event. This approach was ineffective in helping Erwin Penland optimize Advance For the past 26 years the company America’s campaigns because it was unable to evaluate the complex and sequential has serviced top brands like Verizon, relationships different campaigns and channels can have on driving conversions. BMW, Michelin, Denny’s, A.T. Cross Erwin Penland realized it needed a more advanced system to help Advance America and Lockheed Martin. One of its key achieve its new online marketing goals. accounts is financial services firm Advance America – a leading payday Tapping Attribution and Ad Verification to Improve Online loans provider and successful publicly Campaigns traded company. Erwin Penland provides In keeping with its promise to go above and beyond for its clients, Erwin Penland not only creative services to Advance turned to Adometry® – one of the industry leaders in online ad analytics, advanced America but also runs and oversees the attribution and ad verification technology. Together, the Adometry offerings help company’s online marketing initiatives, brands optimize their investments in cross-channel online marketing. including investment in online search and display advertising. Erwin Penland sought help from Adometry in identifying better ways to allocate and optimize Advance America’s investments in display and search.
  • 2. First Adometry leveraged its Adometry Validate solution – the company’s industry-leading ad verification offering. Validate allows Optimization Recommendations Implemented from 11/1/2011 Frequency Capping Recommendations Implemented from 12/8/2011 brands to monitor their campaign’s viewability, including page 18 $31.00 location, as well as user-level visibility. $29.00 16 14 $27.00 12 $25.00 10 Adometry then deployed its advanced attribution and optimization eCPA $23.00 Conversions 8 (thousands) solution – Adometry Attribute. The offering is specifically designed $21.00 6 $19.00 4 to help brands determine how to best invest their advertising $17.00 2 dollars across channels and identify where they can optimize $15.00 Sept ‘11 Oct ‘11 Nov‘11 Dec‘11 Jan ‘12 0 spend and improve conversions. Month/Year Total Conversions Overll eCPA Impact on Advance America’s Advertising Results Within three months, Erwin Penland was able to use the Adometry solutions to achieve the following success: “Adometry’s Attribution and Ad Analytics Solutions were able to quickly Using Adometry Validate, Erwin Penland was able to and accurately deliver significant • Eliminate ads being placed on brand-damaging sites; • Optimize their campaigns to identify the right geographies and improvements for our client’s online audience segments, and reduce media buy overlaps. marketing campaigns,” said Melissa Edwards, Associate Media Director for Using Adometry Attribute, Erwin Penland implemented Erwin Penland. “By reducing waste and • Frequency capping recommendations that are based on Adometry fractional attribution results, and helping us to optimize our cross channel • Optimization recommendations on budget re-allocation across programs, we delivered 19 percent more different buys, and improved overall eCPA by 14-20% for each of conversions and lowered the overall cost ” the three months following the implementation. per conversion by 27 percent. As a result, Erwin Penland was able to deliver 19 percent more conversions for Advance America while maintaining the same budget. In addition, the agency lowered Advance America’s overall cost per conversion by 27 percent. ADOMETRY PRODUCTS AND SERVICES USED • Adometry Attribute™ • Adometry Validate™ About Adometry Adometry, Inc. provides cross-channel attribution intelligence, plus auditing and scoring metrics, to optimize results for the world’s leading online advertisers, publishers, and ad networks. Through its SaaS-based advanced analytics, Adometry processes and analyzes tens-of-billions of impressions and advertising transactions per month to identify Adometry, Inc. the true consumer purchase-decision journey and to maximize marketing ROI. Adometry combines a scientifically 4301 Westbank Dr. proven methodology with a flexible and easy to implement solution to generate results in as little as two weeks. Building A, Ste. 100 Headquartered in Austin, Texas, Adometry is privately held and backed by Sierra Ventures, Austin Ventures, Shasta Austin, TX 78746 Ventures and Stanford University. For more information, visit www.adometry.com. 1-866-512-5425 Copyright 2012. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute, Adometry Validate, and TagScan are info@adometry.com trademarks of Adometry, Inc. All Rights Reserved. 0512