A Closer Look at Ad Networks 
for Branding Campaigns
Michele Madansky
Oct 8, 2009
1

What You Will See
• Industry normative data that proves that ad networks can
be effective for online branding
• Examples of best practices for branding on ad networks
2

What You Will See
• Industry normative data that proves that ad networks can
be effective for online branding
• Examples of best practices for branding on ad networks
What You Will Not See
• Price/value analysis for ad networks versus publisher sites
3

Ad Networks Rival Portals in Online Reach, 
and Far Exceed Vertical Publishers’ Reach
Top 10 Ad Networks
Major Publisher Sites
% Reach
% Reach
Platform-A
91.5%
Google
77.0%
Yahoo! Network
86.7%
Yahoo!
76.4%
Google Ad Network
85.3%
MSN-Windows Live
58.0%
ValueClick Networks
83.1%
AOL LLC
55.7%
Specific Media
YOUTUBE.COM
46.5%
81.9%
FOX Audience Network
MYSPACE.COM*
36.8%
77.4%
76.6%
FACEBOOK.COM
35.0%
24/7 Real Media
CNN
18.1%
Traffic Marketplace
74.4%
ESPN
11.1%
Microsoft Media Network US
72.4%
NYTIMES.COM
5.5%
Tribal Fusion
71.7%
Source: comScore Media Metrix, US, June 2009

InsightNorms: Ad Networks Have Positive Brand Impact
InsightNorms: Ad Networks Data Control
Brand Metrics; Dec 2003-Aug 2009
n=31,357
100%
Exposed
n=123,117
80%
61.8%
59.2%
60%
41.8%
37.7%
34.1%
40%
32.1%
24.0%
20.1%
Delta: 
20%
13.0%
11.7%
Exposed
1.3%
2.6%
3.9%
4.1%
2.0%
- Control
0%
Unaided Aided Online Ad Brand Purchase
Awareness
Awareness
Awareness
Favorability
Intent
Sample sizes vary across different measures. Min sample sizes are :
Control N= 31.357, Exposed N= 123,117
5

For Select Metrics, Ad Networks Outperform 
Campaign Norms
80%
70%
65.0%
67.0%
control
exposed
59.2%
61.8%
60%
50%
41.8%
44.0%
45.0%
37.7%
40%
30%
20%
2.6%
2.0%
4.1%
1.0%
10%
0%
Aided Awareness - Ad Aided Awareness - Brand Favorability - Brand Favorability -
Network
Total
Ad Network
Total
6

Dynamic Logic Normative Data Shows That Ad
Networks Impact is Slightly Below Campaign Average
• Purchase Intent more positively impacted by ad networks
MarketNorms Average Compared to Ad Networks Average
MarketNorms Average
Average Ad Networks
5%
4.6%
Percent Impacted
4%
3.6%
3%
2.4%
2.2%
1.8%
2%
1.5%
1.2%
1.2%
1%
0.7%
0.2%
0%
Aided Brand Online Ad Message Brand Purchase/
Awareness
Awareness
Association
Favorability
Behavior Intent
Source: MarketNorms: Last 3 Years, Q2/2009, N=2,371, n=3,718,839 
Ad Networks: Last 3 Years, Q2/2009, N=439, n=187,614

However, Top 20% of Campaigns on Ad
Networks Far Surpassed Industry Average
Best/Worst Performers on Ad Networks
MarketNorms Average
Top 20% Ad Networks
Average Ad Networks
16.0%
15.0%
14.0%
Percent Impacted
12.0%
10.0%
9.9%
10.0%
9.1%
9.2%
8.0%
3.6%
6.0%
4.6%
4.0%
2.2% 1.2%
2.4% 1.8%
1.5% 1.2%
2.0%
0.7%
0.2%
0.0%
Aided Brand Online Ad Message Brand Purchase/
Awareness
Awareness
Association
Favorability
Behavior Intent
Source: MarketNorms: Last 3 Years, Q2/2009, N=2,371, n=3,718,839 
Ad Networks: Last 3 Years, Q2/2009, N=439, n=187,614

While Bottom 20% Actually Harm Brands
Best/Worst Performers on Ad Networks
MarketNorms Average
Top 20% Ad Networks
Average Ad Networks
Bottom 20% Ad Networks
20.0%
15.0%
15.0%
10.0%
9.9%
Percent Impacted
9.1%
9.2%
10.0%
4.6%
3.6%
5.0%
2.2%
1.2%
2.4%
1.8%
1.5%
0.7%
1.2%
0.2%
0.0%
-5.0%
-4.3%
-6.7%
-6.0%
-10.0%
-8.7%
-9.2%
Aided Brand Online Ad Message Brand Purchase/
Awareness
Awareness
Association
Favorability
Behavior Intent
Source: MarketNorms: Last 3 Years, Q2/2009, N=2,371, n=3,718,839 
Ad Networks: Last 3 Years, Q2/2009, N=439, n=187,614

Case Study: Compared to Publisher sites, Ad Network sites drove
action, lift message recall and association and recommendation intent 
Ad Network Sites
Publisher Sites
Control
Exposed
Impact
Control
Exposed
Impact
Sample Size:
X
X
X
X
Unaided Message Recall: XXXX
0%
13%
+12.9
15%
16%
+1.3
Message Association: XXXX
3%
8%
+4.9
7%
7%
+0.9
Message Association: XXXX
4%
8%
+4.1
9%
9%
0.0
Online advertising recall
21%
31%
+9.7
34%
39%
+4.7
Purchase Intent
42%
53%
+10.8
39%
45%
+5.8
Recommendation Intent
8%
21%
+13.6
13%
15%
+1.4
Actions Taken
Consider purchase
12%
24%
+11.4
15%
15%
+0.3
Download free trial
10%
20%
+9.9
11%
12%
+0.9
Visit website
11%
25%
+14.2
19%
21%
+2.0
Gather more info
15%
22%
+7.1
17%
19%
+1.7
T2 Box: Overall Opinion of Brand
48%
56%
+7.8
43%
50%
+6.9
Brand Opinions (Top Box)
Is high quality
26%
29%
+2.7
19%
24%
+4.9
Always up-to-date
24%
29%
+4.2
22%
25%
+3.1
Is best in the category
16%
18%
+2.3
10%
14%
+3.9
Has improved their product
15%
17%
+1.6
8%
11%
+3.4
Sig @ 90%

What are Factors That Help Branding On Ad Networks?
• Context/Targeting
• Great creative unit
• Emerging media
11

What are Factors That Help Branding On Ad Networks?
• Context/Targeting
• Great creative unit
• Emerging media
• Let’s look at a few of those top 20% campaigns
12

Puma Women’s Soccer Campaign

Puma Women’s Soccer Campaign
• Contextually relevant
placements generated CTRs
over 20x average

Forgetting Sara Marshall:
4Info Text Network
Campaign Objectives
• Engage male users ages 18-34
• Increase awareness of the upcoming
film release
• Drive trailer views
• Drive theater visits
Campaign
• Integrated media campaign:
• SMS ads placed on multiple 4INFO
channels
NBA Forgetting
• Branded facebook widget for mobile CHI:126 MIL:
121 F 3/4
Sarah
Marshall in
sports content
*Been
theaters
4/18. Check
• Mobile video trailers
dumped?
Reply
it out: www.
4info.net/ix/1
• Goal: Drive trailer views + increase SARAH
movie audience.

Text Campaign Significantly Drove
Viewership Intent
Brand Metrics
100%
88.1%
90%
80.7%
80%
68.4%
70%
65.5%
59.4%
60%
50%
43.9%
40%
27.8%
30%
20%
13.4%
19.7%
20.6%
14.4%
21.3%
10%
0%
Aided Brand Recommendation Plan to See
Viewed the Trailer
Awareness
Intent
control
exposed
*Statistically significant difference between control and exposed group at a 95% confidence level. Results significant at 95% confidence

17

Videoegg Creative Far Exceeded
Ad Network Norms
Delta Aided Brand Purchase Sponsorship
between Brand Favorability
Intent
Ass’n
control and Awareness
exposed
Marketnorms
4.5%
2.3%
2.0%
8.1%
Brand 1
10.7%
13.3%
4.9%
-
Brand 2
-
-
7.1%
10.1%

Ad Networks Can be Effective (and Efficient) for Brand
Advertisers
• Advertiser Considerations:
• Great creative
• Appropriate contextual environment
• Smart Geo/Demo/Psychographic/Behavioral Targeting
• New Platforms
19

Ad Networks Can be Effective (and Efficient) for Brand
Advertisers
• Ad Network Considerations:
• Great creative (or non-horrible creative)
• Contextual environment that lets the ad “breathe”
• Prove that you can work for branding campaigns
20

Thanks!
• Special thanks to Dynamic Logic, Insight Express and comScore
• michele@michelemadansky.com
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