Six Pack Ads Webinar Deck

Six Pack Ads: Shape up Your Online Campaigns with Advanced Tactics Eric Anderson Wesley Picotte VP of Emerging Media Director of Media Services White Horse White Horse 1

Poor display advertising. Despite a decade of growth and maturity, it remains the Dangerfield of the marketing line-up. 2 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

But display advertisers must be doing something right. The channel actually grew in key sectors in Q1 ’09 (up 27% for CPG) while markets were tanking. 3 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

As digital advertising stalwarts know, we’ve had to kill display advertising in order to save it. We had to start by moving beyond the click. Banner advertising average response rate (CTR) 4 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Advertising that’s rich, highly functional, loaded with useful content, and targeted to the right audience won’t just save display – it’ll save advertising itself. 5 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Making display advertising work means making it work harder. In this Webinar, we’ll highlight three key ways: 1. Advanced targeting tactics 2. Cross-channel marketing and measurement 3. Social media integration 6 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Advanced targeting is the application of granular metrics, gathered via the ad server and other sources such as our rich media partner (providing a deep set of metrics specific to the RM creative), to inform cyclical advertising program optimization. 8 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Metrics we analyze to inform advanced targeting: 1. Response rate by impression frequency 2. View-through visit/conversion time lag 3. Publisher cross-over (reach) 4. Cross-channel influence 5. Site Interaction 9 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

What isn’t on the list: “Standard” metrics that are important to real-time optimization: 1. Click-through rate 2. Ad interaction rate 3. Conversion rate 4. Day part 5. Cost-per-action 10 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Case Study: Columbia Sportswear Between Fall 2006 and Spring 2008, White Horse managed seasonal promotions for Columbia Sportswear. Along the way we learned: 1. What messaging was most effective 2. A publisher mix that optimally eliminated spillage 3. The impression frequency that delivered the strongest response, by publisher 11 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Case Study: Columbia Sportswear In Fall 2008, Columbia embarked on a rebranding initiative and White Horse was charged with delivering its new identify to Columbia’s online audience. It was called the Pioneers of the Greater Outdoors campaign. 12 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Case Study: Columbia Sportswear Our goals were to:  Engage the Columbia audience in an optimal fashion by leveraging nearly two years worth of performance metrics  Maximize reach efficiency by minimizing cross- publisher spillage  Prime a strong association between The Greater Outdoors, the Columbia pioneers, and select Columbia apparel heading into the holiday shopping season 13 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Case Study: Columbia Sportswear We executed two flights within a single campaign:  Flight 1, the storyboard flight, sequentially served “disruptive” rich media (e.g. fly-overs, interstitials) and hardworking expandable rich media  Flight 2, the holiday flight, launched on Black Friday and leveraged rich media to provide a heavy-up brand reinforcement during the holiday shopping season With a little help from our friends at Eyewonder… 14 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

How Storyboarding Works One user, multiple impressions, in a sequence that builds the brand story and prompts interaction at the right time. Actual timing and frequency varied by user October November Disruption Disruption Expansion Expansion UGC UGC There’s something new I get it – these Pioneers I’ve got my own ideas coming from Columbia. expand the definition of about what it means to be I keep seeing these what it means to be a Pioneer. Like this… “Pioneers.” outdoors. 15 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

What We Did  Used data from a previous “Paths to Conversion” analysis, provided by the MediaPlex team, and historical performance metrics to validate our media planning strategy  Applied historical data about Columbia’s optimal impression frequency to response ratio to determine the right number of impressions for the storyboard sequence  Leveraged a cookie pool that was 6MM strong for heavy re-messaging during the “Holiday” flight 16 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

The Results  Columbia’s highest click-through rate to date (up to 1.46%)  Columbia’s highest interaction rate to date (up to 12.9%)  The campaign exceeded retail benchmarks for nearly all metrics reported by EyeWonder (rich media provider) 17 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Why Cross-Channel Measurement Marketers have a last click mentality. If paid search delivers a conversion, in most organizations, that channel receives 100% of the credit. If you’re a recognizable brand with advertising occurring in multiple channels, any combination of impressions could have created that conversion. Cross-channel measurement helps to remove the guess work by validating beyond the final click. It validates your advertising mix, the strength of your organization's integrated marketing approach. 19 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Why a Unified Platform You can’t measure the direct influence that digital channels have on one another without a unified platform A unified platform provides management efficiencies not possible otherwise A richer data set that provides better insight into all conversion types, including view-through conversion, becomes available through a unified platform 20 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Case Study: KinderCare Since January 2007, White Horse has managed digital marketing for KinderCare, the largest provider of childcare in the United States. 21 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Case Study: KinderCare Paid search has been a primary online acquisition Channel for KinderCare, and we have aggressively managed their campaigns to a target cost-per-lead that has remained relatively static as annual budgets have grown. We observed, however, a significant CPL deflection relative to the Increasing reach that a higher spend provides. 22 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Case Study: KinderCare White Horse has promoted the potential of a multi-channel digital approach for KinderCare on the premise that reach efficiency is hindered by brand awareness and preference. We’re currently embarking on that approach and will manage all things digital on the Mediaplex platform. Our use of this unified platform will show exactly how effective our media mix is against campaign goals…. $$$ …and our use of rich media will $$ help to drive the results we seek. $ Reach 23 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

What we mean when we talk about social media and display advertising… Three flavors: 1. Advertising on social network sites. 2. Advertising that integrates social networks. 3. Advertising that includes social sharing features 25 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

What all three have in common: a shift in the engagement model that treats advertising as a malleable, shareable thing. It starts with a belief that users will act as brand evangelists by sharing advertising that they deem worthy, which in turn demands different strategies. 26 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

The benefit: advertising impressions become much more efficient as content is engaged deeply and shared widely. Source: Fox Interactive Media, Never-Ending Friending 27 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Example: Advertising on social network sites Virtual Gift Video Commenting Become a fan The Facebook model is to integrate advertising into typical sharing friending scenarios and to keep the experience part of the network. 28 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Example: Advertising that integrates social networks Integration of popular social networks into rich media ad units is a no-brainer – but it does demand a different set of metrics than traditional CTR. 29 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Example: Advertising that includes built-in sharing features Mature campaigns can demand and get more from users in the form of user-generated content. 30 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

The growth of social-integrated advertising poses a challenge to the traditional marketing funnel. Consumers will increasingly prefer their interactions with brands that they trust to be among people they trust, i.e., on social networks. This requires new metrics and new approaches to conversion. 31 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Thank you! Eric Anderson, VP of Emerging Media eanderson@whitehorse.com Wesley Picotte, Director of Media Services wpicotte@whitehorse.com www.whitehorse.com | Twitter: @whitehorsepdx | Blog: http://community.whitehorse.com 32 © 2009 White Horse Productions, Inc. Content may not be reused without permission.

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