Title: "A new form of brand advertising" Presenation by DoubleRecall Held on September 14, 2011 @ Y Combinator's Ad Innovation Conference

1. Ad innovation conference

2. A new form of brand advertising
2009 US 2009 US
Measured media spend Online media spend
$147B $24B
$ 91B
Brand 6% $6B
Direct
response $ 55B 33% $18B
Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners, LLC and DMA
oubleRecall
Today, brand advertising represents around 2/3 of traditional advertising.
But online brand advertising only 6%.

3. A new form of brand advertising
60% What brand marketers want
40%
20%
What brand marketers get
0%
Brand Likelihood to Conversion Message Time spent
awareness recommend rates Click through association on page View through
Purchase Unique Ad impression Interaction Engagement
intent Favorability Recall visitors views rate time
oubleRecall
Thatʼs because existing ad networks are optimized for direct response advertising and not brand advertising.
No metrics like brand awareness, likelihood to recommend or favorability are mentioned nor used.

4. A new form of brand advertising
Banner blindness
0% message recall
16% brand recall
0.1% CTR
oubleRecall
Because existing ad networks donʼt have appropriate tools and ad formats brands get : 0% message recall, only 16% brand
recall and an appalling 0.1% CTR.

5. A new form of brand advertising
Publishers struggle to monetize
Pay-walls monetize only
5%
oubleRecall
On the other side online publishers are struggling to monetize their content.
With pay-walls they can monetize only up to 5% of their users. There is no smart solutions for publishers to do brand
advertising on their online sites which is an issue as brand advertising accounts for up to 75% of their revenue on the printing
side.

6. A new form of brand advertising
A new form of
brand advertising
for the web and mobile
oubleRecall
That's why we created new form of brand advertising for the web and mobile.
DoubleRecall is a product that requires users to read the ad and then prove that theyʼve read it.

7. A new form of brand advertising
AdSense for brands
Low cost Automated Social
oubleRecall
We are building an AdSense for brands.
We have:
• brand advertising statistics
• comprehensive targeting
and whatʼs most important
• social ad with user engagement

8. A new form of brand advertising
oubleRecall
We also have a real-time dashboard to easily manage relationships between marketers, creative agencies and publishers.
Dashboard offers emotional insights to the ad campaigns.
You can selectively amplify these emotions and re-inject them back into social networks.

9. A new form of brand advertising
We’re looking for
5 beta partners
founders @ doublerecall.com
oubleRecall
In the next three months we will take on board 5 agencies which will have early insight into our dashboard, a chance to
monitor all metrics and influence our product design. Weʼre looking forward to working with you.