By Bill Gato Vice President & Founder Hispanic Digital Network Beyond the Wild Wild Web: Web 2.0 Advertising Dos & Dangers

Agenda Web 2.0 Engagement Audience Six Dos Five Dangers

Web 2.0

Engagement

Audience

Six Dos

Five Dangers

HDN’s Mission Develop sites for Hispanic Media (75+ sites) First Online Ad Network of Hispanic Media (100+ sites) Acquired by PRNewswire 2008

Develop sites for

Hispanic Media (75+

sites)

First Online Ad

Network of Hispanic

Media (100+ sites)

Acquired by

PRNewswire 2008

Web 2.0 Trends... User-Generated Content (“UGC”) Online Video 50% Top U.S. Sites UGC Yahoo Google MySpace YouTube Facebook Live Wikipedia MSN eBay AOL Alexa, April 2008

User-Generated Content (“UGC”)

Online Video

50% Top U.S. Sites UGC

Yahoo

Google

MySpace

YouTube

Facebook

Live

Wikipedia

MSN

eBay

AOL

Engagement is… The user’s “experience” - An intellectual and emotional reaction - What happens within the user - How he / she interacts Engagement drives usage Online Publishers Association/ Media Management Center, Northwestern University Satisfaction Engagement Download study at: www.mediamanagementcenter.org/opa

The user’s “experience”

- An intellectual and emotional reaction

- What happens within the user

- How he / she interacts

Engagement drives usage

Engagement Experiences Entertains, absorbs me Looks out for people like me Regular part of my day My personal timeout A credible, safe place Connects me with others Touches me; expands my views Makes me smarter Turned on by ads Easy to use Helps & improves me 12. Worth saving and sharing 13. Tailored for me Guides me to other media Makes me feel I belong A way to fill my time Something to talk about My guilty pleasure Tries to persuade me Too much Worries me Annoyed by the ads Online Publishers Association/ Media Management Center, Northwestern University BUILD STRATEGIES AROUND SPECIFIC ENGAGEMENT EXPERIENCES

Entertains, absorbs me

Looks out for people like me

Regular part of my day

My personal timeout

A credible, safe place

Connects me with others

Touches me; expands my views

Makes me smarter

Turned on by ads

Easy to use

Helps & improves me

12. Worth saving and sharing

13. Tailored for me

Guides me to other media

Makes me feel I belong

A way to fill my time

Something to talk about

My guilty pleasure

Tries to persuade me

Too much

Worries me

Annoyed by the ads

It’s about audience, not technology Web Analytics (internal) Unique Visitors Page Displays Time Spent Entry points Country of origin Preferred channels Surveys/Registration (external) E-mail Age Gender Income Education-Level Language preference Who visits your website? Internal and external audience data sources:

Web Analytics (internal)

Unique Visitors

Page Displays

Time Spent

Entry points

Country of origin

Preferred channels

Surveys/Registration

(external)

E-mail

Age

Gender

Income

Education-Level

Language preference

Six Dos http://www.andrewsavory.com/blog/einstein.010.png

Six Dos

Choose your ad strategy Paid search is king; but online display ads are back!

Adopt IAB Standards 2. Wide Skyscraper 160x600 pixels 1. Leaderboard 728 x 90 pixels Universal Ad Package 2003 Medium Rectangle “ 300x250”

Embrace “Rich Media” Eyeblaster (Floating ads) Polite, interactive, multimedia ads with motion PointRoll (Expanding)

Among Hispanic consumers... PointRoll interaction rate is +14% more than general-market. PointRoll time on brand is +40% versus general-market. PointRoll click-thru rate is +37% versus general-market. Source: PointRoll tracking data, Jan-July ‘05, across all ad formats Define Success Metrics

Among Hispanic consumers...

PointRoll interaction rate is +14% more than general-market.

PointRoll time on brand is +40% versus general-market.

PointRoll click-thru rate is +37% versus general-market.

Target Demographic (Gender/Age/Income) Geographic (Country/State/City/ZIP) Behavior (“BT”) Channel/Vertical Day Part Browser Type Connection Speed

Demographic (Gender/Age/Income)

Geographic (Country/State/City/ZIP)

Behavior (“BT”)

Channel/Vertical

Day Part

Browser Type

Connection Speed

Measure and Optimize Click Through Rate (CTR) Click-to-Conversion Conversion Rates Engagement Rates Time Spent

Click Through Rate (CTR)

Click-to-Conversion

Conversion Rates

Engagement Rates

Time Spent

Success Metrics…Case study Client: Verizon Wireless Format: PointRoll 728x90 Targets : U.S. only Outcome : Latino interaction rates and CTR higher than general market; avg. time on brand was lower 65% more than general-market 414% more than general-market 14% less than general-market source: PointRoll tracking data, Apr-Jun ‘05, across 728x90 format

FiveDangers http://www.andrewsavory.com/blog/einstein.010.png

FiveDangers

“ Value-Adding”hurts industry Online audience is valuable – leverage it for a commitment! Any research goes a long way Engaged target audiences most valuable

Online audience is valuable – leverage it for a commitment!

Any research goes a long way

Engaged target audiences most valuable

Agency peeve: ad underdelivery Good ad serving software can forecast avails Targeting, multiple campaigns and flight dates will reduce ad inventory Steady daily pacing is critical to success

Good ad serving software can forecast avails

Targeting, multiple campaigns and flight dates will reduce ad inventory

Steady daily pacing is critical to success

Rude ads are risky Pop-ups are annoying; pop-“unders” friendlier Allow users to initiate audio/video on banners Rich Media “reminder” units are polite ! Mouse-over expanding ads are polite ! Reminder unit

Pop-ups are annoying; pop-“unders” friendlier

Allow users to initiate audio/video on banners

Rich Media “reminder” units are polite !

Mouse-over expanding ads are polite !

Playing it “safe” is risky… Think beyond “top five portals” Consider ad networks! Virgin inventory can be valuable Test new sites, networks, formats We’re all e-pioneers

Think beyond “top five portals”

Consider ad networks!

Virgin inventory can be valuable

Test new sites, networks, formats

We’re all e-pioneers

Worst mistake: doing nothing… Opportunities abound! Marketers revived Internet (not geeks) The Internet needs your skill set! Did a tech geek design this successful e-com site? No, it was a marketer.

Opportunities abound!

Marketers revived Internet (not geeks)

The Internet needs your skill set!

Bill Gato Vice President & Founder 305-971-7989 [email_address] Thank you, AdFed Miami. HDN is here to partner with you to make your online campaigns successful. Call HDN today!