What should Online Publishers be doing to protect their future, cause frankly online advertisers and their agencies aren't going to look out for their interests. This presentation gives specific suggestions to publishers on how they can capture more dollars from Brand Advertisers. This is a shorten version of a 4 hour workshop.

1. Why Advertisers (& their agencies) Will Destroy Us Tiger Global 2008 Internet Conference New York City • October 2, 2008 Greg Stuart Former CEO, Interactive Advertising Bureau Co-author: What Sticks … And What We (Online Publishers) Can Do to Stop Them

4. $1 Billion Ad Spending Researched 1.1 million consumers surveyed

5. What Did Learn From the Research? 36% Media Motivations Messaging

7. Today’s Ads for ING Simplifies a Complicated Financial World

8. More, What Do We Know? 36% 31% Media Motivations Messaging

9. How Big A Difference Can Creative Make? Source: IAB Cross Media Study B A

10. Creative Makes a BIG Difference Better creative can make the difference between success and absolute failure Ad A Source: IAB Cross Media Study

11. And Just to See It Again Source: IAB Cross Media Study B A

12. Yes, It’s That Bad, and Worse 36% 31% 83% Media Motivations Messaging

17. But What If They Don’t Take the Call? Used with permission Cartoonbank.com

18. What is Online Media’s Destiny for Getting Brand Dollars?

24. If Advertisers Don’t Take Responsibility, What Should We Do?

28. Respect Diminishing Returns It’s a Law of Physics in Media % of Brand Impact Awareness, Image or Purchase Intent 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10 Frequency Diminishing returns 1 2 3 4 5

29. Heaviest Online Quintile Garners Half the Ad Imps Percent of Total Impressions Light Users All other quintiles Heavy Users Avg Freq: 1.0 2.1 3.2 5.5 25.0

30. One Solution: Website Frequency Caps Can Really Help Frequency of 3 Per Week per Site Dramatically Increases Reach & Thus Performance Light Users All other quintiles Heavy Users Increased reach by 72% +50% to 70% in Ad Effectiveness

31. Many Things can Affect Effectiveness (e.g., Time of Day) +10% to 15% in Ad Effective-ness Average If Marketer had focused impressions on the 6hours around lunch time, impact would have been significantly better % Purchase Intent Lunch

32. Results: Size Matters 1 Aggregated results for three brands tested 2 The average of four brand measures tested The 336x280 resulted in an average +54% increase in brand impact vs. 468 x 60 2 +20% to 54% in Ad Effective-ness IAB, DoubleClick Ad Effectiveness Research 2001 Banner Small Rectangle Small Skyscraper Large Rectangle

36. Of Course, Context Matters +~10 Pts

39. Optimizing Each Campaign Is High Value Same Media Budget  310% Increase Source: InsightExpress

41. However, Biggest Gains Where In The Marketing Mix Introducing New Menu Item: Grilled Chicken Flatbread Sandwich Ad Frequency (or Budget) % Aided Awareness 20% of Broadcast Budget Reinvested 13.6% in Online Point of Diminished Returns 5pt Gain! Cut 6.4% TV & Radio 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 0.0%

47. So, Why Bother?

48. “ Most Important Launch In History Of Ford” - Bill Ford F150 Truck is #1 selling vehicle in U.S.

49. The F-150 Online Ads

50. How Big a Difference Can Little Changes Make? Roadblock 43% One Day Reach

51. Cost Effectiveness of Each Medium Cost to Increase Purchase Consideration Interpretation: If it cost Roadblock $1 (indexed at 100) to increase purchase consideration, then it cost $1.35 for Online, $4.56 for magazine and $11.04 to TV to achieve the same increase. $1.35 $1.00 $4.56 $11.04 Relative Cost 100 Roadblock 456 Magazine 1104 TV 135 Online Relative Cost Index Brand Metric: Purchase Consideration (top 2 box)

55. Greg Stuart +1.631.702.0682 New York City [email_address] Want a copy? email me. Thank You