In-Depth Introduction to Internet Advertising By Greg Stuart Co-author of What Sticks & former CEO of Interactive Advertising Bureau (see full bio on last slide) Prepared July 2008

Goal of This Document Topline the major elements of Online Media and Online Advertising: Use as a guide for areas to potentially dig into deeper where required/interested Provide a glossary of key definitions, issues, etc.

Topline the major elements of Online Media and Online Advertising:

Use as a guide for areas to potentially dig into deeper where required/interested

Provide a glossary of key definitions, issues, etc.

Agenda Digital Media in Context What is the Internet? What are the Online Media types? Online Advertising Overview What are the Channels? Targeting Technologies? Does Online Advertising Work? The Research all shows it really works Online Research and Measurement Measurement is a tangled mess and there are many issues Positioning Online Advertising It is additive to other media, Frequency, Audience, Engagement Various Internet Advertising Trends

Digital Media in Context

What is the Internet? What are the Online Media types?

Online Advertising Overview

What are the Channels? Targeting Technologies?

Does Online Advertising Work?

The Research all shows it really works

Online Research and Measurement

Measurement is a tangled mess and there are many issues

Positioning Online Advertising

It is additive to other media, Frequency, Audience, Engagement

Various Internet Advertising Trends

Digital Media in Context What is the Net, where is Digital going, and what does Media mean?

Digital Evolution of Media The future is a number of Digital and Networked media

The future is a number of Digital and Networked media

What is the Internet? The Internet is a worldwide, publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). It is a "network of networks" that consists of millions of smaller domestic, academic, business, and government networks, which together carry various information and services, such as electronic mail , online chat , file transfer , and the interlinked web pages and other resources of the World Wide Web (WWW). Source: Wikipedia

The Internet is a worldwide, publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP).

It is a "network of networks" that consists of millions of smaller domestic, academic, business, and government networks, which together carry various information and services, such as electronic mail , online chat , file transfer , and the interlinked web pages and other resources of the World Wide Web (WWW).

Source: Wikipedia

Online Media Categories Portals Yahoo, AOL, MSN Content NY Times.com, CNN.com, Forbes.com, CBS.com Search Engines Google, Yahoo Search, Dogpile Social Media (Or User Generated Content – UCG) Facebook, MySpace Video YouTube, Veoh Blogs Federated Media, Email & Newsletters eCommerce Amazon, BestBuy.com RSS (real simple syndication); aka Feeds Feedburner, Google Reader Ad Networks Tacoda (AOL), Blue Lithium (Yahoo), Tremor Media, Advertising.com Generally accepted types of Online Media:

Portals

Yahoo, AOL, MSN

Content

NY Times.com, CNN.com, Forbes.com, CBS.com

Search Engines

Google, Yahoo Search, Dogpile

Social Media (Or User Generated Content – UCG)

Facebook, MySpace

Video

YouTube, Veoh

Blogs

Federated Media,

Email & Newsletters

eCommerce

Amazon, BestBuy.com

RSS (real simple syndication); aka Feeds

Feedburner, Google Reader

Ad Networks

Tacoda (AOL), Blue Lithium (Yahoo), Tremor Media, Advertising.com

The Vision for the role of Digital Media Monologue One way Mass communication Static No interaction among customers Shotgun approach Hard to identify customers Hard to manage customers BEFORE AFTER Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data Customer Customers Supplier Supplier Internet

If you had to live on a deserted island and could only take one of the following with you, which would you take?

Types of Online Advertising It’s just not one media. It’s the Network and there are many options

Recent Major News About Online Advertising “ Online is getting to the point where it may be more important than the 30-second TV spot.” Joel Ewanick VP Marketing Hyundai Motor America “ The country’s third-largest advertiser (General Motors) is getting ready to shift fully half of its $3 billion budget into digital and one-to-one marketing within the next 3 years.” Advertising Age March 17, 2008 Even ad-spending giant P&G is considering cutting its overall ad budget by as much as 10% this year and aggressively moving ad dollars to the Web. WSJ May 12, 2008

“ Online is getting to the point where it may be more important than the 30-second TV spot.” Joel Ewanick

VP Marketing

Hyundai Motor America

Types of Online Advertising Types Display SEM Search Engine Marketing * SEO Search Engine Optimization * Email Marketing Newsletters Video Viral Marketing (Word of Mouth) * Classifieds Affiliate Marketing * Desktop or Software Product Placement Pop Ups or Pop Unders Landing Pages Lead Gen * Not really sold by Publishers Technologies Behavior Targeting Contextual Targeting IP or Geo Targeting Rich Media Rich Internet Applications (AJAX) Keyword Targeting / Adwords Video Scanning Social Media Targeting / Influencers Est. Spending By Category

Types

Display

SEM Search Engine Marketing *

SEO Search Engine Optimization *

Email Marketing

Newsletters

Video

Viral Marketing (Word of Mouth) *

Classifieds

Affiliate Marketing *

Desktop or Software

Product Placement

Pop Ups or Pop Unders

Landing Pages

Lead Gen

* Not really sold by Publishers

Technologies

Behavior Targeting

Contextual Targeting

IP or Geo Targeting

Rich Media

Rich Internet Applications (AJAX)

Keyword Targeting / Adwords

Video Scanning

Social Media Targeting / Influencers

More Types of Online Media

Online Ad Pricing Dynamics CPM – Cost per (M) Impressions CPC – Cost per Click CPA – Cost per Acquisition (action) CPL – Cost per Lead Hybrid Online advertising overall is reportedly around 45% CPM and 45% Performance prices (CPC or CPA/CPL) and the rest is hybrid or combination of above.

CPM – Cost per (M) Impressions

CPC – Cost per Click

CPA – Cost per Acquisition (action)

CPL – Cost per Lead

Hybrid

Online advertising overall is reportedly around 45% CPM and 45% Performance prices (CPC or CPA/CPL) and the rest is hybrid or combination of above.

All IAB Ad Units

Key is the UAP (aka Universal Ad Package) 728x90 180x150 300x250 160x600 Border Animation Weight limits 180x150 160x600 20k 30k Flash 15 second limit None 15k 728x90 20k 300x250 GIF & JPEG Unit

Adoption of the UAP Units Four UAP Units now represent 37% of total inventory, down 10% from Q4 ’05. IAB Recommended IMU “Button 1” (120x90) up 15.2% from Q4 ’05. “ Button 1” = 19.6% “ Button 1” = 4.4%

Internet Advertising Revenue By Type: Classifieds; Search Remains a Strong Leader % of ‘05 First Six-Month Revenues Total $5.8 Billion Source: PricewaterhouseCoopers LLP/IAB Internet Advertising Report Note: Lead Gen is a new category in ’05, revised vs Referral. Changes vs YAG are recommended % of ‘06 First Six-Month Revenues Total $7.9 Billion Should be Updated

Does Online Advertising Work? Really, does it? And how well? (Answer sometimes 10x better than TV)

16 XMOS Public Studies to Date XMOS = Cross Media Optimization Study XMOS 1.0 Unilever’s Dove XMOS Branding - 1st wave McDonald’s Colgate Total Kimberly Clark Kleenex AstraZeneca Nexium XMOS Branding - 2nd wave Universal Pictures Home Video ING VeriSign XMO$ Sales & Branding I Ford F-150 P&G’s Olay Kraft’s Jell-O Nestlé's Coffee-mate XMO$ Sales & Branding II Target Volkswagen Philips Motorola

XMOS 1.0

Unilever’s Dove

XMOS Branding - 1st wave

McDonald’s

Colgate Total

Kimberly Clark Kleenex

AstraZeneca Nexium

XMOS Branding - 2nd wave

Universal Pictures Home Video

ING

VeriSign

XMO$ Sales & Branding I

Ford F-150

P&G’s Olay

Kraft’s Jell-O

Nestlé's Coffee-mate

XMO$ Sales & Branding II

Target

Volkswagen

Philips

Motorola

Methodology Validated by Key Industry Bodies “ This measurement approach is the most even handed to all media and extremely accurate in measuring Online’s contribution and cost efficiency.” Jim Spaeth, Former President, The Advertising Research Foundation Note: The methodology used to calculate the effects of online and offline media has been supported by the Advertising Research Foundation (ARF) and received the prestigious John & Mary Goodyear Award nomination for best International Research from the global research authority ESOMAR The research has earned the endorsement of Forrester research, and led to Forrester’s request to develop a summary analysis of findings so that they can counsel their clients on the role of Online advertising

Note: The methodology used to calculate the effects of online and offline media has been supported by the Advertising Research Foundation (ARF) and received the prestigious John & Mary Goodyear Award nomination for best International Research from the global research authority ESOMAR

The research has earned the endorsement of Forrester research, and led to Forrester’s request to develop a summary analysis of findings so that they can counsel their clients on the role of Online advertising

Online Sells Product (Online & Offline) Sales Lift Hi Sales Low 14% 12% 10% 8% 11% 25% 8% * Target sales lift averaged across 99 GRPs from Homepage and display ads 17% 19% Philips Motorola 2% >1% Online sales lift averaged 11% Sales lift is the % difference between actual buyers in exposed and control groups.. Calculation: Exposed – Control The lift is among those reached by online. . Control

Summary Of XMOS Results Online Optimization Only * Not the actual optimized level, but considered an interim increase ** Brand ran Optimal level so there was no gain from more online spending *** Because of differing objectives, cross media comparison was inconclusive +4% -- -- -- 4%* Jell-O +7% -- -- -- 5%* Coffee-mate In Field -- -- -- TBD Olay -- -- -- +1491% +1-5 % -- +20 % -- +14% Purchase Intent 6%* 11 % 15 % 19 % 10-15% 10 % 11 % 13 % 15 % Reco’d % Online +5% -- -- -- -- -- -- -- -- Sales -- *** Verisign F150 ING ET Home Video Nexium Kleenex Total Chicken Flatbread Dove Brand Image Brand Awareness Brands -- -- -- +10-20 % +7% +34 % -- -- -- ** -- -- -- -- +8% --

What Do We Know about Creative Better creative can make the difference between success and failure Source: XMOS B A

Creative Makes a HUGE Difference Better creative can make the difference between success and absolute failure Ad A

Add a New Medium is Driven by Diminishing Returns % 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

Adding Online Can Have Major Impact for Even McDonalds 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% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 0.0%

Performance is Partly Due to Media Mix Use by Consumers TV Use Online Use Heavier Heavier Lighter Lighter Heavy Online Heavy TV Heavy TV Light Online Light TV Light Online Heavy Online Light TV 26% 38% 15% 21% Media Usage among 18-49 year old target 34.3 Million!

Trying Something Brand New: Home Page Takeover Ad Ran One Day on Each Portal - Roadblock Roadblock 43% One Day Reach

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 Sample Cost 100 Roadblock 456 Magazine 1104 TV 135 Online Relative Cost Index Brand Metric: Purchase Consideration (top 2 box)

The Value of Small Changes Ford Media Mix * Traditional Media Plan * Approx. $200 Million Budget Online Online Result was another $750,000,000 in U.S. Truck sales Total of +$1,350,000,000 in U.S. Truck Sales (at retail vs. Base Plan)

The Big Question: Has XMOS Caused Change in the Industry? Based on detailed confidential interviews with 7 XMOS marketers: $230 million estimated Internet Ad Spending for company one year post each brand’s study. Lifetime would be much higher Only $2.2 million invested in studies Analyzed Brands/Companies Corporate Data Brand Data Johnson & Johnson Neutrogena Nestle Beverage Coffee-mate Procter & Gamble Olay Ford F-150 Kraft Jell-O Target Target Apparel AstraZeneca Nexium Other Studies–not included in analysis Unilever’s Dove McDonald’s Colgate Total Kimberly Clark Kleenex Universal Pictures Home Video ING VeriSign

Based on detailed confidential interviews with 7 XMOS marketers:

$230 million estimated Internet Ad Spending for company one year post each brand’s study.

Lifetime would be much higher

Only $2.2 million invested in studies

Analyzed Brands/Companies

Corporate Data Brand Data

Johnson & Johnson Neutrogena

Nestle Beverage Coffee-mate

Procter & Gamble Olay

Ford F-150

Kraft Jell-O

Target Target Apparel

AstraZeneca Nexium

Other Studies–not included in analysis

Unilever’s Dove

McDonald’s

Colgate Total

Kimberly Clark Kleenex

Universal Pictures Home Video

ING

VeriSign

Change in Online’s Total Budget One Year After @ Study

Change in Online’s Share of Total Budget

What Has Been the Real Value of XMOS 30x vs. 4 YAG 18x vs. 4 YAG Avg XMOS Brand Avg Company

Online Advertising Research & Measurement And the Issues that do not get discussed publicly

Online Media Measurement Data is Not Good; and Yet its World Class Good News Lots & lots of data It’s all digital and networked Can track directly to sales online First medium to measure the ad (not just content) Immediate insights Bad News Lots & lots of data Do we have the systems to handle data There is Fraud and manipulation Consumer has control BIG privacy issues Huge discrepancies creates mis-trust

Good News

Lots & lots of data

It’s all digital and networked

Can track directly to sales online

First medium to measure the ad (not just content)

Immediate insights

Bad News

Lots & lots of data

Do we have the systems to handle data

There is Fraud and manipulation

Consumer has control

BIG privacy issues

Huge discrepancies creates mis-trust

Main Terms of the Medium Uniques A unique visitor is a statistic describing a unit of traffic to a Web site, counting each visitor only once in the time frame of the report. This statistic is relevant to site publishers and advertisers as a measure of a site's true audience size, equivalent to the term " Reach " used in other media. The Unique Visitors statistic is most accurately measured in two ways with current technology: by requiring all Visitors to log-in to the site, thereby capturing the identity of each Visitor on each visit, or by placing a cookie on each Visitor's computer, writing the cookie ID to a database, and checking for the cookie on each Visitor's computer each time they visit. Visits A series of requests from the same uniquely identified client with a set timeout. A visit is expected to contain multiple hits (in log analysis) and page views. Page Views A page view (PV) or page impression is a request to load a single page of an Internet site . On the World Wide Web a page request would result from a web surfer clicking on a link on another HTML page pointing to the page in question. This should be contrasted with a hit , which refers to a request for a file from a web server . There may therefore be many hits per page view. Impressions or Ad Views Same as Page Views, but for the advertisements. Defined as communication Please never use the word “Hits”

Uniques

A unique visitor is a statistic describing a unit of traffic to a Web site, counting each visitor only once in the time frame of the report. This statistic is relevant to site publishers and advertisers as a measure of a site's true audience size, equivalent to the term " Reach " used in other media.

The Unique Visitors statistic is most accurately measured in two ways with current technology:

by requiring all Visitors to log-in to the site, thereby capturing the identity of each Visitor on each visit, or

by placing a cookie on each Visitor's computer, writing the cookie ID to a database, and checking for the cookie on each Visitor's computer each time they visit.

Visits

A series of requests from the same uniquely identified client with a set timeout. A visit is expected to contain multiple hits (in log analysis) and page views.

Page Views

A page view (PV) or page impression is a request to load a single page of an Internet site . On the World Wide Web a page request would result from a web surfer clicking on a link on another HTML page pointing to the page in question. This should be contrasted with a hit , which refers to a request for a file from a web server . There may therefore be many hits per page view.

Impressions or Ad Views

Same as Page Views, but for the advertisements. Defined as communication

Online Media Research Overview

Big Strategic Advantage was Global Internet Ad Impression Measurement Guidelines

Key Elements of Guideline - 1 of 2 Refined definitions and standards Client side measurement Via a beacon/clear gif or client side call (i.e., 302) Spiders & Bot Filtering (database) 2 step process, via 1) short list of bots (20-25), 2) known browser Behavioral Filtering to remove non human activity Might not be relevant if we use 2 step process above Internal Traffic Do not exclude as it is insignificant Cache Busting Agree to header based cache busting

Refined definitions and standards

Client side measurement

Via a beacon/clear gif or client side call (i.e., 302)

Spiders & Bot Filtering (database)

2 step process, via 1) short list of bots (20-25), 2) known browser

Behavioral Filtering to remove non human activity

Might not be relevant if we use 2 step process above

Internal Traffic

Do not exclude as it is insignificant

Cache Busting

Agree to header based cache busting

Key Elements of Guideline - 2 of 2 Internal Controls Shared “Areas of Auditing” Asked to Communicate Internal Control Best Practices Disclosures Goal is Transparency Description of Measurement Methodology Definitions Data Collection Methods Editing, Data Adjustment, etc. Calculation Explanations Reporting Standards General Reporting Parameters Certification and/or Auditing Applied

Internal Controls

Shared “Areas of Auditing”

Asked to Communicate Internal Control Best Practices

Disclosures

Goal is Transparency

Description of Measurement Methodology

Definitions

Data Collection Methods

Editing, Data Adjustment, etc.

Calculation Explanations

Reporting Standards

General Reporting Parameters

Certification and/or Auditing Applied

The Old Way: Server-side serving and counting A B C 1 : User requests content from publisher web server. 2 : Publisher web server calls Publisher Ad Engine to retrieve ads. 3 : The Publisher Ad Engine logs that it has served an ad. Publisher Ad engine returns an HTML blob to Publisher Web Server. Some of these ads may actually be pointers to a location on a Third Party server. 4 : The Publisher Web Server receives the HTML blob. 5 : The Publisher Web Server returns the page and the page begins to render on the user’s machine. 6 : While rendering the page, the browser determines that it needs to pick up an ad from a Third Party server. The browser fires off a separate thread to get the ad from the Third Party server. 7 : The Third Party server logs that it has served an ad. 8 : The Third Party server receives the request for the ad and returns a pointer to the location of the ad image by instructing the user’s browser to pick up the ad from an image server. 9 : The user’s browser makes a call to the image server where the creative resides. 10 : The Image server logs that it has served an image. 11 : The image server returns the image. 1 2 3 4 5 6 7 8 9 10 11 Publisher Web Server Publisher Ad Engine Publisher Ad Engine Log Third Party Ad Engine Log Image Server Log

Causes of discrepancies Network latency Publisher count is higher Caching Publisher count is lower Crawlers Publisher count is higher Filtering techniques may differ Implementation errors Typically cause extreme discrepancies

Network latency

Publisher count is higher

Caching

Publisher count is lower

Crawlers

Publisher count is higher

Filtering techniques may differ

Implementation errors

Typically cause extreme discrepancies

The Better Way: Client-side serving and counting A B C 1 3 4 5 2 6 7 8 9 10 11 Publisher Web Server Publisher Ad Engine Publisher Ad Engine Log Third Party Ad Engine Log Image Server Log

The Way it’s Being Done Now: Server-side serving with client-side counting A B C 1 2 3 4 5 6 7 8 9 10 11 Publisher Web Server Publisher Ad Engine Publisher Ad Engine Log Third Party Ad Engine Log Image Server Log D 5b Publisher Beacon Server Publisher Beacon Log 5a 5c

How Good is NNR and comScore Data and do They at Least Trend the Same? NetRatings and comScore Page View and Unique Visitor data trend together (are positively correlated) for less than half of websites examined. NetRatings and comScore trend together for both Page Views and Unique Visitors for only four of the nineteen sites Overall, the lack of consistency between the two services is no worse (and no better) in the second half of 2006 than it was in late 2005 The average NetRatings/comScore monthly difference for Unique Visitors across the nineteen sites ranges from 15% to 25% over the 13-month period, with no particular trend. For Page Views the average monthly difference has settled around 40% There is a tendency for a majority of individual websites to be significantly (and consistently) higher in either NetRatings or comScore. In those cases where differences are significant, NetRatings and comScore are each higher half of the time In most cases, the two services are not close, and are reporting different “realities” regarding usage of specific websites Differences in websites where one service is consistently higher may be related to the demographic make-up of the panels

NetRatings and comScore Page View and Unique Visitor data trend together (are positively correlated) for less than half of websites examined.

NetRatings and comScore trend together for both Page Views and Unique Visitors for only four of the nineteen sites

Overall, the lack of consistency between the two services is no worse (and no better) in the second half of 2006 than it was in late 2005

The average NetRatings/comScore monthly difference for Unique Visitors across the nineteen sites ranges from 15% to 25% over the 13-month period, with no particular trend. For Page Views the average monthly difference has settled around 40%

There is a tendency for a majority of individual websites to be significantly (and consistently) higher in either NetRatings or comScore.

In those cases where differences are significant, NetRatings and comScore are each higher half of the time

In most cases, the two services are not close, and are reporting different “realities” regarding usage of specific websites

Differences in websites where one service is consistently higher may be related to the demographic make-up of the panels

Sample NY Times - Unique Visitors

Sample: NY Times - Page Views

Backbone of Measurement and Targeting – Cookies! HTTP cookies , or more commonly referred to as Web cookies, tracking cookies or just cookies, are parcels of text sent by a server to a web client (usually a browser ) and then sent back unchanged by the client each time it accesses that server. HTTP cookies are used for authenticating , session tracking (state maintenance), and maintaining specific information about users, such as site preferences or the contents of their electronic shopping carts . The term "cookie" is derived from " magic cookie ," a well-known concept in UNIX computing which inspired both the idea and the name of HTTP cookies. Cookies have been of concern for Internet privacy , since they can be used for tracking browsing behavior. As a result, they have been subject to legislation in various countries such as the United States , as well as the European Union . Cookies have also been criticized because the identification of users they provide is not always accurate and because they could potentially be a target of network attackers. Some alternatives to cookies exist, but each has its own uses, advantages and drawbacks. Cookies are also subject to a number of misconceptions, mostly based on the erroneous notion that they are computer programs . In fact, cookies are simple pieces of data unable to perform any operation by themselves. In particular, they are neither spyware nor viruses , despite the detection of cookies from certain sites by many anti-spyware products. Most modern browsers allow users to decide whether to accept cookies, but rejection makes some websites unusable. For example, shopping carts implemented using cookies do not work if cookies are rejected.

HTTP cookies , or more commonly referred to as Web cookies, tracking cookies or just cookies, are parcels of text sent by a server to a web client (usually a browser ) and then sent back unchanged by the client each time it accesses that server. HTTP cookies are used for authenticating , session tracking (state maintenance), and maintaining specific information about users, such as site preferences or the contents of their electronic shopping carts . The term "cookie" is derived from " magic cookie ," a well-known concept in UNIX computing which inspired both the idea and the name of HTTP cookies.

Cookies have been of concern for Internet privacy , since they can be used for tracking browsing behavior. As a result, they have been subject to legislation in various countries such as the United States , as well as the European Union . Cookies have also been criticized because the identification of users they provide is not always accurate and because they could potentially be a target of network attackers. Some alternatives to cookies exist, but each has its own uses, advantages and drawbacks.

Cookies are also subject to a number of misconceptions, mostly based on the erroneous notion that they are computer programs . In fact, cookies are simple pieces of data unable to perform any operation by themselves. In particular, they are neither spyware nor viruses , despite the detection of cookies from certain sites by many anti-spyware products.

Most modern browsers allow users to decide whether to accept cookies, but rejection makes some websites unusable. For example, shopping carts implemented using cookies do not work if cookies are rejected.

Cookie Deletion Rates by (anonymous) Site

Ad Blocking Tracking Progress 8 Sites are being tracked: Tracking puts a tag on one high volume page Request that this continues and additional sites participate IAB will release Ad Blocking report to all members Issues to Board: Have you all installed new TOS? Is anyone considering turning off content? Ad Blocking Trends

8 Sites are being tracked:

Tracking puts a tag on one high volume page

Request that this continues and additional sites participate

IAB will release Ad Blocking report to all members

Issues to Board:

Have you all installed new TOS?

Is anyone considering turning off content?

Situation Update On Ad Blocking: Do We Need to Act Now? Current Threat: Ad Blocking continues to increase In-line blocking estimated at 7-8% according to DCLK, up from 2-3% two YAG. eBay reports closer to 10-15%. Search is lower at 5-6% Research cannot yet determine penetration level of blockers, but 3 of the top 10 most popular software downloads are ad blockers, accounting for 243 MM, or 30% of top 10 downloads Symantec installed on 120 million machines and 25% turn on Ad Blocking feature Leading Indicator (?): Pop-up blocking is already over 50% (DCLK) Compare : Movie and music industry threat response Failure to uncover or react to real rates of illegal downloading in a timely manner Resort to costly, both financial and reputational, punitive tactics and litigation against downloaders (music companies against consumers) and subsequently, file-sharing software vendors (RIAA companies vs. Napster and MPAA studios vs Grokster)

Current Threat: Ad Blocking continues to increase

In-line blocking estimated at 7-8% according to DCLK, up from 2-3% two YAG.

eBay reports closer to 10-15%.

Search is lower at 5-6%

Research cannot yet determine penetration level of blockers, but 3 of the top 10 most popular software downloads are ad blockers, accounting for 243 MM, or 30% of top 10 downloads

Symantec installed on 120 million machines and 25% turn on Ad Blocking feature

Leading Indicator (?): Pop-up blocking is already over 50% (DCLK)

Compare : Movie and music industry threat response

Failure to uncover or react to real rates of illegal downloading in a timely manner

Resort to costly, both financial and reputational, punitive tactics and litigation against downloaders (music companies against consumers) and subsequently, file-sharing software vendors (RIAA companies vs. Napster and MPAA studios vs Grokster)

Just When we Get Set RIA/AJAX Changes Everything Audience impact – Page Views not relevant anymore Time spent and engagement metrics should become more meaningful in the RIA experience as we can track user activities Measurement impact – updated guidelines The ad impression standards did not envision a disconnect between the page and the ads. Updating to reflect 1 st ) Strong user action, or 2 nd ) to allow the consideration of “in focus” Revenue opportunity – attendant need for disclosures Use of RIA can unlock inventory but the counting of impressions within these new applications needs to be transparent with marketers

Audience impact – Page Views not relevant anymore

Time spent and engagement metrics should become more meaningful in the RIA experience as we can track user activities

Measurement impact – updated guidelines

The ad impression standards did not envision a disconnect between the page and the ads. Updating to reflect 1 st ) Strong user action, or 2 nd ) to allow the consideration of “in focus”

Revenue opportunity – attendant need for disclosures

Use of RIA can unlock inventory but the counting of impressions within these new applications needs to be transparent with marketers

Important Documents I can send to you or you can get at IAB.net Terms & Conditions Measurement Guidelines Impressions Video Clicks Ad & Other Creative Guidelines Display Video

I can send to you or you can get at IAB.net

Terms & Conditions

Measurement Guidelines

Impressions

Video

Clicks

Ad & Other Creative Guidelines

Display

Video

Positioning Online Advertising What Does the Research Show In How to Position Online as a Medium

The Interactive Positioning Television Print Radio Direct Mail INTERACTIVE Only Interactive Advertising lets you combine the ability to target and create a dialogue with the AUDIENCE that matters to your brand, lets your customer EXPERIENCE your brand the way THEY want to, and allows you to measure the EFFECTIVENESS of your marketing dollars. Interactive is the only medium that lies at the intersection of Audience, Effectiveness and Experience AUDIENCE EXPERIENCE EFFECTIVENESS

High Intensity Agreement with the Motivations On a scale of 1-10, how much do you agree with the following statements? Chart represents % of the population agreeing with an 7 or above (high intensity) “ Interactive Advertising is a must have in my media mix.” “ I will further my career if I use Interactive Advertising successfully” “ I realize there is so much more I can do with Interactive Advertising”

Respondent Agreements with Key Motivations 6.95 63% 28% Interactive Advertising is more targeted than other media. 7.01 63% 30% Interactive Advertising is more engaging than other media. 6.7 56% 27% Interactive Advertising gives me greater impact for my advertising dollar than other media. 5.72 44% 17% I would spend more money on Interactive Advertising, but others in my organization disagree. 6.91 63% 25% I would spend more money on Interactive Advertising if there were better data to prove it works. 6.47 54% 22% I would spend more money on Interactive Advertising if it were easier to execute. 6.85 63% 26% I understand how to use Interactive Advertising to improve my marketing efforts. 7.25 69% 34% I could do so much more with Interactive Advertising than I am currently. 6.95 64% 29% I will further my career if I use more Interactive Advertising successfully. 7.05 66% 33% Interactive Advertising is a “must-have” in my media mix. Mean Agree/ Strongly Agree Strongly Agree KEY MOTIVATION

Sample Segmentation By Current Attitudes to Interactive Advertising Based on composite mean scores for six motivation questions

Fence-Sitters Profile Median Revenues (in $mm) Median Ad spend (in $mm)

Print Ads

Trends & Data Never Enough Data. Lots of Trends. What Does it Mean?

Global Online Population Currently about 1.2 billion Projected to grow to 1.8 billion by 2010

Currently about 1.2 billion

Projected to grow to 1.8 billion by 2010

The Internet is the 3 rd most used medium and about to become 2 nd only to TV Source: Forrester Research, March 2007 * Excludes work usage.

The Internet is a already a massive medium, but still growing rapidly in a variety of ways 191 million U.S. people age 2+ online in a month, spending an average of 30 hours online per person* But 77% of 841 million global Internet users now outside of U.S. 99% of online population search in a month, conducting 80 searches per searcher** 73% of online population stream a video, viewing an average of 83 videos per viewer per month *** Up 50% vs YA 67% of online population visit a social networking site, spending 4 hours per month per visitor* Online consumer spending totaled $200B in 2007, up 20% vs. YA Non-travel represents 8% of consumer spend (excl. food, gas, and autos)

191 million U.S. people age 2+ online in a month, spending an average of 30 hours online per person*

But 77% of 841 million global Internet users now outside of U.S.

99% of online population search in a month, conducting 80 searches per searcher**

73% of online population stream a video, viewing an average of 83 videos per viewer per month ***

Up 50% vs YA

67% of online population visit a social networking site, spending 4 hours per month per visitor*

Online consumer spending totaled $200B in 2007, up 20% vs. YA

Non-travel represents 8% of consumer spend (excl. food, gas, and autos)

Internet’s reach exceeds TV’s from 7 am to 8 pm Source: National People Meter, comScore Media Metrix 2007

The Web Already Delivers More Advertising Than TV! 2.2 x Source: Display Impressions: comScore Ad Metrix, Jan -08, Television GRP’s: comScore Estimates The CPM’s are just much, much lower for Internet. Monthly GRP’s Monthly Impressions Per Person

Internet Ad Revenues Continue to Surge Quarterly Internet Advertising Revenues ($ Billions) 1998 1999 2007 2006 2005 2004 2003 2002 2001 2000 Source: Interactive Advertising Bureau (IAB), PricewaterhouseCoopers (PwC) estimates. $21.1B in 2007, Up 26% Over 2006

Ad Dollars are Flowing Online Internet Outdoor Cable TV Magazines Direct Mail Miscellaneous Overall Trade Journals Yellow Pages Broadcast TV Radio Newspapers $21 Billion $ 7 $26 $14 $61 $39 $295 $ 4 $14 $46 $19 $44 Media Advertising Dollars Spent in 2007* Percent Change from 2006 Source: Global Insights as published in BusinessWeek * Other sources may define categories differently, leading to different results 60% of all ad spending in traditional media goes to branding campaigns

Yet, online is only 7% of total ad spending in the U.S. 2007 Estimate ($ in Millions) Source: Advertising Age by Robert J. Coen, McCann-Erickson Inc; Newspaper Association of America; Radio Advertising Bureau; Simba Information; Outdoor Advertising Association of America; Interactive Advertising Bureau (IAB); Lehman Brothers % Total Direct Mail $ 60,988 21% Broadcast TV $ 45,749 15% Newspaper $ 42,939 14% Internet $ 21,100 7% Cable TV Networks $ 20,479 7% Radio $ 18,592 6% Yellow Pages $ 14,538 5% Consumer Magazine $ 13,695 5% All other $ 55,977 19% Total $ 296,100 100%

Decline in Online Ad Click-Through Rates Sources: Doubleclick, eMarketer, Eyeblaster, ABI Research estimates

Clickers Follow the 80/20 Rule Source: comScore, Total US Online Population, July 2007 Clickers are predominantly younger (25 - 44) with lower income (under $40K)

Those Who Viewed the Ad But Did Not Click Drove Majority of Site Engagement and Sales % of Exposed People Include View-Through Effects When Measuring the Campaign – Clicks Are NOT Enough

Clicks on Display Ads Are a Misleading Metric and They Don’t Reflect Brand-Building Effects Only use for direct response ad campaigns (or search) Clicks don’t measure all of a campaign’s sales impact, including the cumulative (latent) and offline impact of ads Clicks don’t tell you anything about brand building effects

Only use for direct response ad campaigns (or search)

Clicks don’t measure all of a campaign’s sales impact, including the cumulative (latent) and offline impact of ads

Clicks don’t tell you anything about brand building effects

Future and Other Suggestions

Future Trends to Watch What are the key issues to look for: Video Online: More, better, targeted and innovative ad units Targeting: More options, behavioral, ISP Deep Packet Inspection (DPI), Social Media, Influencers Mobile: Still very small but they are getting there. Lots of road blocks but it is “unique” for reaching consumers IPTV: Canoe by Comcast and TimeWarner will push the boundaries here.

What are the key issues to look for:

Video Online: More, better, targeted and innovative ad units

Targeting: More options, behavioral, ISP Deep Packet Inspection (DPI), Social Media, Influencers

Mobile: Still very small but they are getting there. Lots of road blocks but it is “unique” for reaching consumers

IPTV: Canoe by Comcast and TimeWarner will push the boundaries here.

Internet Video Advertising Spending Trends The hottest growth is in Video Ads on the Net Source: eMarketer

Other Suggestions Subscribe to IAB Smartbrief Review ClickZ Potential events to attend AdTech – August 5-6 in Chicago (perf oriented) iMedia - Various Get on LinkedIn Get on Facebook

Subscribe to IAB Smartbrief

Review ClickZ

Potential events to attend

AdTech – August 5-6 in Chicago (perf oriented)

iMedia - Various

Get on LinkedIn

Get on Facebook

Review of the Online Medium Prepared in July 2008 By Greg Stuart [email_address] +1 631 702 0682 New York City

Prepared in July 2008

By Greg Stuart

[email_address]

+1 631 702 0682

New York City

More at www.linkedin.com/in/gregstuart Greg Stuart is a recognized thought leader in the digital media and advertising and was selected by Ad Age as one of “10 Who Made Their Mark” in 2006. He is the former CEO & President of the Interactive Advertising Bureau (IAB), the trade group for the interactive advertising & marketing industry. He led the industry from $6 to $17 billion annually while growing the IAB’s revenues +500% in just 4 years. The IAB serves AOL, CNET, Google, Disney, Yahoo! & others. His recent book, “What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds,” Ad Age identified it as “One of 10 books you should have read,” Greg has more than two decades of experience in Internet start-ups, digital media and traditional advertising. He has served as head of Marketing/Biz Dev/Ad Sales at Cars.com pushing them to number 1 in category 6 months post launch. Also was VP of BD at Flycast Networks, when it IPO'd and then sold to CMGI. He's been a Venture Partner, Interim CEO of 2 Ad Technology companies, launched Sony's Online The Station and built the first Interactive division at the world’s leading direct marketing agency, Wunderman (a subsidiary of Young & Rubicam). He was on the Board of Rapt, Inc. in SF, sold to Microsoft; and Board of Allyes in China, sold to Focus Media. He volunteers his time to SEMPO, IAB Mexico, Mobile Marketing Association and anyone else that asks. Since Greg applauds entrepreneurs, serving on the Advisory Boards of multiple venture-backed companies Adify [Ad Networks], Anchor Intelligence [Search], Veoh [Video], Tremor Media [Video], Vizu [Research], Komli [Ad Network], Zumobi [Mobile], AdInfuse [Mobile], myYearbook [Social Ntk] and others. He is also member of the National Speakers Association and speaks around the world on the Internet and failings of Advertising. Greg has a BA in Economics from the University of Washington and completed Wharton’s Advanced Management Program in July 2008. He lives very happily in Bridgehampton, NY with his wife Pamela, twin daughters, and son.

Greg Stuart is a recognized thought leader in the digital media and advertising and was selected by Ad Age as one of “10 Who Made Their Mark” in 2006.

He is the former CEO & President of the Interactive Advertising Bureau (IAB), the trade group for the interactive advertising & marketing industry. He led the industry from $6 to $17 billion annually while growing the IAB’s revenues +500% in just 4 years. The IAB serves AOL, CNET, Google, Disney, Yahoo! & others.

His recent book, “What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds,” Ad Age identified it as “One of 10 books you should have read,”

Greg has more than two decades of experience in Internet start-ups, digital media and traditional advertising. He has served as head of Marketing/Biz Dev/Ad Sales at Cars.com pushing them to number 1 in category 6 months post launch. Also was VP of BD at Flycast Networks, when it IPO'd and then sold to CMGI. He's been a Venture Partner, Interim CEO of 2 Ad Technology companies, launched Sony's Online The Station and built the first Interactive division at the world’s leading direct marketing agency, Wunderman (a subsidiary of Young & Rubicam).

He was on the Board of Rapt, Inc. in SF, sold to Microsoft; and Board of Allyes in China, sold to Focus Media. He volunteers his time to SEMPO, IAB Mexico, Mobile Marketing Association and anyone else that asks.

Since Greg applauds entrepreneurs, serving on the Advisory Boards of multiple venture-backed companies Adify [Ad Networks], Anchor Intelligence [Search], Veoh [Video], Tremor Media [Video], Vizu [Research], Komli [Ad Network], Zumobi [Mobile], AdInfuse [Mobile], myYearbook [Social Ntk] and others.

He is also member of the National Speakers Association and speaks around the world on the Internet and failings of Advertising.

Greg has a BA in Economics from the University of Washington and completed Wharton’s Advanced Management Program in July 2008. He lives very happily in Bridgehampton, NY with his wife Pamela, twin daughters, and son.