Dfa5 Reporting Presentation Cn

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  • Dfa5 Reporting Presentation Cn

    1. 1. DFA5 Reporting Solutions Helping Digital Marketers turn campaign information into action Product Update Presented to: ]
    2. 2. Perceptions of Online Advertising Then: Now: PROVE IT ! Current Marketplace MOVE IT !
    3. 3. <ul><li>Provide better view of advertising effectiveness </li></ul><ul><li>Highlight most actionable data </li></ul><ul><li>Improve access / speed to optimization </li></ul>Open the lens on advertising value DFA Focus
    4. 4. <ul><ul><li>Incorporating offline “people” and branding metrics </li></ul></ul><ul><ul><li>Focus on clicks diminishing, but still heavily used </li></ul></ul><ul><ul><li>THE GOAL: successful customer relationship with target audience (on and offline !) </li></ul></ul><ul><li>Click-through-rate </li></ul><ul><li>Cost-per-click </li></ul><ul><li>Post-click conversions </li></ul><ul><li>Post-Impression Conversion </li></ul><ul><li>Post-Impression branding </li></ul><ul><ul><li>- Awareness </li></ul></ul><ul><ul><li>- Recall </li></ul></ul><ul><ul><li>- Purchase Intent </li></ul></ul>2001: 1996 - 2001: As Online Advertising Matures... Click Data Campaign ROI Campaign ROI Click Data Non-click Data Advertisers refocusing using traditional tactics
    5. 5. Establishing more specific goals Branding Impressions Visits Conversions Revenue Profit
    6. 6. Where is this headed? 最佳化的投资回报! It’s all about optimization for better ROI! 媒介计划 与购买 阶段 Media Planning & Buying Phase 数据分析和报告 Data Analysis and Reporting Phase Campaign Starts 活动开始 活动开始 Campaign Starts Continual Testing 继续测试 Optimization and refinement   活动完成 Campaign ends 历史数据 Historical Data Media Testing Cycle 媒体测 试周期 Media Efficiency Cycle 有效率的 媒体循环 周期
    7. 7. 机遇与挑战 <ul><li>DFA 如何能帮助广告主和广告公司来证明媒介的价值呢 </li></ul><ul><li>   How can DFA best help advertisers and agencies prove the value of the media? </li></ul><ul><li>流畅的活动管理,报告和最优化工作流程使得客户能分享更多积 </li></ul><ul><li> 极的结果 </li></ul><ul><li>   Streamline campaign management, reporting and optimization workflow so clients have more positive results to share </li></ul><ul><li>提供证实的方法去评估网上客户的价值 </li></ul><ul><li>Provide metrics that speak to # and value of their online customers </li></ul><ul><li>- 他们是谁  who they are </li></ul><ul><li>- 如何找到他们 how to reach then </li></ul><ul><li>- 花多少钱找到和获得他们 how much money it takes to reach and acquire them </li></ul><ul><li>- 花多少钱去留住他们 how much money it takes to keep them </li></ul>
    8. 8. <ul><ul><ul><li>Type of Report </li></ul></ul></ul><ul><ul><ul><li>Standard </li></ul></ul></ul><ul><ul><ul><li>标准 </li></ul></ul></ul><ul><ul><ul><li>Performance Query </li></ul></ul></ul><ul><ul><ul><li>执行查询 </li></ul></ul></ul><ul><ul><ul><li>Custom </li></ul></ul></ul><ul><ul><ul><li>自定义 </li></ul></ul></ul>DFA5 Reports Suite: Flexibility and Power Metrics Covered 标准的印象数 点击数 点击率报告,以及覆盖率,频率,时间,城市与国家等报告,确认媒体投放的第三方报告。 Impressions, clicks, clickrates on criteria such as Reach/ Frequency, Time of Day, Country, State, etc. Confirm media delivery against publisher and 3rd party reports. Customizable queries to view effectiveness and ROI in terms of conversions--click and view-based.  观察广告的效力 以及 ROI 转换率 时间间隔转换,数据转换与定制数据查询 Stand alone, fee-based reports defined in consultation with your Sales Engineer. Includes Time Lag to Conversion, Data Transfer and Custom Database Queries
    9. 9. STANDARD REPORTS
    10. 10. Standard Reports Power 标准报告 <ul><li>Available at four levels: 四个级别的标准报告 </li></ul><ul><ul><li>Network  网络 </li></ul></ul><ul><ul><li>Advertiser  广告主   </li></ul></ul><ul><ul><li>Campaign   广告活动 </li></ul></ul><ul><ul><li>Ad Placements  广告位置 </li></ul></ul><ul><li>Campaign Optimization:  最优化广告 </li></ul><ul><ul><li>Uncover performance imbalances   显示执行的不均衡 </li></ul></ul><ul><ul><ul><li>Refine layered targeting in DFA (geo, browser type, etc.) </li></ul></ul></ul><ul><ul><ul><li> 精制的分层定向(地域,浏览器等) </li></ul></ul></ul><ul><ul><ul><li>Confirm requested targeting from sites </li></ul></ul></ul><ul><ul><ul><li>  确认站点需求定向 </li></ul></ul></ul><ul><ul><ul><li>Monitor creative burnout (frequency reports) </li></ul></ul></ul><ul><ul><ul><li>  监控创意(频率报告) </li></ul></ul></ul>
    11. 11. Standard Reporting 标准报告 <ul><li>Country  国家 </li></ul><ul><li>Frequency  频 率   </li></ul><ul><li>Operating System 操作系统 </li></ul><ul><li>Redirect Site 重定向站点 </li></ul><ul><li>State/Region 地域 </li></ul>Sample Summary Report and Advertiser level Reach By Month report Determine number of times one browser sees an ad from this advertiser over the course of each month. <ul><li>Browser  浏览器 </li></ul><ul><li>Reach Summary  覆盖率概要 </li></ul><ul><li>Postal Code 邮编 </li></ul><ul><li>Day of week  每周到天的定向 </li></ul><ul><li>Hour of day  小时 </li></ul>Determine number of unique users in current month as well as average monthly uniques over lifetime of advertiser. Reach Summary Reports Advertiser Level Reach By Month
    12. 12. Site Placement Reach Report Page Level Frequency Report Frequency measures how many times each user or browser saw an ad. It will also show you how many times a particular user or browser was exposed to your campaign, and the total number of times that they were exposed to the advertiser over a particular period of time 频率测量每一个独立用户看一个广告几次和一个广告主的广告在一段时间内的所有显示次数频率分配。 By viewing reach and frequency by sites, and/or web pages, advertisers can assess the places to reach the largest audience in the campaign, or to reach the same audience the most number of times .  通过观察站点或网页的重复与频率,广告主能在广告活动中评定广告位置覆盖到的最多的人群或覆盖同一观众群中最多次数。 Standard Reporting: Frequency Metrics  频率报告 <ul><li>Determine: </li></ul><ul><li>Unique Users  独立用户 </li></ul><ul><li>Eliminate duplicated reach 排除重复地板条覆盖 </li></ul><ul><li>Eliminate wasted impressions </li></ul>Determine which sites and pages within sites are receiving largest number of unique users.
    13. 13. <ul><li>This Site Placement report is updated with performance results throughout the day, As media servers reload, impression and click data is refreshed immediately providing the most up-to-date view of ad performance. With this view, marketers can confirm sites are delivering impressions or that a recently submitted optimization has taken effect. </li></ul><ul><li>Ads can be quickly turned on or off in batches and the change submitted with a single click </li></ul>Impressions and Clicks updated 2 hours Ads Summary View Standard Reporting: Real Time Ads Summary
    14. 14. This powerful optimization view shows site delivery relative to plan, and allows marketers to quickly optimize current running placements to match their media plan. Percentages of over or under delivery are highlighted in red. % of Under Delivery 未传递的 % Planned versus delivered imps 计划对实际传递的 imps Site Summary View Standard Reporting: Site Placement Performance View   站点位置执行
    15. 15. PERFORMANCE QUERY REPORTS
    16. 16. Basic Truths in Advertising The first time a person looks at an ad, they don’t see it The 2nd time, they don’t notice it The 3rd time, they’re conscience of it’s existence The 4th time, they remember seeing it before The 5th time, they read it The 6th time, they remember they’ve been “meaning to purchase” From “Hints to Intending Advertisers” Thos. Smith 1885 Some consumers “act now,” but mostly when good and ready. Realization - The 99.5 percent of online advertising that isn‘t clicked on does have measurable value !       99.5% 的网上广告不被点击,是否有测量数值
    17. 17. <ul><li>What happens after a viewer sees a banner and doesn’t click? Are they coming back? Converting ? </li></ul><ul><li>在一个浏览者看了广告后但没有点击之后发生了什么?他们还回来吗?转换? </li></ul><ul><li> What is the “total” ROI; the combined return on media investment for clickers and viewers.    组合点击与观看来测量媒体的投资回报 </li></ul><ul><li>With a combined view, begin to see residual or branding value of media spend “beyond the click.” </li></ul>HELP ANSWER: Post-Impression Metrics 印象后行为跟踪
    18. 18. <ul><li>What happens after a viewer sees a banner and doesn’t click ? Are they coming back? Converting?   在一个浏览者看了广告后但没有点击之后发生了什么?他们还回来吗?转换? </li></ul><ul><li>Track latent response to ads viewed   跟踪被看广告的潜在的响应 </li></ul><ul><li>What is the “total” ROI; the combined return on media investment for clickers and viewers </li></ul><ul><li>Which product offers are generating the greatest response   哪种产品产生最大的响应 </li></ul>Determine which sites are performing the best to achieve branding or sales Judge the branding effect of your campaign Track view-through activity Performance Query Reports : Post Click and Post Impression Metrics Track click-through activity
    19. 19. <ul><li>Creative Groupings allow marketers to: </li></ul><ul><li>Define their own creative properties   详细定义他们自已的创意属性 </li></ul><ul><li>Classify creative units (such as GIFs, Redirects, Rich Media, Click Commands) into categories, which allow you to organize, track, compare, optimize and report in the context if your buy.   对各种广告形式进行分类比较,以确定哪种广告形式的执行效果最好。 </li></ul>Define creative properties Assign property to a creative during trafficking Run a report on creative groups to determine which category is performing best in terms of conversions Performance Query Reports: Creative Groupings  执行查询报告:创意组群
    20. 20. <ul><li>Generate most frequently used reports with a single click </li></ul><ul><li>Saved Query Templates allow marketers to: </li></ul><ul><li>Specify the query criteria once, save it as a template and recall it for later use as needed as well as share and reuse those templates across multiple users or advertisers. </li></ul><ul><li>For new users unfamiliar with the DFA query interface, using templates created by a more experienced user will allow them quick and easy access to reports. </li></ul>Performance Query Reports: Saved Query Templates
    21. 21. Reliable Access to Large Reports . If report is too large for browser, user may choose to run it offline. Email is sent as notification when report is ready . Reports Pick-Up Screen > shows time of report request and status (processing or completed). Click on Report link to download CSV / Excel file Performance Query Reports: Generating Large Reports For reports that typically take a long time to generate, users may choose to run them as a “deferred” report, which will generate offline, allowing users to continue working without waiting for the report to return.
    22. 22. The easy to use Spotlight tag generation wizard and QA screens enables you to generate your own Spotlight activity tags on demand. Review recent Spotlight tag activity to ensure tags are live and working properly before and during a campaign, eliminating potential reporting issues in the future . Error messages are highlighted in red QA Summary View QA Detail View Spotlight Tag Quality Assurance reports
    23. 23. DATA TRANSFER
    24. 24. <ul><li>For advertisers who manage a data warehouse, DART for Advertisers data transfer solution passes back the raw data of all ad, click, post-click and post impression event data at the log file entry level via a password protected FTP server for storage and analysis. Once transferred and loaded into a database, data can be queried as sees fit, allowing for all of the analysis and custom reporting that is available via the data schema. </li></ul><ul><li>Data transfer allows clients to: </li></ul><ul><li>Create their own proprietary data mining and analytics services that can potentially be productized and resold </li></ul><ul><li>Integrate campaign data with the site analysis tools such as Accrue or NetGenesis. </li></ul><ul><li>Match online data with other offline data - mailing campaigns, TV ads in geo areas </li></ul><ul><li>Provide transaction level analysis versus aggregate reporting provided with Spotlight </li></ul><ul><li>Perform cookie-level analysis - your campaign launched at noon on the 12th? Find out how many unique users saw your ad in the first 21 minutes after launch. </li></ul>Extract Data Enterprise Reporting Engine Processes Data DFA Production Database Custom Reporting: Data Transfer DFA Log File Confirmation Web Page with DFA Spotlight Tag FTP Directory / File Interface for viewing
    25. 25. <ul><li>For advertisers requiring report formats which are outside of standard or query interfaces, custom reports may provide a solution. Report options include: </li></ul><ul><li>Queries linking impression / click log data to conversion data from the Spotlight database </li></ul><ul><li>For clients building their own proprietary database using web server logs, match-tables may be used to match advertiser’s server logs (using id’s from macros) to the actual data from our database. </li></ul><ul><li>Determine Impressions & Clicks by specific URL etc. </li></ul><ul><li>Post Click and Post Impression reporting broken out by custom product SKU’s </li></ul><ul><li>Process: </li></ul><ul><li>A signed Statement Of Work is necessary before we start development. Contact DFA support to request a custom report at http://support.doubleclick.net </li></ul><ul><li>Turnaround time depends upon complexity of request and available development resources. </li></ul><ul><li>Reports will be delivered by e-mail, FTP, or to a private website </li></ul>Custom Reporting: Custom Database Queries 2. Fill out Statement of Work 1. Submit Request via support web site, Account or Business Development Manager 3. Custom Reports Are Delivered by E-Mail or FTP
    26. 27. <ul><ul><li>KAYAK OUTFITTER / SELLER </li></ul></ul><ul><ul><li>Marketing Goals : improve site traffic and drive catalogue downloads </li></ul></ul><ul><ul><li>Creative Tactics </li></ul></ul><ul><ul><li>HTML Banners and Interstitials on targeted content sites, driving to specific site areas </li></ul></ul><ul><ul><li>Media Tactics : buying on performance basis, needs better front and back-end views of advertising effectiveness </li></ul></ul>Post impression Sample Advertiser Case
    27. 28. <ul><ul><li>ADVERTISER NEEDS TO DETERMINE </li></ul></ul><ul><ul><li>Cost of customer acquisition </li></ul></ul><ul><ul><li>Return per site visit (downloads etc.) </li></ul></ul><ul><ul><li>Most effective mix of site, section & creative </li></ul></ul><ul><ul><li>BY PLACING SPOTLIGHT TAGS ON KEY SITE SECTIONS, ADVERTISER CAN : </li></ul></ul><ul><ul><li>Trace activities back to specific ads and placements </li></ul></ul><ul><ul><li>Determine Revenue per online customer </li></ul></ul><ul><ul><li>Optimize which products to put in front of users </li></ul></ul>'<IMG SRC=&quot;http://ad.doubleclick.net/activity;src=639064; type=gear ; cat=kay ;ord=' + a +'?&quot; WIDTH=1 HEIGHT=1 BORDER=0>'); Spotlight Tag Post impression Advertiser Case
    28. 29. Analysis of post impression and post click metrics indicate: CATALOGUE DOWNLOADS 20% of customers who downloaded catalogues had clicked an ad to get there (the other 80% saw the ad initially, returning later to download) SITE VISITORS 17% of visitors were people who had seen banners, didn’t click but came back later to the site Key Findings
    29. 30. Campaign Optimization The largest % of view-through conversions were driven by keyword placements   Turn Information into Action
    30. 31. <ul><ul><ul><li>Across a range of beta clients, results show from 4% to 81 % of conversions are occurring indirectly. </li></ul></ul></ul><ul><ul><ul><li>Differences in percentages between Direct (clicked and converted) and Indirect (saw banner, came back later to convert) may depend on : </li></ul></ul></ul><ul><ul><ul><ul><li>how open the landing pages are to web traffic (the same user who saw ad comes back anyway by typing in the URL) 如何打开登录网站(同一用户看过广告后通过输入 URL 登录网站 ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>how well the brand is already established online  网上建立品牌的效果如何 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>other advertising which may be driving users to the site  其他的广告可能带来访问 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>the effectiveness of the creative message (Is it compelling enough to cause users to “bookmark” your site and return later? 创意的效力(是不是引人注目引起用户“收藏”你的网站,之后登录) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>the type of conversion being recorded (sales pages tend to have the lowest % of post impression conversions, landing pages, which are often open to other traffic and tend to have a higher % of conversions. </li></ul></ul></ul></ul>Summary
    31. 32. Summary <ul><li>Better view of advertising effectiveness </li></ul><ul><li>More intuitive interface </li></ul><ul><li>Improved speed to optimization </li></ul>DFA5 - Opens the lens to advertising value MORE EFFECTIVE MARKETING
    32. 33. and in Asia Pacific
    33. 34. And the World’s Top Advertising Companies ( c) 2002. All rights reserved. DoubleClick Inc.                                                                                                                                                                                                                                                                                                    Pangea In 2001, the combined annual buying power of African-, Asian- and Hispanic Americans is over $1.3 trillion. By 2010, that number is expected to nearly double to $2.35 trillion -- over one-fifth of the buying power of the total market. Bcom3 Group recognized the need for a new kind of communication resource to provide clients with an inclusive, holistic view of a changing America and to leverage opportunities to seamlessly build brands in this multicultural world. The result is Pangea, a partnership of marketing communications agencies that have a deep understanding of Hispanic, African-American, Asian-American, Urban and Gay and Lesbian consumers. Their names: Bromley, Lápiz, New-A, Vigilante, and Double Platinum, along with Pangea-branded Public Relations, Relationship Marketing and Promotions units. Together more than 250 strategic and creative marketing specialists representing 25 nations and speaking 24 languages/dialects can tailor advertising and marketing programs celebrating the cultural diversity of a given market segment or collaborate to develop work that resonates across culturally diverse lines. To effectively and efficiently reach their target audiences, Pangea works closely with Tapestry, the new multicultural, full-service media unit of global behemoth Starcom MediaVest Group. With over 90 specialists representing 20 ethnicities offering media research, planning, buying and optimization tools second to none, Tapestry weaves traditional media with bold and inventive ways to reach consumers in a complex multicultural world.                                          PUBLICIS AND Bcom3 AGREE TO MERGE; AGREE TO GLOBAL STRATEGIC PARTNERSHIP WITH DENTSU Paris, Chicago, Tokyo, (03/07/2002) –Publicis Groupe SA (Euronext Paris: 13057 - NYSE: PUB), Bcom3 Group, Inc. and Dentsu Inc. (TSE: 4324) today announced an agreement among the three companies with two distinct and complementary aspects: -- The merger of Publicis and Bcom3, creating the fourth largest communications group in the world. -- A strategic, long-term partnership between Dentsu and Publicis, allowing Dentsu's clients to benefit from the worldwide networks of Publicis and Publicis's clients to have privileged access to Dentsu's experience serving Japan, a geographically and strategically significant country. These unique agreements respond in the most efficient way to the growing needs of advertisers by giving them access to the first truly global, multicultural offering with exceptional resources in creative advertising, marketing services, and media. Under the merger agreement, Publicis Groupe SA will acquire 100 percent of the capital of Bcom3 for $3 billion in stock and equity-linked securities. Publicis headquarters will remain in Paris and will continue to be directed by a Conseil de Surveillance presided by Elisabeth Badinter and a Directoire presided by Maurice Lévy. Maurice Lévy will continue as Publicis's chief executive officer, and Roger A. Haupt, currently Chairman and Chief Executive Officer of Bcom3, will become Publicis's President and Chief Operating Officer and will join the Directoire. The merger agreement has been approved by the Conseil de Surveillance of Publicis Groupe SA, and by the Board of Directors of Bcom3. Publicis, which over the past few years has become the sixth largest global communications company through both acquisitions and organic growth, continues to realize its strategic vision through this transaction. &quot;This is a three-way alliance of global vision and complementary strengths that will deliver significant value to our clients,&quot; said Maurice Lévy, Chairman and Chief Executive Officer of Publicis. &quot;Bcom3 consists of some of the finest advertising and communications brands in the world, including Leo Burnett, D'Arcy Masius Benton & Bowles, Manning Selvage & Lee, Bartle Bogle Hegarty (in which Bcom3 owns a minority interest), and the Starcom MediaVest media franchise. It is a rare and extremely attractive enterprise, with a unique culture, unparalleled creative portfolio, blue chip client list, and solid financial performance. We are honored to welcome them to the Publicis family. In addition, our exciting new partnership with Dentsu gives our clients access to the second largest worldwide advertising market through the premier advertising company in Asia. Moreover we become an extremely well balanced company, with 49 percent of our revenues going forward generated from North America, 37 percent from Europe, and 14 percent from Japan and the rest of the world. We are also enhancing our share in non-traditional creative services. &quot;Our focus has always been to be the best partner for our clients,&quot; Mr. Lévy continued. &quot;Today that means providing companies with high quality, global campaigns tailored for local markets with economies of scale and a full range of marketing, research, and media services. We are delighted that in pursuing this focus we will become one of a handful of premier global communications firms.&quot; Creation of the world's fourth largest communications group Through the merger with Bcom3, Publicis will significantly enhance its client resources on a worldwide scale and will join the top tier of global communications organizations. It will become the fourth largest communications company, with revenues of $4 billion, generated by 38,000 employees worldwide. After completion of this merger, the new Publicis will rank first in Europe and third in the U.S., and its partnership with Dentsu will greatly enhance its position in Japan and throughout Asia. Bcom3 is the seventh largest communications group in the world. Based in Chicago, it does business in more than 90 countries through its renowned agencies including Leo Burnett, D'Arcy Masius Benton & Bowles, Manning Selvage & Lee, Bartle Bogle Hegarty, and the Starcom MediaVest Group, which serve leading advertisers including Philip Morris, McDonald's, General Motors, Procter & Gamble and Diageo. Bcom3 is a privately held company, approximately 79 percent owned by its employees and approximately 21 percent owned by Dentsu, with which it has had a strategic alliance for the past two years. &quot;When we formed Bcom3 and partnered with Dentsu two years ago, we recognized the need for a multicultural approach toward building client brands around the world,&quot; Roger Haupt said. &quot;The merger and global alliance we are announcing today vastly enhances our ability to provide superior expertise and services through premier advertising agency brands and an extraordinary geographic base. We know firsthand the strengths of Dentsu. Moreover we know by reputation how Publicis respects individual agency cultures while capitalizing on synergies. We are looking forward to a partnership that broadens our client resources, benefits our employees, and rewards our shareholders.&quot; Strategic partnership with Dentsu Following the merger of Publicis and Bcom3, the strategic agreement that existed between Bcom3 and Dentsu will be maintained and strengthened between Publicis and Dentsu to allow Dentsu's clients to benefit from the worldwide networks of Publicis, while the new Publicis's clients will benefit from Dentsu's services in Japan. The companies expect to engage in joint development, notably in sports marketing where Dentsu leads the global marketplace. Mr Yutaka Narita, President of Dentsu Inc., said, &quot;Dentsu, Publicis, and Bcom3 have many things in common, perhaps the most important of which is a corporate philosophy from which each agency operates its business. The 'client first' principle is one of them. An approach to management that considers and cares for everyone involved, from employees, clients and shareholders to the media and other stakeholders, is another. We all endeavor to gain the respect of society. In addition, each of us has great respect for our roots and our founders, the spirit of whom has been cherished and carried on today. And as individual organizations, we have all successfully nurtured our own corporate culture and identity. &quot;While respecting the fact that each network's brand sprang from and grew in three different geographic areas - Europe, America and Japan - we aim to provide the very best marketing communication services covering every domain in the world market by integrating the power of the three corporations. By doing so, we believe we can win the confidence of clients and establish the very best global network. This is our mutual dream and common goal. Lastly, we would like to mention that without the support of Madame Elisabeth Badinter, the daughter of the founder of Publicis, none of this would have come to see the light of day. Together with Maurice Lévy, Chairman-CEO of the Management Board, and Madame Elisabeth Badinter, we intend to build a strong partnership. At the start of this new alliance, the Dentsu Group reiterates its determination to make further efforts in meeting the needs of its clients,&quot; Mr. Narita continued. Creation of the world's second largest media counsel and buying group Clients will immediately benefit from the creation of the world's second largest media counsel and buying group. The combined strengths of Starcom MediaVest and the Zenith Optimedia Group, the latter owned 75 per cent by Publicis and 25 per cent by Cordiant Communications Group, will position the group to better serve clients by acquiring and planning media space more effectively and developing exclusive research tools to enhance our understanding of the media audiences. Strengthened services to clients across the spectrum The merger significantly enhances Publicis's specialized communications capabilities, notably in such key growth disciplines as healthcare communications with Medicus Group, which will complement Nelson Communications to create a worldwide leader in this sector. In public relations, Manning Selvage & Lee adds to the client services currently provided by Publicis Consultants and Publicis Dialog. And the existing ethnic communications firms of Burrell, Conill and Publicis Sanchez & Levitan will be augmented by Bcom3's Bromley Communications, Lapiz, New-A, Vigilante and other Pangea companies. This transaction also provides Publicis Groupe SA entry into sports and event marketing with Relay. Autonomous management Following its traditional management philosophy, Publicis will ensure that the networks and units are managed autonomously, respecting their personalities, clients and brand identities. The combined firm will operate under the Publicis name. Each agency currently in the Bcom3 portfolio will report directly to Mr. Haupt in his capacity as Chief Operating Officer. Terms of the transactions The merger consideration for 100 per cent of Bcom3 has been agreed at $3 billion (Euro 3.4 billion) based on a Euro 30.50 share price for Publicis. Half of the consideration will be represented by 56.25 million newly issued shares of Publicis, the remainder being equally split between an issue of 20 year bonds with a face value of $750 million (Euro 858 million) mandatorily redeemable into 28.125 million existing or new shares (ORANE) and an issue of 20 year bonds with a face value of $750 million (Euro 858 million) with detachable equity warrants (OBSA) with a strike price of Euro 30.50 per share. All of the equity securities issued at closing will carry, under an orderly marketing agreement, lock-up provisions that vary in duration from six months to four years. This transaction should be immediately accretive to pro forma cash EPS in 2002, not including the impact of any synergies to be achieved through this merger. Dentsu, which currently owns approximately 21 percent of Bcom3, will acquire additional shares of Bcom3 prior to the merger of Publicis and Bcom3. Following the merger, Dentsu will hold 15 percent of the voting rights of the new Publicis, which will ensure that Dentsu will be able to report its investment under the equity method of accounting. Dentsu will be represented with two seats on the Publicis Supervisory Board, which will be expanded to include the President and the Senior Managing Director of Dentsu. Dentsu will enter into a shareholders' agreement for a period of twelve years with Elisabeth Badinter. Dentsu will also enter into a long-term relationship with Elisabeth Badinter and views Elisabeth Badinter's role and that of the existing management of Publicis as key factors to Publicis's success. Dentsu will support Elisabeth Badinter as Chairman of the Supervisory Board and will support the Board's management choices. Dentsu intends to be a long-term shareholder of Publicis and has agreed to maintain its interest in Publicis at 15 percent of its voting rights. The merger transaction between Publicis and Bcom3 will be submitted to the shareholders of Publicis Groupe SA and Bcom3 for their approval and will be subject to approval by the relevant authorities in the various countries. Dentsu and certain key shareholders of Bcom3 representing approximately 31 percent of the outstanding shares of Bcom3 have agreed to vote their shares in favor of the merger. Elisabeth Badinter and Somarel have agreed to vote their shares, representing approximately 45% of the voting rights of Publicis, in favor of the merger. The transaction is expected to close around June 30 of this year. Lazard was the investment banker for Publicis. Morgan Stanley represented Bcom3, while Dresdner Kleinwort Wasserstein and Nomura Corporate Advisors represented Dentsu. Wachtell, Lipton, Rosen & Katz and Darrois, Villey, Maillot & Brochier were Publicis's legal advisors. Davis Polk & Wardell, Bredin Prat and Kirkland & Ellis acted as legal counsel to Bcom3 and Dentsu was represented by the New York and Paris offices of Debevoise & Plimpton. Management - The Management Board (Directoire), headed by Maurice Lévy, will also include Roger Haupt, Kevin Roberts, Bertrand Siguier and Bruno Desbarats-Bollet. - The Supervisory Board (Conseil de Surveillance), presided by Elisabeth Badinter, will also include the President of Dentsu, Yutaka Narita and the Senior Managing Director, Fumio Oshima. Forward Looking Information This document contains certain &quot;forward-looking statements&quot; within the meaning of the provisions of the United States Private Securities Litigation Reform Act of 1995. These include statements regarding the anticipated closing date of the merger transaction, anticipated tax consequences and anticipated future operating results. Forward-looking statements can be identified by the fact that they do not relate strictly to historical or current facts. They often include words like &quot;believe,&quot; &quot;expect,&quot; &quot;anticipate,&quot; &quot;estimated,&quot; &quot;pro forma,&quot; and &quot;intend&quot; or future or conditional verbs such as &quot;will,&quot; &quot;would,&quot; or &quot;may.&quot; The factors that could cause actual results to differ materially from expected results include, but are not limited to, the factors set forth in Publicis's and Bcom3's filings with the Securities and Exchange Commission (SEC), delays in completing the merger, difficulties in integrating the Bcom3 companies with the Publicis divisions, changes in general economic conditions that may adversely affect the businesses in which Publicis and Bcom3 are engaged and changes in the securities markets. Readers are referred to Publicis's and Bcom3's most recent reports filed with the SEC. Additional information Publicis and Bcom3 will be filing a proxy statement/prospectus and other relevant documents concerning the merger with the Securities and Exchange Commission (SEC). We urge investors to read the proxy statement/prospectus when it becomes available and any other relevant documents filed with the SEC because these documents will contain important information. Investors will be able to obtain the documents free of charge at the SEC's web site, www.sec.gov. . In addition, investors may obtain documents filed with the SEC by Publicis free of charge by directing a request to Publicis at 133, avenue des Champs Elysees, 75008 Paris, France. Investors may obtain documents filed with the SEC by Bcom3 free of charge by directing a request to Bcom3 at 35 West Wacker Drive, Chicago, IL 60601. Bcom3 and its directors, executive officers and certain other members of Bcom3 management and employees may be soliciting proxies from Bcom3 shareholders in connection with the merger. Information concerning the participants in the proxy solicitation will be set forth in the Annual Report on Form 10-K of Bcom3 for the year ended December 31, 2001, to be filed with the SEC. Information concerning the participants in the proxy solicitation will also be set forth in the proxy statement/prospectus when it is filed with the SEC. Financial accounting standards Except if otherwise stated all financial information given in this press release concerning Publicis is presented according to French Generally Accepted Accounting Standards, or estimations based on internal management accounts. Presentation of the announcement Maurice Lévy, Roger Haupt and Fumio Oshima will present and discuss this transaction in a press and analyst conference with webcast for Thursday March 7, 2002 at 5:30am (EST) - 10:30am (London time) - 11:30am (Paris time) The estimated duration is 120 minutes. The Powerpoint slides of Maurice Lévy's presentation as well as the audio webcast will be available on line at 5:20am (EST) - 10:20am (London time) - 11:20am (Paris time) on Thursday March 7. Click here for the direct link. The webcast archive (including the Powerpoint presentation) will remain on the same web page after the conference call.                                                                                                                                                                                                                                                   Home | About Us | Our Companies | Our Clients | In The News | Leadership | Privacy Policy
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