How to Make Your Digital Ads Work Lee Freund Director, Pharmaceutical Strategy PointRoll [email_address] 215-407-9186 http://video.webcasts.com/events/pmny001/viewer/index.jsp?eventid=30932 http://www.mmm-online.com/

Perceived Creative Challenges Reality How to Maximize Results How to Make Your Digital Ads Work Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Perceived Creative Challenges

Reality

How to Maximize Results

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Low Resolution/ Low Quality Visual - 35K File Size Banner Physical Dimensions Functionality Measurement – less than .1% Click Through Perceived Creative Challenges Standard Display Ads Limit Results Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Low Resolution/ Low Quality Visual - 35K File Size

Banner Physical Dimensions

Functionality

Measurement – less than .1% Click Through

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Better Looking Visual – high resolution/100K images/Video Larger Creative Palette – expandable formats Unlimited Functionality – distribute interactive content Video Print Questions for Doctor, PDFs, research, recipes, vouchers Quiz, Poll, Game Sign Up for text alerts, Opt-in Adherence Programs Fair Balance Treatments The Rich Media Reality Unlimited Opportunity & Results Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Better Looking Visual – high resolution/100K images/Video

Larger Creative Palette – expandable formats

Unlimited Functionality – distribute interactive content

Video

Print Questions for Doctor, PDFs, research, recipes, vouchers

Quiz, Poll, Game

Sign Up for text alerts, Opt-in Adherence Programs

Fair Balance Treatments

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Rich Media enables you to Fully Leverage the Digital Medium Interaction Rates – how many users engage with Message Average Brand Interaction Times – how long Activities – what they did Panels & Panel Clicks – which Message drove conversion Video Completion Rate – engagement level Impression Click Engagement Metrics Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Based on tactical Objective and what is to be Measured Brand Awareness Direct Response/Specific Action Drive Traffic Fair Balance/ISI Creative Assets Photography Complex Animation and Graphics Video Format and Structure Considerations Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Based on tactical Objective and what is to be Measured

Brand Awareness

Direct Response/Specific Action

Drive Traffic

Fair Balance/ISI

Creative Assets

Photography

Complex Animation and Graphics

Video

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

What Have We Learned? Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Focused Approach Maximizes Results Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Focused Approach Maximizes Results Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Drive Users to Take Action Boost Results – Flexible Optimization Levers Receive Actionable Data – Easily Identify Key Learning Extend Life of Creative – Sequence Speed Creative to Market – while Others are Pending Review Focused Approach Maximizes Results Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Drive Users to Take Action

Boost Results – Flexible Optimization Levers

Receive Actionable Data – Easily Identify Key Learning

Extend Life of Creative – Sequence

Speed Creative to Market – while Others are Pending Review

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Develop unlimited combinations of visual variation Colors Images Headline Call to action Video Function Easily create various ad versions Audience media placement Test and Optimize New Tools: Dynamic Ad Content Speed Learning and Improve Results Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Develop unlimited combinations of visual variation

Colors

Images

Headline

Call to action

Video

Function

Easily create various ad versions

Audience

media placement

Test and Optimize

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Listen – customer comes first Measure – communication must elicit a measurable response Innovate – innovation is the key to solving problems … Les Wunderman Digital Ads should Never Be Finished Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Listen – customer comes first

Measure – communication must elicit a measurable response

Innovate – innovation is the key to solving problems

… Les Wunderman

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Choose Format and Structure based Clearly Defined Objectives Measurement Requirements Creative Assets Use a Single Panel Action Focused Approach Listen, Measure, Innovate How to Make Your Digital Ads Work Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186

Choose Format and Structure based

Clearly Defined Objectives

Measurement Requirements

Creative Assets

Use a Single Panel Action Focused Approach

Listen, Measure, Innovate

Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186