Ogilvy Verge Neo 13 9 7

Slide 1: Listen London 2007

Slide 2: Our customer is in the data Ne w La ps e d c us tome r c us tome r, no with in 6 vis its in 3 Vis ite d s ite we e ks month s via s e a rc h Vis it a fte r pla ying in- Hig h va lue a d g a me c us tome r R e c ipie nt of e ma il Cus tome r ne ws le tte r de s e rte d s h opping c a rt S e e n 3 of our a ds – h a s n’t vis ite d s ite Downloa de d podc a s t, no oth e r touc h 2

Slide 3: Listening in New Ways • Traditional question – Are enough people using this channel to make it worthwhile? • Listening question – Does the new channel offer ways of interacting with even just a few of our target audience more deeply or in a new way? 3

Slide 4: 4

Slide 5: Listening in New Ways • Traditional question – Can we measure this new channel in the same way we measure our other advertising? • Listening question – Knowing that measurement abilities among emerging channels vary, can we learn something about our audience that we don’t typically see? 5

Slide 6: Second-by-second VoD viewing data 100 Viewers Remaining (%) 75 50 We have traine d vie we rs to dro p-o ff c o mme rc ial c o nte nt 25 at 30 s e c o nds ! 0 30 45 60 75 15 1 16 31 46 61 76 Asset Running Time (seconds) 6

Slide 7: Listening in New Ways • Traditional question – How do we hit as many eyeballs as possible? • Listening question – What do people want to see? 7

Slide 8: It’s all in the copy 8

Slide 9: Thank you richard.wheaton@ogilvy.com