Representation for a weekly optimization review highlighting opportunities and needs for a paid media campaign.

1. color code: (green) no action needed, (yellow) monitoring or implementation needed, (red) needs attention
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Weekly Media Performance / Optimization Review: November 10, 2019
NATIONAL MEDIA CAMPAIGN
Media Flight: National Wave 3
Review Dates: November 04 - 10, 2019
Flight Dates: June 26, 2019 (present)
Creative Date: August 18, 2019 (creative refresh)
Media Planner: Trung Nguyen
Data Analyst: Daniel McKean
Marketing Director: Ty Sharp
Media Buyer: Brill Media [robert@brillmedia.co, 818-720-1632]
DOMO Dashboard: https://wondros.domo.com/page/1382510458
WEEKLY MEDIA PERFORMANCE REVIEW
Data Collection + Grooming Received & Updated Nov. 11, 2019
DOMO Dashboard Update Reviewed & Verified Nov. 12, 2019
NIH Weekly Performance Report Published Nov. 13, 2019
KPI View + Observation Optimization Recommendation Date/Auth
Media Spend: [$8,627] remains consistent week over
week in alignment with approved media budget
Awaiting budget increase (Jan 2020)
n/a
Impressions: [3,195,350] remains consistent week over
week in alignment with budget and CPM
Needs slight optimization adjustments:
Awaiting consideration for white/black
listing: monthly optimization recommended
using modified CPA 80/20 rule (see below)
Action
Requested
Unique Impressions + Frequency: [1M avg. + 3.1 Freq.] Within thresholds; slight fluctuations week
over week n/a
Clicks + CTR: [3,662 + 0.13%] consistent WoW WoW within recent thresholds
n/a
Unique Registrations: [108] lowered WoW Historically, all trendlines remain downward
trending over 30-day periods with special
note November to date is spiking upward.
Week over week fluctuations are expected
and will occur. Constant monitoring is
warranted as new optimization directions
are executed.
n/a
Pixel Registrations: [120] +10.0% differential vs. unique
Unique CPA: [$79.88] notable increase WoW
Pixel CPA: [$71.90] -11.1% differential vs. unique

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c color code: (green) no action needed, (yellow) monitoring or implementation needed, (red) needs attention
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Weekly Media Performance / Optimization Review: November 10, 2019
KPI View + Observation Optimization Recommendation Date/Auth
Unique CVR: [2.95 %] slight decrease WoW Suggested optimization recommendations
may help better performance overall. n/a
Pixel CVR: [3.28 %] +11.1% differential vs. unique
Unique Clicks & Impressions per Account Ratios:
Oct. 2019 - [28 clicks / account] or [23,049 impressions]
Campaign Lifetime - [46 clicks] or [28,165 impressions]
Trending positively - sidebar performance
metric aligned to represent just how many
clicks or impressions are needed for a single
unique account conversion.
n/a
Targeting Impressions/Spend: targeting remains aligned to
conversion optimization but with some adjustments now
being applied: overall UBR audiences now represent 24%
budget spend and 11.0% of conversions.
Spend re-allocations for the week delivered more
impressions to UBR audiences.
As a result, the Asian and African-American audiences
realized (39) total conversions using 60% of budget spend
at a notable reduced CVR.
As a cautionary note: shifting and re-aligning budget
spends too aggressively from one audience to another
may (and will) impact overall results. Slower optimization
migrations may be more impactful to allow for scaling
over time.
Nov 3 - Contextual Targeting needs reviewed and
updated. Open up to more audiences.
Historically, Elderly + Audience Targeting
have overshadowed UBR audiences.
(Oct 23) Decided to keep campaigns within
single environment, but experiment with the
increased spend for one UBR audience TBD.
Still pending implementation.
(Oct 29) clarification needed why isolating
campaigns by audiences may not better
optimize the campaign overall.
(Nov 02) expanded or new contextual
targeting needs to be considered to offset
current audience saturation.
Action
Needed
Oct. 23
TN + TS
Banner Dimension Performance: three (3) dimensins are
receiving the majority of the spend: [320x50 / $106 CPA] +
[300x250 / $44 CPA] + [728x90 / $59 CPA] based on
inventory availability and optimization performance.
OF SPECIAL NOTE: It appear based on total budget spend,
other dimensions have not had adequate time or spend
applied to optimize where early optimization for
conversion and CPA immediately reduced spend for other
dimensions without consideration for a longer baseline
benchmark performance period.
3 dimensions constitute 95% of budget spend. The
question that needs to be asked: are we manipulating
dimensions and the isolated 65+ campaign to beef up
numbers at the expense of a more balanced approach?
Brill explains it's due to inventory availability with more
impressions could be served across more dimensions with
an approved higher CPM.
Mobile 320x50 text banner ads perform well
for conversions due to volume of impressions
served, optimization direction, and inventory
availability. But CPA is extremely high at
$106.
(Oct 23) We need greater balance for serving
more dimensions leveraging images to be
able to measure and gauge dimensional as
well as targeted image performance.
Special note: need understanding if we are
arbitrarily specifying a low RTB for a constant
contractual CPM level which is preventing us
for winning greater dimensions in the auction
space.
Action
Requested
Device (Desktop vs. Mobile) Performance: mobile
receiving 57% of spend with a significantly higher CTR over
desktop - yet desktop continues to outperforms for CVR
(7.84% desktop to 1.38% mobile) and CPA ($44 desktop vs.
$110 mobile).
Need campaign re-optimization by either
changing optimization rules or force a
defined desktop budget allocation
percentage to measure performance impact.
(Oct 23) consideration & directional decision
for implementation needed.
Action
Requested

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c color code: (green) no action needed, (yellow) monitoring or implementation needed, (red) needs attention
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Weekly Media Performance / Optimization Review: November 10, 2019
KPI View + Observation Optimization Recommendation Date/Auth
Creative Image Performance: currently text
banners are overshadowing creative images via
optimization directions; and when they are
served, images are not being delivered aligned to
specific audiences for self-identification.
African-American and Hispanic audiences only
being served text banners.
Three potential directional approaches can
be considered in combination or isolation:
1) re-align creative for specific audience
use,
2) constrain spend on text only banners
forcing greater budget allocation to image
banners to measure performance impact,
3) use images with a set of rules within
proposed UBR mini campaigns.
(Oct 23) consideration & directional
decision for implementation needed.
Action
Requested
Geo-Metro Performance: campaign being
optimized according to assigned rules, but
consideration is whether campaign can expand to
include national regions outside of HPO markets
to include more urban, suburban and rural areas
across the country to reach a broader audience at
scale.
.
Need expanded campaign execution
planning consideration.
(Oct 23) consideration & directional
decision for implementation.
Action
Requested

4. 4 | P a g e
c color code: (green) no action needed, (yellow) monitoring or implementation needed, (red) needs attention
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Weekly Media Performance / Optimization Review: November 10, 2019
Recommended Modified Blacklist Sites (Bottom 11% - CPA > $100 evaluation) - 43 sites/$228 CPA avg.
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com.candywriter.bitlife ifunny.mobi mozilla
com.picstudio.photoeditorpro co.giftloop 358899126
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com.mgc.runnergame www.tutorialspoint.com animalchannel.co
start.att.net tunein.player www.horoscope.com
1473024868 1207472156 316793974
1193508329 381471023 1299956969
historycollection.co com.skout.android com.myyearbook.m
hermoments.com 1313561414 beta.meetme.com
www.nola.com www.ranker.com www.zynga.com
touch.meetme.com 1277486668 1374403536
com.textmeinc.textme m.ranker.com 642831690
645704840 1452227871
com.taggedapp 372648912