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review of the digital
                advertising ecosystem
                             by greg stuart
                          www.gregstuart.com
                           january 6th, 2010




Prepared by Greg Stuart
greg@gregstuart.com                            1
                              Confidential
purpose & agenda
Purpose: Provide background for a discussion on
 the ever changing Advertising Ecosystem.
 Topics as follows:
     1.     Marketers‘ Metrics discussion
     2.     Digital Media Ecosystem review
     3.     Data & Targeting discussion
     4.     Three Screen discussion
     5.     Privacy principles         Author‘s Background: Greg Stuart
                                       Decade as NYC Ad Agency Media Strategist
     6.     Appendix                   Decade+ as Sr Exec in Digital Media
                                                    CMO, VP Biz Dev, Ad Sales, CEO
            o      Terms & difinitions            Digital Media since 1993 (iTV & Web)
            o      Advertising Spending review    CEO of IAB – Interactive Advertising Bureau
                                                  Co-Author What Sticks
                                                  Advisor to VC‘s & 15+ Net/Mobile Businesses
                                                  Consultant to Alcatel, AT&T, etc     (see appendix)

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main themes
1. Change is everywhere & constant
2. Advertising has never been so complicated…and yet
   so ill prepared for the future (tech, data, automation)
3. Exchanges are likely to tremendously transform the
   digital advertising & media world
4. Data is the talk of the digital town; but the value of
   data is still quite unclear
5. Marketer‘s metrics were indeterminate before and
   will be murky for awhile
6. Privacy at a regulatory level is anyone‘s call at this
   point (but can be managed)
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confused?...not surprised




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internet is a still evolving as a medium




       „New to Net‟                  Commun-
                                                      Services             Retail       Contributor
          User                        ications


•   First activities           •   Email           • Online            • CDs/Books       • Blogs
•   ISP & ease                 •   IM                banking           • Complex         • Comments &
•   Info. search               •   Photo sharing   • Simple Travel       travel            posting
•   LOTS of time               •   Early social      guys              • eBay Motors     • Customer
    surfing                        networks        • Auto info         • Groceries         reviews
                                                                                         • Ratings
                   Web 1.0                                           Web 2.0                 Web 3.0
                                                           Source: Nielsen/NetRatings
     Prepared by Greg Stuart                                                                     5
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all media under assault – from consumers
  o Lot‘s of multitasking + DVR‘s promote ad skipping television
  o The net result is that each ad is less effective as consumers mentally and
    physically tune them out
  How often do you surf the internet at the same time   Do you use your Tivo or DVR to skip
  as watching TV?                                       television ads?            Skip
                                                                                 Some sds
                                                                                   36%
        Seldom 16%
                                          Never 26%



                                                                                           Watch
Sometimes                                                                                 Most Ads
  26%                                                                                       6%
                                                                                         Never Skip
                                                                                          Ads 6%
                                           Always 17%
                                                        Skips All
                                                        Ads 52%
                            Usually 15%
  Prepared by Greg Stuart                                                                     6
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digital advertising more complex than ever and
     the options more diverse
                                              Outbound
                     IM                     communication                  iPhone apps
                                             Email             SMS/MMS
  Streaming                Display
                                            marketing          marketing
  Podcasting                   Online                                  Microsite
                             advertising                              development
   Website
 Development                                                                    Influentials

                  Viral
                                     INTERACTIVE AD                        Seeding
                                        CHANNEL
Online WOM                                                                   Blogs
      Branded
    entertainment                                                               Microblogging
                             Search             App            CRM
Video - YouTube            engine mktg      Development                        RSS
                                                            application

                                SEO                  Widgets
 Prepared by Greg Stuart                                                                  7
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…and yet ads, ads, ads - everywhere

      Estimated           4,500,000,000,000
       (4.5 trillion) online ads served annually


               = 2,000 ads per person per month


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marketers‟ metrics
                discussion



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metrics summary
Online is often more cost effective than other media. Have
  seen 10x in cost per value versus TV.
       • In part because TV is SO overspent
Internet is not a single medium (it‘s really a platform of mediums)
Click has been everything. But it is the bain of the internet
   medium. Soon to mean nothing (or at least little)
Only 8% of consumers click regularly (only 16% ever click)
Publishers like CPM, as it‘s easy to measure, control, etc.
Marketers metrics are CPA, CPL, CPT, engagement, etc. -
   Confused yet? Should be!



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35% of marketers use clicks; but click is such a
  small percent of activity




                                         Source: DoubleClick DART for Advertisers: 2008

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however; there is a MASSIVE decline in display-
    ad click through rates

                                                  In 2008,
                                                comScore
                                              measured click
                                               rates as less
                                                 than 0.1%




                             Sources: DoubleClick, eMarketer, Eyeblaster, ABI Research estimates
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and virtually no one clicks anymore
There are Fewer Clickers and Fewer Heavy Clickers
o There are fewer heavy clickers today: down from 6% to 4% of Internet users
o Only 8% of all Internet users account for 85% of all clicks




                   Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods

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but there is no question online ads work
   Advertiser Site Visitation Among US Internet                                    Online Advertising‟s Effect on Brand Metrics
   Users Exposed to Online Display Ads, 2008                                       in the US, Q4 2008* (% of Resp impacted)

7.0%        65.0%                                                          70.0%
                           Control       Test           Lift

                                                                  6.6%
6.0%                       53.8%                                           60.0%
                                                                                   (Δ 2.4)
                                                5.8%
5.0%                                                                       50.0%
                                                49.1%             45.7%
                                 4.8%
                                                           4.5%
4.0%                                                                       40.0%
                                        3.9%                                                                                    (Δ 1.6)
                3.5%
                                                                                                                                                 (Δ 1.3)
3.0%                                                                       30.0%
                        3.1%                                                                     (Δ 4.9)
2.0%                                                                       20.0%
         2.1%                                                                                                   (Δ 2.6)
1.0%                                                                       10.0%


0.0%                                                                       0.0%
       Week following    Weeks            Weeks              Weeks
       1st ad exposure 1-2 after 1st    1-3 after 1st      1-4 after 1st
                        exposure         exposure           exposure

                Note: home, work and university locations                          Note: n=2,380 campaigns and 3,889,602 respondents;
                Source: comScore Brand Metrix, “How Online Advertising             *includes three years through Q4 2008; **delta (Δ ) defined
                Works: Whither the Click,” December 5, 2008                        as point difference in exposed vs. control groups
                                                                                   Source: Dynamic Logic provided to eMarketer, April 27,
       Prepared by Greg Stuart                                                     2009
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       greg@gregstuart.com
publishers may have better effectiveness
  Ads on content sites have greatest impact
  o    Ads on content sites raise Awareness, Message Association, Brand Favorability and
       Purchase Intent more than Portals and Networks
  o    Ad Networks provide advertisers with the smallest change — including no change in
       Purchase Intent (i.e., 0.2 delta is statistically insignificant)


                             Ad Effectiveness     Deltas by Site Category
                            Aided Brand    Online Ad              Message                    Brand        Purchase
                            Awareness      Awareness              Association                Favorability Intent
OPA BCD                              3.2                5.7                         3.4                      2.4                   1.8
MarketNorms                          2.3                4.7                         2.5                      1.5                   1.2
Portals                              2.5                4.7                         2.1                      1.3                   1.1
Ad Networks                          1.2                3.8                         2.0                      0.6                   0.2
                                            Notes: Ad effectiveness deltas in red are statistically insignificant (i.e., there is no change)
                                            A/B/C/D indicate statistically significant difference between deltas at .90 CL
                                            Source: Dynamic Logic’s MarketNorms campaigns over last 3 years through Q1 2009
                                            OPA N=1,540 campaigns; MN = 2,255; Portals = 1,224; Ad Networks = 399

  Prepared by Greg Stuart                                                                                                        15
  greg@gregstuart.com
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But ad networks provide lots of brand lift also

                                          Ad Network Sites             Publisher Sites
                                   Control   Exposed   Impact   Control Exposed       Impact
Unaided Message Recall: XXXX        0%        13%       +12.9    15%     16%          +1.3
Message Association: XXXX           3%         8%       +4.9     7%      7%           +0.9
Message Association: XXXX           4%         8%       +4.1     9%      9%           0.0
Online advertising recall           21%       31%       +9.7     34%     39%          +4.7
Purchase Intent                     42%       53%       +10.8    39%     45%          +5.8
Recommendation Intent               8%        21%       +13.6    13%     15%          +1.4
Actions Taken
Consider purchase                   12%       24%       +11.4    15%     15%          +0.3
Download free trial                 10%       20%       +9.9     11%     12%          +0.9
Visit website                       11%       25%       +14.2    19%     21%          +2.0
Gather more info                    15%       22%       +7.1     17%     19%          +1.7
T2 Box: Overall Opinion of Brand    48%       56%       +7.8     43%     50%          +6.9
Brand Opinions (Top Box)
Is high quality                     26%       29%       +2.7     19%     24%          +4.9
Always up-to-date                   24%       29%       +4.2     22%     25%          +3.1
Is best in the category             16%       18%       +2.3     10%     14%          +3.9
Has improved their product          15%       17%       +1.6     8%      11%          +3.4


Prepared by Greg Stuart                                                                      16
greg@gregstuart.com
                                       Confidential                       Sig @ 90%
best campaigns for sure work on ad networks

                                          Best / Worst Performers on Ad Networks

                                  Market Norns Avg       Top 20% Ad Networks        Avg Ad Networks

                                 16.00%
                                 14.00%
                                 12.00%
              Percent Impacted




                                 10.00%
                                  8.00%
                                  6.00%
                                  4.00%
                                  2.00%
                                  0.00%
                                           Aided Brand   Online Ad   Messsage        Brand       Purchase
                                            Awareness    Awareness   Allocation   Favorability    Intent




     Prepared by Greg Stuart                                                                                17
     greg@gregstuart.com
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Source: Dynamic Logic Market Norms database
online is best able to measure but the
    hardest to measure
More than half of interactive marketers —
 51% — interviewed by Forrester say that
 measuring ROI is their key challenge with
 display ads…

                      …with 38% saying developing good creative is a problem




Prepared by Greg Stuart                                                        18
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metrics simplified – there 3 elements
Promote + Found
       o    Media                           Questions a marketer should be
       o    Search (natural & paid)           able to answer:
       o    PR                                   o How many visitors, leads and
       o    Social Media + Blogging                customers am I getting?
                                                 o What is driving those visitors,
                                                   leads and customers?
Convert                                          o What are my best and worst
       o Landing page optimization                 sources of leads and sales?
       o Lead tracking
       o Lead management
                                                  How can I grow sales?
Analysis                                         How can I lower marketing
       o Marketing Analytics                                costs?
       o Lead Scoring

Prepared by Greg Stuart                                                          19
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                                  Confidential
different marketers have different needs
                                                                                 Advertiser Orientation
                                                                                                                          Direct Response
                                                 Brand Marketers                  Call to Action Marketers
                                                                                                                             Marketers
                                          Goal is to increase brand awareness,   Spending to accomplish a near-       Advertisers primarily focused
                                           imagery, and purchase intent           term action (traffic, order, etc)    on capturing the immediate
                                                                                 Mixes brand spend, but with a         action, order, etc
                                                                                  mechanism to drive action too


                National                                                 64.0                                  76.4                             8.9
                Brand
                                                                         1.3                                    3.3                             9.1
Customer base




                Local affiliate
                of a national                                                                                                   Revenue, 2007
                                                                                                                                $ billions
                chain                                                                                          30.2
                advertiser                                                                                      1.3
                                                                                                                                CAGR, 2003-07
                Local                                                                                                           percent
                “mom & pop”                                                                                    53.2
                Retailers                                                                                       1.3




                Prepared by Greg Stuart                                                                                                      20
                greg@gregstuart.com
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metrics for measuring success
Most important metrics for measuring online marketing campaign success according to US*
Senior-Level Marketing Executives by budget size, Feb-Mar 2009 (% of respondents)

                                                                                        $1 million        All resp.
                                                                                         + (n=49)          (n=112)
Conversions or sales                                                                             82%             70%
Registrations/Subscriptions via organization‘s Website                                           55%             52%
Click-throughs                                                                                   51%             49%
Unique views to Website or page where ad or content was placed                                   51%             37%
Boost in search rank                                                                             39%             34%
Downloads of data or information                                                                 33%             37%
Change in target audience awareness/perception of brand                                          31%             25%
Customer feedback on Website                                                                     16%             26%
Number of target audience members reached                                                        14%             13%
Streams of video or audio content                                                                  8%               6%
Other                                                                                              6%               3%

                                                           Note: 8respondents were primarily based in the US
                                                           Source: Forbes, “2009 Ad Effectiveness Survey,” June 1, 2009

Prepared by Greg Stuart                                                                                        21
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advertising metrics - relationships


         Measurement
                                  CPM         CPC          CPA             CPI         RPT              LR
               Metric
        Customer &




                                                                                                                             Profit
         Potential             Cost Per      Cost per    Cost per        Cost per   Revenue per       Lifetime
        Customer by           Thousand        Click     Acquisition       Inquiry   Transaction       Revenue       =
          Source

        Guesstimated
        Relationship
                              $     1.00 $        0.25 $        0.75 $        0.95 $      1.50    $          4.25   =    $ 3.30




             Allowable:       $     1.65


      Allowable = What would company pay to acquire customers



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Impressions
                                                   Clicks
                                            Conversions
                                                Revenue
                                   Unique Impressions




greg@gregstuart.com
                                          Unique Clicks




Prepared by Greg Stuart
                                   Unique Conversions
                                     Click through rate
                               Click to conversion rate
                          Impression to conversion rate
                                     Ad Exposure Time
                                          View Through
                                    Ad Interaction Rate
                                        Interaction Time
                            Ad Component Interactions
                                        Video Play Rate
                             Average Video View Time
                                    Video Completions
                                            Replay Rate
                                                   Reach




     Confidential
                                              Frequency
                              Frequency vs. Response
                             Frequency vs. Conversion
                               Time Lag to Conversion
                                      Ad Delivery Rate
                                           Attrition Rate
                                       Lead Generation
                                     Revenue per Sale
                                     Revenue per User
                              Revenue per Impression
                                                            There are a number of possible metrics or points of




                                     Revenue per Click
                                     Revenue per Visit
                                Repeat Purchase Rate
                                      Lifetime Revenue
                                                                                                                        expanded list of possible metrics

                                                              measurement for marketers in digital media, 30 or more.




       23
alt: msn‟s engagement measurement
msn has popularized and development tech to support ―engagement
     measurement‖.
It recognizes that other advertising, might have played a role (delivered value)
     to the final click.




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alt: cross media analysis
Like MSN‘s engagement mapping, some
  work has been done to isolate a medium‘s
  value, and in combination.
Research behind What Stick‘s found that
  Internet was most Cost Effective Medium
  in 75% of campaigns
Optimized media plans delivered
  +30% lift in media

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is there a blurring of search & display?
Traditionally:
       o Search=performance (clicks, action, etc)
               o Relevance, technology, ease
       o Display=branding (attitude change)
               o Graphical, context, rich media
However, their objectives can be blurred:
       o Search been proven to provide brand value
       o Display can provide performance
But they are different:
       o Ease of text – alteration, speed, pervasive
       o Technology and scale
       o Commensurate advertiser base (really important)

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final thoughts on metrics
Clicks have ruled (counterproductively so)
Alternatives: Analytics systems permit reaching deeper
       o View thru (30 days post the activity)
       o Brand or performance later in process
Better tools coming: Factor TG, Market Share Partners
But as a result of it‘s inherent advantages, digital media
   wins (ROI, immediacy, integration, optimization, more)
       o Mobile is just not ready, but is heading in the right direction.
       o iTV is likely a long ways off.




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digital media
                ecosystem review
                          peeling the layers of an increasingly
                           complicated ad ecosystem in the
                             increasingly digital-networked
                                   advertising industry

Prepared by Greg Stuart
greg@gregstuart.com                                               28
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summary ad ecosystem
More disruption than ever & at nearly every level &
  category - publishers, local, agencies, media...
Exchanges potentially change everything
Critical to Exchanges is application of data
What could happen:
       o Shift away from networks to exchanges
       o Exchanges follow Direct Mail & Search going direct to
         Advertiser
       o Agency media department becomes less important


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the times, they are a-changin‟
                                                                                            bob dylan
Traditional definitions range from the
broad to the specific…
“Intermediaries that enable advertisers to             …But the landscape is evolving as new types
reach audiences across the web, and allow              of players emerge
publishers to better monetize inventory.”
                           CIBC analyst report                  Ad Exchanges eliminate the typical ―broker‖
                                                                 role by linking publishers directly with
                                                                 advertisers via a managed transaction
“Aggregates advertising inventory from a                         platform (e.g., Right Media)
number of websites and sells this inventory
to advertisers or agencies.”                                    Rep firms market inventory from select
                                                                 publishers to advertisers, functioning more
              Piper Jaffray Investment Research                  as an outsourced sales force than a reseller
                                                                 (e.g., Glam)
“Brokers of online inventory. Ad networks will
buy inventory from a publisher, then resell to                  Specialist providers of sophisticated value-
an advertiser, pocketing the spread”                             add services such as targeting and ad-
                                                                 serving (e.g., Revenue Science) serve both
                           CIBC analyst report                   publishers and advertisers without brokering
                                                                 any inventory
“Appliers of sophisticated targeting analytics
to serve advertising for third parties”

                           CIBC analyst report
 Prepared by Greg Stuart                                                                                      30
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the digital value chain




Advertisers           Agencies           Inventory    Programmer/   Distribution   Measurement
                  (creative/strategy)   Influencers    publishers    platforms




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expansion of the value chain


 Advertisers           Agencies           Inventory    Programmer/    Distribution   Measurement
                   (creative/strategy)   Influencers    publishers     platforms




Ad-       Agencies           Agency          Data         Exchanges      Networks     Pub.     Prog./
vertisers                    Support/      Clearing-                                 Support Publishers
                              Buyers        houses




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players in expanded value chain

Ad-                                                                                                        Pub.     Prog./
          Agencies         Agency               Data              Exchanges               Networks
vertisers                                                                                                 Support Publishers
                           Support/           Clearing-
                            Buyers             houses
      • SEM                                                          • Technology
      • Digital media                                                  platforms that
        buying agency                                                  enable the                  • Yield optimization
                            • Single-source bid-                                                     companies that
                                                                       buying and
                              management tool                                                        enable publishers to
                                                                       selling across
                            • Automated system that                                                  maximize the value
                                                                       multiple ad
• Ecommerce                   manages and optimizes                                                  of their inventory
                                                                       networks and
  site on                     bidwords for advertisers                                               across multiple ad
                                                                       publishers real
  AdWords                     based on conversion rates                                              networks and
                                                                       time
• Local                     • Algorithm-based platforms                                              exchanges real time
  storefront in               that maximize ROI on ad
  Yellow Pages                network and exchange
• Major brand                 inventory buys on behalf of
                              brands                                           • Search engine
  advertiser
                                                                                 aggregators
  focused on
                                                                               • Centralized ad selling
  specific
  demographic              • Not directly involved in the buying and             entity that sells             • Search engine
                             selling of advertising, but either facilitate       typically remnant ad          • Website
                             the transfer of data between parties in             inventory across                owner and
                             the value chain, or aggregate data from             multiple websites,              operator
                             several parties and make it available to            either blindly or
   Prepared byby Greg Stuart players in the value chain Confidential
              Greg Stuart                                                        transparently                              33
   Prepared
   greg@gregstuart.com
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   greg@gregstuart.com
representative players in value chain
Search Intent Driven Media




                                 Advertiser             Agency     Agency Support / Buyer       Ad Networks                  Publisher/ Content




                                     Advertisers            Agencies               Inventory      Programmer/        Distribution   Measurement
                                                        (creative/strategy)       Aggregators      publishers         platforms
          Broad Scale Media




                              Prepared by Greg Stuart                                                                                             34
                              greg@gregstuart.com
                              Advertiser      Agency       Agency Support /
                                                                                   Confidential
                                                                                  Data   Exchanges     Ad Networks     Publisher       Publisher/
                                                               Buyer        Clearinghouses                              Support         Content
all the details – source gridley & co.




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exchanges-likely biggest change ever




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exchanges - new kids on the block
              Question                                             Answer
                                   Publishers provide a slice of their inventory to exchanges so that
  What do Exchanges permit?         advertisers can select just the inventory they want, sometimes
                                         calculating value from upwards of 50 data elements

What makes them so interesting    Real Time Bidding technologies that can both cherry pick inventory
       to the industry                            and provide immediate feedback

                                 In addition to RTB, the integration of data and access to data on that
 What make exchanges work?
                                                      user or individual impression

                                    No straightforward answer to this question, because exchange
   What are typical exchange
                                 inventory falls into buckets. That said, most inventory is acquired for
            CPMs?
                                                           $0.10 – $2.00 CPM
                                      Exchanges typically receive (only) 5% to 10% of revenue on
   What are typical exchange     impressions they serve. (Networks, the current middle man, are 25%
           margins?               to 50%). Too early to tell but likely will scale; it takes very little to run
                                                               an exchange

How much exchange inventory
                                      Hard to quantify, but generally reported to be tens of billions
       is available?

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how exchanges use data
Advertisers are able to sort through dozens of impression attributes (and cherry-pick
  billions of impressions) to choose impressions to buy. Data are used to select and
  optimize exchange impression attributes and bring high value than just context or time
  of day
There appear to be two current data pricing models:
     o Cost per Cookie by BlueKai with is a simple auction model: Cookies with series of data about
       users are auctioned for around $2-3 per thousand and buying can buy that cookie for as long
       as cookie lives.
     o Percent of Spend by eXcelate / % of value model: The data provider receives a percentage of
       the media value (currently 20%)
Other Internet data players:
     o    Next Action (SKU level data)
     o    Acerno (eCommerce data owned by Akamai)
     o    Revenue Science (BT)
     o    Media6º (Social Media – Birds of a Feather)
     o    Lotame (Social Media)




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will there be a network shakeout?
Yes, Likely.
Supposedly 300+ networks. Some are generating
  ~$100 million in revenue.
They do the work that agencies are too lazy, or
  economically unable, to do
Key elements: Tech, Marketing/Positionings, Ad
  Sales (Relationships), Publishers (Content)
Exchanges make the publisher segment
  unnecessary. Tech is critical.
Positioning is really necessary for a network to
  survive. Possible positionings: Brand,
  Optimization, Category/sector, Metric, etc
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economics' of the ecosystem
                                                                                                       $1.5M-$3M
                                                                                                        per Sales
                                                                                                         Person
                    Ad Serving (DART, Atlas)




                                                                                                                                Ad Serving (DART, Atlas)
                                                                           CPM
                                                                           $1-5
                                               2.00 CPM




                                                                                                                    $0.10 CPM



                                                                                                                                                           $0.50-
  $1.00




                                                                                                                                                           $0.01
             5¢-                                           5¢-50*¢                                      7¢-
                                                          * Short term            5¢-10¢     25¢-50¢
             12¢                                          arbitrage gain                                15¢
                                                                              Confidential                                      40
Prepared by Greg Stuart
greg@gregstuart.com
underpinning data & targeting are cookies

Cookies, or the tracking of users from one session
  to the next and one site to another, is critical to
  using data & targeting.
Cookie deletion by users is rampant. Upwards of
  nearly 50% of users delete cookies a month.
Private study conducted amongst trusted sites
  showed a real variation in deletion rates.
Current industry thinking is that cookies are at
  great risk due to regulatory

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overall, 36% users delete cookies monthly

                                                       “Multi-user computer”
Rejecters                   16%
Selective                   20%                              “Periodic”
Users


                                                             “Bipolar”



Acceptors                   64%

                                  This data is proprietary & confidential – do not forward.


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…and some sites saw nearly 50% cookie deletion

                                                          Cross Site User Breakdown
                       100%


                                 18%            20%             17%            13%                             13%             14%
                        90%
                                                                                               20%
                        80%
                                                                               17%                             13%             18%
                                 19%            14%             26%
Percentage of Users




                        70%
                                                                                               29%
                        60%


                        50%



                                                                                                               74%
                        40%


                                 63%            66%                            69%                                             68%
                        30%
                                                                57%                            51%
                        20%


                        10%
                                                                                                                      Rejectors
                                                                                                                      Inconsistent
                        0%
                                                                                                                      Acceptors
                             Site A (8-27-05 Site B (11-17- Site C (9-1-05 Site D (2-14-06 Site E (2-22-06 Site F (2-01-06 Site G (2-01-06
                               thru 4-20-06) 05 thru 4-19-06) thru 1-31-06) thru 4-20-06)   thru 4-01-06)   thru 4-20-06)   thru 4-20-06)
                      Prepared by Greg Stuart                                                                                           43
                      greg@gregstuart.com
                                                                         Confidential
measuring cookie deletion – how it was done
1.) Large population of web
 users who regularly log into a
                                                                                            2.) A tracking pixel associates the
 registration oriented site.
                                                                                              user’s persistent ID with the 3rd
                                                                                              party cookie each time they login




3.) If users return with different 3rd party cookies,
 we know they must have deleted their cookie.
  P u b lis h e r ID   3 rd P a rty C o o k ie       D a te
        ABC                     123               5 /1 /2 0 0 5
        ABC                     123               5 /2 /2 0 0 5
        ABC                     123               5 /9 /2 0 0 5    Person who did not delete their cookies
        ABC                     123               6 /5 /2 0 0 5
        DEF                     456               5 /8 /2 0 0 5
        DEF                     456              5 /1 6 /2 0 0 5   Person who deleted their cookies sometime between 5/16 and 5/20
        DEF                     789              5 /2 0 /2 0 0 5

  Prepared by Greg Stuart                                                                                                    44
  greg@gregstuart.com
                                                                          Confidential
the buy/sell process - today
1 Buyer decides
 1.
     what web sites to
     buy
                                                           3                                       5
2
2.   Buyer and Seller      Publisher Side                            Sales Planner
     negotiate deal
3
3.   Hand off to                               Sales Executive                           Pub Ad Operations       Account Manager
     internal teams for
     workflow                                         Inventory
4
4.   Buyer ad ops                                                              Campaign
     sends ads to
                                                       avails &
                                                                                mgmnt              Reporting             Billing
     publisher                                      reservations
5
5.   Seller ad ops
                                                                               workflow
                                                    (sales tools)
     inputs ads
6
6.   Buyer reviews                                                      4                                                                7
     results, compares
     reports, compiles                         2        Media                  Campaign
7
7.   Seller sends bill                                                                                                  Billing &
                                                     planning &                 Mgmnt &           Reporting &
                               Agency Side




     to buyer                                                                                                            recon-
8
8.   Buyer reconciles                                  buying                  trafficking         analytics
                                                                                                                        ciliation
     the bill and pays                                workflow                  workflow

     Pre Buy Media
     Research Tools                                                                                 6
                                                           3                                                                         8
                   1                         Media Buyer
                                                                  Associate
                                                                 Media Buyer
                                                                                 Agency Ad
                                                                                 Operations
                                                                                                        Associate
                                                                                                       Media Buyer
                                                                                                                         Billing
                                                                                                                       Coordinator

       Prepared by Greg Stuart                                                                                                     45
       greg@gregstuart.com
                                                                        Confidential
What‟s moving where / when
Exchanges are the most significant change to advertising
    since Google.
       1.       Loads of inventory (10‘s of Billions)
       2.       RTB (technology) drives the efficiency for system
       3.       Players and technologies are just being established
Networks that are not differentiated or have some unique
    attribute likely to be squashed.
DSP=Demand Side Platforms are taking the planning out of
    the media plan=affect on agencies
Data here is critical and yet value is still unclear



Prepared by Greg Stuart                                               46
greg@gregstuart.com
                                     Confidential
data & targeting
                discussion



Prepared by Greg Stuart
greg@gregstuart.com                      47
                          Confidential
summary - why data has an allure
Value of targeting & tech - Google $95 eCPM
               o Key is a intent-driven targeting system with 100k‘s of
                 advertisers & self service
Net, targeting (and the data to support) are very
 alluring to advertisers and publishers.
Categories of data: Context, Intent, Identity
       o Content; ecommerce, social, non-web, etc.
       o Unclear as to where uniqueness might still be
Some question the real value (but not sure yet)
Requires new understanding of metrics, or at least
  analytics

Prepared by Greg Stuart                                                   48
greg@gregstuart.com
                                      Confidential
theory behind targeting – good for all
                                                                                         Advertiser‘s out         Media
                     Cost per thousand                Number of viewers
                                                                                         of pocket spend          provider‘s
                     (CPM)
                                                                                                                  revenue


                                                     1,000 viewers for a
                                                     given media property


Current TV           $10/1,000 viewers                  500         500                        $10                $10
(example)

                                             Advertiser A really only wants to
                                             reach half of them but they can‘t be
                                             broken out


                                                                                    . . . lower out of       . . . higher total
                        Increase CPM . . .                                              pocket per          revenue to media
                                                                                      advertiser . . .             provider
                                                        1,000 viewers

                                                                               $6     For Adv A
Digital
Addressable          $12/1,000 viewers                  500         500                                           $12
(example)                                                                      $6     For Adv B
                                                     Sell to Sell to
    Prepared by Greg Stuart                          Adv A   Adv B                                                       49
    greg@gregstuart.com
                                                      Confidential
how does „intent‟ affect pricing

                                                             Index to
                            CPM               Implied CTR
                                                            Exchanges
High Transactional
Value (e.g. CNET,
                            ~$100                  15.0%        15000
WebMD, private jet
websites)
Google Search               $95*                   12.2%        12000
Cars.com                   $30-40                  4.7%          4700
Forbes                       $25                   3.3%          3300
Branded News
                             $15                   2.0%          2000
(NYT)
Portals                     $2.80                  0.4%           400
Networks                    $1-2                   0.2%           200
Exchanges                 $0.10-1.50               0.1%           100

Prepared by Greg Stuart                                                 50
greg@gregstuart.com
                                    Confidential
ad spending trends-behaviorally-targeted




                            In millions

                                          Source: eMarketer

Prepared by Greg Stuart                           51
greg@gregstuart.com
                          Confidential
sources of data
          Web Visiting & Viewing                    Demographics
                                                    • Self-reported and validated
          •   All web site/page click stream
                                                    • Appended segments (e.g. Claritas, Acxiom)
          •   Content viewed
                                                    • Individual & household level
          •   Search engine queries
          •   Keyword used

                                                                      Marketing Stimuli
TV Viewing                                                            • Online ads
• Link to digital set                                                 • Referral links
  top TV data using
  name and address

                                                    Online Transactions
               Offline purchasing                   •   All secure session activity
               •   Linked using name and address    •   Purchases and subscriptions
               •   Client CRM databases             •   Price paid, shipping & handling, promotions
               •   Retailer loyalty card data       •   Applications/configurations
               •   IRI Scanner panel data


 Prepared by Greg Stuart                                                                    52
 greg@gregstuart.com
                                           Confidential
different data is available on platforms

                           Consumer Info                              Data Example                       Mobile   Internet    TV
                     GPS Location                       Store or street location (Main & 1st street)
Context




                     IP address                         127.159.456.37
                     Concurrent media use               Net & TV, Mobile & TV, etc
                     Content                            Mazda review
                     Daypart                            Lunch Breakfast or weekend shopping
                     Zip code                           11932
                     Calls placed (to who, frequency)   Calls to order lunch from deli daily
                     Family plans                       Family of five, etc
                     Usage patterns (when & where)      Uses phone in the car, Internet on the road
Interests - Intent




                     Type of handset or upgrade         Bought an iPhone early, Brand buyer, not price
                     # of e-mails/texts sent/received   Sends ~xx texts/day indicates age/engagement
                     Coupon activity                    Uses coupons for consumer package goods
                     Location patterns                  Goes to shopping, mall, or restaurant
                     Apps/downloads                     Downloaded ―mint‘ app
                     Purchases                          Bought TV from Best Buy.com
                     Shopping cart                      Considered TV from Amazon.com
                     Content viewing history            Frequent News viewer, Recent Auto Shopper
                     Ads seen/clicked on                Clicked on mortgage ad
                     YP.com searches                    Sought: ―‖Plumber in Portland:
                     Other searches                     Searched: for ―TV reviews‖, Used Cars, etc
 Identity




                     # of unique people called          Frequent callers are influencers
                     Device owned                       Android owner
                     Psychographic segment              ―Urban Dweller‖
                     Registration (address, etc.)       Name, address, etc



                     Prepared by Greg Stuart                                                                                 53
                     greg@gregstuart.com
                                                                         Confidential
the ability to drive incremental value from data
    and targeting depends on 4 key elements
               • Do the insights      • Can the data be
                 from data really       used in ways that
                 help advertisers       consumers are ok
                 meet key goals?        with?
               Value                  Privacy


               • What unique data     • Can the provider
                 is available for       process the data?
                 use?

               Uniqueness             Capability
Prepared by Greg Stuart                                     54
greg@gregstuart.com
                                Confidential
data helps advertisers better meet specific goals

 Category of Data         Why is it valuable?               Specific data types

                          Provides insight on the setting   • Contextual (what content are
                           in which a consumer views          they viewing)
       Context             an ad (e.g., while reading a     • Day Part (when)
                                                            • Geographic (where are they)
                           laptop review). Some think       • System (with what device)
                           context really matters.
                          Allows marketers to direct ads    • Actions (purchases, click/buy
      Behavior             to consumers based on              history, views)
   Interests-Intent        actual behavior (e.g., in the    • Preferences (affinities, interests,
                           market for a house)                intensions)


                          Allows identification of          • Demographic (who)
      Personal             demographic &                    • Psychographic (market segment)
       Identity            psychographic segments




Prepared by Greg Stuart                                                                    55
greg@gregstuart.com
                                      Confidential
“Project Canoe” has been formed to bolster MSO advertising
       revenue through set top box targeting


  What is Project                What is the              What is the
    Canoe?                       aspiration?               status?                 No single Telco / IPTV
                                                                                providers manages sufficient
                                                                                 scale of subs to effectively
• Consortium of six          • The cable              • David Verklin was       counter the breadth of Project
                                                                                        Canoe reach
  cable providers              companies currently      named CEO and
  (Charter, Cox, Time          capture just7% of        piloting has begun in
  Warner Cable,                total TV ad spend        select demographics
  Cablevision,                 but hope to increase   • Project has garnered
  Comcast & Bright             ad revenue by 3          $150M in initial
  House Networks) to           times to nearly $15B     funding from the
  deliver targeted,                                     consortium partners
  interactive ads to
  viewers (estimated
  60M set top boxes)
• The consortium will
  sell data to
  networks, who in
  turn will sell to
  advertisers




   Prepared by Greg Stuart                                                                              56
   greg@gregstuart.com
                                               Confidential
who get‟s the value from Data
Currently:
       • Marketers should get the value. Perceptually they do. Word on
         the street, in reality they are not right now.
       • Publishers ultimately should get the value. But they don‘t cause
         they can‘t sell that small inventory
       • Networks/Exchanges probably get most of the value. They have
         the scale and need the differentiation.
Future:
       • Ultimately, those that hold and process the data probably get the
         most value. If that data is unique and not acquirable elsewhere.
         Data turned in insights likely matters most.




Prepared by Greg Stuart                                                 57
greg@gregstuart.com
                                 Confidential
three screen discussion



Prepared by Greg Stuart
greg@gregstuart.com                       58
                          Confidential
it‟s supposed to be media planning; not medium
    planning
Three screen holds allure because:
   o Access to a consumer cross-media at their different access points via
     different messaging value is intriguing
   o Some companies (cable & Telco's) have multiple media/distribution
     platforms and want to use them to get more share from advertisers
Facts
   o Each consumer has different media habits
   o Cross media optimization can improve performance
   o Collection of data/insights is better in some channels than others and
     communication value is better in some channels than others (and priced
     differently)
   o There is a large internet ad spend, but not much spend or expertise in
     mobile and/or addressable TV
Reality
   o Unlikely that three screen will become a big deal anytime soon.
          o There is not enough expertise or spend in 2 of the 3 channels and there are few/no tools to
            manage/optimize or insure value in 3 screen approach.

Prepared by Greg Stuart                                                                              59
greg@gregstuart.com
                                             Confidential
significant time is spent on the various screens

Big growth in channels that consumers have more control
     over, such as TiVo, Net and Mobile and where
     addressability resides




Prepared by Greg Stuart                                   60
greg@gregstuart.com
                          Confidential
3 screen ad approach
    The value may be in the value exchanged. Internet for
      data, TV for communications impact and mobile for
      personal & proximity.




o   Data richness of data collection                                    o Richness of video
o   Contextual advertising                                              o Long form of TV Commercials
o   Richness of targeting available                                     o Production values of TV
o   Multiple forms



    Prepared by Greg Stuart
                                       o Personal nature of phone
                                               Confidential                                    61
    greg@gregstuart.com                o Individualism
                                       o Proximity to retail/location
who wants things to change & why
Television Industry                       Advertisers/Agencies
 o TV‘s ―virtue‖ is to sell lots of        o A/A are not oriented to small
   inventory at bulk ($10s of                buys either, or to know the
   millions)                                 value of targeted media
 o $70B category that‘s been               o They don‘t have the tools in
   doing ―just fine‖                         managing, or optimizing, or
 o Controlled by networks that               measuring to commit large
   are not digitally oriented                sums
 o The ‗pipes‘ might want to               o They aren‘t good at cross
   solve given the unique value              media now
   this brings them                        o They will likely apply test
         o Comcast and NBC deal              budgets cause they like to be
                                             viewed as ―first‖
      Only Nielsen is focused on addressing 3 screen with their A2/M2
            (Anywhere Anytime Media Measurement) Initiative
Prepared by Greg Stuart                                                  62
greg@gregstuart.com
                                   Confidential
what would need to happen to get TV to change?

Cable and TV would have to be willing to work together
       • Lack of standards & consistency is a big issue
       • Lack of geographic coverage is an issue
Ability to get cooperation or to go around them (force coop)
       • Potentially advertisers can drive the change
               • Exchange business commitment of $50 million by Chrysler
Super strong business case or desperation
       • Probably still not enough to create change
       • Upfront spending falls by significant amount, forcing change




Prepared by Greg Stuart                                                    63
greg@gregstuart.com
                                      Confidential
privacy principles



Prepared by Greg Stuart
greg@gregstuart.com                      64
                          Confidential
privacy summary
Consumer control is everything in privacy
But that is not a proven science yet
       o Focus needs to be on value, trust & control
Various approaches being developed.
       o Unclear if self regulation is enough
Government might intervene - soon



Prepared by Greg Stuart                                65
greg@gregstuart.com
                          Confidential
effective privacy policy must satisfy 4 elements

          Value           Consumer permits implicit or explicitly data use in
                          exchange for a personal benefit – more relevance
                          or convenience – and some clear value

                          Consumer trusts the Brand to use permitted data
          Trust
                          only within agreed-upon limits.

                          Identity kept anonymous or confidential and
          Anonymity
                          assurances and proof of such

                          Opt-out (partially or wholly) at will must be
          Control
                          employed



Prepared by Greg Stuart                                                         66
greg@gregstuart.com
                                     Confidential
EXISTING SUBS                                                                                                                               NEW SUBS




                                                                                                                                         OPT-IN
            Written or mailed consent, sent to ATT                                                                                                     Written or mailed consent sent to ATT

                                                                     Sign-up on xxxx.com
                                                                 website (un-checked box)
                                                                                                                                                   Permission on service order. Checkbox on
                                                                                                                                                   service form.

                Ad-campaign about opt-in
                                                                                                                                                    All-in when subscribing to service.




                   greg@gregstuart.com
                                                                                                                                                    Permission granted on website.




                   Prepared by Greg Stuart
                                                                                                                                                    All-in when subscribing to service.
                                                                                                                                                    Recorded on phone.

                                                                                                                                                          Part of Service/Account Activation
                                                                                                                                                          process. (unchecked checkbox)
                    Download software/toolbar.
                    Agree to TOS.                                                                                                                                                  Download software/toolbar.
                                                                   Pop-up box to opt-in and                                                                                        Agree to TOS.
                                                                   TOS agreement change


         Ad-campaign about opt-out                                                                                                                                                    Ad-campaign about opt-out


                                                                                       Email notice for opt-out                                                                   Opt-out when subscribing.
                                                                                          (with checked box)                                                                      (Deselect checkbox)

                                                                  Mailer with TOS change




                            1. Notice within
                                               Mailer Options:
                                                                               Pop-up TOS change and




2. Sent to website
                         Confidential bill
                                                                                        opt-out button




3. Separate insert w/ bill
                                                                                                                                                                                                                              privacy is not an exact science – range of options




                                                                                                                                                                                         Agree to TOS – highlighted in
      Email notice of change in TOS -                                                                                                                                                    application documents
        explicit (with unchecked box)

          NAI notification                                                                                                                                                                                 NAI notification



                                                                 Explicit opt-out on xxxx.com                                                                            Explicit opt-out on xxxx.com



                                                                 In TOS, no explicit notification                                                                        Buried in TOS agreement
                                                                                                                                                                                                                                                         that this can be done




                                                                                           No opt-out option                                                             No opt-out option
                                                                                                                       Low feasibility




                                                                    High feasibility
                                                                                                                                                       Low feasibility
                                                                                                                                                                                                         High feasibility




                                                                                                Moderate feasibility




                             67
                                                                                                                                                                                  Moderate feasibility
                                                                                                                                                                                                                                                         = Height of bar assesses feasibility




                    EXISTING SUBS                                                                                                                         NEW SUBS
                                                                                                                                         OPT-OUT
novel approach-Blue Kai registry

Blue Kai gives the consumer access to what
  they know about them and the opportunity
  to opt out or modify that profile




Prepared by Greg Stuart                  68
greg@gregstuart.com
                          Confidential
privacy experts
Jules Polonetsky (WA DC)
       o Future of Privacy Forum
Alan Chapell (NYC)
       o Chapell & Associates
J. Trevor Hughes (VT)
       o IAPP-International Association of Privacy
         Professionals



Prepared by Greg Stuart                              69
greg@gregstuart.com
                          Confidential
final thoughts



Prepared by Greg Stuart
greg@gregstuart.com                      70
                          Confidential
case study context: Google revolutionized on-line advertising by
  solving the two-sided value proposition equation
                              Online ad                               Online search,
                           landscape, 1999                                2003+
                    • Complex user experience, often             • Elegant user interface, limited clutter,
                      cluttered user interface                     integrated into browser toolbar
Consumers
                    • Intrusive ad formats (pop-up ads,          • Increased focus on contextual ads,
                      banners) and direct marketing                relevant to end-users
                      campaigns (spam e-mail)

                    • Limited search capabilities (site lists,   • Better algorithm – gateway to the web
                      poor search engines)


                    • CPM-based advertising                      • Pay-per-click pricing

                    • Unclear ROI, limited campaign              • Best-in-class measurement for
Advertisers           results for advertisers                      advertisers

                    • Limited targeting                          • Highly focused based on customer
                                                                   browsing / search behavior

                    • Clutter                                    • Simplicity, site guidelines

 Prepared by Greg Stuart                                                                                      71
 greg@gregstuart.com
                                                   Confidential
Thank You
More questions?

Greg Stuart
greg@gregstuart.com
+1 631 702 0682




Prepared by Greg Stuart                  72
greg@gregstuart.com
                          Confidential
appendix
                          Author‘s (Greg Stuart) Bio
                             Terms & Definitions
                          Advertising Spend review



Prepared by Greg Stuart
greg@gregstuart.com                                    73
                                  Confidential
greg stuart bio
Greg Stuart is a recognized leader in digital media & advertising and was selected by Ad Age as one of ―10 Who Made Their
   Mark‖ in 2006.
He is the former CEO of the Interactive Advertising Bureau (IAB), the trade group for the interactive advertising & marketing
   industry. He grew the IAB‘s revenues with a CAGR of 37% (overall +500%) while leading the industry from $6 billion to $17
   billion in ad spending. The IAB customers included AOL, CNET, Google, Disney, NBD, Yahoo! & 400 others.
Greg has more than two decades of hands-on operating experience as a proven business builder in the Digital Media and
   Technology arenas since 1993. He has extensive experience as CEO/Director/senior executive roles with Y&R, Sony Online
   Ventures, Cars.com, Flycast Ad Network and venture-backed DeltaClick.
In the last two years he has served as Advisor, Director and angel investor to venture-backed companies with a resulting $750
   million in exits, each at least at a 10x multiple. He‘s also worked with AT&T, Alcatel Lucent & Meredith in redefining their digital
   media opportunities for the future.
Ad Age identified his book, ―What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds,‖ as the ―Number
   one of 10 books you should have read‖.
Aside from his industry leading status in advertising and digital media, his operating expertise is in leading cross-functional teams
   in product development, go-to-market strategy, company positioning, business development/deal making, marketing, and
   scalable revenue generation with a record of success in both rapid growth businesses and turnarounds.
He currently serves on the Board of Zimbio, a next generation webzine with nearly 20 million uniques and backed by Menlo
   Ventures and August Capital. He had served on the Board of Rapt (Accel backed), Inc. in SF, sold to Microsoft; and Board of
   Allyes (Oak backed) in China, sold to Focus Media. Greg has also served on the Advisory Boards of a dozen venture-backed
   companies in Search, Mobile, Video, Research, & Social Media backed by Intel, Greylock, Sierra, Conway, TimeWarner,
   USVP, Union Square, Oak VC, DFJ, Canaan, Spark, Intel, First Round Capital and others.
He is a member of the National Speakers Association and speaks around the world on the failings, and thus opportunities, of
   advertising - Istanbul, Israel, Germany, Mexico City, Jakarta, Sao Paulo, Switzerland, Zurich, Shanghai, Sydney, Barcelona,
   Monaco, Tokyo and others.
Greg has a BA in Economics from the University of Washington and completed Wharton‘s intensive Advanced Management
   Program in 2008. He lives happily outside of New York City in Bridgehampton, NY with his wife Pamela, twin daughters and
   son.
http://www.linkedin.com/in/gregstuart



Prepared by Greg Stuart                                                                                                            74
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                                                         Confidential
Glossary
     Term                                                       Description
 CPM               "cost per thousand" ad impressions. the price that is charged to advertisers by ―publishers‖ for 1000 ad
                   impressions
 RPM               ―Revenue per thousand" ad impressions. the revenue that is generated for 1000 ad impressions

 Impression        Web: a measure of how many times an advertisement is displayed.
                   Mobile: each individual ad unit viewed on a mobile publisher's deck (web site).
                   TV: how many times ad is played
 Inventory         the total number of impressions that a Web site has available for sale over a given period of time (usually,
                   inventory is figured by the month).
 Upfront           Annual sale of network ad inventory, typically at a slight discount to scatter prices, and guaranteeing
                   placement in specific show time and position in pod

 Scatter           Day-to-day market for network ad inventory. Majority of sales occur between 3 and 9 months prior to
                   airtime, and on similar terms to upfront
 Remnant           Day-to-day market for ad inventory not sold in upfront or scatter markets. Typically discounted 30-70% on
                   scatter market rates on a preemptible basis and without specific airing time

 Ad Currency       Nielsen Rating Points


 Unique Visitor    Someone with a unique address who is entering a Web site for the first time that day (or some other
                   specified period).
 Cost-Per-         what an advertiser pays for each visitor that takes some specifically defined action in response to an ad
 Action (CPA)
 Cost-Per-Click the cost or cost-equivalent paid to a publisher per click-through. The amount paid by the advertiser each
 (CPC)
    Prepared by Greg time a user clicks on his/her ad.
                     Stuart
                                                        Confidential                                                         75
    greg@gregstuart.com
cost per X detailed definitions
CPM (cost per thousand impressions) has been popular since the start of online advertising. CPM remains one of the most popular cost metrics
  used, though these days it‘s rarely the only metric employed for a campaign. It allows simple comparisons between campaigns and future
  opportunities (many publishers use this on their public rate cards).9 For example, even if marketers pay for a campaign on a cost-per-click basis, they
  can get reporting on total impressions and simply divide their total spend by impressions and multiply by 1,000, thereby generating a similar metric
  across differing campaigns. Nonmarketers such as CEOs or CTOs can often more easily relate to this type of measure than to online-specific metrics,
  such as time spent interacting with an ad, that are less directly related to costs.
CPC is a very popular metric for marketers trying to drive direct action from an advert. More than 65% of database marketers in a recent Forrester
  survey say they use response rates as a key metric.10 However, it can also lead to advertisers paying for many clicks that are not from the target
  audience, such as clicks by mistake or invalid clicks from Web crawlers, and even expose them to click fraud. As a marketer, using your own ad
  serving tool for measuring clicks (and visitors) can help establish a standard measure, rather than trying to compare metrics from a variety of tools for
  each campaign.
CPV (cost per visitor) gives insight to Web site owners. CPV is where advertisers pay publishers based on how many viewers of display ads then
  actually visit the advertiser‘s Web site. These metrics are most useful for advertisers aiming at driving further interaction from consumers, rather than
  general brand awareness or attitude, and of course take no account of what the visitors do when they get to the Web site; they could, for example,
  leave immediately once they arrive on the landing page. Some marketers now impose stricter rules on what counts as a ―visit‖ (which is sometimes
  still called a ―click‖), such as ―visitors spend at least 3 seconds on the landing page,‖ to get over some of these problems.
CPA (cost per acquisition/conversion) gives a metric comparable across channels. CPA metrics allow marketers to measure success based on
  customers acquired through a campaign. Of course, ―acquired‖ may have different meanings for different marketers: For a retailer it may simply mean
  a site visitor or someone who puts goods in the shop‘s online basket or perhaps only those who actually buy. For brand marketers, it may be
  measuring those who click through to a certain area on a Web site, those who sign up for an email newsletter, or those who take some other type of
  direct response activity via the ad landing page like asking for more information on debt management, for example. Google has heavily promoted this
  as a metric, with CPA management tools included in its AdWords product and within the affiliate network (previously known as DoubleClick Performics
  Affiliate). Introducing some type of ―quality‖ measurement within the definition of acquisition — so, for example, only counting those email subscribers
  who remain subscribers for three months — helps marketers assess success on a more valuable scale than simply volume.
CPE (cost per engagement) is emerging as a metric. CPE is a newer ad model whereby advertising is offered free, with advertisers paying only when
  viewers actually engage with the ad itself (thus differing from CPA, which looks at consumer activity post exposure). ―Engagement‖ can be defined in a
  number of ways, such as completing a survey within the ad, entering a competition, or watching a certain amount of video. Online video ad provider
  VideoEgg pioneered this payment system in 2008.11 This method is seen to push back more responsibility for ad performance onto the ad creative
  than other methods such as CPC, which were thought to place the bulk of the burden of performance onto the publisher. It is also a way of measuring
  interaction with newer types of creative — such as video ads or ads with product comparison tools within them — that may drive significant interaction
  but not actually click-throughs. However, as ―engagement‖ means something different for every marketer, such metrics are not comparable across
  campaigns even for the same marketer, limiting their value.




    Prepared by Greg Stuart                                                                                                                       76
    greg@gregstuart.com
                                                                  Confidential
verbiage on digital ad metrics
View-based metrics simply look to track exposure. These measures, such as number of
impressions or unique viewers, generally appeal more to advertisers with a branding goal, as
they mirror the basic offline measures for brand exposure of readership in print or viewers
on TV. Even the smallest of advertisers can track this with free analytics packages such as
Google Analytics. However, these metrics reveal very little about the impact of advertising
on consumers, and with almost two-thirds of marketers using these as a metric, it‘s hardly
surprising that half of interactive marketers say extracting ROI is their biggest challenge with
display advertising, and 60% of marketers say that they struggle to build the case for interactive
marketing in their organizations.
Performance-based metrics aim to expose true interactions. Metrics such as number of
click-throughs or video views give an indication of how many consumers actually took some
action upon seeing an ad and appeal to advertisers looking to drive direct action, though are
unlikely to be very insightful for marketers with a branding goal or to indicate real ROI. One of
the reasons for the prevalence of both of these types of basic metrics, despite their lack of real
insight, is the relative ease of benchmarking across your own campaigns and with the industry
as a whole; DoubleClick, for example, supplies some ad click-through rates.
Cost-Based Metrics Generate More Insight
Evaluating display ad campaigns on a cost basis allows marketers to track the efficiency of the
channel and begin some simple comparisons, such as comparing banner ads and search on their
―cost per click‖ (CPC) or even television and banners on ―cost per unique viewer.‖



Prepared by Greg Stuart                                                                              77
greg@gregstuart.com
                                            Confidential
ad spending review



Prepared by Greg Stuart
greg@gregstuart.com                      78
                          Confidential
ad spending by channel summary
                                                             Media Channels
~$300 billion dollar industry (U.S.)                         Television:
 60/40 national / local                                      o Broadcast TV
                                                             o Cable TV
 50/50 brand / direct marketing                              o Spot TV
                                                             o Interactive TV
Online is ~$25 billion, mobile is <$1B                       Internet:
 Online display/brand is only 1/4                            o Search
                                                             o Display
Growth opportunities online:                                 o Digital Video
                                                             o Games
       1.      Online video is up & growing (+115% in ‗09)   Magazines
       2.      Behavior/Audience targeting still growing     Business Press
       3.      Performance & ROI rules                       Newspaper
                                                             Radio
       4.      Local online will grow, eventually            Out of Home
                                                             Digital OOH
                                                             Direct Mail
Net, Digital is growth medium                                Yellow Pages
                                                             Mobile
 Others declining; & will continue to fall

Prepared by Greg Stuart                                                         79
greg@gregstuart.com
                                      Confidential
Digital Advertising Ecosystem 2010
Digital Advertising Ecosystem 2010
Digital Advertising Ecosystem 2010
Digital Advertising Ecosystem 2010
Digital Advertising Ecosystem 2010
Digital Advertising Ecosystem 2010
Digital Advertising Ecosystem 2010
Digital Advertising Ecosystem 2010
Digital Advertising Ecosystem 2010
Digital Advertising Ecosystem 2010
Digital Advertising Ecosystem 2010

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Digital Advertising Ecosystem 2010

  • 1. review of the digital advertising ecosystem by greg stuart www.gregstuart.com january 6th, 2010 Prepared by Greg Stuart greg@gregstuart.com 1 Confidential
  • 2. purpose & agenda Purpose: Provide background for a discussion on the ever changing Advertising Ecosystem. Topics as follows: 1. Marketers‘ Metrics discussion 2. Digital Media Ecosystem review 3. Data & Targeting discussion 4. Three Screen discussion 5. Privacy principles Author‘s Background: Greg Stuart Decade as NYC Ad Agency Media Strategist 6. Appendix Decade+ as Sr Exec in Digital Media CMO, VP Biz Dev, Ad Sales, CEO o Terms & difinitions Digital Media since 1993 (iTV & Web) o Advertising Spending review CEO of IAB – Interactive Advertising Bureau Co-Author What Sticks Advisor to VC‘s & 15+ Net/Mobile Businesses Consultant to Alcatel, AT&T, etc (see appendix) Prepared by Greg Stuart 2 greg@gregstuart.com Confidential
  • 3. main themes 1. Change is everywhere & constant 2. Advertising has never been so complicated…and yet so ill prepared for the future (tech, data, automation) 3. Exchanges are likely to tremendously transform the digital advertising & media world 4. Data is the talk of the digital town; but the value of data is still quite unclear 5. Marketer‘s metrics were indeterminate before and will be murky for awhile 6. Privacy at a regulatory level is anyone‘s call at this point (but can be managed) Prepared by Greg Stuart 3 greg@gregstuart.com Confidential
  • 4. confused?...not surprised Prepared by Greg Stuart 4 greg@gregstuart.com Confidential
  • 5. internet is a still evolving as a medium „New to Net‟ Commun- Services Retail Contributor User ications • First activities • Email • Online • CDs/Books • Blogs • ISP & ease • IM banking • Complex • Comments & • Info. search • Photo sharing • Simple Travel travel posting • LOTS of time • Early social guys • eBay Motors • Customer surfing networks • Auto info • Groceries reviews • Ratings Web 1.0 Web 2.0 Web 3.0 Source: Nielsen/NetRatings Prepared by Greg Stuart 5 greg@gregstuart.com Confidential
  • 6. all media under assault – from consumers o Lot‘s of multitasking + DVR‘s promote ad skipping television o The net result is that each ad is less effective as consumers mentally and physically tune them out How often do you surf the internet at the same time Do you use your Tivo or DVR to skip as watching TV? television ads? Skip Some sds 36% Seldom 16% Never 26% Watch Sometimes Most Ads 26% 6% Never Skip Ads 6% Always 17% Skips All Ads 52% Usually 15% Prepared by Greg Stuart 6 greg@gregstuart.com Confidential
  • 7. digital advertising more complex than ever and the options more diverse Outbound IM communication iPhone apps Email SMS/MMS Streaming Display marketing marketing Podcasting Online Microsite advertising development Website Development Influentials Viral INTERACTIVE AD Seeding CHANNEL Online WOM Blogs Branded entertainment Microblogging Search App CRM Video - YouTube engine mktg Development RSS application SEO Widgets Prepared by Greg Stuart 7 greg@gregstuart.com Confidential
  • 8. …and yet ads, ads, ads - everywhere Estimated 4,500,000,000,000 (4.5 trillion) online ads served annually = 2,000 ads per person per month Prepared by Greg Stuart 8 greg@gregstuart.com Confidential
  • 9. marketers‟ metrics discussion Prepared by Greg Stuart greg@gregstuart.com 9 Confidential
  • 10. metrics summary Online is often more cost effective than other media. Have seen 10x in cost per value versus TV. • In part because TV is SO overspent Internet is not a single medium (it‘s really a platform of mediums) Click has been everything. But it is the bain of the internet medium. Soon to mean nothing (or at least little) Only 8% of consumers click regularly (only 16% ever click) Publishers like CPM, as it‘s easy to measure, control, etc. Marketers metrics are CPA, CPL, CPT, engagement, etc. - Confused yet? Should be! Prepared by Greg Stuart 10 greg@gregstuart.com Confidential
  • 11. 35% of marketers use clicks; but click is such a small percent of activity Source: DoubleClick DART for Advertisers: 2008 Prepared by Greg Stuart 11 greg@gregstuart.com Confidential
  • 12. however; there is a MASSIVE decline in display- ad click through rates In 2008, comScore measured click rates as less than 0.1% Sources: DoubleClick, eMarketer, Eyeblaster, ABI Research estimates Prepared by Greg Stuart 12 greg@gregstuart.com Confidential
  • 13. and virtually no one clicks anymore There are Fewer Clickers and Fewer Heavy Clickers o There are fewer heavy clickers today: down from 6% to 4% of Internet users o Only 8% of all Internet users account for 85% of all clicks Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods Prepared by Greg Stuart 13 greg@gregstuart.com Confidential
  • 14. but there is no question online ads work Advertiser Site Visitation Among US Internet Online Advertising‟s Effect on Brand Metrics Users Exposed to Online Display Ads, 2008 in the US, Q4 2008* (% of Resp impacted) 7.0% 65.0% 70.0% Control Test Lift 6.6% 6.0% 53.8% 60.0% (Δ 2.4) 5.8% 5.0% 50.0% 49.1% 45.7% 4.8% 4.5% 4.0% 40.0% 3.9% (Δ 1.6) 3.5% (Δ 1.3) 3.0% 30.0% 3.1% (Δ 4.9) 2.0% 20.0% 2.1% (Δ 2.6) 1.0% 10.0% 0.0% 0.0% Week following Weeks Weeks Weeks 1st ad exposure 1-2 after 1st 1-3 after 1st 1-4 after 1st exposure exposure exposure Note: home, work and university locations Note: n=2,380 campaigns and 3,889,602 respondents; Source: comScore Brand Metrix, “How Online Advertising *includes three years through Q4 2008; **delta (Δ ) defined Works: Whither the Click,” December 5, 2008 as point difference in exposed vs. control groups Source: Dynamic Logic provided to eMarketer, April 27, Prepared by Greg Stuart 2009 Confidential 14 greg@gregstuart.com
  • 15. publishers may have better effectiveness Ads on content sites have greatest impact o Ads on content sites raise Awareness, Message Association, Brand Favorability and Purchase Intent more than Portals and Networks o Ad Networks provide advertisers with the smallest change — including no change in Purchase Intent (i.e., 0.2 delta is statistically insignificant) Ad Effectiveness Deltas by Site Category Aided Brand Online Ad Message Brand Purchase Awareness Awareness Association Favorability Intent OPA BCD 3.2 5.7 3.4 2.4 1.8 MarketNorms 2.3 4.7 2.5 1.5 1.2 Portals 2.5 4.7 2.1 1.3 1.1 Ad Networks 1.2 3.8 2.0 0.6 0.2 Notes: Ad effectiveness deltas in red are statistically insignificant (i.e., there is no change) A/B/C/D indicate statistically significant difference between deltas at .90 CL Source: Dynamic Logic’s MarketNorms campaigns over last 3 years through Q1 2009 OPA N=1,540 campaigns; MN = 2,255; Portals = 1,224; Ad Networks = 399 Prepared by Greg Stuart 15 greg@gregstuart.com Confidential
  • 16. But ad networks provide lots of brand lift also Ad Network Sites Publisher Sites Control Exposed Impact Control Exposed Impact Unaided Message Recall: XXXX 0% 13% +12.9 15% 16% +1.3 Message Association: XXXX 3% 8% +4.9 7% 7% +0.9 Message Association: XXXX 4% 8% +4.1 9% 9% 0.0 Online advertising recall 21% 31% +9.7 34% 39% +4.7 Purchase Intent 42% 53% +10.8 39% 45% +5.8 Recommendation Intent 8% 21% +13.6 13% 15% +1.4 Actions Taken Consider purchase 12% 24% +11.4 15% 15% +0.3 Download free trial 10% 20% +9.9 11% 12% +0.9 Visit website 11% 25% +14.2 19% 21% +2.0 Gather more info 15% 22% +7.1 17% 19% +1.7 T2 Box: Overall Opinion of Brand 48% 56% +7.8 43% 50% +6.9 Brand Opinions (Top Box) Is high quality 26% 29% +2.7 19% 24% +4.9 Always up-to-date 24% 29% +4.2 22% 25% +3.1 Is best in the category 16% 18% +2.3 10% 14% +3.9 Has improved their product 15% 17% +1.6 8% 11% +3.4 Prepared by Greg Stuart 16 greg@gregstuart.com Confidential Sig @ 90%
  • 17. best campaigns for sure work on ad networks Best / Worst Performers on Ad Networks Market Norns Avg Top 20% Ad Networks Avg Ad Networks 16.00% 14.00% 12.00% Percent Impacted 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% Aided Brand Online Ad Messsage Brand Purchase Awareness Awareness Allocation Favorability Intent Prepared by Greg Stuart 17 greg@gregstuart.com Confidential Source: Dynamic Logic Market Norms database
  • 18. online is best able to measure but the hardest to measure More than half of interactive marketers — 51% — interviewed by Forrester say that measuring ROI is their key challenge with display ads… …with 38% saying developing good creative is a problem Prepared by Greg Stuart 18 greg@gregstuart.com Confidential
  • 19. metrics simplified – there 3 elements Promote + Found o Media Questions a marketer should be o Search (natural & paid) able to answer: o PR o How many visitors, leads and o Social Media + Blogging customers am I getting? o What is driving those visitors, leads and customers? Convert o What are my best and worst o Landing page optimization sources of leads and sales? o Lead tracking o Lead management How can I grow sales? Analysis How can I lower marketing o Marketing Analytics costs? o Lead Scoring Prepared by Greg Stuart 19 greg@gregstuart.com Confidential
  • 20. different marketers have different needs Advertiser Orientation Direct Response Brand Marketers Call to Action Marketers Marketers Goal is to increase brand awareness, Spending to accomplish a near- Advertisers primarily focused imagery, and purchase intent term action (traffic, order, etc) on capturing the immediate Mixes brand spend, but with a action, order, etc mechanism to drive action too National 64.0 76.4 8.9 Brand 1.3 3.3 9.1 Customer base Local affiliate of a national Revenue, 2007 $ billions chain 30.2 advertiser 1.3 CAGR, 2003-07 Local percent “mom & pop” 53.2 Retailers 1.3 Prepared by Greg Stuart 20 greg@gregstuart.com Confidential
  • 21. metrics for measuring success Most important metrics for measuring online marketing campaign success according to US* Senior-Level Marketing Executives by budget size, Feb-Mar 2009 (% of respondents) $1 million All resp. + (n=49) (n=112) Conversions or sales 82% 70% Registrations/Subscriptions via organization‘s Website 55% 52% Click-throughs 51% 49% Unique views to Website or page where ad or content was placed 51% 37% Boost in search rank 39% 34% Downloads of data or information 33% 37% Change in target audience awareness/perception of brand 31% 25% Customer feedback on Website 16% 26% Number of target audience members reached 14% 13% Streams of video or audio content 8% 6% Other 6% 3% Note: 8respondents were primarily based in the US Source: Forbes, “2009 Ad Effectiveness Survey,” June 1, 2009 Prepared by Greg Stuart 21 greg@gregstuart.com Confidential
  • 22. advertising metrics - relationships Measurement CPM CPC CPA CPI RPT LR Metric Customer & Profit Potential Cost Per Cost per Cost per Cost per Revenue per Lifetime Customer by Thousand Click Acquisition Inquiry Transaction Revenue = Source Guesstimated Relationship $ 1.00 $ 0.25 $ 0.75 $ 0.95 $ 1.50 $ 4.25 = $ 3.30 Allowable: $ 1.65 Allowable = What would company pay to acquire customers Prepared by Greg Stuart 22 greg@gregstuart.com Confidential
  • 23. Impressions Clicks Conversions Revenue Unique Impressions greg@gregstuart.com Unique Clicks Prepared by Greg Stuart Unique Conversions Click through rate Click to conversion rate Impression to conversion rate Ad Exposure Time View Through Ad Interaction Rate Interaction Time Ad Component Interactions Video Play Rate Average Video View Time Video Completions Replay Rate Reach Confidential Frequency Frequency vs. Response Frequency vs. Conversion Time Lag to Conversion Ad Delivery Rate Attrition Rate Lead Generation Revenue per Sale Revenue per User Revenue per Impression There are a number of possible metrics or points of Revenue per Click Revenue per Visit Repeat Purchase Rate Lifetime Revenue expanded list of possible metrics measurement for marketers in digital media, 30 or more. 23
  • 24. alt: msn‟s engagement measurement msn has popularized and development tech to support ―engagement measurement‖. It recognizes that other advertising, might have played a role (delivered value) to the final click. Prepared by Greg Stuart 24 greg@gregstuart.com Confidential
  • 25. alt: cross media analysis Like MSN‘s engagement mapping, some work has been done to isolate a medium‘s value, and in combination. Research behind What Stick‘s found that Internet was most Cost Effective Medium in 75% of campaigns Optimized media plans delivered +30% lift in media Prepared by Greg Stuart 25 greg@gregstuart.com Confidential
  • 26. is there a blurring of search & display? Traditionally: o Search=performance (clicks, action, etc) o Relevance, technology, ease o Display=branding (attitude change) o Graphical, context, rich media However, their objectives can be blurred: o Search been proven to provide brand value o Display can provide performance But they are different: o Ease of text – alteration, speed, pervasive o Technology and scale o Commensurate advertiser base (really important) Prepared by Greg Stuart 26 greg@gregstuart.com Confidential
  • 27. final thoughts on metrics Clicks have ruled (counterproductively so) Alternatives: Analytics systems permit reaching deeper o View thru (30 days post the activity) o Brand or performance later in process Better tools coming: Factor TG, Market Share Partners But as a result of it‘s inherent advantages, digital media wins (ROI, immediacy, integration, optimization, more) o Mobile is just not ready, but is heading in the right direction. o iTV is likely a long ways off. Prepared by Greg Stuart 27 greg@gregstuart.com Confidential
  • 28. digital media ecosystem review peeling the layers of an increasingly complicated ad ecosystem in the increasingly digital-networked advertising industry Prepared by Greg Stuart greg@gregstuart.com 28 Confidential
  • 29. summary ad ecosystem More disruption than ever & at nearly every level & category - publishers, local, agencies, media... Exchanges potentially change everything Critical to Exchanges is application of data What could happen: o Shift away from networks to exchanges o Exchanges follow Direct Mail & Search going direct to Advertiser o Agency media department becomes less important Prepared by Greg Stuart 29 greg@gregstuart.com Confidential
  • 30. the times, they are a-changin‟ bob dylan Traditional definitions range from the broad to the specific… “Intermediaries that enable advertisers to …But the landscape is evolving as new types reach audiences across the web, and allow of players emerge publishers to better monetize inventory.” CIBC analyst report Ad Exchanges eliminate the typical ―broker‖ role by linking publishers directly with advertisers via a managed transaction “Aggregates advertising inventory from a platform (e.g., Right Media) number of websites and sells this inventory to advertisers or agencies.” Rep firms market inventory from select publishers to advertisers, functioning more Piper Jaffray Investment Research as an outsourced sales force than a reseller (e.g., Glam) “Brokers of online inventory. Ad networks will buy inventory from a publisher, then resell to Specialist providers of sophisticated value- an advertiser, pocketing the spread” add services such as targeting and ad- serving (e.g., Revenue Science) serve both CIBC analyst report publishers and advertisers without brokering any inventory “Appliers of sophisticated targeting analytics to serve advertising for third parties” CIBC analyst report Prepared by Greg Stuart 30 greg@gregstuart.com Confidential
  • 31. the digital value chain Advertisers Agencies Inventory Programmer/ Distribution Measurement (creative/strategy) Influencers publishers platforms Prepared by Greg Stuart 31 greg@gregstuart.com Confidential
  • 32. expansion of the value chain Advertisers Agencies Inventory Programmer/ Distribution Measurement (creative/strategy) Influencers publishers platforms Ad- Agencies Agency Data Exchanges Networks Pub. Prog./ vertisers Support/ Clearing- Support Publishers Buyers houses Prepared by Greg Stuart 32 greg@gregstuart.com Confidential
  • 33. players in expanded value chain Ad- Pub. Prog./ Agencies Agency Data Exchanges Networks vertisers Support Publishers Support/ Clearing- Buyers houses • SEM • Technology • Digital media platforms that buying agency enable the • Yield optimization • Single-source bid- companies that buying and management tool enable publishers to selling across • Automated system that maximize the value multiple ad • Ecommerce manages and optimizes of their inventory networks and site on bidwords for advertisers across multiple ad publishers real AdWords based on conversion rates networks and time • Local • Algorithm-based platforms exchanges real time storefront in that maximize ROI on ad Yellow Pages network and exchange • Major brand inventory buys on behalf of brands • Search engine advertiser aggregators focused on • Centralized ad selling specific demographic • Not directly involved in the buying and entity that sells • Search engine selling of advertising, but either facilitate typically remnant ad • Website the transfer of data between parties in inventory across owner and the value chain, or aggregate data from multiple websites, operator several parties and make it available to either blindly or Prepared byby Greg Stuart players in the value chain Confidential Greg Stuart transparently 33 Prepared greg@gregstuart.com Confidential greg@gregstuart.com
  • 34. representative players in value chain Search Intent Driven Media Advertiser Agency Agency Support / Buyer Ad Networks Publisher/ Content Advertisers Agencies Inventory Programmer/ Distribution Measurement (creative/strategy) Aggregators publishers platforms Broad Scale Media Prepared by Greg Stuart 34 greg@gregstuart.com Advertiser Agency Agency Support / Confidential Data Exchanges Ad Networks Publisher Publisher/ Buyer Clearinghouses Support Content
  • 35. all the details – source gridley & co. Prepared by Greg Stuart 35 greg@gregstuart.com Confidential
  • 36. exchanges-likely biggest change ever Prepared by Greg Stuart 36 greg@gregstuart.com Confidential
  • 37. exchanges - new kids on the block Question Answer Publishers provide a slice of their inventory to exchanges so that What do Exchanges permit? advertisers can select just the inventory they want, sometimes calculating value from upwards of 50 data elements What makes them so interesting Real Time Bidding technologies that can both cherry pick inventory to the industry and provide immediate feedback In addition to RTB, the integration of data and access to data on that What make exchanges work? user or individual impression No straightforward answer to this question, because exchange What are typical exchange inventory falls into buckets. That said, most inventory is acquired for CPMs? $0.10 – $2.00 CPM Exchanges typically receive (only) 5% to 10% of revenue on What are typical exchange impressions they serve. (Networks, the current middle man, are 25% margins? to 50%). Too early to tell but likely will scale; it takes very little to run an exchange How much exchange inventory Hard to quantify, but generally reported to be tens of billions is available? Prepared by Greg Stuart 37 greg@gregstuart.com Confidential
  • 38. how exchanges use data Advertisers are able to sort through dozens of impression attributes (and cherry-pick billions of impressions) to choose impressions to buy. Data are used to select and optimize exchange impression attributes and bring high value than just context or time of day There appear to be two current data pricing models: o Cost per Cookie by BlueKai with is a simple auction model: Cookies with series of data about users are auctioned for around $2-3 per thousand and buying can buy that cookie for as long as cookie lives. o Percent of Spend by eXcelate / % of value model: The data provider receives a percentage of the media value (currently 20%) Other Internet data players: o Next Action (SKU level data) o Acerno (eCommerce data owned by Akamai) o Revenue Science (BT) o Media6º (Social Media – Birds of a Feather) o Lotame (Social Media) Prepared by Greg Stuart 38 greg@gregstuart.com Confidential
  • 39. will there be a network shakeout? Yes, Likely. Supposedly 300+ networks. Some are generating ~$100 million in revenue. They do the work that agencies are too lazy, or economically unable, to do Key elements: Tech, Marketing/Positionings, Ad Sales (Relationships), Publishers (Content) Exchanges make the publisher segment unnecessary. Tech is critical. Positioning is really necessary for a network to survive. Possible positionings: Brand, Optimization, Category/sector, Metric, etc Prepared by Greg Stuart 39 greg@gregstuart.com Confidential
  • 40. economics' of the ecosystem $1.5M-$3M per Sales Person Ad Serving (DART, Atlas) Ad Serving (DART, Atlas) CPM $1-5 2.00 CPM $0.10 CPM $0.50- $1.00 $0.01 5¢- 5¢-50*¢ 7¢- * Short term 5¢-10¢ 25¢-50¢ 12¢ arbitrage gain 15¢ Confidential 40 Prepared by Greg Stuart greg@gregstuart.com
  • 41. underpinning data & targeting are cookies Cookies, or the tracking of users from one session to the next and one site to another, is critical to using data & targeting. Cookie deletion by users is rampant. Upwards of nearly 50% of users delete cookies a month. Private study conducted amongst trusted sites showed a real variation in deletion rates. Current industry thinking is that cookies are at great risk due to regulatory Prepared by Greg Stuart 41 greg@gregstuart.com Confidential
  • 42. overall, 36% users delete cookies monthly “Multi-user computer” Rejecters 16% Selective 20% “Periodic” Users “Bipolar” Acceptors 64% This data is proprietary & confidential – do not forward. Prepared by Greg Stuart 42 greg@gregstuart.com Confidential
  • 43. …and some sites saw nearly 50% cookie deletion Cross Site User Breakdown 100% 18% 20% 17% 13% 13% 14% 90% 20% 80% 17% 13% 18% 19% 14% 26% Percentage of Users 70% 29% 60% 50% 74% 40% 63% 66% 69% 68% 30% 57% 51% 20% 10% Rejectors Inconsistent 0% Acceptors Site A (8-27-05 Site B (11-17- Site C (9-1-05 Site D (2-14-06 Site E (2-22-06 Site F (2-01-06 Site G (2-01-06 thru 4-20-06) 05 thru 4-19-06) thru 1-31-06) thru 4-20-06) thru 4-01-06) thru 4-20-06) thru 4-20-06) Prepared by Greg Stuart 43 greg@gregstuart.com Confidential
  • 44. measuring cookie deletion – how it was done 1.) Large population of web users who regularly log into a 2.) A tracking pixel associates the registration oriented site. user’s persistent ID with the 3rd party cookie each time they login 3.) If users return with different 3rd party cookies, we know they must have deleted their cookie. P u b lis h e r ID 3 rd P a rty C o o k ie D a te ABC 123 5 /1 /2 0 0 5 ABC 123 5 /2 /2 0 0 5 ABC 123 5 /9 /2 0 0 5 Person who did not delete their cookies ABC 123 6 /5 /2 0 0 5 DEF 456 5 /8 /2 0 0 5 DEF 456 5 /1 6 /2 0 0 5 Person who deleted their cookies sometime between 5/16 and 5/20 DEF 789 5 /2 0 /2 0 0 5 Prepared by Greg Stuart 44 greg@gregstuart.com Confidential
  • 45. the buy/sell process - today 1 Buyer decides 1. what web sites to buy 3 5 2 2. Buyer and Seller Publisher Side Sales Planner negotiate deal 3 3. Hand off to Sales Executive Pub Ad Operations Account Manager internal teams for workflow Inventory 4 4. Buyer ad ops Campaign sends ads to avails & mgmnt Reporting Billing publisher reservations 5 5. Seller ad ops workflow (sales tools) inputs ads 6 6. Buyer reviews 4 7 results, compares reports, compiles 2 Media Campaign 7 7. Seller sends bill Billing & planning & Mgmnt & Reporting & Agency Side to buyer recon- 8 8. Buyer reconciles buying trafficking analytics ciliation the bill and pays workflow workflow Pre Buy Media Research Tools 6 3 8 1 Media Buyer Associate Media Buyer Agency Ad Operations Associate Media Buyer Billing Coordinator Prepared by Greg Stuart 45 greg@gregstuart.com Confidential
  • 46. What‟s moving where / when Exchanges are the most significant change to advertising since Google. 1. Loads of inventory (10‘s of Billions) 2. RTB (technology) drives the efficiency for system 3. Players and technologies are just being established Networks that are not differentiated or have some unique attribute likely to be squashed. DSP=Demand Side Platforms are taking the planning out of the media plan=affect on agencies Data here is critical and yet value is still unclear Prepared by Greg Stuart 46 greg@gregstuart.com Confidential
  • 47. data & targeting discussion Prepared by Greg Stuart greg@gregstuart.com 47 Confidential
  • 48. summary - why data has an allure Value of targeting & tech - Google $95 eCPM o Key is a intent-driven targeting system with 100k‘s of advertisers & self service Net, targeting (and the data to support) are very alluring to advertisers and publishers. Categories of data: Context, Intent, Identity o Content; ecommerce, social, non-web, etc. o Unclear as to where uniqueness might still be Some question the real value (but not sure yet) Requires new understanding of metrics, or at least analytics Prepared by Greg Stuart 48 greg@gregstuart.com Confidential
  • 49. theory behind targeting – good for all Advertiser‘s out Media Cost per thousand Number of viewers of pocket spend provider‘s (CPM) revenue 1,000 viewers for a given media property Current TV $10/1,000 viewers 500 500 $10 $10 (example) Advertiser A really only wants to reach half of them but they can‘t be broken out . . . lower out of . . . higher total Increase CPM . . . pocket per revenue to media advertiser . . . provider 1,000 viewers $6 For Adv A Digital Addressable $12/1,000 viewers 500 500 $12 (example) $6 For Adv B Sell to Sell to Prepared by Greg Stuart Adv A Adv B 49 greg@gregstuart.com Confidential
  • 50. how does „intent‟ affect pricing Index to CPM Implied CTR Exchanges High Transactional Value (e.g. CNET, ~$100 15.0% 15000 WebMD, private jet websites) Google Search $95* 12.2% 12000 Cars.com $30-40 4.7% 4700 Forbes $25 3.3% 3300 Branded News $15 2.0% 2000 (NYT) Portals $2.80 0.4% 400 Networks $1-2 0.2% 200 Exchanges $0.10-1.50 0.1% 100 Prepared by Greg Stuart 50 greg@gregstuart.com Confidential
  • 51. ad spending trends-behaviorally-targeted In millions Source: eMarketer Prepared by Greg Stuart 51 greg@gregstuart.com Confidential
  • 52. sources of data Web Visiting & Viewing Demographics • Self-reported and validated • All web site/page click stream • Appended segments (e.g. Claritas, Acxiom) • Content viewed • Individual & household level • Search engine queries • Keyword used Marketing Stimuli TV Viewing • Online ads • Link to digital set • Referral links top TV data using name and address Online Transactions Offline purchasing • All secure session activity • Linked using name and address • Purchases and subscriptions • Client CRM databases • Price paid, shipping & handling, promotions • Retailer loyalty card data • Applications/configurations • IRI Scanner panel data Prepared by Greg Stuart 52 greg@gregstuart.com Confidential
  • 53. different data is available on platforms Consumer Info Data Example Mobile Internet TV GPS Location Store or street location (Main & 1st street) Context IP address 127.159.456.37 Concurrent media use Net & TV, Mobile & TV, etc Content Mazda review Daypart Lunch Breakfast or weekend shopping Zip code 11932 Calls placed (to who, frequency) Calls to order lunch from deli daily Family plans Family of five, etc Usage patterns (when & where) Uses phone in the car, Internet on the road Interests - Intent Type of handset or upgrade Bought an iPhone early, Brand buyer, not price # of e-mails/texts sent/received Sends ~xx texts/day indicates age/engagement Coupon activity Uses coupons for consumer package goods Location patterns Goes to shopping, mall, or restaurant Apps/downloads Downloaded ―mint‘ app Purchases Bought TV from Best Buy.com Shopping cart Considered TV from Amazon.com Content viewing history Frequent News viewer, Recent Auto Shopper Ads seen/clicked on Clicked on mortgage ad YP.com searches Sought: ―‖Plumber in Portland: Other searches Searched: for ―TV reviews‖, Used Cars, etc Identity # of unique people called Frequent callers are influencers Device owned Android owner Psychographic segment ―Urban Dweller‖ Registration (address, etc.) Name, address, etc Prepared by Greg Stuart 53 greg@gregstuart.com Confidential
  • 54. the ability to drive incremental value from data and targeting depends on 4 key elements • Do the insights • Can the data be from data really used in ways that help advertisers consumers are ok meet key goals? with? Value Privacy • What unique data • Can the provider is available for process the data? use? Uniqueness Capability Prepared by Greg Stuart 54 greg@gregstuart.com Confidential
  • 55. data helps advertisers better meet specific goals Category of Data Why is it valuable? Specific data types Provides insight on the setting • Contextual (what content are in which a consumer views they viewing) Context an ad (e.g., while reading a • Day Part (when) • Geographic (where are they) laptop review). Some think • System (with what device) context really matters. Allows marketers to direct ads • Actions (purchases, click/buy Behavior to consumers based on history, views) Interests-Intent actual behavior (e.g., in the • Preferences (affinities, interests, market for a house) intensions) Allows identification of • Demographic (who) Personal demographic & • Psychographic (market segment) Identity psychographic segments Prepared by Greg Stuart 55 greg@gregstuart.com Confidential
  • 56. “Project Canoe” has been formed to bolster MSO advertising revenue through set top box targeting What is Project What is the What is the Canoe? aspiration? status? No single Telco / IPTV providers manages sufficient scale of subs to effectively • Consortium of six • The cable • David Verklin was counter the breadth of Project Canoe reach cable providers companies currently named CEO and (Charter, Cox, Time capture just7% of piloting has begun in Warner Cable, total TV ad spend select demographics Cablevision, but hope to increase • Project has garnered Comcast & Bright ad revenue by 3 $150M in initial House Networks) to times to nearly $15B funding from the deliver targeted, consortium partners interactive ads to viewers (estimated 60M set top boxes) • The consortium will sell data to networks, who in turn will sell to advertisers Prepared by Greg Stuart 56 greg@gregstuart.com Confidential
  • 57. who get‟s the value from Data Currently: • Marketers should get the value. Perceptually they do. Word on the street, in reality they are not right now. • Publishers ultimately should get the value. But they don‘t cause they can‘t sell that small inventory • Networks/Exchanges probably get most of the value. They have the scale and need the differentiation. Future: • Ultimately, those that hold and process the data probably get the most value. If that data is unique and not acquirable elsewhere. Data turned in insights likely matters most. Prepared by Greg Stuart 57 greg@gregstuart.com Confidential
  • 58. three screen discussion Prepared by Greg Stuart greg@gregstuart.com 58 Confidential
  • 59. it‟s supposed to be media planning; not medium planning Three screen holds allure because: o Access to a consumer cross-media at their different access points via different messaging value is intriguing o Some companies (cable & Telco's) have multiple media/distribution platforms and want to use them to get more share from advertisers Facts o Each consumer has different media habits o Cross media optimization can improve performance o Collection of data/insights is better in some channels than others and communication value is better in some channels than others (and priced differently) o There is a large internet ad spend, but not much spend or expertise in mobile and/or addressable TV Reality o Unlikely that three screen will become a big deal anytime soon. o There is not enough expertise or spend in 2 of the 3 channels and there are few/no tools to manage/optimize or insure value in 3 screen approach. Prepared by Greg Stuart 59 greg@gregstuart.com Confidential
  • 60. significant time is spent on the various screens Big growth in channels that consumers have more control over, such as TiVo, Net and Mobile and where addressability resides Prepared by Greg Stuart 60 greg@gregstuart.com Confidential
  • 61. 3 screen ad approach The value may be in the value exchanged. Internet for data, TV for communications impact and mobile for personal & proximity. o Data richness of data collection o Richness of video o Contextual advertising o Long form of TV Commercials o Richness of targeting available o Production values of TV o Multiple forms Prepared by Greg Stuart o Personal nature of phone Confidential 61 greg@gregstuart.com o Individualism o Proximity to retail/location
  • 62. who wants things to change & why Television Industry Advertisers/Agencies o TV‘s ―virtue‖ is to sell lots of o A/A are not oriented to small inventory at bulk ($10s of buys either, or to know the millions) value of targeted media o $70B category that‘s been o They don‘t have the tools in doing ―just fine‖ managing, or optimizing, or o Controlled by networks that measuring to commit large are not digitally oriented sums o The ‗pipes‘ might want to o They aren‘t good at cross solve given the unique value media now this brings them o They will likely apply test o Comcast and NBC deal budgets cause they like to be viewed as ―first‖ Only Nielsen is focused on addressing 3 screen with their A2/M2 (Anywhere Anytime Media Measurement) Initiative Prepared by Greg Stuart 62 greg@gregstuart.com Confidential
  • 63. what would need to happen to get TV to change? Cable and TV would have to be willing to work together • Lack of standards & consistency is a big issue • Lack of geographic coverage is an issue Ability to get cooperation or to go around them (force coop) • Potentially advertisers can drive the change • Exchange business commitment of $50 million by Chrysler Super strong business case or desperation • Probably still not enough to create change • Upfront spending falls by significant amount, forcing change Prepared by Greg Stuart 63 greg@gregstuart.com Confidential
  • 64. privacy principles Prepared by Greg Stuart greg@gregstuart.com 64 Confidential
  • 65. privacy summary Consumer control is everything in privacy But that is not a proven science yet o Focus needs to be on value, trust & control Various approaches being developed. o Unclear if self regulation is enough Government might intervene - soon Prepared by Greg Stuart 65 greg@gregstuart.com Confidential
  • 66. effective privacy policy must satisfy 4 elements Value Consumer permits implicit or explicitly data use in exchange for a personal benefit – more relevance or convenience – and some clear value Consumer trusts the Brand to use permitted data Trust only within agreed-upon limits. Identity kept anonymous or confidential and Anonymity assurances and proof of such Opt-out (partially or wholly) at will must be Control employed Prepared by Greg Stuart 66 greg@gregstuart.com Confidential
  • 67. EXISTING SUBS NEW SUBS OPT-IN Written or mailed consent, sent to ATT Written or mailed consent sent to ATT Sign-up on xxxx.com website (un-checked box) Permission on service order. Checkbox on service form. Ad-campaign about opt-in All-in when subscribing to service. greg@gregstuart.com Permission granted on website. Prepared by Greg Stuart All-in when subscribing to service. Recorded on phone. Part of Service/Account Activation process. (unchecked checkbox) Download software/toolbar. Agree to TOS. Download software/toolbar. Pop-up box to opt-in and Agree to TOS. TOS agreement change Ad-campaign about opt-out Ad-campaign about opt-out Email notice for opt-out Opt-out when subscribing. (with checked box) (Deselect checkbox) Mailer with TOS change 1. Notice within Mailer Options: Pop-up TOS change and 2. Sent to website Confidential bill opt-out button 3. Separate insert w/ bill privacy is not an exact science – range of options Agree to TOS – highlighted in Email notice of change in TOS - application documents explicit (with unchecked box) NAI notification NAI notification Explicit opt-out on xxxx.com Explicit opt-out on xxxx.com In TOS, no explicit notification Buried in TOS agreement that this can be done No opt-out option No opt-out option Low feasibility High feasibility Low feasibility High feasibility Moderate feasibility 67 Moderate feasibility = Height of bar assesses feasibility EXISTING SUBS NEW SUBS OPT-OUT
  • 68. novel approach-Blue Kai registry Blue Kai gives the consumer access to what they know about them and the opportunity to opt out or modify that profile Prepared by Greg Stuart 68 greg@gregstuart.com Confidential
  • 69. privacy experts Jules Polonetsky (WA DC) o Future of Privacy Forum Alan Chapell (NYC) o Chapell & Associates J. Trevor Hughes (VT) o IAPP-International Association of Privacy Professionals Prepared by Greg Stuart 69 greg@gregstuart.com Confidential
  • 70. final thoughts Prepared by Greg Stuart greg@gregstuart.com 70 Confidential
  • 71. case study context: Google revolutionized on-line advertising by solving the two-sided value proposition equation Online ad Online search, landscape, 1999 2003+ • Complex user experience, often • Elegant user interface, limited clutter, cluttered user interface integrated into browser toolbar Consumers • Intrusive ad formats (pop-up ads, • Increased focus on contextual ads, banners) and direct marketing relevant to end-users campaigns (spam e-mail) • Limited search capabilities (site lists, • Better algorithm – gateway to the web poor search engines) • CPM-based advertising • Pay-per-click pricing • Unclear ROI, limited campaign • Best-in-class measurement for Advertisers results for advertisers advertisers • Limited targeting • Highly focused based on customer browsing / search behavior • Clutter • Simplicity, site guidelines Prepared by Greg Stuart 71 greg@gregstuart.com Confidential
  • 72. Thank You More questions? Greg Stuart greg@gregstuart.com +1 631 702 0682 Prepared by Greg Stuart 72 greg@gregstuart.com Confidential
  • 73. appendix Author‘s (Greg Stuart) Bio Terms & Definitions Advertising Spend review Prepared by Greg Stuart greg@gregstuart.com 73 Confidential
  • 74. greg stuart bio Greg Stuart is a recognized leader in digital media & advertising and was selected by Ad Age as one of ―10 Who Made Their Mark‖ in 2006. He is the former CEO of the Interactive Advertising Bureau (IAB), the trade group for the interactive advertising & marketing industry. He grew the IAB‘s revenues with a CAGR of 37% (overall +500%) while leading the industry from $6 billion to $17 billion in ad spending. The IAB customers included AOL, CNET, Google, Disney, NBD, Yahoo! & 400 others. Greg has more than two decades of hands-on operating experience as a proven business builder in the Digital Media and Technology arenas since 1993. He has extensive experience as CEO/Director/senior executive roles with Y&R, Sony Online Ventures, Cars.com, Flycast Ad Network and venture-backed DeltaClick. In the last two years he has served as Advisor, Director and angel investor to venture-backed companies with a resulting $750 million in exits, each at least at a 10x multiple. He‘s also worked with AT&T, Alcatel Lucent & Meredith in redefining their digital media opportunities for the future. Ad Age identified his book, ―What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds,‖ as the ―Number one of 10 books you should have read‖. Aside from his industry leading status in advertising and digital media, his operating expertise is in leading cross-functional teams in product development, go-to-market strategy, company positioning, business development/deal making, marketing, and scalable revenue generation with a record of success in both rapid growth businesses and turnarounds. He currently serves on the Board of Zimbio, a next generation webzine with nearly 20 million uniques and backed by Menlo Ventures and August Capital. He had served on the Board of Rapt (Accel backed), Inc. in SF, sold to Microsoft; and Board of Allyes (Oak backed) in China, sold to Focus Media. Greg has also served on the Advisory Boards of a dozen venture-backed companies in Search, Mobile, Video, Research, & Social Media backed by Intel, Greylock, Sierra, Conway, TimeWarner, USVP, Union Square, Oak VC, DFJ, Canaan, Spark, Intel, First Round Capital and others. He is a member of the National Speakers Association and speaks around the world on the failings, and thus opportunities, of advertising - Istanbul, Israel, Germany, Mexico City, Jakarta, Sao Paulo, Switzerland, Zurich, Shanghai, Sydney, Barcelona, Monaco, Tokyo and others. Greg has a BA in Economics from the University of Washington and completed Wharton‘s intensive Advanced Management Program in 2008. He lives happily outside of New York City in Bridgehampton, NY with his wife Pamela, twin daughters and son. http://www.linkedin.com/in/gregstuart Prepared by Greg Stuart 74 greg@gregstuart.com Confidential
  • 75. Glossary Term Description CPM "cost per thousand" ad impressions. the price that is charged to advertisers by ―publishers‖ for 1000 ad impressions RPM ―Revenue per thousand" ad impressions. the revenue that is generated for 1000 ad impressions Impression Web: a measure of how many times an advertisement is displayed. Mobile: each individual ad unit viewed on a mobile publisher's deck (web site). TV: how many times ad is played Inventory the total number of impressions that a Web site has available for sale over a given period of time (usually, inventory is figured by the month). Upfront Annual sale of network ad inventory, typically at a slight discount to scatter prices, and guaranteeing placement in specific show time and position in pod Scatter Day-to-day market for network ad inventory. Majority of sales occur between 3 and 9 months prior to airtime, and on similar terms to upfront Remnant Day-to-day market for ad inventory not sold in upfront or scatter markets. Typically discounted 30-70% on scatter market rates on a preemptible basis and without specific airing time Ad Currency Nielsen Rating Points Unique Visitor Someone with a unique address who is entering a Web site for the first time that day (or some other specified period). Cost-Per- what an advertiser pays for each visitor that takes some specifically defined action in response to an ad Action (CPA) Cost-Per-Click the cost or cost-equivalent paid to a publisher per click-through. The amount paid by the advertiser each (CPC) Prepared by Greg time a user clicks on his/her ad. Stuart Confidential 75 greg@gregstuart.com
  • 76. cost per X detailed definitions CPM (cost per thousand impressions) has been popular since the start of online advertising. CPM remains one of the most popular cost metrics used, though these days it‘s rarely the only metric employed for a campaign. It allows simple comparisons between campaigns and future opportunities (many publishers use this on their public rate cards).9 For example, even if marketers pay for a campaign on a cost-per-click basis, they can get reporting on total impressions and simply divide their total spend by impressions and multiply by 1,000, thereby generating a similar metric across differing campaigns. Nonmarketers such as CEOs or CTOs can often more easily relate to this type of measure than to online-specific metrics, such as time spent interacting with an ad, that are less directly related to costs. CPC is a very popular metric for marketers trying to drive direct action from an advert. More than 65% of database marketers in a recent Forrester survey say they use response rates as a key metric.10 However, it can also lead to advertisers paying for many clicks that are not from the target audience, such as clicks by mistake or invalid clicks from Web crawlers, and even expose them to click fraud. As a marketer, using your own ad serving tool for measuring clicks (and visitors) can help establish a standard measure, rather than trying to compare metrics from a variety of tools for each campaign. CPV (cost per visitor) gives insight to Web site owners. CPV is where advertisers pay publishers based on how many viewers of display ads then actually visit the advertiser‘s Web site. These metrics are most useful for advertisers aiming at driving further interaction from consumers, rather than general brand awareness or attitude, and of course take no account of what the visitors do when they get to the Web site; they could, for example, leave immediately once they arrive on the landing page. Some marketers now impose stricter rules on what counts as a ―visit‖ (which is sometimes still called a ―click‖), such as ―visitors spend at least 3 seconds on the landing page,‖ to get over some of these problems. CPA (cost per acquisition/conversion) gives a metric comparable across channels. CPA metrics allow marketers to measure success based on customers acquired through a campaign. Of course, ―acquired‖ may have different meanings for different marketers: For a retailer it may simply mean a site visitor or someone who puts goods in the shop‘s online basket or perhaps only those who actually buy. For brand marketers, it may be measuring those who click through to a certain area on a Web site, those who sign up for an email newsletter, or those who take some other type of direct response activity via the ad landing page like asking for more information on debt management, for example. Google has heavily promoted this as a metric, with CPA management tools included in its AdWords product and within the affiliate network (previously known as DoubleClick Performics Affiliate). Introducing some type of ―quality‖ measurement within the definition of acquisition — so, for example, only counting those email subscribers who remain subscribers for three months — helps marketers assess success on a more valuable scale than simply volume. CPE (cost per engagement) is emerging as a metric. CPE is a newer ad model whereby advertising is offered free, with advertisers paying only when viewers actually engage with the ad itself (thus differing from CPA, which looks at consumer activity post exposure). ―Engagement‖ can be defined in a number of ways, such as completing a survey within the ad, entering a competition, or watching a certain amount of video. Online video ad provider VideoEgg pioneered this payment system in 2008.11 This method is seen to push back more responsibility for ad performance onto the ad creative than other methods such as CPC, which were thought to place the bulk of the burden of performance onto the publisher. It is also a way of measuring interaction with newer types of creative — such as video ads or ads with product comparison tools within them — that may drive significant interaction but not actually click-throughs. However, as ―engagement‖ means something different for every marketer, such metrics are not comparable across campaigns even for the same marketer, limiting their value. Prepared by Greg Stuart 76 greg@gregstuart.com Confidential
  • 77. verbiage on digital ad metrics View-based metrics simply look to track exposure. These measures, such as number of impressions or unique viewers, generally appeal more to advertisers with a branding goal, as they mirror the basic offline measures for brand exposure of readership in print or viewers on TV. Even the smallest of advertisers can track this with free analytics packages such as Google Analytics. However, these metrics reveal very little about the impact of advertising on consumers, and with almost two-thirds of marketers using these as a metric, it‘s hardly surprising that half of interactive marketers say extracting ROI is their biggest challenge with display advertising, and 60% of marketers say that they struggle to build the case for interactive marketing in their organizations. Performance-based metrics aim to expose true interactions. Metrics such as number of click-throughs or video views give an indication of how many consumers actually took some action upon seeing an ad and appeal to advertisers looking to drive direct action, though are unlikely to be very insightful for marketers with a branding goal or to indicate real ROI. One of the reasons for the prevalence of both of these types of basic metrics, despite their lack of real insight, is the relative ease of benchmarking across your own campaigns and with the industry as a whole; DoubleClick, for example, supplies some ad click-through rates. Cost-Based Metrics Generate More Insight Evaluating display ad campaigns on a cost basis allows marketers to track the efficiency of the channel and begin some simple comparisons, such as comparing banner ads and search on their ―cost per click‖ (CPC) or even television and banners on ―cost per unique viewer.‖ Prepared by Greg Stuart 77 greg@gregstuart.com Confidential
  • 78. ad spending review Prepared by Greg Stuart greg@gregstuart.com 78 Confidential
  • 79. ad spending by channel summary Media Channels ~$300 billion dollar industry (U.S.) Television: 60/40 national / local o Broadcast TV o Cable TV 50/50 brand / direct marketing o Spot TV o Interactive TV Online is ~$25 billion, mobile is <$1B Internet: Online display/brand is only 1/4 o Search o Display Growth opportunities online: o Digital Video o Games 1. Online video is up & growing (+115% in ‗09) Magazines 2. Behavior/Audience targeting still growing Business Press 3. Performance & ROI rules Newspaper Radio 4. Local online will grow, eventually Out of Home Digital OOH Direct Mail Net, Digital is growth medium Yellow Pages Mobile Others declining; & will continue to fall Prepared by Greg Stuart 79 greg@gregstuart.com Confidential

Editor's Notes

  1. Notes for Slide:LOVE this. More the look that I want than what I showed you. Only issue is that I believe text should always be as big as it can be so people can see it. That is tricky here but where text can be big, it should be. Can you try to adjust. We might need to use more abbreviations. At min, the boxes should be bigger I’ll guess. The numbers in circles are heard to see. Might need to change colors? Or the positioning of text in circle?It’s a messy design element but the numbers on the left should have a similar design to the ones on the chart to make the connectionAlso, don’t see 4 or 5 here?Thoughts?There is a 7 point in left, but no 8?We might need to talk about some