This document discusses how traditional display advertising has low impact and engagement. It introduces a new ad platform called adtivity that places ads during natural breaks in a user's online experience to be less interruptive. The platform provides case studies on campaigns for Payless and Denny's that drove stronger user interaction rates and video completion rates compared to industry averages, showing the potential of this new native ad approach.

1. Changing the Dynamic
for Display in the Social
Landscape
Chris Cunningham, co-founder and CEO of appssavvy
Denise Leone, associate media director of Optimedia

2. Traditional display is a useful massive reach tool

3. We’ve been conditioned to avoid display advertising real estate

4. The result is lower impact and devalued media investments
“31% of 1.7B (tested) ad impressions were never in view”
January 2012
“43% of users ignore
online display ads”
/ December 2010

5. So, is Facebook more of the same? (Yes!...but)

6. Facebook’s focus on people and their experiences has opened
the door to new ways to advertise to consumers
set status
send gift
share photo
message
complete friends download song
mission
play game
vote/poll level up

7. To capture this trend, we built a new ad technology platform
we reach
your audience
across multiple
publishers
when they
perform activities
to drive action
& performance

8. New, high-impact placements we create with our publishers.
The answer to traditional display (demo video)

9. Native to the environment, delivered in a natural break in the
consumer experience (demo video)

10. Delivering creative impact and results across brands
average 5.8% interaction rate

11. Case Studies

12. Case Study:
• Challenge
– While Payless has relatively strong overall
brand awareness, establishing a relationship
with a younger female audience was the
challenge
• Objective
– Drive awareness of Payless Brash – a new
line targeted to junior women, encouraging
brand loyalty

13. Payless Brash on adtivity

14. Results
Brash content delivered to
an engaged teen girl
audience, driving strong
interaction with the brand
and social buzz!
Industry
Average
Interaction
Rate
(video view,
4.14% 3.4%
hover, etc.)
Video
Completion
Rate
57.2% 44.2%
Clicks to N/A
Facebook share
vs. total clicks
12%
Sources: Payless Brash campaign data 11/3/11 – 11/20/11;
Google benchmarks, March 2012

15. Case Study:
• Challenge
– Denny’s is significantly outspent by QSR
competitors and as a result is not top-of-mind
or considered especially relevant for socially-
driven audiences.
• Objective
– Drive awareness of Denny’s Let’s Get Cheesy
initiative, building brand relevance socially-
savvy audience, ultimately encouraging visits
to Denny’s.

16. Denny’s on adtivity

17. Results
Denny’s Let’s Get Cheesy
messaging delivered to the
most engaged
audience, driving strong
engagement vs. industry
benchmarks
Industry
Average
CTR 0.83% 0.09% 9x
Sources: Denny’s campaign data 9/6/11 – 10/30/11;
Google benchmarks, March 2012

18. Thank You!
Chris Cunningham Denise Leone
Co-founder and CEO Associate Media Director
E: chris@appssavvy.com E: denise.leone@optimedia-us.com
T: @chrisappssavvy T: @deniseleone