Pointroll presentation to the Chicago Web Analytics Association on measuring effective Rich Media advertising Friday, March 4th, 2011.

1. How to Manage Effective Display
Advertising
Justin Gerhardstein
Manager, National Sales Strategy
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2. Standard Display
Rich Media Metrics
Metrics
Publisher Impressions Total CTR Interaction Rate Avg Brand Interaction Time Banner CTR Panel CTR Action Rate
Publisher A 6,361,914 0.11% 2.53% 14.48 0.11% 0.31% 7.0%
Publisher B 22,869,070 0.12% 2.93% 15.84 0.09% 0.16% 5.3%
Publisher C 29,164,006 0.13% 4.45% 12.54 0.10% 0.30% 7.9%
Publisher D 830,775,977 0.08% 1.94% 16.14 0.04% 0.11% 28.0%
Publisher E 178,844 0.05% 1.93% 13.74 0.04% 0.06% 1.5%
Publisher F 8,545,005 0.09% 51.72% 22.30 0.04% 0.61% 0.3%
Publisher G 51,158,055 0.41% 13.36% 18.83 0.31% 0.37% 89.5%
Publisher H 41,444,927 0.27% 4.09% 13.91 0.21% 0.30% 12.5%
Publisher I 129,488,419 0.19% 5.06% 15.24 0.10% 0.43% 11.9%
Publisher J 14,098,569 0.10% 5.50% 14.00 0.06% 0.40% 2.5%
Publisher K 6,203,203 8.77% 3.66% 12.69 8.74% 0.31% 4.7%
Publisher L 148,320,507 0.57% 4.37% 18.59 0.45% 0.57% 27.7%
Publisher M 210,186,758 0.15% 6.36% 14.37 0.14% 0.10% 2.8%
Publisher N 442,116,186 0.25% 4.77% 16.03 0.14% 0.40% 37.0%
Publisher O 22,792,313 0.14% 3.50% 15.32 0.08% 0.45% 4.3%
Publisher P 26,248,775 0.14% 1.87% 13.91 0.09% 0.26% 11.9%
Publisher Q 22,449,192 0.18% 5.43% 14.71 0.12% 0.50% 20.2%
Publisher R 17,619,060 0.11% 5.02% 16.90 0.06% 0.21% 30.7%
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3. Rich Media Metrics (continued)
Actions Avg Panels per Interaction Bannerclicks Clicks Interactions NonUI Panel CTR Nonui Panelclicks Nonui Panelimps
92689 2.94% 681602 719862 1322796 0.001774256 19002 10709843
1153268 3.78% 2042448 2671500 21704674 0.001084525 402398 371035997
5021231 6.18% 2793759 3836695 63427322 0.001256793 324716 258368629
332297191 1.97% 30691496 63036175 1186523919 0.000684821 19731178 28812181260
2472 0.98% 7181 8763 165626 0.000501636 1370 2731062
1225250 1.65% 345799 769416 381106196 0.002484699 143567 57780450
308128353 1.96% 15628503 20846254 344165945 0.003433806 4698625 1368343327
15164247 5.14% 8888990 11132114 121390676 0.002002528 1175511 587013610
61492709 6.43% 13074455 24243072 516237070 0.001623739 3106168 1912972600
1333461 7.45% 846113 1458140 54142098 0.002075248 165956 79969256
380596 4.82% 54226841 54429529 8110561 0.002064686 114997 55697083
105804063 4.40% 66581405 84043641 381410975 0.003412909 9233584 2705488021
26463999 0.79% 29811938 32150845 953778856 0.000806839 1769553 2193192149
433469873 4.07% 62009630 112342080 1171488061 0.003288495 37860905 11513142081
1795405 4.95% 1833079 3095218 41297576 0.002215959 497795 224640876
2680479 2.21% 2426592 3760135 22480462 0.002282836 1127904 494080278
10129338 6.70% 2635883 4041071 50033741 0.003764245 818790 217517710
17811240 4.93% 975639 1902233 57937532 0.001617474 633537 391682924
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4. Rich Media Metrics (continued)
Nonui Panelimps NumCampaigns Percent of Imps Richmedia Backup Clicks Total Panel Clicks Total Panel Imps UI Panel CTR Ui Pa
10709843 109 636191356 51341 38260 12248068 1.25%
371035997 101 2286906977 133078 629052 399039193 0.81%
258368629 147 2916400634 283811 1042936 346579898 0.81%
28812181260 2359 83077597682 5298162 32344679 30016392768 1.05%
2731062 13 17884406 1108 1582 2814814 0.25%
57780450 117 854500465 63748 423617 69937287 2.30%
1368343327 611 5115805483 943910 5217751 1418788913 1.03%
587013610 386 4144492671 642496 2243124 739552365 0.70%
1912972600 1117 12948841890 1645290 11168617 2568854011 1.23%
79969256 245 1409856891 200169 612027 153309500 0.61%
55697083 126 620320261 37815 202688 66374360 0.82%
2705488021 1777 14832050700 2008203 17462236 3089795455 2.14%
2193192149 668 21018675795 1037110 2338907 2311195689 0.48%
11513142081 1481 44211618649 2907024 50332450 12512420512 1.25%
224640876 254 2279231250 222685 1262139 283153606 1.31%
494080278 223 2624877459 153370 1333543 520585579 0.78%
217517710 205 2244919213 198018 1405188 279196738 0.95%
391682924 195 1761905996 230987 926594 448584677 0.52%
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5. Rich Media Metrics (still…continued)
Video 100 Completion Count Video 100% Completion Rate Video 25 Completion Count Video 25% Completion Rate Video 50 Completion
1002329 49.7% 1447343 71.8% 1
120961719 63.6% 157987952 83.1% 140
22154571 57.1% 28441519 73.3% 25
639790741 39.5% 914198644 56.4% 792
13260 60.4% 17029 77.6%
7272190 61.2% 9311120 78.4% 8
292615653 57.7% 458842248 90.4% 386
51261598 51.4% 71399598 71.6% 61
487336646 52.2% 632129618 67.6% 571
20485710 18.4% 27024988 24.3% 23
5871408 58.6% 7854014 78.4% 6
618640722 42.6% 882474277 60.8% 747
34529273 33.0% 38863946 37.1% 36
620993839 53.2% 798156035 68.4% 706
39375819 64.1% 50622757 82.5% 45
219366982 61.0% 294780768 82.0% 260
15320674 65.0% 19614740 83.2% 17
22298738 57.3% 29933251 76.9% 26
The list goes on!
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6. Key Points
What is rich media?
Rich Media metrics
Harnessing insights
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7. WHAT IS RICH MEDIA DISPLAY ADVERTISING?
Click on image in slide show mode to view demo
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8. Use Creative to Engage
Interactive Experience
High Impact Executions/ Highly interactive non- Dynamic: XML, Offers, Ad
and Engagement
Page Takeovers expanding rich media Versioning, Landing Pages
Photo Upload Expandables with Multiple Interactivity ,Gaming, Integrated/Synched Video
Videos Data Entry
Click the images above to experience the value of creative
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9. THE GLUE THAT HOLDS IT ALL TOGETHER
Creative Publisher A
Advertiser Publisher B
Media Publisher C
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10. 5 Key Ingredients to Making the Most Out Of Every Impression
Performance
Audience
Audience Understanding
& Knowledge, Finding
more Targets
Data Creative
More Relevant Data Driven More Engaging and Higher
Ads with Audience-specific Impact Ads with
promotions and messaging Interactive Functionality
based on BT, geo, demo and Feature-Rich Creative
and more
Distribution
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11. Measure: Analytics and Insights
• Impressions • Video • Campaign Properties • Interaction Costs
• Clicks • Reach & Frequency • Placement Properties • Panel Costs
• Interactions • Site Events • Creative Properties • Activity Costs
• Panels • Site Event Revenue • Impression Cost • Video Costs
• Activities • Site Event Time Lag • Click Costs • Dynamic ad variables
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12. ANATOMY OF A RICH MEDIA AD
GAMING STANDARD VIDEO
1. Banner automatically displays on
publisher site (1 impression)
2. Upon rollover, panel expands (1 interaction)
3. Panels can contain any combination of PRICE COMPARISON
rich media features
4. User can click-through to site to continue
experience (1 click-through)
INTERACTIVE VIDEO PHOTO GALLERY
Web-site
Banner
Panel
Click on image in slide show mode to view demo
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13. Aggregations – Break it out!
• Advertiser • Creative Group • Browser
• Campaign • Creative • Day
• Channel • Panels • Week
• Publisher • Creative Size • Month
• Placement • Display Format • Hour
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14. REPORTING:
REPORTING Analytics and compelling insights
drive ad effectiveness
AdPortal
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15. REPORTING:
REPORTING Analytics and compelling insights
drive ad effectiveness
Benchmarks
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16. REPORTING:
REPORTING Analytics and compelling insights
drive ad effectiveness
Analysis
• Automated Reports
(Excel / CSV)
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17. REPORTING:
REPORTING Analytics and compelling insights
drive ad effectiveness
Analysis
• Automated Reports
(Excel / CSV)
• Custom Analysis
• Open Insights
• Data Dump
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18. REPORTING:
REPORTING Analytics and compelling insights
drive ad effectiveness
Analysis
• Automated Reports
(Excel / CSV)
• Custom Analysis
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19. REPORTING:
REPORTING Analytics and compelling insights
drive ad effectiveness
Analysis
• Automated Reports Finding Your
(Excel / CSV)
• Custom Analysis Audience
• Open Insights
Understanding Serve the
your Audience Best Creatives
Dashboard
Integration
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20. 5 Key Ingredients to Making the Most Out Of Every Impression
Performance
Audience
Audience Understanding
& Knowledge, Finding
more Targets
Data Creative
More Relevant Data Driven More Engaging and Higher
Ads with Audience-specific Impact Ads with
promotions and messaging Interactive Functionality
based on BT, geo, demo and Feature-Rich Creative
and more
Distribution
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21. Expandable Over-the-page Float Homepage Takeover In-Stream
Formats Polite
Pre-Expandable
Anchored Float
Pushdown
Custom Homepage
Interstitial
Pre-Roll
iPhone
Synched Peelback Flash Advanced Gutters
Features
Video Direct Response Dynamic Branding Mobile Tie-Ins
Live Streaming Video
Store Locator E-Circular (PaperBoy) Drawing Features Mobile Coupon
Video “hotspotting”
PDF Downloads Static Data Feed Quiz Click to call
Dynamic Video
Digital Coupons RSS Text to Speech Custom Voicemail
3D Video
Email Reminder Map Integration Mouse Detection Personalized SMS/MMS
Non-User-Initiated Video
Instant Email Dynamic Ads Basic Gaming Ringtone Downloads
Sliding Video
Calendar reminder Dynamic Data Feed Co-branding
Alpha Green Screen Video
Send to a friend Real-time inventory Photo Gallery
InStream Video
Data Collection Dynamic Data Gaming
Viral Video
Printing Polling Photo Upload
Custom Video
Wallpaper Downloads Product selector E-Cards
Full Screen Video
Lead Generation Dig@torial Browser Shake
Interactive Video
User Content Submissions Syndic@st Webcam
Synched Video
HD Video
Partnerships Channel/Show Finder: TMS
Real Time e-commerce data: Channel Intelligence
Financial Feeds
Ripple 6 Social Ads
In banner purchasing
MovieConnect / Aura
Twitter ePrize
Facebook widgets Artificial Intelligence and Avatars: Oddcast NWS / Weather Feeds Panache
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22. Prioritizing Objectives
Banner Impressions
Game Start
Branding
Print Coupon
DR
Submit Email
Specific features generally perform according to position within the ad-unit
Image does not reflect actual campaign performance Click on image to view demo 22

23. The Metrics Trade-off
Branding Impact DR Impact
Branding Objectives Spectrum Direct Response
Click on image to view demo 23

24. Thank you!
Justin Gerhardstein, pointroll
Manager, National Sales Strategy
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225 N Michigan Ave, Suite 1600, Chicago, IL 60601
p: 312.278.9235 x2982 c: 312.401.5498 f: 312.640.2636
e: jgerhardstein@pointroll.com | www.pointroll.com
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