This document discusses the potential for self-serve display advertising platforms to serve small and local businesses. It outlines barriers currently preventing small businesses from engaging in display advertising, like complexity and upfront costs. The presentation then describes how a new self-serve platform called iPromote Local aims to simplify the display ad creation and targeting process, make it more affordable, and give advertisers greater control over campaigns. It argues the timing is right for self-serve display as the industry grows and search ads become more expensive. The platform aims to aggregate small advertisers at scale by automating processes and optimizing small budgets across sites.

1. Display Advertising: Self- Serve Has Arrived?
December 11, 2009

2. Is the time right for self-serve display advertising?
Presentation Overview
1. Barriers and Hurdles
2. Self-serve Objectives
3. Industry Timing
4. Benefits Matrix
5. iPromote Local Platform
6. Discussion & Wrap-up
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3. Local Businesses
New to display ads -- no experience / lots of questions
Online presence is limited or non-existent
Small budgets are not attractive to publishers
Display Ad Process
Process from creation to launch is not easy
Outsourcing is expensive and time consuming
Solutions are not automated or complete
Campaign Management
Inventory can be expensive and requires commitments
No optimization or throttling for smaller budgets
Geo-targeting and real-time reporting are key
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4. Create a user-friendly experience
Automate the process with no experience required
Use existing media from a website, listing or stock images
Make display easier to use than search
Make it affordable and accessible
Eliminate upfront creative costs
Minimize financial commitments for media
Pay for performance (CPC) or impressions (CPM)
Place the advertiser in control
Provide access to ad inventory on premium local sites
Set geo-targeting, pricing and scheduling (budget)
Attract local customers online and build brand awareness
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5. 5

6. Display Industry
Growing abundance of display ad inventory and mobile inventory
Search is becoming expensive and complicated
Display with search creates uplift and builds brand awareness
Proactive Marketing
Proactively drive traffic to a site (calls to action, impulse)
Display can be more effective than search (local events/sales)
Ability to build brand on the web (logos, graphics, images)
The Opportunity Is Now
Achieve scale – aggregate the 26 million SMBs
Reduce and eliminate process friction (time and expense)
Display is more cost-effective than other forms of advertising
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7. Display Benefits vs. Search
Brands your business through
online display ads
Proactively attracts visitors to
your site or promotion
Popular keywords can be
expensive (ex. Gold)
Search + Display
Display complements search
and increases advertiser ROI
Leverage existing work by
using search landing pages to
create ads
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8. Enter the web
page address
you want to
promote
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9. Display ads are
automatically built in
5 major ad sizes in
accordance with the IAB
plus a banner for mobile.
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10. Users have full
control over all of
the text and
media used in
their ads.
Edits are real-time
and media can
be uploaded or
re-ordered with
drag & drop
ease.
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11. Users have three controls for their promotion:
Geo-targeting, Pricing and Scheduling
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12. Local Online Directories
Mobile Users
Social Networks
Internet Yellow Pages
Verticals: Auto, Real-Estate, E-commerce
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13. Provide a complete end-to-end solution
Automate processes to aggregate small advertisers
Optimize small budgets across multiple sites and networks
Provide real-time reporting and analytics
Focus on local and mobile distribution
Geo-targeting (local to global)
Location targeting (mobile market)
Attract local SMB advertisers
Achieve scale
Form partnerships with companies that drive adoption
Continue to drive down the costs to attract advertisers
Enhance product features and functionality
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14. THANK YOU!

15. Michael Barr
CEO
2KDirect, Inc (iPromote)
280 Park Avenue, 28th Floor East
New York, NY 10017
(646) 259-4850 office
(917) 224-2277 mobile
mbarr@ipromote.com
www.iPromote.com
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