Media mind telecom_2011

TELECOM

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how to leave an
effective message

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Engage.
® 2011 MediaMind Inc. All rights reserved.

MediaMind Research

Telecom Advertising in 6 Points
Telecom is the second largest vertical in online spending. Advertisers are expected to spend more than $4 billion on
online advertising in 2011, according to eMarketer. Here are six points that every Telecom advertiser should know.

1
!
Getting a reply For every 1 million
7.03 % impressions

>
This is the average
interactive performance 70K are dwelled

>
that Telecom advertisers
achieved this year 1,800 impressions are
clicked
0.53 %
0.47 %
0.18 %
2.59 % 0.06 %

Impression with any Click through Post click Post impression Total conversion
}
interaction rate rate conversion rate conversion rate rate
Dwell Rate

2 3
7.48 %
Telecom
7.93 % Conversion rate by
Sports
frequency
0.40% 120,000

Users are most
likely to convert
Second highest

1
Average
during the ﬁrst 3
7.13 % on engagement
exposures to a
Retail
Telecom campaign

Unique users (‘000)
rate
Conversion

3 Telecom
2 0.0%
1 2 3 4 5 6 7 8 9 10
0

4 5
Conversion rate Unique users

0.40% What works whe re?
Standa rd Banne rs - Finance and Home Entertainment and
page are among the News are among
best performers in the best performers
Standard banners in Rich Media
100
Rich Media
rate

Auto
Click through

Average

Entertainment HomePage
Finance
Dwell avgduration ( sec)

News
rage

Social Network
Ave

News
.

Finance
0.0%
0.0% Conversion Rate 1.1%
HomePage Entertainment

Social Network

Auto

200,000
AD size and performance 0.14% 0
Dwell Rate 13%
rate

6
Click through

Click through
rate Size in pixels
Size in pixels

300x600 &
300x250 are the
best performing
Telecom Standard
Banners

0 234 X 60 728 X 90 300 X 250 160 X 600 300 X 600 0

© 2011 MediaMind Inc. All Rights Reserved

The comprehensive guide on how to leave an effective message

Table of Contents
4 Telecom in Six Points

5 Spending on Advertising for Telecom

7 Measuring Online Display

8 Movistar taps into soccer fever with a ‘Battle of the Tweets’

9 Direct Response Advertising

10 Ad Size and Performance: Is Bigger Better?

11 Advertising Mobile on Mobile

12 Branding for Telecom

14 How to get users to say YES! to 4G

15 Reach and Frequency

16 Conclusion

17 Regional Benchmark Tables

20 Country Benchmark Tables

3


Telecom in Six Points

1 Telecom is the second highest vertical for user engagement and for advertising spending.

2 For every million impressions, 70K are dwelled and 1,800 impressions are clicked.

For Telecom Standard Banners, the highest performing placements are in the Travel,
3 Technology, News, Entertainment and Finance sections.

4 The IM and Lifestyle placements achieve the highest Rich Media engagement.

5 300x600 and 300x250 are the best performing Telecom Standard Banners.

6 Users are most likely to convert during the first three exposures to a Telecom campaign.

4


Spending on Advertising for Telecom
For an industry whose main aim is to help people communicate, Telecom is doing an effective job communicating with its customers.
According to eMarketer, Telecom is the second highest spender on display advertising after Retail.

Chart 1: Telecom Online Advertising Spending
Advertising Spending (billions)

Source: eMarketer, US spending.

In 2011, US Telecom advertisers are expected to spend over $4 billion on online advertising. Much of this spending is aimed at direct
response, attracting users to buy phones or sign up for services online. However, as many users still acquire phones and service via the old
fashioned brick and mortar outlets, Telecom branding still matters.
Telecom is also the second highest vertical in terms of user engagement, which correlates nicely with its increased spending. Rich Media
impressions receive a Dwell Rate of 7%, which is higher than the 6.5% average.

5


Chart 2: Telecom - Second Highest Vertical on Engagement

Sports
Telecom
Electronics
Retail
Travel
Health/Beauty
Government/Utilities
Consumer Packaged Goods
Apparel
Entertainment
Corporate
Services
Medical
Auto
News/Media
Financial
Careers
Gaming
B2B
Restaurant
Tech/Internet

Dwell Rate

Source: MediaMind Research, 2011, Global.

6


Measuring Online Display
To measure the full effect of display advertising on users, advertisers Dwell provides an estimate of the share of impressions that were
should follow the full advertising ecosystem from the exposure to seen by users with high likelihood. Users’ natural tendency is to
the conversion to understand what makes users tick. follow the mouse cursor movement with their eyes. Dwell measures
the proportion of impressions that had a meaningful mouse-touch,
Advertisers should be looking at a number of metrics. No one
lasting more than one second. While there have been users who
metric can encompass the full effect of online display advertising,
have seen the ads and have not touched them with their mouse,
from increasing awareness to the intent to purchase and the actual
Dwell allows us to gauge the number of users that are very likely
purchase. Measuring the proportion of impressions that were engaged
to see the ad.
with, serves as a proxy for the branding effect of ads. To measure
the effectiveness of branding, MediaMind uses two metrics: Dwell For the purpose of this analysis, MediaMind Research analyzed the
Rate and Average Dwell Time. Dwell Rate measures the proportion results of nearly 21 billion Telecom impressions. Impressions were
of Rich Media impressions that were intentionally engaged with served by MediaMind between Q2 2010 and Q1 2011. This analysis
by touch, interaction or click. Average Dwell Time measures the covers global data, unless noted otherwise.
duration of a Dwell in seconds for users who engaged. In both
Overall advertising performance for Telecom was analyzed by the
cases, unintentional Dwell lasting less than one second is excluded.
number of impressions served and how users responded to them.

Chart 3: Advertising Performance for Telecom
Rate

Dwell Rate Impression Click Post Click Post Total
with any Through Conversion Impression Conversion
Interaction Rate Rate Conversion Rate
Rate Rate


7


Out of every one million impressions that are served, 70K impressions are Dwelled, or engaged with, by users for a meaningful amount
of time (at least one second). About 26,000 impressions out of every million receive any interaction. And of out of the same one million
impressions, 1,800 impressions are clicked on, while only 600 of these clicks end up in a conversion. An additional 4,700 impressions end
up in a conversion by users who did not click on them, but rather searched or typed the URL. Overall, on average, one million impressions
yield 5,300 conversions.
In addition, reach and frequency can tell advertisers how many users have been exposed to the campaign and for how many times.
MediaMind offers the ‘Adjusted Unique’ metric, which statistically adjusts for the over-counting of users caused by cookie deletion and
provides a more accurate representation of reach.

Movistar taps into soccer fever with a
‘Battle of the Tweets’
Movistar Imagenio inspired users by combining two winning ingredients—display advertising and soccer. The Spanish Internet
television service launched a campaign that solicited interaction from thousands of fans as they enthusiastically used Twitter
to support Real Madrid CF or FC Barcelona.
Movistar covered the homepage of ElMundo.es, one of Spain’s largest newspapers, with the huge MastHead format, a large
990x250 format, which was débuted for the occasion. The banner encouraged users to take part in a ‘battle of the tweets’
and to watch a video introducing Imagenio Energía. Real-time tweets appeared in the ad for each team to see who has more
‘energy’. More than three hundred thousand users viewed Movistar’s video for the campaign “Imagenio Energía” in the ad.
Spaniards responded in kind, with an average Dwell Rate of 17.3%, nearly three times the Spanish benchmark of 6%. On
average, users spent 53 seconds engaging with the banner, far more than a 30 second TV spot.
For the full case study, click here (http://bit.ly/BattleOfTheTweets).

8


Direct Response Advertising
The analysis in Chart 4 exhibits the CTR and Conversion Rate achieved The difference between clicks and conversions stems from Post
by various site groups and online environments. Conversion Rate Impressions Conversions. These conversions come from users who
includes both Post Click and Post Impression Conversions. For direct were exposed to the campaign, did not click on the ad, but went
response, the online environments that achieve both high CTR and to the advertiser’s site and converted. Post Impression Conversions
high Conversion rate are Travel, Technology, Homepage, News, typically account for the majority of conversions in the campaign.
Entertainment and Finance. IM achieves high CTR but relatively low
Conversion Rate, while Social Networks are low on both measures.

Chart 4: Telecom Standard Banner Performance by Placement
0.35%

IM
0.30%

0.25%
Click Through Rate

0.20% Games

Auto Travel
0.15% Lifestyle Technology
Entertainment Finance
Weather Home Page
0.10% Average Mail ROS News
Other RON
Sport
0.05% Social Network
Music

Average
0.00%
0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6% 0.7% 0.8% 0.9% 1.0% 1.1%

Conversion Rate

Source: MediaMind Research, 2011, Standard Banners, Global.

9


Ad Size and Performance: Is Bigger Better?
Not necessarily. While there is a link between size and performance of Telecom Standard Banners, the location of the ad matters as well.
For example, one of the smallest units, the Half Banner (234x60), which is heavily used in Messenger, has a higher performance than larger
ads. This is because its location on Messenger is very visible, which encourages clicks.

Chart 5: Ad Size and Performance
Click Through Rate

Size (Pixels)
Click Through Rate Size


The Medium Rectangle MPU (300x250), which is the most popular and is also typically very visible, has some of the highest performance,
0.11%. Still, overall, the largest ad of the frequently used sizes—300x600 achieved the best performance, 0.12%.

10


Advertising mobile on mobile
If you already have a mobile phone, it does not mean that you are not looking for a new one, or a landline, or internet
connection. Initial results for mobile campaigns suggest that Mobile ads for Telecom achieve six times the performance of
browser based standard banners.

Mobile Advertising Performance
Click Through Rate

Mobile Banner Standard Banner


The higher performance of mobile as compared to PC browser based banners is consistent across verticals. Among the
reasons for the higher performance of mobile ads are the novelty and relative prominence of mobile ads, as compared to
browser based banners. In many cases, there is only one mobile banner on the page. In addition, mobile ads also occupy a
bigger portion of the screen relative to browser based banners.

11


Branding for Telecom
An analysis of upper funnel Dwell metrics indicates which placements and which ad formats entice users to take the time to engage with
Telecom brands. Telecom appeals to broad audiences as nearly everyone has a phone or an Internet connection. Therefore, it makes sense
that ads for Telecom work well in various environments and not only on specific sites.

Chart 6: Dwell by Ad Placement

Click Through Rate
100 0.1%
IM 0.5%
1.0%
Lifestyle
1.5%
80 1.8%
Dwell Average Duration (sec)

Maps
Average Other
60

Music Mail
Finance Games News
Technology ROS
40
Home Page
RON Entertainment
Social Network
Travel
20 Sport Auto
Weather

Kids
Average
0
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% 12% 13%
Dwell Rate

Source: MediaMind, 2011, Global.

Chart 6 exhibits the analysis of Dwell and CTR performance of Telecom ads. The x-axis represents Dwell Rate, while the y-axis represents
the Average Dwell Time that users spend with ads. The diameter of the circles represents CTR.
The upper right quarter of the chart represents placements that achieve both high Dwell Rate and high Average Dwell Time. In these
environments, more users are willing to take the time to engage with ads, and these users also spend more time with the ads. Thus, IM
and Lifestyle placements achieve the highest branding performance.
In addition, ads with high Dwell Rate also tend to have high CTR as users who take the time to engage with the ads are also more likely
to click on them. Specifically, Games, Music, IM and Health and Beauty have both high Dwell Rate and high CTR.

12


Chart 7: Dwell by Ad Format

Click Through Rate
100 0.1%
IM 0.5%
1.0%
1.5%
80 1.8%
3D Cube
Dwell Average Duration (sec)

Average Skin Polite Banner
60
Video Extender
Homepage Takeover Expandable Banner

Expandable Strip
40
Sidekick Push Down Banner
HD
Single Expandable

20 Floating Ad with Reminder
Peelback
Overlay
Eyeblaster TV Floating Ad

0 Average
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22%

Dwell Rate

Source: MediaMind, 2011, Global.

A similar analysis of performance by ad format indicates that the more assertive formats have a high Dwell Rate, while others tend to record
a lower Dwell Rate but a significantly higher Average Dwell Time. Thus, Commercial Break, Overlays, Eyeblaster TV, and Floating Ads tend
to have a very high Dwell Rate, but a relatively low Average Dwell Time.
Conversely, most other Rich Media formats tend to have a lower Dwell Rate, but a significantly higher Average Dwell Time. IMs in the
upper right quarter have both above average Dwell Rate and above average Dwell Time.

13


How to get users to say YES! to 4G
“Good things happen when you say YES!” or that’s at least what YTL, a telecom provider from Malaysia wanted people to
think when it launched its new 4G service “YES!” The aim of the campaign was to convince users to pre-register to the fast
mobile broadband 4G service before its official launch.
To get users to pre-register on the website, and to generate a brand experience compatible with YTLs premium position in
the market, the company decided to launch lavishly engaging creative, and to get vast reach. To execute the campaign, YTL
teamed up with Carat, MediaMind, and Better Digital
Solutions to execute the very first “Levitator” ad experience across all major news portals in the country, a never-before-
seen creative homepage takeover in Malaysia. For the first time, MediaMind has enabled large local publishers with their
Homepage Takeover concept.
The MediaMind Levitator format was delivered in the country’s three primary languages, grabbing the attention of millions
of Malaysian internet users. The ad provided ample opportunities for engagement by drawing users in with adapted TV
commercial videos that allowed them to experience the brand and its message before they explored product information.
YTL managed to reach out to the Malaysian internet audience with an impressive Dwell Rate of 13.39% as compared to the
benchmark of 8.32%. Users also engaged for 73 seconds of Average Dwell Duration, 1.6 the average of other Malaysian
campaigns.
For the full case study, click here (http://bit.ly/YES4GCaseStudy).

14


Reach and Frequency
In Telecom campaigns, giving the right offer to the right user is crucial. Users determine if an offer is relevant for them after the first,
second or third impression.

Chart 8: Conversion Rate by Frequency

Unique Users (‘000)
Conversion Rate

Source: MediaMind Research. Sample of 24 Telecom campaigns, April 2010-March 2011.
Note: Analysis includes landing page conversion tags.

The importance of targeting users with the most effective ads early in the campaign is evident when analyzing the performance by frequency
of Telecom campaigns. Telecom ads tend to receive the highest Conversion Rate after the first impression, and Conversion Rate quickly
drops below average after the fourth impression. This indicates that the first encounters with a user are the most important.
One of the best ways to guarantee delivering the best creative every time is Automatic Creative Optimization, available in MediaMind’s
Smart Versioning tool. Automatic Optimization is an algorithm that identifies the most successful creative on an ongoing basis, and serves
it the vast majority of the time. MediaMind’s benchmarks shows that ads that used automatic optimization increased CTR by 72% and
Conversion Rate by 40%.

15

Conclusion

Telecom is the second largest vertical in terms of ad spending and the second highest in terms of
ad engagement. Out of every one million impressions that are served, 70K impressions are Dwelled,
and 1,800 impressions are clicked on. Overall, every million impressions generate 5,300 conversions.

Telecom ads work well in a myriad of placements. For Standard Banners, the highest performing
placements are Travel, Technology, Homepage, News, Entertainment and Finance. IM and Lifestyle
placement achieve the highest engagement for Rich Media. Larger ads tend to perform better than
smaller ones, with 300x600 and 300x250 achieving the best performance for Standard Banners.

The first few exposures to the ad are the most important. An analysis of performance by exposure
frequency shows that the first, second and third exposures of the campaign tend to achieve the
highest Conversion Rate. With the second highest rate of online engagement, Telecom display is
proving an effective way to reach consumers—and to get a return call.

www.mediamind.com

® 2011 MediaMind Inc. All rights reserved. 16

Telecom Benchmarks for Australia and New Zealand - Q3 2010 to Q2 2011
Performance Metrics (By Format, Size and Vertical)

Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics
Impressions with
Imp. with User Average Dwell Time Avg. Video Avg. Video Any Panel Total Expansion Avg. Expansion
Interactions Rate IR Dwell Rate (Seconds) CTR Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds)
Standard Banner -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
Expandable Banner 2.2% 2.9% 3.9% 41.2 0.10% -- -- -- -- 11.9 0.1% 50.2% 40.5% 2.3% 12.7% 34.1
300x250 1.1% 1.4% 3.2% 33.7 0.06% -- -- -- -- 11.9 0.1% 50.2% 40.5% 1.0% 18.7% 165.3
Floating Ad 1.4% 1.4% -- -- 1.35% -- -- -- -- -- -- -- -- -- -- --
Polite Banner 0.5% 2.3% 2.0% 30.1 0.18% 39.5 69.6% 75.0% 58.9% -- -- -- -- -- -- --
300x250 0.8% 4.2% 2.2% 33.2 0.08% 42.2 72.0% 75.0% 58.6% -- -- -- -- -- -- --
728x90 0.3% 0.4% 1.7% 27.9 0.35% -- -- -- -- -- -- -- -- -- -- --
160x600 0.1% 0.1% 1.8% 25.7 0.10% -- -- -- -- -- -- -- -- -- -- --

Data Source MediaMind Research, Q3 2010 to Q2 2011.
Market Definition Australia and New Zealand market includes Australia and New Zealand.
-- Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,
please contact your local MediaMind representative or email us at info@mediamind.com

Telecom Benchmarks for Europe - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --

300x250 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
Rich Media
Expandable Banner 8.9% 13.7% 9.6% 59.1 0.44% 63.5 58.6% 63.7% 41.3% 66.9 8.9% 54.3% 34.6% 8.3% 34.7% 98.0
300x250 7.2% 9.9% 9.8% 49.7 0.50% 58.2 58.9% 63.5% 44.3% 60.8 10.4% 64.9% 38.1% 5.5% 47.0% 121.3

Formats
728x90 9.8% 15.0% 11.2% 46.8 0.36% 12.7 72.0% 39.4% 1.8% 86.2 8.8% 52.1% 40.0% 11.2% 30.4% 79.7
234x60 15.4% 27.8% 10.1% 96.5 0.50% -- -- -- -- 16.9 6.5% 18.4% 9.3% 15.3% 27.1% 29.3
Floating Ad 1.6% 1.6% 19.5% 3.7 1.40% 9.0 86.5% 43.5% 35.9% -- -- -- -- -- -- --
Polite Banner 0.9% 2.1% 3.2% 36.1 0.14% 55.8 61.0% 62.0% 45.5% -- -- -- -- -- -- --
Regional Benchmarks

300x250 1.3% 3.1% 2.8% 36.8 0.14% 51.2 60.0% 61.4% 45.1% -- -- -- -- -- -- --
728x90 0.2% 0.3% 2.1% 27.8 0.11% -- -- -- -- -- -- -- -- -- -- --
160x600 0.1% 0.1% 1.2% 22.1 0.08% -- -- -- -- -- -- -- -- -- -- --
Push Down Banner 6.5% 7.8% 10.8% 45.0 0.27% -- -- -- -- -- -- -- -- 6.3% 37.2% 37.9
728x90 2.9% 3.8% 7.8% 40.9 0.28% -- -- -- -- -- -- -- -- 2.7% 45.8% 30.6

Market Definition Europe market includes Austria, Belgium, Denmark, Cyprus, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Spain, Sweden, Switzerland and UK.


17

Telecom Benchmarks for Latin America - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.14% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 12.1% 20.9% 9.0% 41.9 0.54% -- -- -- -- 17.9 3.0% 33.1% 23.8% 11.5% 20.2% 56.7
728x90 -- -- 14.2% 39.9 0.46% -- -- -- -- -- -- -- -- 14.6% 34.8% 48.5
234x60 -- -- 18.7% 115.5 0.83% -- -- -- -- 11.2 2.6% 28.7% 11.4% 23.4% 42.3% 24.2
Floating Ad 1.1% 1.2% 19.9% 5.1 1.10% -- -- -- -- -- -- -- -- -- -- --
Polite Banner 8.5% 12.3% 6.3% 37.6 0.11% 33.5 60.7% 82.3% 69.6% 97.6 1.7% 80.4% 56.9% -- -- --
300x250 4.2% 5.9% 4.0% 36.7 0.07% 31.9 60.0% 82.3% 69.4% 98.4 1.7% 80.3% 56.6% -- -- --
728x90 18.4% 27.1% 11.4% 38.6 0.18% -- -- -- -- -- -- -- -- -- -- --
Push Down Banner 3.2% 3.8% 11.6% 32.8 0.51% -- -- -- -- -- -- -- -- 2.8% 51.7% 138.2

Market Definition Latin America market includes Brasil, Chile, Mexico, Colombia and Argentina.


Telecom Benchmarks for North America - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 4.4% 7.6% 5.4% 55.7 0.11% 45.5 50.2% 15.9% 4.2% 44.5 1.7% 17.7% 6.3% 5.2% 8.3% 55.0
728x90 4.3% 4.9% 6.0% 32.9 0.08% -- -- -- -- -- -- -- -- 4.3% 5.9% 34.5
Floating Ad 0.9% 1.0% 19.3% 3.7 0.95% -- -- -- -- -- -- -- -- -- -- --
Polite Banner 0.7% 1.1% 2.9% 20.4 0.08% 14.2 58.1% 78.9% 65.4% -- -- -- -- -- -- --
300x250 1.3% 2.3% 4.5% 14.3 0.08% 16.7 56.7% 81.0% 68.5% -- -- -- -- -- -- --
Push Down Banner 3.3% 4.4% 10.4% 21.3 0.18% -- -- -- -- -- -- -- -- 3.2% 55.4% 77.6

Market Definition North America market includes United States and Canada.


18

Telecom Benchmarks for South Asia - Q3 2010 to Q2 2011

Impressions with
Imp. with User Average Dwell Time Avg. Video Fully Played Avg. Video Fully Played Any Panel Total Expansion Avg. Expansion
Interactions Rate IR Dwell Rate (Seconds) CTR Duration (Seconds) Started Rate 50% Played Rate Rate Duration (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds)
Standard Banner -- -- -- -- 0.19% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.17% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- --
Rich Media
300x250 9.9% 14.7% 10.8% 61.2 0.43% 21.3 16.9% 56.4% 40.7% 23.7 1.6% 38.5% 24.0% 9.7% 39.8% 139.7

Formats
728x90 16.5% 21.6% 14.0% 54.3 0.33% -- -- -- -- -- -- -- -- 16.4% 21.4% 58.1
120x600 11.1% 17.1% 10.3% 85.8 0.37% -- -- -- -- -- -- -- -- 11.1% 16.4% 85.1
234x60 10.1% 16.1% 6.7% 101.8 0.31% -- -- -- -- 7.2 3.2% 32.1% 21.6% 10.0% 14.6% 23.2
Polite Banner 1.0% 1.3% 3.4% 33.4 0.29% 8.9 98.9% 92.5% 86.5% 22.3 11.8% 61.1% 51.1% -- -- --
300x250 1.3% 1.7% 3.1% 35.8 0.20% 9.2 96.3% 92.0% 85.7% 22.1 7.8% 44.3% 35.0% -- -- --
728x90 0.6% 0.8% 3.6% 22.3 0.65% -- -- -- -- -- -- -- -- -- -- --
160x600 0.2% 0.2% 2.1% 22.0 0.17% -- -- -- -- -- -- -- -- -- -- --
Push Down Banner 5.2% 7.4% 13.1% 40.6 0.85% -- -- -- -- -- -- -- -- 4.5% 34.5% 120.8

Market Definition South Asia market includes Thailand, Pakistan, Malaysia, Singapore, India, Indonesia, the Philippines and Vietnam.


19

Telecom Benchmarks for Argentina - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --

Formats
Rich Media
Expandable Banner 16.5% 26.5% 16.8% 95.7 0.58% -- -- -- -- -- -- -- -- 16.3% 36.4% 57.1
300x250 5.8% 8.7% 12.6% 58.3 0.43% -- -- -- -- -- -- -- -- 5.6% 34.7% 39.9
234x60 -- -- 19.2% 131.8 0.78% -- -- -- -- -- -- -- -- 24.2% 36.7% 59.1
Floating Ad 1.0% 1.0% 18.0% 4.1 0.95% -- -- -- -- -- -- -- -- -- -- --
Push Down Banner 0.4% 0.4% 13.9% 21.6 0.22% -- -- -- -- -- -- -- -- 0.2% 68.0% 38.2



Telecom Benchmarks for Australia - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- --

728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 0.1% 0.2% 2.4% 28.8 0.03% -- -- -- -- 11.9 0.1% 50.2% 40.5% 0.1% 21.4% 171.0
Floating Ad 1.4% 1.4% -- -- 1.35% -- -- -- -- -- -- -- -- -- -- --
Polite Banner 0.6% 2.4% 1.9% 30.7 0.19% 31.7 70.7% 82.5% 72.3% -- -- -- -- -- -- --
300x250 0.9% 4.9% 2.1% 35.5 0.07% 34.2 76.1% 85.1% 76.6% -- -- -- -- -- -- --
728x90 0.3% 0.4% 1.7% 27.9 0.35% -- -- -- -- -- -- -- -- -- -- --
Country Benchmarks

160x600 0.1% 0.1% 1.8% 25.7 0.10% -- -- -- -- -- -- -- -- -- -- --



20

Telecom Benchmarks for Belgium - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
Rich Media
Expandable Banner 12.3% 18.4% 13.6% 43.9 0.58% 9.9 71.3% 41.0% -- 10.5 10.4% 34.8% 20.4% 12.1% 27.5% 14.4

Formats
300x250 8.3% 9.7% 8.6% 26.5 0.22% -- -- -- -- -- -- -- -- 8.1% 12.6% 21.4
728x90 13.1% 15.6% 18.6% 31.5 1.05% 9.9 71.3% 41.0% -- 6.2 9.6% 12.4% 9.7% 12.2% 39.5% 15.8
234x60 -- -- 10.0% 81.9 0.26% -- -- -- -- -- -- -- -- 16.5% 32.3% 9.5
Polite Banner 0.1% 0.1% 3.3% 27.9 0.12% 22.7 72.1% 66.3% 50.9% -- -- -- -- -- -- --
300x250 0.1% 0.2% 2.2% 21.7 0.14% 13.2 80.0% 78.1% 64.2% -- -- -- -- -- -- --
728x90 0.1% 0.1% 1.7% 23.1 0.07% -- -- -- -- -- -- -- -- -- -- --
160x600 0.1% 0.1% 1.3% 22.1 0.07% -- -- -- -- -- -- -- -- -- -- --



Telecom Benchmarks for Brazil - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 8.9% 13.5% 7.4% 40.2 0.16% -- -- -- -- 14.9 1.3% 31.5% 20.7% 8.9% 18.1% 78.2
728x90 7.1% 9.9% 5.4% 47.0 0.09% -- -- -- -- -- -- -- -- 7.1% 58.7% 126.6
234x60 -- -- 21.2% 125.6 0.60% -- -- -- -- -- -- -- -- 25.3% 56.9% 23.5
Polite Banner 0.1% 0.2% 2.7% 25.8 0.08% -- -- -- -- 30.8 0.2% 72.4% 52.3% -- -- --
300x250 0.1% 0.2% 2.6% 25.8 0.08% -- -- -- -- 31.5 0.2% 70.8% 49.9% -- -- --
728x90 0.1% 0.1% 1.5% 29.3 0.08% -- -- -- -- -- -- -- -- -- -- --



21

Telecom Benchmarks for Canada - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- --

Formats
Rich Media
300x250 0.2% 0.2% 2.1% 94.8 0.02% -- -- -- -- -- -- -- -- 0.2% 0.6% 32.4
Polite Banner 2.6% 4.7% 6.3% 15.4 0.05% 12.9 63.4% 74.8% 61.2% -- -- -- -- -- -- --
300x250 2.6% 4.7% 6.3% 15.4 0.05% 12.9 63.4% 74.8% 61.2% -- -- -- -- -- -- --



Telecom Benchmarks for Denmark - Q3 2010 to Q2 2011

Impressions with

Standard Banner -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.03% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- --

Formats
Rich Media
300x250 2.4% 2.7% 4.6% 27.9 0.25% -- -- -- -- 16.2 1.2% 7.3% 4.3% 2.2% 21.3% 49.5
Polite Banner 0.2% 0.3% 3.1% 22.3 0.16% -- -- -- -- -- -- -- -- -- -- --
728x90 0.2% 0.3% 2.9% 23.5 0.16% -- -- -- -- -- -- -- -- -- -- --



22

Telecom Benchmarks for Dubai - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.66% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
Expandable Banner -- -- 16.2% 92.3 0.86% -- -- -- -- 14.7 9.4% 25.6% 14.9% 21.7% 47.4% 20.6
300x250 5.2% 6.7% 9.0% 53.6 0.30% -- -- -- -- -- -- -- -- 5.1% 22.7% 36.9
234x60 -- -- 17.0% 96.2 0.93% -- -- -- -- 14.1 9.2% 24.3% 13.9% 23.9% 51.6% 20.2
Polite Banner 0.5% 0.7% 3.4% 18.9 0.27% -- -- -- -- -- -- -- -- -- -- --
300x250 0.7% 1.0% 3.8% 21.4 0.32% -- -- -- -- -- -- -- -- -- -- --



Telecom Benchmarks for France - Q3 2010 to Q2 2011

Impressions with

Standard Banner -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --

Formats
Rich Media
Expandable Banner 12.7% 19.0% 8.1% 37.3 0.44% 13.7 64.5% 74.4% 64.1% -- -- -- -- 5.4% 49.6% 34.2
300x250 13.0% 18.6% 7.8% 35.6 0.45% -- -- -- -- -- -- -- -- 5.1% 51.8% 33.2
Polite Banner 1.7% 5.0% 3.5% 47.9 0.17% 39.5 56.6% 58.3% 39.8% -- -- -- -- -- -- --
300x250 1.8% 5.2% 3.0% 40.9 0.16% 38.5 56.5% 57.9% 39.9% -- -- -- -- -- -- --



23

Telecom Benchmarks for Germany - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --

Formats
Rich Media
Expandable Banner 2.8% 3.8% 4.8% 49.2 0.23% 22.3 53.7% 60.9% 43.0% -- -- -- -- 3.4% 61.1% 46.5
300x250 1.9% 2.7% 6.6% 37.9 0.23% -- -- -- -- -- -- -- -- 1.4% 91.6% 108.6
728x90 0.1% 0.2% 2.4% 29.6 0.10% -- -- -- -- -- -- -- -- -- -- --
234x60 6.9% 8.9% 4.5% 87.6 0.34% -- -- -- -- -- -- -- -- 6.9% 8.3% 21.3



Telecom Benchmarks for Greece - Q3 2010 to Q2 2011


Impressions with
Standard Banner -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --

Formats
160x600 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- --
Rich Media
Polite Banner 1.6% 1.6% 1.7% 20.5 0.06% -- -- -- -- -- -- -- -- -- -- --



24

Telecom Benchmarks for Hong Kong - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
Expandable Banner -- -- 9.6% 55.3 0.40% -- -- -- -- -- -- -- -- 14.1% 27.1% 18.8
234x60 -- -- 9.3% 57.9 0.38% -- -- -- -- -- -- -- -- 14.2% 27.4% 18.8
Polite Banner 1.4% 4.5% 2.7% 25.1 0.23% -- -- -- -- -- -- -- -- -- -- --
300x250 2.1% 7.2% 3.5% 29.5 0.15% -- -- -- -- -- -- -- -- -- -- --



Telecom Benchmarks for India - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.31% -- -- -- -- -- -- -- -- -- -- --

300x250 -- -- -- -- 0.27% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.18% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 4.1% 5.5% 7.7% 40.0 0.63% 28.8 9.0% 69.8% 51.9% 31.8 2.5% 48.5% 33.0% 3.6% 70.3% 169.6
728x90 16.5% 20.2% 12.7% 32.4 0.34% -- -- -- -- -- -- -- -- 16.4% 20.4% 42.6
234x60 10.4% 14.5% 6.5% 69.1 0.42% -- -- -- -- -- -- -- -- 10.3% 14.8% 37.4
Polite Banner 0.4% 0.6% 2.7% 26.5 0.40% -- -- -- -- -- -- -- -- -- -- --
300x250 0.3% 0.4% 2.2% 26.1 0.35% -- -- -- -- -- -- -- -- -- -- --



25

Telecom Benchmarks for Indonesia - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 15.8% 20.2% 14.3% 70.8 0.19% -- -- -- -- -- -- -- -- 15.7% 20.2% 80.6
Polite Banner 2.2% 2.3% 2.8% 41.5 0.05% -- -- -- -- -- -- -- -- -- -- --
300x250 2.2% 2.3% 2.8% 41.6 0.05% -- -- -- -- -- -- -- -- -- -- --



Telecom Benchmarks for Israel - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.16% -- -- -- -- -- -- -- -- -- -- --

300x250 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 1.6% 1.8% 3.5% 116.1 -- -- -- -- -- -- -- -- -- 1.6% 73.0% 192.7
728x90 0.3% 0.4% 3.2% 26.0 -- -- -- -- -- -- -- -- -- 0.3% 65.4% 111.8
234x60 11.4% 20.1% 7.9% 65.3 0.25% -- -- -- -- -- -- -- -- 11.4% 19.8% 20.8
Polite Banner -- -- 1.5% 42.6 0.05% -- -- -- -- -- -- -- -- -- -- --
300x250 0.1% 0.1% 2.1% 29.1 0.06% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- 2.0% 55.9 0.04% -- -- -- -- -- -- -- -- -- -- --



26

Telecom Benchmarks for Italy - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.28% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.33% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 8.7% 14.4% 17.9% 35.8 1.31% 9.1 43.9% 41.1% 31.6% 10.2 7.5% 43.9% 30.0% 3.9% 25.6% 17.4
234x60 15.6% 24.4% 9.5% 73.1 0.52% -- -- -- -- -- -- -- -- 15.6% 23.9% 22.7
Floating Ad 2.6% 2.8% -- -- 2.16% -- -- -- -- -- -- -- -- -- -- --
Polite Banner 4.3% 4.6% 5.2% 36.9 0.30% 24.4 67.3% 68.4% 52.1% 14.2 72.1% 76.7% 68.9% -- -- --
300x250 5.4% 5.7% 4.2% 52.0 0.17% 26.5 67.5% 76.2% 58.4% -- -- -- -- -- -- --



Telecom Benchmarks for Malaysia - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.21% -- -- -- -- -- -- -- -- -- -- --

728x90 -- -- -- -- 0.19% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- --
Rich Media
300x250 11.9% 17.0% 11.2% 66.6 0.44% -- -- -- -- 18.8 2.3% 38.3% 23.2% 11.7% 32.9% 121.7

Formats
728x90 15.0% 19.9% 14.0% 69.6 0.27% -- -- -- -- -- -- -- -- 14.9% 18.9% 72.5
120x600 10.3% 17.0% 9.3% 71.1 0.22% -- -- -- -- -- -- -- -- 10.3% 16.3% 73.6
234x60 8.8% 12.2% 6.0% 116.5 0.28% -- -- -- -- -- -- -- -- 8.8% 11.8% 23.8
Polite Banner 0.6% 1.2% 3.6% 26.8 0.51% 8.9 98.9% 92.5% 86.5% 22.3 11.8% 61.1% 51.1% -- -- --
300x250 0.7% 1.7% 3.8% 29.0 0.52% 9.2 96.3% 92.0% 85.7% 22.1 7.8% 44.3% 35.0% -- -- --
728x90 0.7% 0.8% 3.9% 21.0 0.77% -- -- -- -- -- -- -- -- -- -- --
160x600 0.2% 0.2% 2.1% 22.0 0.17% -- -- -- -- -- -- -- -- -- -- --
Push Down Banner 1.3% 1.9% 11.0% 20.1 1.05% -- -- -- -- -- -- -- -- 0.4% 26.5% 139.8



27

Telecom Benchmarks for Mexico - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.20% -- -- -- -- -- -- -- -- -- -- --
Rich Media
Expandable Banner -- - 14.1% 69.2 0.83% -- -- -- -- 18.4 7.8% 33.1% 24.1% 17.5% 29.0% 29.0

Formats
300x250 -- -- 11.3% 42.8 1.14% -- -- -- -- -- -- -- -- 15.9% 22.8% 32.9
728x90 -- -- 14.7% 38.6 0.49% -- -- -- -- -- -- -- -- 15.1% 33.0% 30.4
234x60 -- -- 17.8% 110.3 0.94% -- -- -- -- -- -- -- -- 22.4% 36.2% 22.0
Floating Ad 1.1% 1.1% 19.7% 5.4 1.05% -- -- -- -- -- -- -- -- -- -- --
Polite Banner 11.8% 17.2% 7.7% 39.1 0.12% -- -- -- -- -- -- -- -- -- -- --
300x250 7.0% 9.9% 4.9% 40.7 0.06% -- -- -- -- -- -- -- -- -- -- --
Push Down Banner 5.2% 6.1% 10.0% 43.5 0.71% -- -- -- -- -- -- -- -- 4.6% 40.6% 144.8



Telecom Benchmarks for Netherlands - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --

Formats
Rich Media
Polite Banner 0.1% 0.2% 1.8% 21.0 0.12% -- -- -- -- -- -- -- -- -- -- --
300x250 0.1% 0.2% 2.5% 19.4 0.13% -- -- -- -- -- -- -- -- -- -- --
728x90 0.1% 0.2% 2.1% 24.3 0.14% -- -- -- -- -- -- -- -- -- -- --



28

Telecom Benchmarks for New Zealand - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- --

Formats
Rich Media
300x250 5.2% 6.9% 6.8% 41.4 0.19% -- -- -- -- -- -- -- -- 5.2% 7.2% 51.1
Polite Banner 0.2% 0.2% 3.0% 24.9 0.13% 50.8 68.0% 63.8% 38.7% -- -- -- -- -- -- --
300x250 0.2% 0.2% 2.9% 24.9 0.13% -- -- -- -- -- -- -- -- -- -- --



Telecom Benchmarks for Norway - Q3 2010 to Q2 2011


Impressions with
Standard Banner -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 4.0% 4.3% 3.9% 45.1 0.13% -- -- -- -- -- -- -- -- 4.0% 9.7% 91.1
234x60 13.4% 21.0% 7.1% 73.9 0.41% -- -- -- -- -- -- -- -- 13.4% 20.5% 15.2
Push Down Banner 13.7% 14.9% 14.6% 59.4 0.17% -- -- -- -- -- -- -- -- 13.6% 33.1% 56.1
728x90 3.4% 3.9% 4.1% 49.8 0.17% -- -- -- -- -- -- -- -- 3.3% 56.2% 24.7



29

Telecom Benchmarks for Philippines - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.17% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 -- -- 17.4% 43.7 0.79% -- -- -- -- -- -- -- -- 17.0% 29.1% 45.1
728x90 14.1% 20.2% 13.4% 50.7 0.18% -- -- -- -- -- -- -- -- 7.9% 10.8% 27.8
234x60 10.3% 24.8% 6.1% 77.2 0.37% -- -- -- -- -- -- -- -- 9.1% 13.7% 14.8
Polite Banner -- -- 2.7% 34.5 0.27% -- -- -- -- -- -- -- -- -- -- --



Telecom Benchmarks for Portugal - Q3 2010 to Q2 2011


Impressions with
Standard Banner -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 7.6% 13.3% 8.5% 47.0 0.19% 45.5 50.2% 15.9% 4.2% 45.4 7.2% 16.0% 4.6% 10.7% 16.8% 56.6
Floating Ad 1.1% 1.1% -- -- 1.11% -- -- -- -- -- -- -- -- -- -- --
Push Down Banner 3.3% 4.4% 10.4% 21.3 0.18% -- -- -- -- -- -- -- -- 3.2% 55.4% 77.6



30

Telecom Benchmarks for Singapore - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --

Formats
Rich Media
300x250 11.4% 15.3% 11.0% 64.1 0.36% -- -- -- -- -- -- -- -- 11.3% 20.5% 54.4
728x90 -- -- 17.8% 56.3 0.29% -- -- -- -- -- -- -- -- 21.9% 32.9% 55.2
234x60 12.4% 18.1% 9.0% 103.6 0.30% -- -- -- -- -- -- -- -- 12.4% 17.8% 20.2
Polite Banner 0.1% 0.2% 4.7% 43.4 0.13% -- -- -- -- -- -- -- -- -- -- --



Telecom Benchmarks for South Africa - Q3 2010 to Q2 2011

Impressions with

Standard Banner -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.19% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.24% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.36% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 5.8% 7.0% 9.4% 86.9 0.57% -- -- -- -- -- -- -- -- 5.6% 19.1% 171.9
728x90 10.8% 14.5% 11.6% 64.0 0.62% -- -- -- -- -- -- -- -- 10.7% 13.7% 64.6
Polite Banner 0.4% 0.9% 3.4% 32.3 0.29% -- -- -- -- 156.0 6.4% 26.0% 19.8% -- -- --
300x250 0.8% 2.2% 4.1% 45.9 0.49% -- -- -- -- -- -- -- -- -- -- --
728x90 0.1% 0.2% 2.8% 23.3 0.16% -- -- -- -- -- -- -- -- -- -- --
160x600 0.3% 0.3% 3.2% 25.9 0.31% -- -- -- -- -- -- -- -- -- -- --



31

Telecom Benchmarks for Spain - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 7.3% 10.3% 10.7% 61.7 0.57% 139.3 71.9% 63.8% 32.5% 129.4 9.6% 71.1% 9.2% 5.1% 82.5% 167.7
728x90 11.2% 14.3% 17.5% 38.3 0.89% -- -- -- -- -- -- -- -- 10.5% 66.9% 48.8
234x60 -- -- 15.5% 112.9 0.46% -- -- -- -- -- -- -- -- 21.2% 44.3% 34.4
Polite Banner 0.9% 1.4% 3.1% 47.3 0.15% 113.1 67.9% 64.7% 50.1% -- -- -- -- -- -- --
300x250 0.3% 0.7% 2.5% 43.8 0.15% 88.6 67.1% 62.7% 48.0% -- -- -- -- -- -- --
728x90 4.5% 7.1% 2.5% 48.3 0.30% -- -- -- -- -- -- -- -- -- -- --



Telecom Benchmarks for Switzerland - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- --

Formats
Rich Media
Polite Banner 0.1% 0.1% 1.7% 20.8 0.07% -- -- -- -- -- -- -- -- -- -- --
300x250 0.1% 0.1% 2.0% 18.1 0.08% -- -- -- -- -- -- -- -- -- -- --
160x600 0.1% 0.1% 1.3% 27.9 0.06% -- -- -- -- -- -- -- -- -- -- --



32

Telecom Benchmarks for Thailand - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
728x90 -- -- 18.5% 104.1 -- -- -- -- -- -- -- -- -- 20.2% 36.1% 77.0
234x60 -- -- 12.9% 64.4 0.36% -- -- -- -- -- -- -- -- 20.3% 40.4% 19.0
Polite Banner 0.3% 0.4% 4.7% 34.3 0.28% -- -- -- -- -- -- -- -- -- -- --



Telecom Benchmarks for Turkey - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --

300x250 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.18% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 0.7% 0.9% 3.9% 21.6 0.48% -- -- -- -- 17.8 0.5% 48.8% 31.6% 0.3% 13.9% 43.2
728x90 10.0% 12.0% 8.5% 58.8 0.41% -- -- -- -- -- -- -- -- 9.8% 14.0% 56.4
234x60 4.3% 3.7% 3.9% 105.6 0.15% -- -- -- -- -- -- -- -- 4.3% 3.6% 23.8
Polite Banner 0.5% 1.3% 2.7% 27.5 0.05% -- -- -- -- -- -- -- -- -- -- --
300x250 0.2% 1.0% 2.8% 27.2 0.05% -- -- -- -- -- -- -- -- -- -- --
Push Down Banner 16.4% 18.3% 16.7% 53.5 0.22% -- -- -- -- -- -- -- -- 16.3% 27.0% 63.3



33

Telecom Benchmarks for UK - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.33% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.18% -- -- -- -- -- -- -- -- -- -- --
120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- --
Rich Media

Formats
300x250 10.4% 13.5% 10.7% 60.3 0.35% 26.1 66.8% 77.3% 63.9% 17.5 4.6% 45.5% 34.0% 10.3% 23.9% 99.1
728x90 12.2% 20.6% 12.1% 52.7 0.23% -- -- -- -- 103.8 7.2% 56.7% 45.6% 12.1% 13.5% 44.1
234x60 11.9% 19.4% 7.8% 97.1 0.31% -- -- -- -- 9.1 3.3% 25.7% 15.6% 11.9% 18.8% 20.3
Polite Banner 1.2% 2.3% 3.0% 29.8 0.10% 13.7 59.6% 71.2% 57.3% 12.2 7.4% 78.5% 67.8% -- -- --
300x250 1.9% 3.9% 3.3% 29.6 0.09% 13.6 59.4% 71.2% 57.3% 21.9 3.4% 62.8% 50.9% -- -- --
728x90 0.1% 0.2% 2.5% 36.6 0.13% -- -- -- -- -- -- -- -- -- -- --
160x600 0.1% 0.1% 1.2% 19.0 0.05% -- -- -- -- -- -- -- -- -- -- --



Telecom Benchmarks for United States - Q3 2010 to Q2 2011

Impressions with
Standard Banner -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- --
300x250 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- --
728x90 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- --
160x600 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- --

Formats
Rich Media
300x250 7.6% 13.3% 8.5% 47.0 0.19% 45.5 50.2% 15.9% 4.2% 45.4 7.2% 16.0% 4.6% 10.7% 16.8% 56.6
Floating Ad 1.1% 1.1% -- -- 1.11% -- -- -- -- -- -- -- -- -- -- --
Push Down Banner 3.3% 4.4% 10.4% 21.3 0.18% -- -- -- -- -- -- -- -- 3.2% 55.4% 77.6



34

MediaMind Metrics Definitions
Metric What does it measure? How should it be used?
The number of impressions with at least one interaction out of the total number of served impressions.
Impressions with Any Impressions with multiple interactions are accounted for only once. Interactions are defined as clicks, To quantify how many of the served impressions were
Interaction Rate opening (expanding) a panel, Flash movie replay, video mute, video sound on, video pause, full screen video interacted with.
mode start / pause / end or other user-defined Interactions.
The total number of interactions out of the total number of served impressions. Impressions with multiple
interactions are accounted for multiple times. Interactions are defined as clicks, opening (expanding) a panel, To quantify the extent to which served impressions were
Interaction Rate (IR)
Flash movie replay, video mute, video sound on, video pause, full screen video mode start / pause / end or interacted with.
other user-defined Interactions.
The number of impressions that were dwelled upon out of all impressions. Dwell is defined as an active This proprietary MediaMind metric measures what portion
engagement with an ad. It includes positioning the mouse over an ad, user-initiation of video, user-initiation of impressions were intentionally engaged with. Used to
Dwell Rate
of an expansion, and any other user-initiated Custom Interaction. Unintentional Dwell, lasting less than one quantify the share of impressions that attracted users to
second, is excluded. actively engage with an ad.
The average duration of a Dwell. For impressions that were dwelled upon, this metric sums the duration of For impressions that were dwelled upon, this proprietary
User Average Dwell Time the following user initiated actions: The amount of time in which a mouse was positioned over an ad, user- MediaMind metric measures the average duration of active
(Seconds) initiated video duration, user-initiated expansion duration and the duration of any other user-initiated Custom engagement. Used to quantify how engaging an ad is to
Interaction. Unintentional Dwell, lasting less than one second, is excluded. users who were initially attracted to actively engage with it.
The number of impressions that resulted in clicks out of served impressions. A historic metric that is used For Standard Banners, serves as the only measure of the ads'
Click Through Rate (CTR)

primarily for Standard Banners. effectiveness.
Avg. Video Duration The average duration, in seconds, of the video assets that played in the ad. This metric includes user-initiated
To quantify the duration of the video that played in an ad.
(Seconds) and auto-initiated videos.
The number of times the video assets started out of served impressions with video. This metric includes user-
Started Rate To quantify the number of times videos in ads started playing.
initiated and auto-initiated videos.
Of the video assets that started playing, how many of them played up to 50% of the video's duration, out of To measure the proportion of started videos in which the
50% Played Rate
started video impressions. video played at least 50% of its total duration.
To measure the proportion of started videos in which the
Fully Played Rate Of the video assets that started playing, the portion of videos that played their full duration.
video played to its full duration.
Impressions with Any The number of impressions with at least one panel expansion out of served expandable impressions. This To quantify how many of the expandable served impressions
Panel Expansion Rate metric measures user-initiated expansions. had expansions.
The total number of panel expansions out of served impressions. This metric measures user-initiated and To quantify the extent to which expandable served
Total Expansion Rate
auto-initiated expansions. impressions were expanded.
Avg. Expansion Duration The average time a panel was expanded. This metric measures auto-initiated and user-initiated expandable To measure the time that the user spent with the banner
(Seconds) banners. expanded on the screen.

35

Media mind telecom_2011

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