The document describes a proprietary social ad product called "Social Momentum" that is claimed to increase click-through rates (CTR) and branding metrics for display ads. It works by overlaying relevant social data and endorsements from a user's communities on existing ads. Case studies showed CTR increases from 300-800% for various brands. The company offers to test the product on a campaign, guaranteeing at least a 100% CTR increase over control ads or there is no charge. Internal benchmarks demonstrated CTR lifts across multiple advertisers and ad formats.

1. Newly Released Study
Demonstrates Brand Lift and CTR
Increase when Display Ads are
“Socialized”
What does this mean for you?
1

2. Most ads are ignored or irrelevant—
This can be changed quickly and easily!
• Add relevancy by connecting the audience to
something unique, relevant, and immediate within
their social grid.
• Add the novelty of real-time information to draw the
audience in to the “message” of the ad.
• Improve ANY existing display add with a “bolt-on”
enhancement that increases its appeal and relevancy.
Improve the performance of any campaign in less than
24 yours, without doing any work yourself.

3. Socialmedia.com Presents:
“Social Momentum”
• A proprietary social ad product that lifts CTR by 100-
500+%.
• A proprietary social ad product that delivers positive peer
influence by converting standard ads into dynamic, user-
targeted social endorsements.
• A proprietary social ad product that “bolts-on” to your
current creative-- regardless of the ad unit, the media
placement, or your current ad serving or ad targeting
choices.
You change NOTHING in how you run, traffic, or measure.
3

4. “Social Momentum”—
the easy solution to “socializing” ads
Background:
• Consumers are compelled by the endorsements and actions of their
communities.
• Advertisers can NOW deliver customized social endorsements directly
through ads, in real time.
• Social Momentum ads dynamically display the optimal community data to
elicit the desired user action.
Results:
In a series of A/B tests with leading brands and publishers; the Social
Momentum product dramatically boosted performance.
– CTR: additional consumers to landing page
– Branding: higher ad engagement, time spent within ad
4

5. How it works
• Relevant social data is automatically layered on top of your existing
creative
• The relevant social data will create peer influence and community
endorsement that will increase performance
• The data is updated in real time, and is relevant to the audience to
which it is shown (different ads shown to different communities)
SocialMedia.com5
Bubble
Expands

6. Examples
• Each message is optimized by selecting from a series of communities to which
the consumer belongs and by sharing the consumer actions that display a
community’s endorsement for the product.
• The social data can be chosen based on each individual’s dynamic profile-- such as
location, contextual affinity and demographic targeting.
• The consumer actions can come from user engagement with the ad, data from the
advertiser or data from other portions of the campaign.
6

7. Recent Case Studies
Increased AOL’s
Kitchen Daily
performance by up to
500%
SocialMedia.com7
Increased
1800Flower’s
performance to 80%
Increased
GameTap’s
performance to 300%

8. Case Study: Harrah’s Hotel and
Casino
8
Advertiser: Harrahs Publisher: Valueclick Network
Date: June – August 2010 Budget: $30K Impressions: 6.0 million
Results: Initial impressions showed that the non-gender specific message of “People in US”
performed 130% higher than the message targeted to males and 50% higher than the
message targeted to females. Campaign was optimized toward “People in US” creative
and overall campaign performance increased 150% to a CTR of 0.25%.

9. Results:
• Pairing traditional creative with the Social
Momentum ad-enhancement unit resulted in CTR
boosts of 300-800%.
• Success spans multiple categories, various targets
and placements ranging from premium to remnant
inventory
• Brand Recognition and Preference was lifted as a
result of “socializing” the display ads to add a degree
of relevancy to each recipient

10. The Offer (you can’t refuse)
• Test campaign:
– 10M minimum impressions
– A/B testing on creative and placement
– Sharing of any back end conversion metrics for
optimization
If there is not a minimum of a 100%
improvement in CTR over the
control ad, you pay NOTHING.
10

11. Appendix:
SocialMedia.com
Research Summary
11

12. Internal Benchmark
• SocialMedia.com conducted an internal study to
benchmark Social Momentum performance.
• Worked with 6 different advertisers to lift CTR of the
following control ads.

13. Internal Benchmark
• Paired self-optimizing Social Momentum ads with
control ads to test a virtually unlimited number of
creative combinations.
one of
millions

14. Internal Overlay Benchmark
• Trafficked control and overlay pairs on hundreds of
sites via Google Ad Exchange 2.0

15. Internal Benchmark
Each statistic represents a progressive optimization in the ad’s visual representation and/or
content classification, resulting in a new generation of tests.
90% confidence interval used to determine generational successors