The document summarizes a presentation about online advertising and attribution. It discusses Research Now and Mindshare, current online advertising tracking tools, and ADimension's unique technology that combines audience measurement with opt-in panels. The presentation includes a case study of River Island's online campaign, showing how ADimension allowed them to understand their audience and campaign effectiveness. Contact information is provided at the end.

1. Know Your Online Advertising
Campaign, Understand Your Audience
Caroline Ewings - Research Now
Malcolm Murdoch - Mindshare
Sponsored by: Organised by:

2. ADimension® - Improving Online Campaigns
Caroline Ewings, Research Now
Malcolm Murdoch, Mindshare

3. Today’s Agenda
 About Research Now and Mindshare
 Current landscape
 Current online ad tracking tools
 Our unique technology
 How does it work?
 Case Study – River Island
 Outputs
© 2012 Research Now 3

4. About Research Now
Research Now the largest online-panel provider globally
 Digital Data Collection Experts
either passively or overtly
 6.5 million + panelists globally, all opted in
 38 country panels around the World
 More than 5000 clients spanning
Europe, the Americas and Asia-Pacific
© 2012 Research Now 4

5. About Mindshare
Global Billings
£8.1 Bn
UK Billings
£710m
112 OFFICES UK Online
83 COUNTRIES £120m
5 © 2011 Research Now

6. Current Landscape
© 2012 Research Now 6

7. Online Advertising is now a £4 billion
industry
With over a quarter of all ad-spend in the digital medium, and growing, there is an
increasing need to accurately measure ROI
© 2012 Research Now 7

8. Current methods for online ad tracking for
display ads
• Traditional ad measurement tools
incorporate basic web analytics to
create top-line reach and frequency of
exposed audiences.
• Focused on audience delivery and not
ad effectiveness
• More advanced methods tried to
measure ad effectiveness through
surveys…
© 2012 Research Now 8

9. Pop-ups are the most common methodology
so should be sound?
 However, IAB slams Pop-up surveys as flawed
Feature Pop Ups
Healthy response rates O
Representative sample O
Measures delayed effect of Ad
O
Demographic profiling added to data O
© 2012 Research Now 9

10. Panel Ad Tracking
 Research Now provide the largest fully opted in cookied panels
 An EU Directive will be implemented in June, which will require opt-in
for cookie tracking.
 11 country panels cookied, 2 million panellists
© 2012 Research Now 10

11. Panel based effectiveness
© 2012 Research Now 11

12. ADimension - Gaining the whole picture
Combining Audience Measurement with Opt-in Panels
© 2012 Research Now 12

13. How it works
Step 1
Members of the Research Now panel have opted-in to be tracked on their
exposure to ad campaigns.
Step 2
We embed tags in your online creative to capture campaign details
© 2012 Research Now 13

14. How it works
Step 3
Every time a panelist is exposed to your ad, we log it.
Step 4
We add rich demographic profiling data on exposed panelists
© 2012 Research Now 14

15. How it works
Step 5
Tailored surveys are sent to exposed and unexposed panelists
Step 6
Combined data sets are delivered for you to derive insights
© 2012 Research Now 15

16. Case Study
River Island & Mindshare
© 2012 Research Now 16

17. What we wanted from the project
• Can Online Drive Brand Metrics for our Client?
• Is the effect measurable?
• Are we reaching the right people?
17 © 2011 Research Now

18. Online Drove Brand Metrics
40%
33%
30% 27%
Uplift in Metric
23%
20%
10%
0%
Ad Recall Fashion Authority Reported Purchase
18 © 2011 Research Now

19. We reached (mostly) the right people
0-17 2%
None / not specified 6%
18-24 24%
F 0%
25-34 25%
35-44 19% E 11%
45-54 16% D 8%
55-64 10%
C2 15%
65+ 4%
C1 33%
B 20%
Male 29%
A 7%
Female 71%
19 © 2011 Research Now

20. Reassuringly, More online advertising =
more ad recall
16%
15% Ad Recall
% Recall Seeing the Online Ad
14% Average among exposed
13% Average among control
12%
11%
10%
9%
8%
7%
6%
0 2 4 6 8 10 12
# of Ad Impressions
Line estimated from exposed and non-exposed respondents, n=1,062
Slope estimation significant at 95% confidence level
20 © 2011 Research Now

21. Outcome
• Proof points to make us happy with the role of online display for
their activity
• Benchmarks for future online campaigns
• Reassurance around the delivery of our audience buying
– Hard to verify demographic data around the activity
21 © 2011 Research Now

22. Outputs
© 2012 Research Now 22

23. Outputs
Impressions over time with demographics
© 2012 Research Now 23

24. Outputs
Likelihood to purchase
© 2012 Research Now 24

25. Outputs
Normative summary
© 2012 Research Now 25

26. In Summary
 Legislation is evolving however, our panel model obtains
specific consent to track passively – PII is protected (opted in)
 Digital advertising set to become even more important
 ADimension allows you to understand your audience, and the
effective of a campaign on the brand.
 FINAL POINT TO BE ADDED
© 2012 Research Now 26

27. Contact
 Caroline Ewings
Client Development Director – Ad and Media
Research Now
020 7921 2400
cewings@researchnow.com
 Malcolm Murdoch
Director of Digital Data and Performance
Mindshare
© 2012 Research Now 27

28. © 2011 Research Now 28

29. Viva Attribution! Revolutionising
Digital Spend
Christian Howes - Tagman
Sponsored by: Organised by:

30. Revolutionising Digital Spend
Jon Baron, CRO and Co-Founder, TagMan
#TFM2012
@tagman

31. AGENDA
• Quick intro to TagMan
• The attribution landscape
• Challenges
• Getting started – TUI Travel
• Boden – another take
• 3 tips to quickly improve your ROI
• Takeaways
#TFM2012
@tagman

32. About TagMan
#TFM2012
@tagman

33. Typical Ecommerce Company Landscape
#TFM2012
@tagman

34. Leading to Data Overload
#TFM2012
@tagman

35. So, where do you begin?
#TFM2012
@tagman

36. Case Study: TUI Travel Specialist Group
 Winter & Summer holidays
 Operating in 180+ countries with over
30 million customers
 19 million web visits annually
 Annual revenue of £590m
#TFM2012
@tagman

37. TUI’s Challenges
#TFM2012
@tagman

38. STRATEGY
• Manage marketing tags in TagMan
• Understand and analyse full customer
journey to sale
• Ignore conversions with one step in the path
• Attribution Model Testing
• Real-time deduplication of affiliate spend
for immediate savings
#TFM2012
@tagman

39. RESULTS
• Increased marketing budget overall!
• SEO spend up 6-fold
• Generic PPC investment up 3-fold
• Site development priority changes
And...
• Better understanding of brand and
channel crossover
• Testing attribution models – ease of
switching campaigns on and off
• Launch new campaigns quickly and easily
#TFM2012
@tagman

40. A different take: Boden
First Click Assist Assist
Last Click
? ?
? ? ?
? ?
? ?
#TFM2012
@tagman

41. Results
Optimise all online campaigns!
• Single view of customers
• Actionable insight
• 10% Instant savings on CPA
#TFM2012
@tagman

42. It’s not just TUI and Boden who are benefiting...
#TFM2012
@tagman

43. So, what
now?
#TFM2012
@tagman

44. Step 1
#TFM2012
@tagman

45. Step 2
#TFM2012
@tagman

46. Step 3
#TFM2012
@tagman

47. Thank You!
E: contact@tagman.com
jon.baron@tagman.com
T: @tagman
#TFM2012
@tagman

48. Innovations in Behavioural Targeting -
What to Look Out for in 2012
Neil McClements - Merchenta
Sponsored by: Organised by:

49. RTB: Publishers Get Higher eCPMs.
Brands get more value. Fact or fiction?
Julia Smith - Jemm Group
Sponsored by: Organised by:

50. "Men Are From Mars, women are from
Venus": How online advertisers can
communicate more effectively with women
Gail Parminter - Madwomen
Sponsored by: Organised by:

51. New Levels of Consumer Engagement
with Semantic Advertising
Damon Francis - ADmantX
Sponsored by: Organised by:

52. New Levels of Consumer Engagement
with Semantic Advertising
Damon Francis
Business Development Director

53. Online Spending Up
But Growth Slowing

54. Means $12.4 Billion Wasted
• $40 billion spent but 31% of ads never
seen
• Scrolled past ad
• Never scrolled to ad
• 4% of ads delivered to geography
where the product is not available
• 72% of campaigns on sites "not brand
safe."

55. Current Contextual Methods
&

56. “State of the Art” in Online Advertising

57. “State of the Art” in Online Advertising

58. “State of the Art” in Online Advertising

59. “State of the Art” in Online Advertising

60. Bad Ads Weaken Content Relationships
Audience
Producer drops ad price to sell more ads. Ineffective ads generate less clicks.
Less ad price means more cost control on Less clicks means less product sold
quantity and quality of content. for marketer.
SEO Keywords
Producer Display,
Marketer
Text Ads
Less product sold means less to spend
supporting content generation.
Less quality content means less audience.

61. What Is to Be Done?
“You will know a word by the company it keeps”
- Firth
“It is one of the great marvels of life that, across
languages, culture and history, it is possible, with sufficient
knowledge, effort and insight, to truly understand the
meanings of other peoples’ emotions and mental states”
- Richard A. Shweder

62. The Revolution Is Semantics
• Semantics (from Greek "σημαντικός" - semantikos[1][2])
establishes meaning. It typically focuses on
the relation between signifiers

63. Brooke Aker – Kindergarten, 1963
Advanced Contextual Methods

64. Advanced Contextual Methods for
Display Search Advertising Search Engine
Advertising Marketing
Display Search Keyword
Ad Server Ad Server Bidding
No Mistakes No Mistakes Less Obvious,
Cleared Inventory Cleared Inventory Less Costly
Higher Ad Prices Higher Ad Prices Keywords

65. Contextual Processing

66. Proof Metrics
Consumer
Display Ads Airlines Fashion Products
Improved CTR + 200% + 140% + 160%
Search Ads Admantx Google
+ AdSense AdSense
CTR 2.63% 0.93%
Click Value 0.22 Euro 0.13 Euro
CPM per Page 0.65 0.13
Traffic Increase + 77% --

67. + 40% more Ad Engagement
“If there is one thing the study makes exceedingly clear, it is that the
combination of contextual and behavioral targeting is much greater
than the sum of its parts”

68. THANK YOU
Damon Francis
dfrancis@admantx.com follow us on:
www.admantx.com
Office +44 (0)207 183 0305 www.blog.admantx.com
Mobile +44 (0)7517 274206 twitter @ADmantX