TACCM 2015 Conference Viewability and Attribution: How Successful Is Your Online and Mobile Recruitment Campaign?

TABLE OF CONTENTS Q1MEDIA OVERVIEW WHAT IS VIEWABILITY? HOW TO IMPROVE IT? 3 KEYS OF VIEWABILITY LAST CLICK ATTRIBUTION VIEWTHROUGH ATTRIBUTION PUBLISHER OVERVIEW QUESTIONS THANK YOU

Q1Media is a media and technology company focused on creating and scaling the highest quality inventory across video, mobile and display. We’ve developed the Ad Quality Platform with one goal: high quality, high performing and highly viewable ad products for publishers and advertisers. The Ad Quality Platform partnered with Q1Verify is leading the industry in addressing viewability and combatting fraudulent and bot traffic. We are one of the most trusted inventory suppliers on the web ranking number 4 by Pixalate’s Trusted Seller Index. We are a top 10 comScore-ranked property and one of the largest suppliers of inventory built on our direct publisher relationships. Q1Media is a Deloitte Technology Fast 500, Forbes 100 Most promising company, Inc Fastest Growing Company and are consistently named one of the best places to work in Texas.

VIEWABILITY

Viewability is the measure of how many of your impressions are being seen by the intended individual on their laptop, PC, or mobile device, as well as how long they remain in view. The Internet Advertising Bureau and also the Media Ratings Council judge that a Viewable impression is: “One where at least 50% of the ad is completely in-view on the user’s browser, for at least 1 sec. in Display’s case, and at least 2 sec for Video.” WHAT IS VIEWABILITY?

ON AVERAGE, HOW MUCH OF DIGITAL MEDIA AD IMPRESSIONS ARE VIEWABLE?

50% GOOGLE, NOV. 2014

-Print – Page placement, proximity to front page -TV/Radio – Daypart, popularity of programming -Digital – Measurement, Optimization, Better Publishers and Vendors WHAT CAN I DO TO IMPROVE IT?

-Print – Estimated, subscription numbers with potentially outdated address information and knowledge of who in household is actually reading. -TV/Radio – Estimated, self-reported usage reports from individuals on programming watching/listened to. Also speculative because of various viewers/listeners on each device. -Digital – Technology exists to measure this, report on this in real-time, and optimize your campaign in the middle of running to improve overall viewability %’s WHAT CAN I DO TO IMPROVE IT?

-Quality of Publisher -Page Placement and Creative Size -Performance Varies by Industry  Arts & Entertainment and Gaming are among highest. Education/Career is middle of pack. 3 KEYS OF VIEWABILITY

AVERAGE STATS 50.5% In View Rate 80.9% Attention Quality Hover RateIn View Time 20.0 sec sec 10.4% 30.61% Industry Average* Q1Media v Slider Industry Average*Q1Media v Slider Industry Average* Q1Media v Slider 47.47% 29.2% 108% Longer in View 60% Better Completion 194% Longer Hover Rate 63% More Attentive Industry Average* Q1Media v Slider

-You’re getting a higher quality of impression, one that’s much more likely to engage the user -Ask the partner for a threshold of viewability %  50%  60%  75% -Better inventory inevitably will lead to more premium rates BETTER INVENTORY

ATTRIBUTION

-By default, this is the most popular system of attributing success to an online advertising campaign. -Better options exist LAST CLICK ATTRIBUTION

Last Click Attribution is the system of web marketing analytics whereby a conversion - such as a user clicking on an ad, going to your school’s website, and then submitting an application on your admissions page, is credited to the last advertisement the user saw, whether that’s a display, video, search, social or any other type of ad. WHAT DOES IT MEAN?

One great flaw in typical web analytics attribution is that, these days, many visitors come to your website multiple times before converting, and you need to choose whether you want the credit for a sale to go to the “first click” that brought them to you, or to the “last click” that brought them to you DOES IT WORK?

-Placing a pixel on the user’s computer once they’ve seen your ad, which then fires another pixel once they’ve completed an a conversion, or enrollment application. VIEWTHROUGH ATTRIBUTION

-Simple process, and can tell you not just when a user has clicked through and immediately converted, which can be more uncommon, but also when a user may come to the landing site and begin/complete the application at a later date. VIEWTHROUGH ATTRIBUTION

-Set any amount of time to measure against -Get a more accurate idea of how well your campaign is performing at driving engagement and retention. -See how your on-site content can be revised based on how users are converting for applications. -See where your investments should be focused. WHAT ARE BENEFITS?

PUBLISHER PARTNERS

QUESTIONS?

We look forward to partnering with you. Feel free to contact us. THANK YOU Los Angeles 300 Continental Blvd Suite 615, El Segundo, CA Austin Century Oaks Terrace Suite 470, Austin, TX headquarters New York 79 Madison Ave New York, NY