Smart Versioning: Get Relevant, Save Money Boost Effectivenes & Efficiency to a Higher ROI Presented by: Geoffrey King ● January 2009 Everyone agrees that having multiple versions of creative is always a good thing, but the 500 lb. gorilla in the room is the time and budget needed to create multiple versions…

Agenda History of Vodafone Creative Introducing Smart Versioning Smart Versioning in Context

Creative run in the past Two main types of ad where run in the past; Standard Banner Ads Dynamic Ads (using XML to render the creative) Technical knowledge required Time consuming to change Costs associated with 3

Standard Ads Up to 12 versions of the same ad where created Each ad had to be setup and trafficked in Eyeblaster Changes to the creative could only be made by setting up a new ad and submitting for publisher approval Technical knowledge required Time consuming to change Costs associated with 4

Dynamic Ads Ad Shell Created with a hard-coded link to an XML file XML file contained all the content of the ad including; Ad Title Ad Text Click-Through Link to Offer Product Image (flash file with animations) Call to Action Ad style (background colour, text colour etc) The XML file was hosted externally on a web server Each different creative concept and size would need to be coded in Flash. Updating the ad The creative producer would upload the new Product Image (flash file) Manually change the XML file to update the fields/offer (error prone and requires knowledge of XML files) Upload the new XML file onto the external server All ads linked to that XML file would update immediately with new content Technical knowledge required Time consuming to change Costs associated with 5

Dynamic Ads – Data Flow Ad Container Get Ad Content from XML <Product Image> <Title> <Ad Copy> <Style> <Call to Action> <Link> Get Ad Content from XML Get Product Picture Technical knowledge required Time consuming to change Costs associated with 6

Dynamic Ads – Real Example Technical knowledge required Time consuming to change Costs associated with 7

Creative run in the past - Difficulties Time & Effort = Cost Each different size and creative concept required a developer to code in the new XML locations and upload the assets into Eyeblaster Customising an ad for a particular placement requires producing a different creative asset Technical Requirements Creative Producer must understand XML syntax to update an ad Not User Friendly If the producer makes a mistake with the XML the ad could show blank fields or missing pictures Additional Serving Costs XML files and Product Pictures where externally hosted mean additional serving costs from the third party. Technical knowledge required Time consuming to change Costs associated with 8

Campaign Results? Technical knowledge required Time consuming to change Costs associated with 9

Introducing: Smart Versioning

So you want to boost ROI by… Enhancing relevancy Making live updates It requires budget busting creative versions Click to build each animation Having the perfect version of an ad, or being able to cost effectively create it is key to improving your campaigns’ overall Effectiveness and Efficiency. Eyeblaster Smart Versioning is a creative production tool that empowers agencies and advertisers to improve their campaign’s effectiveness and efficiency for a higher ROI. So whether you want to… update live ads without re trafficking increase campaign relevancy with targeted ads localize a global campaign Smart Versioning can help avoid those budget busting extra versions. Localization 11

How do you do it Effectively & Efficiently? Create Flexibility Container strategy = buy blocks of media, update creative live Easy production of multiple ads = More efficient campaigns Creative Optimization = More effective campaigns Enhance Relevancy Local relevancy (Geo-Targeting) Market relevancy (localization) Targeted relevancy ( behaviorally sequenced) Optimized Relevancy (by performance) Creative Relevancy (Multi creative strategies) Global / Pan Regional Campaigns Localize creative for language, cultural norms, etc… Simplify process for local agencies; save production time Maintain creative integrity And track everything with Eyeblaster Analytics! Measure the performance of all versions Eyeblaster’s advanced reporting! Use full suite of Eyeblaster advanced analytics, including: campaign summary report Campaign Monitor Dwell Time metric custom report builder Eyeblaster Analytics™ Plug-in for Microsoft Excel

What Smart Versioning looks like Uninvited.jpg coming soon na erqei suntoma symbol Chiller Chiller symbol Quickly and easily update ads live, without the need for retrafficking.

Build dynamic ads in a snap Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plug-in In Flash developers can automatically scan existing ads or ads built from scratch to make any element dynamic: Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plug-in. From the intuitive UI in Flash ads are automatically scanned for available elements to be made dynamic. And like all Eyeblaster tools, Smart Versioning works the way you work where you work. Ads are built in the friendly confines of Adobe Flash And trafficked exactly as any ad on ACM There is virtually nothing to new to learn! text attributes | Images | Video | Sound | Flash | Etc…

Smart Versioning process Developer builds Smart Versioned ad From Eyeblaster Workshop, uploads ad to ACM or bundles for distribution Any Eyeblaster format (expandable, polite, etc) can be Smart Versioned Custom versions are easily created in moments by anyone Copy Smart Versioned ads across placements, campaigns or accounts For pan regional or even global campaigns, send ad to local teams Pull reports from Eyeblaster ACM in a way that best suits you The Smart Versioning 2-Step.

Higher ROI more effective, with more creative versions more efficient all text is lower case more effective, more efficient Higher ROI with more Only 1 Click for the entire animation. creative versions makes me smile.