The World is Round: Navigating Digital Advertising in 2009 Esco Strong July 23 rd, 2009

Creatures of Perception

The World is Flat

Perceptions Can Be Changed

Perceptions of Others

Advertising is About Perceptions

How Do We Perceive Digital Advertising in 2009?

9 The Last Ad Standard –Last Ad Clicked –Last Ad Viewed The Reality Campaigns reach consumers multiple times, across multiple channels, over extended periods of time $ $ $ $ $ Search Google Banner Yahoo Rich Media & Sponsorship MSN Banner CNet Banner Sky Sports $ Crediting ROI to Ads

10 94% Percent of engagement touchpoints ignored by the Last Ad Standard.

11 22 % Percent increase of conversion rates of sponsored search clickers exposed to display ads.

12 All Sponsored Search Clicks 59.6% Branded Keywords 48.3% Repeat Clicks 71% Navigational Search How Much of Sponsored Search is Navigational?

The Long Road to Conversion Cumulative Frequency

The Digital Purchase Funnel

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16 A New Model for Conversion Attribution Frequency Conversion Attribution Recency Ad Size Rich Media C Daypart Order Targeted Interactions = Week 1Week 2Week 3Week 4

Short windows = Shortsighted ROI $ Sale Search In-Stream Video Social Media Portal 75% of View Conversion Windows are Less than 14 Days Month 1Month 2Month 3 94% more data beyond the last ad.

18 Case Study: Alltel Engagement Mapping Beta

19 56% Lift Versus Search Only What Was the Impact of Display on Alltels Search Clickers?

20 Search -60% Display +33% How did EMap Affect Credit Across the Top Publishers?

21 % Engagement (Share of Voice) Last Ad Conversion Credit E-MAP Conversion Credit How Was Engagement to Alltels Converters Credited?

1.Track consumer entire experience across channels Third party ad-serve all channels Purchase Funnel Analysis 2.Quantify and optimize the value beyond the last ad Search/Display Synergy Analysis Engagement Mapping Reporting 3.Lengthen conversion windows to leverage more consumer history Action Tag Settings How Can We Make Our World Round?

23 Gracias… ¿Preguntas? Para mas información: atlassolutions.com/emap