Neil Perry Vice President iMedia Communications Insight Presentation: Behavioral Targeting

Agenda –What is Behavioral Targeting? –The Four Types –Case Studies

iMedia / Ponemon Study –Based on Media Director Reponses: 13% of 2005 Buys are Behavioral Targeting 21% of 2006 Buys will be Behavioral Targeting

What is Behavioral Targeting? –Targeting Web Users Based On Observed Behavior Target People, Not Pages

Four Types of Behavioral Targeting: –Publisher –Network –Ad Optimization –Computer

Publisher Side –Individual websites track behaviors, target consumers of like mind –Segment Audiences Auto, Pharma, Finance, etc.

Travel Industry Case Study –Unidentified Client –Publisher Side Behavioral Targeting + Dynamic Logic Study –Measures Actions & Attitudes

Travel Sector – Results: –100% Lift in reaching Business Travelers (vs. RON) –75% Lift in reaching Leisure Travelers (vs. RON) –18% Lift in reaching Travelers – planning trip in 6 months

Persuasion Metrics Up Brand Favorability and Purchase Intent Increased Brand Metric Measurement

Ad Network Side –BT Advertising Run Over Many Sites Broader Reach; Consistent Target Narrower Criteria

e-Diets –Buy included Behavioral Targeting, Contextural, and Run of Site Ads –Network sites –Drive visits to e-Diets –Drive Newsletter sign-ups –4X Frequency Cap

Health and Fitness Buffs Active Adults

* Index normalized to adjust for relative ad performance level differences among sites and sections where ads were distributed

Ad Optimization –An Ad Optimization Engine; a Decision Tool –Determines Appropriate Ad for Consumer at the Appropriate Time –Based on Past Site Behavior

Monster Case Study –Employed Network Behavioral Targeting + Ad Optimization Strategy –Dramatic Results

Monster Case Study –Drive employers to post jobs –Drive job seekers to post resumes –Behavioral Targeting delivered ads based on websites visited, time of day, geography, etc.

Ad Optimization Strategy –Target visitors to Monster.com Failed to post resume –Ads delivered based on behavior Adjusted frequently

Monster Results !!! Jun 04Jun 05 Job Postings 20K 40K 60K 100K LeadBack implemented Over 590,000 jobs posted to date! 80K Sept 04Jun 05 10K 20K 40K 60K 30K 50K Resume Postings 63% Increase Nearly 300,000 resumes posted to date!

Netscape –Millions of Page Views –Potential ISP Conversion Opportunity –Portal Ad Unit

Ad Optimization - Netscape –Right Message, Right Person, Right Time –Deliver Intelligent, Informed Offers

Modeling –12% of Impressions Delivers 90% of Registrations –Only Best Prospects Get Ads Balance of Inventory Sold Off –Visitors Scored Instantly And get appropriate message

Increased ISP Registrations $16.5mm in Incremental Ad Revenue

Computer Behavioral Targeting –Computer Behavior Tracked in Total; Requires download of tracking software –Usually accepted in exchange for free programs –Results in higher conversions

Questions…contact: –Nick Johnson, Revenue Science –Bennett Zucker, Tacoda –Charles Whittingham, Advertising.com –Joseph Zawadzki, Poindexter