The right ad to the right audience The new generation of digital advertising technologies are already here Jerome Grateau Head of Media Platforms, Southern & Eastern Europe, Middle East and Africa Google The objective of this short presentation is to illustrate the un-tapped potential of the last generation of ad serving tools. The tools are there and they are used by some. Marketers need to be more demanding on transparency, performance and reporting. Agencies needs to challenge their clients and develop new way of conducting their business.

We are just at the beginning… TV Internet Radio Print TV advertising took roughtly 30 years to emerge as sustainable business model. Internet was much faster but we are still just at the begining 1450 1836 1895 1922 1927 1941 1990 2010 Tech Content Users Advertising

1959 Barbie Doll ad

… and complexity will increase significantly A growing audience More websites More channels/format More data 4 4 4 4

The goal is still the same Find the right audience Deliver the right ad Advertising has always been about finding the right audience and deliver it the right message...on-line is not different

Google vision for Display advertising Simplify Performance Open Integrated platform for greater efficiency Tools to improve advertiser performance Provide open access to the industry

DFA an integrated Buy Side solution already available Ad Planner Measure- ment Creative Planning Buying Integrated Workflow New DFA / Re-targeting DFA Analytics Obviously, Ad serving technology is a key enabler and we believe DFA is a must. Our platform provides a end to end solution from planning, buying, creative and measurment. DoubleClick Studio 7 7

Efficient campaign management and reliable data to analyse with Third Party adserving Planning Measure Buying Creative Less time wasted Manage the campaign workflow from start to finish Manage the trafficking to all sites in your media buy Access a central repository for creative assets One system to serve up your rich media and video ads Numbers you can trust Consistent counting methodology (IAB, MRC compliant) for all third party ads served through DART Consistent reporting with DENT/DFP sites Standard reports across ad served display and search creatives \ (c) 2002. All rights reserved. DoubleClick Inc. 8

Measure post-impression and post-click results from campaigns Spotlight Tag Floodlight Tag Track Conversions on Your Ad Campaigns Define what a conversion means to you — a sale, download, filling out a form, etc. One Tag to Aggregate All Tags Update your tags without the hassle of changing your landing page code 9 9

Improve the ROI of your campaign with site-driven re-targeting 1 2 Differentiate customers from prospects Deliver different ads based on past browsing behavior Increase the likelihood for conversions and reduce wasted media spend I click on an ad for Estee Lauder Sensuous I get to the website but I don’t buy anything 4 3 My cookie ID is stored on a re-targeting list within DFA I am served an ad with an incentive on the next exposure

Get a detailed and yet easy-to-understand view of the results of your campaigns 11 11

Create engagement with Rich Media format, leveraging social dimension Volvo - YouTube expandable Masthead with Facebook share & Live Twitter feed – 24hr takeover 38M impressions 8.66% interaction rate 17,000 hours of brand engagement in 24 hours YouTube viewers who were exposed to the ad were 16x more likely to view Volvo content on YouTube 11x more likely to visit the Volvo website 7x more likely to conduct a Volvo branded query on a search engine 12

DoubleClick Ad Planner Data-driven new Creative approach DoubleClick Ad Planner Planning DoubleClick for Advertisers Measure- ment Integrated Workflow Buying DFA Analytics Creative DoubleClick Studio 13

Dynamic Ads of tomorrow - intelligent Ads from Teracent Ads dynamically assembled on the fly according to user profile, media or BT data Powered by real time performance optimization and insights engine delivering faster results & learning 14 14

Big performance with remarketing Challenge: ROI was unprofitable and they were overpaying for certain users Solution: Dynamic ads and data optimisation improves relevance with remarketing Visit Site Before After Now let’s combine rich media, with dynamic messaging and add in remarketing data… Again – another example of how advertisers are able to use data to enhance their ad units. Before creating a RMDA - By using the data gathered from the user visiting the site, Travelocity – the ad unit was able to accurately display content Search for travel… Simple site remarketing One-size fits all image and message Exit to generic landing page CTR: 651% Increase Cost Per Transaction: 79% Decrease Transaction Volume: 230% Increase Earnings: 133% Increase

Online Video…more than an extension of TV To truly take advantage of what advertising within online video can offer, it's not as simple as posting your TV commercial into a stream of online video content and hoping for the best. The creative has to fit the environment and how users interact in that environment. Here's a quick example... What if you gave them a choice of what ad they wanted to see? A recent study led by Vivaki found that when users could choose between several video ads before watching an online video, the viewed ad was 5x more effective than a standard pre-roll ad. Not only were click-through rates and ad recall significantly higher, but unaided awareness rose 386%. Altering the ad format, in this case to give user's choice and control, does make a big difference. Google Confidential and Proprietary 16

DoubleClick Ad Planner Data-driven audience buying DoubleClick Ad Planner Planning DoubleClick for Advertisers Measure- ment Integrated Workflow Buying DFA Analytics Creative DoubleClick Studio 17

Ad Exchange: An open, real-time auction Publisher 1 Networks Liquidity Large unique reach + Sellers Access Agency Holding Cos Publisher 2 Buyers Sellers Real-time bidding + Targeting multiple criteria AdWords AdSense Targeting Restrictions Creative Max CPM bid Min CPM Branding Restrictions

You can also leverage Google Display Network’s toolkit GDN Data Google Interest categories or your own remarketing list Targeting Google targeting suite: contextual, placement, etc Optimization Google optimization (conversion optimizer, etc) 19