Young-Bean Song Atlas Institute IAB Mixx – New York September 22 nd, 2008 Beyond the Last Ad Engagement Mapping

3 Crediting ROI to Ads 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 $

4 94% Percent of engagement touchpoints ignored by the Last Ad Standard.

5 22 % Percent increase of conversion rates of sponsored search clickers exposed to display ads.

All Sponsored Search Clicks How much of Sponsored Search is Navigational? © Microsoft. All Rights Reserved % Branded Keywords 48.3% Repeat Clicks 71% Navigational Search

7

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

Beyond Concept: Real Technology, Real Answers

How is Engagement Mapping Actionable? Yahoo has 15% more conversions E-Map allows you to customize the impact of each of these variables: + Reach + Frequency + Recency + Ad Size + Ad Type + Rich Media Interactions + Multiple Click Throughs New conversion metrics are calculated and available in MyReports Enabling quick and easy multi-variable optimization across channels

Case Study: Alltel Engagement Mapping Beta

12 What was the impact of display on Alltel’s search clickers? 56% Lift Versus Search Only

13 How did Engagement Mapping affect conversion credit across Alltel Publishers? Search -60% Display +33%

14 How was engagement to Alltel’s converters credited % Engagement (Share of Voice) Last Ad Conversion Credit E-MAP Conversion Credit

Atlas Institute Winners and Losers in the Purchase Funnel

16 Upper Funnel Lower Funnel

17 Top Funnel Sites Bottom Funnel Sites

18 Go Beyond the Last Ad  Justify budget for the entire purchase funnel  Premium CPM, Rich Media, Video and Sponsorships  Help bring offline dollars online  Digital standard for integrated measurement  Scale and integration

19 Thank You… Questions? For more info: atlassolutions.com/emap