Banners, PopUps, Streaming and other Online Media Strategies Presented by: Susan Bratton CEO, Cendara, Inc. September 5, 2002 Power of eMarketing

Plan of Action Definitions and research Technology and marketing vendors Demos and Stats Q&A

Definitions – Ad Models Interstitials: an advertisement that appears in a separate browser window while you wait for a Web page to load Interactive Messaging Units (IMUs):larger ad units that enhance branding and deepen customer interaction with your products and services PopUp/PopUnder: separate browser window ad that launches over/under a Web page Streaming: larger file size delivered by a technology that streams small amounts of data over a period of time, to minimize download interruptions

Definitions – Ad Tracking Cookies and Tags: a message given to a Web server to identify users and possibly prepare customized Web pages for them – one by one pixels that allow you to track Profiling: determine distinctive characteristics of a Web user Targeting: creating marketing offerings for specific markets

Definitions – Media Strategies Sessions: multiple messages, usually episodic, delivered over multiple pages views on a single site. Road Blocks: placement of all ads on a single page by one advertiser to gain complete attention of viewer. Used often at sites on pages where banners and buttons have not been reformatted to larger ad units. Day Part: terminology taken from television, means buying “temporally” or by time of day.

Research

Jupiter Media Metrix Case Study More Sites Means More Reach

More sites means more reach NewsFinanceMusic CNNYahoo FinanceMTV MSNBCMSN MoneyYahoo Music Yahoo NewsCBS MarketwatchMP3.com NYTimesQuickenMSN Music Jupiter Media Metrix

Number of Sites Advertised On NewsFinanceMusic One site only Two of four sites Three of four sites Four of four sites % Difference Between One and Four Sites 36%56%67% Average Audience Reached with a Four-Million Impression Ad Campaign August 2001 – At home/work combined in the U.S. Jupiter Media Metrix

ComScore Case Study Media Plan Evaluation (for leading travel company) Comscore Networks 2002

Allocating Ad Dollars Online Sales Grew Over the Past Year, Driven by the Travel Category Comscore Networks 2002

41% 15% 8% 6% 5% LYCOS EXCITE ALTAVISTA AT&T WORLDNET WEATHER.COM Q Ad Spending Top Sites Allocating Ad Dollars Q4 Spending Focused on High Traffic Sites Comscore Networks 2002

LYCOS EXCITE ALTAVISTA AT&T WORLDNET WEATHER.COM mapsonus.com sonypictures.com superpages.com foodtv.com ezsweeps.com Allocating Ad Dollars Many Smaller Sites Have a Higher Travel BPI* *Buying Power Index Comscore Networks 2002

Ad Dollars Other Sites May be More Cost Effective Due to Their Higher Travel BPI *=(Impressions)(BPI/100) **=Actual/Weighted Impressions Comscore Networks 2002

A Little About Broadband

Broadband Research Allocating The number of broadband subscribers in the United States increased 14.2 percent in the third quarter of 2001 from the second quarter of In the second quarter, the number increased 14.9 percent from the first quarter, and it grew 25.8 percent in the first quarter from the fourth quarter of 2000 In Stat predicts 46 million broadband subscribers worldwide by the end of 2002 (from 16 million at the beginning of the year). Jupiter Research predicts 35.1 million US broadband households by ARS Research In Stat, July Jupiter 2001

Levers and Dials

1.Click to web site 2.Click within 3.Microsite 4.Interstitial Acquire Customers with Ad Models that Fit Campaign Objectives

Acquire Customers with Ad Functionality that Fit Objectives Emotional brand advertising Commerce Product demonstrations and presentation New or complex product information Game play Coupons and sampling Test market Special offer/ sweepstakes Cross-sell/upsell Mass customization Subscriptions Live data feeds

Target Up Front for Back End Impact TARGETING DIMENSIONLIFT Contextual/Keyword10x-15x Demographics4x-6x Age Gender HH Income Presence of Children Geographics4x-6x Technographics4x-6x Browser Type Computer Connection Speed Time-of-Day Psychographics Behavioral Preferences Custom Profiles/ Intendor Models

Communications Effectiveness Metrics Awareness Comprehension Persuasion Likeability

Online Advertising Delivers Results Consumers who remember online advertising are significantly (15%) more likely to express purchase interest in the brand Consumers who remember seeing online advertising have more positive associations with the brand – a 14% increase in positive dimensions associated with the brand IPSOS-ASI

Rich Media Gets Results Rich media ads averaged a 4.32% response rate – a 340% increase over typical banners 61% remembered the rich media ads versus 30% who viewed standard banners Wired Digital Online Advertising Study March 1999

Broadband Rich Media Gets Results Double interaction – “click through” Increase recall by 34% Increase comprehension and brand imagery by 30% Increase likeability by 20% >50% spent : min. within the ad experience IPSOS-ASI Rich Media I and II Studies Network 1999

7 out of 10 find broadband advertisements to be “as good as or better than” television commercials 9 out of 10 find broadband advertisements to be “as good as or better than” print ads IPSOS-ASI Rich Media I and II Studies Network 1999 Consumers Like Rich Media

Why Consumers Like It Product Understanding Product Trust Trusted Information IPSOS-ASI Rich Media I and II Studies Network 1999

Vendors

Vendors – Rich Media -Ad Interax – -Bluestreak – -CheckM8 – -Eyeblaster – -Point Roll – -Unicast (Enliven/Ad4Ever) – -United Virtualities – -Viewpoint –

Vendors - Streaming -Eyewonder – -iFilm – -HiWire – -Lightningcast – -Microsoft Windows – -Real Networks –

Vendors – Media Strategies -Atlas DMT – -Centrport – -DoubleClick – -Media Port – -WebRF –

Demos Ad4Ever IMU’s Eyewonder

Eyewonder and Diet Coke Objective: Multi platform campaign to strengthen new Diet Coke positioning as a fun and playful beverage for fun playful adults Considerations: Ability to deliver video impressions online was very valuable in accomplishing complete synergy of messaging across all platforms – cost effectiveness of using same video important also Action: Delivered 25M impressions in one week across 11 properties – 2 time frequency cap Results: -The ads reached approx million unique users in 5 days -8% of users watched entire :30 spot and replayed -90% of users watched the entire :30 spot and did not turn audio off or leave page -4.5% of users hit "zoom" and expanded the video

CNet’s Messaging Plus (MPU) Stats Specifically, 48% of respondents remembered seeing the MPU after viewing it only once The words ‘eyecatching’(51%), ‘interesting’ (45%) and ‘intriguing’ (35%) were most often used to describe MPUs Unaided brand awareness increased over 74% versus the control group of the MPU, users were more likely to associate the advertised brand with the specific category being advertised CNET/Millward Brown

Q&A Thank you Susan Bratton CEO, Cendara, Inc