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Campaign Analysis – Elinor 80 Campaign dates: November 24, January 1, 2007 Vertical: Auto Enter your for price offer:

Campaign Analysis – Elinor 80 * Out of all expandable banners Ordered Impressions: 150,000,000 | Served Impressions: 105,492,716 | Delivery Rate: 70% Performance Summary Served Impressions Total Expansion Expansion Rate * Expansion Duration* (avg. sec) Video Duration (avg. sec.) IRCTR 105,492,7167,384,4907%61954%0.09% Auto Benchmark: 11%554726%0.30% The Video duration and Expansion duration numbers are high comparing the benchmark numbers  this demonstrates the users’ interest in the creative.

Campaign Analysis – Elinor 80 Number of Impressions % of Impressions Time (avg. sec.) Served Impressions 105,492,716N.A Impression with one Interaction 5,274,6345%2 Impressions with one Click 99, %N.A Impression with one Expansion 7,284,4887%61 Impressions with a video 3,164,7803%95 People% of people Time (avg. sec.) Unique Impressions39,805,727N.A Unique interacting users4,378,63011%2 Unique clicking users 85, %N.A Unique Expandors6,368,91616%61 Unique Video Viewers 2,823,4017%95 Quality of Delivery Quality of Reach By PeopleBy Impressions  The Quality of Delivery table presents the quality of different aspects of the creative delivery out of their relevant impressions’ potential.  The right table shows different angles of the quality of Reach out of the total unique impressions.  The Quality of Delivery table presents the quality of different aspects of the creative delivery out of their relevant impressions’ potential.  The right table shows different angles of the quality of Reach out of the total unique impressions.

Campaign Analysis – Elinor 80 Site Name Served Impression Unique Impressions Avg. Frequency Exclusive Unique Impressions Exclusive unique Rate Expansion Rate Interaction Rate AOL Service28,274,54814,776, ,003,64188%8%5% MSN.com29,043,30912,682, ,018,80279%7%4% Yahoo!18,640,6596,647, ,451,06382%9%8% Others29,534,200NA N.A 5%2% Totals105,492,716 39,805, N.A 7%4% Auto Benchmark26% Performance by Publishers  Although MSN had the highest number of impressions, the highest reach was with AOL.  88% of AOL viewers saw this campaign only in AOL site  optimal Reach.

Campaign Analysis – Elinor 80 Performance by Frequency  It took 3 impressions for a specific user to reach the highest Expansion rate.  The 1 st impression of the creative yielded the highest CTR.  It took 3 impressions for a specific user to reach the highest Expansion rate.  The 1 st impression of the creative yielded the highest CTR.

Campaign Analysis – Elinor 80 Format Size / Type Total impression Expansion Duration (sec) Expansion Rate Interaction Rate CTR 728 * 90 / Expandable57,183, %5%0.09% 160 * 600 / Expandable28,735,736546%3%0.08% 300 * 250 / Expandable19,573,230514% 0.05% Total of all Ads105,492,694617%4%0.09% Auto Benchmark5511%26%0.30% Performance by Ad Format More than half of the campaign total impressions were for the 728x90 Expandable Ads. Furthermore, this format also had the highest expansion rate. More than half of the campaign total impressions were for the 728x90 Expandable Ads. Furthermore, this format also had the highest expansion rate.

Campaign Analysis – Elinor 80 Ad Name / Publisher Video Duration (Sec) Video Start Rate Video 50% played rate Video Fully played rate 728X90_rollover – AOL1484%41%30% 728X90_rollover – MSN1292%48%36% 728X90_rollover - Yahoo!1003%31%21% Totals of all video ads953%37%26% Auto Benchmark471%38%29% Performance of Video Ads (Top 3) Video average start rate of 3% is extremely impressive given the Auto vertical benchmark of 1% and the fact that in order to view most of the ads, the user had to both expand and then press play - a 2 steps process!

Campaign Analysis – Elinor 80 Summary All ads are expandable banners, some with video. The most tracked events are the video and expandable metrics. average video duration is double than the Auto vertical benchmark (94.85 Vs ) video start rate is 3%, for user initiated it is an impressive result. expansion duration is very long, especially considering the fact that all ads were user initiated. The media agency selection of publishers was accurate, and yielded maximal Reach of users – almost 80% of each site viewers saw this campaign in that site only. It took 3 impressions for a specific user to reach the highest Expansion rate. The 1st impression of the creative yielded the highest CTR. More than half of the campaign total impressions were for the 728x90 Expandable Ads.Furthermore, this format also had the highest expansion rate. The following features should be considered in future campaigns in order to increase campaign performance: custom interactions should be added to the creative to achieve optimal measurements. For example, add interaction on the ‘Locate store’ button. additional formats should be considered. For example use Synchronized ads to increase interactivity. consider the use of additional features like Behavioral Ads to change the creative based on previous user interaction. For example, use Data Capture premium feature to allow the user entering his contact details and have this data available for the agency use easily.