1. H&M - H&M Spring Fashion Part 1 - GCM (USA) Campaign Summary Report
3/11/ /16/2009
Campaign Summary Report

2. Total Campaign Performance
H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Total Campaign Performance
Eyeblaster Data
Total
Eyeblaster Benchmark
Served Impressions
36,483,112
Average Dwell Time
24.81
Interaction Rate
14.85 %
CTR
0.28 %
CTR Rich Media:
0.53%
CTR Std Banner:
0.15%
Clicks
103,823
Unique Impressions
13,536,431
Average Frequency
2.70
Unique Interacting Users
2,369,430
Unique Clicking Users
92,190
Video Start Rate
42.71 %
60.20%
Unique Video Viewers
6,141,536
Expansion Rate
15.09 %
30.19%
Unique Expanding Users
1,126,588
* The Summary Presentation data appears in GMT -5 EST
**Publishers with more than three percent of the total Served Impressions appear in the pie chart. 'Other' represents the remaining publishers.

3. H&M Spring Fashion Part 1 - GCM (USA)
Creative Samples
Ad Name
Publisher Site(s)
Expand_test_spring
WhoWhatWear.com, Sugar Inc., thrillist.com, Conde Nast, Glam.com, Hachette Filipacchi, Hearst Digital Media, Instyle - Time, Time Inc. Network
H&M_1059_Ex_Leaderboard_Test
Conde Nast, Glam.com, Hachette Filipacchi, Hearst Digital Media, Sugar Inc., Time Inc. Network, Instyle - Time, WhoWhatWear.com
H&M_US_1059_160x600_catwalk_Low_Spec
Glam.com, Hachette Filipacchi, Sugar Inc., Time Inc. Network
H&M_US_1059_160x600_catwalk_MenOnly
Glam.com
H&M_US_1059_300x250_Catwalk_menonly
Conde Nast, thrillist.com
H&M_US_1059_Video_User_INI
HM 1069 US 160x600 Rich
Glam.com, Hachette Filipacchi, Sugar Inc.
HM 1069 US 300x Expand
Glam.com, Hachette Filipacchi, Sugar Inc., Time Inc. Network, Instyle - Time, WhoWhatWear.com
HM 1069 US 300x x250 Expand Male
HM 1069 US 728x Expand Video
Glam.com, Hachette Filipacchi, Sugar Inc., Time Inc. Network, Instyle - Time
HM_1059_Spring_US_160x600_2images
Time Inc. Network
HM_1059_Spring_US_300x600_2images
Hachette Filipacchi
HM_1059_Spring_US_730x440
Conde Nast
HM_US_1059_Video_MPU
Conde Nast, Hachette Filipacchi, Hearst Digital Media, Sugar Inc., Time Inc. Network, Instyle - Time, WhoWhatWear.com
Spring_test_sky
Sugar Inc., Glam.com, Time Inc. Network

4. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Engagement Summary
Publisher Name
Served Impressions
Interaction Rate
CTR
Users Average Dwell Time (Sec)
Total Expansions Rate
Expansion Average Duration (Sec)
Video Started Rate
Video Average Duration (sec)
Glam.com
4,603,729
9.76 %
0.11 %
30.60
6.12 %
29.35
50.40 %
15.16
Instyle - Time
4,223,531
23.19 %
0.27 %
15.56
20.21
75.09 %
7.58
Hearst Digital Media
3,124,049
33.27 %
0.20 %
33.40
13.57 %
35.02
75.28 %
14.32
Conde Nast
2,780,716
35.23 %
0.22 %
18.87
5.50 %
46.68
65.51 %
8.49
Time Inc. Network
2,709,440
23.71 %
0.40 %
17.66
11.75 %
19.91
79.20 %
7.97
WhoWhatWear.com
1,834,049
43.73 %
0.24 %
31.39
12.70 %
52.66
90.46 %
13.17
Hachette Filipacchi
1,513,666
17.86 %
0.46 %
34.70
14.94 %
31.71
73.07 %
15.79
Sugar Inc.
1,365,708
14.53 %
0.15 %
25.77
5.08 %
40.88
71.92 %
10.67
thrillist.com
24,966
20.90 %
0.81 %
38.87
14.60 %
48.33
90.69 %
5.51
Totals
22,179,854
24.19 %
24.81
9.56 %
30.93
70.25 %
11.32
* Engagement Summary slides contain data about Rich Media content only. ‘Totals’ values may differ from Total Campaign values

5. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Engagement Summary
* Top ten publishers sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q2 '07 - Q1 '08, Europe, Retail
Interaction Rate
CTR Rich Media
Total Expansion Rate
Video Started Rate
23.00%
0.53%
30.19%
60.20%

6. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Engagement Summary
* Top ten publishers sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q2 '07 - Q1 '08, Europe, Retail
Expansion Average Duration (sec.)
Video Average Duration (Sec)
46.49
41.93

7. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Unique Metrics
Publisher Name
Unique impressions
Average Frequency
Unique Clicking Users
Unique Clicking Users Rate
Unique Interacting Users
Unique Interacting Users Rate
Unique Expanding Users
Unique Expanding Users Rate
Unique Video Viewers
Unique Video Viewers Rate
Time Inc. Network
4,844,445
2.16
31,294
0.65 %
400,064
8.26 %
209,868
4.33 %
1,130,007
23.33 %
Glam.com
2,545,790
2.80
7,214
0.28 %
236,078
9.27 %
160,798
6.32 %
1,048,989
41.20 %
Instyle - Time
1,692,988
3.99
17,789
1.05 %
357,215
21.10 %
186,580
11.02 %
918,096
54.23 %
Hearst Digital Media
1,411,050
2.21
6,296
0.45 %
525,322
37.23 %
250,003
17.72 %
1,061,731
75.24 %
Conde Nast
1,121,865
2.57
7,933
0.71 %
404,044
36.02 %
79,576
7.09 %
705,860
62.92 %
Hachette Filipacchi
1,069,882
2.55
16,949
1.58 %
134,726
12.59 %
119,133
11.14 %
493,677
46.14 %
WhoWhatWear.com
701,216
2.91
4,291
0.61 %
268,990
38.36 %
101,833
14.52 %
524,356
74.78 %
Sugar Inc.
646,423
2.11
2,194
0.34 %
130,759
20.23 %
50,664
7.84 %
483,397
thrillist.com
13,306
1.88
1,861
13.99 %
4,043
30.38 %
2,322
17.45 %
11,615
87.29 %
People - Time
0.00 1
0.00 %
Totals
13,536,431
2.70
92,190
0.68 %
2,369,430
17.50 %
1,126,588
8.32 %
6,141,536
45.37 %

8. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Unique Metrics
* Top ten publishers sorted by Served Impressions in descending order

9. Performance by Frequency
H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Performance by Frequency
Campaign Name
Frequency
Served Impressions
CTR
Interaction Rate
Impressions with Any Panel Expansion - Rate
Ad Average Duration (Sec)
User Average Dwell Time(Sec)
H&M Spring Fashion Part 1 - GCM (USA)
36,483,112
0.24 %
14.80 %
4.71 %
82.43
24.81 1
13,532,474
0.22 %
12.08 %
3.80 %
100.21
27.58 2
3,963,170
0.37 %
19.74 %
6.77 %
85.28
25.19 3
2,368,967
0.31 %
15.19 %
5.02 %
88.20
25.41 4
1,706,215
0.33 %
17.60 %
5.69 %
87.46
25.08 5
1,286,816
0.29 %
15.10 %
4.68 %
87.28
25.44 6+
13,625,470
0.20 %
15.63 %
4.85 %
71.25
23.08
Totals
Performance by Frequency data is applicable only to Campaigns that started after March 3, 2008

10. Performance by Frequency
H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Performance by Frequency
Performance by Frequency data is applicable only to Campaigns that started after March 3, 2008

11. Publisher Unique Overlap
H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Publisher Unique Overlap
Publisher Name
Unique Impressions
Exclusive Unique Impressions
Exclusive Unique % Out Of Unique Impressions
Overlap Unique Impressions
Overlap Unique Impressions with One Publisher
Overlap Unique Impressions with Two Publishers
Overlap Unique Impressions with Three Publishers
Time Inc. Network
4,844,445
4,594,199
94.83 %
250,246
210,614
30,313
6,841
Glam.com
2,545,790
2,388,709
93.83 %
157,081
126,230
22,697
5,920
Instyle - Time
1,692,988
1,542,755
91.13 %
150,233
119,453
22,779
5,706
Hearst Digital Media
1,411,050
1,318,418
93.44 %
92,632
73,493
13,985
3,644
Conde Nast
1,121,865
1,059,860
94.47 %
62,005
45,156
11,589
3,638
Hachette Filipacchi
1,069,882
982,229
91.81 %
87,653
66,262
14,523
4,751
WhoWhatWear.com
701,216
647,429
92.33 %
53,787
35,094
12,004
4,528
Sugar Inc.
646,423
560,785
86.75 %
85,638
61,980
16,459
4,995
thrillist.com
13,306
11,975
90.00 %
1,331
956
230 93

12. Publisher Unique Overlap
H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Publisher Unique Overlap
* Top five publishers sorted by Exclusive Unique Rate in descending order
- Use this graph to compare the Publishers' rates of Unique users who viewed the campaign only on that specific Publisher (Exclusive Unique Impressions).
- Publishers with high Exclusive Unique Impressions rate contribute better to a higher campaign reach.
- Publishers with a lower Exclusive Unique Impressions rate contribute better to campaigns that require a larger users' overlap. (Higher viewing frequency, deeper brand awareness).
- Examine the '% of Overlapping Unique Impressions with other Publishers' graph to view the breakdown of each publishers' overlap with other publishers.

13. Publisher Unique Overlap
H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Publisher Unique Overlap
* Top five publishers sorted by Exclusive Unique Rate in descending order
- Use this graph to view the top 5 overlapping combinations for each publisher (Represented by the different colors) and examine each publishers' overlap.
- Each publisher Unique overlap makes a 100% that is broken down to the different overlap combinations.
- e.g. A publisher might share specific Unique users with more than one other publisher at the same time - this case represents a combination of overlap with two other publishers.

14. Video Metrics - Play Rate
H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Video Metrics - Play Rate
Publisher Name
Served Impressions
Video Started Rate
Video Average Duration (sec)
Video 25% Played Rate
Video 50% Played Rate
Video 75% Played Rate
Video Fully Played Rate
Conde Nast
2,780,716
65.51 %
8.38
73.04 %
62.78 %
54.56 %
49.48 %
Glam.com
4,603,729
50.40 %
14.78
85.91 %
76.25 %
69.79 %
57.94 %
Hachette Filipacchi
1,513,666
73.07 %
15.33
83.12 %
73.82 %
66.92 %
59.41 %
Hearst Digital Media
3,124,049
75.28 %
13.68
81.47 %
71.04 %
62.42 %
57.00 %
Instyle - Time
4,223,531
75.09 %
7.52
61.45 %
46.47 %
37.06 %
32.10 %
Sugar Inc.
1,365,708
71.92 %
10.62
87.92 %
81.28 %
73.22 %
66.85 %
thrillist.com
24,966
90.69 %
5.78
96.50 %
94.96 %
91.17 %
88.68 %
Time Inc. Network
2,709,440
79.20 %
8.00
81.77 %
71.37 %
63.10 %
57.07 %
WhoWhatWear.com
1,834,049
90.46 %
12.77
90.12 %
83.65 %
77.18 %
71.31 %
Total
22,179,854
70.25 %
11.09
78.58 %
68.12 %
60.14 %
53.57 %

15. Video Metrics - Play Rate
H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Video Metrics - Play Rate
* Top five publishers sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q2 '07 - Q1 '08, Europe, Retail
Video 50% Played Rate
Video Fully Played Rate
61.61%
48.28%

16. Video Metrics - Play Rate
H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Video Metrics - Play Rate
* Top five publishers sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q2 '07 - Q1 '08, Europe, Retail
Video Average Duration (sec.)
Video Started Rate
41.93
60.20%

17. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Creative Comparison
Ad Name
Interaction Rate
CTR
Average Dwell Time (sec)
Total Expansion Rate
Expansion Average Duration (sec)
Video Started Rate
Video Average Duration (sec)
H&M_1059_Ex_Leaderboard_Test
19.26 %
0.27 %
38.27
18.84 %
29.86
84.84 %
15.95
Expand_test_spring
14.35 %
0.31 %
27.61
11.81 %
30.26
78.16 %
5.24
HM_US_1059_Video_MPU
72.84 %
0.16 %
13.50
0.00 %
0.00
60.83 %
12.04
H&M_US_1059_Video_User_INI
8.49 %
0.05 %
19.53
7.07 %
15.22
H&M_US_1059_160x600_catwalk_Low_Spec
0.78 %
0.17 %
24.52
61.87 %
8.33
HM 1069 US 300x Expand
7.90 %
0.32 %
30.83
5.54 %
42.31
80.96 %
5.73
HM_1059_Spring_US_160x600_2images
0.11 %
0.10 %
HM 1069 US 728x Expand Video
18.90 %
0.48 %
35.22
18.21 %
38.19
72.00 %
14.95
Spring_test_sky
8.17 %
0.15 %
17.54
69.07 %
7.68
HM_1059_Spring_US_300x600_2images
0.59 %
0.53 %
H&M_US_1059_160x600_catwalk_MenOnly
0.85 %
0.09 %
44.73
64.80 %
16.82
H&M_US_1059_300x250_Catwalk_menonly
10.01 %
0.45 %
29.29
6.37 %
37.62
74.61 %
3.75
HM 1069 US 160x600 Rich
0.95 %
0.25 %
25.42
59.30 %
7.76
HM 1069 US 300x x250 Expand Male
6.20 %
43.71
5.41 %
58.51
82.14 %
8.40
HM_1059_Spring_US_730x440
0.51 %

18. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Creative Comparison
* Top ten Ad Names sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q2 '07 - Q1 '08, Europe, Retail
Interaction Rate
CTR Rich Media
Total Expansion Rate
Video Started Rate
23.00%
0.53%
30.19%
60.20%

19. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Creative Comparison
* Top ten Ad Names sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q2 '07 - Q1 '08, Europe, Retail
Expansion Average Duration (sec.)
Video Average Duration (Sec)
46.49
41.93

20. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Ad Format Comparison
Ad Format (Unit Size)
Served Impressions
CTR
Interaction Rate
Average Dwell Time (Sec)
Expandable Banner (728x90)
7,833,062
0.29 %
19.23 %
38.00
Expandable Banner (300x250)
6,226,667
0.32 %
13.00 %
28.34
Polite Banner (300x250)
5,526,023
0.13 %
54.00 %
13.95
Polite Banner (160x600)
2,594,102
0.16 %
2.57 %
22.87
Standard Banner (160x600)
799,552
0.10 %
0.11 %
0.00
Standard Banner (300x600)
487,101
0.53 %
0.59 %
Standard Banner (730x440)
35,273
0.48 %
0.51 %
Totals
23,501,780
0.24 %
22.85 %
24.81
* Ad Format Comparison slides do not include Tracking Pixel data. ‘Totals’ values may differ from Total Campaign values

21. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Ad Format Comparison
* Top ten Ad Formats and Unit Sizes sorted by Served Impressions in descending order

22. H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Ad Format Comparison
* Top ten Ad Formats and Unit Sizes sorted by Served Impressions in descending order

23. Eyeblaster Benchmarks For: Q2 '07 - Q1 '08, Europe
H&M Spring Fashion Part 1 - GCM (USA)
Campaign Performance
Eyeblaster Benchmarks For: Q2 '07 - Q1 '08, Europe
Basic Metrics
Video Metrics
Expandable Metrics
Ad Format IR
CTR
Average Video Duration (Sec)
Video Started Rate
Video 50% Played Rate
Video Fully Played Rate
Total Expansion Rate
Impressions with a Specific Panel Expansion - Rate
Expansion Average Duration (Sec)
Polite Banner
7.31%
0.24%
41.42
61.67%
65.93%
49.52%
N/A
Expandable Banner
34.54%
0.65%
59.40
30.11%
64.98%
48.49%
41.54%
17.38%
53.53
Standard Banner
0.15%
Basic Metrics
Video Metrics
Expandable Metrics
Vertical IR
CTR (Standard Media)
CTR
(Rich Media)
Average Video Duration (Sec)
Video Started Rate
Video 50% Played Rate
Video Fully Played Rate
Total Expansion Rate
Impressions with a Specific Panel Expansion - Rate
Expansion Average Duration (Sec)
Retail
23.00%
0.15%
0.53%
41.93
60.20%
61.61%
48.28%
30.19%
12.23%
46.49

24. H&M Spring Fashion Part 1 - GCM (USA)
Thank You!