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THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS The New Way To Buy Display For Shreveport-Bossier CTB August 25, 2010.

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Presentation on theme: "THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS The New Way To Buy Display For Shreveport-Bossier CTB August 25, 2010."— Presentation transcript:

1 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS The New Way To Buy Display For Shreveport-Bossier CTB August 25, 2010

2 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS What We Heard S-B understands that travelers are migrating online for travel information, so it’s logical to test online options for branding advertising previously conducted primarily through print and broadcast. The NetSeer solution is of immediate interest for testing towards potential roll out in 2011. Campaign goal would be to evaluate the process and resulting activity, including traffic to home page, casinos page, booking page, things to do page, newsletter sign up, etc. Geo-target TX, LA, OK, Southern AR, Eastern MS, or thereabouts May need some assistance with creative concepts and development

3 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Proposed Solution 1.In test mode, use NetSeer technology to test banner ads to targeted concepts in the Google Exchange against S-B’s Web of Relevance (WOR) in geo-targeted regions, use re-targeting technology 2. Test two messages; for fall events and gaming 3. Immediate and continual optimization against matching pages, websites and creative. 4. After campaign conclusion, depending on initial budget and testing abilities, evaluate ability to shift toward CPC model (normally requires 1.5 million impressions, so we may not get that far through initial test) + More Visitors High ROI Guaranteed =

4 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS “This is to display advertising what Google is to search” USTA ESTO Conference Observation

5 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS The Complete Solution Technology Facilitates the Most Granular Type of Display Buying Online World’s largest Real-Time Exchange (Google Exchange) Click-Thru Latent Click View Thru Tracking + Attribution & Re-Marketing Modeling Geo-target+BehavioralTriggering Compete Aggressively Eliminate Ambiguity Target & Manage Issues Target & Promote Brand Attributes

6 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Evolution of Contextual The Most Advanced Contextual

7 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Community Building Shop Purchase    Keeps This From Happening

8 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS  Protects Against This

9 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS How NetSeer Is Superior To Others Contextual Ad served by Google NetSeer ContextLinks Google reads this page as appropriate to fire the banner ad on the right when this content has nothing to do with a construction nail gun  NetSeer’s concept extractor sees the content with the correct relevance

10 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS How NetSeer Reads Content vs. Other Contextual The NetSeer technology reads this page as a travel destination site in the Middle East, sensitive content with firearms & explosives, death & suffering. Legacy Contextual would categorize this page as a US Locale travel site with things to do, hotels, attractions, as well as content about travel in France and Florida.

11 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS How It Works

12 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Optimal Ad Size Flexibility Including Rich Media and Video 336x280 160x600 300x250 728x90

13 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS 70 Billion ad impressions/week 14 Billion ad impressions/week 211 Million uniques/week 1 Billion uniques/week WOR Is Then Pushed Out To The World’s Largest Exchange In Real Time US Reach Global Reach > Million Publishers

14 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Google Exchange – Sample Sites

15 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Optimization Starts After 500,000 Impressions + Every 3 To 5 Days Thereafter

16 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Case Study Advertiser: Cirque du Soleil Targeting: Folks visiting Las Vegas Objective: Sell tickets for holiday promotion Execution: served ads on pages related to “going to Las Vegas” concept Average CTR: 0.28% Outcome: –NetSeer performed at the top of the heap based on CTR and total bookings –Cirque was very satisfied. “We were very happy with NetSeer and look forward to working with them again.” – Cirque du Soleil

17 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Case Study “I wanted some Contextually Targeted display ad placements on the plan and NetSeer provided the most compelling solution of all my options. Overall, we’re very pleased.” – Michael Koontz, VP Biz Dev, Lion New Media Advertiser: Seattle Cancer Care Alliance / Fred Hutchison Cancer Research Center Targeting: People with the types of cancer that can be treated with bone marrow transplant Objective: Make people with these conditions aware of Fred Hutchison as the leader for bone marrow transplant Outcome: - Served ads on pages related to Leukemia and Lymphoma -Perfect match to reach exactly the target audience

18 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Case Study NetSeer Performance vs. Premium 63% lower CPC 60% lower CPM 4.6 times longer on initial landing page 50% longer on subsequent pages Twice the number of unique visitors 13% lower bounce rate About twice the impressions In half the time 48% additional view-through visits Advertiser: Fairfax County, VA Targeting: Visitors within a 23-state region Objective: Determine performance comparison of NetSeer versus targeted placements on premium travel site

19 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Ohio Minnesota Las Vegas Mammoth Lakes New Mexico Alabama Georgia North Carolina West Virginia Identity Guard Body Media Education Dynamics Hawaii Governor CA Senate Wyoming Mobi PCS Hawaii Tampa Shreveport Alaska FXVA Myrtle Beach Michigan Realogy HHI SHPS Door County Mississippi Gatlinburg Hawaii Electric Tremendous Interest

20 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Reach New Visitors With A Very Granular Approach Place tracking pixels on S-B website in all places visitors land for click and view through tracking plus for re-targeting efforts Provide banner campaigns for two themes Fall events The latest in Gaming/Casino news in S-B Immediate and continual optimization against matching pages, sites and creative Optimize every 3 to 5 days thereafter, based on click rate for: Matching context pages Top performing sites Top performing creative

21 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Remarket to Website Visitors Place tracking pixels on S-B website in all places visitors exit Re-market to consumers prompting additional visits to the website and/or actions

22 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Sample Concepts Shreveport Bossier Concepts - GeneralShreveport Bossier Concepts - Gaming City of ShreveportLouisiana Casinos North LouisianaHorseshoe Hotel & Casino Olde Oaks Golf ClubSam’s Town Hotel & Casino Shreveport Northern LouisianaDiamond Jack’s Casino Resort Bossier City Bossier City HotelsEldorado Casino Resort shreveport Louisiana BoardwalkBoomtown Casino Bossier City Louisiana HayrideHarrah’s Louisiana Downs Downtown Shreveportlouisiana horse track Bossier Citylouisiana racetrack & casino Kisatchie National Forestlouisiana casino & racetrack Robinson Film Centerlouisiana horse racing Red River Revellouisiana casinos Shreveport-Bossier Arealouisiana gaming Louisiana festivalsshreveport casinos Cypress Lakeshreveport gaming Bossier Areashreveport gambling Shreveport Hotelslouisiana gambling Shreveport Symphonybossier city gaming Red River Shreveportlouisiana downs horse racing

23 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Implementation (Up And Running In 15 Business Days Subject To…) Insertion order signed and initial set up payment is received All required tracking pixels in place and tested on the site (Guaranteed performance can’t be delivered without properly functioning pixels) Banner creative is prepared and delivered within 10 days from start Immediate and continual optimization against matching pages, sites and creative Initial reporting semi-monthly and monthly after 60 days Ad specs within the IAB allowed sizes as reflected in the spec guide Can take rich media and video for those publishers which allow

24 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS Pricing Minimum campaign - $10,000 Net CPM - $7.50 Impressions - 1.333 million minimum Campaign will run until impressions are delivered

25 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS For more information contact Glenn Culver 806 866 0124 gculver@ebrainsinc.com www.eBrains.comwww.eBrains.com www.eBrains.Travelwww.eBrains.Travel ©2010 eBrains, Inc.,1600 Tysons Boulevard, Suite 800, McLean, VA 22102 THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS

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