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

3. 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. 4 94% Percent of engagement touchpoints ignored by the Last Ad Standard.

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

6. All Sponsored Search Clicks How much of Sponsored Search is Navigational? © Microsoft. All Rights Reserved 6 59.6% Branded Keywords 48.3% Repeat Clicks 71% Navigational Search

7. 7

8. 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

9. Beyond Concept: Real Technology, Real Answers

10. 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

11. Case Study: Alltel Engagement Mapping Beta

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

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

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

15. Atlas Institute Winners and Losers in the Purchase Funnel

16. 16 Upper Funnel Lower Funnel

17. 17 Top Funnel Sites Bottom Funnel Sites

18. 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. 19 Thank You… Questions? For more info: atlassolutions.com/emap youngs@microsoft.com