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

2. WWW.CENDARA.COM Plan of Action Definitions and research Technology and marketing vendors Demos and Stats Q&A

3. WWW.CENDARA.COM 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

4. WWW.CENDARA.COM 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

5. WWW.CENDARA.COM 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.

6. WWW.CENDARA.COM Research

7. WWW.CENDARA.COM Jupiter Media Metrix Case Study More Sites Means More Reach

8. WWW.CENDARA.COM More sites means more reach NewsFinanceMusic CNNYahoo FinanceMTV MSNBCMSN MoneyYahoo Music Yahoo NewsCBS MarketwatchMP3.com NYTimesQuickenMSN Music Jupiter Media Metrix - 2001

9. WWW.CENDARA.COM Number of Sites Advertised On NewsFinanceMusic One site only1.881.421.39 Two of four sites2.221.831.87 Three of four sites2.462.082.16 Four of four sites2.552.222.32 % 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 - 2001

10. WWW.CENDARA.COM ComScore Case Study Media Plan Evaluation (for leading travel company) Comscore Networks 2002

11. WWW.CENDARA.COM Allocating Ad Dollars Online Sales Grew Over the Past Year, Driven by the Travel Category Comscore Networks 2002

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

13. WWW.CENDARA.COM 131 130 143 193 207 291 307312 337 371 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

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

15. WWW.CENDARA.COM A Little About Broadband

16. WWW.CENDARA.COM 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 2001. 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 2006 1. ARS Research 2002 2. In Stat, July 2002 3. Jupiter 2001

17. WWW.CENDARA.COM Levers and Dials

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

19. WWW.CENDARA.COM 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

20. WWW.CENDARA.COM 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

21. WWW.CENDARA.COM Communications Effectiveness Metrics Awareness Comprehension Persuasion Likeability

22. WWW.CENDARA.COM 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 - 2000

23. WWW.CENDARA.COM 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

24. WWW.CENDARA.COM 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 :30 - 5 min. within the ad experience IPSOS-ASI Rich Media I and II Studies for @Home Network 1999

25. WWW.CENDARA.COM 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 for @Home Network 1999 Consumers Like Rich Media

26. WWW.CENDARA.COM Why Consumers Like It Product Understanding Product Trust Trusted Information IPSOS-ASI Rich Media I and II Studies for @Home Network 1999

27. WWW.CENDARA.COM Vendors

28. WWW.CENDARA.COM Vendors – Rich Media -Ad Interax – www.adinterax.com -Bluestreak – www.bluestreak.com -CheckM8 – www.checkm8.com -Eyeblaster – www.eyeblaster.com -Point Roll – www.pointroll.com -Unicast (Enliven/Ad4Ever) – www.unicast.com -United Virtualities – www.unitedvirtualities.com -Viewpoint – www.viewpoint.com

29. WWW.CENDARA.COM Vendors - Streaming -Eyewonder – www.eyewonder.com -iFilm – www.ifilm.com -HiWire – www.hiwire.com -Lightningcast – www.lightningcast.com -Microsoft Windows – www.windowsmedia.com -Real Networks – www.real.com

30. WWW.CENDARA.COM Vendors – Media Strategies -Atlas DMT – www.atlasdmt.com -Centrport – www.centrport.com -DoubleClick – www.doubleclick.net -Media Port – www.mediaport.com -WebRF – www.imsusa.com

31. WWW.CENDARA.COM Demos Ad4Ever IMU’s Eyewonder

32. WWW.CENDARA.COM 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. 12.5 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

33. WWW.CENDARA.COM 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 - 2002

34. WWW.CENDARA.COM Q&A Thank you Susan Bratton CEO, Cendara, Inc. 650-948-0500 Susan@cendara.com