1. Jim Meskauskas Chief Strategic Officer Underscore Marketing Jim Meskauskas Chief Strategic Officer Underscore Marketing Town Hall Meeting

2. A Pool with a View: What Do You Think is Going On? iMedia Brand Summit Hyatt Regency Tamaya Santa Ana Pueblo, New Mexico

3. "Accurate measurement is the beginning of all wisdom." - Imhotep, 2650 B.C.

4. How important is reach/frequency going to be for online media buying and planning in the future? 1.Very important 2.Important 3.Somewhat important 4.Not important

5. How important is reach/frequency going to be for online media buying and planning in the future? 1.Very important 2.Important 3.Somewhat important 4.Not important Lots of consensus

6. What is the biggest obstacle to the adoption of online planning tools? 1.Cost 2.Features and functionality still needed 3.Fragmentation of media consumption 4.Other: _____________________

7. What is the biggest obstacle to the adoption of online planning tools? 1.Cost 2.Features and functionality still needed 3.Fragmentation of media consumption 4.Other: _____________________ Many things, not the least of which are too many platforms and a lack of cohesion between different tools that satisfy different needs.

8. Why does the Internet not yet have an upfront? 1.Too many players on the publishing side 2.Costs have yet to stabilize 3.Online media can’t be commodified 4.Other: _____________________

9. Why does the Internet not yet have an upfront? 1.Too many players on the publishing side 2.Costs have yet to stabilize 3.Online media can’t be commodified 4.Other: _____________________ Just about everyone asked said that it wasn’t something the space really needed, or “all of the above.”

10. Which trend in online advertising shows the greatest promise for advertisers? 1.Syndicated contextual ads 2.Behavioral marketing 3.Rich media consolidation 4.Blogs 5.Other: _____________________

11. Which trend in online advertising shows the greatest promise for advertisers? 1.Syndicated contextual ads 2.Behavioral marketing 3.Rich media consolidation 4.Blogs 5.Other: _____________________ Most of you seemed split on this issue.

12. What market force threatens outbound e- mail marketing the most? 1.Proliferation of anti-spam tools 2.Blacklisting 3.E-mail viruses and worms 4.E-mail inbox clutter 5.Other: _____________________

13. What market force threatens outbound e- mail marketing the most? 1.Proliferation of anti-spam tools 2.Blacklisting 3.E-mail viruses and worms 4.E-mail inbox clutter 5.Other: _____________________ Almost everyone agreed that simple inbox clutter as the biggest threat The Delete button

14. What kind of role does pop-up advertising have in the future of overall media vehicle mix for online advertising? 1.A large role 2.Some role 3.Small role 4.Should be done away with entirely!

15. What kind of role does pop-up advertising have in the future of overall media vehicle mix for online advertising? 1.A large role 2.Some role 3.Small role 4.Should be done away with entirely! Don’t count them down and out, yet!

16. What factor will benefit online branding the most? 1.Larger ad sizes 2.Better brand study methodologies 3.The popularity of the IAB’s XMOS study 4.Other: _____________________

17. What factor will benefit online branding the most? 1.Larger ad sizes 2.Better brand study methodologies 3.The popularity of the IAB’s XMOS study 4.Other: _____________________ In true marketer fashion, the consensus was “all of the above” and “it depends.”

18. What targeting method shows the most promise? 1.Contextual 2.Behavioral 3.Registration-based 4.Demographic 5.Other: _____________________

19. What targeting method shows the most promise? 1.Contextual 2.Behavioral 3.Registration-based 4.Demographic 5.Other: _____________________ Again, not surprisingly, most of you said “it depends.”

20. What rich media format shows the most promise? 1.Page takeovers and floating ads 2.Full screen introductory message ads 3.Streaming video 4.Multi-element sponsorship units 5.Other: _____________________

21. What rich media format shows the most promise? 1.Page takeovers and floating ads 2.Full screen introductory message ads 3.Streaming video 4.Multi-element sponsorship units 5.Other: _____________________ Yep, another “it depends/all of the above.”

22. Conclusion The industry’s biggest limitations are its lack of them. –Still so many possibilities Targeting options, creative options, oodles of data… Avoid being blamed for the sins of the father by avoiding them –Upfront –Get reach and frequency Branding is all things to all people –Accomplishing it depends on what you mean by it.

23. Fin Thanks for Coming!