1. © 2009 Eyeblaster. All rights reserved Better results... Automatically Automatic Optimisation

2. © 2009 Eyeblaster. All rights reserved Agenda What is Automatic Creative Optimisation? How Does it Work? Setting Up Automatic Creative Optimisation Case Study

3. © 2009 Eyeblaster. All rights reserved What is Automatic Creative Optimisation? State-of-the-art algorithm to optimise your placements performance by having the best performing ads displayed more often than the others Optimisation can be based on; Conversions (Post Impression, Post Click, All, Particular Conversion) Interactions (All, Particular Custom Interaction) Clicks

4. © 2009 Eyeblaster. All rights reserved What is Automatic Creative Optimisation? Manual – user manually defines how to the divide impressions per placement (Ad Rotation) Automatic – Eyeblaster serves the better performing ads more often. You may choose between two options; 1. Even Odds – serve the better performing ads more often 2. Single Winner – most successful ad will be served most of the time

5. © 2009 Eyeblaster. All rights reserved Optimising ad delivery Even distribution CTR Int. Conversions Single Winner Even Odds 453 212 114

6. © 2009 Eyeblaster. All rights reserved How Does it Work? The first 5,000 impressions are distributed randomly between all ads Then Eyeblaster checks for the better performing ads and changes the serving accordingly This check occurs every 2 hours based on the last 8 hours of data (or 48 hours for conversions) Optimisations will continue unless a hard stop is reached 5,000 impressions evenly distributed Eyeblaster checks performance Serve better performing ads more often Every 2 hours on last 8 hours of data

7. © 2009 Eyeblaster. All rights reserved How Does it Work? Optimisations are calculated using a rate based on impressions (unless the placement is setup with Cost Per Click pricing) When optimising, Eyeblaster divides the served impressions into two groups; 1. Performance Based Group: Impressions that are divided between the ads based on their different weights 2. Control Group: Impressions that are shared equally among all ads, this ensures all ads have some impressions for optimisation

8. © 2009 Eyeblaster. All rights reserved Some math's… Optimisation based on Interactions Once 5,000 Impressions are reached we look at the last 8 hours of data 5000 impressions are reached Ad 3 has the best Interaction Rate (IR) in last 8 hours

9. © 2009 Eyeblaster. All rights reserved Some math's… Single Winner Single Winner: receives 90% of impressions plus its share of the control group impressions Ad 3 has the best IR so receives the lions share of impression Control Group: equal split of 10% of available impressions Performance Group: 90% of available impressions given to the winning ad

10. © 2009 Eyeblaster. All rights reserved Some math's… Even Odds Even Odds: We take the IR and square it (IR²) then normalised to 90% The remaining 10% is for the control group IR squared and then normalised to 90% total The final weights are then just a sum of the performance group and the control group

11. © 2009 Eyeblaster. All rights reserved Setting it Up

12. © 2009 Eyeblaster. All rights reserved Setting Up Automatic Optimisation Two steps are needed to set-up a placement with automatic optimisation; 1. Define your Cost/Return On Investment (ROI) metrics 2. Enable Optimisation

13. © 2009 Eyeblaster. All rights reserved Setting Up Automatic Optimisation From the campaign list open Quick Trafficking Select Pricing & Optimisation from the drop-down list

14. © 2009 Eyeblaster. All rights reserved Setting Up Automatic Optimisation Select the Cost Based On type for the flight Select the ROI Metric you wish to optimise on

15. © 2009 Eyeblaster. All rights reserved From the Enable Optimisation section enable the placements to Automatic Optimisation and save Lastly, Enable Automatic Optimisation on the campaign level Setting Up Automatic Optimisation

16. © 2009 Eyeblaster. All rights reserved To change the algorithm to Single Winner or Even Odds, open the placement and view the Rotation and Frequency settings Changing the Optimisation Algorithm

17. © 2009 Eyeblaster. All rights reserved Case Study

18. © 2009 Eyeblaster. All rights reserved Case Study - Auto Optimisation Works! Effects on conversion rate taken from an automotive advertiser utilising a optimisation algorithm on adverts * Automotive Case Study over a 6 month period

19. © 2009 Eyeblaster. All rights reserved In MediaMind you are able to view the exact impression weight currently applied to each ad You will not be required to set a media price Applying the algorithm and metric can be done in bulk (across multiple placements) Closing Remarks

20. © 2009 Eyeblaster. All rights reserved Thank you