1. 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2011 MediaMind | A Division of DG | All rights reserved Know Your Reports MediaMind Analytics

2. © 2011 MediaMind | A division of DG | All rights reserved ▸ Significant Reports in Depth ▸ Purpose ▸ Main Metrics ▸ Main Graphs Agenda

3. © 2011 MediaMind | A division of DG | All rights reserved A Reminder – What Are Predefined Reports? ▸ Predefined reports meeting your different analytics requirements ▸ Quick and easy to create ▸ Preformatted and styled - easy to read and understand ▸ Choose from a wide range of reports covering different categories: Delivery Creative Comparison Engagement Unique Metrics Conversions

4. © 2011 MediaMind | A division of DG | All rights reserved When should you use predefined reports? ▸ Whenever you can! These reports include the most useful information about your campaign performance ▸ Easiest and quickest way to get the data ▸ When you want a holistic view of your data

5. © 2011 MediaMind | A division of DG | All rights reserved Predefined Report Structure Use built-in graphs for a more visual experience Use the numbers to expand or collapse the data hierarchy for all. Or use the plus and minus buttons to expand just selected levels. Compare your data with market and regional benchmarks Fields are highlighted in gray. Metrics are in the orange boxes. See field and metric definitions.

6. © 2011 MediaMind | A division of DG | All rights reserved Delivery Summary © 2011 MediaMind | A division of DG | All rights reserved

7. Delivery Summary – Main Goal ▸ Designed to provide delivery performance data for all the placements and ads in your campaigns, including: ▸ Impressions ▸ Clicks ▸ CTR ▸ Interaction Rates ▸ Main Usage: ▸ Detect over/under delivery ▸ Share of each publisher in the campaign ▸ Trends over time

8. © 2011 MediaMind | A division of DG | All rights reserved Delivery Summary – Main Metrics (cont.) ▸ How do we calculate “expected”? ▸ The campaign lifetime is 10 days AD IDOrdered ImprServed ImprDelivery RateDays Left 12310080100%2 Delivery Rate - The number of impressions served during the defined period divided by the number of expected impressions for the same period.

9. © 2011 MediaMind | A division of DG | All rights reserved Delivery Summary – Main Metrics CTR - The percentage of Total Clicks out of Served Impressions. Total Interactions - The total number of user-initiated actions. The number includes Clicks, opening (expanding) a panel, Flash movie replay, Video Mute, Video Sound On, Video Pause, Full Screen Video mode Start/Pause/End, or MediaMind Custom Interactions defined in an ad. Interactions Rate- The percentage of Total Interactions out of served Impressions.

10. © 2011 MediaMind | A division of DG | All rights reserved CTR and Interaction Rate ▸ Toyota received one impression. The ad was clicked on 3 times. ▸ What is the interaction rate? ▸ What is the CTR? Interaction Rate is 300% CTR is 100% WHY? Interaction Rate is 300% CTR is 100% WHY? The Interaction Rate counts all interactions per impression CTR is counted only once! The Interaction Rate counts all interactions per impression CTR is counted only once!

11. © 2011 MediaMind | A division of DG | All rights reserved Delivery Summary – Data by Site Graphs ▸ Use this graph to see which site performed best based on CTR and interaction rates

12. © 2011 MediaMind | A division of DG | All rights reserved Delivery Summary – Data by Site Graphs ▸ For each site, see its share of impressions and whether its share correlates with its CTR and interaction rates. ▸ Get insight on future media buys. No correlation between the two. National Journal has the lowest number of impressions, but at the same time the highest ‘CTR’ and ‘Interaction Rate’. No correlation between the two. National Journal has the lowest number of impressions, but at the same time the highest ‘CTR’ and ‘Interaction Rate’.

13. © 2011 MediaMind | A division of DG | All rights reserved Unique Metrics Summary Report © 2010 MediaMind. All rights reserved Analyze the activity of unique users © 2011 MediaMind | A division of DG | All rights reserved

14. Unique Metrics Summary - Main Goals ▸ Displays data about unique users and their interactivity with your ads. ▸ Use this report to analyze audience behavior across various interactions.

15. © 2011 MediaMind | A division of DG | All rights reserved Unique Metrics Summary - Main Metrics Unique Clicks Unique Interactions Unique Expansions Unique Video Viewers Unique Dwell “Impression with” metrics – impression with at least one action Impressions with Dell Impression with Interaction Unique Impressions - The number of impressions viewed by different users. Multiple impressions viewed by the same user are counted as a single unique impression. Note: To track unique users, the users must have cookies enabled. Average Frequency - The average number of times a user was exposed to the ad.

16. © 2011 MediaMind | A division of DG | All rights reserved Unique Metrics Summary - Graphs ▸ This graph shows which sites* yield the highest rate of engaging unique users. * Rates are displayed by site when selecting a single campaign, and by campaign when selecting multiple campaigns. National Journal has the largest number of ‘Unique Engaging Users’.

17. © 2011 MediaMind | A division of DG | All rights reserved Unique Metrics Summary - Insights The number of Unique Interacting Users does not equal the number of Unique Video Viewers WHY? The number of Unique Interacting Users does not equal the number of Unique Video Viewers WHY? Largest number Smallest number “Play” does not count as an interaction

18. © 2011 MediaMind | A division of DG | All rights reserved Unique Metrics Summary – Insights (cont.) The Unique metrics cannot be added up to the next level. For example: ∑[Unique impressions (ad level)] ≠ [Unique impressions (placement level)] The Unique metrics cannot be added up to the next level. For example: ∑[Unique impressions (ad level)] ≠ [Unique impressions (placement level)]

19. © 2011 MediaMind | A division of DG | All rights reserved Unique Frequency: The average number of times the user was exposed to the ad. 'Served Impressions' / 'Unique Impressions'. Frequency: The average number of times the user was exposed to the ad. 'Served Impressions' / 'Unique Impressions'. Unique = overlap + exclusive Exclusive can be added up, the rest cant Unique = overlap + exclusive Exclusive can be added up, the rest cant

20. © 2011 MediaMind | A division of DG | All rights reserved Engagement Summary Report Analyze interactivity metrics in rich media ads © 2011 MediaMind | A division of DG | All rights reserved

21. Engagement Summary - Main Goals ▸ Use this report to analyze ad performance related to the interactivity metrics for all rich media ads in the campaign. ▸ The Engagement Summary and Creative Summary reports are similar reports taken from different perspectives. ▸ Use the Engagement Summary report to analyze engagement from the site’s perspective. ▸ For the Creative’s perspective, use the Creative Summary report.

22. © 2011 MediaMind | A division of DG | All rights reserved Engagement Summary - Main Metrics ▸ Expansions Metrics ▸ Video Metrics Dwell Average Duration - The total amount of time users spent engaging an ad. The metric sums the following user actions: The time a mouse was over an ad, user initiated video duration, user initiated expansion duration and any user initiated Custom Interaction duration. Time will be accumulated for each impression regardless of if the mouse was also off the ad at times as long as the action is user initiated. Unintentional dwell instances, lasting less than one second, are excluded. Total Interactions - The total number of user-initiated actions. The number includes Clicks, opening (expanding) a panel, Flash movie replay, Video Mute, Video Sound On, Video Pause, Full Screen Video mode Start/Pause/End, or MediaMind Custom Interactions defined in an ad.

23. © 2011 MediaMind | A division of DG | All rights reserved Engagement Summary - Graphs ▸ See how long users interact with different sites/campaigns. The Dwell Time metric shows you exactly how much time users spent engaging with the ad.

24. © 2011 MediaMind | A division of DG | All rights reserved Engagement Summary – Graphs (cont.) ▸ Evaluate rich media performance (interactions, total expansions, and CTR rates) between sites/campaigns

25. © 2011 MediaMind | A division of DG | All rights reserved Creative Summary - Graphs ▸ Evaluate the performance of the ads (interaction, total expansions, and CTR rates)

26. © 2011 MediaMind | A division of DG | All rights reserved Conversion Summary Report © 2011 MediaMind | A division of DG | All rights reserved Data for post-impression and post-click activities.

27. © 2011 MediaMind | A division of DG | All rights reserved Conversion Summary Report - Main Goal ▸ This report displays summarized data for post- impression and post-click activities. ▸ These are the activities that take place after the user has been exposed to an ad, or after clicking on an ad in a campaign. ▸ Available for ad, placement, or site levels.

28. © 2011 MediaMind | A division of DG | All rights reserved Conversion Summary Report - Main Metrics and Concepts ▸ Cookie window - Is the predefined number of days before a conversion, during which user actions (impressions and clicks) are counted. ▸ Current Attribution Model - The conversion is attributed to the last event on the path to conversion (impression or click). Total Conversions - Total number of times the Conversion was recorded (both Post Click and Post Impression).

29. © 2011 MediaMind | A division of DG | All rights reserved Conversion Summary Report - Graphs ▸ Analyze conversions (totals, post-click and post- impression) and interaction rates across sites/ campaigns per conversion. See which site/campaign performed best with conversions and interactions.

30. © 2011 MediaMind | A division of DG | All rights reserved Conversion Summary Report - Graphs ▸ Compare conversions across conversion tags for single or multiple campaigns. ▸ Note: Use the filtering options to select which conversions to include.

31. © 2011 MediaMind | A division of DG | All rights reserved Frequency Enhancements © 2009 Eyeblaster. All rights reserved Detect the optimal frequency exposure, and make frequency capping decisions with ease © 2011 MediaMind | A division of DG | All rights reserved

32. Unique Metrics Summary - Main Goals ▸ Displays data for ad performance based on exposure to the ad Interactions Dwell CTR ▸ Data is available on these levels Campaign Site Placement Ad

33. © 2011 MediaMind | A division of DG | All rights reserved Unique Metrics Summary - Main Metrics Served Impressions – The number of users* who saw an ad at least the number of times indicated by the frequency. Or The total number of impressions served for an indicated frequency Unique at Frequency Level– The number of unique users who reached the indicated frequency of viewed impressions.

34. © 2011 MediaMind | A division of DG | All rights reserved FrequencyUnique at frequency level Served Impressions 126 214 333 Unique at Frequency vs. Served Impressions

35. © 2011 MediaMind | A division of DG | All rights reserved New Metrics Total Impressions to Frequency– The sum of impressions viewed up to the indicated frequency for all users. Total Conversions to Frequency – The sum of conversions recorded up to the indicated frequency for all users. Conversion Rate to Frequency – The percent of "Total Conversions to Frequency" out of "Total Impressions to Frequency.

36. © 2011 MediaMind | A division of DG | All rights reserved Frequency Enhancements (cont.)

37. © 2011 MediaMind | A division of DG | All rights reserved Unique Metrics Summary - Graphs ▸ Identifying the optimal frequency for different metrics CTR and Interaction rate are still increasing at frequency 15.

38. www.mediamind.com © 2011 MediaMind | A division of DG | All rights reserved Thank you! de.mediamind.com @mediamind @mediamind_de