This is my standard presentation for talking about the findings from the book What Sticks, identified as the number one book you should have read in 2006 by Advertising Age as presented by Greg Stuart, former CEO of the IAB. See www.gregstuart.com

1. What If We Were Wrong? Insights from Research against US$1Billion in Advertising Spending Greg Stuart Former CEO, Interactive Advertising Bureau Co-author: What Sticks

2. Marketing’s Inconvenient Truth Insights from Research against US$1Billion in Advertising Spending Greg Stuart Former CEO, Interactive Advertising Bureau Co-author: What Sticks

4. $1 Billion Ad Spending Researched 1.1 million consumers surveyed

6. Are You Prepared if You Are Wrong?

7. So, What Else do We Know 36% 31% 83% Media Motivations Messaging

11. And Future Will Be More Confusing 50% of HH’s 30M-‘08 12% 130M 50M HH’s Radio TV Print Outdoor

12. So What is a Marketer to Do? One Solution for Making Sure Your Advertising Sticks!

16. Who’s Headquarters is This?

18. Today’s Ads for ING Simplifies a Complicated Financial World

19. We Know Online Moves Sales Control n= 468 Branded n=469 Coupon n= 465 Purchase Intent: The next time you buy dry gelatin mix that comes in a box, what is the probability that you will buy Jell-O gelatin mix ? (Top 2 box- 11 point Juster Scale) All significant values are at a 95% confidence level Online advertising increases purchase intent by 7 points Offline Offline + Online Purchase Intent Lift: + 7%

20. Jell-O Online Ad Examples

23. How do Consumers See Your Ads?

25. Nothing Else Matters if Creative is Wrong Source: IAB Cross Media Study B A

26. Creative Makes a BIG Difference Better creative can make the difference between success and absolute failure Ad A Source: IAB Cross Media Study

27. What Made the Difference? Persistent Branding! Source: IAB Cross Media Study B A

28. What Do You See?

31. Media Timing Influences Success Average If Marketer had focused impressions on the 6 hours around lunch time, impact would have been significantly better Time of Day Lunch

32. Media Mix Influences Success TV Use Online Use Heavier Heavier Lighter Lighter Heavy Online Heavy TV Heavy TV Light Online Light TV Light Online Heavy Online Light TV 26% 38% 15% 21% Media Usage among 18-49 year old target 34.3 Million!

33. Too Much Media Influences Success Introducing New Menu Item: Grilled Chicken Flatbread Sandwich Ad Frequency (or Budget) % Aided Awareness 20% of Broadcast Budget Reinvested 13.6% in Online Point of Diminished Returns 5pt Gain! Cut 6.4% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 0.0%

37. “ Most Important Launch In History Of Ford” - Bill Ford F150 Truck is #1 selling vehicle in U.S.

38. The F-150 Online Ads

39. Trying Something Brand New: Home Page Takeover Ad Ran One Day on Each Portal - Roadblock Roadblock 43% One Day Reach

40. Cost Effectiveness of Each Medium Cost to Increase Purchase Consideration Interpretation: If it cost Roadblock $1 (indexed at 100) to increase purchase consideration, then it cost $1.35 for Online, $4.56 for magazine and $11.04 to TV to achieve the same increase. $1.35 $1.00 $4.56 $11.04 Sample Cost 100 Roadblock 456 Magazine 1104 TV 135 Online Relative Cost Index Brand Metric: Purchase Consideration (top 2 box)

41. The Value of Small Changes Ford Media Mix * Traditional Media * Approx. $200 Million Budget Result in another $750,000,000 in U.S. Truck sales Sold Another +$1,350,000,000 in U.S. Trucks (at retail vs Base Plan)

44. What If We Were . Wrong? Right? Media Motivations Messaging 36% 31% 83%

45. Greg Stuart +1.631.702.0682 [email_address] Thank You