See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.

1. Measure and optimize online branding advertising

4. mouse/keyboard activity

5. Implementation fields Increase or defend Publishers/Vendors' CPM advertising revenue by creating “ branding packs” Optimise website ergonomics, to leverage on the visibility of each banners Optimise On-line media plans by 20-30% Optimization

6. Are your ad-banners seen ? Why effective ad exposure is so important ?

8. Many sites offer placement right at the top of their pages, far from contents. Observation: These ad spaces have a great visibility rate , but their impression duration is quite low because surfers scroll down quickly for content The current “above the fold” rule does not guaranty a high viewing time!

10. CTR: less and less and less... one of the reason of the value loss....

11. (July 2009: clickers = 16%) Only 1 in 3 browser is a clicker....and they are not a representative sample

12. CTR does not correlate with branding effects

13. CTR does not guarantee good visibility rate Click rate Ad-Visibility rate Top of a web page Bottom of a web page * Data collected on sample pages

15. Only 73% of served banners are seen!!! Visibility rate differs a lot from one type of site to another Study SNPTV, january 2009 Key Branding metric: Visibility Rate

16. Ads are seen for 15 secs on average. Study SNPTV, january 2009 Key Branding metric: Exposure Time

17. 0% 100% 0s 60s Visibility duration Viewed area Creative duration (15 seconds) What advertisers wants <30% of the impressions 0s-0% : 27% of the impressions Impressions distribution Alenty helps optimising each impression

18. Towards a new metric: BED Brand Exposure Duration 8 millions viewed banners Effective visibility: 4 millions minutes 10 millions served banners A 30 secs duration of exposure per viewed banner 2 millions contacts exposed 2 minutes per contact

20. ...Alenty provides a complete engagement duration analysis available online

21. Publishers should audit their ad-space in order to increase the advertising revenue. How?

22. Optimization of advertising spaces Site audit Ad spaces profitability Volume increase Layout optimization Identification of relevant axis for development Sales Points improvement Increase the prices of the best placements What is the smartest tarification ? Refreshs for over-performing placements. Introduction of impressions with a guaranteed visibility Where should the ad be? Increase the ad impact while preserving users satisfaction

23. Alenty’s data is well known and is used by all the major European media agencies - Alenty’s visibility report provided by the site audit benefit from a real influence and could be used as a sales point. - Media agencies might already have access to your data through campaigns visibility reports. Media agencies are currently using Alenty metrics:

24. Ad-Networks should audit their ad-space in Order to increase the advertising revenue. How?

25. Build an ad-network dedicated to brand managment campaigns Select ad spaces that suit with branding campaigns Optimize the inventory increase the impression duration split over performing placements Give value to the inventory : Efficiency analyses Guarantee the exposure duration

26. Premium ad space: Impression duration > 20s Great ad spaces: Impression duration between 15s and 20s Intermediate ad spaces: Impression duration between 10s and 15s Limited ad spaces: Impression duration < 10s Define your Ad-Network inventory distribution

27. SNPTV Identification of potential developments Viewed impresion duration (secondes) 25 sec Average site duration 75 % Average site rate Ad visibility rate (%) Analysis of relevant network sites 3 12 10 6 1 2 8 11 9 7 4 5 Page duration (secondes) Legende 20 30 50 CPM < 80% under the average > 120% over the average around the average (+/- 20%)

28. Increase the unit prices of the most visible spaces (notably for the Network Sites 1 ) Introduction of refreshs for the 4th space in order to increase its volume Improve the ad positioning for Network Sites #3 and #5. Improve the content and/or ergonomics Network Sites #7, #8,#9 and #12 Relevant axes of development SNPTV Viewed impresion duration (secondes) 25 sec Average site duration 75 % Average site rate Ad visibility rate (%) 3 12 10 6 1 2 8 11 9 7 4 5

29. Key factors of visibility Understand the key factors of ad visibility in order to provide better ad spaces to the agencies.

30. Media agencies should use Alenty to optimise the Media Plan on a daily basis. How?

31. By running campaign visibility reports Brand Exposure Duration & CPM Matrix analysis Visibility rate and impression duration by site Optimization Visibility rate and impression duration by placement

32. Media plan mean Sites ranked by delivered impressions First check: the visibility rate by sites... Visibility rate of each site

33. Media plan mean Site 2 mean Placements ranked by delivered impressions ...Go deeper within each site Visibility rate of each placement in site 2

34. Media plan mean Creative duration Sites ranked by delivered impressions When seen, take into account the duration... Duration per viewed impression of each site

35. Media plan mean Site 2 mean Creative duration Placements ranked by delivered impressions Go deeper within each site Duration per viewed impression of each placement in site 2

38. Market Research teams should use Alenty to sample users effectively exposed to ads based on impression duration (not impression served!) for post campaign research. How?

39. Branding ROI measurement (based on effective exposure)

40. Identification of web surfers on the panel website Branding campaign (tagged with Alenty id) Access Panel (tagged with Alenty id) Memorization efficiency Post-tests based on access panels Post test

41. Identification of web surfers on the panel website Branding campaign (tagged with Alenty id) Marketingscan Panel (tagged with Alenty id) Impact on in-store sales In Stores sales efficiency (Can be implemented with any MR solution provider) WebScan ( links Internet ad exposure to in-store sales)

42. In Summary

43. Build a branding pack (based on guaranteed visibility time) and defend/increase your current CPM Alenty Benefits for Ad-networks/Publishers Identify your best inventory (by impression duration) and attract bigger Branding campaign budgets

44. A global value proposition for your clients (that can be associated with GRP measures) Optimise your Media buying based on seen ads Alenty Benefits for Agencies/advertisers Optimisation of your Branding Media plan

45. Some of our clients

46. Advertisers using Alenty metrics...

47. Thank you for your attention Eric Merceron Phone : +44 07892 877 051 Mail :eric.merceron@alenty.com Web : www.alenty.com Questions?