Partnered with Nielsen & Vizu: Overview (targeted at an intermediate audience) into Display Measurement from Concepting through to Re-Application of insights

1. Display MeasurementConcepting to “Completion” John Grudnowski Founder & Managing Partner Mike Abramson Director of Sales Gail Zielinski Account Director

2. I’ll send a PDF….Please don’t worry about notes. Let’s talk First:

4. CPM – Cost Per Thousand

6. We’re showing many visual examples & the Pace will be fast. Please stop us and ask questions

8. Quantcast: www.quantcast.com

9. Google (Adplanner, Trends, Keyword Tool)

10. Hitwise: www.hitwise.com

11. AdGooRoo: www.adgooroo.com

12. Site Analytics (Webtrends, Google Analytics, etc)

13. Ad Serving (DoubleClick Dart for Advertisers):

14. Panel-based measurement: www.Nielsen.com

15. Survey: www.Vizu.comTools Touched On Today:

17. Measurement can cause headaches. We’re here to show research ops & provide perspective – Not provide the holy grail.

18. Measurement can be very expensive. Know when is enough.

19. Great measurement will improve your relationships internally or with your clients (poor measurement will create the inverse)Why we’re here:

20. Concepting to “Completion” Display Media Measurement How we get there Re-Application Planning Management / Optimization Before Anything, You Must…

22. Client/Team Brand Objectives

23. Client/Team Business objectives (hopes & dreams)Before anything: You must…

25. Macro: Sales Lift and ROI per $1.00 spent (Measured in offline sales)

26. Macro: Brand Awareness Lift (Measured via online survey)

27. Micro: “Understand” creative / message impact on core media metrics

28. Micro: xx% lift in core media metrics

29. Online Engagement (Media interaction rates, Social “Hub” interaction, On-site interaction)

30. Impact on competitive media & creative strategy, Before anything: You must…

32. What data will you have access to?

33. Understand Your Environment.

34. What is your role? How far can you take measurement? Important: If you can’t measure the goal due to lack of access…Find a way to create access OR reset expectation for goals Before anything: You must…

36. Extended to sales, social, other “owned” sources

37. Measured Brand Lift? Message & Audience Testing?

38. Offline: Sales Increases? Hint: Media Metrics + Engagement + Sales Typically is achievable Before anything: You must…

41. Extended to sales, social, other “owned” sources

42. Site Traffic

43. Referring source traffic; organic search, 3rd party links

44. Social Interaction

46. You cannot measure impact without a constant

47. Write them all down. (Other Variables):

48. Creative Messaging + Look & Feel

49. PR / Social presence

50. Cultural Influences (may uncover interesting insight about your brand)

51. Media Mix (Television? Radio?Before anything: You must…

53. Don’t expect all site builds, apps, widgets to react the same

54. Don’t expect all Products or Audience targets to work (Our job is to measure and provide insight. Whichever wins wins, then take what we learn and re-apply it to all teams) Before anything: You must…

55. Concepting to “Completion” Display Media Measurement How we get there Re-Application Planning Management / Optimization Before Anything, You Must… Targets, Tactics & Technology

57. Tactics: Media tactics

58. Technology: Select partners upfront Note: Our topic is “Measurement”, not defining audience and tactics. As a result this section will be very light in detail however it’s vital to include as clarity up front leads to good measurement

61. Panels-Based / Influenced There are other methods…start here though…and also consider emerging products such as Vizu

64. Networks

65. Direct site buys

66. “Owned Sites”

67. Exchanges

68. Social Media

69. etc

70. Units

71. Video

72. Rich-Media

73. IAB sizes

74. Sponsorships

75. Skins

76. etc

77. Creative

78. Message

79. Look & Feel

81. Demand Side Platforms + optimization engines

82. Data Warehouse

83. etc

84. Data Storage

85. Audience

86. Testing, Verification

88. Concepting to “Completion” Display Media Measurement How we get there Re-Application Planning Management / Optimization Mindset Targets, Technology & Tactics Synergy Across Teams

90. The more teams are involved, the more influenced they will become

92. Concepting to “Completion” Display Media Measurement How we get there Re-Application Planning Management / Optimization Before Anything, You Must… Speed to Macro + Micro Visualization Targets, Technology & Tactics Synergy Across Teams

93. Days, Weeks and Months later….

95. Display + Search + Site Analytics + Social + TV + PR + Others

96. Aggregate in Macro-Format, then dive into Micro Influences

99. Impact on Heartbeat: (brand search, Social Interaction, sales, etc)

100. Contextual Relevancy: (How our ads perform along various content, in various environments)

101. Location Variations: (How our ads perform in varied geos)

102. Offer Variations: (How do discounts, coupons, others impact performance)

104. Volume & CTR typically increase when display is in marketNote: Display acts VERY similar to TV in this case. Not exactly apples to apples, but provides a good metric for awareness justification

106. Note: CTR not the most important metric. Each has an individual role + cost + effective impactContent: A B C D E F G

108. Syncing with site analytics (Conversion Rates are key)

112. With a different message & offer in market via Display…We saw growth from women with little impact from men.

113. 72% of new fans after coupon were Women. What can that tell us? Week Fan Coupon Released

115. Low media:bulk of traffic Men (59%), ages 25-54 (74%)

116. With Media + Coupon: Increase in female traffic, most driven by coupon and saver blogs and sites (Women 53%)Low Media Activity Audience Post-Coupon Announcement Audience *source: quantcast

118. Post campaign traffic more affluent, more educated (Which matched our Target in this example)Site Audience Pre-media Site Audience During Media

119. Concepting to “Completion” Display Media Measurement How we get there Re-Application Planning Management / Optimization Before Anything, You Must… Speed to Macro + Micro Visualization Targets, Technology & Tactics Survey Based Measurement “Vizu” Synergy Across Teams

120. Expand beyond Media Metrics Vizu technology provides clients with real-time brand measurement data allowing for in-campaign learnings and optimization capabilities.

121. Vizu

129. Concepting to “Completion” Display Media Measurement How we get there Re-Application Planning Management / Optimization Before Anything, You Must… Speed to Macro + Micro Visualization Targets, Technology & Tactics Survey Based Measurement “Vizu” Don’t forget Competitive Synergy Across Teams

131. Competitor is leader in Category

132. Client seeking to position themselves within category

133. Goals of increased market share + revenue

134. Tools Used

135. Hitwise (shown)

136. Adgooroo (shown)

137. Compete (shown)

139. Competitor’s spend increased across all campaigns each month.

140. Monitored significant shifts in competitive spend & messaging in 2 major categories*Information was collected from AdGooroo.

142. Competitor traffic drop of 15.9% since campaign launch

143. Client increase of 4.3% *Information was collected from Compete.com. **Compete.com information is directional and intended to provide high level insight on traffic trends. Compete.com does not provide insight to traffic at the sub domain or category level.

145. Competitor: Time spent on-site dropped 14%

146. Competitor: Traffic from “client” search terms down 71%

147. Client: Forced a 41% increase in competitive spend

148. Client: Traffic increase of 4.8%

151. Providing nationally representative media audience data and all-outlet consumer purchase data

152. Approximately 100K households across the US use an in-home scanner to report information about their shopping trips – the retailers they shop in and the UPC coded goods that they buy

154. dispersion, outlet shopping patterns, and previous category & brand buying behavior {see Appendix for

155. full list of matching variables}Compare the two groups through an Analysis of Covariance (ANCOVA controls for any other extraneous factors) to isolate differences in product purchasing during and after the execution of your online display advertising campaign $2.27 +13% Exposed Sample Avg. Brand $ Purchased - Exposed Group $2.01 Control Sample Avg. Brand $ Purchased - Control Group 59

156. Brand & Dollar Sales Trends Test Period End Campaign Start End Campaign Sales Lift Page 60

157. Brand & Dollar Sales Trends TOTAL DOLLAR SALES “LIFT” PENETRATION DIFFERENCE Primary impact of campaign on creating incremental penetration 46% sales “lift” Percent Difference: 46% Significance Level: 99% Percent Difference: 37% Significance Level: 99% PURCHASE FREQUENCY DIFFERENCE PURCHASE AMOUNT DIFFERENCE Secondary impact of campaign on purchase frequency No measurable impact on purchase amount/size Percent Difference: 7% Significance Level: 84% Percent Difference: 0% Significance Level: 29% 61

158. “Short Term” Incremental Sales Adv Item Measured incremental worth per hhld Per Household Incremental $ Offline Impact: Short-Term Payback / Roi $0.46 X TIMES How many hhlds were exposed 4.44% Percent of Panel Reached Total Online Households X 80,770,000 Estimated Campaign Reach 3,586,188 hhlds II EQUALS incremental sales $1,649,646 Total Incremental Sales from campaign Project your incremental short term sales as a result of the campaign Then use this (along with the program cost) to calculate ROI 62

159. Concepting to “Completion” Display Media Measurement How we get there Re-Application Planning Management / Optimization Before Anything, You Must… Speed to Macro + Micro Visualization Offline Impact on ROI “Nielsen Vignette” Targets, Technology & Tactics Survey Based Measurement “Vizu” Re-Visit Goals Don’t forget Competitive Synergy Across Teams

161. Macro: Sales Lift and ROI per $1.00 spent

162. Macro: Brand Awareness Lift

163. Micro: “Understand” creative / message impact on core media metrics

164. Micro: xx% lift in core media metrics

165. Online Engagement (Media interaction rates, Social “Hub” interaction, On-site interaction)

166. Impact on competitive media & creative strategy Revisit Your Goals:

167. Concepting to “Completion” Display Media Measurement How we get there Re-Application Planning Management / Optimization Before Anything, You Must… Speed to Macro + Micro Visualization Offline Impact on ROI “Nielsen Vignette” Targets, Technology & Tactics Survey Based Measurement “Vizu” Re-Visit Goals Re-Apply Don’t forget Competitive Synergy Across Teams

168. We are never really complete Planning Management / Optimization Re-Application

169. Concepting to “Completion” Display Media Measurement How we get there Re-Application Planning Management / Optimization Before Anything, You Must…

171. John Grudnowski, FRWD (mimasummit@frwdco.com)

172. Mike Abramson, Vizu

173. Gail Zielenski, Neilsen

174. Questions?: