Europe 2010

1. Post View Tracking –Is Play Time Over? Ronald Paul, CEO QUISMA GmbH 1

3. Integrated: Subsidiaryof GroupM and memberof WPP-network

4. Focussed: succesfulintegrated performance marketing

5. Combined: SEA, SEO, Affiliate-Marketing, Performance Display, Conversion-Optimization

6. Motivated: >100 qualifiedemployees

8. Post click, post view – definitions

9. Guidelines for post view (BVDW)

10. Start of a post view campaign

11. Set-up

12. Increased potential

13. Evaluation

14. Comparisonof all channels

15. Allocation

16. Sharedconversions

17. Cookie Runtime

18. Pitfalls

19. Case Study

20. Summary

22. Affiliate Marketing Origin Traffic Broker market affiliate programme PV becomes important part of AM Layer partners no longer play a major role Layerhighlight Post-view guideline 2010 2007 2008 2009

24. Remunera-tionturnsusersintoaffiliateregularcustomers

25. Recalling of content sites

26. Use of sites with a strong reach in affiliate marketing

27. First affiliates

28. Most popular partners until today

29. Added value for users by savings

30. Contact to users often already during the decision and order process

31. Attempt to place as many cookies as possible by forced opening of the website

35. Now, post view partnersareclearlyidentified

39. Individual post view entry conditions must be accepted and signed by every partner

41. Click cookie ALWAYS beats view cookie

43. Multi-merchantbannerwith a maximumof 3 merchants (mostly logo + text)

44. Noreloads and automaticrotations

45. Guaranteed fade-in in visiblearea

46. Text bannerwithgraphicreferencetothe relevant merchant

48. e.g. animated multi-merchant banners

49. Fade-in in visible area on Top AGOF sites

50. Multi-merchant banner with clearly visible logo

52. Remunerationofthemediaserviceismadeindirectly

53. The provision for post view salescanthusvaryfromtheprovisionsnormallypaid in affiliatemarketing

55. Post view cookie may not be placed until the visible area is reached

56. Made possible by visibility tracking

57. Fade-in in visible area

59. Increasedserverload on themerchantside

60. Useof a high-trafficlandingpage in thiscaseobligatory

61. Traffic upperlimits per partnerensurerisk-freeuseof post view tracking

63. Defineframeworkconditions

64. Closing individual contractswith post-view partners (liability!)

65. Monitoring of post view activities

66. Are all activepartnersauthorized?

67. Are the advertising mediaintegratedcorrectly?

68. Are trafficlimitsobservedor do theyhavetobemodified?

69. Monitoring ofdevelopmentofoverallsales and channeldistribution

72. Exclusion of unwanted websites (if required)

73. Controlling the correct technical integration with the partners

74. Controlling abuse by unauthorized partners

75. Determining the time frame

76. Determining post-view advertising media

77. Determining post-view partners

78. Define framework conditions

79. Creating a high-traffic landing page, if required

80. Definition of traffic limitation per partner

81. Securing correct representation in statistics (e.g. via networks)

82. Checking the quality of sales per partner

83. Monitoring the development of the overall sales

84. Revoking the post-view authorization for partners that are no longer active or unprofitable

85. Update of advertising media and texts

87. Adaptingtheprovisionarrangements

89. Compensating direct sales losses by means of increased performance in other channels

90. In absolute terms, an increase of the sales is achieved with CPO remaining the same

92. Direct sales will decrease

94. Increase of overall sales and of turnover by approx. 15%

96. Post-view remuneration only, if not other contact exists

97. Post-view can push other channels -> Determination of correlation between channels

98. Use of interaction effects of all channels and efficient use of post view

99. Increased brand visibility through “free” display of advertising mediaPV 100x

101. Cookie run times for 30 days post view tracking and without “click before view” regulation

102. “Click before view” regulation ensures fair allocation of sales

104. Partner selection (closed group/entry conditions)

105. Isolatedconsiderationof post view

106. Control of post view authorization in the network

107. Adjustment of cookie switch

108. Taking into account shared conversions

109. Traffic load (high traffic landing page)

111. Peak season: Christmas (December)

113. Post view integrates as additional advertising channel and supports existing measures

115. Advertising pressure through post view and newsletter results in a clear increase also for SEM and SEO still showing effects in the following month

117. Post-view partners are specifically addressed during the peak season

118. Development of a maximum advertisement pressure during the peak season

119. Provision of adequate post-view advertising media for the online campaign

121. Additional cost for sales increase must be calculated throughout all channels

122. Detailed documentation of post-view activities important for evaluation

123. Success/failure can be clearly proven

124. Use of post-view for a limited period of time possible (e. g. during seasonal peaks)

125. Cooperation with reliable and professional partners onlyIn general it can be said: Not in all cases, post-view does lead to success. Individual adjustment to the own targets is a mandatory requirement.

126. Q&A Thank you very much for your attention! www.quisma.com www.twitter.com/twisma www.quisma.com/facebook www.twoqubes.com QUISMA GmbH . Rosenheimer Straße 145i . 81671 München . Phone: 089/44 23 82-0