Newsletter on innovative business models leverage digital capabilities. Issue #9, led by Hugo Azerad

1. IMAGINE THE FUTURE
Leveraging innovative business models
Rewarded ad views for higher ROI
- Newsletter # 9, 2009 -
Context
Advertising has been traditionally a “push” business model, delivering messages
to large audiences but with many wasted contacts and difficulty ensuring
targets are reached and messages fully understood.
To foster a brand building relationship, Imagiin provides an integrated platform
for publishers’ websites, which delivers targeted advertising to interested and
qualified users via web and mobile.
Innovative business model (example of Imagiin and a web client)
Advertisers Technical Platform Profile Targeted
Database Ad
Key Highlights
Website ...
Website 2 • Internet advertising is evolving
from a “push” to a “pull” model
in which targeted consumers
are engaging to receive and
Video Ad pay attention to commercial
2 View targeted 3 Answer questions messages, and are rewarded
video ad to confirm ad in return with ad-funded offers
understanding
Site Users
Database
• CPM measure in this context is
Questions
being ousted by CPQA (cost
per qualified audience), with
unprecedented conversion
rates and ROI
1 Register for a 4 Earn reward points • Companies such as Imagiin
User
specific ad for attention enable website publishers to
program increase both their advertising
Can buy website services or revenues and their customers’
products with "brain money" stickiness through an enhanced
value proposition
• More than direct marketing,
Business opportunities this approach paves the way
• Advertisers gain an opportunity to qualify and quantify consumer attention for interactive customer
paid to branding messages and to dramatically enhance their campaign ROI relationships
through deep target profiling. Additionally, they can engage consumers in
interactive communication and build a brand relationship • When many publishers are
striving to monetize their
• Publishers benefit from a much higher value per ad viewed, justified by the services directly, it is a way to
high profiling quality enabled by the platform. This benefit furthermore engage consumers by paying
unlocks monetization potential for Media publishers (VOD and Entertainment, with “brain money”
Newspapers and information …)

2. Imagiin profile Website
A.T. Kearney’s interview of Imagiin founder – Olivier Carron de la Carrière
“Traditional advertising is ‘pay for opportunity’. Maybe you’ll hit your target, maybe you won’t, but you still pay regardless.
With the Imagiin.com model, brands pay only for specific, targeted consumers with an expressed interest in the brand. It’s no
longer a one-way relationship. . .it’s a true partnership between the brands and their target consumers. The increase in ROI
is dramatic”
“Imagiin.com’s measurement tools guarantee that consumers have seen, understood and acted upon each of the brand’s
marketing messages. Brands can act on consumer behavior in real time, and web content providers can measure the
monetary value of site visitors. And, of course, by earning credit points for their participation, consumers have a reason
to visit often and voluntarily provide valuable personal information”
“Imagiin.com takes marketing on the web from “Maybe” to “Absolutely”. The results are measurable, leaving no doubt as to
the effectiveness of a brand’s marketing budget. Imagiin.com is also developing new ways of cross-leveraging social media,
and will soon launch a Facebook application to reach an even greater audience”
“The emerging market for Brand Relationship Management (BRM) and Imagiin.com is unlimited. Any business to consumer brand
with a web presence should be planning their BRM strategy immediately. Whoever can build the best relationships first will capture
and hold the loyalty of the most profitable consumers, giving early adopters of BRM a huge advantage over their competition”
Example of other rewarded ad viewing initiatives
Pumbby Amobee
telco-grade system for funding mobile content and
their online account through which they can send their
money to their bank account or buy pre-paid cards or
About A.T. Kearney
A.T. Kearney is a global strategic management consulting firm known for helping clients gain leading results through a
unique combination of strategic insight and collaborative working style. We serve the largest global clients in all major
industries from our offices located in 35 countries. We have developed a leading Communications and Media practice
with more than 600 dedicated professionals worldwide, focusing on addressing strategic and operational issues of the
Telecom, Media and High Technology industry
For further information about the A.T.Kearney CHT practice please visit: www.atkearney.com