We create intelligent content channels - delivered through paid, owned and earned media. Our proprietary display advertising technology brings forth the best display media format ever invented. The Open IMU™ • Intelligent Media Unit™ • transforms static display media into intelligent content channels

1. 1

2. 2
WHY ADVERTISING DOESN’T WORK ON THE WEB
“ It is amazing how little most Web ads work at attracting clicks: they should
recognize that they are one end of a hypertext link and that they have to
create expectations as to the value of going to the other end of the link. Most
often, these pages are highly disappointing and cause the user to back out
immediately.”
“ This is why even click-through is a poor measure of the value of Web ads
since it measures the alluring quality of your creative and not the ad's ability
to deliver business or a brand experience.”
Source: Jakob Nielsen's Alertbox, September 1, 1997
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3. 3
In 1994, hotwired.com ran the first banner ad for AT&T.
Any guesses as to what the CTR was?
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4. 4
Today, msn.co.uk ran this banner ad for Lloyds TSB
Avg CTR in UK today?
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5. 5
IMAGINE A WORLD…
“ Imagine an advertising world where ... spending on interactive, one-to-one
advertising formats surpasses traditional, one-to-many advertising vehicles, and a
significant share of ad space is sold through auctions and exchanges.
Advertisers know who viewed and acted on an ad, and pay based on real impact
rather than estimated “impressions.”
Consumers self-select which ads they watch and share preferred ads with peers.
User-generated advertising is as prevalent (and appealing) as agency-created spots.”
Source: IBM Institute for Business Value, 2009
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6. 6
In 2008, we set out on an a journey to make
online display advertising work.
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7. 7
Our industry is fixated on how media is delivered.
We believe the source of the problem lies
in what is delivered.
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8. OPEN MEDIA UNIT™
DYNAMIC SMART DISTRIBUTED LOCAL SOCIAL

9. 9
QUIETLY
REDEFINING
AD SPACE
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10. 10
TAKE CONTENT
DIRECTLY TO USERS
NOT USERS TO CONTENT
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11. 11
TURN ADS INTO
INTELLIGENT
CONTENT CHANNELS
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12. 12
WILL NEVER
DISRUPT
THE USER EXPERIENCE
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13. 13
INDUSTRY LEADING
ENGAGEMENT
TIMES & RATES
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14. 14
RUN ANYWHERE WITH
NO LIMITATIONS
ON FILE SIZE &
NO TECHNICAL INTEGRATION
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15. 15
TRAFFIC ONCE &
DYNAMICALLY
OPTIMISE ON THE FLY
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16. 16
DELIVERING ON
METRICS
THAT MATTER
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17. 17
COMBINING
BRAND & PERFORMANCE
UNDER 1 CREATIVE
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18. 18
THE OLD APPROACH
• Existing approaches to online display media segment format type by message objective
• This attitude has created a divide between BRAND display media and PERFORMANCE display media
• Most online display media within the Auto vertical, for example, has been focused on PERFORMANCE display media – the lower funnel – delivering display
media formats designed to disrupt the user’s online experience by driving them to a brand’s website for content delivery
• This approach is proven to be ineffective at best
MULTIPLE,
DISPARATE,
DISCONNECTED
CREATIVES….
UNIFIED
BY
DISRUPTION
UPPER FUNNEL
Aided Brand Awareness
Online Ad Awareness
Message Association
LOWER FUNNEL
Brand Favorability
Purchase Intent
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19. 19
THE RIGHT APPROACH
• The OPEN MEDIA UNIT transforms static, disruptive display media into intelligent content channels – that deliver directly to the user a non-
interruptive content experience.
• The OPEN MEDIA UNIT enables advertisers to deliver a content experience defined by an individual users position or journey within the funnel.
• Users in the upper funnel can be delivered a content experience commensurate with Brand Awareness and Message Association
• Users in the lower funnel can be delivered a content experience commensurate with Purchase Intent and Conversion.
• The OPEN MEDIA UNIT delivers against both of these objectives - simultaneously – from 1 creative
• Delivering the right content, to the right place, at the right time
SINGLE CREATIVE
Aided Brand Awareness
UPPER FUNNEL
SIMALTANEOULSY DELIVERY OF CONTEXTUAL CONTENT
– CONTENT EXPERIENCE DEFINED BY USERS POSITION IN FUNNEL
Online Ad Awareness
Message Association
LOWER FUNNEL
Brand Favorability
Purchase Intent
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20. 20
OPEN MEDIA UNIT™ CONTENT EXPERIENCE BY FUNNEL POSITION
• Dynamically deliver the right to the right place at the right time
• The content experience is defined by the user’s funnel position LEVERAGE BRAND COMMUNICATION ASSETS
• Videos / Live streaming / You Tube Content
• Photos
• Social feeds
Aided Brand Awareness
UPPER FUNNEL
LEVERAGE BRAND ENGAGEMENT ASSETS
• Videos / Live streaming / You Tube Content
• Photos
• Social feeds
Online Ad Awareness • Registration
• Articles
• Competitions / promos
• Games
Message Association
DRIVE CONVERSION
• Videos / Live streaming / You Tube Content
• Photos
LOWER FUNNEL
• Social feeds
• Articles
• Competitions / promos
Brand Favorability • Games
• Finance information
• Download brochures
• Book a test drive
• Locate a deal
• Customise vehicle
Purchase Intent
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21. 21
OPEN MEDIA UNIT™ CONTENT EXPERIENCE BY FUNNEL POSITION
PHASE 1 PHASE 2
LEVERAGE BRAND COMMUNICATION ASSETS
Aided Brand Awareness
UPPER FUNNEL
• Videos / Live streaming / You Tube Content
• Photos
• Social feeds
LEVERAGE BRAND ENGAGEMENT ASSETS
Added to existing content/functionality
Online Ad Awareness
• Videos / Live streaming / You Tube Content
• Photos
• Social feeds
• Articles
• Competitions / promos
Message Association • Games
DRIVE CONVERSION
Added to existing content/functionality
LOWER FUNNEL
• Videos / Live streaming / You Tube Content
• Photos
Brand Favorability • Social feeds
• Articles
• Competitions / promos
• Games
• Finance information
• Download brochures
Purchase Intent • Book a test drive
• Locate a deal
• Customise vehicle
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22. 22
OPEN MEDIA UNIT™ EXAMPLE FUNCTIONALITIES
LIVE EVENT PARTICIPATION UNLOCK ADDITIONAL CONTENT DRIVE USER ACTION B2B THOUGHT LEADERSHIP
INCENTIVISE SHARING LIVE STREAM & CONTENT DOWNLOAD DRIVE SALES LIVE DATA / UTILITIES
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23. 23
DRIVE FROM PAID TO OWNED MEDIA TO UNLOCK ADDITIONAL CONTENT
PAID MEDIA INSTANCE
OWNED MEDIA INSTANCE
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24. 24
LIVE EVENT PARTICIPATION
LIVE VIDEO STREAM
LIVE SCORING APPLICATIION
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25. 25
BRAND ENGAGEMENT TO TRIGGER PERFORMANCE
RICH BRAND ENGAGEMENT
BOOK A TEST DRIVE
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26. 26
AGGREGATE PUBLISHER BRANDED CONTENT – CROSS MEDIA DISTRIBUTION
CNBC HOMEPAGE
ECONOMIST HOMEPAGE
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27. 2727
INCENTIVISE SHARING
LOCATION-AWARE VIDEO PLAYER
MEDIA FIRST! VIRAL MECHANIC
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28. 2828
LIVE STREAM & DOWNLOAD CONTENT
DOWNLOAD CONTENT
FILTER CONTENT
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29. 29
BRAND ENGAGEMENT TO DRIVE SALES
INTERACTIVE MAPS & VIDEOS
DRIVE TICKET SALES
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30. 30
TIME SENSTIVE CONTENT EXPERIENCES - LIVE DATA
LIVE MODE
LIVE CAR TELEMETRY – SPEEDO VIEW
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31. 31
OPEN MEDIA PORT™ AUTOMATED CREATION / OPTIMISATION / DELIVERY
• Built in JavaScript / HTML
• Super light
• Any ad format / size
• Delivered to any device / screen
• Dynamically managed & optimised
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32. 32
OPEN MEDIA UNIT™ INTELLIGENT CONTENT DELIVERY ACROSS SCREENS & DEVICES
DISPLAY MEDIA SOCIAL MEDIA WEB BROWERS MOBILE & TABLET BEYOND
DELIVER THE RIGHT CAMPAIGN ASSETS IN THE OPTIMUM FORMAT – WHENEVER AND WHEREVER …
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33. CONTACT DETAILS
OPEN MEDIA TECHNOLOGIES
PAUL MARAVIGLIA JOSHUA REX
57 POLAND STREET
COMMERCIAL DIRECTOR MANAGING DIRECTOR
SOHO, LONDON
paul@thisisopen.com joshua@thisisopen.com
W1F 7NW
M +44 7919 397 740 M +44 7879 486 672
+44 20 7025 1320
T +44 20 7025 1323 T +44 20 7025 1321
www.thisisopen.com
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