Jolie Gibson Online Media Director Madden Media direct: 520-576-5808 email: jgibson@maddenmedia.com

1. Jolie GibsonOnline Media DirectorMadden Mediadirect: 520-576-5808email: jgibson@maddenmedia.com

2. Media Options | Industry Benchmarks | Creative

3. Media Options | Industry Benchmarks | Creative

4. Online Media • Media Buying Options • Travel Industry Benchmarks • Creative Samples

5. Media Options | Industry Benchmarks | Creative Traditional Ad Agencymedia department, online creative department, Flash programmersDigital/Interactive AgencyMedia buyer/planner Interactive creative - Flash programmersOut-SourceMedia and/or creative

6. Media Options | Industry Benchmarks | Creative Bad Economy – layoffsUnderstaffedOnline knowledgeFind the resources

7. Media Options | Industry Benchmarks | Creative Media Options • Ad Networks • Online Publishers • Portals • Video

8. Media Options | Industry Benchmarks | Creative Ad Networks Aggregators and sellers of premium and non-premium (unsold or undersold—remnant) inventory across third-party; and small to medium size sites; general networks; behavioral networks; vertical networks. • Targeting: Behavioral, Geographic, Demographic • Example networks: Advertising.com, Tribal Fusion, Valueclick, Glam Media, Travel Ad Network, Specific Media, Audience Science

9. Media Options | Industry Benchmarks | Creative Premium Content Publishers Specific site buy, non-network buy • Targeting • Behavioral, Geographic, Demographic Example sites: local newspaper sites (SFGate.com), national news (CNN.com, FoxNews.com), niche/national sites(Weather.com,TripAdvisor.com) • Become aware of the advertised brand • Remember the brand’s message • Form favorable opinions about the brand • Intend to make the purchase Source: OPA Members, using Dynamic Logic MarketNorms data “Improving Ad Performance Online”)

10. Media Options | Industry Benchmarks | Creative Portals—AOL, MSN, YAHOO … A web portal presents information from diverse sources in a unified way… Wikipedia • Targeting • Behavioral, Geographic, Demographic

11. Media Options | Industry Benchmarks | Creative Video Content Pre-Roll ad placement before requested video content Examples: Brightroll, Tremor Media, Broadband Enterprises

12. Media Options | Industry Benchmarks | Creative Ad Creative Options • Text links • Basic static banner ads • Banner ads with Flash • Banner ads with Flash & video • Banner ads that expand with Flash & video • Pre-roll video with companion ads

13. Media Options | Industry Benchmarks | Creative Why Video? Why Not? • U.S. Internet users viewed a total of 4.5 trillion display ads (standard and non-standard IAB units, including both static and rich media but NOT video) in the last 12 months. • Online video combines the emotional branding aspects of television with the measurability of the web • Publishers are reconfiguring their advertising inventory to reduce ad clutter and allow for bigger ad units • Advertisers are shifting from static and rich media to video ads Source: comScore 2008 Digital Year in Review

14. Media Options | Industry Benchmarks | Creative Video Engages Simply put, video engages more senses in less time and can, therefore, be used to transfer data from a media source to a person’s brain more efficiently than just about any other form of media. Marketing Sherpa, 2008 Online Advertising Handbook & Benchmarks

15. Media Options | Industry Benchmarks | Creative Multiple Videos Showcasing Niche Drivers www.maddenmedia.com/richmedia/mtcvb/

16. Media Options | Industry Benchmarks | Creative Multiple Videos and Submit Option http://dfa.doubleclick.com/motifpreview?creativeid=21045584&siteurl=http://demo-int.doubleclick.net/motifpreview/Preview.asp?sz=728x90

17. Video, Photos and Request Info http://afiexperimental.com/z/ER/T2_banners/old/rich%20media%20ad/index.html

18. Media Options | Industry Benchmarks | Creative Multiple Partnersin a Co-Op www.maddenmedia.com/richmedia/wyoming/

19. Media Options | Industry Benchmarks | Creative Display Advertising … display advertising significantly lifts online search activity. … consumers exposed to display advertising were more likely to search for brand terms … than unexposed consumers … “display advertising has a direct impact on both paid and organic searches and clicks”…

20. Online Campaigns Should Include: • Creative • Flash — add some movement in the ad • Expandable — take up as much “canvas” as you can • Video — use multiple videos • Multiple creative • Media plan • Sites (mix of sites) • Site placements (i.e. travel, news, lifestyle, entertainment pages) • Optimize and detailed reporting (the site, third-party ad server DoubleClick, Atlas, etc.) • Site, size, and placement • Impressions and clicks, Interaction rate, etc… • Video interactions

21. Media Options | Industry Benchmarks | Creative REPORTS

22. Media Options | Industry Benchmarks | Creative Measuring Your Results Against Industry Standards Aim to beat the industry benchmark Doubleclick, Creative Insights on Rich Media, 2008

23. Media Options | Industry Benchmarks | Creative Interaction Rate

24. Media Options | Industry Benchmarks | Creative Click-Through Rate

25. Media Options | Industry Benchmarks | Creative Interaction Time (Seconds)

26. Media Options | Industry Benchmarks | Creative http://demo.pointroll.net/content/demos/campbell/demos/apple/Mac_vs_PC.html

27. Media Options | Industry Benchmarks | Creative

28. Presented by: Jolie GibsonOnline Media DirectorMadden Mediadirect: 520-576-5808email: jgibson@maddenmedia.com