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Reaching Online Canadians

Reaching Online Canadians. The Network Approach & Advertising.com’s Behavioural Targeting Solutions. WHAT IS COVERED?. The following presentation outlines three major benefits of using networks when buying online media, and provides descriptions of Advertising.com’s features and advantages.

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Reaching Online Canadians

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  1. Reaching Online Canadians The Network Approach & Advertising.com’s Behavioural Targeting Solutions

  2. WHAT IS COVERED? The following presentation outlines three major benefits of using networks when buying online media, and provides descriptions of Advertising.com’s features and advantages. A special focus on behavioural targeting also covers Advertising.com’s solutions and offers simple examples of the inner workings of this industry leading technology.

  3. WHY NETWORKS? REACH • Networks allow marketers to access massive amounts of impression inventory from thousands of quality sites, from one supplier, all at once • The large impression volumes allow advertisers to target larger groups of niche audiences • Allows advertisers to better employ geo-targeting, day part targeting, demographic targeting, behavioural targeting, and frequency management because there are generally more impressions available

  4. Network Reach 8 million on a single weekday Channel Own all available inventory across 43 “sports” sites Demographic Reach all “Persons 25-54 with a HHI over $75K” Advertising.com Reach UVs (000) Canada 72.6% 14,621 Behavioral Reach all users interested in ice hockey Atlantic 80.9% 1,109 Ontario 76.4% 6,064 Geographic Own network ad space in British Columbia British Columbia 71.2% 2,112 Quebec 67.8% 3,057 Prairies 67.5% 2,224 ADVERTISING.COM REACH Reach nearly all of the Canadian Internet universe via the largest interactive network – or own a portion of the network for a period of time. Advertising.com Canadian Internet Reach Network-wide Roadblocks Source: comScore Media Metrix, January 2006 Source: comScore Media Metrix, January 2006

  5. Number of Health Sites 33 Food Monthly Channel Impressions 50,469,627 468x60 Impressions 2,415,627 Kitchen 120x600 Impressions 11,009,941 Cook 120x240 Impressions 14,438 Recipe 180x150 Impressions 5,518,254 300x250 Impressions 138,449 728x90 Impressions 10,072,283 125x125 Impressions 603,658 Pop Impressions 16,056,454 ADVERTISING.COM REACH Reach the right audience at the right time by targeting users based on actual content, rather than pre-determined channels. Keyword Descriptors Sample Content Subnet Descriptors reveal related sites and related content, e.g., the cooking section of “health” site. Source: Advertising.com

  6. Persons 25-54 76 Million Age Gender Total HH Income Persons HHI $75K+ 54 Million Education Level Race # of Children Persons with Bach. degree+ 13 Million Marital Status Political Outlook Purchase Decisions Persons who have allergies 34 Million Travel Financial Internet Usage Persons who searched for recipes/cookbooks online in the last 30 days 17 Million Food & Beverage Health Auto ADVERTISING.COM REACH Reach your desired audience, while maintaining sizeable reach, via our extensive web network and advanced technologies. Sample Demographics/Lifestyles Reach by Demographic Source: comScore Media Metrix, February 2006

  7. WHY NETWORKS? TECHNOLOGY • Network Ad placement is often done using optimization technology, which allows marketers to distribute ads and use placements based on previous performance (in addition to context and timing) • The most recent and powerful technology that the networks provide is behavioral targeting. In contrast to pre-determined demographic data, behavioural targeting enables marketers to target ads based on real-time user behavior. Combined with the large variety of sites in a network, network based behavioural targeting can provide a more statistically significant, and mass based perspective on user behaviour.

  8. ADVERTISING.COM TECHNOLOGY Advertising.com’s optimization technology refines ad placement in real-time based on observed performance. Ad Delivery Performance Analysis Optimal Delivery • Ads are served across the Advertising.com network to your desired audience. User interaction is tallied and recorded. Users may view the ad, click, register for info, purchase, etc. • Ad delivery is optimized to maximize the desired action, while accounting for costs.

  9. ADVERTISING.COM TECHNOLOGY BEHAVIOURAL TARGETING - WHAT IS IT? Behavioural targeting reaches users whose previous actions have been tracked and indicate interest in a given product or service. Site audience demographics and page content do not play a role - users are only targeted by their historical record of actions.

  10. Behavioural Targeting with Advertising.comLeadback is a proprietary technology designed to target consumers based on specific actions tracked by the Ad.com server.The following slides describe our Leadback Targeting Solutions:- Audience Leadback- Advertiser Leadback- Advertiser Leadback – Unique Option- Search Leadback

  11. Those Surfing Behaviours are Grouped and users are labeled. (i.e. Auto Site Surfer) Users are now targeted, based on the observed behaviour. (i.e. “Auto Surfer” found on any site in the Network) Audience LEADBACK Audience LeadBack targets ads across the Advertising.com network to users based on their observed behavior. People Surf Related Websites (i.e. Auto Sites)

  12. WEBSITE WEBSITE NETWORK People Who Surf Pages of Your Website (Main Product Page) Behaviours are tracked and then targeted on the Network (Target users who visited main product page, but didn’t purchase) Sequential ads can be used to lead users back to your Website to complete the action (“Click here for 50% off your next visit!”) Advertiser LEADBACK Advertiser LeadBack enables you to remarket to consumers who previously visited specific pages of your website.

  13. Those users are NOT targeted on The Network Advertiser LEADBACK – UNIQUE OPTION In addition, with Advertiser LeadBack you can reach a unique audience consisting of users who have not previously visited your site. YOUR WEBSITE Exclusive Audience - Drives Unique Reach. Users Arrive at your site

  14. WHY NETWORKS? ACCOUNTABILITY • Pricing flexibility: Combination of reach and technology leads to the ability to sell advertising on a performance basis (Cost per click or cost per action) • Reporting advantage: Because networks work with so many websites and reach so many consumers, they can provide detailed insight into how advertising affects collective consumer awareness and behavior. Who am I reaching? Where are they? What creative works best? All questions are better answered through the vast audience reach of network based campaigns.

  15. YOUR WEBSITE ADVERTISING.COM ACCOUNTABILITY An exclusive partnership with Advertising.com guarantees brand consistency, lead quality and cost efficiency. Brand Consistency Lead Quality Efficient Costs A centralized program reduces administrative burden and ensures consistency across publishers. Exclusivity enables us to track all publishers within your plan and grow those providing the highest quality leads. Exclusivity enables right pricing and helps prevent partner competition and resulting price inflation.

  16. Clicks 87,594 Clicks 25,029 Configurations 8,495 Configurations 10,449 Info Requests 3,609 Info Requests 7,970 CVR for Configurations 10% CVR for Configurations 42% CVR for Info Requests 4% CVR for Info Requests 32% PROVEN PERFORMANCE Advertising.com’s behavioural marketing campaign for Volkswagen resulted in ~19K new car configurations and ~12K information requests. Consumers who researched cars online in the past six months, as determined by comScore psychographic data Consumers who visited the VW website but did not configure a vehicle or complete an information request

  17. Ranked 5th fastest-growing tech company in 2003 Opened UK offices in 2000 Awarded ASPY for “Best Customer Service” in 2004 Acquired Dayrates in 2002 Founded in 1998 Acquired by America Online in 2004 AdLearn named “Best Optimization Product” in 2003 Named fastest-growing new media company in 2000 14th consecutive month with largest online reach - June 2005 Earned Deloitte & Touche “Rising Star” in 2001 ADVERTISING.COM HISTORY

  18. TESTIMONY: AD.COM FUELS AOL SUCCESS • “You’ve Got Sales…Time Warner reports that ad revenues at AOL surged 45% in the first quarter. A key driver: Advertising.com, the online ad broker acquired for $435 million in mid-2004.” • Business 2.0 “The Smart List”, Jan/Feb 2006

  19. THANK YOU ROBERT SOPKIC  ACCOUNT EXECUTIVE  416.960.6549

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