Motif 2.0 Summary

1. Motif 2.0 Summary • Motif is built on the strength on Macromedia and Double Click. • The heart of Motif is the Motif Ad Kit – let you create preview and publish Motif ads. • Trafficking the ad is as simple as trafficking a simple gif. • Note that Motif and Dart are tightly connected. The .mtf file (product of the Motif Ad Kit) has no meaning in any other system but DART.

2. Create Ad Process • Designer creates a Motif Ad inside the flash tool. • In some cases the designer can build a flash movie and then make a Motif Ad from it (using the Ad Kit), but in other cases the designer is actually forced to work with Motif templates (For example – expandable banner). • PREVIEW the ad (still inside flash). • PREVIEW for in page ads require MOTIF tags to exist on the page to determine the ad position on the page. • PREVIEW for OOB should work on any URL. • Designer package the ad (still inside flash) and creating an .mtf file.

3. Trafficking Process – DART for Advertisers • Designer create an .mtf file. • Trafficker sets up the MOTIF ad in DART. • Configure site and placement. • Upload the .mtf file. • Trafficker specifies who pays for the serving: • Advertiser pays – he should send the tags to the publisher via email. • Publisher pays – the publisher will get the tags in the MOTIF portal. • Publisher implement the tags in his ad serving system. • Reports – • Advertiser can see the reports on DFA. • If the publisher is using DFP – he can view reports on DFP. • If the publisher is paying – he can view the reports on the DFA portal even if he is not using DFP. • If the publisher is not paying and is not using DFP – he will not be able to view DART reports. (an advantage of our system)

4. Trafficking Process – DART for Publishers • Designer create an .mtf file. • Publisher Trafficker loads the .mtf to DFP. • Publisher can use the query tools on DFP for reports.

5. Trafficking Process – DART Enterprise • Designer create an .mtf file. • Publisher enters billing key for MOTIF in DART Enterprise. • Publisher uploads the .mtf to DART Enterprise. • Publisher can use DART Enterprise for getting reports.

6. Targeting Capabilities • In general – all DART targeting is applicable for MOTIF ads. • Spotlight tags – post click and post impression. • Bandwidth detection. • Advanced targeting – geographic location, date, time, browser, platform and more. • Frequency capping. • Optimization – • User defined criteria such as: click rate, post click conversion activities, post impression activities • Didn’t see an option to optimize according to user interactions, but only according to clicks. • Boomerang – targeting according to past user behaviour.

7. Ad formats • In page banners – • Simple flash resource. • The initial resource can load additional resources. • Claim to have polite download, but it’s the designers responsibility to add polite download code for the additional resources. This is not checked by their system.

8. Ad formats • Expandable banners. • Very hard to implement. • One file contain the retracted shape of the banner, while other files contain the panels. • All expand/retract commands are handled inside the flash. • Support for: • Expanding on mouse over and on click. • Tabbed expanding – multiple panels. • Floating expanding. • Pre expanded – open in expanded mode. • No support for push down banners.

9. Ad formats • Floating ads. • With/without reminder (floating). • Claim to have floating + inpage. (???) • Ability to configure: • Position (pixels and percentage). • Size (pixels). • zIndex. • Wmode. • Ad duration. • Start after #x sec. • Setting above are also edited in DART when trafficking the ad. • Don’t have: • Scroll with page. • Position on centered page. • Position according to reference element. • Hide objects/dropdowns/Iframes is supported but hides all elements on the page and not just the elements interfering with the ad.

10. Ad formats • Additional formats: • InPage + popup • Popup + image • Special formats: • Peel down. • Cursor chase. • Custom formats – meaning creative support.

11. Ad formats • Don’t have: • Wallpaper. • Window AD – • They do have a very limited popup/popunder window but without the ability to preload the resources and appear on next page. • Commercial break.

12. Advanced Features • They claim to have many advanced features, but this is not really true. • Polite Download – • Exist only for Floating Ads. • Designer should take care of polite download for in page ads. • PreLoad of assets – • They don’t support preload of assets. Assets are immediately displayed without preloading them. • Video – • Only streaming video is supported. • Special video interactions. • They handle the video setup for the clients (no extra cost). • Didn’t see any video template, seems that their support is adding the video code to the assets. (???)

13. Advanced Features • Data Capture – • No backend support. • All they do is give an example of a flash form. • Dynamic data – • Claim to support data loading (only XML) from any server. (???) • Calendar reminders – • Add a reminder to your ad. • Post Click / Post impression – • Supported by DART.

14. Reporting • There are standard metrics that are collected automatically and custom metrics (up to 30) that the designer should configure inside the ad. • Interaction reports are only available to the system to which the .mtf was uploaded.

15. Standard Metrics • Impressions. • Clicks. • Average display time. • Average interaction time. • Code served (only for floating and popup). • Interactive impressions delivered – number of impressions with interaction time bigger then 0.

16. Exp Banner Metrics • Expanding display time. • Expanding interaction time. • Number of users expansions and retraction. • Interaction time on the expanded portion of the ad. • Manual close.

17. Floating ads Metrics • Clicks on floating and reminder. • Floating replays. • Reminder display time. • Reminder interaction time. • Manual floating close. • Manual reminder close.

18. Video Metrics • Video plays. • Video completion. • Pause, stop, restart, mute. • Average video view time.

19. Custom Metrics • 4 types of metrics: • Exit links. • Event counters. • Timer events. • Load movies. • Creating and adding the metrics should be done on the ad (.mtf), but can be configured on DART.

20. Advanced reporting • Any advanced reporting that DART support is also applicable to MOTIF: • Timelag to conversion – • Asses campaign effectiveness and long term momentum by measuring time between ads, clicks and conversions. • Frequency to conversion – • Compare ad view frequency and response rate to determine the right number of ad views required to meet your rich media goals. • Cross Site duplications – • Measure duplicated and unduplicated reach across sites. Help you plan your campaign to reach the highest number or right consumers.

21. Advanced reporting • Any advanced reporting that DART support is also applicable to MOTIF: • Timelag to conversion – • Asses campaign effectiveness and long term momentum by measuring time between ads, clicks and conversions. • Frequency to conversion – • Compare ad view frequency and response rate to determine the right number of ad views required to meet your rich media goals. • Cross Site duplications – • Measure duplicated and unduplicated reach across sites. Help you plan your campaign to reach the highest number or right consumers.

22. Summary • MOTIF strength is the integration of the Ad Kit inside flash – which is in many cases easier then moving between the flash and another application (our admin interface). • Another strength is the integration with DART and the name DART already have in the market. • But – going over the features one by one – we definitely have a better system.