1 proprietary and confidential information of advertising.com, inc. reaching online canadians the...

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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ADVERTISING.COM, INC.

Reaching Online CanadiansReaching Online Canadians

The Network Approach

&

Advertising.com’s Behavioural Targeting Solutions

The Network Approach

&

Advertising.com’s Behavioural Targeting Solutions

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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.

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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

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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.

Source: comScore Media Metrix, January 2006 Source: comScore Media Metrix, January 2006

Advertising.com Canadian Internet Reach

Network-wide Roadblocks

2,22467.5%Prairies

3,05767.8%Quebec

2,11271.2%British Columbia

6,06476.4%Ontario

1,10980.9%Atlantic

14,62172.6%Canada

UVs (000)ReachAdvertising.com

Own network ad space in British Columbia

Geographic

Reach all users interested in ice hockey

Behavioral

Reach all “Persons 25-54 with a HHI over $75K”

Demographic

Own all available inventory across 43 “sports” sites

Channel

Reach 8 million on a single weekday

Network

ADVERTISING.COM REACH

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Reach the right audience at the right time by targeting users based on actual content, rather than pre-determined channels.


Source: Advertising.com

Sample Content Subnet

603,658125x125 Impressions

16,056,454Pop Impressions

10,072,283728x90 Impressions






50,469,627Monthly Channel Impressions

33Number of Health Sites

Descriptors reveal related sites and

related content, e.g., the cooking section

of “health” site.

Recipe

Cook

Kitchen

Food

Keyword Descriptors

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Reach your desired audience, while maintaining sizeable reach, via our extensive web network and advanced technologies.


Sample Demographics/Lifestyles

Internet UsageFinancialTravel

Purchase Decisions

Political Outlook

Marital Status

AutoHealthFood &

Beverage

# of ChildrenRaceEducation

Level

Total HH IncomeGenderAge

Reach by Demographic

13 MillionPersons with Bach. degree+

17 MillionPersons who searched for recipes/cookbooks online in the last 30 days

54 MillionPersons HHI $75K+

76 MillionPersons 25-54

34 MillionPersons who have allergies

Source: comScore Media Metrix, February 2006

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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.

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Advertising.com’s optimization technology refines ad placement in real-time based on observed performance.

3. Ad delivery is optimized to maximize the desired action, while accounting for costs.

Optimal DeliveryAd Delivery

1. Ads are served across the Advertising.com network to your desired audience.

2. User interaction is tallied and recorded. Users may view the ad, click, register for info, purchase, etc.

Performance Analysis

ADVERTISING.COM TECHNOLOGY

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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.

ADVERTISING.COM TECHNOLOGY

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Behavioural Targeting with Advertising.com

Leadback 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

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Those Surfing Behaviours are Grouped and

users are labeled.

(i.e. Auto Site Surfer)

Audience LeadBack targets ads across the Advertising.com network to users based on their observed behavior.

Audience LEADBACK

People Surf Related Websites

(i.e. Auto Sites)

Users are now targeted, based on the observed

behaviour.

(i.e. “Auto Surfer” found on any site in the Network)

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Behaviours are tracked and then targeted on the

Network

(Target users who visited main product

page, but didn’t purchase)

NETWORKNETWORK

Advertiser LEADBACK

People Who Surf Pages of Your

Website

(Main Product Page)

WEBSITE

Sequential ads can be used to lead

users back to your Website to

complete the action

(“Click here for 50% off your next visit!”)

WEBSITE

Advertiser LeadBack enables you to remarket to consumers who previously visited specific pages of your website.

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YOUR WEBSITE

Users Arrive at

your site

Those users are

NOT targeted on

The Network

Exclusive

Audience - Drives

Unique Reach.

In addition, with Advertiser LeadBack you can reach a unique audience consisting of users who have not previously visited your site.

Advertiser LEADBACK – UNIQUE OPTION

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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.

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ADVERTISING.COM ACCOUNTABILITY

Exclusivity enables us to track all publishers

within your plan and grow those providing the

highest quality leads.

A centralized program reduces

administrative burden and ensures

consistency across publishers.

Exclusivity enables right pricing and helps prevent

partner competition and resulting price inflation.

YOUR WEBSITE

Lead Quality

Brand Consistency

Efficient Costs

An exclusive partnership with Advertising.com guarantees brand consistency, lead quality and cost efficiency.

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Advertising.com’s behavioural marketing campaign for Volkswagen resulted in ~19K new car configurations and ~12K information requests.

Consumers who visited the VW website but did not configure a vehicle

or complete an information request

32%CVR for Info Requests

42%CVR for Configurations

7,970Info Requests

10,449Configurations

25,029 Clicks

Consumers who researched cars online in the past six months, as determined by

comScore psychographic data

4%CVR for Info Requests

10%CVR for Configurations

3,609Info Requests

8,495Configurations

87,594Clicks

PROVEN PERFORMANCE

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ADVERTISING.COM HISTORY

Founded in 1998

Named fastest-growing

new media company

in 2000

Opened UK offices

in 2000

Earned Deloitte &

Touche “Rising Star” in

2001

Acquired Dayrates in

2002

AdLearn named “Best Optimization Product” in

2003

Ranked 5th fastest-

growing tech company in

2003

Acquired by America

Online in 2004

Awarded ASPY for “Best

Customer Service” in 2004

14th consecutive month with

largest online reach - June

2005

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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

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ROBERT SOPKIC ACCOUNT EXECUTIVE 416.960.6549

THANKTHANK

YOUYOU

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