alenty appnexus app

Alenty Leader in ad-viewability

measurement

Who is Alenty ?

French company, Paris based, leader in ad visibility measurement and optimisation

…since 2008

…in France, UK, Germany and the USA

…we measure Billions of impressions

…in most markets

…we focus solely on visibility

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Why viewability?

This is not a specialist subject anymore: standardisation

is coming from the US (1s, 50% of surface): Viewed CPM

will replace CPM…

Viewability will become a currency if almost 100% of the

inventory is measured

To tackle the inefficiency of the media (30% of the

inventory of campaigns is not seen at all)

…and therefore makes this media as attractive as TV in

order to shift branding advertising budgets…

…and/or optimize conversion for direct response

campaign

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Why choose Alenty ?

The most advanced technology with a measurement rate (success rate) above 90%

• All browsers

• All OS

• All Formats

• All adserver/DSP (generic Javascript)

• All type of Iframes: solutions for IE, Firefox and Chrome

MRC certification process (end Q2 2013)

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A generic Javascript (census measurement)

Buying efficiencies

Trading Desks

Bid for efficient impressions on Ad Exchanges

What for ?

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V.CPM negociation & control

V.CPM optimization

Premium pack positioning

Some key figures

How many impressions are seen ?

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Viewable impressions

50% surface during 1s or more

Viewability ratio

Premium: 75%Ad-exchange: 50%

Trading desk Media agency

Media buyingRTB: Audience buying

9 Confidential - Copyright 2011

A 2 in 1 solution for media buying and RTB

Alenty – Appnexus AppCampaign viewability

optimization

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An actionable solution to boost viewability up to 50%

Simple set-up

Simple reporting

Actionable data

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An easy set up

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Simple & readable reporting by creative/domain updated daily

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Actionable data: export to black lists…

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Viewability optimization Export to black list at

placement level

Just copy & paste in Appenexus black listsplacements with poor viewability ratio

End of Q2 2013, this manual process will be completely automitized

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Check campaign viewability trend

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Alenty agregated prebidvs syndicated URL Prebid

Alenty : Proprietary “agregated” prebid at placement level • Same efficiency around 5 x cheaper (no server costs)• Your data belong to you and only to you• Automatic Prebid black lists based on your previous

campaigns• Feasible on Appnexus today. Turn? Mediamath?Invite

Syndicated URL prebid• Might be more accurate (no evidence yet)• Based on the others measurement

• Big clients contribute to smaller ones• Nobody is incentived to measure• Harder to renew the data

• High price due to  high server costs

Alenty Appnexus App

To go beyond Viewability…

Branding campaigns: duration is key…

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Source: Temporis Digital (Canal Plus, Mediamento, Alenty)

Ad not seen Ad seen a few seconds

Ad seen more than 10 seconds

“If you do not see the message you will never remember it !”

Recall score uplift

+140%

Source: Temporis digital

...and the message needs to be « efficiently » repeated several times

Effective frequency

Recall score

Best recall score obtained with a 4- impression repetition

20 Confidential - Copyright 2011

Source: Temporis digital

Ad-ViPer for Infectious Media – November 2012 21 Extract from Infectious Media RTB Insight Report Summer 2012

« Efficient » frequency has also an impact on direct response campaign !

You can therefore take into account

ad-exposure duration…

How many impressions are seen efficiently ?

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Efficient impressions75% surface during 10s or more

Efficiency ratio

Premium: 40%Ad-exchange: <30%

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Just set up a new threshold to take into account ad exposure duration

If your message last 10 s…. It will be more efficient if actually seen 10 s !

…And also improve viewable/efficient frequency

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Set up a call to a segment to dynamically pilot efficient/viewable frequency

Segment can be created based on viewability and or « efficiency » to boost viewable or efficient frequency

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A flexible & global solution to boost campaigns performance

AdpaceOptimization

Contacts frequency optimization

Today:<50% impressions seen

<10% contacts ideally repeated (3+)

Inventory cleanup:Boost Viewable impressions

Pilot V-CPM

Exposed contacts:Reduce Fraud (Robot exclusion)

Boost viewable frequency

Maximized impact:Branding,

Conversions, clicks…

Boost frequency of efficient impressions,

Campaign optimizationBoost efficient impressions

Pilot Eff-CPM

Main Contacts

UK country manager Eric Merceron

Phone : +44 07892 877 051Mail : Eric.merceron@alenty.com

COOFrank Durousset

Phone : +33 6 76 80 37 69Mail : fdurousset@alenty.com

North America Manager André Talliercio

Phone: 1-646-504-9414: Mail andre.talliercio@alenty.com

CEO Laurent Nicolas

Phone : +33 1 77 37 27 65Mail : Laurent.nicolas@alenty.com

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Germany country manager Milan Dolinar

Phone : ++49 176 633 10582Mail : milan.dolinar@alenty.com

Web : www.alenty.com

Ad Ops Director Kevin Arnoult

Phone : +33 1 42 00 94 86Mail : Kevin.arnoult@alenty.com