1. Maximizing demand by using the online media mix Ulrik Zielfelt - TradeDoubler 1

2. En samlad uppfattning bland de digitala mediechefer SvD Nringsliv har pratat med r att mediesajter har halkat efter i produktutvecklingen och drmed misslyckats med att frklara ntets frtrfflighet som kommersiellt medium fr annonsrerna, vilket blir extra synligt i lgkonjunkturen SVD 18 april 2009 2

3. Setting the frame work In the online environment everything is measurable thus, we tend to overstate channels that generate direct results & understate channels that does not! 3

4. Last click We tend to base our investment decisions on the last click & neglect other Other interactions interaction but the last click is First click only the top of the ice berg

5. Comparison of Methodologies The traditional way of evaluating Online media channels Awareness Interest Consideration Purchase Direct attribution 5 =Unit sold

6. Comparison of Methodologies The holistic way of evaluating Online media channels Awareness Interest Media mix modelling Consideration Purchase 6

7. An example to set the stage! Research suggests display measured by itself = understated (conversion 1x vs. 4x). 22% paid search is the ultimate demand capture mechanism, but it can't create awareness for the products and the services Robert Murray, CEO at iProspect, Boston 7

8. Example Affiliate Program 30% Source: Tradedoubler study of 580 user journeys in the James Villas affiliate program 2008

9. Example Affiliate Program Source: Tradedoubler study of 580 user journeys in the James Villas affiliate program 2008

10. How do I assemble a strategy that maximizes demand & results?

11. Mediamix modelling the true ROI SEK 2009 2010 Total Programme Revenue 9,669,231 25,886,538 Spend 1,338,000 2,370,000 Cost of Sales 14% 9% Rev ex channel costs 8,331,231 23,516,538 Number of sales 8,858 19,658 Cost per sale 151 121 Affiliate Transaction Revenue 1,920,000 7,200,000 Spend 288,000 720,000 Cost of sales 15% 10% Rev ex channel costs 1,632,000 6,480,000 Mix of spend 22% 30% Campaign Revenue 549,231 686,538 Spend 450,000 450,000 Cost of Sales 82% 66% Rev ex channel costs 99,231 236,538 Mix of spend 34% 19% Search Spend Revenue 7,200,000 18,000,000 Spend 600,000 1,200,000 Cost of Sales 8% 7% Rev ex channel costs 6,600,000 16,800,000 Mix of spend 45% 51% 11

12. User Journey Analysis - Understand the vehicle contribution

13. Key take aways Analyze your data properly Take the full picture into consideration when investing in different vehicles! Learn to understand the contribution of different vehicles & levers in the purchase desicion funnel 13