Alenty

Measure and optimize online branding advertsing

2 Confidential - Copyright 2011

Our positioning

Who are we ?

Alenty's founders are the creators of Netratings

measurement systems.

Our observation

Traditional performance metrics are not adapted to

branding campaigns

Our measurement

A generic Javascript that measures

effective ad-exposure

A global approach

Ad-Exposure KPI – Buying optimization -

Post test

Branding campaigns are key to increase the media value.A precise measure of ad-exposure will become the main KPI

Confidential - Copyright 2011 3

Branding campaignsWhy switch from CTR to

duration


CTR: one of the reason of the value loss...


CTR: the wrong metrics for branding campaigns

Only 16% of clickers in a march 2009 (32% in july 2007)


CTR: no correlation with branding effects


CTR: Clickers have a less « desirable » profile


A good CTR is not a guarantee for a good visibility rate

Ad-Visibility rateClick rate

Top of a web page

Bottom of a web page

* Data collected on sample pages


Alenty exposure KPIs


Visibility is N°1 KPI

Ad visible on screen :considered as seen if the web surfer is active.

Ad not visible on screen.

Two criteria to define visibility:• Visibility on screen• mouse/keyboard activity


To go beyond visibility: exposure & engagement duration

Level of engagement

-

+Brand website

duration

Interaction duration

Exposure duration(weighted)

Visibility duration

Served banners

Engagementduration


Exposure duration: taking into acccount the share of the screen

Both ads are visible.One is bigger than the other, therefore the potential impact on the user might be higher.

This ad covers 3% of screen. Its supposed potential impact should be 3 times lower than the other ad's.

This ad covers 10% of screen. It has a 10%-chance to draw the user's attention.


Exposure duration for expand banners example

For this ad, Exposure Duration is: 50% x 5 seconds (expanded)+ 10% x 30 seconds (not expanded) = 2.5 + 3 Exposure Duration = 5.5 seconds

The banner expands to cover 50% of the screen during 5 seconds.Then, it shrinks back to 10% of the screen and remains visible during 30 seconds.


Instream advertising measurement

Flash API for easy integration into video players


Mobile and tabletsMobile web today, apps end d of 2011

Alenty's technology is compatible with mobile browsers

Ad not viewed Because of the zoom


Branding campaignsWhy effective ad exposure

is so important ?


The Internet is lagging badly in capturing brand ad $

More & bigger budgets

less price sensitive

More value for all online players

Traditional media measures (GRP)

Branding ROI measurement

What is missing ?

Branding campaigns


Alenty Key metrics


The impact of each impression can be optimized

0% 100%

0s

60s

Vis

ibili

ty d

urat

ion

Viewed area

Creative duration (15 seconds)

What advertisers want

<30

% o

f th

e im

pres

sion

s

0s-0% : 27% of the impressions

Impressions distribution


Recall score uplift with respect to impression duration

Not seen0-20%

20-40%40-60%

60-80%80-100%

100-120%120-140%

140-160%160-180%

180-200%≥ 200%

+ 0%

+ 5%

+ 10%

+ 15%

+ 20%

+ 25%

+ 30%

+ 35%

Recall score uplift %impressions served

visibility duration/

Creative duration

Best recall score uplift:At least 80% of the creative duration has to be seen, more than 120% is useless

74% of the media plan of standard campaigns is not optimized for best recall


Recall score uplift with respect to frequency

Not exposed 1 2 3 4 5 6 7 8 9 ≥ 10+ 0%

+ 5%

+ 10%

+ 15%

+ 20%

+ 25%

+ 30%

+ 35%

+ 40%

+ 45%

Recall score uplift % impressions served

Effective frequency

Best recall score obtained with a 4- impression repetition

85% of unique users are completely under exposed


The branding funnel: ad exposure is KPI N°1

100 impressions bought on target

10 impressions efficiently repeated

30 impressions efficiently seen90% loss !

CPM: 3€

Eff-CPM: 9€

Eff-CPM: 30€


Branding campaigns challenges

Eff-CPM calculation according to placements visibility

Boost efficient repetition

From impression buying to audience efficient exposure buying

DSP integration to optimize the whole process

Each individual (in the target) has to be efficiently exposed to the messagewith the right repetition (depending on the format)

Recall post test

Sales impact measurement

Branding ROI measurement to prove the branding value


Branding ROI analysis


Branding ROI measurement is key

Post tests based on effective exposure

In stores salesRecall

Users on-line Recruitment

Access panelTNS

MarketingScanPanel

NielsenPanel

Reach & frequency

NielsenHomescan


Today, post tests based on served banners are biased

2 main biases

Non exposed peopleControl group

Profile comparability issue with the test group.

If not recruited on the samesites at the same hours: different media profile & different behavior

Exposed peopleTest group

30 to 50% are not really exposed

-10 to 20% are not exposed at all- 20 to 30% are exposed Less than 3 s


The Alenty/TNS partnership for a far better branding ROI measurement (digital adeffect)

AdServer Banner

AL serversAL script

AccessPanelLSR

AL script

Panelists id

Visibility measurement

Panelists exposure

Post-test based on exposure levels

Campaign exposure Tracking & optimzation

Control group based onpeople exposed <X s


Sales impact measurement with MarketingScan (Webscan)

AdServer Banner

AL serversAL script Panel

AL script

Panelists id


Panelists exposure

WebScanCampaign visibility

Tracking & optimzation


Real Reach & frequency with Nielsen

AdServer

Banner

AL script

AL servers

Nielsen Audience panel

AL script


Cookie IdExposure

Campaign visibility Tracking & optimzation

Reach & frequencybased on exposure levels

Alenty cookieinterception


Some of our clients


Some of our clients


Questions

Thank you for your attention

UK country manager Eric Merceron

Phone : +44 07892 877 051Mail : [email protected]

Web : www.alenty.com

S.V.P. Sales & MarketingFrank Durousset

Phone : +33 6 76 80 37 69Mail : [email protected]


Germany country managerMilan Dolinar

Phone : +49 176 633 10582Mail : [email protected]


Documents

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