AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc.

Using The Internet to Engage Consumers: Techniques and Technologies

Harun Asad

May 2006

Agenda

Why Focus on “Engagement”?

What Is AOL Doing?

Media Fragmentation

BIGResearch, 2006

Outdoor BillboardPicture Phone

Instant MessengerEmail Ads

Yellow PagesSatellite Radio

Text MessagingMP3 PlayerWeb Radio

Video GamesPDA

Cell PhoneTIVO

26 Different Media

Word of mouthTV Cable

ISP/Search EngineAt Retail

RadioProduct ArticleIn-Store Promo

NewspapersNewspaper Insert

Direct MailTV Broadcast

MagazinesInternet Ads

ROI Models Are In Flux

Traditional

Reach

Frequency

Awareness

Perception

Intent

New

CTR

Clicks

Downloads

Streams

Email response

How Do You Capture Attention AND Drive Brand Equity?

A Framework for Engagement

IAG Research, Making Engagement Work, April 2006

Engagement Drives Ad Recall

IAG Research, Making Engagement Work, April 2006

What Is AOL Doing?

Consumer Insights

Programs and Products

Targeting

Measurement

AOL Consumer Insights

Social Orientation

Me

dia

En

gag

em

en

t

AOL NewsQuiz

AOL Community

AOL/Dove Calming Night

AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc.

AOL Targeting Capabilities

How Does Targeting Fit With Engagement?

Targeting

AOL Targeting Capabilities

Audience Affinities

Data Targeting

Behavioral Targeting

Content Affinities

AOL Measurement Efforts

XMOS Partnership

TW Research Council

More To Come…

Comscore Media Metrix

AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc.

Using The Internet to Engage Consumers: Techniques and Technologies

Harun Asad

AOL Media Networks