Alenty Light Master Presentation

Measure and optimize online branding advertising

Who are we ?

Alenty's founders are the creators of Netratings

measurement systems.

Our observation

The incredible gap between what is

measured and what can be measured on Internet.

Our approach

An analysis within the pages taking into

consideration the effective exposure duration.

Innovation

An embedded script that clocks web surfers while they are active and they

can see the content.

Our positioning

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

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

Ad not visible on screen.

Effective exposure is key

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

Implementation fields

Increase or defend Publishers/Vendors' CPM advertising revenue by creating “branding packs”

Optimise website ergonomics, to leverage on the visibility of each banners

Optimise On-line media plans by 20-30%

Optimization

Are your ad-banners seen ?Why effective ad exposure is so important ?

The Internet is lagging badly in capturingBrand ad $ (€ or £)

More & bigger budgets

less price sensitive

More value for all online players

Traditional media measures (GRP)

Branding ROI measurement

What is missing ?

Branding campaigns

The current “above the fold” rule does not guaranty a high viewing time!

Many sites offer placement right at the top of their pages, far

from contents.

Observation:

These ad spaces have a great visibility rate, but their impression duration is quite low because surfers scroll down quickly for content

Branding campaigns:Why switch from CTR to VT (viewing Time)

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

Only 1 in 3 browser is a clicker....and they are not a representative sample

(July 2009: clickers = 16%)

CTR does not correlate with branding effects

Click rateAd-Visibility rate

Top of a web page

Bottom of a web page

* Data collected on sample pages

CTR does not guarantee good visibility rate

Alenty key Branding metrics

Pure players Games Media Services Social networks Ecommerce0%

20%

40%

60%

80%

100%

Only 73% of served banners are seen!!!Visibility rate differs a lot from one type of site to another

Study SNPTV, january 2009

Key Branding metric: Visibility Rate

Key Branding metric: Exposure Time

Ads are seen for 15 secs on average.

Study SNPTV, january 2009

Pure players Games Media Services Social networks Ecommerce0

5

10

15

20

25

Alenty helps optimising each impression

0% 100%

0s

60s

Vis

ibili

ty d

urat

ion

Viewed area

Creative duration (15 seconds)

What advertisers wants

<3

0%

of

the

imp

ress

ion

s

0s-0% : 27% of the impressions

Impressions distribution

8 millions viewed banners

Effective visibility: 4 millions minutes

10 millions served banners

A 30 secs duration of exposure per viewed banner

2 millions contacts exposed 2 minutes per contact

Towards a new metric: BEDBrand Exposure Duration

Besides visibility, Alenty measures engagement duration

Level of engagement

-

+Brand website

duration

Ad usage duration

Potential attention duration

Visibility duration

Served banners

...Alenty provides a complete engagement duration analysis available online

MyBrandingCampaign

I mpressions Engagement

Creative Site Placement Total Total % (seconds) (minutes) (minutes) (minutes)

Creative 1

Site 1

Placement11 94,7% 23,0 920Placement12 91,6% 25,0 863Placement13 87,3% 32,0Total Site 1 92,7% 29,0

Site 2

Placement21 82,2% 17,0Placement22 87,4% 14,0Placement23 74,9% 12,0

Placement24 80,9% 13,0Total Site 2 81,4% 14,0

Site 3Placement31 87,2% 32,0Total Site 3 87,2% 32,0

Total creative 1 83,2% 19,7

Creative 2

Site 1

Placement11 64,7% 23,0 100Placement12 68,4% 22,0 267Placement13 65,1% 19,0 30Total Site 1 67,0% 21,9 397

Site 2

Placement21 58,3% 10,0 13

Placement22 64,0% 11,0 100Placement23 69,0% 14,0 47Placement24 75,7% 23,0 27Total Site 2 66,0% 13,2 187

Site 3Placement31 64,7% 45,0 133Total Site 3 64,7% 45,0 133

Total creative 2 66,5% 22,7

Served impressions

Viewed impressions

Visibility rate

I mpressions visibility

Brand Exposure Duration

Potential attention duration

Usage duration

236 798 176 798 90 773 8 902237 093 217 093 98 789 9 441789 212 689 212 420 913 38 798 2 875

1 263 103 1 083 103 610 474 57 140 4 6581 687 209 1 387 209 478 043 69 338 12 0002 389 570 2 089 570 557 566 101 515 25 5002 387 982 1 787 982 477 596 66 601 10 500

523 902 423 902 113 512 15 389 2 2506 988 663 5 688 663 1 626 717 252 843 50 2502 339 809 2 039 809 1 247 898 143 600 19 6332 339 809 2 039 809 1 247 898 143 600 19 633

10 591 575 8 811 575 3 485 090 435 340 70 0575 672 027 3 672 027 2 174 277 295 270

12 678 230 8 678 230 4 648 684 660 9552 867 256 1 867 256 907 964 116 706

21 217 513 14 217 513 7 730 926 1 072 9321 678 230 978 230 279 705 33 384

3 890 232 2 490 232 713 209 111 9212 903 782 2 003 782 677 549 86 7021 232 850 932 850 472 593 58 0869 705 094 6 405 094 2 143 056 290 0925 672 389 3 672 389 4 254 292 527 0395 672 389 3 672 389 4 254 292 527 039

45 618 719 30 318 719 17 286 576 2 460 426 1 313

Publishers should audit their ad-space in orderto increase the advertising revenue. How?

Optimization of advertising spaces

Site audit

Ad spacesprofitability

Volumeincrease

Layoutoptimization

Identification of relevant axis for development

Sales Points improvement

Increase the prices of the best placements

What is the smartest tarification ?

Refreshs for over-performingplacements.

Introduction of impressionswith a guaranteed visibility

Where should the ad be?Increase the ad impact whilepreserving users satisfaction

Alenty’s data is well known and is used by all the major European media agencies

- Alenty’s visibility report provided by the site audit benefit from a real influence and could be used as a sales point.

- Media agencies might already have access to your data through campaigns visibility reports.

Media agencies are currently using Alenty metrics:

2222

Ad-Networks should audit their ad-space in Order to increase the advertising revenue. How?

Build an ad-network dedicated to brand managment campaigns

Select ad spaces

that suit with branding

campaigns

Optimize the inventoryincrease the impression duration

split over performing placements

Give value to the

inventory :

Efficiency analyses

Guarantee

the exposure duration

SNPTV

Identification of potential developments

Viewed impresionduration

(secondes)

25 secAverage

site duration

75 %Average site rate

Ad visibility rate(%)

Analysis of relevant network sites

3

12

10

6

12

811

97

4

5

Page duration

(secondes)

Legende2030

50

CPM< 80% under the average

> 120% over the averagearound the average (+/- 20%)

Increase the unit prices of the most

visible spaces(notably for the Network Sites 1 )

Introduction ofrefreshs for the

4th space inorder to increase

its volume

Improve the ad positioning

for Network Sites #3 and #5.

Improve the contentand/or ergonomicsNetwork Sites #7,#8,#9 and #12

Relevant axes of development

SNPTV

Viewed impresionduration

(secondes)

25 secAverage site

duration

75 %Average site rate

Ad visibility rate (%)

3

1210

6

12

811

97

4

5

Impressionduration

Duration perviewed impression

Visibility rate

Ad exposurerate

Taux d'exposition

Page duration

Key factors of visibility

Understand the key factors of ad visibility in order toprovide better ad spaces to the agencies.

Media agencies should use Alenty to optimise the Media Plan on a daily basis. How?

By running campaign visibility reports

Brand Exposure Duration & CPM Matrix analysis

Visibility rate and impression duration by site

Optimization

Visibility rate and impression duration by placement

First check: the visibility rate by sites...

Site 1 Site 2 Site 3 Site 4 Site 50

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

Visibility rate of each site

Media plan mean

Sites ranked by delivered impressions

...Go deeper within each site

Placement 1 Placement 2 Placement 3 Placement 4 Placement 5 Placement 60

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

Visibility rate of each placement in site 2

Media plan mean

Site 2 mean

Placements ranked by delivered impressions

When seen, take into account the duration...

Site 1 Site 2 Site 3 Site 4 Site 50

5

10

15

20

25

30

35

40

Duration per viewed impression of each site

Media plan mean

Creative duration

Sites ranked by delivered impressions

Go deeper within each site

Placement 1 Placement 2 Placement 3 Placement 4 Placement 5 Placement 60

5

10

15

20

25

30

35

Duration per viewed impressionof each placement in site 2

Media plan mean

Site 2 mean

Creative duration

Placements ranked by delivered impressions

Synthesis: main crossings analysis

Duration of creative seenPartial visibility duration per viewed

impression / creative duration

100 The creation

is seen during its

whole length on average

7

Example: 80%(average media plan rate)

6

The creative is seen by more contacts than the media

plan average but not long enough to be seen

completely

Exposure rate100 %

4

2

10

9

5

1

8

3

Don't let sleeping dogs lie!Action required

Bad visibility: the ads aren't seen by a lot of people and

they can't see it long enough.

The creation is seen long enough to be seen

completely, but it is viewed by less contact than the

average.

A BED of roses!My ads are seen by everyone and during a long time

Analysis of the 10 biggest nodes Creative/site/placement (in served impressions)

% of visible surface

50%

100%75%

Caption

How comfortable is your BED ?

Duration of creative seenPartial visibility duration per viewed

impression / creative duration

100 The creation

is seen during its

whole length on average

7

Example: 80%(average media plan rate)

6

The creative is seen by more contacts than the media

plan average but not long enough to be seen

completely

Exposure rate100 %

4

2

10

9

5

1

8

3The creation is seen long enough to be seen

completely, but it is viewed by less contact than the

average.

A BED of roses!My ads are seen by everyone and during a long time

...leading to smarter purchases

Same analysis taking the costs into consideration

% of the visible

surface 100%

50%

100%

75%

CPM20% under the average and under

20% over the average and overaverage (+/- 20%)

Caption

Don't let sleeping dogs lie!Reaction required

Bad visibility: the ads aren't seen by a lot of people and

they can't see it long enough.

How comfortable is your BED ?

Market Research teams should use Alenty to sample users effectively exposed to ads based on

impression duration (not impression served!)for post campaign research. How?

Branding ROI measurement (based on effective exposure)

38

Methodology

In stores salesMemorization

Users on-line recruitment

Access panelMarketingScan

Panel

Memorization efficiencyPost-tests based on access panels

Identification of web surfers on the panel website

Branding campaign(tagged with Alenty id)

Exposed(based on

Impression Duration)Non exposed

Post test

Access Panel(tagged with Alenty id)

In Stores sales efficiency(Can be implemented with any MR solution provider)

Identification of web surfers on the panel website

Branding campaign(tagged with Alenty id)

Exposed Non exposed

WebScan(links Internet ad

exposure to in-store sales)

Marketingscan Panel(tagged with Alenty id)

Impact on in-store sales

In Summary

Build a branding pack (based on guaranteed visibility time) and defend/increase your

current CPM

Alenty Benefits for Ad-networks/Publishers

Identify your best inventory (by impression duration) and attract bigger Branding

campaign budgets

Optimise your Media buying based on seen ads

Alenty Benefits for Agencies/advertisers

A global value proposition for your clients (that can be associated with GRP measures)

Optimisation of your Branding Media plan

Some of our clients

Advertisers using Alenty metrics...

Thank you for your attention

Eric Merceron

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

Web : www.alenty.com

Questions?