The_Book_of_Capabilities_Reach Extension

CMG Ad Network

EXPAND YOUR NETWORK

PAGE 2: Services Sheet

PAGE 3: Sample Site Lists & Behavioral Targeting

PAGE 4: Facebook: FBX

PAGE 5-8: Frequently Asked Questions

PAGE 8: Best Practices

PAGE 9: Targeting Options

PAGE 10: Creative Guidelines

PAGE 11: Internal Processes

Written by Jessica Hooper

SERVICE FEATURES

FACEBOOK EXCHANGE: FBX - With FBX you can improve the quality and quantity of your reach.

RUN OF NETWORK: run ads on multiple exchanges.

CONTEXTUAL TARGETING: target visitors on sites that are relevant to clients business. (auto categories, shopping categories, etc.)

BEHAVIORAL TARGETING: target potential custom-ers with known behavioral patterns.

SEARCH RETARGETING: keyword targeting done through a third party called Cross Pixel. This takes additional time but is basically another form of Be-havioral Targeting. This works best if combined with look-alike modeling.

PRE-, MID- AND POST-ROLL VIDEO WITH TARGET-ING: host creative directly and support 3rd party tags. All display targeting is also available in video.

IP ADDRESS TARGETING: targeting a range of IP addresses. Example: a single university or corporation. This should only be used to target big companies, not local stores.

SITE RETARGETING: target visitors to the client’s sites as they visit other sites. Involves a cookie/code.

LOOK-ALIKE MODELING: we use the client’s existing retargeting audience and then build a larger audience of people who “look like” visitors to the client’s site but haven’t actually gone there yet.

GEO ZONE: targeting by geographical area.

WE WORK WITH ALL THE MAJOR DATA PARTNERS AND OVER 27,000 AUDIENCE SEGMENTS

SERVICE CPM PRICING & AVERAGE CLICK THRU RATES

Service Click Through Rate

Facebook Right Rail

Facebook Newsfeed

Run of network

Contextual

Behavioral Targeting

Pre-roll video with targeting

Search retargeting (Cross pixel – keyword)

IP Targeting

Site retargeting

Look-alike modeling

Geo zone targeting

0.03%

0.05%

0.03 - 0.05%

0.5-0.7%

0.5-0.7%

0.1-0.15%

0.03-0.05%

0.05-0.07%

0.1-0.2% sometimes higher

0.05%

0.04%

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austin.eater.com

www.thetoptens.com

start.new.toshiba.com

www.trulia.com

amazingribs.com

ibtimes.com

www.foxnews.com

zillow.com

TYPE OF CUSTOMER: LOCAL HEARING AID CENTER

SAMPLE SITE LIST

CREDIT CARD HOLDERS

ESTIMATED HOUSEHOLD INCOME LEVELS

GENDER: Male or Female

EDUCATION LEVELS: Completed college Some college High school Graduate school

LUXURY LIFESTYLE

AGE: 18-60, 21-60, 21-34, 34-40, 40-50, 50-60

INTERESTS SUCH AS: Arts & Entertainment Cars/Autos Fitness Food/Wine Healthy Living Home Décor/Home Furnishing Home Improvement Music Real Estate Sports Travel – Cruise Travel – Domestic Travel – General Travel Travel – International

BEHAVIORAL TARGETING CATEGORIES

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allrecipes.com

www.perk.com

tabs.ultimate-guitar.com

tmz.com

nypost.com

theberry.com

www.championselect.net

www.dailymail.co.uk

www.castup.tv

www.gamenunu.com

www.youtube.com

vid.modamob.com

www.tasteofhome.com

www.apartmenttherapy.com

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Get 10% more reach

Treat FBX like another inventory source.

Right hand side. Newsfeed.

We have all the same targeting capabilities as a reg-ular TTD campaign minus contextual targeting.

1st Party Data Advertisers have valuable data thatcan be utilized on FBX, but cannot be utilized on Na-tive Facebook campaigns.

Manage and optimize FBX campaigns with the sametools you use across the other exchanges like geo tar-geting, frequency pricing, frequency caps, time of day and day of week.

Ability to track whether a user converts on the ad-vertiser’s website after seeing or clicking on the ad on Facebook.

Any campaigns struggling to get reach, FBX canhelp reach more users as they browse the Web. Mobile Newsfeed and Right rail won’t be available anytime soon for any DSP (Data service providers).

The typical number of views for a single News Feedimpression is typically between 2 and 3 views. The average being around 2.8 views per impression.

After every 12-13 organic pieces of Newsfeed contentthere is the opportunity to serve an ad. This allows for every 14th page post that appears on a user’s News-feed to be an ad.

Creative file size 600x315 and URL is needed and isvisible in creative.

EXTEND YOUR REACH BY ADDING FBX

FACEBOOK: FBX

GENERAL SPECS FOR RIGHT RAIL AND NEWSFEED ADS TITLE: 25 characters maximum

BODY: 90 characters maximum

USER MESSAGE: 500 characters maximum (Available only for Newsfeed)

IMAGE: Text within the image must be less than 20% of the total creative design

MAX FILE SIZE: 100KB

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FREQUENTLY ASKED QUESTIONS

Q) HOW LONG DOES IT TAKE TO LAUNCH A CAMPAIGN?

A) We require 6 business days to build and launch a campaign.

Q) WHEN WILL CAMPAIGN VERIFICATION BE PROVIDED?

A) Once the campaign goes live, communication will go out to the coordinator and sales rep viaPipeline.

Q) CAN I SERVE VIDEO IN MY CAMPAIGN?

A) Yes, you can run 400x300 and 640x360 in pre-, mid- and post-roll. Pre-roll is preferred as this rep-resents the majority of RTB inventory. You can also run 300x250 in banner video. The ad must include a play, pause, mute and unmute buttons. You also have the option of 15, 30 or 60 second videos. CMG ad network has the ability to host creative directly and support 3rd party tags. All display targeting capabilities are available in video.

*** If you are using a 3rd party tag for your pre-/post-/mid-roll ad you will need to use the Google approved ad formats if you want to run on Google.

Google only supports: 480x360, 640x360, and 1920x800

Q) DOES FACEBOOK CAP THE NUMBER OF TOTAL ADS ON A USER’S NEWSFEED?

A) No, currently there is no overall cap.

Q) DOES FBX NEWSFEED LIMIT THE NUMBER OF ADS THAT EACH ADVERTISER CAN SERVE IN A SINGLE NEWS FEED?

A) Facebook allows a 2/24 frequency for Newsfeed. Additionally, if a user “Likes” the Newsfeed ad or theAdvertiser’s page we will be able to serve that user 4 ads in a 24-hour period. These caps are per 24-hour time period per Advertiser/brand across all ad sources (other DSPs and standard/direct FB included).

Q) HOW SHOULD WE SET OUR FREQUENCY CAP FOR FBX?

A) The F-Cap for a Newsfeed Ad Group should be set at 2/24 to ensure that there is no missed opportunityto bid on a user, while ensuring you do not continue bidding when FB will not allow an additional ad from the same advertiser.

PRODUCTION INFORMATION & PROCESS

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Q) ARE WEEKLY REPORTS AVAILABLE?A) Yes, snapshot reports are available 24/7 by using our online dashboard.

Q) HOW FAR IN ADVANCE SHOULD A SITE RETARGETING PIXEL BE PLACED ON THE ADVERTISER'S SITE?A) At least 7 days prior to the campaign launch date.

FREQUENTLY ASKED QUESTIONS

Q) WHAT CAN I EXPECT TO SEE IN MY CAMPAIGN END REPORT AND WHO SENDS THIS?

A) The monthly reports will be provided by the 7th of each month by the digital product specialist and willinclude the following:

Impressions

Clicks

CTR

Top 5 sites

Top 5 site categories

Top 5 behavioral targets (if part of campaign)

Weekly reports are available upon special request by the digital account coordinator and will include the following:

Impressions

Clicks

CTR

Q) WHAT IS THE AVERAGE CLICK-THROUGH RATE?

A) Retargeting: 0.1%

Contextual: 0.5-0.7

Behavioral: 0.5-0.7%

ROE (run of exchange): 0.03-0.05%

Video: 0.1-0.15%

IP address: 0.05-0.07%

Facebook: right-hand side 0.03% and newsfeed .05%

REPORTING

Q) DO YOU ACCEPT THIRD PARTY TAGS?

A) Yes, we accept over 50 vendors.

Q) WHAT ARE THE CREATIVE SIZES OFFERED?

A) We offer an extensive size list. The following sizes are standard:

Display: 300x250, 728x90, 320x50, 160x600, 300x600, 300x50, 120x60.

Video: in banner 300x250

Pre-, mid- and post-roll: 400x300 and 640x360 (preferred)

CREATIVE PROCESS & INFORMATION

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FREQUENTLY ASKED QUESTIONS

CREATIVE PROCESS & INFORMATION CONTINUED

Q) WHAT ARE MY CREATIVE FILE LIMITS?

A) Third party tag size should not exceed 150k for display ads

Pre-roll and in-banner video max file size is 60 MB and the backup static image should not exceed 2mb. We can accept the following video files: mp4, flv, mov, WebM, wmv, mpg, mpeg.

Video 3rd-party tag: H.264 (MP4), Flash Video (FLV) WebM is recommended, but not required. VPAID is not supported. The 3rd-party video file size that is recommended is 1MB. The max is 10MB.

Display Mobile (GIF, PNG, JPG) should be less than 150K for basic banners and enhanced banners. The larger the file, the longer the download time. While we can host larger file sizes the following are recommended for mobile: 5kb for basic banners and 7.5kb for enhanced

Facebook creative: 100kb file size max and ad size is 600x315

MISCELLANEOUSQ) CAN I HAVE MULTIPLE CLICK THRU LINKS FOR MULTIPLE PIECES OF CREATIVE?

A) Yes, you may upload in a Word doc, Excel s/s or Zip file

Q) CAN I SERVE MOBILE?

A) Yes, as of now we offer mobile in browser inventory, meaning users on their mobile or tablet browsing intheir Internet browser will be served ads. We do not offer mobile in app at this time, but stay tuned!

Q) CAN I RUN ADS WITH THE FOLLOWING CONTENT: CASINOS, WEAPONS, AMMUNITION ORTOBACCO PRODUCTS?

A) No, you may not.

Q) CAN I RUN ADS WITH POLITICAL CONTENT?

A) Yes. Example: Voting ads are fine. But we do not allow advertising for political candidates or parties whereit’s prohibited by law. Any political advertising must comply with local, state and national election laws.

Q) CAN I RUN POLITICAL ADS ON ELECTION DAY?

A) Yes, but the CPM will most likely be much higher.

Q) CAN I RUN EXPANDABLE AD SIZE CREATIVE?

A) Yes, with sizes 300x250, 728x90 and 160x600.

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FREQUENTLY ASKED QUESTIONS

MISCELLANEOUS CONTINUED Q) WHERE WILL MY ADS SHOW UP?

A) We work with all major ad exchanges partners. These are listed below under inventory partners.

BEST PRACTICES WHAT YOU NEED TO KNOW IN ORDER TO BUILD AN EFFECTIVE CAMPAIGN:

Documents:

Web IO

Goal Discovery Form (Must

be filled out completely or

it will be rejected)

Click thru

Creative: Standard sizes

needed include 300x250,

728x90, 160x600. Mobile,

video and FBX are optional.

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TARGETING OPTIONS

Facebook Exchange – FBX With FBX you can im-

prove the quality and quantity of your reach

Right-handed-side (RHS) and News-feed

Run of network – run ads on multiple exchanges.

Contextual Targeting- target visitors on sites

that are relevant to clients business

Behavioral Targeting - target potential customers

with known behavioral patterns

Search Retargeting – keyword targeting done

through a 3rd party called cross pixel. This takes ad-

ditional time but is basically another form of BT. This

works best if combined with look-alike modeling

Pre, mid, post-roll and in banner video with tar-

geting – host creative directly and support 3rd-

party tags.

IP Address Targeting – Targeting a range of IP ad-

dresses. (e.g., at a single university or corporation).

Site Retargeting- target visitors to the client’s sites

as they visit other sites. Involves cookie/code.

Lookalike modeling - We use the client’s existing

retargeting audience and then build a larger audience

of people who “look like” visitors to the client’s site but

haven’t actually gone there yet.

Geo zone – targeting by geographical area.

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CREATIVE GUIDELINES

GIF, JPEG image files Flash files (suggested version Flash 8 or lower) 3rd-Party Ad Tags from approved ad servers (HTML or raw JavaScript) Rich media (supported with some limitations, please speak with your Account Manager if you intend to run rich media) Supported Standard Ad Sizes:

160 x 600 Wide skyscraper300 x 250 medium rectangle728 x 90 leaderboard

OTHER SPECIFICATIONS Creative images must be clear, recognizable and relevant; text appearing in the ad must be legible.

Creative must occupy the entire space of the image size you’ve chosen.

Creative cannot appear sideways or upside down.

Ad must have a visible border of a contrasting color to the majority background color of the creative.

Creative cannot be segmented, contain multiple copies of itself within the ad, or otherwise appear to bemore than one ad.

All display ads must be 150K or smaller in file size.

All creative must contain a click-thru link.

Animated ads are restricted to a maximum of 15 seconds of looping, after which point they must remain static.

Flash creative must use the click TAG function on the top-most layer and must have the stop function onthe last frame of the animation. First party optional back-up static image is supported.

In-banner video and pre-roll video creative should be in flash format with a 60MB max file load. Video 3rd- party tag size limit is between 1MB-10MB.

For auto-start video ads, there is a 15 second limit. Audio should not be heard unless initiated by a mouseover; video should be backstopped by a static 300x250, which should click through to a landing page.

All in-banner and pre-roll video ads must include the play, pause, mute and unmute controls.

FACEBOOK CREATIVE Title: 25 Characters, including spaces Body: 90 Characters, including spaces Cannot contain two punctuation symbols in a row (e.g., “Buy now!!” or “Save 20%”). Static-only Image size 600x315 Click Through URL Mobile Creative GIF, PNG, JPG for still images Animated GIF for animations 100kb file size for basic and enhanced FBX banners

SUPPORTED AD FORMATS

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DESIGN & SET UP The Digital Account Coordinator reaches out to client for creative assets and instructions for building (if

not provided to them by Sales) within 1 business day of receipt of IO from sales rep.

The Digital Account Coordinator uploads complete client materials & instructions to AEPortal.

If retargeting is part of the client’s campaign the client will need to install a pixel on their site. The pixel will comefrom the vendor. Either the sales rep or the Digital Account Coordinator will email the pixel to the client.

The Digital Account Coordinator provides proof to client within one (1) business day of uploading materialsinto AEPortal. We have a 24-hour turnaround time for proofs as long as we are using Gerald’s templates.

Client notifies the Digital Account Coordinator of any revisions. Repeat as needed. Two (2) revisionsincluded. 8-24 hours are needed to complete all revisions.

Sales rep or the client approves of ad through email.

The Digital Account Coordinator provides assets to vendors within one (1) business day.

LAUNCH A note will be sent through Pipeline that says “this campaign is now live.”

The Digital Account Coordinator confirms successful start to order and sends confirmation throughWeb IO to sales rep on day one of campaign.

POST CAMPAIGN Communication will be sent via Pipeline once campaign goes live.

Monthly reports will be sent by the 7th of each new month by the Digital Product Specialist. A look backat the past 30 days will be included in the monthly report along with impressions, clicks, CTR, top 5 BT’s,top 5 sites and top 5 site categories.

Weekly reports available upon special request and will be provided by the Digital Account Coordinator and will include impressions, clicks and CTR.

Now you are ready to sell some big campaigns!

INTERNAL PROCESSES Estimated Total Project Life ~6 business days based on Workload

PRE SALES Sales rep is responsible for the CNA as well as research.

Sales rep should input client information as a lead into Salesforce as soon as client is identified as a lead.

Sales rep should complete an IO and goals discovery form and submit through the digital collaboration tool.The Digital Account Coordinator has 24 hours to submit to billing and Pipeline once they receive payment.

Digital Account Coordinator or product specialist will upload IO, goals discovery form, creative andclick-thru to the Pipeline and Order Services will enter IO into DTI within *two (2) business days.

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