1. Empower the Marketer! Vanina Leka Account Director

2. What is Adserving?

3. The Adserving Process 1 st Party Adserver 3 rd Party Adserver

4. Manage, Forecast, Target, Optimize, Maximize, Prioritize, Upgrade INVENTORY Adserving …….

5. Why Adserving for the Marketer?

6. Power is in your Hand

7. © 2009 Eyeblaster. All rights reserved DISPLAY RICH SEARCH MOBILE SOCIAL MEDIA PlanTrafficServeOptimiseAnalyse Cross Channel Campaign Management

8. ROI Cost Conversion tags Delivery Impressions Clicks Unique Site/Publisher overlap Engagement Dwell Interaction Expansion Video playback Measure the right thing

9. o Delivery Reports o Engagement Reports o Conversion Reports o ROI Reports o Unique and Frequency o Creative Comparison o Search Reports Reports

10. Site NameServed Impressions Interaction Rate CTRDwell Average Duration (Sec) Dwell RateTotal Expansions Rate Expansion Average Duration (Sec) Kathimerini GR514,0510.48 %0.19 %97.414.88 %63.93 %117.90 AxiaPlus GR412,9020.07 %0.04 %48.111.45 %60.07 %184.46 Neoweb GR341,5750.19 %0.16 %23.874.70 %1.97 %216.23 Naftemporiki GR326,2931.79 %0.15 %120.655.66 %68.85 %148.03 MSN GR304,97151.01 %1.69 %59.3714.40 %47.11 %25.14 I-Reporter GR287,1370.22 %0.09 %63.293.41 %25.02 %129.13 Greekmoney GR197,5330.49 %0.25 %43.346.61 %19.87 %112.15 FmVoice GR17,6370.36 % 21.136.91 %0.00 %0.00 Totals26,461,8060.93 %0.14 %80.153.78 %54.90 %138.52 Engagement/Unique User Reports Site NameUnique Impressions Average Frequency Unique Clicking Users Unique Clicking Users Rate Unique Dwelling Users Unique Dwell Rate Unique Expanding Users Unique Expanding Users Rate Contra GR705,7375.554,8010.68 %00.00 %0 Yahoo GR696,1032.525,4540.78 %00.00 %0 Sport24 GR320,0733.983,4281.07 %00.00 %0 in GR410,2322.889,3782.29 %00.00 %138,37033.73 % MSN GR254,9771.959070.36 %00.00 %0 Naftemporiki GR78,5902.971,1551.47 %00.00 %0 Olympiakos GR35,8532.908712.43 %00.00 %0 Facebook GR00.006,9020.00 %0 0 Totals2,181,1754.1132,6161.50 %00.00 %138,4116.35 %

11. Frequency/Overlap Reports Campaign NameFrequencyServed Impressions Unique in Frequency Level CTRInteraction Rate Impressions with Any Panel Expansion - Rate Ad Average Duration (Sec) Dwell Average Duration (Sec) Dwell RateConversion Rate to Frequency 0812058,962,805 0.40 %3.91 %2.46 %91.2353.490.00 % 00N/A0.00 % 0.00 0.00 % 12,500,8681,397,9420.45 %5.22 %3.25 %87.3353.610.00 % 21,102,926370,1880.43 %5.17 %3.27 %90.0756.100.00 % 3732,738194,6750.37 %4.65 %3.01 %89.8353.900.00 % 4538,063118,7210.34 %4.38 %2.87 %91.9955.450.00 % 5419,342N/A0.31 %4.02 %2.65 %91.4649.960.00 % 6+3,668,868 0.17 %2.18 %1.49 %97.0951.400.00 % Totals8,962,805 0.40 %3.91 %2.46 %91.2353.490.00 % Site NameUnique Impressions Exclusive Unique Impressions Exclusive Unique % Out Of Unique Impressions Overlap Unique Impressions Overlap Unique Impressions with One Site Overlap Unique Impressions with Two Sites Overlap Unique Impressions with Three Sites Contra GR705,737545,89777.35 %159,840119,90632,7986,397 Yahoo GR696,103581,74983.57 %114,35486,72222,1724,802 Sport24 GR320,073203,97263.73 %116,10182,94326,6065,837 in GR410,232310,55975.70 %99,67373,64320,5084,874 MSN GR254,977196,25176.97 %58,72643,53912,0112,755 Naftemporiki GR78,59051,09865.02 %27,49219,0426,3141,795 Olympiakos GR35,85321,53560.06 %14,3188,7433,9261,360

12. Site Unique Overlap Reports - Use this graph to view the top 10 overlapping combinations for each site (represented by the different colors) and examine each site's overlap. - Each site Unique overlap makes 100% that is broken down to the different overlap combinations. - e.g., A site might share specific Unique users with more than one other site at the same time - this case represents a combination of overlap with two other sites.

13. Ad NameInteraction Rate CTRDwell Average Duration (Sec) Dwell RateTotal Expansion Rate Expansion Average Duration (Sec) 300x250_exp0.37 %0.07 %98.863.43 %78.93 %145.59 728x90_exp0.58 %0.16 %90.275.52 %75.59 %122.31 300x250_saita_salonica0.23 %0.21 %25.763.36 %0.00 %0.00 300x250_saita_london0.24 %0.22 %26.193.39 %0.00 %0.00 300x250_saita_heraklion0.23 %0.21 %25.723.43 %0.00 %0.00 300x250_saita_istanbul0.25 %0.22 %26.343.32 %0.00 %0.00 460x60_exp0.18 %0.11 %67.873.36 %78.94 %101.14 160x600_exp0.19 %0.11 %102.352.37 %57.89 %123.43 234x6051.01 %1.69 %59.3714.40 %47.11 %25.14 Ad Format (Unit Size)Served ImpressionsCTRInteraction RateTotal Conversions RateDwell Average Duration (Sec) Dwell Rate Expandable Banner (300x250)13,759,1020.07 %0.37 %0.00 %98.863.43 % Polite Banner (300x250)7,673,9960.21 %0.24 %0.01 %25.993.38 % Expandable Banner (728x90)3,311,8720.16 %0.58 %0.00 %90.275.52 % Expandable Banner (460x60)964,8930.11 %0.18 %0.00 %67.873.36 % Expandable Banner (160x600)446,9720.11 %0.19 %0.00 %102.352.37 % Expandable Banner (234x60)304,9711.69 %51.01 %0.00 %59.3714.40 % Totals26,461,8060.14 %0.93 %0.00 %80.153.78 % Creative Comparison Reports Ad Formats Reports

15. Ways to streamline your media plan Optimizing for branding – Engagement Metrics – It’s all about time. Driving conversions through the banner – Facilitates measurement and enhances engagement. Review ad performance by frequency – rotate creatives accordingly. Creative Targeting – demographic, behavioral, re-targeting etc Creative optimization – by serving the best-performing creative across media. Optimize reach and frequency – by analyzing the overlap of unique users. Allocate buying between display and search – by examining the Consumer Path to Conversions.

16. 30% what you see 50% what you see & hear 70-90% what you see, hear & touch You remember

17. © 2010 Eyeblaster. All rights reserved % Lift  gif/jpg  Rich Media  Video Aided Brand Awareness Online Ad Awareness Message Association Sponsorship Association Brand Favorability Purchase Intent Source: Dynamic Logic MarketNorms Q1 2005 The value of video

18. Dwell rate vs CTR

19. Branding Online – To Do’s Grab attention Create preference Raise intention to act

20. Thank you Vanina Leka vanina.lekka@mediamind.com 210-8026050