242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Sales Overview (Internal) Geoffrey King | Sales Engineer, NA September 17th 2010 Analytics v4

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Mission statement ▸ Conversion enhancements ▸ Performance by frequency ▸ Visibility metrics ▸ Unique enhancements ▸ Smart versioning reporting ▸ Miscellaneous Agenda

© 2010 MediaMind Technologies Inc. | All rights reserved Mission statement ▸ A more powerful and advanced analytics tool ▸ MediaMind platform look and feel for better user experience ▸ New metrics to improve MediaMind’s data- oriented offering ▸ Enhanced capabilities for analysing creative performance 44pt Arial ALL text is lower case Animation if needed Is “Fade - very fast”

© 2010 MediaMind Technologies Inc. | All rights reserved Conversions Increased Capabilities

© 2010 MediaMind Technologies Inc. | All rights reserved Conversion data settings ▸ Cookie window enhancements ▸ Introduction of conversion attribution models ▸ Increased path length Animation if needed Is “Fade - very fast”

© 2010 MediaMind Technologies Inc. | All rights reserved Cookie window: the predefined number of days where a users actions (impressions and clicks) are considered before a conversion. “ ”

© 2010 MediaMind Technologies Inc. | All rights reserved Cookie window example Ad: C Action: Click Ad: A Action: Click Ad: B Action: Click Ad: C Action: Impression Click Window Impression Window Time Day Day 0 Click Window Impression Window ExampleImp WindowClick WindowConversion Path 11030Ad: C, B, A, C 2520Ad: B 3515Ad: none Click Window Impression Window Conversion

© 2010 MediaMind Technologies Inc. | All rights reserved Cookie window enhancements ▸ Previously: you could only set one window per account and you had to use predefined periods all advertisers in the account needed to use the same window ▸ Analytics v4: you can apply individual rules per advertiser and set any number of days: Animation if needed Is “Fade - very fast”

© 2010 MediaMind Technologies Inc. | All rights reserved Conversion attribution: the method and business rules that govern how conversions are awarded “ ”

© 2010 MediaMind Technologies Inc. | All rights reserved Conversion attribution enhancements ▸ Previously: conversion attributed to the last event in the path (imp or click) in standard reports Note: as long as the event was within the defined cookie window Animation if needed Is “Fade - very fast” Ad: C Action: Click Ad: A Action: Click Ad: B Action: Click Ad: C Action: Impression Click Window Impression Window Time Day Day 0 Conversion Received 100% of the conversion

© 2010 MediaMind Technologies Inc. | All rights reserved Conversion attribution enhancements ▸ Analytics v4: you can now select between three conversion attribution rules: 1. Last event - the current conversion rule 2. Click over impression - new 3. Last click, disregard impressions - new ▸ Each rule can be applied to a particular advertiser ▸ Note: the cookie window also apply

© 2010 MediaMind Technologies Inc. | All rights reserved Click over impression ▸ Definition: attributes the conversion to the last click in the path. If no clicks occurred, the conversion is attributed to the last impression Ad: C Action: Click Ad: A Action: Click Ad: B Action: Click Ad: C Action: Impression Click Window Impression Window Time Day Day 0 Conversion The previous impression is ignored for the clicked ad in the path

© 2010 MediaMind Technologies Inc. | All rights reserved Last click, disregard impressions ▸ Definition: attributes the conversion to the last click in the path. If no clicks occurred, no conversion is counted. Ad: C Action: Click Ad: A Action: Click Ad: B Action: Click Ad: C Action: Impression Click Window Impression Window Time Day Day 0 Conversion The previous impression is totally disregarded. Only clicks are included in the path Ad: C Action: Impression Ad: B Action: Impression Ad: C Action: Impression Click Window Impression Window Time Day Day 0 Conversion No clicks in the path so no conversion is recorded

© 2010 MediaMind Technologies Inc. | All rights reserved Test multiple cookie windows and attributions ▸ Analytics v4: set up to 6 different cookie windows and conversion attribution combinations Animation if needed Is “Fade - very fast” ▸ Select the required rule when running the report and analyse immediately

© 2010 MediaMind Technologies Inc. | All rights reserved Path length: how many events (impressions) are tracked in the users path to conversion “ ”

© 2010 MediaMind Technologies Inc. | All rights reserved Path length ▸ Previously: only the last 5 events were stored ▸ Analytics v4: track up to 100 events: 10 events: provided for free (industry standard) 11 – 100 events: at a cost Previously (last 5 events) Analytics v4 (up to 100) Imp 9 Time Day Day 0 Conversion Imp 10Imp 8Imp 7Imp 6Imp 5Imp 4Imp 1Imp 2 Imp 3

© 2010 MediaMind Technologies Inc. | All rights reserved Path length reporting ▸ When creating the report, select a path length Maximum of 50 events can be included in this report

© 2010 MediaMind Technologies Inc. | All rights reserved How can we use this? ▸ Provide more extensive analyse ▸ Track as many events as necessary and learn how your audience interact with your brand

© 2010 MediaMind Technologies Inc. | All rights reserved Side note on analytics: cookie windows ▸ A study by Mediacom in the US ▸ Cookie window is determined by identifying the point where response rate of test group (exposed) converges statistically with that of control group (non exposed). Animation if needed Is “Fade - very fast”

© 2010 MediaMind Technologies Inc. | All rights reserved Increased frequency analysis capabilities Performance by Frequency

© 2010 MediaMind Technologies Inc. | All rights reserved Performance by frequency enhancements ▸ New metrics ▸ Advertiser level control of conversion settings ▸ New frequency buckets ▸ Inclusion of dwell rate Animation if needed Is “Fade - very fast”

© 2010 MediaMind Technologies Inc. | All rights reserved New frequency metrics ▸ Unique at frequency level: The number of unique users who reached the indicated frequency of viewed impressions ▸ Total impressions to frequency: The sum of impressions viewed up to the indicated frequency ▸ Total conversions to frequency: The sum of conversions recorded up to the indicated frequency for all users ▸ Conversion rate to frequency: The percent of ‘Total Conversions to Frequency’ out of ‘Total Impressions to Frequency’ Animation if needed Is “Fade - very fast”

© 2010 MediaMind Technologies Inc. | All rights reserved New frequency metrics FrequencyUniques at frequency Total impressions for frequency Total conversions for frequency Conversion rate for frequency 12611/6 = 16.67% /10 = 20% /13 = 30.7% Totals6134

© 2010 MediaMind Technologies Inc. | All rights reserved Advertiser level control of conversion settings ▸ Control the cookie window and conversion attribution model governing conversions

© 2010 MediaMind Technologies Inc. | All rights reserved New frequency buckets ▸ Previously: we only tracked frequencies 1–5, all additional frequencies went into the group ‘6+’ ▸ Analytics v4: we track frequencies 1,2,3...30, , 41-50, 51-60, 61-70, and 100+ Previously Analytics v4

© 2010 MediaMind Technologies Inc. | All rights reserved Inclusion of dwell rate ▸ The Dwell Rate metric has been added ▸ View optimal frequency for dwell rate, and accordingly defines the frequency strategy Animation if needed Is “Fade - very fast”

© 2010 MediaMind Technologies Inc. | All rights reserved How can we use this? ▸ Learn frequency levels and impressions volumes required to hit desired reach ▸ Analyse the impact of repeat exposures: Direct response: Conversion Rates, CTR User engagement: Dwell Rate and Average Dwell Time

© 2010 MediaMind Technologies Inc. | All rights reserved How can I be sure somebody saw my ads? Visibility Metrics

© 2010 MediaMind Technologies Inc. | All rights reserved Visible impressions: the number of impressions that were served and viewed by users “ ”

© 2010 MediaMind Technologies Inc. | All rights reserved The problems ▸ Ads may be placed so far down a page that they never appear on the screen Increasing number of performance buys ▸ The user bandwidth may be slow and they have scrolled away from the ad before it was displayed ▸ How can I benchmark placements in worse locations on the page against more premium to determine ROI? Animation if needed Is “Fade - very fast”

© 2010 MediaMind Technologies Inc. | All rights reserved The solution ▸ Analytics v4: release of visible impression metric ▸ Only counts if ad is viewable for 1+ seconds 728x90 300x 250 Above the fold Below the fold User browser screen (current viewed area) Unit SizeImpressionVisible 728x901Yes 300x2501No On page load Unit SizeImpressionVisible 728x901Yes 300x2501Yes After user scrolled   

© 2010 MediaMind Technologies Inc. | All rights reserved New visibility metrics ▸ Visible impressions: Number of impressions served that were displayed on screen ▸ Visible impressions rate: The percent of impressions viewed out of the measured impressions for visibility evaluation proposes ▸ Recorded impressions rate: The percent of impressions successfully* recorded for visibility evaluation purposes out of served impressions ▸ Note: this metric is provided at a cost $$$ * In some cases it is not possible to know whether ads were visible or not. For example, when serving ads to IFRAMES. Until June 1, 2011 $2,250 per advertiser for three months of unlimited use. Until January 1, 2011 $7,500 per advertiser for twelve months of unlimited use. Starting August 22nd 2011 An additional $0.02 CPM. In all cases the first month is free.

© 2010 MediaMind Technologies Inc. | All rights reserved Visibility reporting ▸ Available in: Analytics reports: Delivery Summary, Campaign Summary Analytics tools: Custom Report Builder Number of recorded impressions = 500,000 Visible impression rate = 100,000/500,000

© 2010 MediaMind Technologies Inc. | All rights reserved How can we use this? ▸ Understand quickly how often your ads are seen on sites, influence future buys ▸ Understand how this impacts ROI, does paying for below the fold impression give better ROI? Report source: CRB

© 2010 MediaMind Technologies Inc. | All rights reserved Unique Enhancements Greater accuracy and power

© 2010 MediaMind Technologies Inc. | All rights reserved Unique impression enhancements ▸ Adjusted unique impression counting ▸ Unique dwell metric ▸ Impression with dwell metric

© 2010 MediaMind Technologies Inc. | All rights reserved Adjusted unique: a statistical method for counting unique impressions, aligned with the IAB measurement standards “ ”

© 2010 MediaMind Technologies Inc. | All rights reserved Adjusted unique ▸ Previously: we identified unique users based on cookies. This often results in over counting ▸ The problem with cookies? Some users delete cookies Some users block cookies altogether Some users use more than once computer/browser etc ▸ A UK study found that 33% of UK users delete cookies every month ▸ The same study found that cookies are over counted by x5.1 Source: comSore, September 2009 – Proposal for a new Person-Centric Measure

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Analytics v4: a new statistical algorithm to project the number of unique users ▸ Analyses users with reliable cookies as a sample to statistically project the activity of the entire population ▸ Also influences unique; clicks, expanding users, video viewers and dwell. Only available in special report in Analytics Adjusted unique Campaign Frequency = sum of ‘good’ cookie sum of ‘good’ impressions X served impressions

© 2010 MediaMind Technologies Inc. | All rights reserved Adjusted unique example User: Geoff (1) Campaign period Time Day Day 0 TypeCookiesImpressions Good:12 Bad:22 Total:4 User: Bob (2) Other exposures User: Adrian (4) User: Geoff (1) Bob deleted cookie User: Bob (3) Campaign Frequency = 1 2 X 4 = 2

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Unique Dwell: The number of unique users who spent at least one second engaging with the ad ▸ Impressions with Dwell: The total number of impressions for which users engaged with the ad for at least one second ▸ Found in the following reports: Unique metrics summary report Adjusted unique report Campaign presentation Custom report builder New unique metrics

© 2010 MediaMind Technologies Inc. | All rights reserved How can we use this? ▸ Soon to be certified by the IAB ▸ Increased accuracy in counting unique metrics ▸ Apply analysis to the metrics that count

© 2010 MediaMind Technologies Inc. | All rights reserved Increased tracking and reporting flexibility Smart Versioning Reporting

© 2010 MediaMind Technologies Inc. | All rights reserved Tracking smart versioned changes to creative ▸ Previously: track changes in the ad using the “Ad History” log or two custom reports ▸ The problem? Only PS could generate reports displaying more metrics Difficult to read No context on what the change(s) were

© 2010 MediaMind Technologies Inc. | All rights reserved Tracking smart versioned changes to creative ▸ Analytics v4: additional labelling to provide more informative tracking and reporting analysis ▸ Smart Version Group: User defined name for the version of creative that can be accessed in analytics ▸ Smart Version (Y/N) (Reporting Field): Indicates whether the ad unit has a smart version capability

© 2010 MediaMind Technologies Inc. | All rights reserved Reporting example ▸ Found in the following reports: Online report (flat and formatted – grouped by ad name) Custom report builder

© 2010 MediaMind Technologies Inc. | All rights reserved How can we use this? ▸ Give creative versions informative names ▸ Easily benchmark performance of versions ▸ Vertical comparison to see what performed best

© 2010 MediaMind Technologies Inc. | All rights reserved Miscellaneous

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Ability to compare HD video against SD video ▸ New field called ‘Video quality’ ▸ Available in: Video by ad name report Custom report builder Excel Plug-in ▸ Note: HD (>= 1800 Kbps), SD (<1800 Kbps) High Definition (HD) video reporting

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Previously: data capture form data was only accessible from the creative tab Data capture reporting

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Analytics v4: data now available within Analytics and includes scheduling options Data capture reporting

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ For agencies who require event data for further in-house analysis ▸ Offered as a service ▸ Data provided: Standard events file Rich events file Conversion events file Metadata Cookie level data

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ CC4S reports available in flat excel format ▸ New permissions to limit access to only CC4S data and modules, access includes: Search integration module in MediaMind Search reports in Analytics, including custom reports. Exposure only to relevant display campaigns in the reports ▸ Role: ‘Client - Chanel Connect for Search user’ CC4S reporting

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Analytics v4 now looks like MediaMind! ▸ ‘My Saved Reports’ can now be sorted, customised, filtered, and exported to Excel ▸ Select account from report generation page ▸ Add up to 300 items in filters (was 50) ▸ Run reports directly from the campaign list Interface enhancements

© 2010 MediaMind Technologies Inc. | All rights reserved Summary

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Cookie window: New settings take place within 24 hours ▸ Visible impressions: Accurate since January 2010 Provided at a cost (free during beta) By default only collects data for rich media creative ▸ Path length Paths of 11 events to 100 provided at a cost (free during beta) Paths of up to a year can be stored Storing the additional data starts once this feature is enabled To be aware of

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Adjusted unique: Metrics accurate as of May 3 rd, 2010 ▸ Cookie level data: Currently in beta Provided at a cost (free during beta) Not for the faint of hearted, strong customer service required To be aware of

© 2010 MediaMind Technologies Inc. | All rights reserved MediaMind Open Workflow Streamlined Ad Serving Analytics v4 summary Actionable Analytics Conversion enhancements Cookie window enhancements Conversion attribution models Path length ($$$) Performance by frequency New metrics (inc. Conv) Increased frequency buckets Dwell rate Visibility metrics ($$$) Unique enhancements Adjusted unique Unique dwell metric Impression with dwell Misc HD vs SD reporting CC4S reporting + role Data capture reporting New analytics interface Smart versioning reporting Cookie level data ($$$)

© 2010 MediaMind Technologies Inc. | All rights reserved +61 (2)

© 2010 MediaMind Technologies Inc. | All rights reserved Thank you!