1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower Cat Spurway-Hepler SVP, Strategy & Marketing

2 Niemen Marcus Chocolate Chip Cookies Grab a piece of paper, your iPad, iPhone… 1/2 cup unsalted butter 1 cup packed brown sugar 3 tablespoons white sugar 1 egg 2 teaspoons vanilla extract 1 3/4 cups all-purpose flour 1/2 teaspoon baking soda 1/2 teaspoon baking powder 1/2 teaspoon salt 1 1/2 teaspoons instant espresso coffee powder 1 1/2 cups semisweet chocolate chips Preheat oven to 375 degrees Cream together butter, brown and white sugar, beat in egg and vanilla. Add flour, baking soda, baking powder, salt and espresso powder; stir into the creamed mixture. Finally, stir in the chocolate chips. Drop dough by tablespoonfuls onto a greased cookie sheet Bake for 8 to 10 minutes

3 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower Cat Spurway-Hepler SVP, Strategy & Marketing

4 We’ll Cover 3 Things 1.The 5 Ingredients for Digital Success 2.How Brands are Applying the 5 Ingredients 3.Key Questions to Find the Right Recipe for Your Brand

5 The 5 Ingredients for Digital Marketing Success 1.Audience : Who are you serving? 2.Data: What’s on the menu? 3.Creative: We eat with our eyes first! 4.Distribution: For here or to go? 5.Performance: 5 Star or Flop?

6 Make the Most Out Of Every Impression

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8 Find Your Audience, Reach More of Your Audience Key Questions: Is your audience more than an execution target? Which tools/partners could you be using? Are you prepared to be OBA compliant? Are you considering contextual and intent? Audience People, Not Just Places Understand Your Audience Find and Reach More of Your Audience

9 Make the Most Out Of Every Impression

10 What Data Exists? Data Creative & Functionality Publisher 1 Publisher 2 Publisher 3 User Profile 1 User Profile 2 User Profile 3 Geo, Demo, Behavioral Geo Demo Geo/Demo Nothing Geo/Demo Product/Offer Publisher Content/Data Demographic/Behavior Targeting Geo/Localization Audience

11 When You Find Them, Give Them What They Want Data Key Questions: Do your audience insights influence your message? Are you considering the environment where media is being consumed? Do your success metrics tell the whole story?

12 Case Study: Meijer - Syndicating the Circular A Dash of “Distribution” Meijer thinks BIG with digital billboards featuring local deals! A Dash of “Distribution” Meijer thinks BIG with digital billboards featuring local deals!

13 Make the Most Out Of Every Impression

14 Use Creative to Engage High Impact Executions/ Page Takeovers Integrated/Synched Video Interactive Experience and Engagement Interactivity,Gaming, Data Entry Click the images above to experience the value of creative Expandables with Multiple Videos Photo Upload Creative Highly interactive non- expanding rich media Dynamic: XML, Offers, Ad Versioning, Landing Pages

15 Give Consumers What They Want Key Questions: Do you have dynamic assets available? Are you giving them a reason to engage? Are you thinking beyond the click? Does every impression make an impression Creative

16 Give Consumers What They Want Creative

17 Make the Most Out Of Every Impression

18 Distribution No Channels: Your Brand… Everywhere Mobile App Mobile Site Online Circular iPad FacebookPC Rich Media/Display Digital Out of Home

19 Distribution No Channels: Your Brand… Everywhere Mobile App Mobile Site Online Circular iPad FacebookPC Rich Media/Display Digital Out of Home

20 No Channels: Your Brand… Everywhere Key Questions: Are you extending beyond the desktop? Are you testing new digital channels? Do you consider mobile “display”? Distribution

21 No Channels: Your Brand… Everywhere Distribution

22 No Channels: Your Brand… Everywhere Distribution

23 Make the Most Out Of Every Impression

24 Measuring the Impact of Display Key Questions: Are you looking at and measuring your digital investments holistically? Are you measuring success based on the last click? Are you measuring site-side activity? Performance

25 Measuring the Impact of Display Performance Giving Proper Credit to Display + Search A consumer saw a display ad, then searched on Google or Yahoo, then booked an appointment 16% of people who booked an appointment saw a display ad before they made a search

26 Challenge: Reach consumers where they are – online – and drive in store to increase sales Strategy: Test rich media ads with dynamic and local content Evaluate richer, expandable format versus standard ads Evaluate how various audience segments perform Result: Overall increase in in-store sales during the three-month campaign period and Overall increase in in-store sales during the three-month campaign period and expandable, localized eCircular ads significantly outperformed the non-expanding Flash ads: 9% increase in dollar sales with digital 17 % incremental sales lift among rich media exposed households compared with a 5% standard ad lift 10x return on media investment Led to better understanding of customer segments SUPERVALU Drives Conversion with Localized Expandable Ad Campaign Study conducted by Nielsen * Study conducted by Nielsen

27 AUDIENCE / TARGETING INFO Open, Agnostic, Targeted DATA Promotions, Messaging Products, Offers, Inventory Feeds CREATIVE ASSETS Elements, Features, Functionality Measure Mobile, iPad Social/ Facebook Digital OOH PC In Stream Video Create, Connect, Convert

28 Connect with Us! Jim Cat blog.PointRoll.com

29 Next PointRoll Webinar: “OBA Compliance Demystified: Easy Solutions for Compliant Campaigns” Hosted by TRUSTe and PointRoll Register: tinyurl.com/PointRollOBAWebinar March 24, 2010

30 Thanks!