1. © 2009 Eyeblaster. All rights reserved Product Overview + Learning's Presented by: Geoffrey King ● Sales Engineer ● 3 rd February 2009 Channel Connect for Search

2. © 2009 Eyeblaster. All rights reserved Agenda Market Review Some Compelling Research CC4S Product Recap Who Are We Working With? CC4S Process and Costs Conclusions

3. © 2009 Eyeblaster. All rights reserved Market Review Search continues to grow in spend with over 60% more being spent on Search than display Current figures show that search will grow by 33% while Display by 29% Source: IAB Online Advertising Expenditure Report, Q3 2008

4. © 2009 Eyeblaster. All rights reserved Why Does it Continue to Grow? Search generally has higher ROI Why?  Most markets look at conversions as the main KPI and award it based on the last click  Search is generally more targeted so is often the final touch point before conversion  Agencies often manage these channels in different “Silos” and do not have tools to delve into more advanced analytics to see a holistic view and the touch points

5. © 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Better Together

6. © 2009 Eyeblaster. All rights reserved The Benefits are evident

7. © 2009 Eyeblaster. All rights reserved Search and display together drive brand performance Source: Display Advertising Lift on Search Activity (Organic and Paid) – Specific Media, Aug 2008 Brand Search Volume An integrated display campaign can help drive 155% increase in brand search volume

8. © 2009 Eyeblaster. All rights reserved Drive Traffic Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions) 7x Display Only; 3x Search Only Lift in Site Visits

9. © 2009 Eyeblaster. All rights reserved Lift Site Engagement Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions)

10. © 2009 Eyeblaster. All rights reserved More Sales Chart 1 Source: Yahoo!/Comscore Research Online, Buy Offline study, 2007 Increases in average order size Display onlySearch onlySearch & Display Chart 2Source: Yahoo!/Comscore Close the Loop study, 2006

11. © 2009 Eyeblaster. All rights reserved CC4S - A Bridge between the Silos One Tracking system One Reporting system Better Decision making Ease of use © 2008 Eyeblaster. All rights reserved

12. © 2009 Eyeblaster. All rights reserved How does it work? Retrieve from engines (API) Data for reports daily Search Data Change keyword URL Redirect to Eyeblaster Look for data changes hourly Click tracking Use Eyeblaster conversion tag De-dupe conversion in ACM De-dupe conversion in SEM Conversion tracking Unified Reports De-duplication No integration Unified Reports De-duplication No integration Backend process

13. © 2009 Eyeblaster. All rights reserved Channel Connect Reports The Channel Connect reports available are: Search-Display Overview Search Overview Path to Conversion Analysis by Channel Path to Conversion Analysis by Publisher

14. © 2009 Eyeblaster. All rights reserved Compare Search and Display Channels Channel Connect for Search allows you to compare both channels in a single report Use the Search – Display Overview report to compare the channels using delivery metrics, ROI and conversion information From: Search – Display Overview report

15. © 2009 Eyeblaster. All rights reserved Compare Search and Display Channels From: Search – Display Overview report For example, the Search campaigns had better CTR (2.4%), but most of the conversions (almost 18,000) came from the Display campaign Display Search

16. © 2009 Eyeblaster. All rights reserved Find Search and Display Synergies The Search – Display Overview report also shows you the Other Channel Impact Rate metric, which helps you understand the synergy between channels From: Search – Display Overview report High Other Channel Impact Rate for Search means a high contribution of the Display channel to the Search channel

17. © 2009 Eyeblaster. All rights reserved Find Search and Display Synergies From: Search – Display Overview report In this example, over 25% of the Search conversions contained one or more Display ads in the path to conversion. This can prove a positive effect of Display on Search and a synergy between them

18. © 2009 Eyeblaster. All rights reserved Search Overview Report Provides data about keyword performance Using this report our clients can assess the performance of Search Engines, Search campaigns, Ad Groups and keywords The report also contains Search Engine information such as Average Position (in page), Average CPM, ROI, Media Cost and more.

19. © 2009 Eyeblaster. All rights reserved Search Overview Report For example, the Generic ad group has a negative ROI A good next step: eliminate underperforming keywords in that group. However, this group may be contributing to other ad groups or banners in the campaign. Use Path to Conversion by Ad Group report to assess this contribution. According to this you may even decide to eliminate the entire ad group For example, the Generic ad group has a negative ROI A good next step: eliminate underperforming keywords in that group. However, this group may be contributing to other ad groups or banners in the campaign. Use Path to Conversion by Ad Group report to assess this contribution. According to this you may even decide to eliminate the entire ad group

20. © 2009 Eyeblaster. All rights reserved Path to Conversion by Channel Report A good view into the Consumer Behaviour is given by Path to Conversion Analysis by Channel The report shows Exposure Groups: groups of channels to which the consumers were exposed.

21. © 2009 Eyeblaster. All rights reserved Explore Consumer Behavior For example, a common path structure is Display > Search which represents a path starting with a Display event and ending with a Search event. This may help you in scheduling your Display and Search campaigns, defining desired exposure frequencies, etc. For example, a common path structure is Display > Search which represents a path starting with a Display event and ending with a Search event. This may help you in scheduling your Display and Search campaigns, defining desired exposure frequencies, etc. If the user is searching and not being exposed to Display the display media buy is missing these users

22. © 2009 Eyeblaster. All rights reserved Path to Conversion by Publisher Report Assigning conversion to the last publisher in the path to conversion tends to show only part of the picture Use the Path to Conversion Analysis by Publisher report to asses the true contribution of publishers to the campaign The Entire Path method shows that Yahoo! has the highest ROI (50% higher than ROI according to the Last Ad Method) Google has the lowest Entire Path ROI, (25% lower than its Last Ad ROI) Yahoo! contributes the best along the path to conversion - Entire Path ROI shows this contribution better A possible conclusion would be shifting budgets from publishers with lower Entire Path ROI (Google) to those with a higher one (Yahoo!)

23. © 2009 Eyeblaster. All rights reserved Who Are We Working With - APAC Universal McCann AU Stockland – Real Estate UWS – Education Pfizer - FMCG Barcardi - FMCG Maybelline - Health/Beauty FridCorp - Real Estate AMP - Financial YouI - Services Coles - Retail Universal McCann SG Botox – Health/Beauty Nortel - Tourism TMS AU Toyota - Automotive Lexus - Automotive Spark PHD NZ Otago University DAC Media 1 JP Other

24. © 2009 Eyeblaster. All rights reserved Coming Soon Nike Sydney Opera House SBS Investec Nissan... And much more

25. © 2009 Eyeblaster. All rights reserved CC4S Process and Costs

26. Process For Getting Clients Onboard Client is interested in participating in CC4S If campaign is not approved AM reviews the client’s campaign according to review procedure Client fills out a Participation Form AM reports the review in CRM AM opens a support request for Tier2 If campaign is approved AM/Client set the campaign up on CC4S AM resolves the CRM case (*) All forms and extra detail are available from the Internal section of the Eyeblaster Training Zone

27. © 2009 Eyeblaster. All rights reserved What is API? API – Application Program Interface In our case - The interface between Eyeblaster system and the Search Engines Eyeblaster uses the API supplied by the Search Engines to: Get Campaign information and settings Redirect the campaign destination URLs to track clicks Get campaign performance data

28. © 2009 Eyeblaster. All rights reserved API Usage Costs Currently, only Google charges for API Usage Part of the billing model covers for API costs 1000 units cost $0.25 Can be estimated ("API Cost Estimated.xls") RequestUnitsExecuted on Update keyword3keyword Get campaign list1Account Get Keyword list500Campaign\Account Retrieve data for report500Account Get ad list1Campaign Get ad1Ad

29. © 2009 Eyeblaster. All rights reserved CC4S Price Structure ScenarioCC4S + 3 rd Party SEM CC4S OnlyEB Search + CC4S EB Search Only Pricing$0.01 CPC (+ API Costs*) $0.01 CPC + API Cost $0.03 CPC + API Cost $0.03 CPC Rate Card Setup (SystemAdmin) Assign $0.01 for CC4S Assign 100% for API Cost Assign $0.01 for CC4S Assign 100% for API Cost Assign $0.02 for CC4S Assign 100% for API Cost N/A Note: All prices in USD * This charge is optional based on each market’s preference. The main guidelines is not to charge API cost (since the client already pays API cost to his SEM vendor). However it’s even better if you can apply this charge if possible. All CC4S charges (including the API cost) are included in the regular EB invoice as a premium feature.

30. © 2009 Eyeblaster. All rights reserved Setting Client’s Rate Card Under the Premium Features section you will find the following items: Use the first two fields to set the billing model as % of API charges or as a fixed amount. Use the last two fields to set the billing model as CPC or as % of the client's Search media spend

31. © 2009 Eyeblaster. All rights reserved CC4S Certified SEMs SEM / Tool Search Engine Direct DART Search (DoubleClick) EB.Search (Stand Alone) CC4S (Already Tracked) Atlas Search Eyeblaster Tracking Links Efficient Frontier Decide DNA Yes No Partial

32. © 2009 Eyeblaster. All rights reserved What we have learnt

33. © 2009 Eyeblaster. All rights reserved What We Have Learnt – EB Research Display increases average # of clicks by 1½ times 44pt Bold Initial findings show a clear correlation between display impressions and clicks of search campaigns

34. © 2009 Eyeblaster. All rights reserved } Additional findings Results: 18.14% of all search conversions could be partially attributed to display ads the users have seen or clicked on during their online journeys. What does it mean? 1 out of 5 search conversions owe a debt of gratitude to display advertising. Users see the ads, interact with them, take time to digest and finally search for the product. Display is a major contributor to the conversion path 140 search campaigns and their display counterparts over 1 billion display impressions 50 million search impressions Results: 18.14% of all search conversions could be partially attributed to display ads the users have seen or clicked on during their online journeys. What does it mean? 1 out of 5 search conversions owe a debt of gratitude to display advertising. Users see the ads, interacts with them, takes time to digest and finally searches for the product.

35. © 2009 Eyeblaster. All rights reserved Masterfood - Revels Eviction Campaign Campaign ID: Advertiser: Masterfoods: Revels Eviction Advertiser: Masterfoods: Revels Eviction Agency: MediaCom Agency: MediaCom Publishers: MSN UK, Yahoo UK, News International Publishers: MSN UK, Yahoo UK, News International Channels: Rich media display ads, Search and TV campaigns Channels: Rich media display ads, Search and TV campaigns

36. © 2009 Eyeblaster. All rights reserved Masterfood - Revels Eviction Campaign Campaign Objectives : Create a unique way for Revels to engage with customers Create a unique way for Revels to engage with customers Effectively integrate TV, press and digital campaigns to drive consumers to the Revels Eviction microsite Effectively integrate TV, press and digital campaigns to drive consumers to the Revels Eviction microsite

37. © 2009 Eyeblaster. All rights reserved Masterfood - Revels Eviction Campaign Strategy Play on the idea that everyone has an opinion on their favorite/least favorite flavor Enabled consumers to ‘evict’ the Revels flavor they would like to replace Achieved by a combination of in-ad voting and traffic driven to the Revels Eviction microsite MediaCom implemented Eyeblaster’s Channel Connect for Search to monitor user activity

38. © 2009 Eyeblaster. All rights reserved Masterfood - Revels Eviction Campaign Results Of the votes attributed to Search Advertising, 30% were driven by rich media display ads. Where a vote was driven by a combination of search and display, on 95% of those occasions, it began with a display event and ended with a Search.

39. © 2009 Eyeblaster. All rights reserved 10 Cross-Channel Recommendations 1. Talk it up. Keep the lines of internal lines of communication open, so your search team and your media teams are in sync with each other and aligned with the brand message. 2. Share and share alike. Too often, display and search happen in silos, never seeing each other’s work. Share creative, agree on the message, work together. 3. Tag, you’re it. Have a single conversion tag to track all events. Separate tags for search and display tracking will muddy the waters and create inaccurate measurements. 4. One landing page. Having one landing page will enable you to effectively track the paths to conversion, giving you a clear image of how each channel contributes to the campaign. 5. Blaze a trail. Create the path for consumers, use Search and Display that work together to bring users into the brand.

40. © 2009 Eyeblaster. All rights reserved 10 Cross-Channel Learning’s 6. Go behind the scenes. You see the last click, but what happens before that? Go beyond the last click to find the true path to conversion – what contributed to the final purchase decision? 7. Keep it together. Maintain a unified reporting system for a clearer picture of campaign performance. 8. Fools rush in. Don’t be hasty to shift budget from Display to Search. Understand the value of branding to create the purchase intent. 9. Great tastes that taste great… together! Whether you’re tracking traffic, engagement, conversion or other metrics, the view the campaign holistically, rather than in silos. 10. K.I.S.S. With one unified strategy and an easy tracking solution, you can bridge the silos easily. It’s not that hard. Keep it simple!

41. © 2009 Eyeblaster. All rights reserved Conclusions Search continues to gain more budget but often not justified Display drives 155% average increase in branded searches Search + Display campaigns create;  3x greater size visits than Search alone, and 7x Display alone  Dramatic lifts in Site Engagement, Sales Volume and Value CC4S Innovative reports and metrics enable our agencies to get a holistic channel view and “bridge” the silos;  Other Channel Impact Rate  Path 2 Conversion by Publisher

42. © 2009 Eyeblaster. All rights reserved Thank you