1. The Online Retail Landscape Ultimate DDE
Black Friday - Cyber Monday 2011
The Online Retail Landscape Ultimate DDE
November 4, 2011

2. Online Retail Audience
Vantage score = credit worthiness – Meaning: payment plans are important to lower grades who are shopping early for what’s on sale early…
Source: Experian Hitwise USA Created 10/17/11

3. 2010 Retail 500 Recap
Source: Experian Hitwise USA Created 10/17/11

4. Upstream Sources of Traffic
Something Interesting About the Black Friday Audience
Upstream Sources of Traffic
Search & cross-shopping dominate retail referrals
Source: Experian Hitwise USA Created 10/17/11

5. Something Interesting About the Black Friday Audience
Source: Experian Hitwise USA Created 10/17/11

6. Target Dates for Ultimate Exposure
Our NP.com sites have the highest traffic midweek & can powerfully brand an advertiser to capture more shoppers!

7. Advertising & Email Campaign Timing
Transactions From s Are Not Just About Volume
Getting the most transactions from s is not just about volume during the Holiday season. Holiday shopping patterns, and gift giving and shipping deadlines impact transaction levels as well.
Cyber Monday ranked first in terms of both volume sent and transactions received. Volume for Cyber Monday was 4% higher than the next highest volume day, which was the Monday before Christmas. Transactions on Cyber Monday were 90% higher than on Black Friday, which was the second highest transaction day. Although Black Friday garnered the second highest number of transactions, it ranked 22nd in terms of volume. Thanksgiving ranked right in the middle in terms of volume sent (49th out of the 91 days in the Holiday season), but was 6th in transactions.
Source: Experian CheetahMail
Holiday shopping patterns, gift giving and shipping deadlines impact transaction levels.

8. Black Friday & Cyber Monday Sliding Billboard with Pencil Leave Behind
What rate to sell your SBB
*Total Impressions shown are not Guaranteed – Use Avails request
Sold as a flat rate
Rate is the Floor
Please Place “DDE” in your IO notes
Exclusive - 1 Advertiser per day
This inventory goes unused by most Freedom properties and yet it’s optimal exposure – goes to unique visitors – One sold per day – at a higher price point with high clicks & CTR%.
Your avails request will more accurately give you your target impressions the advertiser will receive for the day,
Ad Ops tracks the calendar to manage daily SBBs sold.

9. Black Friday & Cyber Monday
Black Friday, Cyber Monday & The Balance of the Holiday Shopping Season
The Ultimate DDE
SBB (in place of NP.com Impressions), Mobile Banners,
Yahoo Banners & Blasts (4x for the price of 3x through 12/31/11)
(Don’t forget: Google Maps, Mobile Website)
Sample Sliding Billboard

10. How Do We Price SBB’s For Our Market?
Great Question –
Are you currently selling SBBs?
Yes – You understand the value during the holiday push.
No – Follow Flat Fee Sponsorship Rates – it’s worth it, it’s premium!
Your advertiser is exclusive on your Homepage for Targeting Unique Visitors
Clicks are greater than traditional banners – cool!
No more “I can’t find my banner ads on your site”…can’t miss these!
Great way to sell your niche sites.
ALL SBB & SALES WILL COUNT TOWARDS YOUR DDE DOLLARS – PLEASE TRACK AND MARK ACCORDINGLY AS A ‘DDE’
The DAAR report can help you with your current CPM levels & a closer look at your total capacity impressions for SBBs…
Ad Specs
CPM Calculator

11. Ultimate DDE – Best Practices
Sales Hint - Return to previous DDE campaigns for first right of refusal on Black Friday/Cyber Monday SBB sales & the balance of the holiday season.
• Start a high impact calendar your team can coordinate & follow
• SBB creative is two static images, Ad Ops does the rest
• Plan accordingly for SBB with animation through Ad FI
• Static SBB – 3 Days QA – Animated – 5 Days QA lead time
• The SBB is for one advertiser per day – you only have 1!
- Reps, Leaders & Designers have received vast training
templates designs are available through FI or create your own
Current Promotion - 4x blast for the same price as 3x through 12/31/11.
Follow Best Practices

12. Black Friday – Cyber Monday 2011 The Online Retail Landscape Ultimate DDE
SALES :
Jeanne Rogers - Director, Interactive Sales
AD OPERATIONS:
Sue Hamerski - Director, Ad Ops [East]-Technology/Optimization
Sandy Quiroz - Manager, Ad Ops [West]-Reporting/Analytics
CREATIVE SERVICES:
Catherine Long – Director, Design and Advertising Solutions
THANK YOU
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