Behavioral Targeting is DominantBehavioral Targeting is Dominant

A Game ChangerA Game Changer

Continuing to EvolveContinuing to Evolve

Connecting Digital Display, Video, Mobile and SocialConnecting Digital Display, Video, Mobile and Social

Increase In BT SpendingIncrease In BT Spending

eMarketer: BT Online Advertising Spending 2008 - 2014

Growing In ImportanceGrowing In Importance

eMarketer: BT Online Advertising Spending asa % of Total Display 2008 - 2014

2008

47.6%

2009

19.4%

2011

20.0%

2010

21.6%

2013

23.5%

2014

23.8%

2012

25.9%

Year Over Year Consistent GrowthYear Over Year Consistent Growth

eMarketer: BT Online Advertising Spending 2008 - 2014

2011 – Banner Advertising Is Dominant2011 – Banner Advertising Is Dominant

Media Type

2010 2011 2012 2013 2014 2015

Search $12.00

$14.38

$17.03

$18.85

$20.19

$21.53

Banners Ads

$6.23 $7.61 $8.94 $9.93 $10.97

$11.73

Classified $2.60 $3.00 $3.35 $3.65 $3.98 $4.29

Video $1.42 $2.16 $3.09 $4.20 $5.64 $7.11

Rich Media $1.54 $1.66 $1.73 $1.74 $1.73 $1.68

Lead Gen $1.34 $1.42 $1.45 $1.47 $1.50 $1.52

Sponsorship

$0.72 $0.91 $1.05 $1.18 $1.32 $1.47

Email $0.20 $0.16 $0.16 $0.17 $0.17 $0.18

Total $26.04

$31.30

$36.80

$41.20

$45.50

$49.50

eMarketer: US Online Ad Spending By Format: 2010 -2015

2011 – Banner Advertising Is Dominant2011 – Banner Advertising Is Dominant

eMarketer: US Online Display and Search Ad Spending: 2010-2015

Facebook Connect Drives SharingFacebook Connect Drives Sharing

Google and the Link to Paid SearchGoogle and the Link to Paid Search

Google +Google +

Playboy Corporate America

Corporate America is rewarded for hookups and one-night stands, and that’s how much respect most corporations show toward their customers. Don’t hate the player. Hate the game.

Quote from “The Thank You Economy” by Gary Vaynerchuk

17

From “The Thank You Economy” by Gary Vaynerchuk

The Safe MiddleThe Safe Middle

From “The Thank You Economy” by Gary Vaynerchuk

Making it MemorableMaking it Memorable

Results Prove BT as DominantResults Prove BT as Dominant

187.5% 155.0%125.5%

Average TargetCast Results 2011

Technology has come so far, TargetCast can Technology has come so far, TargetCast can

distinguish awareness, interest, brand distinguish awareness, interest, brand

evaluation, purchase commitment and evaluation, purchase commitment and

purchase referral:purchase referral:

Connecting the DotsConnecting the Dots

Technology AdvancementsTechnology Advancements

Mobile and The Shopping ConsumerMobile and The Shopping Consumer

eWallet and PersonalizationeWallet and Personalization

Many Powerful Players InvolvedMany Powerful Players Involved

2008 2009 2010 2011

Exchange Traded Display Taking HoldExchange Traded Display Taking Hold

* Indicates Self-Serve option

Key PlayersKey Players

DSPs Offer Many BenefitsDSPs Offer Many Benefits

Fluid RTBFluid RTB

Self Serve DSPsSelf Serve DSPs

Cross Platform OpportunitiesCross Platform Opportunities

The Privacy DebateThe Privacy Debate

Jon Leibowitz

Chairman, Federal Trade Commission

Digital Advertising AllianceDigital Advertising Alliance

33

High Profile PartnershipsHigh Profile Partnerships

The Registration ProcessThe Registration Process

More Clarity is NeededMore Clarity is Needed

Greater Adoption is NeededGreater Adoption is Needed

Creative Guidelines Must Be FollowedCreative Guidelines Must Be Followed

Education

Transparency

Consumer Control

Data Security

Material Change to Existing OBA Policies & Practices

Sensitive Data

Accountability

Advertiser involvement is greatest

Agency involvement is greatest

7 – Self Regulatory Principles7 – Self Regulatory Principles

Media Professionals

Focus on placement – how is the icon used

Pharma – ensure the icon is not used

Talk to publishers to confirm plans will be implemented correctly

Creative & Technology

Design ad units with upper right hand corner free and clear of imagery and animation

Code ads free of any click action within upper right hand corner of the ads

All Ad professionals

Continue to educate clients and discuss the importance of this program

Closing Thoughts – Getting InvolvedClosing Thoughts – Getting Involved