Atlas Instit teBe ond the Last Ad Atlas InstituteYoung-Bean Song

Beyond the Last AdEngagement Mapping

Crediting Conversions to AdsThe “Last Ad” Standard– Last Ad Clicked– Last Ad Viewed

The RealityCampaigns reach consumers multiple times, across multiple channels, over extended periods of time

SearchGoogle

BannerYahoo

Rich Media & Sponsorship MSN

BannerCNet

BannerSky Sports

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$

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Cross Channel Synergy

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Impact of reaching users across search and display

Conversion Rate Comparison

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Cross Site Duplication

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The Reality of Cross Site Duplication

Site B’s Exclusive Reach

Total Campaign Reached

Site A’s Exclusive Reach

B

A

COverlapped Reach

Atlas Institute• 1/3 reach of a campaign is to

users across multiple sites

Site C’s Exclusive ReachE

D• 2/3 of converters come from

users reached across sites• Frequency of overlapped

consumers is 4 times greater

Site E’s Exclusive Reach

Site D’s Exclusive Reach

g

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Navigational Search

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Sponsored Search Ads Mostly Navigational

Non-Branded Branded Total

First Click 29.0% 22.7% 51.7%22.7%

Repeat Click 11.4% 36.9% 48.3%36.9% 48.3%11.4%

Total 40.4% 59.6% 100.0%59.6%

71% of Sponsored Search Clicks are Navigational

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Engagement Mapping

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Sophisticated Engagement ModelingCon ersion Attrib tionConversion Attribution

Week 1 Week 2 Week 3 Week 4

C

Frequency

ConversionAttribution

Recency

Ad Size

Daypart

Order

Targeted=Attribution Ad Size

Rich Media

Targeted

Interactions

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Understanding Engagement Mapping

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How is Engagement Mapping Actionable?

Yahoo has 15% more conversions

Last AdSite Cost Impressions Clicks Conversions CPAYahoo! $10,000 3,333,333 15,000 150 $67ESPN $10 000 1 250 000 2 500 125 $80

Engagement MappingConversions CPA

173 $58119 $84ESPN $10,000 1,250,000 2,500 125 $80

Google $15,000 0 16,667 500 $30DrivePM $11,000 2,200,000 9,900 198 $56Totals $46,000 6,783,333 44,067 973 $47

119 $84400 $38282 $39973 $47

E-Map allows you to customize the impact of each of these variables:+ Reach+ Frequency

New conversion metrics are calculated and available in MyReports

+ Recency+ Ad Size+ Ad Type+ Rich Media Interactions+ Multiple Click Throughs

Enabling quick and easy multi-variable optimization across channels

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+ Multiple Click Throughs

Engagement Mapping Agency/Advertiser Benefits

• Brings strategy back to the business– It’s not all about search anymorey– Frequency matters– Promotes integrated media planning– Longer consideration windowsg

• No additional cost or workflow• New accountability for CPC/CPA deals beyond de-

d li tiduplication• Help bring offline dollars online• Better reporting not raw logs• Better reporting, not raw logs

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