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Three Tools for Understanding Ad Reach: Did my display campaign reach anybody I care about?A look at reach and frequency measurement and how to optimize for success.

June 2011

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Today’s presenters

• Damian Roskill, Managing Director, Marketing at Compete

• Dan Pflock, Product Manager, Media Products at Compete

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Webinar logistics

• Today’s webinar will be recorded. You will be emailed a link.

• Please enter your questions in the Questions box. We will answer as many as possible at the end.

• If you have technical difficulties, try loggingback in or use a different browser

• The Twitter hashtag for today’s webinar is #CompeteRF

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Introduction to Compete

• Founded in 2000, joined WPP/Kantar in 2008

• Passionate about understanding consumers to inspire great marketing

• Leverage a panel of over 2 million US consumers to create products for competitive research, media planning and advertising effectiveness.

• Most well known for our Compete PRO product found at Compete.com

• World-class advertiser, agency and media clients

• Strategic partnerships to enable marketing optimization and provide holistic view of consumers

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Agenda

• Webinar (20-25 min)

• Why do we need to pay attention to reach and frequency metrics?

• What sources do we have for these metrics?

• Demo of Compete Ad R/F

• How to optimize reach & frequency and minimize wasted spend

• Q&A (10-15 min)

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Why do we advertise?

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To move the needle!

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Target audience

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How loud do you want to be?

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How is your campaign performing?

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Reach and Frequency

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What tool do you trust to measure your campaigns’ reach?

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The reach and frequency challenge:

You set precise audience targets when purchasing online media

But do you really know who you’re reaching?

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Three tools for reach measurement

• Local Analytics

• Ad Server Reporting

• Panel Supported Campaign Measurement

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Local analytics

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Ad server reporting

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Do you really know who your campaigns reach?

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Do you know the demographics of the audience your campaigns reach?

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Ad R/F

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Actionable Metrics:

- UVs (“cumes”)

- Impressions

- Reach

- Exposure Frequency

- Demographic Composition

- Age

- Income

- Gender

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Ad R/F Demo

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Ad R/F

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How it Works:

- Unifies panel and tag-based measurement

- Utilizes pixel tracking for precise impression counts

- Audience composition metrics are driven by the industry’s largest online panel of two million consumers tag panel

Ad R/F

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Optimization

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400 ad-referred visits

40 conversions

80% male

100,000 impressions

Publisher 1 Publisher 2

Your Website

Optimizing without reach and frequency data

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400 ad-referred visits

40 conversions

80% male

100,000 impressions

10% male / 90% female

Publisher 1 Publisher 2

Your Website

Optimizing the audience

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400 ad-referred visits

40 conversions

80% male

Publisher 1 Publisher 2

Your Website

Optimizing the frequency

100,000 impressions

10,000 ‘uniques’

(freq = 10.0)

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Let’s recap what we learned• We spend time preparing and targeting ad campaigns but often

don’t know who was actually reached.

• Your local analytics don’t give a complete picture of a campaign audience.

• Panel supported analytics provide the deepest audience insight.

• Campaign effectiveness can be increased and wasted spend minimized by optimizing reach and frequency

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Thank you…

Damian RoskillManaging Director, Marketing617-933-5670

droskill@compete.comwww.compete.com

Dan PflockProduct Manager, Media Products617-933-5634

dpflock@compete.comwww.compete.com

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Questions?