Young-Bean Song

Atlas Institute

IAB Mixx – New York

September 22nd, 2008

Beyond the Last AdEngagement Mapping

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Crediting ROI to Ads

The “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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94%Percent of engagement touchpoints ignored by the Last Ad Standard.

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22%Percent increase of conversion rates of sponsored search clickers exposed to display ads.

All Sponsored Search Clicks

How much of Sponsored Search is Navigational?

© Microsoft. All Rights Reserved

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59.6%Branded Keywords

48.3%RepeatClicks71%

Navigational Search

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A New Model for Conversion AttributionEngagement Mapping

Frequency

ConversionAttribution

Recency

Ad Size

Rich Media

C

Daypart

Order

Targeted

Interactions

=

Week 1 Week 2 Week 3 Week 4

Beyond Concept: Real Technology, Real Answers

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

Engagement MappingConversions CPA

173 $58119 $84400 $38282 $39973 $47

How is Engagement Mapping Actionable?

Yahoo has 15% more conversions

E-Map allows you to customize the impact of each of these variables: + Reach + Frequency + Recency + Ad Size + Ad Type + Rich Media Interactions + Multiple Click Throughs

New conversion metrics are calculated and available in MyReports

Enabling quick and easy multi-variable optimization across channels

Case Study: AlltelEngagement Mapping Beta

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What was the impact of display on Alltel’s search clickers?

56% Lift Versus

Search Only

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How did Engagement Mapping affect conversion credit across Alltel Publishers?

Search

-60%

Display

+33%

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How was engagement to Alltel’s converters credited

% Engagement (Share of Voice) Last Ad Conversion CreditE-MAP Conversion Credit

Atlas InstituteWinners and Losers in the Purchase Funnel

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Upper Funnel

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Top Funnel Sites

Bottom Funnel Sites

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Go Beyond the Last Ad

Justify budget for the entire purchase funnel

Premium CPM, Rich Media, Video and Sponsorships

Help bring offline dollars online

Digital standard for integrated measurement

Scale and integration

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Thank You…

Questions?

For more info: atlassolutions.com/emap

youngs@microsoft.com