Invizua - TruEffect's TruConnect - 9 June 2010

Proprietary & Confidential

A Digital Marketing Accountability

Company

Representing TruEffect’s TruConnect in Europe

2.01 Tea Building, 56 Shoreditch High Street, London, E1 6JJ. Invizua Ltd is registered in England and Wales. Company No. 6661095. VAT Registration No. 943 0348 36

Example Advertiser:(not a customer)


Online advertisers

are reaching

existing customers,

existing valuable

relationships...

every day...


...but they don’t

know it.


They can’t know.


It’s just not possible via 3rd party ad

management platforms.

(e.g. Microsoft’s Atlas, ValueClick’s Mediaplex, Google’s DoubleClick DART, etc)


Imagine the value you

can create...

when you DO know.


Imagine the

relationships you

can develop.


Roughly 80% of a company’s revenue

is generated from 20% of its current

customers...

(i.e. from its current relationships)

Now Consider Pareto’s Truism


Relationships First. Results at Last.

Example Advertiser:(not a customer)


In this presentation...

• About Invizua

• About TruEffect

• Why TruEffect’s TruConnect?

• What’s in it for advertisers and their agencies?


Invizua

• Founded in September 2008

• Based in London

• Privately held

• Strategic supplier & value added reseller of digital marketing accountability products & services

• Suite of solutions• TruEffect’s TruConnect

• Visokio’s Omniscope

• Mpire’s AdXpose

• Consulting & Data Services (ICDS)


TruEffect

• Founded in 2002 • Founders of MatchLogic (1996), an early leading provider of centralised

management, measurement and targeting technology for internet advertisers

• Based in Broomfield, Colorado

• Privately held

• 100+ advertiser and agency customers• Including Match.com, Sony, American Greetings, White House Office of National

Drug Control Policy, Ayzenberg, IPG’s DRAFTFCB and others

• Certified by global media owners• Yahoo!, Google, Microsoft, AOL Advertising to name a few


Innovations

“3rd party” digital ad management

Zero footprint/cookieless ad

delivery

Next generation platform

“1st party” digital ad management

Desktop Ad

Management

& Reporting Tool

2002

2008 - Present


What Advertisers Have Today What Avis Can Have Today

Advertising Impressions Relationship Management

Fragmented Infrastructure (“3rd party”/parties)

Seamless Architecture (“1st party”)

Privacy Ambivalent Privacy Aware

Passive Data Actionable Information

High Latency Real-Time

Media/Sell-side favourable Advertiser /Buy-side favourable

Intermediary Dependent Direct Relationship

Wait & React Sense & Respond

The Momentum Shift


TruConnect =

1st Party Ad

Serving


Why 1st Party?


What is 1st

Party?


1st PartyAdvertiser Domain e.g. avis.comA

dvert

iser

(“site s

ide”)


3rd PartyAd Management or Media Supplier’s Domain e.g. doubleclick.net

1st PartyAdvertiser Domain e.g. avis.com

Every

thin

g E

lse

(“w

eb w

ide”)

Advert

iser

(“site s

ide”)


3rd Party

1st Party

Every

thin

g E

lse

(“w

eb w

ide”)

Advert

iser

(“site s

ide”)

(web site analytics platforms are deployed, as standard, on a “1st party” basis)

http://www.247realmedia.com/EN-US

http://www.247realmedia.com/EN-US


TruEffect’s TruConnect closes the gap...

• Between web-wide marketing communications

• And web site customer experience/business value




The promise of 1-to1 marketing communications.E

very

thin

g E

lse

(“w

eb w

ide”)

Advert

iser

(“site s

ide”)


Avis.com = Avis Truly Owns & Controls The Data

Avis.com= Improved Measurement Accuracy

Avis.com = Direct Connect to CRM & Other Enterprise Databases

Avis.com = Single View of Customer, Actionable & Real-Time

Avis.com = Direct Alignment w/ Web Site Analytics & eCRM Data*

Avis.com = Consumer Privacy Favourable Environment

Avis.com = Audience & Customer Relationships Are Direct

Avis.com = Consumer Opt Out Is Direct From Avis

Avis.com = Media Agencies’ Data Focus Moves Back To Avis

Avis.com = Powerful Relationship-driven Targeting/Retargeting

Avis.com = Next Generation Attribution Models/Reporting

Avis.com = Unparalleled Campaign Performance & Insight

Why “1st party” online ad management?

See details in the notes pane of this

slide


Illustrated


Competitive Landscape & Ecosystem

Target Audience/Customer Relationship

Reach

y

x

http://www.coremetrics.com/index.php

http://www.coremetrics.com/index.php

http://www.webtrends.com/

http://www.webtrends.com/

http://www.xplusone.com/index.html

http://www.xplusone.com/index.html


3rd party buy-side ad management systems“Avis” ads via 3rd

party ad

management

platforms

Impressions,

clicks, CTR,

ad engagement,

“conversions”

Impressions,

clicks, CTR,

ad engagement,

“conversions”

Impressions,

clicks, CTR,

ad engagement,

“conversions”

Proxy/event-based

consumption &

interaction metrics

This

represents a

Avis ad

atdmt.com doubeclick.com mediaplex.com

3rd party domain &

data; not Avis data


TruEffect’s TruConnect = 1st party

Consumption,

interaction AND

customer-level

data/insight

Imps, clicks, CTR, ad

engagement , etc

+

Existing customer,

Male, Manchester, LTV

= £1,267.43, searched

Paris, yesterday, etc

This changes everything!

This data only

available via

Avis’s enterprise

data platforms;

not available

when distributing

digital marketing

via “3rd party”

domain(s)

media.avis.com

Avis ads via 1st

party ad

management

platform

Avis domain & data


TruEffect’s Next Generation Ad Management

Model Own domain, one domain i.e. avis.com real-time, web-wide customer-level insight/targeting

avis.com

avis.com

avis.com

Advertising

Ad Serving, Measurement &

Targeting


Treat your existing customers like

existing customers.

Treat your suspects like suspects.

Treat your prospects like prospects.

In Real-Time. Web-wide. Today!


It’s “Relationship Advertising”• With relationship data, advertisers can be

extraordinarily relevant and engaging

every time they “meet” their customers or

prospects online• Web wide, in mobile environments, via set-top

boxes, etc.

• From the 1st party, advertisers benefit

from secure, real-time

audience/customer visibility• i.e. one-to-one engagement & targeting across all

digital media

• Immediately at the point of delivery

• Simple to concept – difficult to do (at

scale).

• Until now


Did We Mention…

Cookies?


Yes.

Your Cookie Data =

Customer Database


Here are a few examples of

good cookie spaces


Example: Netflix’s cookie space

9 of 15 Netflix cookies are

persistent


Example: WSJ.com’s cookie space19 of 30 WSJ.com cookies are

persistent


Example: Facebook’s cookie space13 of 19 Facebook cookies

are persistent


Example: eBay’s cookie space7 of 13 eBay cookies are

persistent


Example: Bing.com’s (UK) cookie space12 of 19 Bing cookies are

persistent


Avis’s “1st party” [cookie] data

TruEffect’s TruConnect enables advertisers to

leverage non-PII customer information, for

example:

- Customer segment (defined by Avis)

- Customer lifetime value (e.g. rev value ID)

- Previous ad consumption

- Last avis.com visit (s)

- Searches conducted on or off site

- Offline customer data as well (e.g. CRM

database)

...for powerful, web-wide pre-targeting, re-

targeting and campaign analytics or simply

consumer insight generation.


TruConnect Technology & Functionality


Media Plan Management

It looks like Excel because TruAdvertiser is fully integrated with Excel.

All of the functionality that you’re accustomed to using every day (plus

more) is available here to:

- Create media plans

- Assign creative (drag and drop)

- Formulate1st party targeting parameters

- Traffic tags

- Pull data for reporting.


RFP Management


Drag & Drop Creative Assignments


Cookie & Target Builder


Cookie Builder


Target Builder


Tag Creation & Management


CRM-like Message Management

TruEffect Proprietary & Confidential


Reporting & Insights


Impressions & Clicks Over Time



Impressions by Audience Seg by Site


Impressions by Site & Segment in Tiles


Impressions by Existing Relationship


Impressions by New Relationship


Order Summary in Pies


Deployment


Easy To Set Up

Channels & Ad Types

• Social [Apps]

• Email

• Affiliates

• Paid Search

• Organic Search

• Display• Standard

• Rich

• Video

TruEffect Confidential

Job Time

Pre-Implementation Review

•Existing Structure

•Measurement Parameters

•Channels

•Data Strategy

4-8 hours

Technical Set-up

•CNAME record

•[own domain] pixel

assignments

2 hours

Generate & Supply Ad Tags for

Each Media Buy

2 hours

Testing (per channel) 2 hours

Go Live



Define Data Strategy

Step 2

Apply targeting &

retargeting parameters

Aligned to messaging

Simple Set-up Full Value Added Value

Step 1 Step 4Step 3

Define scope

Set-up media.avis.com

domain

Serve ads

Analyse campaign data

API integration for

automated custom

reporting solutions

Dynamic creative

targeting/delivery

Custom data asset

development

Apply insights to media

planning, buying and

ongoing optimisation

decision-making

Advanced reporting

solutions e.g. custom

attribution analyses

layered with

relationship data

Start 30 Days Ongoing30 Days


Paid Search Partner


Integrating Paid Search Bid Management

• Manage your paid search with whichever platform flavour you like.

• TruEffect’s TruConnect will provide fully de-duplicated reporting

across display and paid search marketing, but also organic search,

affiliates, email, video…


Customer Support & Pricing


TruEffect TruConnect

Summary


So, what’s in it for Avis?• Greater ROI!

• Realise 200%+ improvement in ROI using TruEffect’s TruConnect vs. 3rd party systems

• Customer relationship data trumps behavioural data (leverage behaviour data, too, if you like)

• New data-driven business value• Powerful digital media audience/customer segmentation – underscored by advertisers’ customer data

• New digital customer experience optimisation opportunities

• Web & device-wide customer targeting strategy & execution

• Creative/treatment development (to maximise micro-origination opportunity)

• Seamless web advertising & web site data integration and analyses (1st party to 1st party)

• And much more

• A game-changing [media and creative] agency-client relationship shift• Driven by new, granular levels of customer insight , including advertiser-defined [online & offline] customer

segmentation mapped to digital advertising consumption, interaction, response and cost

• The net net• Advertisers can now use their own valuable data, they can keep their data, truly own and control the data,

generate greater consumer insight from digital media and win through improved business results!


Core TruEffect TruConnect Benefits

• All data maintained in the advertiser’s domain• No possibility for derivative works

• Unparalleled customer-level pre & re-targeting• Via a built-in, easy-to-use facility

• Valuable operational efficiency gains• Workflow solution, TruAdvertiser, 35-50% more efficient vs. 3rd party platforms

• Leverage existing investments in CRM data/technologies• Enables, supports and uses 360 degree customer view

• Powerful integration with web site analytics platforms/data• Data is now 1st party to 1st party vs. a 3rd party to 1st party nightmare

• Low-impact switching• TruConnect delivers tremendous value at the lowest possible overhead in terms of human capital and

resource, with linear scalability


TruEffect

• World-class ad serving heritage – from the founders of MatchLogic

• Redefining accountability in digital marketing

• A one-to-one or “relationship advertising” platform

• Enabling real-time, web-wide customer-level ad targeting

• Helps generate lifts in business results by 30% to 200%+ vs. 3rd party

platforms

• A direct marketer’s dream


Try TruConnect Now

And learn why Relationships Rule!


Thank You

James Sandoval, Founder & Managing Director

T: +44 (0)7885 906 709

E: [email protected]

2.01 Tea Building, 56 Shoreditch High Street, London, E1 6JJ. Invizua Ltd is registered in England and Wales. Company No. 6661095. VAT Registration No. 943 0348 36


Appendix Items


Regain control of your data

&

Ensure only you benefit from your

customer and business intelligence


Certified by leading publishers


Why TruEffect WinsLegacy Ad Serving

TechnologyTruConnect™Technology

Real-time /Census Dynamically link rich advertiser data with media data at every transaction

No C

Advertisers’ Metrics Overcome limitations of Impression-Click-Conversion for measurement

No C

No Third Party Database Not dependent on expensive, clumsy profiling or targeting database

No C

Cookie Deletion Resistant to consumer rejection of cookie tracking & new browser features

No C

Privacy “Known & trusted merchant” meets consumer/regulatory expectations

No C

Advertiser Leverage The “Money” assumes a dominant position in the media value chain

No C


"We need to find a new model and

new metrics"

- Sheryl Sandberg, Chief Operating Officer,

Facebook


“Can you innovate...can you make

your economy more

productive...and can you

therefore grow your way out of a

crisis?"

- Niall Ferguson, Professor of History at Harvard University & Author of “The Ascent of Money”

Invizua - TruEffect's TruConnect - 9 June 2010

Technology

Transcript of Invizua - TruEffect's TruConnect - 9 June 2010