Viewability does not equal being SEEN.Sticky September 2013

Viewable does not equal being SEEN

High volatility in ads SEEN across

100% viewable ad placements (IAB standard).

Viewability SEEN

%

Ten different brands across 5 different sites (2 ads per site)

yardbarker.com

instyle.com

washingtonpost.com

realestate.com

weather.com

Viewability is not a good proxy for SEEN

Instyle.com was weakest with only

10% seeing the ad!

Placement A

Placement B

Placement A

Placement B

Placement A

Placement B

Placement A

Placement B

Placement A

Placement B

Washingtonpost.comwas strongest with 51% seeing the ad.

All ads were 100% viewable (IAB standard).

Only 14% of the Impressions were Seen by Consumers*

42013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary

*Comscore data says 54% of all impressions are technically impossible to see. WSJ, June 11, 2013

Time inscreen does not mean time SEEN

The time during which the ad is

looked at, turns out to be just a fraction of the time it was

in screen.

yardbarker.com

instyle.com

washingtonpost.com

realestate.com

weather.com

Average time seen ranges from 2.7 seconds to 1.5 seconds

62013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary

Washington Post ad seen 2.7

seconds

Yardbarker ad seen for 1.5 seconds

Optimize your media plan with SEEN data. It’s simple.

72013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary

$$$$

$

ImpactTime on ad

Cos

t to

be

seen

KEY AD PERFORMANCE DATA

SEEN Impressions Total Impact Cost to be SEEN

TRACKING

Tracking starts when the campaign goes live.

Sticky’s technology captures where consumers look as they browse the sites.

IDENTIFY

Performance matrix benchmark all ads to identify cost efficient ads with high impact for increased digital ROI.

Cost to be SEEN vs. Impact

OPTIMIZE

Increased # of SEEN Impressions Increased Impact New and Old Cost to be SEEN Change in Budget