Process and Evolution of Digital Display Advertising

Direction?• Do we want to serve the same boring

standard banners?

• What is our strategy?

Mobile Strategy: Meet consumers as they are on-the-go, influencing their food and beverage decisions

Strategy: Let’s Get Granular

0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000

Videos/Movies

Technology/Science

Games

Music

Sports

City Guides/Maps

Entertainment

Social Networking

Instant Messaging

News & Current Events

Weather

Search

E-Mail

Portals

Top Mobile Web Categories in the U.S. (000s)

EVEN MORE granular strategy..

• The Big Three: WeatherBug, Weather.com, and AccuWeather own the major majority of the weather app downloads in the U.S.

OR

OLDvs.

NEW

Static Banners

Rich Media Expandable

This is 1,000 Impressions

0.07% - Standard Ad CTR 6% - Rich Media Interaction Rate

0.20% - Rich Media CTR

Converting print creative to digital doesn’t work…

..but how does that @#&% digital creative get produced??

So, we have our strategy and some direction..

Digital Creative WorkflowThe Media Lead for each market will fill out the run list and send to Stern digital production manager (DPM)

Once completed, Run List will be put in a platform where everyone at Stern can have access to it & make changes to the document as necessary

Before each separate campaign throughout the year:

DPM will let Creative Director know that specific creative needs to be made

In some cases, McDonald’s national may make digital creative available for various promotions, which we can use as necessary

DPM will contact the vendors to make sure the dates/space is still available on the website.

DPM will reach out to Pointroll & remind them of upcoming campaign/give them specific media plan with dates/vendor information.

DPM will contact legal if necessary (ie: if running promotion on a landing page)

DPM will reach out to appropriate Stern media contact to finalize campaign details/media plan

DPM will open a digital job that will go through the creative/digital workflow

Once DPM receives the creative, they will send it to Pointroll so they can apply tracking tags

Pointroll will also make final adjustments to creative if necessary

DPM /Pointroll will then make sure that finalized creative is sent to appropriate media vendor contacts used for the campaign (ie: Cleveland.com)

On launch date, media vendor will put the creative on their landing pages and Pointroll will begin to track the success metrics of the campaign

* *

* *

START!

Digital, creative/ production should no longer be an afterthought!

The Point?

Mobile Ad:

Creative: Done.

Success? Pointroll.

Served.

Pointroll 3rd

Party tracking • Average brand exposure time: displays the average amount of time the ad was served

and in view for each user

• Mouse-over interactions : break down the metrics associated with how many users rolled their mouse over our ad. Gives us insight into why they didn’t click our ad, and shows us where they went instead.

• Total interactions

• Unique interactions: How many individuals(non-return users) interacted with our ad in any capacity.

• Average time before first interaction: Did our ad “pop”? How long did it take before the user rolled over our ad with their mouse or clicked our ad.

• Average total time of interaction

• Total time our ad was visible

• Cumulative time our ad was visible on the page (amount of time our ad was above the fold)

• Impressions by hour

• Impressions by date

Leverage Pointroll to plan for 2012

Display ad CTR on Cleveland.com < Ohio.com

Ave brand exposure time Wichita < Syracuse

Total ad interactions in Mobile > Standard Display

Mobile interaction rate in Buffalo > Topeka

..Use what we have learned about our consumers and start the process over!

September, 2011..

Plan Execute Results Adjust Optimization

Thank You!