1. Torsten Ahlers CEO wunderloop S.A. Behavioral Targeting Marktplein DM, Oct 31, 2008

2. Who is wunderloop?

Market leader in Integrated Targeting Technologies and Services in Europe

Founded in 1999 by Frank Conrad and Ulrich Hegge

Management

3. Who is wunderloop?Current geographical footprint Present in 7 European Markets 4. Why Behavioral Targeting? 5. WhyBehavioral Targeting ?

How do you reach the right people, with the right message, at the right time?

6. Is this the right message? male, 42, interested in soccer, visiting German media website Dress like Germanys next topmodel ... Football With make-up tips of Boris Entrup 7. Is this the right time? Several times the same campaign is shown 8. Is this the right time? Click on the offer 9. Is this the right time? Back to www.nieuws.nl/ Still: The same campaign is shown!!! 10. Why Behavioral Targeting?

Optimisation of online ad spendingsacross all partners,

channels and creatives

In the overall picture of 1:1 marketing, different targeting approaches allow:

• process optimisationin the areas of traffic acquisition,

• management & conversion, and

• an increase in customer loyalty tomaximise the customers

• lifetime value

Content Management

• "Container"/"Dynamic Slot"-Management on the own site-

• Recommendation/delivery through BT-/CMS-Server

• Automatic delivery of appropriate contents/ads

11. What is Behavioral Targeting? 12. Behavioral Targeting is one element of the big picture Time Morning/Evening/... Region IP from Spain/Madrid/... Technology Browser, Bandwidth, Plug-ins Contextual Sports Ad at Sports section Typology Interests + Sociodemographics (+ Psychographics) Psychographic Shopping/Decision Type Predictive Extrapolation of missing (sociodemographic) data Keyword Search Keywords or Keywords on web pages 13. wunderloop Integrated Targeting identifies customers interests and needs in real-time 14. Case Studies 15. Case Study eBay Motor Campaign PurposeComparison of the Effectiveness of Behavioural Targeting Campaign Contextual Campaign Car Site C Car Site A Car Site B Car Site D Vs. 16. Case Study eBay Motor Campaign Methodology PHASE 1- Learning PhaseDiscover the 5best performing targets: Phase 2 - Campaign Phase:Based on Phase1: Campaign Phase was divided into 2 weeks Gaming Consoles & Internet GamesANDCar, Traffic and Mobility Gaming Consoles & Internet GamesAND Economy & Finance Real Estate Telecom/Computer and TechnicalANDScience and Technology Car, Traffic & Mobility 2 Phase Approach 17. Case Study eBay Motor Campaign Results Ad impressions CTR (%) 18. Case Study eBay Motor Campaign Results 32% decrease in CPM reaching a 28% uplift in ROI 19. Case Study Microtargeting

About FDM:

One of the leading travel agencies in Denmark

Facing stability issues with SEM/SEO

looking at other forms of online marketing

Methodology:

Development of BT solution with wunderloop

tracking of user behaviour on FDM site

marketing message was put in front of users when they were leaving the

site without buying

Use of 3 campaigns: contextual buy on travel sites, RoSon non-travel

sites, BT campaign through wunderloop Connec t

20. Case Study Microtargeting BT campaign results in 100 clicks to conversion while2000 clicks to conversion are relfected in ROS campaign 21. Case Study Microtargeting +331% BT campaign reaches a 331% higher ROIthan ROS campaign ROI 22. Case Study Ad recall BACKGROUND

Target group (according to customer) isfamily oriented

Use of 1 motive and 1 campaign format (expandable skyscraper)

Purpose: Measurement ofCampaign awareness and recall

Defined Targets:

Control Group

TG 0 Without Targeting

TG 1 IT-Interest

TG 2 Family Oriented

TG 3 Lifestyle-Interest

23. Case Study Ad recall OUTCOME Higher Ad Recall of Target IT Interestthan originally determined target group! Control Group TG 0 Without Targeting TG 1 IT-Interest TG 2 Family Oriented TG 3 Lifestyle-Interest 24. Questions: Torsten.Ahlers@wunderloop.com Thank you!