Chris Cunningham, co-founder and CEO of appssavvy

Denise Leone, associate media director of Optimedia

Changing the Dynamic for Display in the Social Landscape

Traditional display is a useful massive reach tool

We’ve been conditioned to avoid display advertising real estate

The result is lower impact and devalued media investments

“43% of users ignore

online display ads”

December 2010 /

“31% of 1.7B (tested) ad impressions were never in view”

January 2012

So, is Facebook more of the same? (Yes!...but)

Facebook’s focus on people and their experiences has opened the door to new ways to advertise to consumers

share photo

message friends

send gift

complete mission

play game

vote/poll level up

download song

set status

To capture this trend, we built a new ad technology platform

we reach your audience

across multiple publishers

when they perform activities

to drive action & performance

New, high-impact placements we create with our publishers. The answer to traditional display (demo video)

Native to the environment, delivered in a natural break in the consumer experience (demo video)

Delivering creative impact and results across brandsaverage 5.8% interaction rate

Case Studies

• Challenge– While Payless has relatively strong overall

brand awareness, establishing a relationship with a younger female audience was the challenge

• Objective– Drive awareness of Payless Brash – a new

line targeted to junior women, encouraging brand loyalty

Case Study:

Payless Brash on adtivity

Industry Average

InteractionRate

(video view, hover, etc.)

4.14% 3.4%

Video Completion

Rate 57.2% 44.2%

Clicks to Facebook share

vs. total clicks 12% N/A

Sources: Payless Brash campaign data 11/3/11 – 11/20/11; Google benchmarks, March 2012

Brash content delivered to an engaged teen girl audience, driving strong interaction with the brand and social buzz!

Results

• Challenge– Denny’s is significantly outspent by QSR

competitors and as a result is not top-of-mind or considered especially relevant for socially-driven audiences.

• Objective– Drive awareness of Denny’s Let’s Get Cheesy

initiative, building brand relevance socially-savvy audience, ultimately encouraging visits to Denny’s.

Case Study:

Denny’s on adtivity

Industry Average

CTR 0.83% 0.09%

Sources: Denny’s campaign data 9/6/11 – 10/30/11; Google benchmarks, March 2012

Results

Denny’s Let’s Get Cheesy messaging delivered to the most engaged audience, driving strong engagement vs. industry benchmarks

9x

Thank You!

Chris Cunningham

Co-founder and CEO

E: chris@appssavvy.com

T: @chrisappssavvy

Denise Leone

Associate Media Director

E: denise.leone@optimedia-us.com

T: @deniseleone