Content MarketingA Higher Performing Approach

2 © 2009 Optaros, Inc. All rights reserved.

Content Marketing

Display Advertising Returns Diminishing

1. Visitors Ignore Ads 2. Ad Blockers are a Growing Problem

Eyeball tracking Studies, 100% Focus on Content AdBlocker OFF AdBlocker ON

3. Higher Performance on Content side of Page

Traditional barriers• Sponsor & 3rd Party – required IT Project to Implement• Sponsors have to provide compelling content & tools• Required partnership between Sponsor & 3rd Party

3 © 2009 Optaros, Inc. All rights reserved.

Content Marketing

Real Estate | Content Real Estate is More Attractive

Content

100% Engagement

1,000/1,000

Website

Ads

0.10%

1/1,000

4 © 2009 Optaros, Inc. All rights reserved.

Content Marketing

Analysis | Why Does Content Work Better than Ads?

Online Display Funnel

• Most ignore/block ads• More opt into content

ContentMarketingFunnel

Traffic

Engagement

Conversion

Why Better

• Content on media site is more trusted

• Real-time A/B tests, optimization increases CTRs

• More highly qualified• More convinced they

need product

5 © 2009 Optaros, Inc. All rights reserved.

Content Marketing

Approaches | How Does it Compare to Other Approaches?

Display Advertising ContentMarketing

CTR1/1,000 1/10-1/100

Conversion Rate 1-2% 4-6%

Advertiser Presence on Media Site

Ad in ad slot Content/tools in content slots

Analytics Impressions, clicks Full web analytics on page

A/B Test, Change After the fact In-market

In-market Control Media Co., Ad Network Advertiser

Ad Slot

AdvertiserSite

ContentHigh Traffic

AdvertiserSite

PublisherPage

6 © 2009 Optaros, Inc. All rights reserved.

Content Marketing

OView | SaaS to Manage Content Sponsorships

Sponsor manages interactive content and tools to promote engagement

Sponsor has full visibility and control – without costly IT overhead

OView Service Provides:

Double digit CTRs <1%

Content on Partner’s Site

7 © 2009 Optaros, Inc. All rights reserved.

Content Marketing

Companies are at Different Levels of Maturity

Basic Standard Advanced

Objective Scalable approach to manage sponsorships

Improve performance of each sponsorship

Optimize ROAS across sponsorship network

Analytics, Testing, Targeting

Traditional web analytics

Engagement analytics, in-market re-targeting, A/B testing.

Analyze by demographic, re-target content cross network

Application Views Existing tools & content

New, optimized for desired behaviors

APIs integrated into AppViews for auto-updating content

Distributed Content Management (DCM)

All assets, embed locations managed in single system

Update AppViews in-market (polls, articles), clone

Change layouts, branding in-market

Partners Existing Existing & New View as single, private sponsorship network

Return on Ad Spend (ROAS)

8 © 2009 Optaros, Inc. All rights reserved.

Content Marketing

Process Change| In-market Changes

Display Ad/Content Sponsorship Process

Run Campaign

Wait to See Orders

RepeatNext Time

ExpectedOrders?

At or above

Change Something Next Time

Below

Embedded Sponsorship Process

Run Campaign

No visibility into visitor interactions on Publisher pages

Near real-time visibility into visitor interactions on Publisher pages

Multi-version A/B Run 2 or 3 versions simultaneously, shift to best after 1-2 hours

Single-version A/B Run 1 version and swap out if not performing in 1 hour

Continuous Learning Analyze interaction data to determine hypotheses for performance changes for next run

9 © 2009 Optaros, Inc. All rights reserved.

Optaros Background

Optaros | Grow Your Business through Assembled Web

Software as a Service• Distributed Content

Management (DCM)

• Integrate analytics, testing, targeting

• Client can manage in-market changes

Interactive Agency• Ideas • Design• Analytics• Testing

OView provides a single platform to manage content/applications across desired digital channels.

Optaros provides a turnkey service for successful content marketing that includes interactive agency type services plus support for the SaaS