THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS The New Way To Buy Display For...

THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS

The New Way To Buy Display

For Shreveport-Bossier CTBAugust 25, 2010


What We Heard

S-B understands that travelers are migrating online for travel information, so it’s logical to test online options for branding advertising previously conducted primarily through print and broadcast.

The NetSeer solution is of immediate interest for testing towards potential roll out in 2011.

Campaign goal would be to evaluate the process and resulting activity, including traffic to home page, casinos page, booking page, things to do page, newsletter sign up, etc.

Geo-target TX, LA, OK, Southern AR, Eastern MS, or thereabouts

May need some assistance with creative concepts and development


Proposed Solution1.In test mode, use NetSeer technology to test banner ads to targeted concepts in the Google Exchange against S-B’s Web of Relevance (WOR) in geo-targeted regions, use re-targeting technology

2. Test two messages; for fall events and gaming

3. Immediate and continual optimization against matching pages, websites and creative.

4. After campaign conclusion, depending on initial budget and testing abilities, evaluate ability to shift toward CPC model (normally requires 1.5 million impressions, so we may not get that far through initial test)

+More VisitorsHigh ROIGuaranteed=


“This is to display advertising what Google is to search”USTA ESTO Conference Observation


The Complete Solution

Technology Technology Facilitates the Facilitates the Most Granular Most Granular

Type of Display Type of Display Buying OnlineBuying Online

World’s largest World’s largest Real-Time Real-Time Exchange Exchange (Google (Google

Exchange)Exchange)

Click-ThruClick-ThruLatent ClickLatent ClickView Thru View Thru Tracking + Tracking +

Attribution & Attribution & Re-Marketing Re-Marketing

Modeling Modeling

Geo-target Geo-target ++

BehavioralBehavioralTriggering Triggering

Compete Compete AggressivelyAggressivelyEliminate Eliminate

AmbiguityAmbiguityTarget & Target & Manage Manage IssuesIssues

Target & Target & Promote Promote

Brand Brand AttributesAttributes


Evolution of Contextual

The Most Advanced Contextual


CommunityBuilding

Shop Purchase

Keeps This From Happening


Protects Against This


How NetSeer Is Superior To Others

Contextual Ad served by

Google

NetSeer ContextLinks

Google reads this page as appropriate to fire the banner ad on the right when this content has

nothing to do with a construction nail gun

NetSeer’s concept extractor sees the content with the

correct relevance


How NetSeer Reads Content vs. Other Contextual

The NetSeer technology reads this

page as a travel destination site in the Middle East, sensitive content with firearms & explosives, death &

suffering.

Legacy Contextual would categorize this page as a US Locale

travel site with things to do, hotels, attractions,

as well as content about travel in France

and Florida.


How It Works


Optimal Ad Size Flexibility Including Rich Media and Video

336x280

160x600300x250

728x90


70 Billionad impressions/week

14 Billionad impressions/week

211 Millionuniques/week 1 Billion

uniques/week

WOR Is Then Pushed Out To The World’s Largest Exchange In Real Time

US Reach Global Reach> Million Publishers


Google Exchange – Sample Sites


Optimization Starts After 500,000 Impressions + Every 3 To 5 Days Thereafter


Case Study• Advertiser: Cirque du Soleil

• Targeting: Folks visiting Las Vegas

• Objective: Sell tickets for holiday promotion

• Execution: served ads on pages related to “going to Las Vegas” concept

• Average CTR: 0.28%

• Outcome:– NetSeer performed at the

top of the heap based on CTR and total bookings

– Cirque was very satisfied.

“We were very happy with NetSeer and look forward to working with them again.” – Cirque du Soleil


Case Study

“I wanted some Contextually Targeted display ad placements on the plan and NetSeer provided the most compelling solution of all my options. Overall, we’re very pleased.” – Michael Koontz, VP Biz Dev, Lion New Media

• Advertiser: Seattle Cancer Care Alliance / Fred Hutchison Cancer Research Center

• Targeting: People with the types of cancer that can be treated with bone marrow transplant

• Objective: Make people with these conditions aware of Fred Hutchison as the leader for bone marrow transplant

• Outcome:- Served ads on pages related to Leukemia and Lymphoma-Perfect match to reach exactly the target audience


Case StudyNetSeer Performance vs. Premium

• 63% lower CPC

• 60% lower CPM • 4.6 times longer on initial landing

page • 50% longer on subsequent pages

• Twice the number of unique visitors • 13% lower bounce rate

• About twice the impressions

• In half the time • 48% additional view-through visits

• Advertiser: Fairfax County, VA• Targeting: Visitors within a 23-state region • Objective: Determine performance

comparison of NetSeer versus targeted placements on premium travel site


Ohio

Minnesota

Las Vegas

Mammoth Lakes

New Mexico

AlabamaGeorgia

North Carolina

West Virginia

Identity Guard

Body MediaEducation Dynamics

Hawaii Governor

CA Senate Wyoming

Mobi PCSHawaii

Tampa

Shreveport

Alaska

FXVA

Myrtle Beach

Michigan

Realogy

HHI

SHPS

Door County

Mississippi

Gatlinburg

Hawaii Electric

Tremendous Interest


Reach New Visitors With A Very Granular Approach

Place tracking pixels on S-B website in all places visitors land for click and view through tracking plus for re-targeting efforts

Provide banner campaigns for two themesFall events The latest in Gaming/Casino news in S-B

Immediate and continual optimization against matching pages, sites and creative

Optimize every 3 to 5 days thereafter, based on click rate for: Matching context pagesTop performing sites Top performing creative


Remarket to Website Visitors

Place tracking pixels on S-B website in all places visitors exit

Re-market to consumers prompting additional visits to the website and/or actions


Sample ConceptsShreveport Bossier Concepts - General Shreveport Bossier Concepts - Gaming

City of Shreveport Louisiana Casinos

North Louisiana Horseshoe Hotel & Casino

Olde Oaks Golf Club Sam’s Town Hotel & Casino Shreveport

Northern Louisiana Diamond Jack’s Casino Resort Bossier City

Bossier City Hotels Eldorado Casino Resort shreveport

Louisiana Boardwalk Boomtown Casino Bossier City

Louisiana Hayride Harrah’s Louisiana Downs

Downtown Shreveport louisiana horse track

Bossier City louisiana racetrack & casino

Kisatchie National Forest louisiana casino & racetrack

Robinson Film Center louisiana horse racing

Red River Revel louisiana casinos

Shreveport-Bossier Area louisiana gaming

Louisiana festivals shreveport casinos

Cypress Lake shreveport gaming

Bossier Area shreveport gambling

Shreveport Hotels louisiana gambling

Shreveport Symphony bossier city gaming

Red River Shreveport louisiana downs horse racing


Implementation (Up And Running In 15 Business Days Subject To…)

Insertion order signed and initial set up payment is received

All required tracking pixels in place and tested on the site(Guaranteed performance can’t be delivered without properly functioning pixels)

Banner creative is prepared and delivered within 10 days from start

Immediate and continual optimization against matching pages, sites and creative

Initial reporting semi-monthly and monthly after 60 days

Ad specs within the IAB allowed sizes as reflected in the spec guide

Can take rich media and video for those publishers which allow


Pricing

•Minimum campaign - $10,000 Net

•CPM - $7.50

•Impressions - 1.333 million minimum

•Campaign will run until impressions are delivered


For more information contact

Glenn Culver

806 866 0124

[email protected]@ebrainsinc.com

www.eBrains.com www.eBrains.Travel

©2010 eBrains, Inc.,1600 Tysons Boulevard, Suite 800, McLean, VA 22102


THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS The New Way To Buy Display For...

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