Ad Monsters Leadership Forum US IX Event Summary

Ad. Monsters Leadership Forum US IX Event Summary New York April 15, 2010

What is Ad. Monsters? The global community of ad operations and technology leaders A community focused on handson, technical discussion, best practices and professional development. An informal, yet senior group for building personal, professional relationships

What is Ad. Monsters about? o o o o FOCUS SCALE INTEGRITY FORUM ACTION VALUE UNIQUE HUMANITY

What is Ad. Monsters about? A tight FOCUS on ad operations on a small SCALE combined with INTEGRITY to create a FORUM of peers which generates ACTION and provides VALUE that is UNIQUE. We are also about HUMANITY and about creating relationships within our industry.

Leadership Forum Goals • Competitive collaboration • Common pain points • Best practices • Pragmatic advice • Actionable solutions

Thank You Sponsors! Ruby

Agenda o o o o Introductions (Ad. Monsters, Members) Keynote: Alan Chapell, Chapell & Associates. Bryan Moffett – National Public Media Matthew Corbin – You. Tube Ad. Meld Sponsor Session Lunch Member Sessions Wrap up

Alan Chapell Founder, Chapell & Associates GOVERNMENT REGULATION: ADJUST OR ADMAGEDDON?

Government Regulation: ADjust or ADmageddon? Alan Chapell • • • Theres a new regulatory environment Embrace "transparency” Balance innovation with consumer protection and value Fair Info Practices (Notice, Choice, Access, Security, Enforcement) The IAB is creating an enforcement program around behavioral targeting Consumer Research (however inaccurate) is used to make decisions in DC Industry response – behavioral icon, more notices on websites, giving consumers choice to opt out Consider a requirement to opt-in and what that would mean Flash cookies for behavioral tracking a dangerous idea. MMA is about to release best practices around data Ensure you have a self-regulation program

Bryan Moffett Director, Ad Operations, National Public Media IPHONE/IPAD APPS – POURING THE CONCRETE

i. Phone/i. Pad Apps: Pouring the Concrete Bryan Moffett • • • • April 3 - NPR launched i. Pad when device went to market Great for high engagement for content and ads; with loyal audience Different offering makes appealing for buyers Limitations with ads in apps – code not easily repurposed; development cycles are long an complex; simulator doesn’t mimic the device; one can only have one version of the app on a device; Outsourced development to a company specializing in app development Apple’s approval process is shorter now; they have new limitations on data use and third party engines; rift with adobe (no flash support) Pencil sketches allow for easy changes; others use visio; powerpoint i. Phone – using medialets for ad delivery and building ads Asynchronous serving allows app to work offline and gather offline metrics Timers have been crucial to control user ad exposure Fullscreen ads; ad on load screen; 320 x 50 expandable Not just a mobile buy – uses as a add-on to buy premium packages Building apps is hard but valuable

Matthew Corbin Global Manager – Partnerships & Advertising Operations, You. Tube TURNING THE CORNER ON VIDEO

Turning the Corner on Video Matthew Corbin • • • There are still operational challenges; some of those barriers are being to break down Video Ads are more complex than display Users engage with video along with other tasks at the same time Pre-rolls are not bad; people are willing to sit through an ad for longer form content. Global consumption is varied; need to adjust frequency accordingly; ad servers and content management systems are impacted by the different consumptions Overcome "what is appropriate content" especially for brands User comments and users proliferate - positive or negative - it HELPS the video; community decides what is racy VAST/VPAID - are beginning to be adopted - is a priority ; to be completed before the end of q 4 Selector model - way out performed all other models on both short and long form Companion banner has a place but not much engagement

Marc Theermann Ad. Meld ADMELD SPONSOR SESSION

Ad. Meld Sponsor Session Marc Theermann • • • How can you get your hands on the money out there in the ecosystem? Smartphone users are exactly the people advertisers want to reach 53% of smart phone users click on ads Direct premium portion is still small - majority is spent through mobile ad networks; remnant CPC; 25% CPM Premium direct sold - most is rich media Needs to work under a second - pre-cache ads; yes its an issue Mobile budgets are about to explode - you have mobile paypal ; full keyboards; retail environment; more spend Audience data is becoming available Agencies can buy audience at scale via yield optimizers

Frank O’Brien Founder, Conversation LLC MEASURING SOCIAL MEDIA ROI

Measuring Social Media ROI Frank O’Brien • • • Social Media falls into media buys same way as ad buys do Social Media is word of month marketing at it's best There's no magic bullet solution - the 140 characters aren't going to do it alone - it needs to link in to everything else How do you justify paying someone to post a message on Face. Book – compare it to video or web Fear of response - you don't want bad feedback from consumers - should engage; find problems; identify solutions Measure ROI through fan demographics - done already by some analytics tools and providers; cost per fan ($3. 60 - mashable) If a channel goes away - you need to be able to plug and play Consumers spend more time daily on social networks than on a brand website Can also measure increase in fans; comments; interaction

Member Session lead by Jennifer Witt Director of North American Ad Operations Adconion VERIFICATION SERVICES

Verification Services Member Session lead by Jennifer Witt • • • Verification has a place; did I get what I bought; where on the page; frequency cap; content appropriate Agencies requesting vendors such as Double. Verify Entertainment/Gossip sites always seemed to get flagged as inappropriate - even though they are an "approved" site Agencies don't want to buy DV through networks - they want to use their own relationships but have network/publisher pay An additional ops process on all sides Latency problems – yet another server call Geo data has been an issue even if they use same third party Doesn’t work for rich media; video yet Not certified or MRC compliant Should publishers pay? Services need to start using the IO or a legal document Set thresholds – too few impressions should be ignored

Member Session lead by Heather Keltz Group Director, Ad Operations New York Times Digital NON STANDARD EXECUTIONS

Non Standard Executions Member Session lead by Heather Keltz • • • What’s non-standard? Needs editorial approval; custom integration; uses third party vendors Takes people, planning and time (a lot of time) At this point OPA ads are now considered standard Pricing department handles each integration Snowball Effect– the more you do; the more you do Agencies may or may not have a plan of what they want Time - these campaigns don't happen in day but weeks; but not longer; don’t get bogged down in revisions Agencies need ops involvement and involve media not just creative agency and/or third party rich media vendor Planning - team coordination; long term projects and you have to be involved from the beginning - know who needs to be involved and get them involved

Member Session lead by Marcella D. Regniault Sports Illustrated INNOVATIVE ADVERTISING ENVIRONMENTS

Innovative Advertising Environments Member Session lead by Marcella D. Regniault • • • Being in a competitive vertical they need to stand out From sales: never been done before; can you build it? Created their own mini-agency called “Special Team” Hired project manager & creative director (designer/developer) Ad ops are not project managers (in addition to their ops jobs) PM is key to communication Editorial needs to be involved One point of contact on agency and pub side Everyone needs to have the same expectations Goal is to launch flawlessly – that’s a win Business guidelines – deal needs to be worth it Networks currently are not really doing custom ads as its hard to standardize across publishers

Member Session lead by Randall Compton Director of Ad Operations 24/7 Real Media THIRD PARTY DATA PROVIDERS

Third Party Data Providers Member Session lead by Randall Compton • • • Data partners help with audience management - find the green M&M in the trail mix; find unique audience for specific brands Pixel needs to be provided to data provider Is this premium inventory? Higher but not by much; sometimes agency is already using a data partner Some publishers are not working with them at all Scale is a problem unless you are a network Data is most valuable asset publishers have; value of data for pubs is dwarfed by value agencies and third parties get Agencies evaluate if ROI is worth time, money and possibly publisher relationship Inherent problems with success metrics on the campaign - still mired in the CTR Implementing pixels adds to ops process

Upcoming events o Ad. Monsters Publisher Forum EU XIV n June 6 -9, 2010, Barcelona, Spain o Ad. Monsters Network Forum US II n June 17, 2010, San Francisco, CA o Ad. Monsters Publisher Forum US XXIII n August 15 -17, 2010 Sonoma, CA o OPS n September 30, 2010 New York, NY

Thank you, Members!

Thank you, sponsors and attendees! We thank everyone for attending the US Leadership Forum in New York! As you know, we strive to make each event better than the last and we hope you agree that is the case. The information contained in this document is intended only for people who have attended the event and for their managers to help summarize what was learned at the event. Do not distribute! Additional information from the forum is located on the wiki (www. admonsters. org/wiki). Information posted on twitter can be found by going to http: //search. twitter. com/ and searching on Ad. Monsters or following @Ad. Monsters.