Crisp Media presents a Sneak Peek at Tablet Advertising for 2011. This presentation covers a market outlook, examples of real campaigns, best practices in ad design and tracking, tablet ad serving, and tablet ad formats.

1. Sneak Peek: Tablet Advertising in 2011 Twitter Hashtag #tabletads WiFi Network: Crisp Media WiFi Password: Crisp Media

2. Sneak Peek: Tablet Advertising in 2011 Twitter Hashtag #tabletads

3. Agenda 3:15 - 3:30 Tablet Market Overview 3:30 – 4:10 Ad Creation & Measurement 4:10 - 4:30 Serving Ads to Tablets 4:30 – 4:45 Crisp Overview 4:45 – 5:00 Q&A 5:00 – 6:00 Drinks

4. Survey Says… You want to learn more about: Measurement Current campaigns Testing creative How to make ads work across devices Best practices in ad serving & design

5. What You’ll Hear About Today Tablets are not a silo – they need to be a part of the overall marketing strategy While iPad is where it is at today, the introduction of new Android tablets will expand the market even further It is not just about apps on tablets – the amount of web traffic from browsers is growing You can use HTML to create all your ads – smartphone, tablets, and desktop

6. Market OverviewTom LimongelloVP, Marketing

7. State of the Tablet Market

8. The Market for Tablets is Bigger than you Think

9. iPad iPad has 95% of the Tablet Market iPad apps have subscriptions enabled iPad browser hasaccelerometer enabled iPad 2 coming in Q2 160 Million iOS Devices Sold Already (1/11)

10. The Tablet Divide 15,000,000 1,000,000 7” 10” Motorola XOOM Apple iPad / iPad 2 LG Omnipad HP Touch Samsung Galaxy Tab II Toshiba Tablet ZTE V11 Blackberry Playbook Samsung Galaxy Tab II HTC Flyer Dell Streak ZTE V9 Um…Steve says you can’t call yourself a tablet unless you’re 10” tall.

11. Understanding Android Gingerbread is for Phones Android 2.3-2.4 Honeycomb is for Tablets Android 3.0 Implications for Advertisers In-app formats for 10” tablets are mostly full-page interstitials Interstitial sizes will stay the same for Android as iPad All 1,000,000+ 7” tablets will run mobile phone apps, not tablet apps At the end of Q2 7” tablets might see an upgrade when Honeycomb and Gingerbread merge to form Android “Ice Cream”

13. There are no “cheap” Android 10” tablets, $600 is the base and many will top $800

14. Advertising innovation in Android tablet apps and Android tablet browser can come as early as Q2

16. WebOS means HTML5 support

17. Playbook launches in Q2

18. Playbook app platforms (Java, WebWorks) will be ORMMA compliant = HTML ads will work

20. Touchscreen offers simpler controls for interacting with and dismissing content

21. You can add touch points anywhere on an ad without fear of making it difficult for the user to interact

22. A safe, non-preroll home for the 15 or 30 second TV commercial+ =

23. Front-facing cameras on iPad 2 & Android means you can upload photos & videos

24. Creative Agencies

25. Questions?

26. Ad Creation & MeasurementAndy SullivanSVP, Client Services & Ad Ops

27. Executing Tablet Campaigns Planning your buy Choosing your platforms Designing your ad Building your ad Tracking your ad

28. Planning Your Buy Single Publisher Sponsorship More customization Multiple ad units Easier trafficking and QA Multi-Publisher Buy More reach One unit across publishers QA and trafficking complexities

29. Choosing Your Platform Tablet browser Run a single ad unit across multiple sites - HTML 5 Website compatibility less of an issue IAB sizes Fixed placement Applications App compatibility is an issue – may need multiple versions Sizes and formats vary by app Full page interstitials In-line banners, but maybe not IAB sizes Pre-loading of content

30. Designing Your Ad Maximize brand awareness Interactivity and exposure are key Innovative creative executions Games Shakable and drag-and-drop ads Quizzes / Polls Galleries Accelerometer Video Data feeds Roadblocks, interstitials and expandables Drive direct response Click-throughs and conversions are key Clear and simple creative executions Click-to-microsite, Data entry, Location aware Creative Re-targeting

31. Designing Your Ad Some things to keep in mind when designing your tablet ad: Running across publishers/apps is difficult Different SDKs Sizes vary Design for both orientations Locked orientation Safe zone Two layouts Modify the ad experience Ad Weight Preloaded assets Download upon request Polite loading

32. Building Your Ad Various ways to work with rich media providers: Raw Assets Re-purposing desktop creative – Flash files or layered PSDs Logos and style guides Creative build: design, development, tracking and trafficking Tablet-Specific Assets Built to tablet specifications Layered PSD files Creative build: development, tracking and trafficking Fully Designed HTML Creative fully developed by third party HTML 5, JavaScript, CSS Creative build: integration, tracking and trafficking

33. Tracking Your Ad Decide what you want to track Everything! Impressions and click-throughs All user interactions Display and interaction time Video plays and completion rate Interpreting reports Different metrics for different campaigns Branding = interaction rate and time Response = click-throughs and conversions

34. Reporting Tapped 1x Tapped 2x Tapped, video played to 74% No interactions

35. Questions?

36. Serving Ads to TabletsXavier FaconCTO

37. Overview: Best Practices for publishers Integrate tablets and smart phones, apps and web into the same digital ad serving infrastructure  one report Serve rich media via an external ad tag from a mobile rich media ad platform Ensure apps are supporting HTML ads compliant with a standardized ad creative API Provide open compatibility for ads from various rich media vendors and creative designers

41. growing adoption of this standard is removing the fragmentation for mobile rich media campaigns ORMMA Level I ORMMA Level II ORMMA Level III Add Webview (So ads can expand and have multiple interactions) Enable Native Features (So you can let users shake your ads) Pre-Loading and caching (So you can make ads really big without ruining the experience)

42. How to Get Involved with ORMMA Email info@ormma.org Visit www.ormma.org or http://blog.ormma.org Join the IAB mobile rich media working group Work with the companies who are already involved with ORMMA.

43. Some other companies involved with ORMMA

44. Questions?

45. Crisp Media Tom Foran CRO

47. Crisp does not sell inventory

49. Crisp ads are certified to run on the majority of high traffic mobile publisher properties

50. Direct publishers

51. Ad networks

52. Unified, detailed engagement reporting

54. Crisp creates mobile-appropriate execution

55. Crisp delivers at scale across publishers and ad networks of agency’s choosing

58. Interaction Time is a key Crisp metric

59. Other metrics include clicks, CTR, panel interactions, video plays, phone calls, conversions, custom event tracking

61. Sample Crisp Advertisers

62. Sample Crisp Advertisers

64. Mobile Display = Rich Media

65. Create ads using HTML and follow emerging standards (e.g. ORMMA)

66. Make mobile a part of every campaign

68. Contact Info sales@crispmedia.com info@ormma.org