Webinar Download Available: https://www1.gotomeeting.com/register/613968521 Like a workout program, online campaign strategies must evolve over time for continued payoff. In this deck, explore real-world examples of unparalleled brand engagement achieved by combining sequenced advertising, behavioral targeting, and social media integration.

1. Six Pack Ads:
Shape up Your Online Campaigns
with Advanced Tactics
Eric Anderson Wesley Picotte
VP of Emerging Media Director of Media Services
White Horse White Horse
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2. Poor display advertising. Despite a decade of growth and
maturity, it remains the Dangerfield of the marketing line-up.
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3. But display advertisers must be doing something right. The
channel actually grew in key sectors in Q1 ’09 (up 27% for CPG)
while markets were tanking.
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4. As digital advertising stalwarts know, we’ve had to kill display
advertising in order to save it. We had to start by moving beyond
the click.
Banner advertising average response rate (CTR)
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5. Advertising that’s rich, highly functional, loaded with useful
content, and targeted to the right audience won’t just save
display – it’ll save advertising itself.
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6. Making display advertising work means making it work harder.
In this Webinar, we’ll highlight three key ways:
1. Advanced targeting tactics
2. Cross-channel marketing and measurement
3. Social media integration
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7. Chapter 1:
Advanced Targeting Techniques
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8. Advanced targeting is the application of granular metrics,
gathered via the ad server and other sources such as our
rich media partner (providing a deep set of metrics specific
to the RM creative), to inform cyclical advertising program
optimization.
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9. Metrics we analyze to inform advanced targeting:
1. Response rate by impression frequency
2. View-through visit/conversion time lag
3. Publisher cross-over (reach)
4. Cross-channel influence
5. Site Interaction
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10. What isn’t on the list:
“Standard” metrics that are important to real-time optimization:
1. Click-through rate
2. Ad interaction rate
3. Conversion rate
4. Day part
5. Cost-per-action
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11. Case Study: Columbia Sportswear
Between Fall 2006 and Spring 2008, White Horse managed
seasonal promotions for Columbia Sportswear. Along the way
we learned:
1. What messaging was most effective
2. A publisher mix that optimally eliminated spillage
3. The impression frequency that delivered the strongest
response, by publisher
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12. Case Study: Columbia Sportswear
In Fall 2008, Columbia embarked on a rebranding initiative
and White Horse was charged with delivering its new identify
to Columbia’s online audience.
It was called the Pioneers of the Greater Outdoors campaign.
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13. Case Study: Columbia Sportswear
Our goals were to:
 Engage the Columbia audience in an optimal fashion
by leveraging nearly two years worth of performance
metrics
 Maximize reach efficiency by minimizing cross-
publisher spillage
 Prime a strong association between The Greater
Outdoors, the Columbia pioneers, and select Columbia
apparel heading into the holiday shopping season
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14. Case Study: Columbia Sportswear
We executed two flights within a single campaign:
 Flight 1, the storyboard flight, sequentially served
“disruptive” rich media (e.g. fly-overs, interstitials) and
hardworking expandable rich media
 Flight 2, the holiday flight, launched on Black Friday
and leveraged rich media to provide a heavy-up brand
reinforcement during the holiday shopping season
With a little help from our friends at Eyewonder…
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15. How Storyboarding Works
One user, multiple impressions, in a sequence that builds the brand
story and prompts interaction at the right time.
Actual timing and frequency varied by user
October November
Disruption Disruption Expansion Expansion UGC UGC
There’s something new I get it – these Pioneers I’ve got my own ideas
coming from Columbia. expand the definition of about what it means to be
I keep seeing these what it means to be a Pioneer. Like this…
“Pioneers.” outdoors.
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16. What We Did
 Used data from a previous “Paths to Conversion” analysis,
provided by the MediaPlex team, and historical
performance metrics to validate our media planning
strategy
 Applied historical data about Columbia’s optimal
impression frequency to response ratio to determine the
right number of impressions for the storyboard sequence
 Leveraged a cookie pool that was 6MM strong for heavy
re-messaging during the “Holiday” flight
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17. The Results
 Columbia’s highest click-through rate to date (up to 1.46%)
 Columbia’s highest interaction rate to date (up to 12.9%)
 The campaign exceeded retail benchmarks for nearly all
metrics reported by EyeWonder (rich media provider)
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18. Chapter 2:
Cross-Channel Marketing
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19. Why Cross-Channel Measurement
Marketers have a last click mentality. If paid search
delivers a conversion, in most organizations, that channel
receives 100% of the credit.
If you’re a recognizable brand with advertising occurring
in multiple channels, any combination of impressions
could have created that conversion.
Cross-channel measurement helps to remove the guess
work by validating beyond the final click. It validates your
advertising mix, the strength of your organization's
integrated marketing approach.
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20. Why a Unified Platform
You can’t measure the direct influence that digital
channels have on one another without a unified platform
A unified platform provides management efficiencies not
possible otherwise
A richer data set that provides better insight into all
conversion types, including view-through conversion,
becomes available through a unified platform
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21. Case Study: KinderCare
Since January 2007, White Horse has managed digital
marketing for KinderCare, the largest provider of childcare
in the United States.
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22. Case Study: KinderCare
Paid search has been a primary online acquisition
Channel for KinderCare, and we have aggressively
managed their campaigns to a target cost-per-lead that
has remained relatively static as annual budgets have
grown.
We observed, however,
a significant CPL
deflection relative to the
Increasing reach that a
higher spend provides.
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23. Case Study: KinderCare
White Horse has promoted the potential of a multi-channel
digital approach for KinderCare on the premise that reach
efficiency is hindered by brand awareness and preference.
We’re currently embarking on that approach and will manage all
things digital on the Mediaplex platform. Our use of this
unified platform will show exactly how
effective our media mix is
against campaign goals….
$$$
…and our use of rich media will $$
help to drive the results we seek.
$
Reach
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24. Chapter 3:
Social Media Integration
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25. What we mean when we talk about social media and display
advertising…
Three flavors:
1. Advertising on social network sites.
2. Advertising that integrates social networks.
3. Advertising that includes social sharing features
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26. What all three have in common: a shift in the engagement model
that treats advertising as a malleable, shareable thing.
It starts with a belief that users will act as brand evangelists by
sharing advertising that they deem worthy, which in turn
demands different strategies.
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27. The benefit: advertising impressions become much more efficient
as content is engaged deeply and shared widely.
Source: Fox Interactive Media, Never-Ending Friending
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28. Example: Advertising on social network sites
Virtual Gift
Video Commenting
Become a fan
The Facebook model is to integrate advertising into typical sharing
friending scenarios and to keep the experience part of the network.
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29. Example: Advertising that integrates social networks
Integration of popular social networks into rich media ad units is
a no-brainer – but it does demand a different set of metrics than
traditional CTR.
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30. Example: Advertising that includes built-in sharing features
Mature campaigns can demand and get more from users in the
form of user-generated content.
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31. The growth of social-integrated advertising poses a challenge to
the traditional marketing funnel.
Consumers will increasingly prefer their interactions with brands that they
trust to be among people they trust, i.e., on social networks. This requires
new metrics and new approaches to conversion.
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32. Thank you!
Eric Anderson, VP of Emerging Media
eanderson@whitehorse.com
Wesley Picotte, Director of Media Services
wpicotte@whitehorse.com
www.whitehorse.com | Twitter: @whitehorsepdx | Blog: http://community.whitehorse.com
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