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Finding the
Sweet Spot.
Leveraging the intersection of
measurement + targeting.


Federated Media Signal Chicago


© Quantcast 2012
The Imbalance: Spend vs. Attention


                                                                                        4%
                                                                                        Of time spent searching


                                     Precise
                                    Relevant
                                   Accountable

           50%
 Of spend on search




Sources: Nielsen Netview, Q3 2011; eMarketer, 2012

                                              Federated Media Signal Chicago   Sep-12    © Quantcast 2012         2
The Tipping Point: Display Realizes Its Potential

           Display Surpasses Search in 2–3 Years                                                       Real-time Bidding’s Rapid Growth
Billions




                                                                                       Billions
           $50                                                                                                                                               27%
                                                               Total Online                                                                    Share of
                                                                                                  $5
                                                               $49.50B                                                                      display budget
           $45

           $40                                                                                                                                        23%
                                                                                                  $4

           $35

           $30                                                                                    $3                                          20%
                                                               Display
           $25
                                                               $21.99B
                                                                                                                                16%
                                                                                                  $2
           $20
                                                               Search
                                                               $21.53B
           $15                                                                                                       10%
                                                                                                  $1
           $10
                                                                                                         4%

           $5
                 2010   2011   2012   2013   2014   2015                                          $0
                                                                                                         2010        2011       2012          2013    2014   2015

    Sources: eMarketer, June 2011. US Online Display and                                 Sources: eMarketer, June 2011. IDC as cited in Pubmatic
    Search Ad Spending, 2010-2015 (Billions)                                             “Ad Revenue Report: Controlling Your Brands Future,” October 2011


                                                      eTail Boston
                                                      Federated Media Signal Chicago                            Sep-12   © Quantcast 2012                           3
The Opportunity:
Unify Measurement and Targeting




        Measurement                                         Targeting




                      Federated Media Signal Chicago   Sep-12   © Quantcast 2012   4
Relevance Starts with Data




                                                500 billion
                                                moments of relevance
                                                captured every month




               Federated Media Signal Chicago   Sep-12   © Quantcast 2012   5
Moving From Segments, to “Segments of One”
             Traditional                              Real Consumer
         Segmentation is Static                     Behavior is Dynamic



                Awareness
                Advertising




                     “In-Market”
                         Data




                          Retargeting

                                                      $


                   Federated Media Signal Chicago           Sep-12   © Quantcast 2012   6
Making the Connection for U.S. Cellular




                                35%
                                                 of all conversions,
                                                 from only 20% of
                                                 all impressions



                                46%              Lower CPA vs.
                                                 other partners.



                               Insights Regardingbehaviors
                                        groups &
                                                  consumer




                Federated Media Signal Chicago      Sep-12   © Quantcast 2012   7
Beyond Real-time Bidding

     Big Data




      Meets




                                                  Big Ideas

                Federated Media Signal Chicago   Sep-12   © Quantcast 2012   8
Welcome to the Revolution


                                    Precise
                                   Relevant
                                  Accountable




               Federated Media Signal Chicago   Sep-12   © Quantcast 2012   9

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Finding the Sweet Spot: A Case Study on the Display Advertising Revolution (Sponsor Spotlight)

  • 1. Finding the Sweet Spot. Leveraging the intersection of measurement + targeting. Federated Media Signal Chicago © Quantcast 2012
  • 2. The Imbalance: Spend vs. Attention 4% Of time spent searching Precise Relevant Accountable 50% Of spend on search Sources: Nielsen Netview, Q3 2011; eMarketer, 2012 Federated Media Signal Chicago Sep-12 © Quantcast 2012 2
  • 3. The Tipping Point: Display Realizes Its Potential Display Surpasses Search in 2–3 Years Real-time Bidding’s Rapid Growth Billions Billions $50 27% Total Online Share of $5 $49.50B display budget $45 $40 23% $4 $35 $30 $3 20% Display $25 $21.99B 16% $2 $20 Search $21.53B $15 10% $1 $10 4% $5 2010 2011 2012 2013 2014 2015 $0 2010 2011 2012 2013 2014 2015 Sources: eMarketer, June 2011. US Online Display and Sources: eMarketer, June 2011. IDC as cited in Pubmatic Search Ad Spending, 2010-2015 (Billions) “Ad Revenue Report: Controlling Your Brands Future,” October 2011 eTail Boston Federated Media Signal Chicago Sep-12 © Quantcast 2012 3
  • 4. The Opportunity: Unify Measurement and Targeting Measurement Targeting Federated Media Signal Chicago Sep-12 © Quantcast 2012 4
  • 5. Relevance Starts with Data 500 billion moments of relevance captured every month Federated Media Signal Chicago Sep-12 © Quantcast 2012 5
  • 6. Moving From Segments, to “Segments of One” Traditional Real Consumer Segmentation is Static Behavior is Dynamic Awareness Advertising “In-Market” Data Retargeting $ Federated Media Signal Chicago Sep-12 © Quantcast 2012 6
  • 7. Making the Connection for U.S. Cellular 35% of all conversions, from only 20% of all impressions 46% Lower CPA vs. other partners. Insights Regardingbehaviors groups & consumer Federated Media Signal Chicago Sep-12 © Quantcast 2012 7
  • 8. Beyond Real-time Bidding Big Data Meets Big Ideas Federated Media Signal Chicago Sep-12 © Quantcast 2012 8
  • 9. Welcome to the Revolution Precise Relevant Accountable Federated Media Signal Chicago Sep-12 © Quantcast 2012 9