1. Best Practices and Recommendations for Creative Execution and Design on the Web or How do you find an audience who will care about what you have to say? Presented by: Glen Caruso Firecracker Digital Group [email_address] 404.788.2008 January 2010

7. Online Ad Execution – Best Practices

21. What Takes Up A Woman’s Day? Female Internet Users Study Working Women Study Strong performing creative touches upon these things…

22. Games Marketer: Tyson Objective: Ensure a fun and playful engaging consumer experience, consistent with the TV campaign for female target Communication Vehicle: MSN Games custom Bejeweled game Creative Relevancy: Chores, Preparing Meals, Relaxing Executional Style: - Relaxing diversion to my day - Interactive “Strategy” game genre (women) - Repeat of Tyson Chicken character/logo - Close-up of the YES - Instant WIN - High Contrast RED/YELLOW stand out

23. ”Starting a Family” Sponsorship Marketer: Huggies Objective: Generate product awareness and interest of NEW “baby shaped” Huggies in a targeted, contextually relevant environment Communication Vehicle: MSN Life Events Sponsorship Creative Relevancy: Family, Chores, Child Care Executional Style: - Pictures of babies SELL! - San Serif font - BENEFIT – no leaks! - Primary color – RED - Marketer used bottom ad block to “self-publish” providing content & relevancy - “WIN” - Clickable HUGGIES logo always on bottom RIGHT

24. Ads within News Channel Marketer: Dove Objective: Dove is helping raise beautiful, secure women Communication Vehicle: MSNBC Homepage & Today Show Creative Relevancy: Family, TV watching, Personal Errands Executional Style: - Pictures of children sell/minimal text - Close-up of face/eyes – draw users in - Consistency of image as users click through (tilted, girls face repeats) - Addresses personal self esteem issues, fears, anxieties – “Am I Normal? Is My Child okay? Am I a Good Mother?” - Question/”I believe” format makes users unconsciously think …”Hmmm? Do I agree with this statement?” - Clickable Dove logo in bottom right corner

27. Thank You! Contact me with your thoughts and questions! Glen Caruso Firecracker Digital Group [email_address] 404.788.2008

29. Average Deltas 103% Increase in Brand Awareness 88% Increase in Purchase Intent Source: Dynamic Logic MarketNorms Rich Media Performance vs. Standard Media Executions

35. More Rich Media Examples (Interpolls) Question-based interactivity CPG: http://demos.interpolls.com/demos/sunmaid/728x90.html - Print recipe/send to a friend http://demos.interpolls.com/demos/mccormick/360.html - video, email signups, downloads Financial: http://demos.interpolls.com/demos/special/moneysbestfriend.html - tabbed content, resource locator http://demos.interpolls.com/demos/capitalone/300.html - interactive flash CSR: http://demos.interpolls.com/demos/ihop/funcake.html - video, store locator http://demos.interpolls.com/demos/wendys/frescata.html - interactive flash Auto: http://demos.interpolls.com/demos/hyundai/veracruz7.html - videos, gallery, downloads http://demos.interpolls.com/demos/scion/w2bs.html - half banner expanding video Standard Rich Media CPG: http://demos.interpolls.com/demos/frontline/2007.html - rollover to play video CSR: http://demos.interpolls.com/demos/ocharleys/ocharleys7.html - expandable Auto: http://demos.interpolls.com/demos/ford/taurus1exp.html - expandable w/ rotating creatives

36. More Rich Media Examples (EyeWonder) Automotive: Toyota Yaris - AIM Buddy ad – must be viewed in IE http://cdn.eyewonder.com/100125/adWdrDemos/143827/143827_27631_6093_Demo.html Toyota Teen Driver Safety: http://cdn.eyewonder.com/100125/adWdrDemos/728683/728683_93075_14997_Demo.html Nissan Altima Balancing Act - Interactive Game - Viral / Send-to-a-friend feature http://cdn.eyewonder.com/100125/adWdrDemos/424377/424377_93075_13124_Demo.html Nissan Grand Finale: - Interactive Game (Build your own Fireworks show) http://cdn.eyewonder.com/100125/adWdrDemos/551319/551319_88939_14190_Demo.html Nissan Sentra (Dancing) - Interactive Game - Viral / Send-to-a-friend feature http://cdn.eyewonder.com/100125/adWdrDemos/270019/270019_93075_10513_Demo.html Mazda Speed 6: - Zip code locator - Downloads http://cdn.eyewonder.com/100125/adWdrDemos/98130/98130_88939_3159_Demo.html Landrover: -Mouseover video panel functionality http://cdn.eyewonder.com/100125/adWdrDemos/84544/84544_93075_3374_Demo.html Nissan M Headlights: - Full-page takeover http://cdn.eyewonder.com/100125/adWdrDemos/374935/374935_93075_10267_Demo.html

37. More Rich Media Examples (EyeWonder) Consumer Packaged Goods: Bertolli: - Print recipes directly from banner http://cdn.eyewonder.com/100125/adWdrDemos/823442/823442_88948_24331_Demo.html Lays: - Synched roadblock - Interactivity between units http://cdn.eyewonder.com/100125/adWdrDemos/465127/465127_464851_12963_13010_Demo.html Coke Zero: - Multi-video execution - Downloadable video clips from banner - Send-to-friend functionality http://cdn.eyewonder.com/100125/adWdrDemos/526965/526965_93075_15152_Demo.html Budweiser Ringtone: - Downloadable ring tone http://cdn.eyewonder.com/100125/adWdrDemos/232449/232449_88939_9213_Demo.html Casual Dining: Chili’s Margarita Madness: http://cdn.eyewonder.com/100125/adWdrDemos/120552/120552_88948_5480_Demo.html Chili’s Margarita Madness Expandable: http://cdn.eyewonder.com/100125/adWdrDemos/201239/201239_93075_5361_Demo.html Chili’s Margarita Madness Floating Ad Unit: http://cdn.eyewonder.com/100125/adWdrDemos/201244/201244_92736_5363_Demo.html Bucca Di Beppo: http://cdn.eyewonder.com/100125/adWdrDemos/421468/421468_253763_13212_Demo.html Bucca Di Beppo: http://cdn.eyewonder.com/100125/adWdrDemos/421578/421578_88948_13238_Demo.html