© 2008 eyeblaster. all rights reserved eb orange 246/137/51 eb green 52/70/13 eb gray 161/161/161...

© 2008 Eyeblaster. All rights reserved

Bridging the SilosPresented by: Hava Kelman ● Product Planning, Search ● October 2008

Search and Display


Agenda

• The Hole Between The Silos

• Better Together

• The Challenges

• Channel Connect for Search

© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved

The HoleBetween The Silos



Silos


The Two Titans

$8.05bTargeted

$6.12bReach

Source: Forrester Report “U.S. Online Marketing Forecast: 2007 To 2012”


6

John is looking for a digital camera...

?

http://www.sonystyle.com/webapp/wcs/stores/servlet/ProductDisplay?catalogId=10551&storeId=10151&langId=-1&productId=8198552921665309451


7

Behind the scenes


Light Price

SearchDisplay



Consumers see One campaign

so should We

© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved

Better Together


Drive Traffic

3.3

6.5

23.4

Display Search Search & Display

Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions)

7x Display Only;3x Search Only

Lift in Site Visits


Lift Site Engagement

Display only Search only Search & Display

3%

49%

66%

Time Spent on Site


37%

46%

68%

Pages Viewed

Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions)


Lift in online purchases

Lift in offline purchases

50%

9%

210%

42%

244%

89%

Increase in Sales

More Sales

Lift in spend per purchaser in-store

11%

26%

83%

Chart 1 Source: Yahoo!/Comscore Research Online, Buy Offline study, 2007

Increases in average order size


Chart 2Source: Yahoo!/Comscore Close the Loop study, 2006


Search Is a Consumer Journey

Generic

“digital camera”

Specific

“Canon EOS 400D”

Awareness

Purchase

http://en.wikipedia.org/wiki/Image:Canon_EOS_400D_9506.jpg


Increase Brand Performance

Source: My Travel case study, UK, December 2007.

Search Only Search & Display

100

1,301

An integrated display campaign can help drive 13x brand search volume


Nearly

1in 5

Search Conversions is affected by

Display AdsSource: Eyeblaster Research October 2008 . 140 integrated campaigns, >1B display impressions and 500M search impressions



The Benefits are

evident


The Challenge

s


A B

Team A Team B

Bridging The Silos


Team A Team B


A

Bridging The Silos



Take the first step —

build the Bridge


Channel Connect

For Search


A Bridge between the Silos

One Tracking system One Reporting systemBetter Decision making

Ease of use © 2008 Eyeblaster. All rights reserved


</display_tag></search_tag>

</EB conversion _tag>

When Search and Display are tracked separatelyWhen Search and Display are tracked together

One Tracking System

Cross-channel exposure

display

search

One purchase

Accurate Conversion Data (de-duplication)


One Reporting System

Served Impressions

CTR Other Channel Impact Rate

ROI ROAS ($) Total Conversions

Click to Conversion Rate

Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

4,293

2,113

798

236

1,079

750

1,242

2,180

188Yahoo! UK

AOL Japan

MSN MX

Mind the Gap Int.

Turner / CNN

Fox News.com

MSN \ MSNBC

Display

Mind the Gap US

Campaign Type Campaign Publisher/SE Total Clicks

Search 7,132

Eyeblaster SE - Google 4,246

Google 4,246

Eyeblaster SE - Yahoo 2,886

Yahoo 2,886

Totals 11,425

Cross-Channel Overview

CTR ROI ROAS ($) Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Display

Campaign Type

Search

Totals

Search & Display —All in One Place

CTR Other Channel Impact Rate

ROI ROAS ($) Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Explore the Touch-Pointsbetween Channels

CTR ROI ROAS ($) Total Conversions

Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Consolidate Your Search & Display Data


AOL Japan CNN Money - Turner

Fox News.com

Google MSN MX MSNBC Yahoo Yahoo! UK - Internal

Marketing

-20.00%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

61.57%

91.80%

54.70%

16.91%

65.09%67.59%

24.78%

31.37%

13.29%

1.69%

21.91%

29.33%

-13.36%

2.35%

36.24%

27.45%

ROI - Entire Path vs. Last Ad

ROI (Entire Path)

ROI (Last Ad)

Better Decision MakingInsight into Publisher Contribution

$300

100%

100%

100%

20%

50%

33.33%

33.33%

$170

Conversion Analysis by Publisher (Entire Path)

Total Clicks Average Position in Path

ROI (*Entire Path) ROAS (*Entire Path) Total Occurrences Total Conversions (*Entire Path)


1,242 1.17 61.57% 1.62 234 86 6.92%

1,079 1.24 91.80% 1.92 502 194 17.98%

236 1.21 54.70% 1.55 268 72 30.51%

4,246 1.32 16.91% 1.17 656 427 10.06%

750 1.42 65.09% 1.65 746 252 33.60%

798 1.36 67.59% 1.68 303 146 18.30%

2,886 1.26 24.78% 1.25 699 195 6.76%

188 1.27 31.37% 1.31 195 9 4.79%

11,425 1.27 28.19% 1.28 3,603 1,381 12.09%Totals 786,937 1.45%

1.55%Yahoo! UK - Internal Marketing

12,100

Yahoo 99,913 2.89%

1.17%MSNBC 67,931

MSN MX 168,906 0.44%

2.84%Google 149,501

Fox News.com 50,714 0.47%

CNN Money - Turner 147,570 0.73%

Publisher

AOL Japan 90,302 1.38%

Served impression CTR

Conversion Analysis by Publisher (Last Ad)

Total Clicks ROI (*Last Ad) ROAS ($) (*Last Ad) Total Conversions (*Last Ad)


1,242 13.29% 1.13 48 3.86%

1,079 1.69% 1.02 45 4.17%

236 21.91% 1.22 22 9.32%

4,246 29.33% 1.29 588 13.85%

750 -13.36% 0.87 24 3.20%

798 2.35% 1.02 14 1.75%

2,886 36.24% 1.36 628 21.76%

188 27.45% 1.27 12 6.38%

11,425 28.19% 1.28 1,381 12.09%Totals 786,937 1.45%

Yahoo! UK - Internal Marketing

12,100 1.55%

Yahoo 99,913 2.89%

MSNBC 67,931 1.17%

MSN MX 168,906 0.44%

Google 149,501 2.84%

Fox News.com 50,714 0.47%

CNN Money - Turner 147,570 0.73%

CTR

AOL Japan 90,302 1.38%

Publisher Served impression

Conversion RevenueAD 1

(Last Viewed) AD 2 AD3 AD4 AD5

Conversion 1 100 Google CNN Weather.com YouTube Yahoo Search

Conversion 2 100 Google CNN

Conversion 3 100 Google CNN Google

Conversion 4 100 Weather.com YouTube CNN Yahoo Search

Conversion 5 100 Yahoo Search Weather.com Google

33.33%

Identify which Publisher provides the greatest impact


Better Decision MakingProve Cross-Channel Strategies

Ad 4 Total Clicks CTR Percentage of Total Paths

Total Conversions

Total Revenue ($) Percentage of Total Revenue

Average time to Convert (Days)

Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Search

Search

Display

Display

Display

Search

Search Search 8,553

Search Only 75,244

80,357

Display 23,537Display

Display Search Search 23,983

Both 6,554

Exposure Group Ad1 (First Viewed)

Ad 2 Ad 3 Ad 5 Served Impressions

10,589

Display

Display Only

Search

Search

Display

Display

Search

Display

Search

Display

Display

Search

Display

Search

Search

Search

Display

Display

Search

Display

Search

Display

Display

Display

Search

Search

Display

Display

Display

Display

Display Display

Display

Display

Search 9,867

Search Search Search 33,452

Search Search Search 9,943

Search Search Search Search 13,429

20,468

19,203

16,862

7,974

12,781

8,994

11,682

29,236

28,656

21,226

7,691

Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Search Only

Display

Display

Both


Display Only

Display

Display

Search

Display

Search

Display

Display

Display

Search

Search

Display

Display

Search

Search

Search

Search

Determine Cross-Channel SynergiesUnderstand user behavior through the most common paths


Total Conversions

Total Revenue ($) Percentage of Total Revenue


Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Both Display Only Search Only0

500

1000

1500

2000

25002,129

466 476

Cross Channel Conversions Synergy

Total Conversions


Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Search

Search

Display

Display

Display

Search

Search Search

Search Only

Display Display

Display Search Search

Both


Ad 2 Ad 3 Ad 5

Display

Display Only

Search

Search

Display

Display

Search

Display

Search

Display

Display

Search

Display

Search

Search

Search

Display

Display

Search

Display

Search

Display

Display

Display

Search

Search

Display

Display

Display

Display

Display Display

Display

Display

Search

Search Search Search

Search Search Search

Search Search Search Search


Better Decision MakingJustify generic keywords cost

Ad 5 Percentage of total Paths

Total Conversions Total Revenue ($) Percentage of Total Revenue


35.81% 17,982 118,500.00 33.40% 0.07

21.13% 10,611 81,875.00 23.08% 0.11

16.82% 8,448 64,625.00 18.22% 0.08

13.14% 6,600 41,625.00 11.73% 0.12

5.53% 2,776 20,875.00 5.88% 0.05

2.10% 1,054 7,000.00 1.97% 0.88

0.89% 447 2,250.00 0.63% 0.47

0.48% 239 1,625.00 0.46% 1.27

0.35% 175 750.00 0.21% 0.86

0.29% 146 1,000.00 0.28% 1.70

Plasma TV Terms Generic Terms

Generic Terms Plasma TV Terms Brand Plasma Brand Plasma

Generic Terms Generic Terms

Generic Terms Plasma TV Terms

HD TV Terms

Generic Terms Plasma TV Terms Brand TV

Plasma TV Terms Brand TV

Flat Screen Brand TV

Brand TV

Ad1 (First Viewed) Ad 2 Ad 3 Ad 4

Generic Terms

Available upon request

Ad 5 Total Conversions Total Revenue ($)

35.81% 17,982 118,500.00 33.40% 0.07

21.13% 10,611 81,875.00 23.08% 0.11

16.82% 8,448 64,625.00 18.22% 0.08

13.14% 6,600 41,625.00 11.73% 0.12

5.53% 2,776 20,875.00 5.88% 0.05

2.10% 1,054 7,000.00 1.97% 0.88

0.89% 447 2,250.00 0.63% 0.47

0.48% 239 1,625.00 0.46% 1.27

0.35% 175 750.00 0.21% 0.86

0.29% 146 1,000.00 0.28% 1.70

Plasma TV Terms Generic Terms

Generic Terms Plasma TV Terms Brand Plasma Brand Plasma

Generic Terms Generic Terms

Generic Terms Plasma TV Terms

HD TV Terms

Generic Terms Plasma TV Terms Brand TV

Plasma TV Terms Brand TV

Flat Screen Brand TV

Brand TV

Ad1 (First Viewed) Ad 2 Ad 3 Ad 4

Generic Terms

Ad 5 Percentage of total Paths

Total Conversions Total Revenue ($)

35.81% 17,982 118,500.00 33.40% 0.07

21.13% 10,611 81,875.00 23.08% 0.11

16.82% 8,448 64,625.00 18.22% 0.08

13.14% 6,600 41,625.00 11.73% 0.12

5.53% 2,776 20,875.00 5.88% 0.05

2.10% 1,054 7,000.00 1.97% 0.88

0.89% 447 2,250.00 0.63% 0.47

0.48% 239 1,625.00 0.46% 1.27

0.35% 175 750.00 0.21% 0.86

0.29% 146 1,000.00 0.28% 1.70


Advertiser Name

eventtime Activity Id Activity Name

quantity orderid session Value Query String

Last Ad View Time

Is Click Publisher Campaign Ad Group Keyword Name Eyeblaster Name

Unit Size Video Rich Banner

Video Starts Method

Flight ID

LG 8/4/08 10:01AM

14449 Thank You Page

1 123 200 ActivityID=14449&f=1&f=1&rnd=913277.05886215

8/4/08 10:00AM

1 CNET Campaign1 Ad 160x600-V1

160x600 1 0 AutoInitiated 539630

LG 8/4/08 10:20AM



8/4/08 10:01AM

1 Forbes Campaign2 Ad 160x600-V2


LG 8/4/08 11:02AM



8/4/08 10:42AM

1 Google Search Campaign3

Brand TV

Keyword TV

LG 8/4/08 11:59AM



8/4/08 11:50AM

1 CNET Campaign1 Ad 250x250-V1

250x249 1 AutoInitiated 540720

Event 1 Event 2 Event 3 Event 4 Event 5

eventtime Activity Id quantity orderid session Value Query String

Is Click Publisher Campaign Ad Group Keyword Name Eyeblaster Name

Unit Size Video Rich Banner

Video Starts Method

Flight ID

LG 14449 1 123 200 1 CNET Campaign1 Ad 160x600-V1


Event 1 Event 2

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