fox_mrmagoriums

20th Century Fox - Mr Magoriums Wonder Emporium

10/29/2007 - 11/19/2007

Campaign Summary Report

Mr Magoriums Wonder Emporium

Campaign PerformanceTotal Campaign Performance

Eyeblaster Data Total Eyeblaster Benchmark

Served Impressions 20,129,385

Average Dwell Time 2.00

Interaction Rate 51.07 %

CTR 0.27 % CTR Rich Media:

0.27%

CTR Std Banner:

0.11%

Clicks 53,918

Unique Impressions 7,015,012

Average Frequency 2.87

Unique Interacting Users

3,867,043

Unique Clicking Users 51,203

Video Start Rate 77.80 % 14.52%

Unique Video Viewers 5,455,959

Expansion Rate 13.20 % 11.26%

Unique Expanding Users

974,431

* The Summary Presentation data appears in GMT -5 EST

**Publishers with more than three percent of the total Served Impressions appear in the pie chart. 'Other' represents the remaining publishers.


Creative Samples

Ad Name Publisher Site(s)

Magorium 300x250 Expandable fri Fandango, Neopets

Magorium 300x250 Expandable Nov Neopets, MSN.com

Magorium 300x250 Expandable Now Fandango

Magorium 728x90 Expandable Fri Nickelodeon, National Review Online

Magorium 728x90 Expandable Nov MSN.com, Nickelodeon, AOL Service - Internal Client Pages, Hollywood.com, Fandango, National Review Online

Magorium 728x90 Expandable Now Nickelodeon, National Review Online, MSN.com

Margorium 160x600 Polite fri vid Nickelodeon

Margorium 160x600 Polite Nov AOL Service - Internal Client Pages, Fandango, Hollywood.com

Margorium 160x600 Polite nov vid MSN.com, Nickelodeon

Margorium 160x600 Polite Now MSN.com

Margorium 160x600 Polite now vid MSN.com

Margorium 300x250 Polite Nov Yahoo!, MSN.com

Margorium 300x250 Polite Now MSN.com, Yahoo!

Margorium 728x90 Polite Fri Neopets

Margorium 728x90 Polite Nov Nickelodeon, Neopets

Margorium 728x90 Polite Now Nickelodeon

http://www.eyeblasterwiz.com/preview/preview.asp?CalledFromEmail=true&eyeblasterID=622448&BannerWidth=300&BannerHeight=250&Host=www.eyeblasterwiz.com&TextURL=http://www.eyeblasterwiz.com/Preview/blank.asp&Target=&PreviewType=I
















Campaign PerformanceEngagement Summary

Publisher Name Served Impressions

Interaction Rate CTR Users Average Dwell Time (Sec)

Total Expansions Rate

Expansion Average Duration (Sec)

Video Started Rate

Video Average Duration (sec)

Neopets 7,020,035 31.72 % 0.11 % 0.00 8.15 % 21.17 69.18 % 10.52

Nickelodeon 4,236,811 69.73 % 0.49 % 0.00 11.31 % 18.12 89.50 % 17.34

MSN.com 2,454,010 54.22 % 0.35 % 0.00 5.29 % 27.73 86.11 % 16.37

Fandango 2,435,613 63.67 % 0.34 % 0.00 11.17 % 60.84 74.83 % 18.06

AOL Service - Internal Client Pages

1,864,434 62.26 % 0.16 % 0.00 9.29 % 82.48 83.11 % 17.48

Hollywood.com 844,048 53.85 % 0.40 % 0.00 5.10 % 57.20 79.62 % 15.59

National Review Online

705,873 65.97 % 0.04 % 2.00 7.95 % 50.38 85.04 % 17.01

Yahoo! 568,561 24.09 % 0.31 % 0.00 0.00 % 0.00 44.84 % 9.95

Totals 20,129,385 51.07 % 0.27 % 2.00 8.57 % 35.86 77.80 % 14.89

* Engagement Summary slides contain data about Rich Media content only. ‘Totals’ values may differ from Total Campaign values



* Top ten publishers sorted by Served Impressions in descending order

Eyeblaster Benchmarks For: Q2 '07 - Q1 '08, North America, Entertainment

Interaction Rate CTR Rich Media Total Expansion Rate Video Started Rate

9.64% 0.27% 11.26% 14.52%





Expansion Average Duration (sec.) Video Average Duration (Sec)

57.01 17.50


Campaign PerformanceUnique Metrics

Publisher Name Unique impressions

Average Frequency

Unique Clicking Users

Unique Clicking Users Rate

Unique Interacting Users

Unique Interacting Users Rate

Unique Expanding Users

Unique Expanding Users Rate

Unique Video Viewers

Unique Video Viewers Rate

Neopets 1,140,952 6.15 7,224 0.63 % 487,668 42.74 % 239,053 20.95 % 772,095 67.67 %

Nickelodeon 1,836,328 2.31 19,672 1.07 % 1,097,754 59.78 % 303,205 16.51 % 1,574,904 85.76 %

MSN.com 1,204,701 2.04 8,259 0.69 % 677,672 56.25 % 91,834 7.62 % 955,587 79.32 %

Fandango 1,192,640 2.04 7,989 0.67 % 696,472 58.40 % 186,566 15.64 % 948,968 79.57 %


733,934 2.54 2,844 0.39 % 460,233 62.71 % 94,584 12.89 % 597,498 81.41 %

Hollywood.com 464,653 1.82 3,298 0.71 % 268,980 57.89 % 31,786 6.84 % 370,159 79.66 %


221,822 3.18 271 0.12 % 142,627 64.30 % 32,223 14.53 % 171,892 77.49 %

Yahoo! 329,116 1.73 1,716 0.52 % 85,017 25.83 % 0 0.00 % 152,319 46.28 %

Totals 7,015,012 2.87 51,203 0.73 % 3,867,043 55.13 % 974,431 13.89 % 5,455,959 77.78 %


Campaign PerformanceUnique Metrics



Campaign PerformancePerformance by Frequency

Campaign Name Frequency Served Impressions Interaction Rate Impressions with Any Panel Expansion - Rate

Ad Average Duration (Sec)

User Average Dwell Time(Sec)


34 11.76 % 2.94 % 52.16 2.00

1 8 25.00 % 12.50 % 102.00 0.00

2 5 20.00 % 0.00 % 153.40 2.00

3 2 0.00 % 0.00 % 32.00 0.00

4 2 0.00 % 0.00 % 7.50 0.00

5 2 0.00 % 0.00 % 10.00 0.00

6+ 15 6.67 % 0.00 % 11.31 0.00

Totals 34 11.76 % 2.94 % 52.16 2.00

Performance by Frequency data is applicable only to Campaigns that started after March 3, 2008


Campaign PerformancePerformance by Frequency

Performance by Frequency data is applicable only to Campaigns that started after March 3, 2008


Campaign PerformancePublisher Unique Overlap

Publisher Name Unique Impressions

Exclusive Unique Impressions

Exclusive Unique % Out Of Unique Impressions

Overlap Unique Impressions

Overlap Unique Impressions with One Publisher

Overlap Unique Impressions with Two Publishers

Overlap Unique Impressions with Three Publishers

Neopets 1,140,952 1,102,958 96.67 % 37,994 36,927 1,042 25

Nickelodeon 1,836,328 1,776,367 96.73 % 59,961 58,328 1,590 43

MSN.com 1,204,701 1,178,859 97.85 % 25,842 24,991 830 21

Fandango 1,192,640 1,156,566 96.98 % 36,074 34,834 1,209 31


733,934 708,570 96.54 % 25,364 24,327 1,000 37

Hollywood.com 464,653 444,109 95.58 % 20,544 19,678 840 26


221,822 219,683 99.04 % 2,139 2,081 57 1

Yahoo! 329,116 319,518 97.08 % 9,598 9,246 332 20



* Top five publishers sorted by Exclusive Unique Rate in descending order

- Use this graph to compare the Publishers' rates of Unique users who viewed the campaign only on that specific Publisher (Exclusive Unique Impressions).

- Publishers with high Exclusive Unique Impressions rate contribute better to a higher campaign reach.

- Publishers with a lower Exclusive Unique Impressions rate contribute better to campaigns that require a larger users' overlap. (Higher viewing frequency, deeper brand awareness).

- Examine the '% of Overlapping Unique Impressions with other Publishers' graph to view the breakdown of each publishers' overlap with other publishers.



* Top five publishers sorted by Exclusive Unique Rate in descending order

- Use this graph to view the top 5 overlapping combinations for each publisher (Represented by the different colors) and examine each publishers' overlap.

- Each publisher Unique overlap makes a 100% that is broken down to the different overlap combinations.

- e.g. A publisher might share specific Unique users with more than one other publisher at the same time - this case represents a combination of overlap with two other publishers.


Campaign PerformanceVideo Metrics - Play Rate

Publisher Name Served Impressions

Video Started Rate Video Average Duration (sec)

Video 25% Played Rate



Video Fully Played Rate


1,864,434 83.11 % 11.97 81.28 % 68.65 % 59.01 % 52.05 %

Fandango 2,435,613 74.83 % 11.33 82.66 % 70.33 % 61.52 % 55.25 %

Hollywood.com 844,048 79.62 % 12.54 82.49 % 70.05 % 60.99 % 54.81 %

MSN.com 2,454,010 86.11 % 11.67 79.14 % 66.04 % 57.08 % 51.15 %

National Review Online 705,873 85.04 % 11.74 87.05 % 74.95 % 65.62 % 58.85 %

Neopets 7,020,035 69.18 % 8.67 68.26 % 47.82 % 36.08 % 29.42 %

Nickelodeon 4,236,811 89.50 % 11.17 74.99 % 63.59 % 56.17 % 50.84 %

Yahoo! 568,561 44.84 % 9.95 82.39 % 68.11 % 58.91 % 53.15 %

Total 20,129,385 77.80 % 10.60 75.88 % 61.10 % 51.58 % 45.39 %



* Top five publishers sorted by Served Impressions in descending order


Video 50% Played Rate Video Fully Played Rate

60.85% 46.85%



* Top five publishers sorted by Served Impressions in descending order


Video Average Duration (sec.) Video Started Rate

17.50 14.52%


Campaign PerformanceCreative Comparison

Ad Name Interaction Rate

CTR Average Dwell Time (sec)

Total Expansion Rate

Expansion Average Duration (sec)

Video Started Rate

Video Average Duration (sec)

Magorium 728x90 Expandable Nov 68.17 % 0.26 % 0.00 10.96 % 50.48 83.19 % 17.60

Magorium 300x250 Expandable fri 56.30 % 0.17 % 0.00 17.44 % 32.47 77.52 % 14.72

Margorium 728x90 Polite Fri 19.74 % 0.07 % 0.00 0.00 % 0.00 67.21 % 8.34

Magorium 728x90 Expandable Fri 65.45 % 0.41 % 2.00 12.77 % 22.73 84.81 % 16.40

Margorium 160x600 Polite Nov 33.33 % 0.48 % 0.00 0.00 % 0.00 73.67 % 10.58

Magorium 300x250 Expandable Nov 32.67 % 0.13 % 0.00 9.66 % 19.98 54.96 % 12.56


Margorium 160x600 Polite nov vid 79.53 % 0.64 % 0.00 0.00 % 0.00 130.02 % 24.10

Magorium 728x90 Expandable Now 73.64 % 0.24 % 0.00 8.06 % 41.22 79.97 % 20.53


Margorium 300x250 Polite Now 40.28 % 0.51 % 0.00 0.00 % 0.00 62.15 % 11.32

Margorium 160x600 Polite fri vid 69.51 % 0.71 % 0.00 0.00 % 0.00 107.99 % 25.32


Magorium 300x250 Expandable Now 76.82 % 0.23 % 0.00 17.19 % 63.74 75.73 % 21.24

Margorium 160x600 Polite now vid 53.96 % 0.29 % 0.00 0.00 % 0.00 109.07 % 20.42




* Top ten Ad Names sorted by Served Impressions in descending order


Interaction Rate CTR Rich Media Total Expansion Rate Video Started Rate

9.64% 0.27% 11.26% 14.52%



* Top ten Ad Names sorted by Served Impressions in descending order


Expansion Average Duration (sec.) Video Average Duration (Sec)

57.01 17.50


Campaign PerformanceAd Format Comparison

Ad Format (Unit Size) Served Impressions CTR Interaction Rate Average Dwell Time (Sec)

Expandable Banner (728x90) 7,688,046 0.30 % 67.93 % 2.00

Expandable Banner (300x250) 5,388,232 0.17 % 52.61 % 0.00

Polite Banner (728x90) 3,528,538 0.11 % 18.30 % 0.00

Polite Banner (160x600) 2,653,260 0.53 % 50.52 % 0.00

Polite Banner (350x250) 568,561 0.31 % 24.09 % 0.00

Polite Banner (300x250) 302,748 0.77 % 33.02 % 0.00

Totals 20,129,385 0.27 % 51.07 % 2.00

* Ad Format Comparison slides do not include Tracking Pixel data. ‘Totals’ values may differ from Total Campaign values


Campaign PerformanceAd Format Comparison

* Top ten Ad Formats and Unit Sizes sorted by Served Impressions in descending order


Campaign PerformanceConversions Summary

Report Contains No Data


Campaign PerformanceEyeblaster Benchmarks For: Q2 '07 - Q1 '08, North America

Basic Metrics Video Metrics Expandable Metrics

Ad Format IR CTR Average Video Duration (Sec)

Video Started Rate




Impressions with a Specific Panel Expansion - Rate


Polite Banner 3.87% 0.18% 21.38 47.19% 64.78% 56.29% N/A N/A N/A

Expandable Banner 14.89% 0.28% 23.90 12.23% 71.06% 59.56% 15.44% 8.44% 53.09

Basic Metrics Video Metrics Expandable Metrics

Vertical IR CTR (Standard Media)

CTR

(Rich Media)

Average Video Duration (Sec)

Video Started Rate




Impressions with a Specific Panel Expansion - Rate


Entertainment 9.64% 0.11% 0.27% 17.50 14.52% 60.85% 46.85% 11.26% 4.78% 57.01


Thank You!

fox_mrmagoriums

Documents

commargorium 160x600

average frequency2

video average duration

average dwell time2

national review online705

unique impressions7

unique video viewers5

summary presentation