Attention is a scarce resource. Branding is the experience marketers create to win that attention. “ -- Jeffrey Harmon, Co-founder and Head of Marketing, Orabrush

On average, each person is exposed to

advertising messages per day

5000

12HRS The amount of time consumers spend consuming media every day, including MEDIA MULTI-TASKING

Each brand fights for undivided attention

How many of these brands or messages will they actually pay attention to and remember?

14% of consumers remember the last display ad they saw

2.8% thought the ad was relevant to them

Source: Infolinks, Dec 2012

Three things.

Create engaging, lean forward experience for consumers Talk to consumers who want to listen to you Reach consumers at the right moments

1 2 3

Create engaging, lean forward experience for consumers 1

Talk to consumers and not at them Talking at consumers

PASSIVE Consumption

You haven’t got their full attention

Talking to consumersACTIVE Consumption

Get their full attention with ads they have to ENGAGE with

Consumers are spending more time with ads requiring active consumption

2010 2011 2012 2013 1

3

5

7

9

Seco

nds

Source: Display Benchmarks, DoubleClick Rich Media Gallery, October 2010 –April 2013

Interaction time with expandable ads (UK)

Create a Lean-in experience

Interact with new audiences, through

rich, captivating brand messages

With Engagement Ads

Providing a lean-in, engaging experience for consumers drove great results for Oxfam

*Compared  to  a  fixed  rate  card  engagement  provider  in  a  head  to  head  test  

7.3M reached via Google CPE

(Oxfam only paid for 129k deep engagements)

52% LOWERCPE*

13% HIGHER -- Alison Price, Digital Acquisition manager, Oxfam ENGAGEMENT* RATES

Three things.

3 2 Talk to consumers who want to listen to you

1 Create engaging, lean forward experience for consumers 1

TRADITIONAL MEDIA ENGAGEMENT ADS

Talk to consumers who want to listen to you

•  One size fits all message •  Tailored, relevant messaging

•  No clarity as to who your message has engaged •  Clear engagement metrics

•  Pay for ad to be shown, regardless of who actually engages •  Pay ONLY for those who engage with your ad

Most accidental expansions happen in the first two

seconds of hovering

Source: Google Internal Data, August 2012

Number of Abandoned Hovers by Time

Ensure meaningful engagement with a two-second hover delay

A two-second hover delay qualifies user engagement and eliminates nearly all accidental expansion

FIRST 2 SECONDS AFTER 2 SECONDS

Grow engagement rateFind new users ready to consume your brand message

Speak to the people most likely to engage

Save timeYour campaign is automatically managed and optimized

Explore sitesAccess new, quality inventory at scale

Efficient campaigns High engagement rates yield major efficiency

Using our auto-optimization tool

Three things.

2 Talk to consumers who want to listen to you

1 Create engaging, lean forward experience for consumers 1

3 Reach consumers at the right moments

Key moments missed with typical ‘branding’ model

BRANDING [PUSH]

DIRECT RESPONSE [PULL]

PURCHASE DECISION JOURNEY

1. Inspiration

2. Research 5. Lo

yalty

•  TV •  Online Video •  Sponsorships •  CPM Reserve Display

•  CPC Display •  Search

MISSED OPPORTUNITY

Engage your audience and prompt them to act

2. Research With engagement ads, your audience is truly OPTING IN and interacting with your brand

ENGAGE passive viewers during their purchase journey by blending PUSH + PULL messaging to secure your spot in the consideration set

THE BEST OF BOTH WORLDS

+PUSH Passive consumption

Early in purchase journey

Active consumption Late in purchase journey

MESSAGING PULL MESSAGING

Samsung ran a Livestream directly

from a Lightbox ad for the unpacking

of their Galaxy S4 smartphone.

GREAT FOR A PRODUCT LAUNCH

Millions of views of livestream

Hundreds of 000’s of views in the Lightbox Engagement ad

Use inspiring or useful content to connect with consumers during the engage phase

STANDARD LIGHTBOX

Use inspiring and useful content to connect with consumers during the engage phase

Hover over a standard size ad for 2 seconds, and the Lightbox ad expands to a huge, customizable, canvas – at great way to show them your video content.

CATALOG LIGHTBOX

Use inspiring and useful content to connect with consumers during the engage phase

Catalog Lightbox expands full-screen to showcase a Google catalog that users can interact with. Hover over a static ad for 2 seconds to reveal a beautiful brand experience

Use inspiring and useful content to connect with consumers during the engage phase

MASTHEAD LIGHTBOX

Masthead Lightbox, which runs with the same creative as a YouTube masthead, extends the reach and frequency of your campaign to users outside of YouTube

DRIVE LIGHTBOX

Use inspiring and useful content to connect with consumers during the engage phase

Drive consideration of Auto sales further through a car configurator, and a rich auto interior and exterior exploration experience.

Use inspiring and useful content to connect with consumers during the engage phase

Bring Live-streaming events straight to your target audience all over the web, maximising your opportunity to gain views of your live event

LIVE LIGHTBOX

Capture & keep your audience’s attention with an engaging, accountable & efficient solution

HOVER TO PLAY

The ad begins in a standard, scalable ad

unit

On mouse hover, a two-second delay qualifies user engagement

The video automatically plays

with sound

1 2 3

Engagement ads provide the perfect solution to:

2 Talk to consumers who want to listen to you

1 Create engaging, lean forward experience for consumers 1

3 Reach consumers at the right moments

Metrics, pricing and creative basics

* Please see full creative specifications for details.

Format Estimated Metrics Min. spend (during 3 monts)

Est. Turnaround Basic Creative requirements*

Hover to Play (AW)

Eng. Rate: 2,5%+ CPE: 1 – 5 rub none 1 day Invitation state image, Closing state image

YouTube Video URL, Exit URL

1-Video Lightbox (AW)

Eng. Rate: 2,5%+ CPE: 1 – 5 rub none 1 day Invitation state image, Closing state image

YouTube Video URL, Exit URL

Masthead Lightbox

Eng. Rate: 2,5%+ CPE: 2 – 7 rub

450k rub 9 days Invitation state FLAs & SWFs, YouTube Masthead FLAs &

SWFs, Fonts, Exit URLs

Standard Lightbox

Eng. Rate: 2,5%+ CPE: 2 – 7 rub

300k rub 10 days Invitation state FLAs & SWFs, Expanded state FLAs &

SWFs, Fonts, Exit URLs

Drivebox Eng. Rate: 2,5%+ CPE: 2 – 7 rub 3 mln rub 15 days Invitation state FLAs & SWFs, Images of car for

configurator, Videos, Photos, Fonts, Exit URLs

Catalogue Lightbox

Eng. Rate: 2,5%+ CPE: 2 – 7 rub

750k rub 18 days A .pdf catalogue, Google Merchant center feed which links

to the catalogue, Invitation state image

Engagement at scale Reach billions of quality impressions a day to connect with your ideal audience

*Source: ComScore April 2013

Reach Google Display reaches 93% of UK Internet users – 41M unique visitors a month across *

Safety Brand safety features ensure ads only appear on brand safe content

Quality Ads served on 65% of Comscore’s top 250 sites

Engagement Ads are a great complement to video campaigns….

Reuse the same YouTube creative

Reach Target users not

on YouTube

Frequency Increase exposure

to message

Efficiency Effective CPMs

are under $5

Ease of execution

Complement TrueView with Hover to Play

Efficiency Effective CPMs are approximately $3

Ease of Execution Reuse the same YouTube video & add starter image

Reach 13m unique users

not on YouTube but on GDN in Russia

Frequency Increase Exposure

of Message

Efficiency Effective CPMs are approximately $5

Ease of Execution Reuse the same YouTube

creative

Reach 28m unique users

who don’t see the homepage

Frequency Increase Exposure

of Message

Complement a Masthead with a Mastbox