paramount_spiderwick

Paramount - Spiderwick Chronicles

3/2/2008 - 4/14/2008

Campaign Summary Report

Spiderwick Chronicles

Campaign PerformanceTotal Campaign Performance

Eyeblaster Data Total Eyeblaster Benchmark

Served Impressions 20,106,946

Average Dwell Time 19.00

Interaction Rate 7.31 %

CTR 0.35 % CTR Rich Media:

0.46%

CTR Std Banner:

0.18%

Clicks 69,779

Unique Impressions 4,329,701

Average Frequency 4.64

Unique Interacting Users

380,300

Unique Clicking Users 44,862

Video Start Rate 18.62 % 32.30%

Unique Video Viewers 1,179,472

Expansion Rate 17.39 % 14.07%

Unique Expanding Users

332,369

* 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)

spider_120x90 Turner International

spider_125_micro Turner International

spider_160_sky Turner International

spider_468x60 Adlink UK, Telegraph, Sky.com UK

spider_728_expanded Yahoo! UK, MSN UK, Turner International

spider_leader_micro Turner International

spider_leader_standard Turner International

spider_overlay_cn Turner International

spider_sky_120 Telegraph, Sky.com UK

spider_standard_mpu Viacom Brand Solutions UK, iVillage UK, Monetise UK, Yahoo! UK

spider_vid_mpu MSN UK, Monetise UK, Yahoo! UK, Viacom Brand Solutions UK

http://www.eyeblasterwiz.com/preview/preview.asp?CalledFromEmail=true&eyeblasterID=750696&BannerWidth=120&BannerHeight=90&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)

MSN UK 9,728,099 14.19 % 0.04 % 19.00 13.59 % 30.90 20.33 % 13.92

Yahoo! UK 4,299,935 0.43 % 0.16 % 0.00 0.02 % 110.50 25.34 % 14.57

Viacom Brand Solutions UK

1,422,263 0.12 % 0.06 % 0.00 0.00 % 0.00 23.56 % 12.87

Turner International 918,017 1.50 % 0.81 % 0.00 0.08 % 77.96 4.04 % 11.88

Monetise UK 804,025 1.17 % 0.63 % 0.00 0.00 % 0.00 37.88 % 16.40

iVillage UK 571,308 0.10 % 0.09 % 0.00 0.00 % 0.00 0.00 % 0.00

Sky.com UK 435,081 0.03 % 0.03 % 0.00 0.00 % 0.00 0.00 % 0.00

Adlink UK 356,272 0.12 % 0.10 % 0.00 0.00 % 0.00 0.00 % 0.00

Telegraph 242,465 0.21 % 0.18 % 0.00 0.00 % 0.00 0.00 % 0.00

Totals 18,777,465 7.59 % 0.14 % 19.00 7.05 % 31.04 19.94 % 14.19

* 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: Q1 '07 - Q4 '07, UK, Entertainment

Interaction Rate CTR Rich Media Total Expansion Rate Video Started Rate

15.86% 0.46% 14.07% 32.30%





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

38.58 32.22


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

MSN UK 1,324,493 7.36 3,997 0.30 % 334,245 25.24 % 331,204 25.01 % 408,039 30.81 %

Yahoo! UK 1,759,126 2.77 6,974 0.40 % 10,455 0.59 % 609 0.03 % 573,954 32.63 %


315,498 6.63 21,312 6.76 % 21,571 6.84 % 0 0.00 % 86,681 27.47 %

Turner International 264,435 3.69 6,804 2.57 % 8,014 3.03 % 630 0.24 % 27,822 10.52 %

Monetise UK 235,592 3.41 4,610 1.96 % 5,698 2.42 % 0 0.00 % 114,561 48.63 %

iVillage UK 203,698 2.80 489 0.24 % 489 0.24 % 0 0.00 % 0 0.00 %

Sky.com UK 97,071 4.48 114 0.12 % 114 0.12 % 0 0.00 % 0 0.00 %

Adlink UK 215,873 1.71 344 0.16 % 344 0.16 % 0 0.00 % 0 0.00 %

Telegraph 87,660 2.77 418 0.48 % 418 0.48 % 0 0.00 % 0 0.00 %

Totals 4,329,701 4.64 44,862 1.04 % 380,300 8.78 % 332,369 7.68 % 1,179,472 27.24 %


Campaign PerformanceUnique Metrics



Campaign PerformancePerformance by Frequency

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

Ad Average Duration (Sec)

User Average Dwell Time(Sec)

Spiderwick Chronicles 20,094,912 0.34 % 7.48 % 4.76 % 48.17 19.00

1 4,321,437 0.37 % 4.54 % 2.61 % 51.70 0.00

2 2,000,197 0.45 % 5.98 % 3.55 % 52.28 0.00

3 1,346,485 0.49 % 6.50 % 3.89 % 48.43 0.00

4 1,016,976 0.46 % 6.82 % 4.18 % 50.25 0.00

5 804,584 0.43 % 7.08 % 4.37 % 48.47 0.00

6+ 10,605,233 0.27 % 9.18 % 6.05 % 45.99 19.00

Totals 20,094,912 0.34 % 7.48 % 4.76 % 48.17 19.00

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

MSN UK 1,324,493 1,209,408 91.31 % 115,085 108,765 6,034 278

Yahoo! UK 1,759,126 1,641,811 93.33 % 117,315 111,066 5,967 274


315,498 281,303 89.16 % 34,195 30,132 3,809 247

Turner International 264,435 244,877 92.60 % 19,558 17,296 2,085 171

Monetise UK 235,592 205,341 87.16 % 30,251 26,663 3,359 221

iVillage UK 203,698 196,811 96.62 % 6,887 6,232 617 37

Sky.com UK 97,071 91,764 94.53 % 5,307 4,893 382 29

Adlink UK 215,873 202,837 93.96 % 13,036 11,758 1,213 59

Telegraph 87,660 84,980 96.94 % 2,680 2,453 207 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

Monetise UK 507,984 59.96 % 16.40 57.67 % 42.35 % 34.70 % 28.92 %

MSN UK 9,728,099 20.33 % 13.92 53.77 % 35.30 % 25.82 % 18.44 %

Turner International 179,256 20.70 % 11.97 85.10 % 70.59 % 53.26 % 25.64 %


711,539 47.09 % 12.87 48.51 % 31.80 % 24.05 % 18.47 %

Yahoo! UK 2,977,256 36.60 % 14.57 48.25 % 33.72 % 26.79 % 21.77 %

Total 14,104,134 26.55 % 14.20 52.32 % 35.45 % 26.94 % 20.34 %



* Top five publishers sorted by Served Impressions in descending order


Video 50% Played Rate Video Fully Played Rate

62.35% 43.99%



* Top five publishers sorted by Served Impressions in descending order


Video Average Duration (sec.) Video Started Rate

32.22 32.30%


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)

spider_728_expanded 18.10 % 0.02 % 19.00 17.39 % 31.04 0.01 % 27.89

spider_vid_mpu 0.46 % 0.18 % 0.00 0.00 % 0.00 57.62 % 14.22

spider_standard_mpu 0.21 % 0.18 % 0.00 0.00 % 0.00 0.00 % 0.00

spider_468x60 0.09 % 0.08 % 0.00 0.00 % 0.00 0.00 % 0.00

spider_sky_120 0.14 % 0.11 % 0.00 0.00 % 0.00 0.00 % 0.00

spider_120x90 0.76 % 0.55 % 0.00 0.00 % 0.00 0.00 % 0.00

spider_leader_standard 0.90 % 0.70 % 0.00 0.00 % 0.00 0.00 % 0.00

spider_leader_micro 0.87 % 0.68 % 0.00 0.00 % 0.00 0.00 % 0.00

spider_125_micro 1.90 % 1.42 % 0.00 0.00 % 0.00 0.00 % 0.00

spider_160_sky 1.80 % 1.26 % 0.00 0.00 % 0.00 0.00 % 0.00

spider_overlay_cn 5.32 % 2.12 % 0.00 0.00 % 0.00 60.24 % 11.84



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


Interaction Rate CTR Rich Media Total Expansion Rate Video Started Rate

15.86% 0.46% 14.07% 32.30%



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


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

38.58 32.22


Campaign PerformanceAd Format Comparison

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

Polite Banner (300x250) 9,333,532 0.18 % 0.38 % 0.00

Expandable Banner (728x90) 7,609,978 0.02 % 18.10 % 19.00

Polite Banner (468x60) 728,076 0.08 % 0.09 % 0.00

Polite Banner (120x600) 305,742 0.11 % 0.14 % 0.00

Polite Banner (120x90) 293,881 0.55 % 0.76 % 0.00

Polite Banner (728x90) 252,347 0.69 % 0.88 % 0.00

Polite Banner (125x125) 103,603 1.42 % 1.90 % 0.00

Polite Banner (160x600) 88,930 1.26 % 1.80 % 0.00

Floating Ad (N/A) 61,376 2.12 % 5.32 % 0.00

Totals 18,777,465 0.14 % 7.59 % 19.00

* 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: Q1 '07 - Q4 '07, UK

Basic Metrics Video Metrics Expandable Metrics

Ad Format IR CTR Average Video Duration (Sec)

Video Started Rate




Impressions with a Specific Panel Expansion - Rate


Floating Ad 6.93% 4.08% 8.80 55.45% 43.47% 28.16% N/A N/A N/A

Polite Banner 4.70% 0.21% 43.73 49.14% 64.91% 47.27% N/A N/A N/A

Expandable Banner 30.16% 0.44% 85.03 18.94% 66.69% 43.16% 32.45% 14.83% 66.28

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 15.86% 0.18% 0.46% 32.22 32.30% 62.35% 43.99% 14.07% 6.21% 38.58


Thank You!

paramount_spiderwick

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