The Opportunity For Interactivity

The Here & Now of Display Media. The Future & Goal of
iCrossing.

Penny Kim
Associate Media Manager
iCrossing - Dallas, TX
October 26, 2007
 A Bit of Background
Prior to iCrossing, I worked in display advertising as a content licensing manager for
MangoMOBILE, a mobile marketing agency. We created rotating banners, seasonal display
ads and email blasts for promotions and sweepstakes for our B2C websites. Our creative
team also created a short company video which we shared with clients (click the Mango logo
for a peek). In addition to compiling the most compelling mobile content for online
consumers, other duties consisted of copywriting dialogue scripts for voice-tone recordings,
terms and conditions and other contractual language.

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 A Bit of Background
I’ve carried over my copywriting skills to my current role as an iCrossing associate media
manager for paid search. Fortunately, I’ve had the opportunity to collaborate on display
media ideas alongside creative solutions in building a personas profile presentation for a
client where the focus spotlighted brand awareness and deepening efforts.

“We had no idea USAA could help us plan our retirement.”

Find Educate Deepen Share

Tonya She clicks the She and Impressed

ReachingtheJacksons receives an
email from
‘Learn More’
link which links
Walter inquire
about rates
with the level
of expertise,
Current members USAA her to the for several Walter &
Deepening &Referral Advocates promoting investment products and Tonya
retirement products open a forward the
planning section of the retirement informative
services. USAA website. mutual fund USAA email
account. on to their
kids.

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 Research on Our Audience
The Online audience
• 70% of the American population is now online (www.internetworldstats.com)
• 62% of the British population is now online (IAB-UK, 2006)
• In the last year, internet use has risen by more than 9% to 29.3m (NOP World, 2005)
• 73% of internet users have been online for 3+ years (TGI.net, 2004)
• The online audience is now far more representative of the population as a whole

Broadband
• 80% of home users are now using a broadband connection compared with 49% a year
ago (BMRB, 2005)
• Net usage has risen dramatically where surfers spend an average of 23 hrs per week
online (YouGov, 2006)

Online behavior
• As people become more experienced online, various websites are visited for a broader
range of activities
• As more people develop diverse surfing habits, more opportunities surface for targeting
niche audiences

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 The Audience’s Experience

Interactivity invites consumers to indicate their interests.

When we reach the right
customer, the relationship is deeper and more complex. As the relationship
deepens, the customers become brand advocates evangelizing the brand name with friends,
family and through social networking with the public at large. By utilizing the
appropriate platforms of interactive media, consumers are offered choices and
personalization. They can configure and customize products within an ad and with every click
they create a deeper connection with the brand.

Rich Media advertising is about harnessing broadband to build brands. The

increased creative possibilities for interactivity and audio-visual allows for richer
content and an enhanced experience for the consumer. With rich media,
advertisers take advantage of all of the interactive features the web has to
offer within ad units. It’s essential for marketers to follow and understand these current trends.

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 Rich Media Trends

Today, online is all about interaction where consumer is king.

Surfing is no longer the primary activity; people are searching with something in mind.
Online communication has become two-way communication. For advertisers, getting
their message across requires using the same interactivity that the consumers are going to
websites for. At the same time, consumers reject having their online experience disrupted
by formats such as the pop up so advertisers must strike a balance between creativity and
respect for the end-user experience.

Advertisers should encourage consumers to interact with an ad unit in the same manner as
the content they are visiting. Rich media provides just the way to do this.

The ultimate goal is to encourage interactivity with brands, moving consumers beyond a
passive viewing experience, creating a connection and ultimately converting
consumers into customers.

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 Rich Media Trends

Online Is Ad Spending Bright Spot-

September 24, 2007
Ad flux expected to continue through year-
end.
Internet display advertising grew 17.7% to
$5.52 billion during the second quarter of 2007,
according to TNS Media Intelligence.
However, TNS found total ad spending in the
first half of 2007 fell 0.3% to $72.59 billion
versus the same period in 2006.
"For the first time since 2001, media advertising
expenditures have declined for two consecutive
quarters," said Steven Fredericks, CEO of TNS
Media Intelligence, in a statement. "Given the
uncertainties about near-term economic growth
and consumer spending, we expect core ad
spending will continue to face challenges during
the second half of the year."

* Excerpt from article in

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 It’s All in the Game

Although 91% of teenagers play online games, they’re outnumbered by adults

six to one.

Moreover, men and women enjoy online games almost equally. Research from Nielsen
Interactive Entertainment showed that “pervasive product integration in video games can
be highly effective, leading gamers to not only recall featured brands but also recommend
them to friends and rate them highly”. As one researcher put it, “information plus
entertainment plus engagement, minus intrusiveness, equals effectiveness”. Games play
well with other forms of rich media: consumers can play games within an ad, or click on an
ad to be taken to a microsite where they can play. Even when there are no calls to action,
games have been proven to provide a significant and measurable increase in brand
awareness and purchase intent. (www.iab.net)

Your ad… Could be here.

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 Sending Out A SMS: Message In a Mobile
This new frontier in interactive advertising may prove one of the most powerful of all.
Unlike other electronic conduits to the consumer, the mobile device is within arms reach of
most people around the clock. More than 229 million people subscribe to wireless

services in the US, or about 76% of the national population. Mobile may become

the most versatile, personal and pervasive ways to capture and retain customers. We
have the flexibility of mobile as an advertising and activation medium. (www.ctia.org)

I need Diesel Has

new kicks Google A Sale!
“shoes”

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 Search and Ye Shall Find
Communicating to the consumer online through sponsored listings, display ads and
optimized rankings is the basis of search. Search marketing helps increase clients’
interactive spending. Search can be used across every stage of the consumer buying
cycle. The divide between SEO and paid search is narrowing, particularly in the Google
arena. As Google continues to evolve in an effort to enhance the experience of its users,
paid search results will mirror organic results more closely.
Read articles on
Search for credit card Compare credit card managing
options rates finances

Visit authoritative
site on credit card
Purcha Read credit card
fees
se! reviews

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 Marketers Are Making the Move to Digital

90% of marketers plan to increase digital marketing spend but are hindered by
inexperience, insufficient metrics, and lack of organizational support according to a
groundbreaking new study by the IAB, ANA and AAAA. However, they are making the move
to embrace digital transformation despite organizational challenges.

The Key Themes

Marketing As Conversation
• Marketing is becoming less about sending a message to consumers and more about
conversing with consumers.

Insight Into Foresight

• 80% of marketers place high importance on behavioral targeting.

Media: The New Creative

• Marketers are investing in capabilities that bridge the gap between media, creative and
brand strategy chain.

Marketing + Math + Technology

• Leaders are more likely to have the metrics and efficiency to judge the effects of new
media.

The Network Effect

• Almost 60% of participants believe that creative, strategic, and media capabilities should
be rebundled.

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 Search and Display Go Hand-in-Hand

Search, Display Ad Combo Best At Driving Store Sales

New research from Yahoo and comScore found that retailers who targeted consumers with
both search and display ads got the most bang for their buck--as the combination
yielded greater increases in converting researchers to purchasers, average amount spent
per consumer, and total in-store revenue than either method alone.
The study, titled "From Clicks to Bricks: The Impact of Online Pre-Shopping on Consumer
Shopping Behavior," compared the purchasing behavior of more than 175,000 comScore
panelists over a period of eight months--an unexposed control group and a group that had
been exposed to ads from five major retailers, including JC Penney. Retailers saw an

83% lift in dollars spent per in-store purchase from consumers who saw both
display and search ads, compared to 26% and 11% lifts from search or display ads,
respectively. They saw a 90% lift in incremental in-store revenue overall from the
combination, in contrast to the 43% and 15% increases from search or display. The study
also found that a joint display and search campaign was more effective at converting
online researchers to in-store purchasers--as the combination pushed 43% more in-store
purchases than search (26%), or display (6%) alone.

* Excerpt from July 2007

article in

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 Search and Display Go Hand-in-Hand
Search and Display together provide a 22% conversion rate lift over Search alone. (Atlas
Institute, 2006)

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 Potential Prospects
There are current iCrossing Dallas paid search clients who could have much to gain from
participating in the display media arena.

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 Creative Inspiration

Click logos to preview

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 The Opportunity For Interactivity
Why not utilize existing resources already familiar with digital marketing and iCrossing’s
way of thinking? I’m looking for the right opportunity to utilize my strengths for
the best interests of the company. Having an artistic side lends me a unique perspective to
both paid search and display advertising. My skills enable me to be a diverse individual
where I am able to play dual-roles for iCrossing’s most sought-after services.
So what sets me apart from the rest and what other values can I bring to your team? I’m
passionate about what I do. I believe in being proactive, thinking outside the box for
solutions and strategies, and helping our teams as well as the clients’ to visualize them.
Always searching for new experiences that will enhance career and company development, I
see the potential and value that the digital realm holds for iCrossing’s future.

Samples of
other media
experience

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Here’s to Finding.
Thank you.