Online Advertising Made Simple: Real life answers to top marketer problems

Denise Zaraya
February 15
th
, 2011
Behr Paint
Home & Garden enthusiasts than just about everyone
How can I make sure enough of my customers are seeing my ads?
N
o
2
Unique Visitors in our Network
10.6 Million
GENDER
DEMOGRAPHICS
C O M P E T I T I V E A D V A N T A G E
DIY Network
About.com H&G
Better Homes & Gardens
Shelterpop
Do It Yourself.com
HGTV
iVillage H&G
eHow H&G
MODERN LIVING MEDIA
Haven Home Media
54%
Female
7.3 M
46%
3.3M
AGE

18-34 year olds
4M
45-64 year olds
2.9 M

HOUSEHOLD INCOME
$25-$50k
3 M


$50-$100k
2.1 M

$100k+
2.2 M
Reaching More
35-44 year olds
1.8 M
Source: comScore Media Metrix & Plan Metrix, March 2011
1.8 M
2.5 M
2.5 M
2.6 M
2.7 M
6 M
6.8 M
8.8 M
10.6 M
11.9 M
The fastest

growing H&G
network…we’ve
grown 43%
since Jan. 2010!
Our
Median
Age is
39!
3
Home and Garden
Heavy
Spenders
in Remodeling
1.8 M
11.8 M
1.7 M
.8 M
.5 M
.2 M
.2 M
.3 M
Replaced
Plumbing
Fixtures
1.4 M
9.3 M
1.1 M
1.1 M
.3 M
.2 M

.2 M
.4 M
Painted
Interior or
Exterior
3.3 M
23.9 M
2.9 M
1.6 M
.8 M
.8 M
.4 M
1 M
Remodeled
Kitchen
or Bath
1.6 M
12.2 M
1.6 M
1.2 M
.5 M
.01 M
.2 M
.5 M
Installed
Flooring
1.1 M
7.5 M
1 M
.06 M

.4 M
.
.2 M
.3 M
Bought
Appliances
1.9 M
21.7 M
1.6 M
.9 M
.9 M
.4 M
.3 M
.8 M
Bought
Furniture
1.2 M
16.5 M
1.2 M
.5 M
.4 M
244
.3 M
.5 M
Home and Garden Enthusiasts in the right environments!
Reaching More
N
o
Source: comScore Plan Metrix, Nov. 2010
How can I make sure enough of my customers are seeing my ads?

Home & Garden advertisers need answered…
The Top 5 Questions
4
Timing is everything in this
business.
I want to ensure my brand is in the best possible
media environments.
Can you tell me where my ads are
running?
I don’t want my
competitors to
have an edge…
How can I ensure my
customers engage with
me, and not the
competition?
I want to interact with my
customers where they
will be most receptive.
How can I engage with
my customers on more
than just Display?
I want to know if
my campaign is
working?
How do I know if my
ads are being
effective?
How can I maximize my
reach to in-market

consumers?
N
o
N
o
N
o
N
o
N
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Question 1
5
Timing is everything in this business.
How can I maximize my
reach to in-market
consumers?
N
o
6
How can I maximize my reach to in-market consumers?
N
o
We make sure your ads get in front of your audience
Targeted Solutions
Recommendations for Behr
We believe these attributes make up potential Behr customers! And
we reach millions of ‘em.
Moms 3.6 M
Newlyweds 2.3 M

4.1 M
Loves
Remodeling
Searched
for home
goods online
3.2 M
.5 M
Just purchased
house
*comScore PlanMetrix, Dec. ‘10
Granular Targeting
v
Reach home enthusiasts while they’re in project
planning mode and are seeking information, tips
& ideas on their project.
Right where you want them
Premium Placements
Align your brand with content specific
to Kitchen Remodeling & Bath
Remodeling with a focus on Faucet
content
Project-based Targeting
7
Reach in-market home enthusiasts
How can I maximize my reach to in-market consumers?
N
o
v
Paint-projects come in all shapes and sizes. Luckily, so does our audience!

Recommendations for Behr
Modern Living is
46% more likely to
reach bathroom
remodelers and
88% more likely to
reach kitchen
remodelers
Living Room
Bathroom
Furniture
Refinishing
Outdoor Siding
Deck Remodeling
Audience Targeting
8
How can I maximize my reach to in-market consumers?
N
o
Using the right data to find your audience
Requires making intelligent decisions with massive
amounts of data. We blend our proprietary data with the
best 3rd party providers to make complete customer
profiles.

Finding your customers…
When you use data to ask the right questions about your
audience, you can get informed answers about your
audience.
*comScore PlanMetrix, March 2011

Recommendations for Behr
A U D I E N C E A T T R I B U T E S
Searched for Home Goods Online . . . . . 3.5M – 120 Index
Recently bought Home Goods in Store. . . .5M – 111 Index
Home Remodeling Project Last Year . . . . . 4.6M –150 Index
Own a Home . . . . . . . . . . . . . . . . . . . . . . . . . 6.7M – 123 Index
Likely to have a baby . . . . . . . . . . . . . . . . . . 1M – 115 Index
Consider themselves stylish. . . . . . . . . . . . . 2.5M – 110 Index
3.1 Million Motivated Moms
on the Modern Living
9
I want to ensure my brand is in the best
possible media environments.
Can you tell me where my
ads are running?
N
o
Question 2
v
v
We keep only the highest quality publishers in our network

N
o
10
Your brand is important to us. That’s why we hand-
selected 50 publishers for relevancy, quality
and audience composition. We’ve made a
conscious decision to limit our network’s size so
we can guarantee quality.

Hand-Selected with Love
Premium Placements
Where you are on the page is as important as
how much. Our publishers are selected for
their ability to provide advertisers prime real
estate. We make sure you’re ads aren’t buried
where no one will see them!
Endemic Home & Garden Sites
Transparency is more than a site list to us. We work with our advertisers to determine the best
placements for your campaign objectives and with 3
rd
party verification companies to give you the
peace of mind you deserve.
Only the Best
Can you tell me where my ads are running?
11
I don’t want my competitors to
have an edge…
How can I ensure my
customers engage with me,
and not the competition?
N
o
Question 3
Getting an Edge
Exclusive Sponsorships you can’t get anywhere else
How can I ensure my customers engage with me, and not the competition?
N
o
12

v
Create high impact, high visibility campaigns during
seasonal promotions, product launches and more with
exclusive inventory opportunities on highly relevant sites.
Be loud when you need it most

Roadblocks

Sponsorships

Net blasts

Content Takeovers
Need to make sure your brand or product is seen, and not the
competition? With our 100% SOV programs, own your audience,
and shut out the competition.
100% Share of Voice
SOV RECOMMENDATIONS
Top 5 H&G Site With Tim Carter Dave VandervortWith Jamie Moore
13
I want to interact with my customers
where they’ll be the most receptive…
How can I engage with my
customers on more than
just Display?
N
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Question 4
v


Guide customers through a series of questions to help them find and
purchase the perfect product for them without leaving their favorite site.


Guiders® are available exclusively through Modern Living Media & other
ValueClick Media properties.
Help your customers with Guiders®
v

Showcase multiple products, even video, in a single ad

Integrate social media with Twitter and Facebook

Dynamically present promotions and discounts

Capture e-mail addresses and other form data
Expandable Rich Media
More Interesting Ads
Rich Media that’s so much more than Display

How can I engage with my customers on more than just Display?
N
o
14
v
Get More Views
Show off your pre-roll and videos to your ideal customers
How can I engage with my customers on more than just Display?
N
o

15
Place your in-banner or pre-roll video on our
network of premium publishers selected for video
placements.
Be a Scene Stealer
Sample Video Sites for Behr
These great sites have been selected for video.
vv
I Get Around…
Advertise to customers on-the-go with Mobile
How can I engage with my customers on more than just Display?
N
o
16
v
Advertise on Home & Garden apps and the mobile web to
reach your customers away from their computers on
Smartphones and the iPad!
Mobile when you need it

300 x 50

300 x 250

Video Units

Mobile Rich Media

App Promotion
Get on these primo apps and in front of your customers

Stellar Apps
GREAT MOBILE APPS
Remodelista
Home Remodeler
Home Loan Calc
Feng Shui Compass
v

Drive requests for catalogs, build your database,
and drive leads on a cost per basis when customers
register on endemic sites.
Lead Generation
Enhance your List
Build your customer database with qualified leads

How can I engage with my customers on more than just Display?
N
o
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vv
Buy leads when you need them via great consumer sites.
Co-registration Sample Sites
BEHR RECOMMENDATION S
#X in H&G
#X in H&G
#X in H&G#X in H&G
v
v
Be a Social Butterfly
And make your brand famous

N
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Turn your customers into brand advocates with Facebook ads
that drive Likes and create passion in your product.
Get Liked
Go to the top of the list
Got at app? Push it to the top of the App Store with Cost-Per-Install campaigns.
"
Question 5
19
People are clicking on ads less and less…
If I’m not measuring
just CTR, how do I know
if my ads are being
effective?
N
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Behind the Stats
20
Get the real story of your campaign with re:view
If I’m not measuring just CTR, how do I know if my ads are being effective?
N
o
v
“What did my campaign deliver?”

Campaign Pacing


Creative, Media, Geography

Audience Maps
“Who saw, clicked & converted from
my campaign?”
“Is my campaign generating brand lift?”

Demographic

Household

Financial

Awareness

Attitudes &
Favorability

Vehicle Ownership

Interests

Purchase Intent

Product Preference
Denise Zaraya
Director Vertical Strategies
646 439-2644

Thank you for your time!

Behr Paint