Intelligence. User Manual. Evaliant 3.0

Transcription

1 Intelligence User Manual Evaliant 3.0 January 2011

2 INTRODUCTION Introduction Usage questions concerning Evaliant should be directed to the Kantar Media Intelligence Hotline at or to your Account Service Representative. About Evaliant Services TM Evaliant is the leading source of online advertising intelligence, providing expenditures, impressions, occurrences and creatives together in one Web-based tool. Every day, Evaliant s insights help you uncover where, when, and how brands are investing their online ad budgets. Whether you are on the buying side looking to maximize your online investment or on the selling side wanting to increase sales revenue, Evaliant provides detailed and immediately actionable information that delivers results to grow your business. About Kantar Media Intelligence Kantar Media Intelligence is the leading provider of strategic advertising intelligence to advertising agencies, advertisers, and media properties. Utilizing highly innovative tracking technologies, Kantar Media collects expenditure, occurrence and creative intelligence on millions of brands across all major media and marketplaces. Established in 50 countries with more than 22,000 customers, Kantar Media Intelligence is part of Kantar Media, a global leader in marketing information. The North America headquarters is located in New York City with sales locations in major markets throughout the United States. 2

3 CONTENTS Evaliant 3.0 Training Manual Contents Product Structure (Brand Central) 5 Web Publishers/Advertisers/Agencies Retrieve Overviews of Advertisers Online 6 Ad Network Reporting Ad Network Benefits 16 Selecting Ad Networks 17 Ad Network Duplication Report 18 Web Publisher Sales & Prospecting View First Time Advertisers 7 Close New Business / Identify Growing Categories 8 Identify New Brands Exclusive to Your Competetion 9 Track Competitor s Sales Activities & New Campaign Commitments 10 Analyze Prospects Media Plans 11 Agency / Advertiser Track A Brand s Online Media Investments 12 Monitor Impressions (U.S. Data Only) 13 Tips & Tricks to Working with Reports Report Viewer & Working With Reports 19 Clicking to Drill to Additional Information 20 View Options & Exporting Reports or Sub-Reports 21 Viewing and Working With Creatives View Multiple Creatives / Thumbnail Views 22 Analyze / Download Creative Details 23 Saving and Retrieving Files 24 Identify Competing Brands With New Campaigns 14 View Different Creative Profiles 15 Continued on next page 3

4 Evaliant 3.0 Training Manual Contents Scheduling Reports Weekly / Daily Alerts 26 Report Scheduler 27 My Alerts Evaliant Technology & Methodology 33 Frequently Asked Questions 35 Terms & Definitions 42 Data Availability 43 Manage Alerts 28 Contact Manager How Do I Find Contact Manager? 29 What Does Contact Manager Show Me? 30 Company Brands View 31 My Profile Defaults Setting Your Defaults 32 4

5 NEW PRODUCT STRUCTURE Product Structure (Brand Central) CATEGORY LEVELS PRODUCT LEVELS Kantar Media Intelligence Product Group: Similar products which span categories (Example: Baby Products or Internet/Online) ULTIMATE OWNER Ultimate Owner: Highest level owner of the product (Usually same as Parent. In our example below, Citigroup, Inc.) INDUSTRY Industry: The highest level of category classification (Example: Financial) PARENT Parent: The owner of the product advertised (Example: Citigroup, Inc.) MAJOR Major: The second highest level of category classification (Example: Financial Products & Services) SUBSIDIARY Subsidiary: The immediate owner of the product (Example: Citigroup) CATEGORY Category: The third highest used to be the lowest level (Example: Financial Products & Services) ADVERTISER Advertiser: The payer of an ad (Example: Citi) SUBCATEGORY Subcategory: The level below Category (Example: Mutual Funds) BRAND Brand: Who is advertising? (Example: Citi Upromise) MICROCATEGORY Microcategory: The level below Subcategory (Example: Mutual Funds - Stock & Bonds) PRODUCT Product: Who is advertising? (Example: Citi Upromise Platinum Personal Credit Card Mastercard) PRODUCT NAME Who & What PRODUCT TYPE What is it? Generic PRODUCT DESCRIPTOR Extra Detail: Selected Categories 5

6 WEB PUBLISHERS, ADVERTISERS, AGENCIES Web Publishers, Advertisers, Agencies Retrieve Overviews of Advertisers Online View a top line overview of online advertisers, including ads by category, ad locations, new ad placements, ad frequency and time period, and ad creative. Summary Tab Select a metric from the Show drop down menu To Generate Report Click the Run icon in the Reports Toolbar Select a detail from the for drop down menu Select a date range from the Date Range drop down menu or customize a time period by selecting calendar dates on the Start Date and End Date options Product Set Select at least one Product or Category option for your report Products can be Ultimate Owners, Parent Companies, Subsidiaries, Advertisers Brands or Products Categories can be Global Product Groups, Industries, Majors, Categories, Sub Categories, and Micro Categories Media Set Specify a word to Search Sites or select an item from the Show All drop down menu (optional) 6

7 WEB PUBLISHER SALES AND PROSPECTING Web Publisher Sales and Prospecting View First Time Advertisers View first time online advertisers or, focus on specific vertical brand categories, competitors, or markets for new brands or products. Media Plan Tab Select Occurrences from the Show drop down menu To Generate Report Click the Run icon in the Reports Toolbar Select New Brands from the for drop down menu Select a date range from the Date Range drop down menu or customize a time period by selecting calendar dates on the Start Date and End Date options Product Set Select a Category from the Search drop down menu, choose from Industries, Majors, Categories, or Sub Categories (optional) Media Set Specify a word to Search Sites or select an item from the Show All drop down menu to search competing websites or markets for new brands or products (optional) Click on Schedule to get daily, weekly, quarterly or based on data availability Hot Prospects reports automatically delivered to your inbox 7

8 Web Publisher Sales and Prospecting Close New Business / Identify Growing Categories Close new business and boost your prospecting, by identifying growing categories, markets, and ad budgets. Media Plan Tab Select Occurrences or Dollars from the Show drop down menu To Generate Report Click the Run icon in the Reports Toolbar Select New Brands or Brands from the for drop down menu Select a rank from the Rank drop down menu (optional) Select a date range from the Date Range drop down menu or customize a time period by selecting calendar dates on the Start Date and End Date options Product Set Select a Category from the Search drop down menu, choose from Industries, Majors, Categories, or Sub Categories (optional) Click on Schedule to get daily, weekly, quarterly or based on data availability Hot Prospects reports automatically delivered to your inbox Click on the, Show All button to Show All Category Levels and make selection Media Set Specify a word to Search Sites or select an item from the Show All drop down menu to search competing websites or markets for new brands or products (optional) The Show All option allows you to select from a list of all Kantar Media Intelligence Category Levels Continued on next page 8

9 Web Publisher Sales and Prospecting Identify New Brands Exclusive To Your Competition Identify new brands that are advertising with your competitors that are not advertising with you. Site/Network Comparison Tab Select Occurrences from the Show drop down menu To Generate Report Click the Run icon in the Reports Toolbar Select New Brands from the for drop down menu Select a date range from the Date Range drop down menu or customize a time period by selecting calendar dates on the Start Date and End Date options Product Set Select a Category from the Search drop down menu Media Set Specify a word to Search Sites or select an item from the Show All drop down menu (optional) Click on Schedule to get daily, weekly, quarterly or based on data availability Hot Prospects reports automatically delivered to your inbox 9

10 Web Publisher Sales and Prospecting Track Competitor s Sales Activities and New Campaign Commitments Track competitor s success in gaining new brand campaign commitments and sales activities daily, weekly or monthly through a variety of metric options. Site/Network Comparison Tab Select a metric from the Show drop down menu To Generate Report Click the Run icon in the Reports Toolbar Select a date range from the Date Range drop down menu or customize a time period by selecting calendar dates on the Start Date and End Date options Product Set Select a Category from the Search drop down menus Media Set Specify a word to Search Sites or select an item from the Show All drop down menu (optional) Click on Schedule to get daily, weekly, quarterly or based on data availability Hot Prospects reports automatically delivered to your inbox 10

11 Web Publisher Sales and Prospecting Analyze Prospects Media Plans Develop targeted pitches by analyzing a prospect s media plan including expenditure, impressions (U.S. Internet Only), creative and their placement on competitors sites. Media Plan Tab Select Dollars or Impressions from the Show drop down menu To Generate Report Click the Run icon in the Reports Toolbar Select an item from the for drop down menu Select Sites from the Drilldown Column to see where the account is advertising Select a date range from the Date Range drop down menu or customize a time period by selecting calendar dates on the Start Date and End Date options Report Name Enter Report Name. Select Breakout By to review trends of time periods Product Set Select at least one Account option for your report Accounts can be Ultimate Owners, Parent Companies, Subsidiaries, Advertisers Brands or Products 11

12 AGENCY/ADVERTISER Agency/Advertiser Track A Brand s Online Media Investments Track a brand s media strategy to understand where, when and how much it is investing online. Media Plan Tab Select Dollars or Occurrences from the Show drop down menu To Generate Report Click the Run icon in the Reports Toolbar Select an item from the for drop down menu Select Sites from the Drilldown Column to review sites placement and where dollars are being allocated Select Date Range (optional) Report Name - Enter Report Name Product Set Click Search to select your competitor(s) by product level or by category level of choice Double click to select and click Apply Note: All metrics drill down to creative detail 12

13 Agency/Advertiser Monitor Impressions (U.S. Data Only) Evaluate a campaign s reach by monitoring impressions. Media Plan Tab Select Impressions from the Show drop down menu To Generate Report Click the Run icon in the Reports Toolbar Select an item from the for drop down menu Select Sites from the Drilldown Column to review sites placement and where dollars are being allocated Select Date Range (optional) Report Name - Enter Report Name Product Set Click Search to select your competitor(s) by product level or by category level of choice Double click to select and click Apply Note: All metrics drill down to creative detail 13

14 Agency/Advertiser Identify Competing Brands With New Campaigns Identify competing brands with new campaigns launching and evaluate their creative strategy. Media Plan Tab Select New from the Show drop down menu To Generate Report Click the Run icon in the Reports Toolbar Select an item from the for drop down menu Select Sites from the Drilldown Column to review sites placement and where dollars are being allocated Report Name - Enter Report Name Select Date Range Product Set Click Search to select your competitor(s) by product level or by category level of choice Double click to select and click Apply 14

15 Agency/Advertiser View Different Creative Profiles View all the different creative profiles for message content and to derive promotion strategy. In the Media Plan Tab Select Unique from the Show drop down menu To Generate Report Click the Run icon in the Reports Toolbar Select an item from the for drop down menu Select Sites from the Drilldown Column to review sites placement and where dollars are being allocated Report Name - Enter Report Name Select Date Range Product Set Click Search to select your competitor(s) by product level or by category level of choice Double click to select and click Apply 15

16 AD NETWORK REPORTING Ad Network Reporting Ad Network Reporting Benefits Ad Network Reporting is available in Evaliant s Summary, Media Plan, Network Comparison, and Network Duplication reports, and in Stradegy custom reporting. * Benefits for Agencies/Advertisers Understand who s using Ad Networks Extend campaign reach Understand network brand share across competitors Varied and flexible choice of reporting Consider network impact on competitive budgets Optimize campaigns by evaluating network overlap Media Set Within the Media Set, select the Web Ad Networks option Benefits for Web Publishers/Ad Networks Target advertisers with large campaigns showing low network usage Evaluate product categories that may suit your inventory but show light or no network activity Identify potential network partners with experience and depth with brands suitable for your site Media Set Within the Media Set, select the Web Ad Networks option * Additional fees apply 16

17 Ad Network Reporting Selecting Ad Networks Ad Network Reporting is available in Evaliant s Summary, Media Plan, Network Comparison, and Network Duplication reports.* Media Set Select Ad Networks detail from the Show All drop down menu Within the Media Set, select the Web Ad Networks tab * Additional fees apply 17

18 Ad Network Reporting Ad Network Duplication Report Optimize campaigns by identifying networks that run advertising on the same sites and networks that have site placement exclusivity over other networks There are five duplication report formats: Network Share & Exclusive Summary # Sites Impressions % Impressions advanced Impressions Detail The last four reports allow the user to see the level of overlap or duplication between any two networks per: Impressions served on the same sites % of each networks impressions served on the same sites the number of same sites the two networks served advertising on 18

19 TIPS & TRICKS FOR WORKING WITH REPORTS Tips & Tricks for Working with Reports Report Viewer and Working with Reports Evaliant reports either run on demand or you may access previous reports through the Evaliant Report Viewer after clicking the Evaliant link on the home page. Report Viewer The Report Viewer allows you to manage your reports run previously. To open a report, simply click on the grid icon under View. Working with Reports Evaliant reports are interactive. After seeing the top level results, you can easily drill for deeper analyses or to see creatives. You can change your report without re-running it to focus on specific information or apply rankings and/or cutoffs. Naturally, you can print reports. But you can also export reports and creative thumbnails to common software formats like Excel. Creatives are displayed in a convenient thumbnail format allowing for quick review. And you can select specific creatives and see pages or sections they were found on, check the page s ad clutter, identify the ad size, and more. 19

20 Tips & Tricks for Working with Reports Clicking to Drill to Additional Information Clicking to Drill to Additional Information Row Selection In all reports, to see additional information, just click on counts or measures. Available drilldown columns are defined by what you selected as your rows in your report set up. Examples include number of sites, brands, new brands, new products, etc. In any report when you click on drilldown column counts, you drill to a sub (lower level) report. Drilldown Columns In this example, you could click on the Sites count to see which sites had advertising in the Car & Lt Truck category. The sub-report opens displaying the sites with advertising in that category. 20

21 Tips & Tricks for Working with Reports View Options and Exporting Reports or Sub-reports Measure Selection When you click on a measure in a report, you open the creative thumbnails for the measure. Measures include dollars, occurrences, new ads and unique ad counts and are defined by what you made as your Show selection. Clicking to Drill to Additional Information View options saves time by allowing you to narrow or widen focus while analyzing without having to re-run your report. To open View options, click on the left View Options border on any report. When it opens, you can choose to rank your report, apply cutoffs, or add/ remove report detail. Click the update results button and your changes take effect. You can use view options repeatedly until you re done analyzing the data. Exporting Reports or Sub-Reports You can print or export reports easily by clicking on the Print/Export link in the upper right of every report view. 21

22 VIEWING AND WORKING WITH CREATIVES Viewing and Working with Creatives View Multiple Creatives / Thumbnail Views Easily view many creatives in the Thumbnail view. Sort By Options Defined First: The very first ad date Evaliant captured the ad online. Earliest: The earliest ad date that Evaliant captured the ad online within the time period selected. Latest: The latest ad date Evaliant captured the ad online within the time period selected. Ad Size: Ad sizes available are standard IAB sizes, ads which do not conform to an IAB ad size are associated to Other Ad Types Collected: GIF / JPEG ads, IAB standard and nonstandard ad types, a wide variety of rich media types including pop ups, pop unders, inter and pre-stitials, rollovers/expandables, generic flash ads, flash ads with streaming video content, multi-part flash ads as well as pre-, post- and mid-roll video ads In the Thumbnail View You Can: Decide how you want your creatives sorted (see sort option definitions) What type of URL detail you want to see while viewing individual creatives. Export the thumbnail view Select specific creatives or all for down-loading or to view their creative detail. Hover over thumbnail to see creative Click View Selected to see the creative detail 22

23 Viewing and Working with Creatives Analyze / Download Creative Details Analyze the competition s creative strategy by time period, site, landing page, URL and current or historical creative. In the Thumnail View Click Select Select creative(s) and click on View Selected in order to: Review ad placement and history of an account in Site Name See what products and services they are advertising in Ad Information View creative formats used in campaigns - see Size and Type Review channels, landing pages and exact URLs in URL Detail Option to Download creative to show in a pitch Option to Print/Export this page Click View Selected Review Brand Detail Information See ad placement View website pages and other advertisers on the page 23

24 Viewing and Working with Creatives Saving and Retrieving Files Saving and Retrieving Files To save time, the application saves the creatives in a zip file. In order to use the creatives in a Powerpoint or other application, you must unzip them. To do so, click your right mouse button over the Start button on your Windows toolbar and select Explore. When your explore window opens, click on the folder where you saved the creative zip file. Click on the zip file and then click your right mouse button and select Extract All. You will then be prompted with a Wizard where you can select the directory where you want to unzip the creatives. Click Next to continue. Continued on next page 24

25 Viewing and Working with Creatives Saving and Retrieving Files You will then see a dialogue box that allows you to show the extracted files. Click finish and it will open the window with your creative files displayed. Now you can retrieve the creatives for Powerpoint, Word or other applications by finding the directory (or file folder) you chose and selecting the individual creative files from within those programs. 25

26 SCHEDULING REPORTS Scheduling Reports Weekly / Daily Alerts Get daily, weekly, quarterly or based on data availability Hot Prospects reports automatically delivered to your inbox. Click the Schedule icon in Report Toolbar Report Name: Enter report name. Schedule By: Choose Data Availability to schedule for Dollars or U.S. Impressions Report or Choose Date to run Daily or Weekly for Occurrences or Creative Reports Begin Schedule: Select the date you would like to begin schedule and enter in Begin Schedule Option to select an End Schedule Date. Run Report: Daily, Weekly, Monthly or Quarterly (Daily or Weekly for Occurrences and Creative Reports only) Report Viewer Output: Allows you to either keep or override the last generated version of report Output Access: choose Private for your access only or Public for access to anyone in your organization To: Enter your address information. Public reports allow you to enter another address. Click Save 26

27 Scheduling Reports Report Scheduler Now you can schedule your Evaliant reports to run automatically based on either calendar dates or when new spend data is available. Click the schedule icon, in the Reports Toolbar in the upper right of every Evaliant report screen Give the report a name in order to schedule it To schedule a report, give it a Report Name... The My Alerts home page feature only uses scheduled reports. The schedule icon is in the Reports Toolbar in the upper right of every Evaliant report set up screen. You must give the report a name in order to schedule it. then click the Schedule icon. The Report Scheduler lets you set the report to generate on a calendar bases. (Example: Every week, or when new expenditure data is available) The Report Scheduler screen allows you to decide when the report will run and how you will be notified. You decide how many last Outputs to keep. Ask to be alerted by or update your Home Page when the new report is available. Save the schedule, and you re done! Continued on next page 27

28 MY ALERTS My Alerts Manage Alerts Stradegy now offers the My Alerts section on the home page. My Alerts allows you to select critical Evaliant reports to display on your home page. The alerts provide updated report views based on the schedule you enter. To select the reports, click on the Manage Alerts link. Click on the reports you want and click Apply. The green double arrows indicate a scheduled report. If the report is not already scheduled, you will be prompted to schedule it. When you re returned to the home page, you ll be able to see the first 10 rows of your Alerts report. You may click on: The magnifying glass icon to open the full report The file folder to go to the report set up The check mark to view the report specifications Reposition the alerts by clicking on the triangle above the magnifying glass and dragging and dropping the alert to its new position. 28

29 CONTACT MANAGER Contact Manager How Do I Find Contact Manager? Contact Manager* provides names, phone numbers, and contact information for U.S. brand and agency decision-makers. Kantar Media Intelligence partners with Redbooks, the leading provider of prospecting data to media companies. Redbooks provides detailed data for over 20,000 U.S. advertisers and 14,000 agencies. Additionally, Contact Manager offers access to a quick Google lookup to learn more about the brand. How Do I Find Contact Manager? Contact Manager is a click away for every brand. In any Evaliant report that has brands as rows, simply click on the brand name and a new window opens displaying the contact manager results. Contact Manager may also be used in a standalone fashion. If you want to look up a brand, once Contact Manager s open, simply enter the brand name and click the Search button. What does Contact Manager show me? Contact Manager offers three sections: 1 The first five Redbook brand matches 2 The brand Company contact detail 3 The brand s Agency contact detail You may print the results at any time. 1 The First Five Redbook Brand Matches Kantar Media Intelligence Brand Kantar Media Intelligence searches the Redbook data to find brands that match most closely to the Kantar Media Intelligence brand name. The first brand s company and agency detail is displayed. In some cases, the Redbook data returns multiple similar brands owned by different companies. You may click on the brands company names and click the Search button to view the details for the other brands shown. Redbook Results *Please Note: Additional fees apply. 29

30 Contact Manager What Does Contact Manager Show Me? 2 The Brand Company Contact Information Next, Contact Manager displays the brand detail, including address, phone and fax numbers and contacts. 3 The Brand s Agency Contact Detail Contact Manager then displays contact information for all agencies that work with the brand. Why Do the Redbook Results Not Always Match the Kantar Media Intelligence brand? Kantar Media Intelligence and Redbook use different branding nomenclature.the Contact Manager algorithm tries its best to find the Redbook brand that matches the Kantar Media Intelligence brand name. Tips to Finding the Data You Want Sometimes Redbook brand names are indistinctive as this example shows. In these cases, you can either click on a company name next to the brand name and click search to see those results. Redbook Results 30

31 Contact Manager Company Brands View Company Brands View Or, if you want to easily see all the brands associated with the company, you may click the company radio button and click search and the display will refresh showing all of the Redbook brands. Brand Agencies View If you want to see all the agencies associated with the brand, without the brand detail, simply click the agency radio button and click search. 31

32 MY PROFILE DEFAULTS My Profile Defaults Setting Your Defaults If you frequently work with specific measures, or product or media sets, you can save time by setting them as defaults for each Report Type. You can always override your defaults when building a report as necessary. To set your defaults, click on the My Profile icon... then click on the Evaliant s Preferences tab. Note that you can set preferences for each report type, including rankings, row types and measures. You can also identify a product and/or media set as your default, select preferred schedule frequency, and choose how much detail you want to see associated to the creatives. When you re done, click Save. 32

33 EVALIANT TECHNOLOGY & METHODOLOGY Evaliant Technology & Methodology Evaliant captures more digital media data than any other company. Every 24 hours Evaliant tracks over 4,000 US and Canadian web sites, well over a million web pages (URLs), and millions of web images. Evaliant has invested substantially in its core proprietary technologies and methodologies in order to be a leader in online advertising intelligence. These investments set Evaliant apart competitively as we provide detailed and actionable online market intelligence through our easy-to-use software. In addition, Evaliant s technology is highly automated, cost efficient, and scalable. Evaliant s proprietary technologies and methodologies were developed internally. Evaliant owns all of the intellectual property rights for its software and business practices. The following is a list of Evaliant s core technologies and methodologies: Spider Technology Highly intelligent and dynamic spider that captures a vast amount of advertising data from thousands of Internet sites and over a million Web pages. Ad Expenditures Sophisticated methodology reports product ad expenditure for 3Million+ Products and site revenues for over 4,000+ sites Canadian web sites. Brand Classification Schema/Methodology Unique multi-tiered brand and site classification schema for industry, major class, and detailed categories, that is tailored to client needs for online, multimedia and international analysis and reporting. Site Classification Schema/Methodology Detailed classification of 53 categories for close to 4,000 US and Canadian web sites. Rate Card System Rate card collection system holds detailed rate card data for Internet sites. Data Processing Systems Browser-based data processing systems allow fast, accurate processing and classification of advertising data by Evaliant data analysts. Continued on next page 33

34 Evaliant Technology & Methodology Client Applications A suite of easy-to-use and flexible client applications for reporting and analysis of Evaliant data. Descriptions are found in the Product Section. Basic Reporting Service for analysis and reporting of U.S. brands and sites. Basic Reporting Service for all international country databases. Contact Manager provides detailed contact data for advertisers and agencies. Types of Advertising The Company tracks the widest possible range of advertising including banners, buttons, pop-ups, interstitials, multi-part flash ads, ads with video content and pre, post and mid-roll video ads and the most popular rich media. It tracks advertising of all sizes, without restriction, including standard and non-standard sizes. New sizes are automatically detected without additional programming or manual intervention. Media Value / ad expenditure for web site and brand expenditure analysis. Brand classification for ad analysis by industry, classification and brand. Impressions data for easy site and brand analysis. Largest, Most Accurate Database Evaliant captures more online advertising data than any of its competitors. It tracks over 4,000 US and Canadian web sites, 24 hours a day, seven days a week. The spider captures a wide range of advertising information such as the date, URL, the actual creative of the ad, other products related to the ad, other advertising on the same page and the full page on which the ad was found. Unlike other competitive services, it tracks all advertising and is not restricted to a limited number of categories or a minimum site page view. Continued on next page 34

35 FREQUENTLY ASKED QUESTIONS FAQs What data is available in Evaliant and on what timetable? Spend is available on a monthly basis. Occurrences, new and unique counts are updated daily and are available within a hour turnaround. If I am an Evaliant creative-only client, what do I have access to? Evaliant creative-only clients will only see the Evaliant sections in Stradegy. They will not see custom reports, custom report viewer, or maintenance. What is sharable between Strategy s Custom Reports and Evaliant Reports? Media, Product Sets, and Groups are completely shared between Stradegy Custom and Evaliant. the specified sites (or sites within market, category, etc.) How are new ads determined? New ads follow the same rules as new brands or new products. If the user makes media set selections, new ads are new based on whether they have ever appeared on the individual site. That is, they may have previously been captured on another site. How can I schedule reports? Users can schedule reports to run as data becomes available or on a calendar basis they receive an notice when the reports are ready for review. After saving the report, click on the schedule icon in the upper right corner (See page 37 for more details). If I have Evaliant brands/products in my product set that haven t yet appeared in the other media data, and I open the set in Stradegy, what will show? The brands/products will show as selected in Stradegy. How are new brands and new products determined? If the user doesn t make any media set selections, New means that we have never captured the brand or product previously in our internet data. If the user makes media set selections (site, site category, market, etc.), new is now new to the selections. That is, they may have previously been captured in internet data but this is the first time they appeared on What is the My Alerts section on the home page? Alerts allow users to specify reports that will show with updated data on the home page and easily open the full report for analyses. Reports must be scheduled to be selectable for the alerts section. If you rather change the display order, drag and drop the alerts using the small triangle in the upper right corner of each. Use the magnifying icon to open the report, the check icon to see the specs, and the folder to open the report setup (See page 38 for more details). Continued on next page 35

36 FAQs Can I continue to work when my Evaliant report is running? Evaliant allows you to submit a report and continue working while it s generating. Simply click the Hide button on the Running Report modal. Later, go to the Evaliant report viewer to access the report. Can I download all creatives? Including broadband video ads? Users can download selected or all creatives, including broadband video ads. The broadband video ads are downloaded as FLV files and will require the user have a video player in order to view them. Please contact your Kantar Media Intelligence account service representative for instructions. Where is the Sites Analyzed list? The sites analyzed list can be found under Data Availability. Select US or Canadian internet from the drop down menu. The Hide button allows you to continue working while generating a report. What are we reporting for ad size? There are over 14,000 ad sizes in the Evaliant data. Kantar Media Intelligence allows filtering and reporting on the IAB standard ad sizes. (See chart on page 37.) How do I find broadband video advertising and why isn t spend available for this type of advertising? Users may find broadband video advertising by selecting the Video Sites site category itself or using it to drill to the video sites. At this time, we do not include spend for broadband advertising. Users will need to select occurrences, unique or new measures to access the ads. Broadband video advertising is sold on a CPC (cost per click) basis vs. a CPM basis. We are working on a methodology to calculate spend for this advertising. Continued on next page 36

37 FAQs Width Height Label Micro Bar Button Button Vertical Banner Skyscraper Square Button Wide Skyscraper Rectangle Half Banner Vertical Rectangle Square Pop-Up Big Box (Canada) Pop-Up Medium Rectangle (U.S.) :1 Rectangle Half Page Large Rectangle Fixed Panel Full Banner XXL Box Pop-Up Large Pop-Under Leaderboard Pushdown All Other Why do some creatives not have a target URL? We started storing this data only recently. Some advertising campaigns direct ad clickers to specific pages that are only available for the life of the campaign. Therefore, target URLs will not always work to take the user to the site. Why am I receiving an Active X warning when printing? When trying to print a report, you may receive an ActiveX warning for Microsoft SQL servers. This occurs if you have your browser security set at a higher level than usual. If this occurs, simply follow the browser directions and install the ActiveX control. What are the different exports for my reports? Each report or sub-report can be exported to the following formats: XML, CSV, PDF, XLS, TIFF (Tagged Image File Format) or Web Archive (Mime HTML). Can I create graphs or charts? Yes, look for the Graph/Chart link in the upper right corner of the report display. Only reports that have less then 10 rows will show this link and can be graphed. Please note that the graph processing symbol falls below the open window sometimes. If you see a white page and it appears nothing is happening, scroll down to confirm that it s processing. Continued on next page 37

38 FAQs What are the Creative detail definitions? After selecting creatives in the thumbnail views, the user can click View Selected to see each individual creative s detail. Target URL is the final landing page for someone who clicks on the creative. First Site even though it shows a URL, it represents the first site where the ad was captured, irrespective of your report s dates and any site selections in your report. Do the spiders confuse fixed ads units with content? Meaning if I bought a fixed homepage placement for a week on a specific site, would your software detect this? The spider picks up any found clickable image, including any fixed ads. The spider will not capture any site sponsorships or mini-sites. Also, every ad is viewed and verified by a live person before it s added to the database. Every image on the page is captured and stored. Each image is compared against a list of previously detected ads and non-ads. If there is a match on a previously identified ad, the date, time and page where the image was detected are added to the ad occurrences database. Also, a copy of the page is saved so it is possible to view an ad later in the context within which it was displayed to site visitors. If there is a match on a non-ad, the image is set aside. Does your software only pick up IAB standard ad units? The spider captures banners and buttons of all sizes and shapes, including the most popular rich media types. The spider is not limited to the IAB standard ad units. Does it differentiate flash ads from rich media like Eyeblaster, Pointroll, Klipmart, etc? We do capture rich media but do not breakout the vendors, such as Eyeblaster. For Ad Occurrences, how do we read them? Are the numbers in the data sheet in thousands, actual numbers, etc.? Also, can they be the equivalent of impressions? Ad Occurrences is the number of times Evaliant captured an advertisement online within the time period you specify. (similar to that of a TV occurrence) Use Ad Occurrences when: Spend isn t yet available, take a look at ad activity to see what s happened most recently. Identify New Brands or Products advertising online for the first time Identify Products with New Ads Identify the brand presence online. Is it heavy or light? Continued on next page 38

39 FAQs How are expenditures calculated? We calculate the Ad Expenditure using three main sources. 1 Our own captured activity with our spidering technology (Ad Occurrences) Sample Advertising Spend Calculation for Banner and Large Rectangle Banner: $4.00 CPM x 14,945 Impressions / 1000 = $60 2 Rate card information from the websites 3 Page views from our sister company, Compete. Ad spend is used to assess RELATIVE ad spend/media value across brands and sites. How are impressions calculated? Impressions are calculated as follows: Each site s total monthly page view is divided by the days of the month to get a total daily page view count. The total daily page view count is distributed evenly to the site s spidered pages for the day to get an individual daily page view count. Each page s page view count is assigned to each advertisement on that page, equaling the impression estimate for each ad. How often are the open rate cards updated? Do you update all the sites at once? Large Rectangle: $16.00 CPM x 14,945 Impressions / 1000 = $239 We have a team that contacts the publishers on an ongoing basis. The rates are updated as they come in. We don t hold and update all at the same time. Continued on next page 39

40 FAQs How often are the open rate cards updated? Do you update all the sites at once? We have a team that contacts the publishers on an ongoing basis. The rates are updated as they come in. We don t hold and update all at the same time. How are impressions calculated? What is the difference between occurrences and impressions? Kantar Media Intelligence impressions are an estimate of the number of times an ad was seen (or exposed) to end users. Occurrences are the number of times Kantar Media Intelligence captured an ad while spidering the site. What web browsers are compatible with Evaliant? Evaliant is compatible with Internet Explorer and Firefox on a PC, and Firefox on an Apple computer. What measures are available for ad network reporting? Available measures include: Impressions (not available in Canada) Occurrences What applications can I use to analyze ad network data? Ad Network reporting is available in Stradegy, both standard custom reporting and Evaliant Internet reporting. What applications can I use to analyze ad network data? Ad Network reporting is available in Stradegy, both standard custom reporting and Evaliant Internet reporting. Why isn t spend available for ad networks? Kantar Media does not provide separate spend estimates for ad network advertising due to a lack of consistency in available rate sources. How are impressions estimated for network advertising? Kantar Media uses its standard impressions methodology to assign ad impressions to ad network activity. As part of this methodology, sister company Compete provides page view data for each Web site monitored. Based on this underlying page view data, a daily page view value is associated with each page spidered. These values are applied to occurrences collected by the Evaliant spider including both Publisher Direct occurrences and Ad Network occurrences. Ad Networks & Site Detail Clients cannot create reports that include ad networks and sites. If a client makes ad network selections, there is no ability in Evaliant to drill to sites or filter by sites. In Stradegy custom reports, no property selections or sorts may be selected in combination with ad networks. What is Publisher Direct? Publisher direct reflects advertising that was served by the publishers themselves or ad networks that are not yet identifiable in the data. Continued on next page 40

41 FAQs Can I get Ad Network creative detail? Yes, however please note that creative displays for ad networks in Evaliant do not provide site or URL detail. The only information available at the detail level is product, ad size, ad type information and network start and end dates within the time period requested. What ad networks are reported? As of December 2010, the following Networks are included in Stradegy & Evaliant reporting: 24/7 RealMedia* Dotomi* You can also see creative for specific Ad Networks in Stradegy. To do so, run a Trend report with only Ad Networks in the rows, then select Internet Creative on the Report Options Step. How far back is historical ad network data available? Ad Network reporting is available from December 2009 onward. Acerno* AdBrite* Adconion* AdDynamix/Pennyweb* Adify* ADSDAQ* AOL Advertising Network* Bannerconnect BURST!Media* BV!Media** Casale Media* ClickBooth CPXInteractive Collective Media Network Fox Audience Network* Gorilla Nation Media InterClick* Pulse 360* Scripps Networks Specific Media* Traffic Marketplace* Tribal Fusion* Turn.com* Undertone* Valuead.com ValueClick* Yahoo Publisher Network* * Indicates an Ad Network for US Internet and Canadian Internet ** Indicates an Ad Network for Canadian Internet only 41

42 TERMS AND DEFINITIONS Terms and Definitions New Product/Brands Products or brands that have never before been seen advertising online until the given time period. Note: if sites are selected (in the Media Set option) they are brands or products that have never been seen before on those specific sites New Ads Alerts of New Campaign/New Creative strategy. The number of New Creatives that appeared within a given time period. Note: if sites are selected (in the media set option) new ads alerts that a specific site is now getting new advertising for that brand First The very first ad date Evaliant captured the ad online. Earliest The earliest ad date that Evaliant captured the ad online within the time period selected. Latest The latest ad date Evaliant captured the ad online within the time period selected. Ad Size Ad Types Collected GIF/JPEG ads, IAB standard and non-standard ad types, a wide variety of rich media types including pop ups, pop unders, inter & pre-stitials, rollovers/ expandables, generic flash ads, flash ads with streaming video content, multi-part flash ads as well as pre, post and mid roll video ads. Metrics Unique: The number of different ads that appeared within the given time period New: The number of New Creatives that appeared within a given time period Occurrences: The total number of times Evaliant (Kantar Media Intelligence Spider technology) captured an ad online Note: See Proprietary Spider Technologies on page 33 for more information on how we calculate this metric. Impressions: Kantar Media Intelligence s estimate of the number of times an ad was seen or exposed to an end user. Note: See Impressions Measurement Methodology on page 39 for more information on how we calculate this metric. Dollars: Kantar Media Intelligence s estimate of advertising expenditure. Note: See Proprietary Ad Expenditure/MediaValue on page 33 for more information on how we calculate this metric. Ad sizes available are standard IAB sizes, ads which do not conform to an IAB ad size are associated to Other. 42

43 DATA AVAILABILITY Data Availability For Occurrences and Creative Occurrences and Creatives Availability Monday Available on Tuesday Tuesday Available on Wednesday Wednesday Available on Thursday Thursday Available on Friday Friday Available on Saturday Saturday/Sunday Available on Monday For Internet Ad Spend and Impressions Available 6-8 weeks after the end of the current month. 43

44 Intelligence User Manual Evaliant 3.0 Evaliant 3.0 Training Manual January 2011 Usage questions concerning Evaliant should be directed to the Kantar Media Intelligence Hotline at or to your Account Service Representative.