John Wannamaker, father of modern advertising, said, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” Nothing much has changed in the last 100 years – until now. Major brand marketers had little choice but to continue hoping their branding dollars were working. P&G came to us with this question: “Can you tell us which of our branding ads are seen and not seen?” It started out as just a project. What we learned fundamentally changed our company. We think it could change yours too.

1. 1
Paying Attention
June 2013

2. Can you name the person pictured here?
Hints:
Born in 1838 in Philadelphia
Served as Postmaster General under Benjamin Harrison
Considered to be the “Father of Modern Advertising”
Answer: John Wanamaker
Why does this matter?
Coined the saying
“Half the money I spend on advertising is wasted;
the trouble is I don't know which half.”
Trivia Question

3. About Us
• EyeTrackShop, the world’s first webcam eye tracking
solution, developed in partnership with Tobii
Technology in 2009.
• EyeTrackShop rebranded as Sticky
• Sticky technology won the Next Gen Research
Disruptive Innovator Award in 2012
• In 2013 Sticky received the Great Mind Award for
Innovation. (In 2012 EyeTrackShop won this honor).
Offices in New York, San Francisco, the UK,
Stockholm and Shanghai,
A short list of some companies optimizing with Sticky:

4. What percentage
of people actually
saw this ad?
75-100%
50-75%
25-50%0%
100% of Viewable Ads30% of all “viewable” ads
are never seen.
In-Screen is not the same as Seen

5. Pepsi – Example Output
June 2013

6. Campaign Summary
62013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary

7. 72013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
Ads Relative Performance

8. Optimize by excluding under performing sites...
82013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary

9. …and get a bigger bang for the same budget!
92013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
0% Budget

10. Or cut the budget by $1M, or almost 13%..
102013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
0%
0%
0%
38%
New budget share
62%

11. ..and still get more seen impressions and impact.
112013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
-13% Budget

12. L’Oréal reallocated resources to gain a bigger bang
2013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
Low Medium High
Impact
HighLowMedium
35.1%
14.7%
8.2%
42.0%CostPerView
B rand Site P lacement B udget Impressio ns nC P M nC P V VI% Impact
Verified
Impressio ns
Verified
T ime (h)
Garnier Amelia.se Panorama - 980x300 82 130 kr 1066 625 77 kr 100 kr 77% 2.6 821301 593
Garnier Amelia.se Overlay - 980x1500 16 024 kr 106 827 150 kr 150 kr 100% 3.2 106 827 95
Garnier Damernas.se Panorama - 980x30068 687 kr 892 039 77 kr 208 kr 37% 1.0 330 054 92
Garnier Damernas.se Overlay - 980x1500 28 766 kr 191775 150 kr 349 kr 43% 1.1 82 463 25
T o tal 195 607 kr 2 257 266 87 kr 146 kr 1 340 646 805
OPTIMIZATION
EFFECT
+ 35% Seen
impressions
-26%
Avg. CPV
+68%
Total time

13. Sony reallocated resources to cut its avg. cost per view,
and get more seen impressions
132013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
Low Medium High
Impact
CostPerView
HighLow
Medium
15.0
%
30.3
%
12.7
%
13.0
%
11.7
%
17.3
%
OPTIMIZATION
EFFECT
+56% Seen
impressions
-36%
Avg. CPV
+95%
Total time
B rand Site P lacement B udget Impressio ns nC P M nC P V
% Seen
Impressio ns
Impact
# Seen
Impressio ns
T o tal T ime
(hrs.)
Sony Mobile DN.se Sticky Scroll - 300x600 135 000 kr 5 400 000 25 kr 47 kr 53% 1.2 2 862 000 954
Sony Mobile Youtube.se Masthead - 970x250 147 050 kr 2 509 179 59 kr 60 kr 97% 3.5 2 433 904 2 366
Sony Mobile Aftonbladet.se Rich Media - totala 1600x900200 000 kr 1 900 000 105 kr 105 kr 100% 4.1 1 900 000 2 164
Sony Mobile Sf.se Outsider - 200x800 173 250 kr 1 750 000 99 kr 148 kr 67% 1.1 1 172 500 358
Sony Mobile Di.se Sticky Scroll - 228x400 150 000 kr 2 000 000 75 kr 174 kr 43% 0.8 860 000 191
Sony Mobile Aftonbladet.se Sticky Scroll - 250x480 350 000 kr 3 739 316 94 kr 234 kr 40% 1.4 1 495 726 582
T o tal 1 155 300 kr 17 298 495 67 kr 108 kr 10 724 130 6615

14. + 7 % Seen Impressions
(% impressions seen by TG)
“This is helping our advertisers and affinity partners to
understand the power of Online Branding Campaigns on
YouTube” – Sales Manager Google Sweden
Google YouTube proved high brand impact for H&M
* Proprietary benchmarks developed after 20
campaigns
85%
+ 20 % vs. BM
+ 39% Impact
(avg. time looking at ad)
50 % Faster
(avg. time it took to notice the ad)
91% 97%
0%
20%
40%
60%
80%
100%
Benchmark* Result
1.8
2.5
0.0
1.0
2.0
3.0
Benchmark* Result
1.0
0.5
0.0
0.5
1.0
1.5
Benchmark* Result
The branding campaign had a low CTR, but was seen by 97% of the target group and had massive
impact (+39% above norms).
Prove Brand Impact

15. + 32% Seen Impressions
(% impressions seen by TG)
“Without taking people out of their environment we were able to
validate that the ads were noticed and that people actually spent
more time on them.” – Director of Research, AOL
AOL proved the massive brand impact of its new “Devil Format”
85%
+ 20 % vs. BM
+ 57 % Impact
(avg. time looking at ad)
On par with BM
(avg. time it took to notice the ad)
AOL proved the higher visibility and impact of the devil format to current clients and new
clients. 32% more seen impressions and 57% more impact
76%
100% 91%
63%
0%
20%
40%
60%
80%
100%
1.4
2.2
1.7
0.9
0.0
0.5
1.0
1.5
2.0
2.5
3.0 3.0 3.6
9.5
0.0
2.0
4.0
6.0
8.0
10.0
Improve Brand Impact

16. How It Works
VERIFIED TIME WITH TARGET GROUP
The aggregated time seen that the brand
has accumulated during the campaign
period.
IMPRESSIONS
How often the ad is shown.
VERIFIED IMPRESSIONS = SEEN ADS
The number of impressions that are
actually seen by the target group.
IMPACT = ROI
A strong correlation between time
seen, ad recall and activity = BRANDING
EFFECT
AD VIEWS
Sticky measures ad views—
not viewability.
Over 30% of “viewable” ads are never seen.

17. Thank You!
Ephraim (Jeff) Bander
President
Skype: ephraim.bander613
Twitter: @stickyadman
Phone: +917-523-0007
In Conclusion…

18. KeyComponents
1. Recruiting
2. Inject ads/ control
web page
3. Record gaze data
4. Process data
5. Publish results
KeyMetrics
 CPV (Cost per View)
 Impact (Dwell time)
 Benchmarks
Visual statistics
Packaging
 Online ad
Campaign Tracking
 Benchmark
database
 Regular statistics
Sticky - Overview
― Industry
― Ad placement
― Ad format
― Target audience
― Visibility (seen ad)
― Attractiveness (time to ad)
― Stickiness (time on ad)
― Standard
― Custom
― Ad Planning tool
― Ad Evaluation tool
― API
― Widget
― Panel
― Browser Plug-in
― Weekly graphs
― Quarterly statistics
― Etc.