WarnerBros TheCuriousCaseofBenjamin

Warner Bros - The Curious Case of Benjamin Button

1/6/2009 - 3/7/2009

Campaign Summary Report

The Curious Case of Benjamin Button

Campaign Performance

Total Campaign Performance

Eyeblaster DataTotalEyeblaster BenchmarkServed Impressions82,653,283Average Dwell Time36.04Interaction Rate11.84 %CTR0.09 %CTR Rich Media:0.46%CTR Std Banner:0.18%Clicks77,516Unique Impressions28,006,587Average Frequency2.95Unique Interacting Users1,815,100Unique Clicking Users72,731Video Start Rate7.78 %32.30%Unique Video Viewers2,798,001Expansion Rate17.62 %14.07%Unique Expanding Users469,277

* 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 NamePublisher Site(s)BB 300x250 expand AYahoo! UKBB 300x250 expand BYahoo! UKBB 300x250 keyartChannel4.com UK, Yahoo! UK, Advertising.com UK, Guardian UKBB 300x250 videoAlloCine UK, MySpace UK, Unanimis UK, Vibrantmedia UK, Contextweb, Absolute Radio UK, GCap Media UKBB 728x90 expandUnanimis UKBB 728x90 keyartChannel4.com UK, Advertising.com UKBB 728x90 videoContextweb, Vibrantmedia UK, MySpace UK, GCap Media UKbb_120x600_keyartGCap Media UKbb_300x250SpecificMEDIA, Contextweb, Vibrantmedia UKbb_468x60_keyartGCap Media UKBenjaminButton HD LEADContextweb, MySpace UK, Vibrantmedia UKBenjaminButton HD LEAD-EXPUnanimis UKBenjaminButton HD MPUAbsolute Radio UK, AlloCine UK, Contextweb, GCap Media UK, MySpace UK, Vibrantmedia UKBenjaminButton HD MPU-EXPYahoo! UK



Engagement Summary

Publisher NameServed ImpressionsInteraction RateCTRUsers Average Dwell Time (Sec)Total Expansions RateExpansion Average Duration (Sec)Video Started RateVideo Average Duration (sec)MySpace UK8,086,52355.11 %0.04 %43.050.00 %0.0027.09 %19.58Yahoo! UK6,141,54821.98 %0.29 %41.1917.56 %47.145.59 %15.46Contextweb4,703,77041.48 %0.07 %27.240.00 %0.0042.42 %19.43Vibrantmedia UK3,454,98739.86 %0.08 %24.880.00 %0.0035.55 %17.84Unanimis UK840,7548.63 %0.17 %24.025.55 %28.4320.13 %17.42GCap Media UK806,62234.90 %0.27 %30.410.00 %0.0040.09 %18.89AlloCine UK422,01231.29 %0.30 %22.230.00 %0.0029.18 %18.34Absolute Radio UK114,53699.48 %0.06 %50.340.00 %0.0049.93 %25.66Totals24,570,75239.62 %0.13 %36.044.58 %46.3026.17 %18.95

* Engagement Summary slides contain data about Rich Media content only. Totals values may differ from Total Campaign values



Engagement Summary

* Top ten publishers sorted by Served Impressions in descending order

Eyeblaster Benchmarks For: Q1 '07 - Q4 '07, UK, Entertainment

Interaction RateCTR Rich Media Total Expansion RateVideo Started Rate15.86%0.46%14.07%32.30%



Engagement Summary



Expansion Average Duration (sec.)Video Average Duration (Sec)38.5832.22



Unique Metrics

Publisher NameUnique impressionsAverage FrequencyUnique Clicking UsersUnique Clicking Users RateUnique Interacting UsersUnique Interacting Users RateUnique Expanding UsersUnique Expanding Users RateUnique Video ViewersUnique Video Viewers RateFacebook.com8,019,9923.508,3200.10 %8,3200.10 %00.00 %00.00 %SpecificMEDIA9,274,5951.8016,2060.17 %16,2060.17 %00.00 %00.00 %Yahoo! UK3,350,5292.6618,9050.56 %440,82513.16 %441,22913.17 %216,2766.45 %MySpace UK1,750,8854.623,2880.19 %488,91027.92 %00.00 %745,62142.59 %Channel4.com UK1,884,9672.918,9680.48 %8,9680.48 %00.00 %00.00 %Contextweb1,967,7592.643,9740.20 %424,73221.58 %00.00 %936,47447.59 %Vibrantmedia UK1,392,6042.663,0330.22 %304,96321.90 %00.00 %594,53442.69 %Advertising.com UK2,621,4711.323,5800.14 %3,5800.14 %00.00 %00.00 %Unanimis UK460,4932.972,2380.49 %30,8226.69 %28,4076.17 %116,28525.25 %GCap Media UK420,2342.632,6750.64 %64,87015.44 %00.00 %179,89842.81 %AlloCine UK252,5781.771,4420.57 %42,05816.65 %00.00 %88,47035.03 %Absolute Radio UK40,5472.82650.16 %12,65631.21 %00.00 %15,13537.33 %Guardian UK7,0481.741492.11 %1492.11 %00.00 %00.00 %Telegraph3,5442.02260.73 %260.73 %00.00 %00.00 %Totals28,006,5872.9572,7310.26 %1,815,1006.48 %469,2771.68 %2,798,0019.99 %



Unique Metrics




Performance by Frequency

Campaign NameFrequencyServed ImpressionsCTRInteraction RateImpressions with Any Panel Expansion - RateAd Average Duration (Sec)User Average Dwell Time(Sec)The Curious Case of Benjamin Button82,653,2830.09 %11.84 %1.07 %97.0936.04127,986,7800.10 %5.40 %0.87 %94.1732.27212,823,8290.10 %6.65 %0.68 %91.4631.1838,894,2250.09 %6.35 %0.62 %93.1631.8246,057,2880.08 %8.50 %0.72 %95.3133.4954,455,8250.08 %9.03 %0.75 %94.2933.886+22,435,3360.08 %26.45 %1.89 %100.8438.75Totals82,653,2830.09 %11.84 %1.07 %97.0936.04

Performance by Frequency data is applicable only to Campaigns that started after March 3, 2008



Performance by Frequency

Performance by Frequency data is applicable only to Campaigns that started after March 3, 2008



Publisher Unique Overlap

Publisher NameUnique ImpressionsExclusive Unique ImpressionsExclusive Unique % Out Of Unique Impressions Overlap Unique Impressions Overlap Unique Impressions with One PublisherOverlap Unique Impressions with Two PublishersOverlap Unique Impressions with Three PublishersFacebook.com8,019,9926,321,75778.82 %1,698,2351,319,216306,90960,474SpecificMEDIA9,274,5958,291,17789.40 %983,418740,820191,31442,303Yahoo! UK3,350,5292,516,00775.09 %834,522610,035176,41639,394MySpace UK1,750,8851,271,35672.61 %479,529347,991100,72524,875Channel4.com UK1,884,9671,435,23376.14 %449,734310,512104,23127,826Contextweb1,967,7591,378,27570.04 %589,484408,806136,39935,685Vibrantmedia UK1,392,604981,95070.51 %410,654271,802100,86129,794Advertising.com UK2,621,4712,123,22980.99 %498,242364,701104,36723,632Unanimis UK460,493328,07471.24 %132,41991,72830,3228,108GCap Media UK420,234301,70071.79 %118,53483,32826,6966,692AlloCine UK252,578204,22380.86 %48,35532,78411,0803,324Absolute Radio UK40,54727,15266.96 %13,3958,6933,1561,073Guardian UK7,0484,86969.08 %2,1791,248576244Telegraph3,5442,13760.30 %1,4071,03429956




* 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.



Video Metrics - Play Rate

Publisher NameServed ImpressionsVideo Started RateVideo Average Duration (sec)Video 25% Played RateVideo 50% Played RateVideo 75% Played RateVideo Fully Played RateAbsolute Radio UK114,53649.93 %25.6696.91 %94.61 %92.53 %89.41 %AlloCine UK422,01229.18 %18.3483.05 %70.95 %61.55 %52.42 %Contextweb4,703,77042.42 %19.7384.97 %74.71 %67.07 %59.33 %GCap Media UK806,62240.09 %18.8982.74 %72.05 %64.72 %57.37 %MySpace UK8,086,52327.09 %19.7582.59 %72.69 %65.38 %58.23 %Unanimis UK840,75420.13 %17.4278.10 %64.03 %54.14 %45.04 %Vibrantmedia UK3,454,98735.55 %17.7481.29 %68.26 %59.05 %49.86 %Yahoo! UK6,141,5485.59 %15.4658.75 %45.71 %38.40 %32.24 %Total24,570,75226.17 %19.0881.83 %70.93 %63.10 %55.36 %




* Top five publishers sorted by Served Impressions in descending order


Video 50% Played RateVideo Fully Played Rate62.35%43.99%




* Top five publishers sorted by Served Impressions in descending order


Video Average Duration (sec.)Video Started Rate32.2232.30%



Creative Comparison

Ad NameInteraction RateCTRAverage Dwell Time (sec)Total Expansion RateExpansion Average Duration (sec)Video Started RateVideo Average Duration (sec)bb_300x2500.11 %0.10 %0.000.00 %0.000.00 %0.00BB 300x250 keyart0.21 %0.19 %0.000.00 %0.000.00 %0.00BB 300x250 video0.39 %0.12 %25.750.00 %0.0028.85 %19.77BB 728x90 video0.15 %0.08 %23.170.00 %0.0044.86 %17.22BB 728x90 keyart0.09 %0.09 %0.000.00 %0.000.00 %0.00BenjaminButton HD MPU85.06 %0.05 %39.740.00 %0.0025.21 %21.14BenjaminButton HD LEAD122.97 %0.05 %33.630.00 %0.0033.79 %20.02BB 300x250 expand A18.55 %0.30 %35.3518.04 %41.215.49 %14.97BB 300x250 expand B18.57 %0.29 %35.8518.08 %41.735.31 %14.55BenjaminButton HD MPU-EXP41.85 %0.23 %67.4214.65 %68.946.53 %18.28bb_468x60_keyart0.21 %0.19 %0.000.00 %0.000.00 %0.00BB 728x90 expand20.45 %0.19 %19.8520.11 %21.825.51 %13.31bb_120x600_keyart0.26 %0.23 %0.000.00 %0.000.00 %0.00BenjaminButton HD LEAD-EXP51.93 %0.19 %41.9917.09 %42.476.89 %15.71



Creative Comparison

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


Interaction RateCTR Rich Media Total Expansion RateVideo Started Rate15.86%0.46%14.07%32.30%



Creative Comparison

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


Expansion Average Duration (sec.)Video Average Duration (Sec)38.5832.22



Ad Format Comparison

Ad Format (Unit Size)Served ImpressionsCTRInteraction RateAverage Dwell Time (Sec)Standard Banner (300x250)24,822,9420.13 %0.14 %0.00Polite Banner (300x250)9,386,5770.09 %37.09 %38.36Polite Banner (728x90)8,800,8740.06 %54.92 %32.86Expandable Banner (300x250)6,141,5480.29 %21.98 %41.19Standard Banner (728x90)4,364,4550.09 %0.09 %0.00Expandable Banner (728x90)241,7530.19 %29.04 %26.59Standard Banner (468x60)215,8630.19 %0.21 %0.00Standard Banner (120x600)83,5530.23 %0.26 %0.00Totals54,057,5650.13 %18.08 %36.04

* Ad Format Comparison slides do not include Tracking Pixel data. Totals values may differ from Total Campaign values



Ad Format Comparison

* Top ten Ad Formats and Unit Sizes sorted by Served Impressions in descending order



Conversions Summary

Report Contains No Data



Eyeblaster Benchmarks For: Q1 '07 - Q4 '07, UK

Basic MetricsVideo MetricsExpandable MetricsAd FormatIRCTRAverage Video Duration (Sec)Video Started RateVideo 50% Played RateVideo Fully Played RateTotal Expansion RateImpressions with a Specific Panel Expansion - RateExpansion Average Duration (Sec)Polite Banner4.70%0.21%43.7349.14%64.91%47.27%N/AN/AN/AExpandable Banner30.16%0.44%85.0318.94%66.69%43.16%32.45%14.83%66.28Standard BannerN/A0.12%N/AN/AN/AN/AN/AN/AN/A

Basic MetricsVideo MetricsExpandable MetricsVerticalIRCTR (Standard Media)CTR (Rich Media)Average Video Duration (Sec)Video Started RateVideo 50% Played RateVideo Fully Played RateTotal Expansion RateImpressions with a Specific Panel Expansion - RateExpansion Average Duration (Sec)Entertainment15.86%0.18%0.46%32.2232.30%62.35%43.99%14.07%6.21%38.58


Thank You!

Documents

WarnerBros TheCuriousCaseofBenjamin