GAD Process: Eyeblaster Training

1. GAD Process: Eyeblaster Training September, 17 2009

2. Overview • This deck is designed to capture the production, trafficking, and reporting considerations for campaigns using Eyeblaster to traffic rich media – in particular, BIEB. • Included are: • Production Considerations • Trafficking Workflow Summary • Data Collection & Reporting

3. Will Eyeblaster be used in your Market? The decision of whether to use the Eyeblaster (EB) version of media or standard flash file is a local decision. If adopted in your market, Eyeblaster will issue local credentials to WUN subs to access their local accounts.

4. Standard workflow

5. Eyeblaster workflow

6. Production

7. Assets In addition to the usual delivery of files thru the Xinet system (swfs, FLAs, fonts, etc), the creative agency will also deliver the following: • EBC file. This handles all of the Eyeblaster settings and has the FLAs contained in a single package. • EBS file. This will allow you to upload the ad to your local Eyeblaster account without editing the Flash files. • Eyeblaster preview of the original ad. This will allow you to see how it should function. ProjectLogosSmartV_300x250 (Ad ID: 1872264)

8. Are Flash edits needed? If no: Edits can be done using the Eyeblaster’s Smart Versioning tool. Smart Versioning is an online tool that will not require you to purchase fonts or recompile Flash. Edits to both copy and images can be done within the tool. Note: If you need to change the publisher’s specs or make fundamental animation changes you will need to edit the Flash. This method will be explained below.

9. Smart Versioning

10. Smart Versioning To localize your ad: • Download the EBS file from Xinet. • Log in to the Eyeblaster platform at www.eyeblasterwiz.com • Select the “Creative” tab at left and click “Create Ad from Bundle.”

11. Smart Versioning • Browse to your EBS file and then click “Upload Bundle and Create Ad” • In your ad list you should see a new ad at the top (may need to refresh the list). You can note the Ad ID number for later. • Double click to edit and then proceed to the “Smart Versioning” tab.

12. Smart Versioning 7) Double click on any of the items you want to edit, make your changes and press “Apply”. 8) When all edits are done, click “Save” and we’re done.

13. Are Flash edits needed? If yes (resizes, market specific edits): Local sub can open the EBC file with all needed assets and edit in Flash using the Eyeblaster Workshop to preserve all of the settings. Finished assets can be previewed locally and uploaded directly to the Eyeblaster platform from Workshop.

14. Trafficking

15. Responsibilities Before the Ads can be assigned to specific placements by UM, WUN teams must: • Complete RIO Preparation • Enter Naming Information • Enter Destination URLs • Provide AD ID to UM Before tags are delivered to publishers, WUN teams must QA the assets against the publisher specs.

16. Rio Preparation The Microsoft RIO Integration involves sending specific “cell code” information to an Atlas tag and to a Microsoft tag for their tracking purposes. The implementation is accomplished by the integration of two custom scripts. • The first script msft_interaction.js was developed by Eyeblaster and utilizes some of our custom event handlers. Specifically, it uses our onHandleInteraction event which is triggered every time an interaction is triggered. The script checks to see if the interaction triggered in the list of RIO interactions (see above). If it is, it sends tracking information to an Atlas tag and the Microsoft tag. The information sent is Interaction, Placement ID and Cell Code. • The second script RioTracking2_Rmt.js was developed by Microsoft and is a JavaScript library we use to make the calls to the two tracking tags.

17. Rio Preparation

18. Rio Preparation Ad tag modification: <script> vargstrEbPreLoadScripts = "msft_interaction.js"; </script> <script src="http://bs.serving-sys.com/BurstingPipe/adServer.bs?cs=1&cn=rb&c=22&pli=944351&PluID=0&w=300&h=250&ord=[timestamp]"></script> <noscript> <a href="http://bs.serving-sys.com/BurstingPipe/BannerRedirect.asp?FlightID=944351&Page=&PluID=0&Pos=9272" target="_blank"><imgsrc="http://bs.serving-sys.com/BurstingPipe/BannerSource.asp?FlightID=944351&Page=&PluID=0&Pos=9272" border=0 width=300 height=250></a> </noscript>

19. Naming Conventions Recommended Eyeblaster naming conventions as will be reflected in reporting: • Campaign Name • Placement Name (Section Details) • Ad Name • Panel Name • Video Asset Name Campaign Name CountryCode_ CampaignName_Details UK_ itPro_FirstRelease Placement Name CountryCode_CampaignName_Site_Dimensions UK_itPro_MSN_300X250 Ad Name CountryCode_CampaignName_CreativeName_Dimensions UK_itPro_Product_300X250 Panel Name CreativeName_PanelName Product _Panel1 Video Asset Name CountryCode_CampaignName_VideoName_Length UK_itPro_Promo_30 We are holding on Eyeblaster recommended naming conventions until we confirm compatibility with Atlas / RIO reporting.

20. Where does the URL go? Two tabs back from Smart Versioning you will find “Actions and Tracking”. Open this tab and you will find the default clickthrough URL. 3rd party tracking can also be done from here.

21. Hand off to UM Instead of packaging files, building instructions and URLs, all that would need to be delivered is an Ad ID number. All asset QA and verification can be done on the Eyeblaster platform.

22. Hand off to UM Where do I find the Ad ID number? Log in to the Eyeblaster website. Select the “Creative” tab on the far left and then click on “Ads.” You will see a full listing of all ads in your account. Your Ad ID number is available here. 3 1 2

23. Ad QA – overview QA is handled through the Ad Campaign Manager (ACM). QA is done on two dimensions: • General preview – to check the expected behavior of the final ad on websites (expansion, close, clickthrough etc.) • Assets preview – to check proper setup and functionality of each asset (default image\flash, rich, panels, video etc.)

24. QA on ACMStart with the ad preview Preview the ad

25. QA on ACMStart with the ad preview Check the ad’s general behavior and functionality using the interactions monitor. In this example we see the click command triggered.

26. QA on ACMPreviewing the assets Edit the ad (or right click and then Edit)

27. QA on ACMPreviewing the assets Preview the default image: Check that the image dimensions match the ad dimensions and its size in KB Preview the default flash asset: See next slide Check that default image/ flash size doesn’t exceed publisher spec

28. QA on ACMPreviewing the assets Interactions monitor is available here. All asset sizes, types and frame rate info are listed here.

29. Publisher Specs If you need to create a lowest common denominator spec for your region, Eyeblaster has a Publisher Spec tool available. This is found in the “Tools” tab under “Search Specs.” Select your sites from the list and then click “View Specs.” You will be presented with a web version showing each individual spec in a column and also a LCD column. You also have the option to download as an XL document.

30. Publisher Specs

31. Reporting

32. A couple of particulars . . . Atlas Reporting - both Atlas click tags and post-click "conversion" tagging will function normally and data will be retrievable from atlas. RIO Reporting - Eyeblaster has worked with RIO team to implement minor adjustments to allow for standard RIO reporting.  RIO team also working to import behavioral data from Eyeblaster so ALL data from Eyeblaster would be available in RIO.

33. Eyeblaster Reporting

34. Sample Report

35. Fin