USER GUIDE

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The fastest, most comprehensive competitive ad
monitoring service on earth
USER GUIDE
CONTENTS PAGE THE APPLICATION 2 SEARCH
CRITERIA 5 RUNNING A CREATIVE SEARCH 6 PAGE
VIEWS 8 SITE LISTS 9 AD DETAILS 10 RUNNIN
G A SCHEDULE REPORT 11 EXCEPTION
REPORTING 13 SAVING A SEARCH 14 E-MAIL
ALERTS 15 METHODOLOGY 16 TROUBLE
SHOOTING 18
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THE APPLICATION
Minimum requirements IBM compatible Access to
the Internet IE5 recommended Display 800x600
(minimum) 1024x768 (recommended)
OVERVIEW Clients have unlimited access to
Xtremes e-Netwatch service through its website,
which is accessed at the following
URL http//www.enetwatch.com Each user is
issued with a unique username and
password. Clients purchasing limited categories
will only have access to those categories
bought. The reporting server is updated daily
with the latest information reports can be run
against the entire archive or new ads (i.e. ads
from the most recent daily update). Adverts will
only be reported upon once a brand and advertiser
have been attached. Unbranded adverts are dealt
with by a dedicated team who research a brand
name.
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THE APPLICATION
Once you have entered your login details, you
will be presented with the main search screen.
Click SEARCH to start running a report.
Click CLEAR to clear search criteria before
running a new report.
Two types of reports are available CREATIVE
SEARCH or a SCHEDULE. The SCHEDULE has different
reporting options, which will appear once it has
been selected, including EXCEPTION REPORTS.
Click DATE RANGE to select months when using the
full archive, otherwise the report will run
across the whole database.
Reports can be run against the FULL ARCHIVE or
NEW ADS (i.e. ads loaded onto the system that
day). If you choose the FULL ARCHIVE, remember to
set the date range.
Once a COUNTRY is selected, only those SITES
within that country will appear on the site list
- this can speed up single site selection.
Once a SITE SECTOR is selected, only sites in
that sector (e.g. News, Portals, etc.) will be
displayed.
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THE APPLICATION (cont.)
Once a CATEGORY or categories are selected, the
only Sub Categories, Product Groups and
Advertisers shown are those attached to the
selected Categories - this can speed up single
advertiser selection.
SUB CATEGORY and PRODUCT GROUP can only be
selected after CATEGORY.
Reports can be run by ANY FILE TYPE, or by
selected formats e.g. Flash, Gif, Jpeg.
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SEARCH CRITERIA
TIPS FOR SEARCH CRITERIA 1) The application has
filtered, multiple search facilities. If nothing
is selected, the search criteria defaults to all
advertising. 2) Using the filters will speed up
the selection of single advertisers. For example
the search shown opposite has only brought back
Cars advertisers. 3) Prior to running a report,
search criteria can easily be changed. For
example, by de-selecting Automotive and Cars in
the search criteria opposite, a report can be run
against all Toyota advertising. 4) For users
taking all categories, it is advised that you
refer to a copy of Xtreme Informations Category
List when searching for specific Sub Categories
or Product Groups. .
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RUNNING A CREATIVE SEARCH
The Creative search report shows Ad Masters which
are new creative executions. Therefore an Ad
Master that first appeared in April 2000 and ran
continuously until June 2000 will only be
reported under April 2000.
Example Entering a Creative Search for
Microsoft Software Ad Masters in Q3 2000.
TO RUN A CREATIVE REPORT 1) CLEAR ANY PREVIOUS
SEARCH CRITERIA 2) UNDER REPORTS CHOOSE CREATIVE
3) CHOOSE EITHER FULL ARCHIVE OR NEW ADS 4)
ENTER FULL SEARCH CRITERIA 5) SCROLL BACK TO THE
TOP OF SEARCH CRITERIA AND CLICK SEARCH REPORT
FORMAT Results are shown with ten ads to a page.
TO PRINT Page views (i.e. ten ads per page) can
be printed. Select page to be printed. Move the
mouse to the frame showing the ads. Right click
and choose the Print option. Print only the
selected frame.
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RESULTS OF A CREATIVE SEARCH
Example Results of a Creative Search for
Microsoft Software Ad Masters in Q3 2000.
TIPS FOR CREATIVE SEARCH 1) The creative search
is the best method for seeing which Ad Masters
were used by a particular advertiser, on
specific sites, or within small product groups /
sub-categories of advertising. It is not the most
useful report for looking at categories or
countries. For example, if the creative search
opposite had been run against all software
advertisers, the result would have been 300
adverts across 30 pages. 2) If a creative search
is run for one advertiser across different
territories, you may find it useful to sort ads
by country, rather than by advertiser.
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PAGE VIEWS
To view Page Views click on the hyperlink PAGE to
the right of the advert. Each Ad Master on
e-Netwatch is supported by the ability to
reproduce the first page the ad was monitored on.
This provides an idea of placement. Page Views
can be accessed through the creative search, and
also through the creative link schedule
report. The e-Netwatch server holds all pages
visited (approx. 18,000 each day).
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SITE LISTS
To view Site Lists click on hyperlink SITE to
the right of the advert. Each Ad Master will
provide a site listing showing the first and last
monitored date by page, plus an editorial
classification of each page. If you need to see
whether advertising was continuous throughout the
period shown, a weekly schedule can be run.
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AD DETAILS
To view Ad Details click on the hyperlink DETAILS
to the right of the ad. Each Ad Master will show
the details entered by the monitor which include
a headline, translation (since March 2000), a
short description of the advert and the branding
details.
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RUNNING A SCHEDULE
The Schedule Report shows all Ad Masters aired
during a specified time period. Therefore an Ad
Master that first appeared in April 2000 and ran
continuously until June 2000 will be reported
throughout that period. Results from a schedule
can be shown at either a weekly, monthly,
quarterly or yearly level. Two schedule formats
are available. One has a creative link, with a
click through from the schedule results to the
banner creative. The other format has no creative
link, but allows the user to copy and paste the
results into Excel.
TO RUN A SCHEDULE REPORT 1) CLEAR ANY PREVIOUS
SEARCH CRITERIA 2) UNDER REPORTS CHOOSE
SCHEDULE 3) DE-SELECT SCHEDULE REPORTING CRITERIA
NOT REQUIRED 4) DE-SELECT
CREATIVE LINK IF NOT REQUIRED 4) CHOOSE EITHER
FULL ARCHIVE OR NEW ADS 5) SELECT RESULTS IN
EITHER WEEKLY, MONTHLY, QUARTERLY OR YEARLY
BLOCKS 6) ENTER FULL SEARCH CRITERIA 7) SCROLL
BACK TO THE TOP OF SEARCH CRITERIA AND CLICK
SEARCH REPORT FORMAT Schedule will show all
reporting criteria selected. Schedules run with
a creative link show a shaded button. Click on
this to view creative ads. TO PRINT Schedules
can be printed from the screen, but this is not
advised since formatting will be lost. Print
schedule results by de-selecting creative link,
and pasting into Excel spreadsheet. TO COPY AND
PASTE INTO EXCEL Move the mouse to the frame
showing the schedule. Right click and choose the
Select All option. Right click again and select
Copy option. Switch into Excel spreadsheet and
select Paste. While the extract is still
highlighted, go to Format on the Excel toolbar,
select Autoformat, and select Classic 1.
Example Entering a Schedule Report for
Automotive Ads in the UK in Q3 2000.
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RESULTS OF A SCHEDULE
Example Results for a Monthly Schedule Report
for Automotive Ads in the UK in Q4 2001.
TIPS FOR SCHEDULE REPORTS 1) The schedule report
is the best way to review advertising activity
across a period greater than a month. 2) If a
schedule report is run against a single category,
sub category, product group, country or site,
those reporting options could be de-selected. 3)
A creative link schedule is a useful way of
reviewing weekly, monthly, quarterly or yearly
advertising by site, country or advertiser - but
only the reporting options can be pasted into
Excel, i.e. not the shaded buttons. 4) If a
schedule report is run across a time period
greater than 3 months, expect the report to take
a minute or so to run.
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EXCEPTION REPORTING
The Exception Report allows the user to see which
brands were not carried by a specific site, but
were carried by other nominated sites. The user
first selects the site(s) that the exception
report will run against, (i.e. the excluded site)
and then selects a list of nominated sites or
countries. For example, an exception report could
show all American ads not running on yahoo.com.
For this report, yahoo.com would be selected as
the excluded site, and the report would run
against the USA. The report could also be more
specific, e.g. showing brands not running on
yahoo.com but running on excite.com. In this
case, yahoo.com would be selected as the excluded
site, and the report would be run against
excite.com.
TO RUN AN EXCEPTION REPORT 1) CLEAR ANY PREVIOUS
SEARCH CRITERIA 2) UNDER REPORTS CHOOSE
SCHEDULE 3) DE-SELECT SCHEDULE REPORTING CRITERIA
NOT REQUIRED 4) DE-SELECT CREATIVE LINK IF
NOT REQUIRED 4) CHOOSE EITHER FULL ARCHIVE OR NEW
ADS 5) ENTER EXCLUSION CRITERIA 6) ENTER FULL
SEARCH CRITERIA 7) SCROLL BACK TO THE TOP OF
SEARCH CRITERIA AND CLICK SEARCH REPORT
FORMAT An exception report schedule will show
all reporting criteria selected. Schedules run
with a creative link show a shaded button. Click
on this to view creative ads. De-select the
creative link to cut and paste results into
Excel. TO PRINT Schedules can be printed from
the screen, but this is not advised since
formatting will be lost. Print schedule results
by de-selecting creative link, and pasting into
Excel spreadsheet. TO COPY AND PASTE INTO
EXCEL Move the mouse to the frame showing the
schedule. Right click and choose the Select All
option. Right click again and select Copy option.
Switch into Excel spreadsheet and select Paste.
While the extract is still highlighted, go to
Format on the Excel toolbar, select Autoformat,
and select Classic 1.
Example Entering an Exception Report to show
American brands not carried by yahoo.com
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SAVING A SEARCH
Search criteria can be saved against an
individual log-in name. Both the search criteria
and the reporting criteria will be saved.
Example Saving a creative report for all new USA
ads.
TO SAVE A SEARCH 1) ENTER SEARCH CRITERIA 2)
CLICK SAVE YOUR SEARCH BUTTON 3) ENTER QUERY
TITLE 4) CLICK SAVE (NEXT TO QUERY TITLE) TO RUN
A SAVED SEARCH 1) CLICK SAVE YOUR SEARCH
BUTTON 2) HIGHLIGHT SAVED QUERY 3) CLICK RUN
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E-MAIL ALERTS
An e-mail alert can be set up, which delivers all
the new banners you are interested in direct to
your desktop each morning. The alert lets you
view the creative and the ad details (e.g. brand,
advertiser, etc) direct from an HTML e-mail. If
your e-mail application doesnt support HTML you
will receive a list of new ads and a hyperlink to
the e-Netwatch site where the ads and their
details can be viewed.
TO SET UP AN E-MAIL ALERT 1) CLICK ON EMAIL
ALERT BUTTON. 2) IF YOU ARE NOT ALREADY LOGGED
IN, LOG-IN. 3)CLICK ON NEW BUTTON 4) ENTER
SEARCH CRITERIA 5) CLICK SAVE ALERT BUTTON 6)
ENTER ALERT NAME 7) ENTER E-MAIL ADDRESS
DETAILS 8) SELECT EITHER HTMLOR STANDARD
ALERT 9) CLICK CONFIRM
Example HTML E-mail Alert for New UK Ads.
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E-NETWATCH METHODOLOGY
The e-Netwatch web monitoring system was
developed internally at Xtremes Newcastle
office, beginning in May 1999. System components
include the GIAnT Database (Data Collection, Data
Comparison Data Storage), Page Capture System,
Internet Monitoring System, Internet Branding
System and the e-Netwatch website. Xtremes
Database Reporting System has also been adapted
in order to produce e-Netwatch creative reports.
DATA COLLECTION A bank of PCs are divided into
virtual machines and connected to the Internet.
They are programmed to visit specific pages
within web sites. Throughout a 24-hour period,
they continuously visit/download the HTML from
web pages and extract all image files e.g. GIF,
Jpeg, Bitmaps, etc. e-Netwatch monitors pop-ups
and Flash banner advertising, and work is
underway to collect other rich media formats.
DATA COMPARISON A second bank of PCs compares
downloaded images against an archive held in the
server. Each downloaded image (static moving)
is then digitally compared to images already held
in the archive. The system digitally recognises
images that have been collected previously and
new images are flagged and sent through to the
monitoring system. The server stores every page
downloaded. It will hold over one years worth of
data prior to archiving.
MONITORING BRANDING A dedicated team of
multi-lingual e-Netwatch Monitors analyses all
new images. They must first decide whether an
image is an advert, not an advert or a sponsored
advert. Only 25 of images they see are adverts,
and 15 of adverts are static (e.g. buttons).
The Monitors enter a headline, brief description
and summary translation (where appropriate) for
each advert. They then attribute an advertiser
and brand if no suitable brand exists on the
database, it is researched and entered by the
Branding team. Ads are only uploaded to the
e-Netwatch website once they have an advertiser
and brand. Quality control of monitored ads is
done on a daily basis regular spot checks on
branding are also carried out.
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E-NETWATCH METHODOLOGY
SELF ADVERTISING e-Netwatch does not report on
self advertising. So for example, an advert for
Yahoo! on yahoo.co.uk would be classified as
Site Related and would not appear on the
e-Netwatch website.
E-NETWATCH PAGES As web advertising becomes more
targeted, e-Netwatch is in the process of
expanding coverage for sites so that all relevant
hyper-links from the home page are monitored.
e-Netwatch was designed to be flexible. Clients
may wish to monitor additional pages or
additional sites to ensure that all targeted
advertising is covered. Specific word searches
can also be added at the request of a client.
PAGE VISITS Tests were carried out with page
tracking at intervals of 2 minutes, X 24 per day,
X 12 per day and X 4 per day, and the number of
adverts within rotations was researched.
Following the analysis of the results, a decision
was taken to provide weekly reporting each
standard page on e-Netwatch is currently
monitored 28 times per week, so that all
rotational advertising is tracked. Internet ads
have a long life, and daily monitoring would be a
waste of system resources.
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TROUBLE SHOOTING
Help Desk 44 (0) 191 203 1000 Contact
Sonia Malton 1. CANNOT OPEN THE E-NETWATCH
WEBSITE Check that you are using the correct URL
which is http//www.enetwatch.com. If you still
get a message that a connection with the server
cannot be established, this may be because the
web server is down. Call the Help Desk. 2. CANNOT
LOG ONTO E-NETWATCH Check that your
login/password are correct and still valid. If
your login name and username disappears, this
means that you have entered invalid information.
Call the Help Desk. 3. REPORT IS TAKING A LONG
TIME TO RUN Schedule reports are slightly faster
than creative search reports. However, a large
report will take some time to run. For example, a
creative search on all new ads should take less
than 20 seconds, but a creative search on all
On-Line ads across one month (typically bringing
back over 6,000 ads) will take approximately 1
minute to run. Across 3 months (bringing back
over 18,000 ads) the report will take
approximately 3 minutes. If reports are taking
longer than normal to run, it may be because the
traffic to the server is exceptionally heavy, or
that the internet connection you are using is
slow. Do not click SEARCH more than once, since
this will stop and restart the search on your
machine and send multiple requests to the web
server thereby slowing the process down. 4.
CANNOT RUN REPORT - MESSAGE SAYING CGI ERROR
APPEARS The connection to the server has been
terminated. This may be because the web server is
being updated with new ads, or the server has
gone down. Try running the report again. If the
same message appears, call the Help Desk. 5.
CANNOT RUN REPORT - RETURNED TO LOG IN Your
log-in connection has been compromised by someone
else using your details. Ensure that no-one else
is using your username and password. 6. REPORT
DOES NOT RUN - MESSAGE SAYING TIMED OUT The
connection to the server has been terminated, or
the report may be too large. Check report
parameters and try running the report again. If
the same message appears, call the Help Desk. 7.
PAGE VIEWS DO NOT WORK e-Netwatch Page Views do
not work on Netscape browsers. Check that you are
logged in on Internet Explorer.
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TROUBLE SHOOTING
Help Desk 44 (0) 191 203 1000 Contact
Gordon Rowell 8. HOW CAN I MAKE A COPY OF AN
ADVERT THEN VIEW IT AS AN ANIMATED IMAGE? Right
click on the advert and save it to a disk drive.
To open the advert in a browser, go into Internet
Explorer and click on FILE in the top left hand
corner and then OPEN. Click on BROWSE. At the
bottom, set the Files of type box to GIF files
(it defaults as "HTML files"). Browse to the
folder where you saved the advert, and open. 9.
HOW CAN I E-MAIL A COPY OF AN ADVERT? Right click
on the advert and save it to a disk drive. E-mail
the ad as an attachment, and ensure that the
recipient knows how to open the advert within a
browser. 10. IS IT POSSIBLE TO DOWNLOAD
E-NETWATCH RESULTS ONTO A CD WITHOUT LOSING THE
AD DETAILS? Xtreme does have an application that
can transfer the results of a creative search
onto a CD. Call the Help Desk for
information. 11. HOW CAN I PRINT THE RESULTS OF A
REPORT? Information on how to print creative
searches and schedules is included within the
user guide. If you are having problems, call the
Help Desk. 11. HOW CAN I FIND OUT THE
CLICK-THROUGH LINK OF AN ADVERT ON
E-NETWATCH? e-Netwatch doesnt monitor the
click-through link of an advert. The only way to
find this out would be to find the advert on a
live web-site. 12. WHICH SUB CATEGORIES AND
PRODUCT GROUPS ARE LINKED TO WHICH
CATEGORIES? Xtreme issues a Category List that
can be e-mailed to e-Netwatch users for
reference. Call the Help Desk for a copy. 13. I
DONT UNDERSTAND THE BRAND ATTRIBUTION OF A
PARTICULAR ADVERT Monitored ads on e-Netwatch go
through a QC process, but occasionally a mistake
will be made, or branding changes may be made.
Call the Help Desk for further information. 14.
WHAT ARE TEASER ADS? When an Internet advert does
not provide enough information to select the
brand (and thus advertiser), these ads are
branded within the Category Teaser. The Teaser
Category is divided into product groups to enable
better analysis of the data.
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