Collective Video is Video

Disruptive tech adoption

-20%

100%

80%

60%

40%

20%

0

103%

22%

8%

-22%

MOBILE COMPUTER TELEVISION NON-SCREENS

Since 2008 US consumers have added 12 days of

screen time per year—a whole vacation

Source eMARKETER, UNSURE OF DATE?

TV is very much still the primary screen

TV SPEND AS % OF TOTAL MEDIA BUDGET

TOTAL TV SPEND

$5B

$4B

$3B

$2B

$1B

0

$6.1B

$6B

$4.6B

$3B

$1.7B$1.5B

70%

60%

50%

40%

20%

0

80%

83%

68% 68%

66%

62%

AUTO CPG PHARMA RETAIL FINANCIAL

Auto advertisers‘ spend on TV is 4x

their spend on digital, radio, print,

outdoor put together

Source eMARKETER, UNSURE OF DATE?

Brand Advertising spend doesn’t align with where consumers are spending their time

WEEKLY TIME SPENT (16 – 54 : HOURS )Source eMARKETER, APRIL 2012

15 HOURS

10 HOURS

5 HOURS

0

INTERNET MOBILETELEVISION AUDIO

4 HOURS 5 HOURS

6 HOURS

8 HOURS

10 HOURS

13 HOURS

NEWS PAPER MAGAZINES

OPPORTUNITY • Mobile Rivals TV and Computers for Time

Spent

REMAINING CHALLENGES

• Few mobile solutions focus on the needs of brands

• Mobile point solutions are another silo

• Audience data is scarce

• Cross-media coordination is a difficult

But brands are recognizing the value of mobile screens

eMarketer – Marketers are using mobile about equally for branding and direct response – reflecting a broad acceptance of mobile as a vehicle for branding

$83

28% 30%

PURCHASE INTENT

36% 51%

DIRECT RESPONSE

61% 52%

BRAND AWARENSS

64% 63%

TRAFFIC DRIVING (CLICKTHROUGH RATE)

68% 54%

BRAND ENGAGEMENT

Source: ValueClick Media, “Advertiser Survey 2012,” Fed 29, 2012

Methods Used by US Marketers to Measure the Performance of Their Mobile and Video Campaigns Dec. 2011

VIDEO

MOBILE

% of respondents

Opportunity: This disruption and changing behaviors is creating unprecedented opportunity

AUDIENCES ARE FOLLOWING SIMPLE RULES

• Multi-Screen viewing behaviors are increasing• Daily and weekly multi-screen viewing consistent• Less TV watching, means more multi-screen

opportunities

COMPUTER AT HOME

TELEVISION AT HOME

ONLINE, THROUGH THE INTERNET

ON ANY DEVICE

32

10

17

16

16

9

27

11

18

17

19

8

24

10

9

27

17

11

% GLOBAL ONLINE AVERAGEMore than once a day

Once a day

A few times a week

Once a week

Less than once a week

Have not watched video on

this device in the past 30 days

Video is video no matter what screen

Video will be the fastest-growing mobile ad format this year, boosted by tablet viewers

© 2012 eMarketer, Inc.

US MOBILE AD SPENDING GROWTH, BY FORMAT 2010-2016

% change

2010 2011 2012 2013 2014 2015 2016

Display 152.4% 108.3% 102.0% 79.4% 55.0% 44.1% 33.6%

-Video 132.4% 132.4% 122.1% 98.1% 76.5% 56.4% 43.3%

-Rich Media 2,452.2%

947.0% 103.0% 78.1% 55.5% 44.2% 33.7%

-Banners 132.0% 11.8% 95.0% 74.6% 46.4% 38.5% 28.4%

Search 204.3% 157.8% 96.0% 72.4% 50.9% 37.1% 26.1%

SMS/ MMSP2P Messaging

11.0% -1.1% -9.5% -0.9% -2.9% -3.1% -4.7%

Total 85.0% 88.5% 80.0% 69.0% 50.0% 39.0% 29.0%

Mobile Data 101: What’s available today

(Add Graphics to illustrate each)

Mobile Data :

• Geo/ Targeting Segmentation Scheme• Publisher Data• Leveraging IP Address

Leveraging Audience Targeting Strength for Mobile

Online Audience Targeting

Geography

Demographics

Context

Geography• ZIP code – IP address-based• ~5,000 online audience per US ZIP• Chosen based on high composition of

target, eg “Luxury Auto Buyer”

Demographics• Demographic data comes from publisher

registration records• Presence of users in particular demos

creates additional signal for model (eg Luxury Auto Buyers correlate to Men, $150k+ HHI)

Demographics• Demographic data comes from publisher

registration records• Presence of users in particular demos

creates additional signal for model (eg Luxury Auto Buyers correlate to Men, $150k+ HHI)

Leveraging Audience Targeting Strength for Mobile

ONLINE AUDIENCE TARGETING

Geography

Demographics

Context

Final Segment

MOBILE AD SERVER

API BRIDGE

Geography/Demo/Context from Collective

Daypart

Device

Mobile Creative 101

Mobile Creative is challenging

-Most people just create something for the web and move

it over, not ideal

-Self Service platform tools like medialets do it well

-Creative is more important in a tablet environment, aids

brand awareness

31 percent of survey respondents said they saw a trailer on their mobile phone in the past six months, and when asked whether they viewed ads before trailers, 83 percent said they had with 61 percent watching the ad to the end in order to get to the trailer.

Mobile Creative 101

Vertical Success

Entertainment Ads typically introduce new releases with the goal of building awareness and driving ticket sales.

• Expandable ad formats represent 66% of all entertainment ads

• 69% of entertainment ads were smartphone ads.

• Components most often used include:

• video (60%)

• photo gallery ( 33%)

• games (33%)

• Get tickets (42%)

• Social buttons (25%)

• Engagement is high for games (17%) and video (12.4%).

Footloose

Footloose

Footloose

Targeting - Case Study: HTC

• Major HTC device launch Q2 2012

• Used TV Accelerator to identify brand target on TV, PC and Tablet

• Delivered video and display across screens

Cross-Screen Impact: Purchase Intent

CONTROL

TEST

16.5%

9.0%

PURCHASE INTENT

VIZU N = 221

83% LIFT

Collective delivers winning multi-screen strategy for leading U.S. cookie brand

• Re-brand and re-launch cookie company product• Increase overall awareness• Drive purchase intent• Use video to heighten interest

• Moms on the go• Always on approach • Every hour of the day • Reach them across all of their devices

Measurement: Vizu & DimeStore

Goals

Target

Reccomendation

Day part - Case study : Cookies Inc.

• Banner

• Video Pre-Roll

• Targeting for Oreo Fudge Creme’s

Audience

• Mom focused Content Channels

• Daypart target with Mobile Video to reach

mom’s when they are most likely to be

engaged

Collective delivers winning multi-screen strategy for leading U.S. cookie brand

• Re-brand and re-launch cookie company product• Increase overall awareness• Drive purchase intent• Use video to heighten interest

• Moms on the go• Always on approach • Every hour of the day • Reach them across all of their devices

Measurement: Vizu & DimeStore

Goals

Target

• 16.4% overall campaign lift

• 17.4% online video lift

• 15.9% overall lift in display

• 81% mobile lift

Results

Case study : Cookies Inc.

EXECUTION:

Collective selected for its sophisticated offering with intelligent targeting across multiple screens

6:00 am - 9:00

am

4:00 pm - 8:00

pm

6:00 pm - 11:00

pm

Case study : Cookies Inc.

Select what you need to best drive marketing goals

Audience Targeting (Behavior, TV viewing,Demo, Geo, etc.)Display, Rich Media, Pre-Roll, Video, etc.Multi-Screen (Online, Tablet, Smartphone, connected TV, etc.)

Rich Media units (Select best experiencePer multi-screen target)

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Collective Video is Video