Data-Driven Ad Targeting Strategy: Cricket

About Magnetic

• Magnetic is the leader in search retargeting – 1st company to focus 100% on search retargeting

• Digital advertising = $40B* Market– Display is expected to triple by 2016 - $27B**– Data fuels growth/return of display ads

• Two thirds of digital advertising dollars are spent on search today– The percentage spent on display is forecast to grow over the next 5 years– Limited scale in SEM

• Only 4%*** of time online is spent on a search site– 96%*** of time is spent hanging out on sites with display advertising

• Magnetic is capitalizing on the success of search and the growth in display– Search retargeting uses what you searched for to power display ads on sites you visit

*eMarketer, 2012 **Forrester Research Interactive Marketing Forecasts, 2011-2016***OPA Internet Activity Index, Nielson Online Data, Jan-April 2010

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More than 43% of searches come from non-search engines

Access to non-search engine data is KEY

13 Billion Searches Monthly(beyond search engines)

Data Beyond Search Engines

Understand Your Search Experience

1 What was your last search?

2 Where did you initiate the search?

3 What site did your search lead you to?

4 Did you search again?

Wireless plansCricket ZTE Chorus

Retargeting Opportunity

Initial search Consideration Phase Revised Search

Wireless plans ZTE Chorus

Retargeting Opportunity

Product/Brand research, reviews, prices

The Solution: Search Retargeting

USER SEARCHESFor “phone plan”

or “Cricket phones”

CONSIDERS OPTIONSCricket, Verizon,

T-Mobile

SEES TARGETED ADfor Cricket while in

consideration mode

USER CONVERTSVisits mycricket.com, signs up for Cricket

mobile plan

1

PHONE

1 2 3 4

Search retargeting focuses on targeting customers with display advertising based on user search history

Search Retargeting SuccessPushing consumers through the sales funnel

with search retargeting

CAMPAIGN DETAILS: $100k for two months

CAMPAIGN RESULTS:

• Beat the client’s goal of $100 CPA with a $92 CPA

• Generated over 1,000 conversions• Achieved a 20:1 ROI, reaching over $1.7M

in revenue Wee

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$50

$100

$150

CPA

$100

CAMPAIGN BACKGROUND: A mobile provider focused on driving new 2-year service contracts. To reach relevant consumers, the advertiser targeted users that previously searched for terms related to their competitors as well as keywords relevant to their own brand.

Goal

Actual CPA

Intent-Based Data Strategy

$500KBudget

Conquesting

Brand ExtensionDynamic

Creative

T-mobile

Wireless plans

• Drive new customers through innovative keyword level targeting

• Reach customers that have signaled intent through key brand terms

• Couple site retargeting with Magnetic’s search retargeting offering to re-engage customers based on site and search behaviors

Brand ExtensionUsing Magnetic, Cricket will reach consumers in-market for their products and services

Keyword Examples

Cricket phonesCricket plans

Cricket coverageMuve Music

Keyword Examples

Phone plansCell phonesDroid plans

Smartphones

BRAND CENTRIC

BRAND INDICATORS

Competitive StrategyWireless competitors are everywhere. With Magnetic, Cricket has an opportunity to reach their clientele and attract customers interested in its core competition.

• Target customers searching for competitive keywords

• Increase mindshare through conquesting

• Penetrate new markets with a competitive footprint through the combination of conquesting and geo-based search retargeting

Keyword Examples

Verizon phone plansSprint phonesT-Mobile plans

AT&T plans

BRANDCOMPETITORS

Dynamic CreativeSearch retargeting combines the intent of search with the creative opportunities and scale of display

•Layer specific ad messages & creative over the highest form of intent•Support various campaigns and promotions with dynamic creative

Cell phone planSmartphonesMuve MusicBroadband plan

Cell phone planCell phonesSmartphonesBroadband plansT-Mobile planBlackberry Verizon calling planCheap phone plansCricket phone planMobile phone planCricket ZTE ChorusMetroPCS phonesCalling plansCell phone reviewsBest cell phonesAT&T phone plansVerizon phonesSprint smartphonesBest smartphonesVirgin Mobile phone planAffordable phone planPay as you go phoneSmartphone plansBoost MobileCell phone planCell phonesSmartphonesBroadband plansT-Mobile smartphonesBlackberry phonesVerizon phone plansCheap calling plansCricket calling planMobile phone planCricket ZTE ChorusMetroPCS phonesCalling plansCell phone reviewsAT&T cellphone plansVerizon smartphonesSprint phonesBest cell phonesVirgin Mobile Affordable calling planCell phone pay goSmartphone plansBoost Mobile phonesCell phone planCell phonesSmartphonesBroadband plansT-Mobile smartphonesBlackberry phonesVerizon phone plansCheap calling plansCricket calling planMobile phone planCricket ZTE ChorusMetroPCS phonesCalling plansCell phone reviewsAT&T cellphone plansVerizon smartphonesSprint phonesBest cell phonesVirgin Mobile Affordable calling planCell phone pay goSmartphone plansBoost Mobile phones

Optimization by keyword or keyword type Search patterns, recency of search Audience segment optimization Detailed keyword analysis-relationships

Cell phone planVerizon calling planCricket ZTE ChorusT-Mobile smartphonesMetroPCS phonesCricket calling planBest cell phonesBoost Mobile T-Mobile smartphonesCheap calling plan

Keywords Highest Performing Keywords

Data-Driven Opportunities

Closing Remarks

• Estimated 1.2 Billion searches related to

consumer electronics/year**

• 93% of all buyers, online or in-store, use

search***

• In 2011, more than $1.1 Trillion in retail

sales were attributed to “web-influenced” purchases***

• In 2015, Americans will spend $1.8 billion on mobile devices*

*BBDO, Proximity & Microsoft’s Meet the Screen, 2010**comScore, December 2011***GroupM Search & Kantar Media Compete, October 2011