Custom Native SolutionsJune 2015

Purch Optimized Pages#1 Optimal Strategy for T-Mobile Partnership

Why Purch Optimized Pages

• We’ve heard our partners and built Optimized Pages, a new product dedicated to delivering our partners’ messaging to the marketplace in an authentic and credible manner.

• We’ve drawn inspiration from one of the most notable web design evolutions of this decade, Responsive Design – a philosophy that most companies have adopted over the past few years in order to better improve their consumers’ user experiences.

• Optimized Pages are a digital experience that brings intenders further down the purchase funnel quickly and seamlessly, while engaging with our content and our brands.

• By introducing this new clutter-free environment, we are able to drive more revenue for our advertising partners.

Optimized Pages OverviewA User-Centric Approach That Delivers Targeted Messaging to Drive Powerful Results

Best Wireless Carriers 2015Features• We strip product content pages that are highly

relevant to your messaging of all standard ad formats and non-essential site navigation

• Editorial content stays the same but receives a cleaner, uncluttered presentation. Product images and pull quotes get better cleaner presentation

• Your highly relevant messaging gets natively integrated into the flow of content where the user was organically seeking information

Benefits• All distractions are removed from page providing a

better experience for the user and assuring higher engagement

• Your promotions directly relate to what the user was looking for and therefore add value to the experience, resulting in many times the engagement standard ads capture

Best Wireless Carriers 2015

The Benefits of Purch Performance Package

Clutter-Free• We don’t use standard IAB ads within our

optimized pages, which alleviates distraction and enables our users to explore our content and our partners’ content quickly and effortlessly

Ease of Purchase• Banner ads are replaced with “Buy Now”

buttons integrated throughout the experience, creating an easy call-to-action for users to purchase products

Our Users Our Advertising Partners

Your Brand, Front & Center• Without manipulating the content on the

page, we optimize the experience to better channel interest and engagement in our partners’ products

Seamless Integration• Your brand will be seamlessly integrated

into the page content which enhances the user experience

Purch Native SolutionsCustomized and Created for T-Mobile Brand Ownership

Switched and Hitched: A Honeymoon Across AmericaPresented by T-Mobile

Concept Overview

*We can leverage other industry talents and actors, if T-Mobile has a specific talent preference

• Kevin Michaluk*, Chief Media Officer of Mobile Nations decides to surprise his wife and take her on the road trip of a lifetime for their honeymoon this summer. Kevin, an enthusiastic Canadian must now find the right cell phone carrier to provide him with the right network coverage that will give him the ultimate honeymoon while cruising across the U.S.

• In doing his research, it looks like through its Network, T-Mobile offers the coverage that Kevin needs so he and his wife can talk, text and share all the memories they create while on this exciting new journey!

• Kevin surprises his wife with perfect vehicle to take to T-Mobile on its test drive across the country – the new Tesla Model S P85D!

T-MOBILE COMMUNICATIONS PLATFORM: NETWORK

Switched and Hitched Native Destination

Program Details• In collaboration with T-Mobile, Purch Custom Solutions will produce a 10-week series, documenting

Kevin’s epic honeymoon.

• Each week, we’ll launch a new episode on Mobile Nations with content that includes:

High quality videos

Journalistic-style text content

Social posts (e.g., Tweets, Instagrams, Periscope live streams and more) 

• From horseback riding in Wyoming to sipping chardonnay in Sonoma, everything Kevin and his wife do will be reinforced by T-Mobile's powerful network coverage.

• They’ll introduce the Purch audience to several different people along the way – a hotel owner, a chef, musician, perhaps a friend they are visiting along the way – all showcasing how T-Mobile enhances every experience. Here, we can emphasize the many benefits of T-Mobile’s coverage, including Gogo, Music Freedom and Wifi Calling

• Custom hashtags for the campaign (e.g., #switchedandhitched and #TMobileNationwide) will enable Kevin and the Mobile Nations editorial team to comment, share and engage our social audiences –again, courtesy of T-Mobile’s coverage.

• Potential opportunity for sweeps/contest where users can win a new smartphone* and a one year contract with T-Mobile by helping Kevin pick his final honeymoon destination

*Potential to leverage T-Mobile handset partners

Content Execution and Distribution• Native Content Destination

on Android Central

• VCA Unit: 540x185, 628x145 Native Traffic Driver

• In-article videos

• Mobile Scrolling Interstitial

VCA Traffic Driver

Native Destination Custom Features

• Written content

• Videos

• Instagram Photo Journey

• Tweets

• Periscope posts

• Character Bios

• Interactive/Animated Road Trip Map

• Mileage Updates from Tesla

• Integration of T-Mobile Content (e.g., Test Drive promotion, Switch Without a Hitch )

Videos

Instagram Photo Journey

Interactive Map and Character Bios

In-article Video

Video

Leave-behind

Mobile Scrolling Interstitial w/Video

User scrolls up/down through editorial content and brings the video into view

User can watch video and scroll to the right to engage further with T-Mobile

After user is finishing with the content, they can continue to scroll back through Purch editorial

‘The Switchers’ Local Event ActivationsPresented by T-Mobile

Concept Overview

• Purch Custom Solutions will partner with T-Mobile to launch a new series of activation-driven “Switchers” events across the country.

• We’ll invite prospective T-Mobile customers, T-Mobile VIP customers, local influencers and Purch readers to an intimate event in four target cities where T-Mobile has a major network presence. 

• Each event aligns with T-Mobile’s “Switch without a Hitch” messaging, and will offer an easy platform for consumers to seamlessly transition between their carriers by signing up for an “un-contract.”

• By partnering with local tastemakers, tech experts and T-Mobile brand ambassadors, we’ll generate excitement and champion T-Mobile as the “Un-carrier” among lower funnel “Switchers” who are currently in-market for a new provider.

T-MOBILE COMMUNICATIONS PLATFORM: DEMAND GEN

Custom Email Invitation

Program DetailsEvents Overview• Event cities and venues are TBD and will be based upon

approval by T-Mobile

• Event will include cocktails, canapés and conversation with like-minded influencers including and similar to YouTube sensations Unbox Therapy* and Marques Brownlee*, culinary rising stars, T-Mobile endorsers, and more

• On-site T-Mobile branding with “un-contract” activation stations for attendees to make the switch!

Giveaways and Brand Integrations• On-site sweepstakes for guests to win a new phone**

(possible to tie in a handset sponsor) with immediate contract activation available on site

• Engage with the crowd by handing some guests a new smartphone** to use during the event to post pictures and videos on Twitter and Instagram with the hashtag #theswitchers, to showcase the power of T-Mobile’s network

• Potential Brand Integration for T-Mobile*: exclusive YouTube video from one of our YouTube stars featuring T-Mobile to launch on their channel and also at the Switchers events

*Subject to availability and talent fees;**Potential to leverage T-Mobile handset partners

Wrap-up article

Program Details“Ultimate Switcher” Social Contest

• Additionally, we can launch a social campaign that helps us find each host city’s “Ultimate Switcher’ through an Instagram video contest.  Once we determine each city’s winner, he/she will represent T-Mobile as a brand ambassador within each of their respective cities.

• Each “Ultimate Switcher” will be present at their local city’s event where we will interview them and capture exciting moments from their evening through videos and photos. All content will live on Android Central and will be promoted across Purch.

• The winners will also receive a new phone with a one-year contract from T-Mobile*

*Pending approval from T-Mobile

Social integration

Content Execution and Distribution• Live event with opportunities to build out digital content

to live beyond the event (e.g., video, social, written articles)

• Customized email invite to potential guests

• On-site integration may include:

On-site T-Mobile branding with “un-contract” activation stations for attendees to make the switch!

Integration of T-Mobile’s Demand Gen messaging (e.g., Switch Without a Hitch, Jump!)

• Digital content may include:

1 Wrap Up article after each event

Custom VCAs promoting content from the event (could live on YouTube)

In- article videos

Twitter and Instagram before, during and post event with photos, video recaps

Custom email invitation

Warp-up article

John Legere on Android CentralGuest Editor Sponsorship

Concept Overview• John Legere will takeover Android Central and

act as a guest editor for the day*

• Android Central will give T-Mobile the right platform to continually engage with a deeply connected audience of tech and mobile enthusiasts who want to have these interactions with industry leaders such as John Legere

• T-Mobile will have a fixed position on the homepage that will drive to a destination for all curated content that he writes 

• Potential topics may include: Net Neutrality Contracts (and the death thereof) The role of a CEO in the mobile space

— serve the company (by law, yes), but what about serving the customers?

The state of rap music Data privacy — does it even exist anymore? John’s favorite devices – why an iPhone? Phones and cars — what can be done to

make things safer? Phones and kids — when’s the right age? Ask John Legere! (AMA)

T-MOBILE COMMUNICATIONS PLATFORM: DEMAND GEN

*Timing will be 1x per week throughout the duration of T-Mobile’s campaign

Homepage integration including logo on nav bar and article call-out

Content Execution and Distribution• Homepage presence on Android

Central navigation bar

• Featured posts on Android Central homepage to promote Guest Editor Sponsorship

• Native content destination on Android Central that includes: Written articles Videos Photos Social T-Mobile Demand Gen messaging

• VCA sand CCUs that will drive traffic to native destination

Native Blog page

Native VCA Traffic Driver

Content Execution and Distribution

CCU Traffic Driver

Content Execution and Distribution

Apple Handoff ExperienceNative Content Execution

Concept OverviewT-Mobile’s Nationwide Network and Apple Handoff

• To promote awareness and understanding of T-Mobile’s Nationwide Network

• Apple Handoff enables use of a variety of Apple devices to work on a task

• Devices include: iPhone, iPad, iMac, and MacBook

• For this event, a user will create, edit and present a Microsoft PowerPoint document while traveling across the United States

• The document will be: Started on iMac in a home in Los Angeles [home WiFi] Edited on iPhone in a taxi in Los Angeles [T-Mobile Network] * Edited on iPad in-air to Chicago [not connected] Edited on iPhone in a taxi in Chicago [T-Mobile Network] * Edited on MacBook Air in a hotel in Chicago [T-Mobile Network] * Edited on iPad the next morning in a taxi in Chicago [T-Mobile Network] * Edited on a MacBook Air in-air to New York [not connected] Edited on an iPad in a taxi in New York [T-Mobile Network] * Presented on a MacBook Air in New York customer’s office [T-Mobile Network] *

T-MOBILE COMMUNICATIONS PLATFORM: NETWORK

* The PowerPoint file will be uploaded to iCloud for backup and downloaded at the beginning of each editing session to assure the integrity of the presentation.

Content Execution and Distribution• Native Content Destination

on iMore

• Custom 970x250 Billboard

• VCA Unit: 540x185, 628x145 Native Traffic Driver

Native article page

Native Section Front for Articles

Content Execution and Distribution

Native VCA Traffic Driver

Content Execution and Distribution

Custom 970x250 Billboard Traffic Driver to Apple Handoff article pages

Content Execution and Distribution

AppendixAudience Data

Purch Leads in Reach for the Tech Vertical

Purch

IDG Network

Ziff Davis Tech

CNET

AOL Tech

The Verge

Gizmodo.com

Wired

Yahoo Tech

Digital Trends

About.com Tech

eHow Tech and Electronics

51,426,000

45,131,000

42,399,000

31,588,000

20,254,000

11,980,000

11,031,000

9,616,000

9,036,000

8,093,000

7,849,000

5,199,000

Total U.S. Digital Population (Desktop/Laptop or Mobile)

Source: comScore U.S. Media Metrix, Total Digital Population. Top Sites in Tech-News Category, April 2015

Oct2013

Nov2013

Dec2013

Jan2014

Feb2014

Mar2014

Apr2014

May2014

June 2014

July2014

Aug2014

Sept2014

Oct2014

Nov2014

Dec2014

Jan2015

Feb2015

Mar2015

Apr 2015

25,000

30,000

35,000

40,000

45,000

50,000

55,000

CNET Ziff Davis Tech IDG Network Purch

U.S. Digital Audience TrendsMonthly Unique Visitors (Total Digital Population: Desktop/Laptop or Mobile)

Source: comScore U.S. Media Metrix Multiplatform

[in thoouands]

Purch Leads in Reach to Visitors In-Market for a Smartphone

comScore U.S. Media Metrix and Plan Metrix, April 2015 – use phone almost every day for mobile tasks; and tech early adopter

Purch

Ziff Davis Tech

IDG Network

CNET

AOL Tech

THEVERGE.COM

GIZMODO.COM

About.com Technology

Yahoo Tech

Wired

DIGITALTRENDS.COM

eHow Tech And Electronics

12,040,000

9,470,000

8,484,000

7,253,000

3,944,000

2,232,000

1,973,000

1,718,000

1,662,000

1,540,000

1,371,000

1,208,000

U.S. Digital Population (Desktop, Laptop or Mobile)

Plan Metrix and Media Metrix, April 2015

Purch

IDG Network

Ziff Davis Tech

CNET

AOL Tech

About.com Technology

TheVerge.com

Gizmodo.com

Wired

DIGITALTRENDS.COM

Yahoo Tech

eHow Tech And Electronics

4,651,000

3,713,000

3,422,000

2,586,000

1,646,000

884,000

884,000

804,000

673,000

644,000

550,000

324,000

Purch Leads in Reach to Current T-Mobile CustomersU.S. Digital Population (Desktop, Laptop or Mobile)

1st Party TargetingPurch Visitors on Purch SitesAudience Extension Re-TargetingPurch Visitors on Sites Not In the Purch Portfolio

Up To:

1 million non-T-Mobile customers ready to switch carriers10 million unique visitors in-market for a smartphone 3.5 million current T-Mobile customersWe can also target by:

Current carrierCurrent smartphone OEMCurrent plan type

Purch Targeting and Retargeting Opportunities

Source: Bluekai, U.S. unique visitors last 30 days as of June 9, 2015

In partnership with Bluekai and Proximic, Purch captures data on visitors to its sites. Purch uses this data to target and retarget advertiser creative to the audiences described in the previous. slides.

Amplifying Contextual Targeting

Thank You