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Qustodian Demographics

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Audience Demographics

2

Average age Men = 31.1

Average age Women = 30.4

London

Major Cities (pop: 280k+)

11.20%

37.20%

Other

Unemployed

Student

Self-employed

Retired

Homemaker

Employed - Part-time

Employed - Full-time

1.47%

3.83%

10.90%

6.73%

1.42%

5.75%

11.64%

58.08%

37% more likely to be in full-time employment:

Open-minded consumers: 98% have considered purchasing

something or providing details through our service

… 72% already have.

Male69%

Female31%

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Amazon Messages on Qustodian

November 2013

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“Justin Timberlake” on Amazon1. Qustodian Inbox 2. Intro 5. Redirect to Amazon

3. Video

3. Details

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“Raspberry Pi” on Amazon1. Qustodian Inbox 2. Intro 4. Redirect to Amazon3. Details

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“Searching for Sugar Man” on Amazon1. Qustodian Inbox 2. Intro 4. Redirect to Amazon3. Details

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Qustodian Introduction

November 2013

Try our service at: http://uk.qustodian.com

© Qustodian UK Ltd

What is Qustodian?

• Qustodian is a permission-based, engagement marketing service for mobile phone users

• Communicates over the mobile internet, independently of phone manufacturer and operators

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BrandsCustomers Qustodian Channel

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People set up profiles of their interests on their mobile phones and give advertisers permission to have conversations based on

those interests.

The User is King

Select Preferences Select Favourite / Least Favourite Brands

Direct Responses

9

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User value: “My Commercial Space”

10

DISCOVER FIND

‘Snackable’ and valuable time-filler

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Qustodian User Experience

1. Download Qustodian from your App store

2.

3. Receive commercialmessages in a dedicated inbox - an “Adbox”

2. Create account and simple preferences

3.

4. Receive share of revenue earned by your interaction

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© Qustodian UK Ltd

Modern Consumers

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24% been to cinema 3-4 times in last 6 months.

Tech-savvy, engaged, influential, young, urban. They are also enthusiastic, opinionated, they understand advertising and

branding, and realise they are empowered as consumers in the modern day.

55% have kids 52% don’t smoke.

37% would like to use British Airways for short-haul flights

…but only 24% do.

76% want more content delivered to their mobile.

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Types of CommunicationPremium, rich-media engagement ads

Personalised daily deals and vouchers

Preference & location based offers

Surveys and feedback messages

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© Qustodian UK Ltd

Benefits for Advertisers

• Fully-opted in, profiled audience

• 50% + response rates• Rich media, flexible tools to

engage and entertain audience– Direct response questions for

customer insight– Qustodian manage creative,

campaign and reporting

• Pay by results:– No mobile communication costs– Measures every consumer interaction

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Marketing Director, top 10 media agency

Media planner, top 10 media agency

Qustodian have been very easy to work with and have delivered

undeniably strong results during a key period for Nivea for Men.

I have been using Qustodian for 8 months now and really like it. It

has been a journey of discovery of new things in a simple, engaging format. As a client, I see enormous potential

as the audience grows to deliver highly effective campaigns

© Qustodian UK Ltd

Selected Reference Brands

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© Qustodian UK Ltd

Reference Media Agencies

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© Qustodian UK Ltd

Qustodian Channel Partners

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Athletico Madrid FC

London Music Festival

Pepephone MVNO

Yorkshire Music Festival

Sport:

Festivals:

Charity:

Telecoms:

Media:Finance:

Partners sign up their audience to Qustodian then use it as a CRM channel and/or a new source of advertising revenue

© Qustodian UK Ltd 18

Contact: sales@qustodian.comTelephone: +44 20 3589 7231

Address: Qustodian UK LtdInnovation Warehouse, 1st Floor1 East Poultry AvenueLondon EC1A 9PT

Try our service at: http://uk.qustodian.com

John RobertsDirection

Amanda SingletonSales

David HuesoMarketing

Nick BaldwinOperations

Jamie AllenAffiliate Marketing

Qustodian UK

@qustodian

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Case Studies

19

© Qustodian UK Ltd 20

Qustodian Campaign

© Qustodian UK Ltd 21

Qustodian Campaign: L’Oreal

Country: UK

Published by: L’Oreal

Campaign: Free skincare sample.

Objective: Women 18+

Platforms: All (iPhone, Android, Blackberry and Windows Phone)

Campaign Description:

• “A call to action to request a free sample of L’Oreal BB 10 cream”

• Followed up with post campaign research as to why the users did / didn’t request the free sample cream.

Results

• Read by 46% of recipients• 46% of readers volunteered their

names and addresses to receive a free sample.

Post Campaign Research- 97% of users want to hear more

from L’Oreal- 97% of respondents want to try

other skincare brands.- 82% of non-respondents also

want to try other skincare brands

© Qustodian UK Ltd

Qustodian CampaignChannel 4 Television

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Qustodian Case Study: Channel 4

Results

Published by: Channel 4

Campaign: Ad break effectiveness

Objective: Deliver 450 complete surveys

from 18-34 year old adults.

Call to action:• Notify an audience of 18-34 year

olds of Channel 4 programme to be imminently aired (3 hours after)

Post tx research:• Post tx research to test

effectiveness of Channel 4’s premiere ad break format (Channel 4 presenter announces upcoming advertisement)

Call to action message:

• Read by 28% recipients within 3

hours of message sent.

• 487 re-directs to Fresh Meat

site

Post tx research message:

• Message read by 44% of

recipients

• 77% of readers answered the

survey within 24 hours of tx

• 32% of readers had viewed

relevant shows.

• Over 16% recalled specific

advert being researched.

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KLM – Message 1Destinations intro and voting mechanic

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KLM – Message 2 Semi personalised v generic copy

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Qustodian Case Study: KLM

Results

Client: KLM

Campaign: Semi Personalised Ad

messages

Objective: Maximise user engagement

with KLM and drive qualified traffic to KLM

site.

Message 1:• Notify Qustodian users who have

expressed an interest in travel of KLM’s short haul offers

• Ask users to vote on their favourite Short Haul destination

Message 2a:• Semi personalised message based

the user’s favourite destination.Message 2b:

• Generic message sent to users. Poll results and offer for winning destination.

Message 1:

• Read by 61% of recipients

• 1393 destination votes

Message 2a: Semi Personalised

• 82% of recipients read

personalised messaging

• 89% of these recipients clicked

through to KLM

Message 2b: Generic message

• Read by 61% of recipients

• 4% of UUs clicked through to KLM

© Qustodian UK Ltd

Qustodian CampaignUniversal Pictures - Savages

© Qustodian UK Ltd

Qustodian Case Study: Universal Pictures

Results

Published by: Universal Pictures

Campaign: Savages (test campaign)

Objective: Drive awareness of release

using A Call to Action Message.

Call to Action:• The day prior to release. A made for

mobile advertorial piece including a synopsis, trailer play and links out to exhibitor sites to purchase tickets

Call to Action :

• 56% engagement rate

• 19.5% CTR to official sites (88%

to official sites and the rest to

Facebook and Twitter)

• 12% CTR to exhibitor sites