SEPTEMBER 2014 Y&R

DAVID SABLE GLOBAL CEO, Y&R SEPTEMBER 2014

GUEST SPEAKER PROGRAM

SEPTEMBER 2014 Y&R

4 THINGS IN 30 MINUTES

1) INTERNET PROFITABILITY…DUH!

2) CONNECTING WITH CONSUMERS

3) CONTENT THAT RESONATES

4) Y&R’S IP

1. INTERNET PROFITABILITY

SEPTEMBER 2014 Y&R

SEPTEMBER 2014 Y&R

ENGAGE YOUR AUDIENCE AMPLIFY SCALE YOUR CONTENT GET YOUR CONTENT DISCOVERED EMPOWER THE PUBLISHER GET AND DRIVE NEW TRAFFIC

— OUTBRAIN’S MISSION STATEMENT

SEPTEMBER 2014 Y&R

THE ORIGINAL INTERNET PIONEERS

SEPTEMBER 2014 Y&R

FREE SEX

ENGAGE Selling and sharing content AMPLIFY Video streaming SCALE Keeping a server live in a tide of traffic GET DISCOVERED Pay per click banner ads DRIVE TRAFFIC Stimulate traffic and profitability BE PROFITABLE! Real-time credit card processing

“The Internet retail giant, known for efficiency and top-notch logistics, is venturing into the unpredictable game of searching for TV hits. The company is betting it can improve on the traditional TV development process by collecting viewer feedback in unprecedented ways and using it to make less risky bets on which shows to produce….”

SEPTEMBER 2014 Y&R

"AMAZON MINES ITS DATA TROVE TO BET ON TV'S NEXT HIT…"

November 2013

“It’s not like you can come in on Tuesday and the computer says: ‘Doot, doot, doot. Here are the shows you are going to do…’ you have to use judgment as well.”

SEPTEMBER 2014 Y&R

LESS THAN A YEAR LATER… AMAZON GOES HOLLYWOOD WITHOUT THE ALGORITHM…

Roy Price, Head of Amazon Studios August 2014

2. CONNECTING WITH CONSUMERS

SEPTEMBER 2014 Y&R

SEPTEMBER 2014 Y&R

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Paid Parenting Content All Other Paid Content

DEMOGRAPHICS ARE NOT ENOUGH When are People Most Engaged with Parenting Content?

Where Do These Clicks Come From? 27% Crime News 7% Celebrities 5% Travel 5% Parenting 4% Nutrition

Hourly Clicks on Paid Parenting Content

SEPTEMBER 2014 Y&R

DIGIBABBLE AND DATA GLUT DISTRACT US

ALL ASPECTS OF THE USP…

FROM  

USP TO  

UNIQUE SELLING POINT  

UNIQUE SINGULAR PERSON  

Y&R SEPTEMBER 2014 Y&R

MILLENNIALS. GENERATION NEXT. GENERATION FLUX. GEN NOW. GLOBAL GENERATION. GENERATION DEMAND. SAVVY GENERATION. GENERATION SCREWED. BABY BOOMERS. GEN X. GEN Y. GEN WHY. GAMERS. GRANDPARENTS. DIGITAL NATIVES. FIRST-TIME MOBILE PHONE USERS. THE CHALLENGER GENERATION. EMPTY NESTERS. HIPSTERS. GEN Z. SLACKTIVISTS. ENTREPRENEURS.

SEPTEMBER 2014 Y&R

THE NEW CONSUMER PSYCHE

TO: INNER DIVERSITY FROM: INNER UNIFORMITY MICROTRENDS NANOTRENDS

SEPTEMBER 2014 Y&R

MY PROFILE

SEPTEMBER 2014 Y&R

WHAT GOOGLE KNOWS ABOUT ME…

MY PROFILE ON GOOGLE

SEPTEMBER 2014 Y&R

GENERATION WORLD

gen·er·a·tion ˈwər(-ə)ld\ TODAY’S GENERATION OF CONSUMERS DO NOT DEFINE THEMSELVES BY AGE OR DEMOGRAPHIC AND SHARE MORE IN COMMON WITH PEOPLE AROUND THE WORLD THAN THEIR OWN NEXT-DOOR NEIGHBOR. THESE PEOPLE WILL INFLUENCE THE WAY WE THINK, SHOP AND BEHAVE IN THE FUTURE

SEPTEMBER 2014 Y&R

1.  WHAT PEOPLE DO… NOT WHAT THEY SAY

2.  EMBRACE CONFLICT

3.  COMPLEXITY OVER SINGLEMINDEDNESS

MY IDENTITY IS A WORK IN PROGRESS”—  53% OF THOSE SURVEYED Y&R’S SECRETS AND LIES GLOBAL STUDY 2014 BRAZIL | US | CHINA AGES 18-64 “

IT’S IN OUR DNA

SEPTEMBER 2014 Y&R

MORE UNIFIERS

MOBILE PEOPLE SHOULD BE FREE

TO LIVE, WORK AND MARRY HOWEVER WE WANT

60%

EMPOWERED IT’S UP TO ME TO GET WHAT I WANT IN LIFE

60%

AGELESS MY AGE DOESN’T DEFINE ME,

IT’S NOT CENTRAL TO WHO I AM

55%

EVOLVING MY IDENTITY—WHO I REALLY

AM—IS A WORK IN PROGRESS

53%

SELF-DIRECTED SUCCESS IS ABOUT HOW YOU

SEE YOURSELF, NOT HOW OTHERS SEE YOU

51%

Global Study 2013 Brazil China US, Ages 18-64

SEPTEMEBER 2014 Y&R

3. CONTENT THAT RESONATES

SEPTEMEBER 2014 Y&R

SEPTEMBER 2014 Y&R

PUSHING THE BOUNDARIES “Social media give cosmopolitan young Muslim women an opportunity to own a piece of online fashion space, typically reserved for those who expose more skin or wear body-hugging clothes.” — Ms. Elturk, Hijab Fashionista,, tries to limit the number of selfies she posts to keep her ego in check

SEPTEMBER 2014 Y&R

GLOBAL CITIZENSHIP

1M+ FANS IN 1 YEAR #1 New York Times Best Seller

“THEY’RE LIKE US” IS THE SENTIMENT EXPRESSED MOST FREQUENTLY ON ITS FACEBOOK PAGE

“HUMANS OF NY GOES GLOBAL”

SEPTEMBER 2014 Y&R

FUSS-FREE

“Uber launches taxi app in Singapore”

It has launched in 10 cities in India in less than a year, making it Uber's second biggest market after the U.S.

“Germany Lifts Its Uber Ban.. its troubles in Germany’s courts don’t seem to be curbing demand for its rides on German streets. The country is one of Uber’s fastest-growing markets in Europe,..”

4. Y&R’S IP

SEPTEMEBER 2014 Y&R

BRAND TENSITY

SEPTEMBER 2014 Y&R

TENSION + IRRESISTABILITY = TENSITY

SEPTEMBER 2014 Y&R

UNTRADITIONALLY

TRADITIONAL

“I’M NOT CATHOLIC, BUT MAN DO I LOVE THIS POPE!” — BUZZFEED, THE BEST POPE FRANCIS MOMENTS OF 2013

“NEGATIVE COMMENTS ABOUT THE POPE ARE VIRTUALLY NOWHERE…I’VE NEVER SEEN ANYTHING LIKE IT…THAT’S JUST NOT THE WAY THE INTERNET WORKS. THE INTERNET BREEDS CYNICISM AND HATE. IT’S LIKE IT’S IN ITS DNA.” — BLOGGER WHO “SPENDS AN ABSURD AMOUNT OF TIME ON THE INTERNET READING THROUGH COMMENTS…”

“POPE FRANCIS IS MOST TALKED ABOUT TOPIC ON FACEBOOK IN 2013” — FACEBOOK NEWSROOM

SEPTEMBER 2014 Y&R

FANCY DINING

HUG OF HOME

“EVERY SINGLE RESUTARANT IS PLAYING THIS GAME WHERE WE TRY TO TRICK YOU INTO NOT KNOWING WHETHER YOU WENT OUT TO EAT OR CAME HOME…THE MORE YOU FEEL LIKE YOU WENT OUT…WE DIAL UP THE YUMMY FACTOR SO YOU FEEL THE HUG OF HOME” -DANNY MEYER, THE NEW YORK TIMES

SEPTEMBER 2014 Y&R

ALARMINGLY

NORMAL

“THE FINALE OF “BREAKING BAD” SHATTERED RECORDS FOR THE SHOW AND WAS UP 300% OVER LAST YEAR'S FINALE.” THEWRAP.COM, 2013

SEPTEMBER 2014 Y&R

A FEW LAST THOUGHTS…

SEPTEMBER 2014 Y&R

CLICK & SHOUT

“Most would have never thought of donating were it not for the chance to be in the spot light. And how many of those dumping water on themselves are even donating?”  

FEEDBACK ON LINKEDIN

“All the videos I saw did not even mention ALS or the cause let alone making donations.”

“A lot of people challenge the Ice Bucket just for fun, forget that they should

make a donation.”

“Guilty as charged. No link to ALS on my post. But I used your link to make my donation. Thanks for the reminder.”

“The campaign has deviated from its main purpose. Some people do this

just for fun and not to point out ALS.”

“The challenge is fun, but like you stated, everyone should remember to donate;

thanks for the reminder.”

SEPTEMBER 2014 Y&R

SEPTEMBER 2014 Y&R

“STEVE JOBS WAS A LOW TECH PARENT”

“So, your kids must love the iPad?” I asked Mr. Jobs, trying to change the subject. The company’s first tablet was just hitting the shelves. ‘They haven’t used it,’ he told me. “We limit how much technology our kids use at home.” — Nick Bilton Technology & Business Columnist

“My kids accuse me and my wife of being fascists and overly concerned about tech, and they say that none of their friends have the same rules….This is rule No. 1: There are no screens in the bedroom. Period. Ever” — Chris Anderson Chief Executive, 3D Robotics, Former Editor, Wired

SEPTEMBER 2014 Y&R

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