PerformDM Programmatic Buying May 2014 Introduction

Agenda

•  Evolution of programmatic

•  PerformDM, and our technology

•  Inventory, brand safety and quality

•  Customer centric audience targeting

•  Building cross channel consumer insight

© 2014. All rights reserved. PerformDM Proprietary and Confidential.

© 2014. All rights reserved. VivaKi. Proprietary and Confidential.

PROGRAMMATIC INVOLVES THE TRADING OF MEDIA THROUGH INTEGRATED TECHNOLOGY PLATFORMS

Efficiency brought through real time bidding (RTB)

Bulk buying inventory Old world (pre PerformDM)

Real-time bidding New world (since PerformDM)

The growth of RTB

Source: MAGNA GLOBAL, Oct 14, 2013

11% 19%

28% 34%

41% 47% 52%

89% 81%

72% 66%

59% 53% 48%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011 2012 2013 2014 2015 2016 2017

Total US display ad share spend

RTB Direct buys

But programmatic is more than just RTB Reservation

type Pricing Participation Terminology

Reserved

Unreserved

Unreserved

Unreserved

Fixed

Fixed

RTB

RTB

One buyer

One buyer

All buyers

Select buyers

Programmatic guaranteed Programmatic premium

Programmatic direct Programmatic reserved

Private marketplace Preferred deals Private access

First look

Open exchange Open marketplace

Private marketplace Private auction Closed auction Private access

Automated guaranteed

Unreserved fixed rate

Open auction

Invitation only auction

Buy type

The growth of programmatic

11% 19%

28% 34%

41% 47% 52%

13%

18%

25%

29%

32% 32%

31% 76%

62%

47% 36%

27% 21% 17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011 2012 2013 2014 2015 2016 2017

Total US display ad spend share

RTB Non-RTB programmatic Non-programmatic

Source: MAGNA GLOBAL, Oct 14, 2013

THE LINES ARE BLURRING

The industry has evolved

Publishers

Direct buying

Networks

Network buying

DSPs

Exchange buying

Ad exchanges

Yield optimisers

Data

Programmatic

buying

PerformDM and what makes us different

Core pillars of PerformDM

Performance

All ads bought programmatically, specifically for each individual advertiser

100 %

Protection

Thoroughly vetted data, media and technology partners

Partnerships

Best in class technology partners and integration

Considerable expertise globally and in Africa

440 BILLION IMPRESSIONS

GLOBALLY

GROWTH RATE

OF 460%

121 CLIENTS

1000+ CAMPAIGNS

5.3 BILLION IMPRESSIONS

in SA

Key points of differentiation

Transparency

Full publisher list/bid price/remarketing strategy visibility

Technology

Proprietary analytics, licenced leading bid management tools

Data policy

No data is shared between clients under any circumstances

PROPRIETARY TECHNOLOGY DESIGNED TO

POWER AGNOSTIC SOLUTIONS

Technology is in our game!

Amplif.r Audience Insights +

PerformDM PLATFORM

Social Tools

Video DSPs

Partnering to develop best in breed technology

Mobile DSPs

Independent Platforms

Traditional DSPs

§  Global advertiser spend §  Country level overviews §  Media channel comparisons §  Campaign top level trends §  Placement level insight §  Publisher performance §  Creative delivery §  Data segments §  Pixel information

Drill down reporting for granular campaign performance

INVENTORY, BRAND SAFETY AND

QUALITY

BRAND SAFE PREMIUM INVENTORY AT SCALE

Security in PerformDM Verified

Data providers are put through a legal & technical vetting process to ensure capabilities, brand safety and OBA compliance

Websites undergo human and technology inspections to confirm adherence to industry safety standards. We buy all media in real-time and do not arbitrage

Technology providers go through a 300+ point inspection process and pilot testing to validate existence of mission-critical criteria and platform functionality

Data

Media

Technology

PerformDM Verified is a certification process developed by our platform indicating a partner has been thoroughly vetted and meets PerformDM’s standards of performance and transparency

PRIVATE MARKETPLACES HAVE BECOME THE NORM

What is a private marketplace?

§  First look access

§  Lower floor prices

§  High impact creative sizes

§  Restricted auctions

§  Unique access

§  Specific placements on a site

§  Coupled with publisher data

§  Re-targeting back into campaign.

Pairing inventory with publisher data

Demographics

Lifestyle

Category shoppers

In-market

Brand Real time first party publisher

data

Gender

Families, Dad’s

Technology shoppers (dozens of top level retail categories)

In-market for laptop, tablet… (hundreds of in-market audiences)

In-market for Acer… (thousands of brands)

High impact creative formats

Mastheads Expandables Double MPUs

Tackling viewability

CUSTOMER CENTRIC

AUDIENCE TARGETING

PerformDM works across both

BRAND DIRECT RESPONSE

The future is programmatic, audience-centric and multi-channel. These pillars will drive intelligent digital buying. ─ Forrester

Importance of a unified technology stack

Operational efficiencies

Significant spend efficiencies

Better end user experience

Unique targeting opportunities

Joined up user dialogue

§  Re-messaging audiences generated through paid, owned and earned channels

§  Unifying media channels rather than have them compete

§  Build an ongoing dialogue with consumers across multiple channels and platforms

Building true cross channel, end to end user experiences

Awareness

Intent

Desire

Action

Source: Elias St. Elmo Lewis

Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

Using programmatic throughout the funnel

§  Brand blasts §  High impact formats §  Native advertising §  Video and mobile awareness §  Keyword contextual targeting §  3rd party audience buying §  Lookalike modelling §  Retargeting §  Retention targeting §  Social engagement

Brand blasts

Driving awareness Maximising reach through tight frequency capping High impact formats Audience takeovers Supplements homepage takeovers

Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

Masthead retargeting

Retarget users who have viewed or clicked on the masthead Deliver a sequential message through display, video or social channels Retarget up to 6 different masthead interactions

Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

Building audiences through 3rd party data

Age 18-34

Early adopter

Income R30-50k

Bikes to work

Likes apple products

Wears glasses

High school educated

Pop culture obsessed

Male

Hipster

Tech enthusiast

Publisher data

Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

Scaling through audience lookalike modeling Algorithmic profiling

Male

Tech enthusiast

Pop culture obsessed

Income R30-50k

Hipster

High school educated

Likes apple products

Age 18-34

Bikes to work

Wears glasses

Early adopter

Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

Profiling different types of site visitors

Browsers

Buyers

vs.

Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

KEYWORD CONTEXTUAL TARGETING

Retargeting using programmatic Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

Homepage Low frequency

Low bid

Landing pages

Low frequency Low bid

Generic pages

Medium frequency Medium bid

Brand message

Brand message

Choose a product

High frequency High bid

Choose an option

High frequency High bid

Accessories High frequency

High bid

Basket Max frequency

Max bid

Checkout Max frequency

Max bid

Excluded

Existing customers

Excluded

Confirmation page

Brand message

Product specific

Call to action

Call to action

Option specific

Acc. specific

Retargeting is more than just messaging site visitors Likes

Recommends

Advocates

Awareness

Intent

Desire

Action

VOD

3rd party sites

www.

Leveraging a true cross channel approach Inputs

3rd party data

Video views

Facebook app tagging

YouTube channel & masthead tagging

Referring search activity

Advanced site tagging strategy Standard ads

Dynamic ads

Rich media

Video pre-roll

FBx ads

Mobile ads

Outputs

Audience profile library

Likes

Recommends

Advocates

Awareness

Intent

Desire

Action

Smarter sales lead optimisation

Homepage visitors

Total homepage audience Generic brand message

Coffee machine searchers Coffee machine product message

Nespresso club searchers Club benefits message

Site bouncers Hard call to action message

Brand term searchers Exclude from retargeting

Likes

Recommends

Advocates

Awareness

Intent

Desire

Action

Retarget users who have viewed an advertiser owned video or YouTube channel Segment users by whether they have subscribes, liked or disliked the content

YouTube video retargeting Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

Facebook app retargeting Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

Retarget users who interacted with an advertiser’s Facebook app Target different pages or user interactions Re-message users across display, video or social channels

Retention and cross selling

Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

Messaging users who have already purchased, are regular customers or brand fans Separate high/low value customers Treat brand loyalty differently with unique offers or messages Build an ongoing rapport with customers past the initial sale

Ability to leverage cross product audiences Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

Brand advocates drive awareness

§  The most convincing advertising comes from friends and family

§  Ensuring that existing customers can share creative/content

§  Ingesting offline CRM data to help build more in depth customer profiles

§  Focus on developing a true cross channel, on going consumer dialogue

Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

In summary

Performance

Programmatic trade desk, focussed on results

100 %

Protection

Thoroughly vetted data, media and technology partners

Partnerships

Best in class technology partners and integration

Questions?