CUSTOMER STORY: TOP 5 U.S. CABLE OPERATOR SCALING AD IMPRESSIONS AND CONVERSIONS WHILE LOWERING COST PER ORDER

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1 CUSTOMER STORY: TOP 5 U.S. CABLE OPERATOR SCALING AD IMPRESSIONS AND CONVERSIONS WHILE LOWERING COST PER ORDER

2 BACKGROUND One of the top five cable operators in the United States provides digital cable television, digital telephone and Internet services to more than SIX MILLION CUSTOMERS. The company sought an engaging way to acquire, welcome, onboard and educate subscribers on their digital video services with just that: digital video. After committing to SmartVideo as a strategic, multi-touch initiative to enable acquisition and engagement across the existing customer lifecycle, the cable operator chose to employ SmartVideo Advertising to drive new customer acquisition and existing customer upgrades. Trailblazing the industry as the first SmartVideo advertiser in the telecommunications space, the goal of this SmartVideo Advertising program is to drive incremental online orders at the lowest possible cost per revenue-generating unit. The SmartVideo Advertising platform allows the company to target site visitors who abandoned their shopping process with the goal of bringing them back to the site for purchase. In addition, based on the learnings from the bottom of the funnel retargeting effort, SmartVideo Advertising enables the company to target new prospects at the top of the funnel and bring them to the site for the first time.

3 SOLUTION SMARTVIDEO ADVERTISING The cable operator is leveraging SmartVideo Advertising to maximize the number of revenue-generating orders on its website. SmartVideo Advertising allows the company to deliver the exact right ad, at the exact right moment in time, to the exact right viewer, with continually optimized and measurable performance and accountability. The SmartVideo Advertising platform buys premium inventory using algorithmic targeting and programmatic buying to deliver 15 and 30-second personalized in-stream, nonskippable pre-roll ads. Each ad is individualized to the viewer based on his or her browsing behavior on the company s website as well as browsing and content selection choices on the publisher site. THE CONSUMER EXPERIENCE 1...but leaves the site without placing an order. Later, when the consumer is searching for video content on YouTube... 3 A visitor shows interest in a service, product or bundle the SmartVideo pre- roll ad is chosen and delivered, featuring the specific service the consumer previously viewed on- site.

4 SOLUTION PERSONALIZATION MATTERS: CONTENT & CREATIVE The SmartVideo Advertising program leverages on- site visitor activity and past purchase history as well as contextual browsing behavior to drive buyer activation at both the bottom of the funnel and mid- funnel. Below is a list of on- and off- site data attributes leveraged for personalized advertising experiences. ON-SITE CONSUMER BEHAVIOR Last service / product / bundle viewed on-site Past services / products purchased Package add-on / upgrade options Site recency & frequency (last time & number of times on site) OFF-SITE CONSUMER BEHAVIOR Network browsing Vertical content searched on publisher sites Vertical content viewed on publisher sites

5 SOLUTION PERSONALIZED AD STORY VARIATIONS By leveraging these types of targeting, both the video ad content and creative look and feel is personalized for each individual viewer for the most relevant ad experience. For instance, a sports fanatic searching for NBA highlights on YouTube would receive a video ad highlighting the sports package with a message to never miss a game while promoting a DVR product. Below are sample scenes from three ad story variations where both the content and invideo creative assets are personalized to the viewer. Duration: 30 Seconds Customer Type: New Product: Preferred TV Service Bundle: No Content Searched: Last night s Jimmy Fallon clip Video Vertical: Comedy CTA: Shop Now! Duration: 30 Seconds Customer Type: New Products: TV & Internet Service Bundle: Yes Content Searched: Latest movie trailer Video Vertical: Entertainment CTA: Get It! Duration: 15 Seconds Customer Type: Existing Product: Premium TV & Internet Service Bundle: Yes Content Searched: How to set up an iphone Video Vertical: Technology CTA: Shop Now!

6 SOLUTION CONTINUOUS OPTIMIZATION: SELF-LEARNING SCORING Using a sophisticated scoring algorithm, the SmartVideo Advertising Platform optimizes for the ideal customer profile and creative variation to use for visitor targeting. Once baseline performance and the initial scoring algorithm are established, the media buy is optimized using programmatic buying to choose the right person at the right time for the right cost per impression bid to maximize yield.

7 RESULTS DRIVING INCREMENTAL REVENUE ORDERS AT 2X THE GOAL The cable provider s paid digital advertising programs aim to drive online orders within a targeted cost per revenue order goal. Using an advanced attribution system that determines the proper credit to give to each digital marketing Xprogram that contributes to an online order, the company is able to calculate an effective cost per revenue order (ecpro). SundaySky s SmartVideo Advertising program performs 2X better than the target cost goal. EFFECTIVE COST PER REVENUE ORDER ecpro Target Goal MAY 20 JUNE 20 JULY 20 AUGUST 20

8 RESULTS SELF-LEARNING ALGORITHM OPTIMIZES PERFORMANCE TO MAXIMIZE YIELD The SmartVideo Advertising Platform s self-learning algorithm optimizes performance through the identification of attributes that are most tightly correlated with return visitors and order conversions. After one year, the company saw a 250% LIFT IN IMPRESSIONS, TRIPLE THE MONTHLY CONVERSIONS, and a 45% REDUCTION IN COSTS PER REVENUE ORDER. SCALING IMPRESSIONS WHILE LOWERING ecpro SCALING ORDERS WHILE LOWERING ecpro ecpro JUNE 20 ecpro JUNE 20 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Impressions Total Attributed Orders

9 ABOUT SUNDAYSKY SundaySky is dedicated to transforming the relationship between brand and customer through personalized video. Our platform, built on proprietary SmartVideo technology, combines the power of video with personalized storytelling at scale to foster long-term customer relationships. The SmartVideo Platform lets marketers communicate to an audience of one and easily create, manage and optimize real- time personalized video programs throughout the customer lifecycle. AT&T, Comcast, Allstate and other industry-leading brands partner with SundaySky to engage prospective and current customers, resulting in higher revenue, lower costs and deeper loyalty. SundaySky is headquartered in New York City with offices in Tel Aviv and Tokyo. 229 West 36th St. Floor 2, New York, NY T

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