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Measuring Mobile ROI Using Real World Data Signals precise audience intelligence 18 CONFIDENTIAL 2014 NinthDecimal

What is NinthDecimal? The Most Comprehensive Understanding of People by Connecting their Digital & Physical Lives + NinthDecimal uses real-world behavior captured from mobile devices for targeting and measurement purposes 19 CONFIDENTIAL 2014 NinthDecimal

A Platform Built For The Signals That Matter Where You Go Retail, work, home and other physical locations Devices You Use Handset make, device type and OS platform What You Buy Purchases from loyalty programs and credit card transactions Content You Consume Apps, app categories and other digital content Public Data Readily available data such as census, car registrations, etc. 1 st Party Data Client CRM and other 1 st party marketing databases 20 CONFIDENTIAL 2014 NinthDecimal

Today s Consumer is Mobile-First Mobile is the dominant form of how we access digital 25% 89% 72% More time spent on internet via mobile vs. PC Of time spent on smartphones is Mobile Apps Of free apps use location data in some form Source: Nielsen, Appthority 2014 21 CONFIDENTIAL 2014 NinthDecimal

Location: A real-world cookie used for targeting & measurement McDonald s Home Sephora Ann Taylor Wells Fargo Safeway 22 CONFIDENTIAL 2014 NinthDecimal

Measuring Mobile Effectiveness Marketer s want an accurate metric for effectively measuring the ROI of your mobile ad spend? Real World Challenge Your mobile campaign reaches your target audience. Your target audience will likely visit your location anyway. How do you know your campaign drove an actual INCREASE in store visits? 23 CONFIDENTIAL 2014 NinthDecimal

Measure Mobile Effectiveness Location Conversion Index (LCI ) is the Industry s first mobile ROI metric that measures actual increase of in-store visits. LCI helps Marketers understand how their mobile ad spend influences consumer behavior on the go. Campaign Driven Incremental Visit What NinthDecimal measures: Increase in Visits Normal Visit 24 CONFIDENTIAL 2014 NinthDecimal

Measure Mobile Beyond the Click 25 CONFIDENTIAL 2014 NinthDecimal

Toyota LCI Results Campaign Goals Reach Auto Intenders In Market for Mid-size Vehicles Educate in market buyers about monthly Toyota offerings Increase ROI by utilizing mobile rich media & display media to drive leads & foot traffic into dealerships 26 CONFIDENTIAL 2014 NinthDecimal

Measure Mobile Beyond the Click 27 CONFIDENTIAL 2014 NinthDecimal

Microsoft Store LCI Results Campaign Goals Build awareness around Microsoft Store and the various product launches including Xbox One & Surface Reach specific audience segments within 10mi. of a store across multiple markets Drive incremental consumer foot traffic & sales at all U.S. Microsoft Store locations 28 CONFIDENTIAL 2014 NinthDecimal

During/Post-Campaign Measurement LCI Report Detail Brand Campaign Name Start Date 4/1/2014 End Date 5/1/2014 Brand 1 Q3 Conquest NA LCI σ Confidence Locations Impressions + 31% ± 7% + 95% 142 14,332,457 LCI Visit Detail Audience Detail Location Detail Heatmap Campaign LCI LCI by Audience LCI by Creative!180!!!220!!!200!!!160!!!200!!!180!!!180!!!140!!!160!!!160!!!120!! General!Popula?on! Audience!Matched!Control!!140!! General!Popula?on! Audience!Matched!Control!!140!! General!Popula: on! Audience!Matched!Control! Exposed!Audience!LCI! Exposed!Audience!LCI!!120!! Exposed!Audience!LCI!!100!!!120!!!100!!!100!!!80!!!80!!!80!!!60!! Campaign! Exposed!! (Impression)! Engaged!! (Clicked)!!60!! Campaign! Professional!Women! College!Women! High!School!Women! Other!Women!!60!! Campaign! Video!Pre5Roll! Sta: c!display! Rich5media!A! Rich5media!B! LCI by IO Line LCI by Channel!180!!!180!!!160!!!160!!!140!!!140!!!120!! General!Popula9on! Audience!Matched!Control!!120!! General!Popula<on! Audience!Matched!Control! Exposed!Audience!LCI! Exposed!Audience!LCI!!100!!!100!!!80!!!80!!!60!! Overall! IO!Line!1! IO!Line!2! IO!Line!3! IO!Line!4! IO!Line!5!!60!! Campaign!Overall! Channel!! Partner!1! Channel!! Partner!2! Channel!! Partner!3! Channel!! Partner!4! Channel!! Partner!5! 29 CONFIDENTIAL 2014 NinthDecimal

Knowing The Exact Store Matters Place Centric Approach In Shopping District People Centric Approach In Shopping District, In Armani, In Back of Store A Platform Designed for Precise Data from the Start 30 CONFIDENTIAL 2014 NinthDecimal

Why Precision Accuracy Matters Verify customers location Know the consumer is where the app thinks they are Verify Publisher partners 5 Proactive Filters Verify the context of the location Know where the store is vs. where a standard database thinks it is Team to validate all locations Multi-geo-coding process Have the Technology to make it actionable A Platform designed for precision within 4 feet allows people-centric targeting, not place-centric Other Place-centric approaches leave you asking Who other than my target customer is in this square? How can I target them outside of this square? 31 CONFIDENTIAL 2014 NinthDecimal

Precise Audience Intelligence Scale & Reach Performance & ROI One Audience, One Platform 32 CONFIDENTIAL 2014 NinthDecimal

Mobile Audience Intelligence Questions? Kevin Ching, VP, Product kching@ninthdecimal.com 415.519.2902 NinthDecimal.com @NinthDecimal 33 CONFIDENTIAL 2014 NinthDecimal

WHY MOBILE MEASUREMENT IS SO DIFFERENT ~1 Some Cookies Usually OK Cookies/Device Browser Dominated Persistent Tracking ~12 Cookies Problematic Cookies/Device App Dominated Session Tracking 35 2014, Conversant, Inc. All rights reserved.

4 STEPS YOU CAN TAKE TO IMPROVE YOUR APPROACH TO MOBILE MEASUREMENT NOW Identify mobile-specific campaign objectives and metrics BEFORE you execute Eliminate blind spots in your mobile tracking Take a consumer centered approach to mobile measurement Be smart about what you cannot measure 4 36 2014, Conversant, Inc. All rights reserved.

MOST MOBILE CAMPAIGNS RUNNING WITHOUT CLEAR GOALS AND METRICS PERCENT OF MOBILE CAMPAIGNS 62% 62% 54% Percent of campaigns with no clear target audience communicated to publishers Nielsen and Digiday: State of the Industry Q4 2013 No clear campaign objective communicated to publishers at start of campaign No metric communicated to publishers at start of campaign 38 2014, Conversant, Inc. All rights reserved.

PEOPLE WANT ROI MEASUREMENT BUT DON T HAVE THE TOOLS 93% 38% Nielsen and Digiday: State of the Industry Q4 2013 Percentage of brands who say calculating ROI is important Percentage of agencies calculating ROI at end of campaigns 39 2014, Conversant, Inc. All rights reserved.

RECOGNIZE THE STRENGTHS OF EACH DEVICE AND END-TO-END CONSUMER EXPERIENCE Data Entry/Transactions Branded Experience Content Creation Content Viewing Content Viewing Branded Experience Use During TV Viewing OK Data Entry Hyperportability Always at Hand Relevance at Retail Private and Personal 40 2014, Conversant, Inc. All rights reserved.

MANY TOOLS HAVE MOBILE MEASUREMENT SHORTCOMINGS Most Can ios And Android Track Mobile Web Events Optimize To Clicks Most Can t Connect Digital and Physical Report In-App Actions Measure Post-App Actions 42 2014, Conversant, Inc. All rights reserved.

MEASURING IN-APP ACTIONS INCREASINGLY ESSENTIAL Percent of Mobile Time by Environment Percentage of Marketers Delivering Programs In-App Mobile Web 16% 59% In App 84% Nielsen 2014 Nielsen and Digiday: State of the Industry Q4 2013 44 2014, Conversant, Inc. All rights reserved.

IN-APP MEASUREMENT TOOLS AVAILABLE Tools that mitigate cookie challenges in mobile environments Can measure a single vendor or multiple vendors Modest cost/often can be negotiated for free from media vendors with a buy Impressions Clicks Interactions Purchases Add to Cart Video Plays Downloads 45 2014, Conversant, Inc. All rights reserved.

WHAT WE REALLY NEED IS CROSS-DEVICE MANAGEMENT Siloed measurement does not reflect consumer behavior No way to understand interplay between media Integrated cross-channel measurement Demonstrates both individual and siloed media effects 48 2014, Conversant, Inc. All rights reserved.

CAMPAIGN OBJECTIVE CROSS-DEVICE MEASUREMENT: CABLE SUBSCRIPTIONS A leading cable company wanted to increase the number of subscriptions at a reduced CPA WHAT WE DID Measure Display Only Mobile Only Display + Mobile ecpo $249 $598 $132 Conversant conducted a sideby-side test for display-only, mobile-only and cross-device campaigns DID IT WORK? Yes! ecpo for cross-device was lower than single device campaigns Source: Conversant Analytics 49 2014, Conversant, Inc. All rights reserved.

CAMPAIGN OBJECTIVE CROSS-DEVICE MEASUREMENT: CABLE SUBSCRIPTIONS A leading mobile company wanted to increase online subscriptions Drive prospects to subscribe online Side by side test Mobile versus cross-device Same spend very different results Sales WHAT WE DID Side-by-side test comparing mobile vs. cross-device 59% Lift DID IT WORK? Yes! Cross-device campaign showed a 59% lift in sales over single devices One Device Cross-Device Source: Conversant Analytics 50 2014, Conversant, Inc. All rights reserved.

RIGHT QUESTIONS BETTER RESULTS Good mobile programs require great inputs You need to ask questions: - What types of data are used for targeting? - Proxies and inferences or real action-based data? - Where does the data come from? - Do the answers intuitively make sense? - Can the vendor actually reach my intended audience? IN OUT 52 2014, Conversant, Inc. All rights reserved.

4 STEPS YOU CAN TAKE TO IMPROVE YOUR APPROACH TO MOBILE MEASUREMENT NOW Identify mobile-specific campaign objectives and metrics BEFORE you execute Eliminate blind spots in your mobile tracking Take a consumer centered approach to mobile measurement Be smart about what you cannot measure! 54 2014, Conversant, Inc. All rights reserved.