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A Data Driven Story in an AI World

Video

@RickyRayButler Shanghai@bengroup.com

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“AI is the most powerful, yet underused, technology in all of advertising.” 2018 eMarketer study

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Creators generate the most essential aspect of AI:

Data

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We live in the era of BIG DATA

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But structured data is only showing us 10% of the picture.

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Unstructured data represents theremaining 90%.

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Upcoming Platforms

Effective Points Of Engagement

60.7M Subscribers1B Available Impressions

2.4B+ Users8B daily video views

100Mhrs daily of videos watched

Over 1.9B UsersMillions of videos

400M Monthly Viewers

158M Subscribers300+ Originals3.8B Available Impressions

500M+ Users1.6B views

480M+ Users1.5M videos

uploaded daily

1B+ UsersMillions of videos

& posts

1.1B+ Users38B daily messages

600M mini-program users

THE OPPORTUNITY

6.6M Subscribers

88% of views from influencer 62% of views from influencer

15M DAU’s95 Minutes/DAU

10M Subscribers

100M Subscribers

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WE’RE BEN.

BRAND INTEGRATION BUILT ON AI

Chinese KOLChinese KOL

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TAKING OUR HISTORY,PREDICTING OUR FUTURE

Human Experts & Data AI & Deep Learning

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Making it impossible for a human to scan and track it all. Our AI scans millions of hours of content to identify the best content matches for your brand.

More Content Than Ever

Which means you’re missing 90% of the story. Our deeper learning neural networks analyze the audio, video, tone, and textual data to identify the moments that matter most.

90% of Data is Unstructured

Beyond reach and impressions to understand how your campaigns are driving consideration and sales. Our proprietary algorithms constantly evaluate your campaign to produce smarter brand results.

Deeper Marketing Funnel Metrics

AI IS ESSENTIAL

AI is the solution for the modern marketer.

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Combatting Influencer Fraud

AI IN ENTERTAINMENT

In 2019 an estimated $1.3 billion dollars of advertising will be wasted due to fraud.

Combining historical data, desired outcomes, and ongoing campaigns to optimize results.

Predicting Results

Sources: Tubefilter, Deloitte, eMarketer 2019, Borrell Associates; Radio Ink 2019

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DEEP LEARNING PREDICTS PERFORMANCE

Guaranteed with every campaign Ai’s predictive accuracy ensures speed and efficiency

Value-add for every campaignHigher-quality views drive stronger results

Optimized campaigns designed specifically to increase CTR

Predictive analytics based on campaign and sales data to increase overall ROI

VIEWS

ENGAGEMENTS

CLICKS

CONVERSIONS

Custom Neural Networks

Awareness

Opinion

Consideration

Sales

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BEN’s AI predicted the campaign’s YouTube views with 99.9% accuracy.

60M global views in one week.11.1M views in APAC.

TENTPOLE LAUNCH

DELIVERING REAL RESULTS

BEN’s AI tripled campaign results.

Number of clicks was increased by 9x.

INCREASING CLICKS

BEN’s AI improved CTR by 172%.

Subscription conversions increased by 10x.

AI OPTIMIZATION

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• BEN has trained a deep-learning algorithm to predict the viewership of new season streaming television shows

• The algorithm uses over 30 months of proprietary viewership data for Netflix, Amazon Prime and Hulu, combined with unstructured data

• We use our predictions to identify the ideal shows for our clients among the hundreds that are released on streaming every year

4 of 5Top Shows

were identified by BEN AI

BEN Humans Identified

2 of 5

Netflix, Amazon and Hulu

shows are covered

BEN AI PREDICTING STREAMING VIEWERSHIP

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• BEN applied our deep-learning algorithm that predicts viewership for new broadcast television shows.

• We tested our predictions against the top 10 new broadcast shows from the fall season of 2018.

• BEN AI was more accurate than BEN humans or other industry “experts” including AdAge!

8 of 10 Shows in the top 10

were identified by BEN AI

BEN Humans Identified

7 of 10

3 of 10

1 of 10

PREDICTING TV VIEWERSHIPPilot Season Test

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ARE YOU WORKING WITH FAKE OR REAL ENGAGEMENTS?

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Influencer marketing is

poised to be an $8 billion industry by the end of 2019

Influencer marketing fraud can cost brands

$1.3 billion

Source(s): https://www.businessinsider.com/the-2019-influencer-marketing-report-2019-7; https://mediakix.com/blog/influencer-marketing-industry-ad-spend-chart/

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BOT PERCENTAGES ARE ONLY A START

• Discern real vs. fake followers at scale

• Bot percentages are only one element

• Consistent patterns offer the best

measure of overall channel health

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MEASUREMENT OF CHANNEL HEALTH

AI predicted:• 25% Bots• 24,822 Story views• Extremely low engagement

Additional info: https://www.buzzfeed.com/jamedjackson/instagram-influencer-2-million-followers-arii

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Data Driven Processes for AI Execution

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CONSENSUS TRIANGLE

CONSENSUS

VIEWERS

CREATORSBRAN

D

The BRAND creates the objective.

The CREATORS provide creative solutions.

The VIEWERS are happy that the brand has empowered the creator’s content.

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BRAND REVIEWS LISTBrand reviews list of potential creators and content and removes the few that

aren’t a good fit for the campaign.

BEN AI CREATES LISTBased on the contract, campaign plan, and target markets, BEN will create a

long list of potential creators and content for brand to review.

OUTREACH BEGINSWith the approved list, BEN will

begin to reach out to creators and content opportunities to vet for

availability and passion. Passionate creators produce the best content.

Our campaigns are structured on passion

SCALING CAMPAIGNS WITH AI

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AI & DEEP LEARNING

How it Works

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90% of Data is Unstructured

More Non-Ad Supported Content Than Ever Before

AI is Essential

THREE KEY TAKEAWAYS

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Thank you

@RickyRayButler Shanghai@bengroup.com

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