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Whole Equation: Good Data + Compelling MessagesFind the Right Consumers, Deliver Creative Optimization, Improve Performance

Dave Jakubowski, AK & Rob Gatto, PointRoll

DIGIDAY Data Marketing SummitJune 25, 2012

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Why We’re Here

GOODDATA

WINNINGCOMBINATION

(1) + (1) = (3)

RELEVANT

CREATIVE

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AK at a Glance

Who We AreWe are a SaaS measurement and analytics company

What Are The Benefits? Media & data investments on a single

platform Join currently siloed sources of

information Transparency to control the entire user

experience across all touch points

What Makes AK Unique?The AK Media Intelligence Platform unifies the user across all digital marketing channels

+Media

Data

Intelligence

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AK at a Glance – Example

Facebook Data Points: 85% exclusive reach and 40 to 60% cheaper 24% of all conversions and 35% better CPA 53% conversion lift with MTA; FB doesn’t “steal”

conversions

+Media

Data

Intelligence

Facebook fails to sell GM on benefits of paid ads

DETROIT/NEW YORK, May 17 (Reuters) - Facebook may only have itself to blame for why General Motors rained on its IPO parade this week….GM's decision followed Facebook officials' failure to convince top marketing executives at the U.S. automaker of the benefits of Facebook's paid ads …

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Fact or Fiction?

Facebook’s reach is powerful“ ”

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Fact: 85% of FB’s Users Not Found Elsewhere

Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012)

Facebook is not “stealing” conversions

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Fact or Fiction?

Facebook is a black hole and too expensive“ ”

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Fiction: FB’s Reach is 43% Below Average Cost/User

Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012)

Large total reach…

…at 43% below average cost

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Fact or Fiction?

Social is an important part of my media mix“ ”

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Fact: High Conversion + Low CPA = Better ROI

Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012)

…at a CPA 35% below average

…their impact on conversions is good by any measure (LTA or MTA)…

Because so many consumers can ONLY be reached by FB…

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Fact or Fiction?

Facebook steals conversions from other inventory sources“ ”

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Fiction: Facebook Gains Conversions with MTA

Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012)

Largest gain in conversions with MTA…

…shows that FB is not “stealing” conversions

Facebook generates more demand in the upper funnel than any other channel:

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Fiction: Facebook Drives New Sales

87.3% exclusive reach among converters and the 2nd largest source of new sales

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Fact or Fiction?

Server-to-Server solves data leakage“ ”

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High volume of cookie syncing…

Fiction: Data Quality More Important Than Cookie Volume

…does not mean more unique users

Buying more cookies doesn’t buy more reach

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Fact or Fiction?

Cookies churn once a month“ ”

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Fiction: Half of Daily Cookies are Seen Again…

…and only 1 in 3 Cookies will generate ROI over a 30 Day period

On average, 55% of the cookies will be seen again…

…and only 33% in a 30 Day window

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Fact or Fiction?

Data doesn’t work; you don’t see ROI“ ”

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Fact: If You’re Buying Online Data, It probably Doesn’t Work

Only 44% of users from online sources will see an Ad

69% of users from onlinesources only saw an Ad once...

…and are seen less over time

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Fact or Fiction?

Offline data is too expensive“ ”

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Fiction: Offline Users Convert 200%-500% Better

2-5x better Performance from Offline Data Sources

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Fact or Fiction?

As long as my CPA is good,my data is good“ ”

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Fiction: The User Experience is Even More Important

30-39 ->35-39

40-49 ->45-49

50-59 ->50-54

$40K-$49K

Same Cookie ID6871244190949349

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$60K-$75K

$75K-$99K

3 Age Groups

3 Income Groups

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Why We’re Here

GOODDATA

WINNINGCOMBINATION

(1) + (1) = (3)

RELEVANT

CREATIVE

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WHY GOOD CREATIVE MATTERS

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CREATIVE/MESSAGE

PLACEMENT/DEVICE

CONSUMERS

SMARTER, MORE EFFECTIVE

ADVERTISING

Who We Are Leading ad server, helping advertisers, agencies and publishers create, deploy, measure, and optimize interactive and action-inspiring digital campaigns across channels and devices.

What We DoWork with over half of Fortune 500Committed to service andcontinued innovation

Our Approach

PointRoll at a Glance

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Strategic Dynamic Messaging Works

28% of Digital Marketers in North America believe Dynamic Optimization to be more effective than any other online ad format or technique*

*SOURCE: eMarketer, Adobe 2011 Survey Digital Marketing in the Next Decade

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Let’s see it in action

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Right Data + Right Segment =Increased ROI for Major CPG CompanyChallenge: Major CPG brand with 80 brands and no coherent messaging was looking to

connect with their target audiences online and drive offline purchases while eliminating media waste

Strategy: Used owned data from consumer database (1st party) in addition to 3rd party

data to create user profiles and deliver messages to segmented audiences in one media buy

Consumers were shown dynamic ads based on their user profileResults: Received lift in offline purchases from new and repeat customers who were

exposed to the ads More efficient use of their media buy = less media waste

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In Summary

GOODDATA

WINNINGCOMBINATION

(1) + (1) = (3)

RELEVANT

CREATIVE