Mike Jacobson | CEO

Our Ayima Reporting Tool (ART) is pivotal in this. Our clients get access to customisable dashboards that provide essential market intelligence which identifies their competitive traffic share; we then use this data to implement strategies to improve performance.

We currently track and monitor on average 3.5 million unique data metrics a day.

Two key features of the ART are to provide the user with insights into market intelligence, and ranking fluctuations and trends.

Investor Newsletter - Issue 1 - January 2020

INTRODUCING AYIMA’S NEW ROBOTS.TXT TESTING TOOL

Technology. Page. 2

PROVING PAID MEDIA RETURNS WITH OFFLINE-TO-ONLINE ATTRIBUTION

Paid Media. Page. 3

VISUALIZING 12 BILLION DATA POINTS IN SECONDSFrom the very beginning, one of our core philosophies at Ay-ima has been transparency - it allows us to build better re-lationships with our clients by keeping them up-to-date with the impact of our actions and back those actions up with raw statistical data.

WELCOME!

Welcome to the first issue of the Ayima newsletter!

Many of our staff and investors have expressed an interest in learning more about who we are and what we do across our various offices in Europe, Asia and Nth America, so we are putting together a quarterly newsletter filled with insights into daily life at Ayima.

We will bring you the latest updates on all of our proprietary tools and software, interesting client stories and case studies, and relevant industry news. We will also feature interviews with key Ayima employees and updates on events and developments in the various offices.

We value your feedback. Please let us know what you think and if there is anything you would like us to feature in our future newsletters. You can get in touch at newsletter@ayima.com.

AYIMAINTERVIEWLUCY WHITTAKER

Ayima Life. Page. 5

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DATA ANALYTICS

DIRECTOR OF ANALYTICS PETER O’NEILL TO SPEAK AT TWO INDUSTRY LEADING CONFERENCES IN JAN 2020

Peter O’Neill, Ayima’s director of analytics, kicked off his 2020 schedule of speaking engagements by returning to the ObservePoint Analytics Summit virtual stage on 15 January. The free, one-day virtual event reaches more than 5,000 global digital professionals, and it boasted an elite lineup of data professionals who discussed the need and techniques for data you can trust to make smarter decisions. In his talk, Peter guided listeners through the techniques he and his team use with Ayima clients to ensure they have transaction data they can trust.

Peter will then speak at Superweek, the leading Digital Analytics conference held annually outside of Budapest. The best practitioners of Digital Analytics from all over the world attend this event which runs 27-31 January. Peter never misses Superweek, as it gives him the opportunity to ensure he is up to speed on the latest ideas and knowledge. It also lets him compare client issues and solutions used by other leading digital agencies. During his lecture, Peter will share his ideas and opinions about the world of Digital Analytics, including the what, who, and why—now and in the future.

You can watch Peter’s talk at ObservePoint by visiting their website observepoint.com

TECHNOLOGY

In early 2019, Google shared their code that provides insight into how they process websites and made it freely available to the public. The code, known in the industry as “robots.txt,” has been a staple to SEO strategies since SEO began. This extremely rare reveal by Google uncovers beneficial information about how their search engine views and interacts with websites.

At Ayima, we’re always looking to create new innovative tools and technology to maintain our position as technical SEO industry leaders. In possession of Google’s code, we canvassed our global SEO teams to understand the limitations of current off-the-shelf robots.txt analysis tools.

Following our research, we created a robots.txt testing tool that brings a wealth of functionality in comparison to others available on the market. Our robots.txt tool is completely free to use, and you can learn more about it on our blog.

INTRODUCING AYIMA’S NEW ROBOTS.TXT TESTING TOOL

These reports essentially track key terms and where the client, and their competition, rank for those key terms. This helps to not only track market share, but also to identify gaps in the market, and provide insight into how customers are searching for a company’s brand terms, goods or services.

This information is vital for clients to understand their online presence and where they need to improve their visibility in search engine results. Studies show that the click rate falls dramatically as your ranking position falls, with roughly 75% of searchers clicking on a result in the top 5 positions.

VISUALIZING 12 BILLION DATA POINTS IN SECONDS. CONT...

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PROVING PAID MEDIA RETURNS WITHOFFLINE-TO-ONLINE ATTRIBUTIONYO! Sushi is primarily known as a UK-based, conveyor-belt sushi restaurant, but they have undergone a rebrand to make people aware of the wider range of non-sushi products they offer. Ayima worked with YO! throughout 2019 and were tasked with creating innovative media campaigns to spread awareness and, critically, to drive in-store visits and sales.

We selected impactful media such as YouTube takeovers and BuzzFeed placements for massive impact on our target audiences, but one challenge remained: how do we measure in-store visits? To this end, Ayima partnered with Rippll, an offline attribution system that works by securely tracking mobile-phone signals based on location and proximity to/entry into real-world locations.

Through this partnership, we were able to show, in accurate detail, the true impact of the media campaign on driving users in-store and the resulting return-

on-investment. Ultimately, the campaign drove nearly 12,000 visitors in-store and surpassed all engagement and visit goals.

This has been a great test-case - and a likely future award-entry - of our ability to plan, buy, and track media beyond the day-to-day online campaigns. It also demonstrates how we can facilitate effective rebrands both online and offline. We have entered into a partnership and referral agreement with Rippll as well to drive future success and ensure we maximise similar opportunities.

As Ayima East Coast continues to grow, leadership has sought out the best possible ways to aid the future expansion and also benefit the welfare of the employees. In doing so, the East Coast team has been working to establish enhanced HR support and compliance. This helps to educate staff on workplace behavior standards and also ensures a positive and caring work environment as the offices continue to scale.

By completing HR compliance training, we are ensuring that we provide the appropriate support for workers and state

compliance. We’re achieving this goal through certain employees expanding their roles while also receiving help from specialized third-party vendors.

This is an investment in the future growth of the company in the United States as well as in the employees who will help facilitate that growth. By adding value to the Ayima worklife in unexpected ways like this, we can assist management in their expansion goals and help ensure employee satisfaction and retention.

AYIMA EAST COAST COMPLETES HR COMPLIANCE TRAINING

SEO

SEO DIRECTOR SAM GIPSON TO SPEAK AT BRIGHTONSEO, THE UK’S MOST POPULAR SEO CONFERENCE

With more than 4,000 attendees across 2 days, BrightonSEO has become the most popular UK event in every SEO’s calendar. In fact, it even made headlines in 2016 for selling out faster than the Glastonbury Festival! And we couldn’t be more excited to announce that SEO Director Sam Gipson will take the BrightonSEO stage this spring to discuss recent developments with the robots.txt protocol.

The robots.txt file has existed for 25 years and can be hugely influential in affecting SEO performance. It’s increasingly important that marketing professionals implement theirs properly, as Google strives to make robots.txt an internet standard. In his talk, Sam will cover an analysis of the protocol’s current usage by some of the top-ranking sites across key verticals to provide some eye-opening statistics. He’ll also reveal some of the most common implementation mistakes so that others in the industry can avoid them.

Sam is scheduled to speak on the 17th April 2019 at the Brighton Centre. More information on his talk can be found on the BrightonSEO website.

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Since Ayima began servicing the Canadian market in 2015, we have been aware that Canadian companies often take a more blended approach to digital marketing than their U.S. counterparts. We determined that an agency who can deliver both SEO and Paid Media solutions will often be favoured over a single-channel approach.

With this in mind, we moved Ayima Paid Media Director Lucy Whittaker to our Vancouver office in 2019 in order to better service Canadian clients as well as start to grow our Paid Media channel throughout

North America. Since then, Lucy has helped the Canadian team secure two large Canadian ecommerce retailers who are now looking to move into the U.S. market.

Throughout 2020 these brands plan to increase their Paid Media spend and budgets with us because of the success so far. As our success stories like these continue to pile up, we’re able to expedite Ayima’s reputation within multi-channel ecommerce.

Growing Paid Media in North America

NEW STARTERS

MEET AYIMA’S NEWEST EMPLOYEES..

LONDON

Imran KanjiImran joins the London team as a Senior SEO Consultant. He has 15 years experience in SEO and joins us from Canon where he spent 8 years heading up Search & Analytics for Europe, Middle East & Africa region. Outside of Ayima, Imran is a keen football fan and is currently working towards his FA coaching badges.

VANCOUVER

Erica McNeillErica joins our Vancouver SEO division as an SEO strategist. She joins Ayima with 3 years of SEO experience at her previous agency which focused on developing optimised content for her clients. Erica enjoys brewery hopping so will fit right in with our Vancouver crew!

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After completing a degree in mathematics and spending a year working in the Finance sector, Lucy discovered paid search and immediately knew it was a role she would love. In 2014, Lucy was the second person to be hired for Ayima’s Paid Media department, and as a Paid Search Analyst was immediately introduced to the competitive world of sports betting and real money gaming with Betfair as her first client.

Over the next 4.5 years, and as the team grew, Lucy expanded her knowledge into paid social and programmatic display, and worked on a range of gaming, ecommerce, charity and B2B clients across Europe and North America.

Along with client work, she helped with the development of Ayima Intelligence, working with Ayima’s data scientists and developers to feed in ideas of modules that would be useful for Paid Media analysis and optimisations.

In April 2019, after nearly five years in the London office, Lucy traded the UK for Canada where she joined Ayima’s Vancouver team to help the growth of Ayima Paid Media in North America.

Q1: Lucy, you’ve been at Ayima for over 5 years now, how has the company grown in that time?A: As one of the first members of the team, I’ve had the great pleasure of watching it grow from 2 to 10+, both through new hires and an acquisition. The acquisition of QuickThink Media was certainly an interesting time as we took two strategies and wove them together, learning new ideas from each other and iterating our approach.

As is integral to Ayima, educating the team on the amazing capabilities of our data scientists and developers in order to spark ideas has seen us automate solutions to specific problems, such as scripts that will update bids more frequently than possible within the platform or 3rd party solutions like Kenshoo. In recent times, as platform automations improve, finding the balance between where our tools can enhance rather than work against the platform capabilities has been a new challenge.

The acquisition of Leapthree was also exciting for the Paid Media team, as we got access to specialists that could help with tagging implementations, and help bridge the gap between the analysis of paid and organic. With a larger office and more departments, the initiation of Lunch and Learns was a great step forward in giving everyone a well rounded understanding of all that Ayima does.

Q2: What current clients are you working with?A: Our key local client, Saje, has welcomed a local presence on their Paid Media agency team, and 2019 results have led to them tripling their media spend for 2020. My current client roster is predominantly ecommerce focussed, including Lee Valley who have recently launched an ecommerce site. Previously they relied on catalogues only, and this move to digital is opening them up to a new audience base, and we are glad to be able to provide them with some in depth audience insights from the get-go. Most of my current clients are using Ayima for at least paid search and paid social, allowing us to form holistic strategies and fuel growth most efficiently.

AYIMA INTERVIEW

Lucy WhittakerPaid Media Director @ Ayima

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Q3: How do you see the growth of Paid Media in 2020?A: With advertising platforms such as Google and Facebook improving their automated strategies more than ever, my team’s role is moving more from day to day optimizations to blue sky thinking on how to make the most of these automations. This comes largely down to testing: “what information and objectives should we be giving the algorithms to get the best outcomes?” And analysis: “have we interrogated the data in all possible ways to understand and improve performance?”. Our growth is therefore dependent on being able to stand out in our approach from more standardized platform functionality.

Each year, more social platforms offer self-serve advertising (the latest being Tik Tok), or improve their advertising platforms (with Pinterest being the latest to offer shopping ad formats). This expands our arsenal both to increase relationships and spend with current clients, and to tailor our knowledge to the most specific platforms for new clients.

Within US/CA, we have so far seen most interest within the B2B and mid-size ecommerce sectors. My aim is to continue to maintain and grow our expertise in these areas, and grow the Vancouver Paid Media team - currently with 2 of us at capacity, I am hoping to hire further in Q2, with my always competitive eye on the prize of overtaking London with our client and team growth.

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Q4: You’ve recently moved to Vancouver from the London office, how have you found that move? A: It’s certainly been an enjoyable experience. WIth no language barrier and remaining at the same company, there were fewer hurdles to overcome than there could have been. Moving from an office of 70 people to 10 has been like travelling back in time to Ayima London when I first started, and having witnessed the growth in London I’m really stoked to be a more senior contributor to the growth of another office. Everyone has been incredibly welcoming and friendly.

Q5: What do you like about Vancouver? A: Wherever you look here, the scenery is absolutely stunning. Even living downtown, nature is just 30 minutes away - whether that’s hiking in the mountains and swimming in lakes in the summer or skiing in the winter. I am fully embracing the outdoors culture after 5 years in London. The food is also much healthier and it’s generally hard to find a subpar meal out and about, unlike the varying quality in the UK.

Q6: What do you like most about working at Ayima?A: Everyone at Ayima is passionate about what they do, and there are some unbelievably intelligent people pushing the boundaries of their industry. Everyone is inquisitive about what others are doing, and is always happy to answer questions about what they’re doing or offer help. Of course, Ayima has also offered me fantastic life opportunities moving across the world, and of the 4 Ayima offices I’ve visited, each has been a lovely space to work in. Having direct access to the founders is empowering, and they’ve succeeded in keeping the family feel they strove for, even as the company grows.

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INDUSTRY NEWS...

GOOGLE SERPS NOW DISPLAY MULTIPLE CAROUSELS FOR NEWS STORIES

Google changed how it displays news stories in the search results as their latest effort to make “it easier for people to dive into the most useful, timely articles available.” When searching for a query like “NASA news,” for example, the SERP will display multiple carousels filled with news stories on the same topic.

According to Google’s announcement, they say “the new structure will make more room for high-quality content—beyond just

the most recent coverage—as well as more diverse sources, to bring more context and perspective to the day’s news.”

Some of that high-quality content includes “key information, such as notable quotes and related opinion pieces,” in the news carousel. As of this writing (6th January 2019), this update is available on mobile for English language users in the U.S. There are plans to bring it to more languages and locations soon, so stay tuned.

FACEBOOK ACQUIRE TECH TO ENABLE LIVE VIDEO SHOPPINGIn Facebook news, the company quietly acquired a video shopping startup, Packagd, to build out the social networking platform’s ecommerce-related activities. In particular, they’re working on a feature that would allow Facebook users to make purchases directly from live video broadcasts.

Packagd was previously building a similar product for YouTube that they likened to a new version of QVC, according to Bloomberg. But now this live shopping project is in the works for Facebook Marketplace, which reportedly has nearly 1 billion active monthly users.

If you’d like to know more about this, you can read Bloomberg’s full story.

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