+Targeting OpportunitiesTargeting offline metrics online through two advanced profile offerings:• Advanced Profile Segments •Mosaic segments

Audience InsightEnriching Microsoft Advertising’s user database with Experian’s massive offline dataset.

Partnership

Combining the reach of Microsoft Advertising with the in-depth audience insight of Experian.

ADVANCED PROFILE TARGETING FROM EXPERIAN

Go beyond standard demographic attributes with insights such as:

• Life Stage

• Gross Family Income

• Education

MOSAIC SEGMENTS FROM EXPERIANA DEEPER DEMOGRAPHIC

Dive deeper and sharpen your focus with socio-demographic characteristics.• Demographics

• Behaviours

• Purchase Choice

• Lifestyle Choices

• Recreational Activity

• Investment Behaviour

• And more…

Use Mosaic profiling to precisely target your core audienceTRAVEL – Family Holidays

LIFESTAGE – New Families

MOSAIC SEGMENT EXAMPLES

GROUP G: CAREERS AND KIDSFamilies with Young Children where both parents are likely to earn solid incomes providing for a comfortable modern home

INDEX: 999

GROUP B: PROFESSIONAL REWARDSExperienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes

INDEX: 537

GROUP F: SUBURBAN MINDSETSMaturing families on mid-range incomes living a moderate lifestyle in suburban semis

INDEX: 402

TYPE G33: MILITARY DEPENDANTSServicemen and their families renting quarters from the Ministry of Defence

INDEX: 999

TYPE G31: DOMESTIC COMFORTFamilies with high incomes derived from managerial positions and considerable property wealth in their suburban detached houses

INDEX: 407

TYPE J43: STREETWISE KIDSLarge young families with many single parents, often unemployed and claiming benefits, living on deprived council estates

INDEX: 282

Experian securely receives Windows

Live data from Microsoft

Experian overlays data with its own

categories such as Mosaic

Categories are securely and anonymously returned to Microsoft

How can we provide advanced online targeting while preserving the anonymity of the consumer?

HOW THIS WORKS

ADVANCED TARGETING DRIVES BRAND AWERENESS

CASE STUDY: DIRECT LINE

Solution

Microsoft Advertising was able to connect Direct Line with the robust audience targeting they were looking for using Experian’s ‘Addressable Advertising’ solution – a combination of Experian’s rich consumer data and analytical expertise and Microsoft Advertising’s quality inventory and scale.

Results

• 31% increase in ad recall – this increased to 44% amongst Professional Rewards group

• 57% increase in positive purchase responses

Challenge

Focusing on its home insurance offering, Direct Line wanted to identify and target their ideal audience online. The aim of the campaign was to increase their brand awareness, drive positive brand perception, and increase consumer awareness that Direct Line products are not available through price comparison websites.

57% increase in positive purchase responses.

DATA PROVIDER: EXPERIANDATA SOURCE: CONSUMERVIEW

7

• ConsumerView delivers a comprehensive database of Dutch consumer marketing information based on 16 million individuals and 7 million households.

• Provides thousands of additional high-quality data variables that go far beyond standard offerings.

• High-quality data: Experian is the original source compiler, controlling and validating all data.

• Create a prospect list with widely used demographic and lifestyle variables and segmentations systems (i.e., Mosaic and TrueTouch).

• Industry-leading privacy practices and auditing.

ADVANCED PROFILE DESCRIPTIONS

TARGET AUDIENCES BY LIFE STAGE

Target consumers by Life Stage across the Microsoft network of sites.

• 1 - Single or couple < 35 years• 2 - Family with children, eldest child 0-5 years• 3 - Family with children, eldest child 6-12 years• 4 - Family with children, eldest child 13-19 years• 5 - Family with children, eldest child 20+ years• 6 - Single or couple, 35-49 years• 7 - Single or couple, 50-64 years • 8 - Single or couple, >=65 years

Background and SourcesBased on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.

TARGET AUDIENCES BY GROSS FAMILY INCOME

• 1 - Below modal• 2 - Modal• 3 - 1.5 times modal• 4 - 2 times modal• 5 - More than 2 times modal

Background and SourcesBased on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.

Target consumers by Gross Family Income scores) across the Microsoft network of sites.

TARGET AUDIENCES BY EDUCATION

1 – Low2 – Medium3 – High4 - University

Background and SourcesBased on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.

Target consumers by Educationacross the Microsoft network of sites.

EXPERIAN MOSAIC SEGMENTS BY MARKET

GROUP A YOUNG DIGITALS

Young Digitals are free spirits with free time and great affinity for the digital world

This Group studies, works part-time, is in training or unemployed, living in small apartments in the large cities

Types

A01–Student Freedom Under 25, without cars or cares, other than preparing for their future

A02–Online Starters Mid-20s, still in school or unemployed, they focus on shopping and playing

A03–Digital Singles Most are 25-30, living alone in their first apartment. Obsessed with media

A04–Older Youth Many are 35+, with below-average income, connecting with friends online

GROUP B URBAN BALANCERS

Urban Balancers are under 40, with lower income and education, living in the middle of cities in Western Netherlands

This Group often has roots outside the country

Types

B05–Young Multicultural Tenants Students under 25, living close to their school or university

B06–Multicultural Starters Most are 25-40, living close to many friends from their place of origin

B07–Struggling Urbanites Jobless or barely making ends meet, they average 25-45

GROUP C STARTING TOGETHER

Starting Together works blue-collar jobs and lives in terraced homes in mid-sized municipalities

They often have 1-2 children and live simply, entertained mostly by TV and radio

Types

C08–Terraced Starters Late-20’s to early 30’s, happy to have a small home in a safe area

C09–Managing Together Largely made up of immigrants, 25-45, with 1-2 children

C10–Basic Village Tenants Native Dutch, renting a house in a village, with average income

GROUP D GOOD LIFE CITY

Good Life City is highly educated with a solid career or advanced studies, and is living the free life before the arrival of children

They go on adventurous vacations in far-flung places like South Africa

Types

D11–Digital Apartment Owners 25-40, mostly entertained by the computer (including gaming)

D12–Urban Singles Under 40 and without kids, enjoying sports and the cinema

D13–Inner City Private Tenants 25-35, mostly carless students with below-average income

D14–Characteristic City Dwellers 25-35, among the highest social class in the country

D15–Urban Professionals Ranging from 30-60, often with a full-time government job

GROUP E AVERAGE FAMILY HOMEOWNERSAverage Family Homeowners are at the heart of solidly middle-class family life, living in their own homes with growing children under 12

Their fun is practical and focused on the family, and their kids are busy with activities like martial arts

Types

E16–Young Family Dynamics 25-40, married or partnered with young kids in a quiet neighborhood

E17–Working Class Homeowners Social people, 30-45; comfortably living on modest incomes

E18–Commuter Families 35-55, commuting long distances to family-friendly neighborhoods

GROUP F KIDS AND CAREER

Kids and Career is a group in a constant tug-of-war between work and home. They live for the weekend, when they can relax

They are ambitious, earn good incomes and have solid credit histories

Types

F19–Prosperous Families 25-40, highly educated, and just starting a family (or trying to do so)

F20–New Homemakers 30’s-40’s with two children, and recently purchased a new home

F21–Progressing Families 35-50, with kids 6-12; parents work desk jobs, often as managers

F22–Suburban Adolescent Families 40-55, with kids 6-19, and higher incomes allowing two cars

GROUP G SOCIAL TENANTS

Social Tenants are middle-aged with older children, renting a simple apartment in a less expensive suburb

They are often poorly educated, with low income and simple lives

Types

G23–Urban Medium 45-60, often single and childless, with part-time jobs and limited income

G24–Modest Workers 45-60, hard-working families in rural areas

G25–Needy Pre-Retirees 55-60, and often single, living frugally on low incomes

GROUP H MIDDLE CLASS CONTENTMENTMiddle Class Contentment is a group approaching retirement, with a tidy home and close ties to extended family and friends

They live mainly in small-scale communities and live carefully, without excess

Types

H26–Average Provincials 45-75, in rural villages, with grown children and often grandchildren

H27–Suburban Single Tenants 55-75, working part-time or retired, renting, with few obligations

H28–Village Seniors 55-75, active but slow-moving; many work part-time, enjoying crafts

H29–Traditional Seniors 55-75, middle-income senior citizens living quietly in their own homes

GROUP I FREEDOM AND SPACE

Freedom and Space consists of families with young children living in spacious suburbs

They have average to good incomes, and often work in construction, or in managerial roles

Types

I30–Large Family Villagers 35-55, with 2-3 children, and very good incomes

I31–Space Loving Families 40-60, with 2-3 kids, living in big homes on very large plots

I32–Semi-Detached Locals 45-65, with at least one child, moderate incomes, leading a quiet life

I33–Country Loving Households 40-65, with at least one child, hard-working and often upper-class

GROUP J GOLDEN EDGE

Golden Edge is affluent and lives in spacious homes in expensive neighborhoods

They love golf and foreign travel, and typically have a passion for finance and investing

Types

J34–Detached Prosperity 45-65, they are successful entrepreneurs or managers with kids

J35–Wealthy Terrace Owners 45-65, kids 6-18, living in beautiful homes on quiet lanes

J36–Comfortable Couples 45-75, living the good life thanks to high incomes and investments

GROUP K UPPER CLASS ELITE

Upper Class Elite is typically among the highest social class in the country. Well educated and wealthy, they enjoy the best of life

They buy keep champagne in the fridge, holiday in Italy in the summer and ski in Switzerland in the winter

Types

K37–Urban Elite 60+, most without children, they prefer a beautiful townhome in Amsterdam

K38–Booming Families Under 45 and married, working hard and giving the best to their children

K39–Wealthy Sophisticates 50-75, married with grown kids, they travel widely and support charities

K40–Stately Exclusivity 45+, often Directors, usually married with grown kids and 2+ luxury cars

GROUP L COUNTRY LIFE

Country Life is usually native Dutch, and enjoys life in pleasant homes in the open countryside

They enjoy traditional life, while reveling in the peace of their natural surroundings

Types

L41–Contemporary Farmers 45-75 farmers, with kids 6 -12+, working long days

L42–Rural Teenage Families 45-75, with children 12+, working on their farm

L43–Rural Freedom Seekers 45-75 farmers, with children 12+, who are very self-sufficient

L44–Contented Countryside 60+, with grown children, highly educated, they chose a gentle rural life

GROUP M WELL-EARNED COMFORT

Well-Earned Comfort is a group enjoying an easy retirement from highly trained careers thanks to substantial savings

They are married, and with their work life behind them, they relax, indulge in hobbies and visit their grandchildren

Types

M45–Active Empty Nesters 55+ and married, they are healthy, busy, and enjoy financial freedom

M46–Happy Baby Boomers 60+ and married, they had a good working life and now happily relax

M47–Elderly Apartment Owners Averaging 65 and upper-class, often retired professors or doctors

GROUP N GREYING SIMPLICITY

Greying Simplicity is a group of retirees are living simply and soberly, enjoying quiet activities

They have below average income and low education levels, and often live alone

Types

N48–Retired Singles 65-75, living alone in a rented apartment, often with a cat

N49–Seniors Together 65-75, active, long-married couples, who love playing with grandchildren

N50–Struggling Elders 75+, living quietly alone in a rented apartment with low resources

NETHERLANDSADVANCED PROFILE SEGMENTS

PROFILE SEGMENTS FROM EXPERIAN—NETHERLANDS

Segment Description

Life Stage

1 – Single or couple < 35 years2 – Family with children, eldest child 0-5 years3 – Family with children, eldest child 6-12 years4 – Family with children, eldest child 13-19 years5 – Family with children, eldest child 20+ years6 – Single or couple 35-49 years7 – Single or couple 50-64 years 8 – Single or couple >=65 years

Gross Family Income

1 – Below modal2 – Modal3 – 1.5 times modal4 – 2 times modal5 – More than 2 times modal

Education

1 – Low2 – Medium3 – High4 – University

NETHERLANDSMOSAIC SEGMENTS

EXPERIAN MOSAICS—NETHERLANDSGroup Group Description Type Type Description

A Young Digitals

A01 Student Freedom

A02 Online Starters

A03 Digital Singles

A04 Older Youth

B Urban Balancers

B05 Young Multicultural Tenants

B06 Multicultural Starters

B07 Struggling Urbanites

C Starting Together

C08 Terraced Starters

C09 Managing Together

C10 Basic Village Tenants

D Good Life City

D11 Digital Apartment Owners

D12 Urban Singles

D13 Inner City Private Tenants

D14 Characteristic City Dwellers

D15 Urban Professionals

E Average Family Homeowners

E16 Young Family Dynamics

E17 Working-Class Homeowners

E18 Commuter Families

EXPERIAN MOSAICS—NETHERLANDSGroup Group Description Type Type Description

F Kids and Career

F19 Prosperous FuturesF20 New HomemakersF21 Progressing FamiliesF22 Suburban Adolescent Families

G Social Tenants

G23 Urban Medium

G24 Modest Workers

G25 Scanty Early Retirement

H Comfortable Retirement

27 Well-Off Retired People

28 Low-Comfort Retirement

29 Being a Senior Citizen Inland

I Freedom and Space

I30 Large Family Villagers

I31 Space Loving Families

I32 Semi-detached Locals

I33 Country-loving Households

J Golden Edge

J34 Detached Prosperity

J35 Wealthy Terrace Owners

J36 Comfortable Couples

EXPERIAN MOSAICS—NETHERLANDSGroup Group Description Type Type Description

K Upper-Class Elite

K37 Urban EliteK38 Booming FamiliesK39 Wealthy SophisticatesK40 Stately Exclusivity

L Country Life

L41 Contemporary Farmers

L42 Rural Teenage Families

L43 Rural Freedom Seekers

L44 Contented Countryside

M Well-Earned Comfort

M45 Active Empty NestersM46 Happy Baby BoomersM47 Elderly Apartment Owners

N Greying Simplicity

N48 Retired Singles

N49 Seniors Together

N50 Struggling Elders