© 2017, Conversant, LLC. All rights reserved.

Data and Personalization at Scale with Video

Matt Weisbecker | VP Sales & StrategyRay Erickson | Director, Video Sales & Strategy

2

Goals:

Inform

Challenge

Solve

33

across 86B

interactions daily

1T+REAL-TIME DECISIONS

18+ Years of Innovation

Bring Superior Precision and Scale

you can message

online today

160M+REAL PEOPLE

reach on par with

178+CHANCES TO REACH EVERY PERSON DAILY

verified by comScore

96%CROSS-DEVICE MATCHING PRECISION

including 400 days of

online activity

7,000+PROFILE DIMENSIONS

True 1:1 Precision & Scale

=

seen daily at the

granular level

75MON + OFFLINE PURCHASES

44

Evolution of

Video

1950-1980 1980-2000 2000-presentNetwork Cable Digital

5

Scale DeficienciesSubscription Video-on-Demand Services Used by

Internet Users in North America, Q3 2016

% of respondents

Netflix

51.8%

Amazon Prime

Video

Note: ages 18+ | Source: TiVo, “Q3 2016 Video Trends Report: Consumer Behavior Across Pay-TV, VOD, PPV, OTT, TVE, Connected Devices, and Content Discovery,” Nov 16, 2016

HBO Now YouTube

Red

Shomi

24.8%

9.9%

Hulu

5.2%3.1% 2.7%

CBS All

Access

2.1%

Sling TV

1.7%

Sony

PlayStation Vue

1.6%

Blockbuster

1.0%

Other

1.8%

I do not use

any of these

services

38.1%

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10 Questions You Should Be

Asking About Your TV Data

1. What kind of TV data do you use for your marketing and branding?

2. What’s the geographic and demographic coverage of your data?

3. How much TV content is included in your coverage?

4. What’s your data provider’s methodology for building audience models?

5. Is your provider compliant with the Cable Company Protection Act (CCPA) and the Video Privacy Protection Act (VPPA)?

6. Can your provider execute your TV activation program end to end, or do you need multiple partners?

7. What insights do you have about TV and digital viewing patterns, and how they drive consumer behavior?

8. How well can you activate TV audiences online, across devices?

9. What are your challenges with integrating digital?

10. How do you translate TV data into online data, and what’s the percentage loss of fidelity during the process?

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Your Data Source Your Data Activation

Your Data Provider

7

Four Main Criteria

Your Data Insights

88

March Madness 2017

• Link TV viewing behavior to digital audiences to drive awareness and purchase intent.

• Extend reach digitally to audiences that have consumed specific programming

• Ability to create custom audiences based on your TV buy, or in place of your TV buy.

9

Automated, Data-Driven PersonalizationDYNAMIC PERSONALIZATION OF CREATIVE

1010

Challenge:

How do you use

video to message

consumers in

a personal

scalable way?

Digital Priorities vs. Capabilities at Their Company

According to Marketers in North America, March 2016% of respondents

Associating conversion

events with marketing

84%

10%

Tailoring

messaging by

channel

76%

13%

75%

12%

Understanding

customer

behavior over

time

Matching

customers across

multiple devices

74%

14%

Priority Capability

Note: n=184

Source: Econsultancy, *Customer Recognition: How Marketing is Failing at it’s Top Priority*

in partnership with Epsilon and Conversant, Sep 14, 2016

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Reaching People

Across All Their Devices

6am 10am 12pm 2pm 6pm 8pm 10pm

Checks Weather

on mobile

Visits

Walgreens

Makes shoe

purchase on

desktop

Checks social

media on desktop;

watches fitness

video

Browses healthy

dinner recipes on

mobile phone

Watches

Basketball Highlight

videos on tablet

Browses real estate

sites on tablet

14

Deep Transaction Data

Comprehensive Household Coverage

FinancialsMarket Indicators Market Trends Demographics Auto Lifestyles TriggersViewership

15

Reach

33M+consumers

Spending

$1.6Bwith your

competitors

REACH THE STREAMING AUDIENCE

Total

Number of Individuals 33,176,433

Total Spend $1,624,329,489 Average Spend Per Indiv. $49

Number of Transactions166,562,551

Number of Transactions Per Indiv.5.0

Average Order Value $10

* Source: Epsilon Marketview Data; represents the last four quarters of transactional data

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Recognition and Reach Match Rate Use Case

RECOGNITION12-Month Buyers

REACHPast 90 Days

ACCURACYVerified Individuals

PERSISTENCE365-Day Retention

73% Matched = 8.8M

66% = 5.8M

95% = 5.5M

80% = 4.4M

INTEGRATEDSolution

12M

8xAUDIENCE

FRAGMENTED

45% Matched = 5.4M

55% = 3.0M

60% = 1.8M

32% = 570K

Solution

Maintain an opt-outNo guaranteePRIVACYLong-Term Protection

1717

1818

Key Takeaways:

Ask the critical questions

Message individuals, not cookies or devices

Personalize your creative

Meaningful & Transparent Measurement is key

Thank You

2020

Case Study

Retail – Big box Store RESULTS

$0.37per store visit

83%VCR with PV units

(vs 59% for non-PV)

875Kstore visits over

40 days

SolutionUsing set-top-box TV viewership data, we created four separate

language groups, targeting viewers of in-language content. Each

video was personalized in-language and redirected users to their

local store. Leveraging our Placed partnership, we reported foot

traffic.

ChallengeA national Big-Box retailer wanted to accurately target specific multi-

cultural audiences and speak to them with in-language messaging to

drive foot traffic in select markets for a Holiday campaign.