WFA REGIONAL CONFERENCE 16 JUNE 2015

RICHARD KOSINSKI PRESIDENT, UNRULY @rjkosinski

Title position here Your title sit over it THE GROWTH OF SHARING

Title position here Your title sit over it

IT’S HARDER THAN EVER TO

GET ATTENTION ON SOCIAL

4B VIDEOS SHARED DAILY ON FACEBOOK

20% OF TVCs WATCHED TO CONCLUSION VS.

97% IN 1990s

300 HRS UPLOADED TO YOU TUBE / MINUTE

“POST & PARY” ON YOUTUBE WON’T

GET VIDEOS SEEN CHANCE OF A “VIRAL HIT” IS RARE

0.06%

3.90%

14.70%

30.30%

50.30%

1mm+ Views

100k-1mm Views

10k-100k Views

1k - 10k Views

<1k Views

Average Total Views per Video on YouTube for the Top 100 Global Brands

Source: eMarketer/Pixability Top 100 Global Brands August 2013

THE OPEN WEB IS VAST

15.7%

views 84.3%

views YOUTUBE.COM & EMBEDDED

YOUTUBE PLAYER

THE MAJORITY OF TOTAL VIDEO VIEWS TAKE PLACE

OUTSIDE OF YOUTUBE

Source: US – comScore Video Metrix, January 2015, ads and content video views

OPEN WEB

Title position here Your title sit over it

SPEED & SCALE ARE KEY TO SOCIAL AMPLIFICATION

Source: Unruly Viral Video Chart and Unruly Analytics commercial video ads. 2014 data sampled April 2013 to March 2014; 2013 data sampled April 2012 to March 2013

THE LIFECYCLE OF A BRANDED VIDEO

WHY DOES SHARING MATTER TO BRANDS?

Source: Decipher Brand Tracking SINCE April 2013; Response captured through follow-up survey sent out 3 days after social video viewing (n=681)

Talk to someone

33% Homepage visit

24% Search online

18% Purchase

9%

BEHAVIOR WITHIN 3 DAYS OF VIEWING SHARED VIDEOS

Title position here Your title sit over it

EMOTIONAL RESPONSES THAT DRIVE SHARING

HAPPINESS IS A GLOBAL TRIGGER

South East Asia 1 Happiness

2 Inspiration

UK 1 Happiness

2 Hilarity

Brazil 1 Exhilaration

2 Happiness

United States 1 Happiness

2 Hilarity

Germany 1 Happiness

2 Exhilaration

India 1 Happiness

2 Inspiration

Source: Unruly ShareRank; >250,000 data points; February 2013 to March 2015

Title position here Your title sit over it

SOCIAL MOTIVATIONS THAT DRIVE SHARING

CULTURAL DIFFERENCES COUNT

South East Asia 1 Opinion seeking

2 Social utility

UK 1 Social utility

2 Conversation starting

Brazil 1 Conversation starting

2 Zeitgeist

United States 1 Shared passion

2 Social utility

Germany 1 Conversation starting

2 Shared passion

India 1 Opinion seeking

2 Social utility

Source: Unruly ShareRank; >250,000 data points; February 2013 to March 2015

Title position here Your title sit over it

VIEWERS IN

DEVELOPED WEB

MARKETS MORE

SELECTIVE

EMERGING MARKET VIEWERS

ARE BROADCAST SHARERS

India

All Friends

Source: Unruly ShareRank; >250,000 data points; February 2013 to March 2015

Since 2007

WHAT WE DO GETTING ONLINE VIDEOS WATCHED, TRACKED & ENGAGED WITH

PAID MEDIA TO MAXIMIZE EARNED MEDIA

PREDICT SHAREABILITY

MEASURE & BENCHMARK

OUR MISSION IS: TO DELIVER THE MOST AWESOME

SOCIAL VIDEO CAMPAIGNS ON THE PLANET!

30+ AWARDS

84% OF AD AGE

100 BRANDS

2 TRILLION VIEWS TRACKED

10,000+ CAMPAIGNS 1.36 BILLION MONTHLY UUS

200 PEOPLE IN

15 OFFICES

DELIVERING END-TO-END VALUE

PREDICT

Unruly Sharerank®

Know what works before you

even start.

DISTRIBUTE

Unruly Activate®

Get people to watch and

share you video.

PREDICT ENGAGEMENT

Title position here Your title sit over it

WHAT KIND OF ATTENTION IS RIGHT

FOR YOUR BRAND?

Basic emotions

Primal responses

Cognitive responses

Intensity

Emotional valence

Schema disruption

Social motivation

Memorability

Enjoyability

Medium

Favourability

Interpanel agreement

and more...

PREDICT & MAXIMIZE CONTENT

SHAREABILITY

Title position here Your title sit over it

PREDICT SOCIAL POTENTIAL OF YOUR VIDEO

UNRULY SHARERANK

• Proprietary algorithm to identify the

drivers of viral uplift in your video

• Quantify intrinsic shareability of video

content

• Maximize earned media

• Boost shareability of creative

• Customize player configuration

• Optimize media planning

• 80% Confidence levels

2

Adidas – The Dream:

All In or Nothing -- FIFA

World Cup™

Coca Cola - Grandpa

Intel – Look Inside

2

14

17

NOT ALL TVCs FULFILL THEIR POTENTIAL

14

17

Avg TVCs Avg US Ads

Coca Cola – “Grandpa”

Intel – “Look Inside” Adidas – “All or Nothing”

A DEEP DIVE ON 3 TVCs

COKE WINS OUT WITH NOSTALGIA

% Population Experiencing

Intense Emotions

Top Emotions

ADIDAS CONFUSED VIEWERS

Confusion

TVCs CAN INFORM ACROSS SCREENS

% Population Experiencing

Intense Cognitive Response Top Cognitives

PROVIDE SOCIAL RATIONALE TO SHARE

% Population Experiencing

Intense Social Motivations

Top Social Motivations

SHARERANK® TESTING COMES TO MEXICO:

OCTOBER 2015

ACTIVATE AUDIENCES

OPT-IN, NATIVE, ENGAGING FORMATS

6 SEC VINE 30 SEC SPOT 6 MIN FILM

SOCIAL VIDEO PUTS THE USER IN CONTROL

Title position here Your title sit over it 3 ENGAGING AD FORMATS

In-Stream In-Page In-Feed

• Skippable pre-roll for the Open Web

• Viewers opt-in

• Best for attention

• Cost-per-completed View

• The ad is the content

• Player launches apps and features

• Best for advocacy and attention

• Cost-per-view

• News feed video ads

• Viewability initiated

• Best for awareness

• Cost-per-view

1

2

3

CUSTOMIZABLE SOCIAL VIDEO PLAYER DESIGNED FOR ENGAGEMENT & OPTIMIZED FOR ACTION

1

2

3

Brand Bar

Annotation

Custom Buttons

Premium Sites

Mobile &

Tablet Devices

Blogs & Content

Discovery Sites

Social & Gaming

Applications

WHERE VIDEO ADS RUN MILLIONS OF SITES. MULTI-PLATFORM

Premium Sites High-end “official” play-

out environment

opportunity to blend brand

with premium

publications. Native to

that environment.

Mobile &

Tablet Devices Reach customers in any viewing context.

Mobile delivers higher share rates. Drive

positive brand sentiment by staying

relevant and accurate in targeting.

Native to that environment.

Contextual Blogs

& Content

Discovery

Platforms Access key influencers within

target audience. Drive

sharing and peer

recommendation. Build buzz

in advance of product

launch. Native to that

environment.

Social

Applications Access mass reach within

target demographic. Drive

voluntary performance KPIs.

Drives interaction and

completion rates two times

the norm. Native to that

environment.

MEDIA ACTIVATION MILLIONS OF SITES. MULTI-PLATFORM

UNRULY DELIVERS YOUR VIDEO IN MEXICO TODAY AND ACCESS TO THE LARGEST REGIONAL MARKETS IN LATAM

• ONLINE VIDEO SHARING IS GROWING FAST!

• CHANCE OF “GOING VIRAL” IS UNLIKELY

• MAJORITY OF VIEWING IS OUTSIDE OF YOUTUBE

• SHAREABILITY CAN BE PREDICTED

• DEVELOPING INTERNET MARKETS SHARE MORE BROADLY

• PAID MEDIA DRIVES GREATER EARNED MEDIA

• UNRULY DISTRIBUTION PRODUCTS ARE AVAILABLE TODAY

• VIDEO TESTING (SHARERANK) AVAILABLE OCT 2015

IN SUMMARY

Winner 2012 Digital

Innovation Award

Richard Kosinski President

richard.kosinski@unrulymedia.com

+1 (917) 783.8279

50 Company’s to

Watch 2014 Top 25 Hottest

Pre-IPO Cos

Title position here Your title sit over it

SHAKIRA’S WORLD CUP ANTHEM

6.04MM SHARES

1.1% SHARE RATE

4.3 M MEALS

529MM VIEWS

Shakira ft. Carlinhos Brown

La La La

6,039,651 shares all time

SHAKIRA & ACTIVIA’S LA LA LA

Title position here Your title sit over it

THE ROAD TO #1 Share

s

Title position here Your title sit over it EMERGING MARKET ENGAGEMENT

RATES ARE AMONG THE HIGHEST

IN THE WORLD

Source: Unruly Activate™, 11 December 2014 to 11 May 2015

97% 85% 76%

INTEGRAL BRANDING DRIVES RECALL