ADAPTIVE MARKETING Norm Johnston Chief Digital Officer Twitter @ntjohnston

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8,7 10,9 13,6

17,0 21,3

26,6 33,3

41,6

52,0

2012 2013 2014 2015 2016 2017 2018 2019 2020

(Billions)

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20% of the total response to a TV campaign is done

online within 10 minutes of exposure.

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150m

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ON AVERAGE WE PASS

PIECES OF PERSONAL INFO INTO

DATABASES EVERY WEEK

3,254

15 Adaptive Marketing

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64% 45% 54% 24%

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11100011100 10011000100 11001001010 00101100001

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PRICE PRODUCT

PROMOTION PLACE

BEHAVIOUR SEARCH

SENTIMENT SOCIAL

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10 minutes. 20% of the total response to a TV campaign is done online within

of exposure.

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21,000 ad units, across 845 campaigns, in 25 countries – bought and optimized in real-time

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Smart Paid + Good Owned = More Earned Media

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Predicted Volume of Earned Media views based on Unruly ‘Sharerank’

Brands need to develop share worthy content to increase their potential earned media.

8

4.5

2 1M Paid Views Paid Earned Views (Non Target) Earned Views (Target)

E= 74,171

1M Paid Views

1M Paid Views

E= 283,001

E=2,265,103

A video with a Sharerank of 8 will receive

34x

more earned views than a video with a Sharerank of 2

Source: Unruly Analytics 2013

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21,000 ad units, across 845 campaigns, in 25 countries – bought and optimized in real-time

THE FUTURE BELONGS TO THOSE WHO

PREPARE FOR

IT TODAY

Malcolm X

41

Changing Culture AXEL SPRINGER

THERE ARE ONLY TWO SOURCES OF COMPETITIVE ADVANTAGE:

THE ABILITY TO LEARN MORE

ABOUT OUR CUSOMTERS FASTER THAN THE COMPETITION

AND THE ABILITY TO

TURN THAT LEARNING INTO ACTION FASTER

THAN THE COMPETITION

Jack Welch