HEAT UP

WITH ADPARLOR

Agenda

1. AdParlor – Ads API

2. Mobile & Facebook

3. Molson Objectives

4. Weather Targeting Solution

5. Results

AdParlor Ads API

Global Facebook Strategic Preferred Marketing Developer (sPMD)

Technology - That Delivers ROISuperior algorithms and optimization strategiesReal-time bid optimization/reporting

Tools - Leading Edge PlatformAdvanced insights & analyticsPowerful ad creation and management

Official Twitter Ads API Partner

Teams – Experienced ExpertsFollow The Sun ServiceSocial media experts - Consultative approach

Who Is AdParlorOptimize Your Social Initiatives on a Single Platform

Mobile & Facebook Stats

Mobile Ad Spending In Canada2012 - 2017

By 2017, mobile advertising in Canada

will be almost 10 times its 2012 level and

make up about one in three digital dollars

spent.

Spend on the mobile channel in 2012 nearly

doubled from the previous year.

Advertisers spent CA$160 million on mobile

in 2012, and eMarketer forecast even

greater growth of CA$344 million in 2013.

Mobile Ad Spending in Canada, 2012-2017Millions of CA $ and % Change

When Social Becomes MobileReaching Your Mobile Audience on Facebook in Canada

Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013

9.4Mpeople daily on

mobile

19Mpeople monthly

That’s 71% of internet users

13Mpeople monthly

on mobile

That’s 55% of mobile phone users

14Mpeople daily

Every Day Every Month

Molson Objectives

Molson Coors

The Market

Canada’s Oldest Brewery founded in 1786

An estimated 10M Canadians drink beer making it the number one alcoholic beverage in Canada

85% market share of total Ontario beer sales*

*Molson Coors Canada is part-owner of The Beer Store in Ontario Brewers Retail Inc., operating as a beer distribution and retail chain. Molson Coors Canada owns 50% of Brewers Distribution Limited in Western Canada

Molson Coors

Seasonal Challenges

Sustain active fans and fuel engagement within the Molson Coors community on Facebook during the summer months

Weather conditions have a meaningful impact on beer sales, both positive and negative

Continue to create innovative marketing strategies to support sales and differentiate Molson Coors from it’s competitors

Molson’s ObjectivesIncrease Product Awareness and “Refresh” Brand Positioning

Introduce and support a new product within the Canadian market - Molson Cider

Reinforce the brand positioning and sales of an established brand - Coors Light

The Solution

The Solution

1. Own Mobile – reach users that are moving off of desktop and onto mobile for the summer

2. Own Weather – Rather than a risk, turn it into an opportunity to communicate unique messaging

Real-time Weather Targeting

API Integration

Target City, 25-34

Weather API Integration

Activate ads on a city level based on the local weather conditionsThe Solution

Real-Time Data and Optimization

Methodology

Technical Integration

Weather API Built a rule-based engine Work into existing

optimization process

Development of Logic

Based on feedback Developed rule framework

Campaign Execution

Develop creative – completed by

internal teams with client approval Additional targeting applied: gender,

age, location, time of day Establish control group Optimized campaign based on

performance

Results

Results

The ads based on the ‘hot weather conditions’ delivered higher engagement. Users who clicked on ‘Weather Specific’ ads were 89% more likely to click a link, 50% more likely to mention the brand page and 33% more likely to comment as opposed to users who clicked on the ‘Generic’ ads.

CPC rates on the ‘Weather Specific’ ads were 67% lower than the ‘Generic’ ads.

Engagement rates were the highest among males 19-34.

The ‘Weather Specific’ ads outperformed the ‘Generic’ ads within multiple engagement categories.

89%more likely

to click

50%more likely to mention the brand page

33%more likely to

comment

CPC rates 67% lower

Results – Engagement Metrics

Drive awareness and engagement around Coors Light’s ice-cold refreshment positioning

The campaign was targeted to males and females ages 19-49 in the following cities:

Winnipeg Vancouver Toronto St. John’s Montreal Moncton Halifax Edmonton

An Established Brand

Educate and support a new product launch

The campaign was targeted to males and females ages 19-34 in Toronto and Halifax

Results – Engagement MetricsA new product launch

Thank You!Mladen Raickovic

GM, AdParlor

mraickovic@adknowledge.com