REaD Group prospectus Launch Event Daniel Stephenson

Fortitude

…as of January 2015

10.7m

Sky AdSmart gives advertisers

the flexibility to:

Scandal

• Select the specific audience they want

to reach

• Restrict who sees the advert to a specific

region, city or postal area

• Show an advert only when the defined

audience is watching

Sky AdSmart Channels

* Excluding live programmes

A League Of Their Own

*

* The Wolf of Wall Street

Arrow

How do we measure?

Impressions:

Where the target household saw at least 75%

of the advert

Household panel:

500k households whose boxes are connected to a

phone line and who dial back viewing information

on a daily basis

How do we trade?

Charged at cost per Thousand Impressions:

Cost per impression varies by audience selected

TV Direct Marketing Online Regional Press Regional Radio

Sky AdSmart Fixed Attributes

Any Shirt Will Do

Functional Fashion Seekers

Sporty Basics

Budget Image

Mainstream Fathers

Professional Look

Mid-range Suitability

Distinguished Classics

Quality not Quantity

Brand Boy

Dressed in the Best

Low-cost and Long-lasting

Conventional Appearance

Selective Habit

Fashion (Men)

Northern Scotland

Central Scotland

Border-Scotland

Border-England

Channel Islands

East-of-England

HTV Wales

HTV West

London

Meridian

Midlands

North-East

North-West

South-West

Ulster

Yorkshire

Regions

Belfast

Birmingham

Brighton/Worthing/Littleham

pton

Bristol

Cardiff & S-Wales Valleys

Edinburgh

Glasgow

Leeds-Bradford

Leicester

Liverpool/Birkenhead

Manchester

Newcastle-Sunderland

Nottingham-Derby

Portsmouth/Southampton

Sheffield

Metropolitan Area

Very Young Single

Very Young Homesharers

Very Young Family

Young Single

Young Homesharers

Young Family

Mature Single

Mature Homesharers

Mature Family

Older Single

Older Homesharers

Older Family

Elderly Single

Elderly Homesharers

Elderly Family

Lifestage

Accumulated Wealth

Balancing Budgets

Bright Futures

Consolidating Assets

Established Reserves

Family Interest

Growing Rewards

Platinum Pensions

Seasoned Economy

Single Endeavours

Stretched Finances

Sunset Security

Traditional Thrift

Young Essentials

Financial Strategy

Active Retirement

Alpha Territory

Careers and Kids

Claimant Cultures

Elderly Needs

Ex-Council Community

Industrial Heritage

Liberal Opinions

New Homemakers

Professional Rewards

Rural Solitude

Small Town Diversity

Suburban Mind-sets

Terraced Melting Pot

Upper Floor Living

Mosaic Lifestyle

Affluence

Very High

High

Mid High

Mid

Mid Low

Low

Very Low

Number of Cars

Owns 1 Car

Owns 2 Cars

Owns 3+ Cars

Mobile Average Bill

£10 - £30

£30 – £50

£50+

Car Insurance Renewals

Renewal Due in 4 months

Renewal Due in 3 months

Renewal Due in 2 months

Renewal Due in 1 month

Newspaper Readership

Reads Tabloid

Reads Broadsheet

Reads None

Age of Kids

Pre School age 0 - 4

Primary School age 5 – 11

Secondary School age 12 – 17

Custom

Custom segments

Postcode Area

Any UK postcode area

Pet Ownership

Has Cat

Has Dog

Home Owners

Home Owner

Non Home Owner

Senior Decision Makers

Owner/Director < 50 Employees

Owner/Director > 50 Employees

Mobile on Contract

On Contract

Not On Contract

Practical Comfort

High Fashion for Less

Family Sense

Restricted Wardrobe

Shoes and Mortgages

Shoestring Style

Kitted-out Kids

Image as Identity

Price and Practicality

Family Necessities

Best Dressed Fashionistas

Big Spenders

Hit-and-Run Shoppers

Local Essentials

Repetitive Purchasers

Autumn Style

Catalogue Classics

Traditional Tailoring

Moderation and Sales

Fashion (Women)

All men in HH are 16-24

Youngest male is 16-34

Youngest male is 35-44

Youngest male is 45-54

Youngest male is 55+

Women only HH

All women in HH are 16-24

Youngest female is 16-34

Youngest female is 35-44

Youngest female is 45-54

Youngest female is 55+

Men only HH

Household

Composition

Regions Conurbations Postal Area

Closer Geographical Targeting

Sky AdSmart Custom Segments

Custom Segments Build your own bespoke attributes

• Overlay your donor data with Sky household data

• Build your custom segments

• Combine with Sky AdSmart fixed targeting attributes

• Activate across the Sky Platform

• Launched in December 2014 with 2 Partners

Formula 1

The Lego Movie

Sky AdSmart Custom Segments

a

b

c

Build your own attributes

• Overlay your data with Sky

• Build your custom segments

• Activate based on lapsed or

existing donors

• Sky can undertake profiling on

your best donors to build

acquisition activity

Your

Data

Girls

• Building non-customer data Custom Segments

such as key postcode regions, event based

marketing or donor propensity score

• Transactional datasets

• Digital data

Evolving Datasets

Planning

I P E

• Reaffirm your audience

• Remove/Reduce wastage

• A route to TV for new advertisers

• A controlled environment for testing

• Tactical (light) bursts

• Complement other forms of marketing

• Replace less effective media

• Up weight freq. to core audience

• Finding hard to reach audiences

• Frequency capping

• Insights (portal / VA)

• Product differentiation

• Creative relevancy

• Flexible activation

• Thermal activation

• Currently no AB deadlines

• Scale

• Regional or Local

• Efficiency - 80% reach across 1 month

• Understand the ROI (£ in £ out)

• Understand the effectiveness

• Research capabilities - test v. control

• Closing the loop

• Complement direct channels

• Creative relevancy

• Understand the effectiveness

• Closing the Loop

Evaluation

skyadsmart.co.uk

Evaluation

• Isolate the Sky AdSmart effect

• Build a “£ In/£ Out” model

• Run audience research activity through survey and

panel based approaches

• Performance Based Trading & Evaluation

Formula 1

Skyfall

Performance Based Trading

• Performance Based Trading covers any campaigns

and clients that have attribution and efficiency as

their benchmark of success.

• Central to this is our bespoke reporting tool

• A Direct Marketing Grade Analytics Platform

currently at beta stage

Monsters Inc.

Future Platforms & Devices

More

Targeting

More

Channels

More

Platforms

Sky AdSmart Growth in 3 Key Areas

Believe in better