Delivering an Efficient, Global, Best-in-Class Performance Media Practice to Advertisers

MANAGEMENT SUMMARY

The global Resolution solution offers:• An existing global model, working for advertisers

today• An efficient use of regional and local offices

working cohesively• Able to plug into the wider advertising functions

CONTENTS

• Introduction to Resolution• Resolution Service Offering• Resolution Philosophy• Summary

• The global performance media agency, within Omnicom

• Roll-out of Resolution Media practices, launched in 2003

• Made up of 500+ people, across 60+ markets

• Hubs in major US cities, London, Buenos Aires, Beijing, Singapore and Sydney

• Managed $1.2B+ globally, for search and social media and management in 2012

• Google’s and Baidu’s highest spending global agency

• Core services are Audience Insights, Content Planning and Development (SEO and Newsroom), Real-Time Optimization (Paid Search and Paid Social) and Analytics

• To form a connected user experience

Advertising AgenciesMedia Services

The Trading Desk

Resolution is part of the media services agencies, within the wider Omnicom Group of companies:

Diversified Marketing

AGENCY ALIGNMENT

Content Planning and Development

We offer four core services:

Audience Insights

Data and Analytics

Real-Time Optimization

• Digital demographics

• Targeting opportunities

• Social monitoring

• Competitive analysis

• SEO

• Performance- based rapid content creation

• Website publishing

• Paid search

• Paid social

• Product listing feeds

• Search retargeting

• Programmatic buying

• Global supertag and DMP

• Path to conversion tracking

• Cross-channel attribution

• CRM in/ out data feeds

RESOLUTION SERVICE OFFERING

CURRENT

• Resolution is an active industry leader (SIS, SES, SMX speakers, commentators in MediaPost, AdAge, MediaWeek and more)

• We write and distribute POVs to clients (then stored on: http://resolutionmedia.com/about-resolution-media)

• Our blog is: http://resolutionmedia.com/digital-marketing-blog

• Other blogs written by Resolution employees (outside of work) are:

• www.BrysonMeunier.com• www.IntellectInteractive.com

RESOLUTION THOUGHT-LEADERSHIP

2012 ThinkLA Interactive Award: Winner For Best Use of Search/Targeting for the Call of Duty: Modern Warfare 3 Campaign – Activision Team

2012 ClickZ Connected Marketing Award: Honorable Mention for Best Use of Search Marketing for the Call of Duty: Modern Warfare 3 Campaign - Activision Team

2011 CIMA Star Award: Best Use of Search – Resolution Media

2010 PROMO’S Interactive Marketing Award: Silver for Clicks to Bricks Search Engine Marketing Campaign for – Pier 1 Team

AWARD RECOGNITION

Key Levers for Delivering Global Performance Excellence to Advertisers:

Structure

A centralized hub to coordinate and fund local, on the

ground, specialism

Integration

Capturing interest triggered by other

marcoms, at all stages of the

purchase path

Technology

The combination of people and technology to

enable scale and sophistication

Campaign Management

Locally executed campaigns,

delivered off globally consistent

foundations

RESOLUTION PHILOSOPHY

Global

NA APAC EMEA LATAM

• Global and regional leadership is set up to mirror client structures

• Specific to client needs, Resolution has the flexibility to select on the ground resources, that speak the local languages and specialize in performance media particular to their markets

StructureGLOBAL LEADERSHIP AND LOCAL SPECIALISM

MEXICO

UNITED STATES

VENEZUELA

COLOMBIA

ECUADOR

PERU

CHILE

BRAZIL

ARGENTINA

PORTUGALSPAIN

IRELAND

UNITEDKINGDOM

FRANCE

GERMANY

ITALY

POLAND

SWEDEN

NORWAY

HUNGARY

FINLAND

RUSSIA

TURKEY

CHINA

INDIA

Singapore

INDONESIA

PHILIPPINES

TAIWAN

JAPANKOREA

HONG KONG

THAILAND

VIETNAM

AUSTRALIA

NEWZEALAND

New York

Buenos Aires

London

Beijing

S.AFRICA

UAE

CANADA

EMEARegional HQ is located in London.

Local officesAustria Ireland SlovakiaBelgium Italy SpainCzech R Netherlands SwedenDenmark Norway SwitzerlandFinland Poland TurkeyFrance Portugal UAEGermany Romania UKGreece Russia UkraineHungary S Africa

LATAMRegional HQ is located in Buenos Aires

Local officesArgentina EcuadorBrazil MexicoChile PeruColombia Venezuela

APACRegional HQs are located in Singapore, Beijing and Sydney

Local offices

Australia MalaysiaChina New ZealandHong Kong PhilippinesIndia SingaporeIndonesia TaiwanJapan ThailandKorea Vietnam

N AmericaRegional HQ is located in New York CityLocal officesUS: Canada:Chicago MontrealLos Angeles TorontoNew York CitySan Francisco

From our 4 regional hubs or our 60+ local offices, Resolution can run activity across all markets

Resolution has the global footprint to manage campaigns in all markets, around the world

OUR GLOBAL PRESENCE

Sydney

Structure

Local officesAustralia MalaysiaChina New ZealandHong Kong PhilippinesIndia SingaporeIndonesia TaiwanJapan ThailandKorea Vietnam

Resolution has 70+ specialists, across 14 markets, in APAC

RESOLUTION IN APAC

Major clients include:

Resolution regional hubs are located in Beijing, Singapore and Sydney. The Singapore office contains specialists from across all major APAC markets. Additionally, there are specialists in local Resolution offices too:

AUSTRALIA

NEW ZEALAND

VIETNAM

INDONESIA

CHINA

PHILIPPINES

THAILAND

JAPANS KOREA

INDIA

MALAYSIA

HONG KONG

TAIWAN

Sydney

Beijing

Singapore

Structure

Resolution has 220+ specialists, across 27 markets, in EMEA

RESOLUTION IN EMEA

GERMANYPOLANDNETHERLANDS

DENMARKUNITEDKINGDOM

SPAINPORTUGAL

HUNGARY

CZECH REPUBLIC

TURKEY

BELGIUM

SWITZERLAND

AUSTRIA

ITALY

FRANCE

IRELAND

NORWAY

SWEDEN

FINLAND

RUSSIALocal officesAustria Ireland SlovakiaBelgium Italy SpainCzech R Netherlands Sweden

Denmark NorwaySwitzerland

Finland Poland TurkeyFrance Portugal UAEGermany Romania UKGreece Russia UkraineHungary S Africa

LONDON

GREECE

ROMANIA

SLOVAKIA

UKRAINE

Major clients include:

The Resolution regional hub is located in London. The office contains specialists from across all major EMEA markets. Additionally, there are specialists in local Resolution offices too:

Structure

Resolution has 20+ specialists, across 3 markets, in LATAM

RESOLUTION IN LATAM

Major clients include:

The Resolution regional hub is located in Buenos Aires. The office contains specialists from across all major LATAM markets. Additionally, there are specialists in local Resolution offices too:

ARGENTINA

COLOMBIA

MEXICO

Buenos Aires

Local officesArgentina MexicoColombia

Structure

Local officesUS: Canada:Chicago MontrealLos Angeles TorontoNew York CitySan Francisco

Resolution has 180+ specialists, across the US and Canada

RESOLUTION IN NORTH AMERICA

Major clients include:

The Resolution global HQ is located in Chicago. Additional Resolution offices are located in major US and Canadian cities:

UNITED STATES New York

CANADA

Structure

Media PlanningPart of the overall

communications mix

Campaign ExecutionAligned to wider a client’s

advertising activity

ReportingDriving actionable brand/

communication insights

The Model

Reporting KPIs that indicate campaign and overall business impact. Also allowing correct attribution and cross-channel analysis/ modeling

Search and social aligned to wider advertising messaging and flightings aligned to wider advertising investment

How Resolution Fits…

A media-wide planning mechanism to ensure that performance media is funded correctly

Resolution strives to integrate performance media alongside other advertising vehicles. The below model details our approach:

IntegrationADVERTISING INTEGRATION

PlanningMedia plans are informed by the impact that the buys have

on search, social and engagement

ExecutionTrack search behavior and

social buzz to different media buys

ReportingValidate the quality of media buys against search behavior, social buzz and engagement

rates

The Model

FULL CIRCLE- SEARCH AND SOCIAL INFORMING WIDER MEDIA

Past search impressions, social buzz and onsite engagement rates are considered when creating media plans

Search impressions, social buzz and onsite engagement rates are plotted over time and then overlaid by media buys

Media buys are assessed based on the impact they have on search impressions, social buzz and onsite engagement rates

Integration

As the model turns, performance media moves, from just capturing the interest generated by other advertising vehicles, to informing them:

FULL CIRCLE- WIDER MEDIA IMPACT ON SEARCH

TV, ESPN, Commercial, National, 6.30PM, 30 seconds

TV, ESPN, Commercial, National, 6.30PM, 30 seconds

Press, WSJ, ½ Page, National, 12.00AM, 24 hours

Aligning search performance with media buys creates intelligence:

Integration

Technology

Key preferred features on Marin Software are:

Resolution utilizes a customized version of Marin:• Access to Marin’s product development, and alpha test opportunities• Seamless integration with Adobe SiteCatalyst conversion data (already applied to

some Resolution SEM clients)• Preferred partner pricing

Filtering. Functionality to rapidly identify and segment keywords for optimization

Dimensions. Search engine accounts (across providers and markets) can be combined within the interface making navigation, optimization and reporting extremely efficient

Customized Reporting. Customized online reporting templates and Web Query Reporting for different stakeholders- perfect for clients

Bidding Folders. The ability to set auto-bid rules for various scenarios makes managing the tail extremely efficient

RESOLUTION’S PREFERRED SEARCH MANAGEMENT TECHNOLOGY

GLOBAL SEARCHCampaign

Management

Typically, search and social campaigns are created from the ground up for every market that an advertiser wants to reach

Origination (N America)• Paid search account structures• Search term and ad-copy

generation• Paid search optimization• Website architecture• Content optimization• Link development• Paid social account set-up and

targeting• Paid search optimization• Reporting data pulls• Reporting insights• Technology trafficking and QA• Ongoing coordination

Origination (LATAM)• Paid search account structures• Search term and ad-copy

generation• Paid search optimization• Website architecture• Content optimization• Link development• Paid social account set-up and

targeting• Paid search optimization• Reporting data pulls• Reporting insights• Technology trafficking and QA• Ongoing coordination

Origination (EMEA)• Paid search account structures• Search term and ad-copy

generation• Paid search optimization• Website architecture• Content optimization• Link development• Paid social account set-up and

targeting• Paid search optimization• Reporting data pulls• Reporting insights• Technology trafficking and QA• Ongoing coordination

Origination (APAC)• Paid search account structures• Search term and ad-copy

generation• Paid search optimization• Website architecture• Content optimization• Link development• Paid social account set-up and

targeting• Paid search optimization• Reporting data pulls• Reporting insights• Technology trafficking and QA• Ongoing coordination

THE RESOLUTION GLOBAL MODELCampaign

Management

A central team can create campaign assets and provide account support functions for all markets. Regional and/ or local teams can translate, transform and localize (TTL) campaign assets and execute in market.

Origination (N America)• Paid search account structures• Search term and ad-copy

generation• Paid search optimization• Website architecture• Content optimization• Link development• Paid social account set-up and

targeting• Paid search optimization• Reporting data pulls• Reporting insights• Technology trafficking and QA• Ongoing coordination

Adaptation (LATAM)• Paid search account structures• Search term and ad-copy

generation TTL• Paid search optimization• Website architecture• Content optimization• Link development• Paid social account set-up and

targeting• Paid search optimization• Reporting data pulls• Reporting insights• Technology trafficking and QA• Ongoing coordination

Adaptation (EMEA)• Paid search account structures• Search term and ad-copy

generation TTL• Paid search optimization• Website architecture• Content optimization• Link development• Paid social account set-up and

targeting• Paid search optimization• Reporting data pulls• Reporting insights• Technology trafficking and QA• Ongoing coordination

Adaptation (APAC)• Paid search account structures• Search term and ad-copy

generation TTL• Paid search optimization• Website architecture• Content optimization• Link development• Paid social account set-up and

targeting• Paid search optimization• Reporting data pulls• Reporting insights• Technology trafficking and QA• Ongoing coordination

Through our global model, the quality of our campaigns is consistently high, but repeated tasks are removed

Arch

itect

ure •Site Hierarchy/URL Optimization

•Duplicate Content Elimination•Server Setting Refinement•CMS & Redesign Consultation Co

nten

t •Priority Page Optimizations•New On-Site Content Development

•Content Development for Off-Site Syndication O

utre

ach •Current Inbound Link

optimization•New inbound link cultivation•Bookmark/sharing facilitation•Social content utilizations

• Keyword Selection: Review of tools, tactics and strategies for identifying, evaluating, refining, prioritizing and assigning keywords for search engine optimization

• Architectural Optimization: Detailed overview of site development, coding, server configuration, and website organizational elements that impact SEO and tactics for optimizing these elements

• Page-Level Optimization: SEO best practices, including SEO copywriting, for optimizing on-page attributes designed to improve an individual URL’s relevance to specific priority keywords

• Inbound Link Development: Review of tools and tactics for effectively evaluating current inbound link network, identifying opportunities, and strengthening page authority

Key Components:

Campaign Management

Consulting and recommendations around:

SEO: CONTENT OPTIMIZATION SERVICES

Digital Newsroom Owned

Paid

Earned

Audience monitoring

Real

-Tim

e Li

sten

ing

and

Anal

ytics

Rapid response strategy

Publishing and execution

Intelligence gathering

Campaign Management

The digital newsroom rapidly creates trending online content, relevant to our advertisers, for seeding in paid, owned and earned spaces.

NEWSROOM: RAPID CONTENT CREATION

PAID SEARCH: A RIGOROUS PERFORMANCE MANAGEMENT MODEL

Campaign Management

SCOPE is our search management process to ensure 150+ “performance levers” are understood and leveraged at right time and context to drive efficiency and scale.

Discover Goals

Plan Strategy

ImplementFoundation

Optimize Performance

Measure Insights

•Awareness, Engagement, DR Goals•KPIs, Benchmarks•Social Mix: Facebook, Twitter, YouTube, LinkedIn

• Analyze historical data• Ad types, landing pages,

creatives• Align to broader media

plan/flights

•Proven campaign structures•Creative versions/iterations•Tracking

•Hyper-segmentation•A/B testing•Ad scheduling/rotation•Social bid-algorithms•Daily/intra-day management

•Mine performance data•Insights to inform future strategies•Extend targeting criteria, refine•Correlation, attribution

Campaign Management

SOCIAL: PERFORMANCE MANAGEMENT IN PAID SOCIAL CHANNELS

Insi

ghts

& E

ffici

enci

es

IN-SEARCH TRENDS & CORRELATIONSGeo Analysis, Time of Day Analysis, Creative & Landing Page Analysis, Site/Page Engagement Analysis, Product/AOV Analysis, Latent Conversions

CROSS-MEDIA CORRELATIONS

TV, Print, Radio, Digital Display vs. Search. GRP’s, Flighting, MarketsDisplay Placements/Creatives, Online to Offline (including phone tracking)

ATTRIBUTION MODELING• In-Search (Keyword Trail)• Cross-Channel (Search, Display, Email, etc.)• Messaging and Offers

BIDDING MODELS AND RULES• Bid Landscape Analysis• Max Bid/CPC Scale and Efficiency Analysis• Custom Bid Rule & Predictive Model Development• Active Bid Rule & Predictive Model Assessment and Adjustment

CUSTOMER LIFETIME VALUEPurchase History, Product Preference, Keywords & Cross-Media Paths to Conversion

REMARKETING AND CROSS-PROMOTIONSSearch Query-based Remarketing (non-converters) and Cross-Promotions (converters)

Output

Limited WasteSmart In-Search Targeting

Ex: 15% efficiency lift

Buy Funnel ConsideredLeverage AwarenessEx: 10% efficiency lift

Buy Funnel KnownAdjust to Conversion Path

Ex: 10% efficiency lift

Behavior/Value KnownLogical campaign focus

Real-time ActionsSmarter, efficient bidding

Ex: 15% efficiency lift

Drive LoyaltyMerchandising thru search

Ex: 10% efficiency list

Campaign Management

ANALYTICS: DATA MODELING AND TESTING DRIVES PERFORMANCE

Key Levers for Delivering Global Performance Excellence to Advertisers:

Structure

A centralized hub to coordinate and fund local, on the

ground, specialism

Integration

Capturing interest triggered by other

marcoms, at all stages of the

purchase path

Technology

The combination of people and technology to

enable scale and sophistication

Campaign Management

Locally executed campaigns,

delivered off globally consistent

foundations

RESOLUTION PHILOSOPHY

SUMMARY

The global Resolution solution offers:• An existing global model, working for advertisers

today• An efficient use of regional and local offices

working cohesively• Able to plug into the wider advertising functions

The Resolution cross-market models are already in place, servicing advertisers today:

THANK YOU

Model: 14 FTEs, across 3 offices, servicing 26 markets, in 22 languages.Stand-out results: Nissan has enjoyed a 1,200% increase in response rate, yet a 92% reduction in cost per lead, since becoming a client in 2010.Model: 34 FTEs, across 11 offices, servicing 160+ hotels. SEM, SEO and Social campaigns are in 22 languages.Stand-out results: Hyatt has enjoyed a 65% increase in ROAS (global average) since switching to Resolution, in Q4 2011.

Model (Social media): 8 FTEs, servicing 14 markets, in 12 languages.Stand-out results: Intel has gained 50,000 additional Page Likes, at a 34% lower CPL. People Talking About That (PTAT) has steadily increased MoM. Cost per Download (website conversion) has decreased by 35%. All since launching in Q3 2012.