THE NEW WORLD OF DIGITAL MARKETING IN THE OIL AND GAS INDUSTRYSEPTEMBER 24, 2019 1:40 – 2:10 PM – SUNBURST ROOM

Copyright 2019 535 Media LLC

Who are we at 535media

535Media is an all-encompassing digital services provider that specializes in demand generation. We

leverage the marketing vehicles below and apply data segmentation and science to optimize every

tactic in every channel.

• Search Optimization

• Programmatic Display, Video, Connected TV

• Content Marketing

• Email Marketing

• Website Development

• Social

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We utilize all of these channels to deliver holistic campaigns and position

relevant content across every touch point in the digital landscape at the time

that it matters most. We leverage the most advanced technology and

extremely specific targeting to communicate with your audience at the

moment their intent is in line with your products and services. We then

leverage data to learn and continually optimize campaigns so that we convert

a user through every stage of the purchase funnel.

Copyright 2019 535 Media LLC

1) Brand Recognition

2) RFP – Increased demand

3) Lead Generation - Directly to business unit inside Evoqua (We set up landing – collect leads and

deliver leads to the business unit lead)

4) Recruiting

5) Messaging - Lobbying (Environmental – Safety – Community Outreach

6) Enter new geographies

7) Events – We are doing it right now!

Value Proposition:

1. Laser focused targeting vs TV / RADIO / MAIL / CALLS

2. Excellent data – Heatmap – Verifiable Leads – Delivery of Metrix

3. ROI

4. Flexible

Why Digital? 3

To meet market challenges and help you reach your goals :

Copyright 2019 535 Media LLC

Digital history4

Digital Media Evolution

SEO

SEARCHSOCIAL MEDIA

TARGETED DISPLAY

OTT CTV

Multi Media Evolution

Targeted Display

Targeted Display Advertising

With our Demand Side Platforms (DSPs), access to

unstructured data, and third party segments, we

provide flexibility and several options for reaching

an audience customized to your business.

✓Site Retargeting

✓Keyword/Contextual Targeting

✓Category Targeting

✓Geo-Fencing

✓Demographic Targeting

✓Third Party Data

3 Parts to Geo-Fencing

Geo-fencing uses the most

advanced location-based

mobile advertising technology

powered by latitude and

longitude data to target users

who visit specific geographic

areas. Advertisers create a

custom shaped geo-fence

around an area where they

desire to target customers.A competitor, venue, or specific part

of town

Geo-Fencing

Allows advertisers to

accurately gauge and

optimize mobile campaign

effectiveness by tracking

online-to-offline

conversions. For

consumers who were

previously served an ad,

our technology recognizes

that unique user and

attributes their visit as an

offline conversion.

Conversion Zones

A precise temporal geo-

targeting technology

that allows advertisers

to build a custom

audience based on a

geo-fence during a

specified day-and-time

window of an event.

Event Targeting

Addressable geo-fencing

Client 1st

Party

Address

Lists

3rd party

Curated

Address

Lists

Two ways to identify the specific households to target.

OR

Case Study – Oil and Gas Supply and Logistics company

Overview

An oil and gas logistics and support services company

wants to build increase their RFP participation rate in

the non traditional oil and gas drilling space.

Solution

Results

535media used the keyword search retargeting tactic

for their provided geo-target areas. Geotargeting of key

headquarters sites. Geo targeting of active and planned

drill site locations. Tactics – Display, Preroll video and

email.

Category:

Energy Logistics

Campaign Length:

Ongoing

Result:

CTR rate above .175

We were able to boost their brand awareness by

delivering millions of impressions with providing an

exceptional CTR of 0.175%.

0.175%Campaign

CTR

Non -Traditional Drilling Targets

1. PROCUREMENT OFFICERS2. DRILLING SUPERINTENDENTS3. COMPLETION SUPERINTENDENTS

Key Words1. Drilling2. Well Maintenance3. Well water4. Well waste5. Transportation

GEOGRAPHIC AREAS

AUDIENCE TARGETING

ACTIVE SITE LOCATIONS

HEADQUARTER ADDRESSES & INDIVIDUALS

Campaign Breakdown

All Tactics Included Display and Pre Roll:- Site Retargeting

• Tracking Pixel (snippet of code) is place on client’s website to retarget website users. Specific website pages can be tracked for campaign views

- Keyword/Contextual Targeting• Target Individuals who are searching specific keywords in real time

- Geo Target- Washington County, PA, Greene County, PA, Fayette County, PA, Beaver County, PA, Tyler County, WV,

Wetzel County, PA, Marshall County, WV, Ohio County, WV, Brooke County, WV, Harrison County, WV, Belmont County, OH, Jefferson County, OH, Monroe County, OH, Harrison County, OH

- Geo-fencing• Target individuals who have physically entered any of the campaign geo fences – ex. Southpoint

Offices and other areas saturated with Oil & Gas companies in the Marcellus Shale region

– Third Party Data or Optimized Keyword List • Targeting individuals (procurement officers, drilling superintendent, completion

superintendent) who have performed search queries or has interacted with web content that implies he/she is in-market for your products or services

– Targeting IP Addresses • When provided with a list of companies and their IP range we can incorporate IP Targeting into

the display campaign.

Site Retargeting: Retarget client’s website and track view through conversions (people who saw the ads then went directly to the clients website instead of clicking the ad)

Keywords:Optimized Keyword List that will be used for Keyword Search Retargeting

Geo Target: Washington County, PA, Greene County, PA, Fayette County, PA, Beaver County, PA, Tyler County, WV, Wetzel County, PA, Marshall County, WV, Ohio County, WV, Brooke County, WV, Harrison County, WV, Belmont County, OH, Jefferson County, OH, Monroe County, OH, Harrison County, OH

Geo-fences: Southpointe and Other Specific Businesses related to Oil/Gas

Third Party Segments and Optimized Keyword List:procurement officers, drilling superintendents, completion superintendents in Oil and Gas Companies

IP Targeting: targeting IP addresses based on their IP range

Digital Video Advertisement: Pre Roll 15 second video that will appear on mobile devices and desktops

Email: monthly email campaigns

Total Campaign Budget

$20,000 per month

Display Campaign$5,000 per month

EBlast (Email Marketing) $5,000 per month

Campaign Budget Breakdown

Pre Roll Campaign$10,000 per month

Recommended Option – (Medium)

Digital Targeting at Every Level

LEAD GENERATION:

With targeted display

campaign tactics, we are

able to nurture prospects

from interest to intent,

allowing us the ability to

create awareness and

eventually conversions.

Embracing this full funnel

strategy for programmatic

display gives us the ability

to capture the audience at

any stage of acquisition.

Drill Sites

EngineersProcurement Project Managers

CRM / ListsCustomersOil and Gas Head OfficesEmails

Data & Reports

Measuring Campaign Success

There shouldn’t be one way to measure the success of an online display campaign. The preferred method of measuring campaign success is by analyzing audience reach using the number of impressions delivered. An impression is the single instance of an ad appearing on a web page and in turn, estimates the number of people an advertisement has reached.

FUN FACT: After Exposure to Display Ads, 1 in 5 Users Will Search for the Advertiser and 1 in 3 Will Visit the Brands' Site*

Measure the success of your digital campaign by:

▪ An increase in web traffic▪ An increase in brand name searches▪ The quality of web traffic (more time spent, more pages viewed, etc)

▪ Click Thru Rate (average CTR is between 0.06% to 0.10%)

▪ Achieving business objectives or key performance indicators (KPIs)

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Streaming Audio & Video Services

Utilize real-time data to get your

video ad in front of the right

customer at the right time.

Programmatic Video

“TV-like” video content that is

streamed over the internet

without the need for a

subscription from a cable or

satellite provider.

OTT/CTV

FOLLOWING PAGESREFERENCES AND ADDITIONAL CASE STUDY EXAMPLES

Case Study - Columbia Gas

OverviewA local utility company, Columbia Gas, wanted to run a Public Service

Announcement (PSA) campaign that informed individuals they were

working in their neighborhood. The goal of this campaign was to get as

many people in these target areas to click on the utility company’s

landing page to get more information.

Solution

Results

535media used the keyword search retargeting tactic for their

provided geo-target areas. When a user actively searched for

the utility or construction within the geo-target areas, they

would be retargeted with ads.

Category:

Energy Company

Campaign Length:

3 Months

Result:

2,620 Clicks

We were able to boost their brand awareness by delivering

over 1,036,328 impressions with 2,620 clicks giving us an

exceptional CTR of 0.25%.

0.25%Campaign

CTR

Case Study – Oil Company Targets Convention

OVERVIEW

An Oil and Gas advertiser wanted to utilize new geo-fencing technology in order to

target a national political party’s presidential nominating convention. Over a two-day

period, the client’s goal was to deliver more than 3 million impressions and

maximize CTR.

SOLUTION

The 535 team and the advertiser developed a geo-fencing strategy with a custom-

shaped target zone drawn around the convention center and immediately

surrounding city blocks. With quick learning from the campaign launch, the team

and our multivariate algorithms made several mid-flight optimizations to ensure

maximum delivery and performance. These included adding the mobile geo-

optimization tactic to reach more users in the host city, introducing multiple creative

sizes, and adjusting bid amounts.

RESULTS

Through multiple tactics and optimizations, the campaign exceeded the initial goal

for both CTR and impressions. After just two days, Simpli.fi delivered more than 3

million impressions and achieved a high CTR of .21%.

.21% CTRCAMPAIGN RESULT

CATEGORY

POLITICAL LOBBYING

CAMPAIGN IMPRESSIONS3.4 MILLION

CAMPAIGN LENGTH

3 DAYS

Case Study - Mountain Resort – Beer Festival

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OVERVIEW

A local mountain resort is holding a weekend beer festival.

SOLUTION

The 535 Media team and the advertiser developed a strategy of site

retargeting, keyword-level retargeting, and audience targeting to reach

individuals. The team built geo-fences around over 100 micro breweries

across the state as well as around Mellon Square, a wine festival held at

the Fox Chapel Yacht Club, PNC Park, etc. The team also established a

conversion zone around the event itself to track conversions. After

launch, 535 Media and our multivariate algorithms optimized the

campaign by adjusting keywords, shifting budget programmatically, and

tweaking pacing to ensure proper delivery.

RESULTS

Over the two week duration of the campaign, we delivered a .21% CTR,

more than doubling the industry average.

.21% CTRCAMPAIGN CTR

CATEGORY

EVENT - DESTINATION

GEO-FENCING RESULT

Ongoing .21% CTR

CAMPAIGN LENGTH

2 WEEKS

Thank You

cjohnson@535mediallc.com

Phone: 513-910-1480

210 Wood St. Tarentum, PA 15084

www.535mediallc.com

Clark Johnson