adtivity + Branded Activity

adtivity + Branded Activity Program

What is Branded Activity?
Enabling the brand to get closer to the activity on a partner property via deeper integration or custom elements

Program Summary
Advertisers that achieve a minimum spend on the adtivity platform receive a branded activity integration across a selection of partner properties as added value

Program Details
In addition to adtivity, advertisers receive a Branded gift or Branded Welcome Screen/Skin across 3-5 partner properties for 3-10 days based on spend

adtivity + Branded Activity Program

Value Proposition
-Marrying the ease of execution, high performance, and reach of adtivity with a deeper custom element -Allowing advertisers to get their brand attributes deeper into popular games and environments by branding the user activity

-Rounding out the perfect package of reach and high brand participation

adtivity + Branded Activity Program

Example
*sample only

adtivity

Welcome Screen

Branded Gift

adtivity + Branded Activity Program

Questions:
1.) Have you purchased the adtivity platform (Y/N) a. If No: Provide reasons why adtivity was/is not a good fit for your brand b. If Yes: Provide 2-3 reasons why adtivity made sense for your brand c. If Yes: Would you purchase it again? If no, why? 2.) Would the branded activity add-on encourage you to buy adtivity if you haven't before or increase your spend with us? 3.) Would the branded activity program add-on encourage you to spend, for example, $150,000 or more? If yes, why? If no, why not or is there another spend level that would make sense for your brand?

Questions and Answers

Questions: 1.) Have you purchased the adtivity platform (Y/N) a. If No: Provide reasons why adtivity was/is not a good fit for your brand b. If Yes: Provide 2-3 reasons why adtivity made sense for your brand c. If Yes: Would you purchase it again? If no, why? Answers: -5 said yes, one said no -If no rationale: targeting -If yes rationale: contextual relevance, ease of execution, high impact ad unit, seamless, relevant, fulfills social objectives, embedded, authentic, lean-forward -Buy again?: 5 out of 5 said yes

Questions and Answers

Questions: 2.) Would the branded activity add-on encourage you to buy adtivity if you haven't before or increase your spend with us? 3.) Would the branded activity program add-on encourage you to spend, for example, $150,000 or more? If yes, why? If no, why not or is there another spend level that would make sense for your brand? Answers: -yes, but not for that price. Would consider $50K fair -Maybe, depends on specific campaign objectives. Price is too high, might consider $75K$100K. Would also depend on quality and reach of games -No, this is not a fit for my brand -Yes, but not sure about the dollar spend. -Maybe, but depends on the impressions and engagements that are guaranteed -Price is too high, would have to be first-to-market opportunity on popular games

Michelle Futerman Digital Manager (Coke) at MediaVest

1.) Have you purchased the adtivity platform (Y/N) Yes a. If No: Provide reasons why adtivity was/is not a good fit for your brand b. If Yes: Provide 2-3 reasons why adtivity made sense for your brand *contextual relevancy with target *ease of execution *high impact ad unit a. If Yes: Would you purchase it again? If no, why? Yes 2.) Would the branded activity add-on encourage you to buy adtivity if you haven't before or increase your spend with us? Yes 3.) Would the branded activity program add-on encourage you to spend, for example, $150,000 or more? If yes, why? If no, why not or is there another spend level that would make sense for your brand? No, because often time the entire budget is in the $150K range. Unless the offering was 100% exclusive for 10 days, and the gift was truly compelling to the brand, the sponsorship fee is too high. I think the $50K range for the add on is fair or an increased CPM for the adtivity media with an added value line item with the add-ons based off a certain threshold.

Mike Bosco Associate Director, Integreated Planning (Nestle), Zenith

1.) Have you purchased the adtivity platform (Y/N) Yes a. If No: Provide reasons why adtivity was/is not a good fit for your brand b. If Yes: Provide 2-3 reasons why adtivity made sense for your brand Looking to engage users in the social space, needed a bigger canvas to get branding across a. If Yes: Would you purchase it again? If no, why? Yes, drove efficient engagement, allows for custom execution 2.) Would the branded activity add-on encourage you to buy adtivity if you haven't before or increase your spend with us? Potentially, it will depend on the specific initiative and if the specific client has the bandwidth/tolerance for the creative approvals. Its similar to how my account has worked with AS in the past, so its something of an interest. 3.) Would the branded activity program add-on encourage you to spend, for example, $150,000 or more? If yes, why? If no, why not or is there another spend level that would make sense for your brand? It somewhat would depend on the properties/reach of the apps/games for the integration, $75K-$100K might be a little more likely for my account

Wade Rifkin VP Media Director, (Amex)Digitas

1.) Have you purchased the adtivity platform (Y/N) No a. If No: Provide reasons why adtivity was/is not a good fit for your brand Awaiting targeting to isolate small business owners or affluent consumers (A25-54, HHI $100K+) Very efficient estimated (or ideally guaranteed) cost-per-share would be a fit for Small Business Saturday a. If Yes: Provide 2-3 reasons why adtivity made sense for your brand b. If Yes: Would you purchase it again? If no, why? 2.) Would the branded activity add-on encourage you to buy adtivity if you haven't before or increase your spend with us? If the activity was really targeted (e.g. patronizing a small business on Cityville, or a small business owner updating their profile on BranchOut), then yes. Would likely need to be paired with the above targeting ask

3.) Would the branded activity program add-on encourage you to spend, for example, $150,000 or more? If yes, why? If no, why not or is there another spend level that would make sense for your brand? Ability to target my audience really addressably or guaranteed cost-per-share are bigger incentives. The branded activity is a nice to have though. If its really targeted, could add some spend, but on its own I cant say that it would necessarily tack on $150K incremental. Again, depends on how targeted the branded activity was

Roberto Mastrocola Connections planning and Investment, Coca Cola

1.) Have you purchased the adtivity platform (Y/N) Yes a. If No: Provide reasons why adtivity was/is not a good fit for your brand b. If Yes: Provide 2-3 reasons why adtivity made sense for your brand Relevant and targeted to the brand positioning and strategy Seamless experience for brands looking to create actions on Facebook, especially with Gaming a. If Yes: Would you purchase it again? If no, why? Yes, depending on objectives 2.) Would the branded activity add-on encourage you to buy adtivity if you haven't before or increase your spend with us? Yes, I think this is a good idea and one way to bridge the gap for brands that have had success in integrated environment who may have looked at other online partners 3.) Would the branded activity program add-on encourage you to spend, for example, $150,000 or more? If yes, why? If no, why not or is there another spend level that would make sense for your brand? Not sure about dollar spend threshold. Would have to be evaluated on a case-by-case basis

Minyi Shih Associate Media Director, Zenith

1.) Have you purchased the adtivity platform (Y/N) Yes a. If No: Provide reasons why adtivity was/is not a good fit for your brand b. If Yes: Provide 2-3 reasons why adtivity made sense for your brand Fulfills social objectives Custom creative ability a. If Yes: Would you purchase it again? If no, why? Yes 2.) Would the branded activity add-on encourage you to buy adtivity if you haven't before or increase your spend with us? Possibly, depends on the type of branded activity 3.) Would the branded activity program add-on encourage you to spend, for example, $150,000 or more? If yes, why? If no, why not or is there another spend level that would make sense for your brand? Depends on what is guaranteed (imps, interactions, downloads)

Jeff Matisoff SVP Group Director, PHD (Safeway)

1.) Have you purchased the adtivity platform (Y/N) Yes a. If No: Provide reasons why adtivity was/is not a good fit for your brand b. If Yes: Provide 2-3 reasons why adtivity made sense for your brand Safeway is a true branding client. Focus is on impact, message adoption and interaction. We embrace social but have been seeking social executions that parallel with how consumers utilize social media. Adtivitys message delivery is 1) embedded 2) authentic 3) hits consumers when they are as lean-forward as they get on web and mobile a. If Yes: Would you purchase it again? If no, why? I really believe in the adtivity platform, although our results didnt prove out, Im looking for ways to get it back on our buy. The turnkey, deep integration story will be a big help. Additionally, as mobile builds out more and more youll have our ears 2.) Would the branded activity add-on encourage you to buy adtivity if you haven't before or increase your spend with us? Not so much for Safeway we have 7 store banners in 19 different DMAs. I think the versioning required would add more work than the AV is worth.however, for normal national clients I can see it as an interesting add-on. That said, Im not as familiar as I should be with the social gift worldI think your sales story will need to focus on case studies where social gifting has resulted in major brand lifts or brass ring moving more items off of shelves. Most clients still look at added value as a way to get more impressions and reduce eCPM. Im making an assumption, that the free gift impressions aren't staggeringly high but its the impact of someone choosing heck yeah, I want to send a Sour Patch Kid to so and so that is the success metric. Qualifying that as AV for a client will be challenging most agencies will just say hey, can we get more impressions. 3.) Would the branded activity program add-on encourage you to spend, for example, $150,000 or more? If yes, why? If no, why not or is there another spend level that would make sense for your brand? * I think $150k more is a stiff ask. But, again, Ive only seen the details of what you get I dont know the stats about how engaging or memorable a welcome screen is or how many people access the gifts or what the receptivity against certain targets is for social gifting. Thinking through two scenarios. 1 where the brand is a normal brand focused on awareness or conversion (whether in-store or online) and 2 where the brand really is focused on socially-impactful, integrated ideas (eg not retail clients ) In scenario 1, $150k is a steep incline for adding on a few test placements that might or might not prove out especially since the metrics will be either a) fluffy or b) CPA --- not sure you can win on either of those. In scenario 2, $150k seems valid for a first-to-market, deep integration across multiple popular social games. That said, do you run into a situation where the added value becomes more interesting and demanded than the adtivity impressions themselves? The Brand in scenario 2 might be more interested in the welcome screen and gift as opposed to the network impressions?