Rocket fuel cross device and ptv 12-9-15 sharedv2

PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
R O C K E T F U E L
D e c e m b e r, 2 0 1 5
PEOPLE-BASED MARKETING
Lunch and Lear n

M A R K E T I N G T H AT L E A R N S
L E A R N T H E M O M E N T S T H A T D R I V E C A M P A I G N P E R F O R M A N C E
July 1 July 15 July 30
$100.00
$50.00
$40.00
$30.00
$60.00
$70.00
$10.00
$0.00
CUMULATIVECOSTPERACTION
SIGNIFIGANTMODELATTRIBUTES
$5.00
$20.00
$90.00
$80.00
120
60
80
20
40
100
0
Cost per Action
Number of Attributes
RELEVANT ATTRIBUTES OF ~11.3M:
+2.11 Visited a product page
+0.95 Is in the Atlanta DMA
+0.89 Saw an ad 7-14 days ago
-0.55 Is planning a trip
+0.60 Is reading the news
+0.51 Searched for luxury products
-0.65 On a mobile device
+0.46 Made a luxury retail purchase
+0.43 Played an online game
-0.45 Purchased sporting goods
-0.54 Made a non-luxury retail purchase
+0.41 Is in the Tampa DMA
-0.50 Watched a TV show online
+0.38 Clicked on an ad before
+0.31 Booked a flight in the last wee
+0.25 Is in the Orlando DMA
-0.54 Is searching for an apartment
-0.21 Is in the Los Angeles DMA
-0.30 Saw an ad within the last hour
+0.37 Has clicked on an ad before
-0.31 Has seen 3+ ads already
+0.48 Is in the Houston DMA
-0.50 Watched a TV show online
-0.54 Made a non-luxury retail purchase
+1.93 Visited a product page
+0.73 Is on a social networking site
-0.32 Is shopping via online auction
+0.71 Is reading the news
+0.25 Is in the Orlando DMA
-0.45 Purchased sporting goods
+0.51 Searched for luxury products
+0.47 Filed a tax return in the last week
+0.42 Has seen 7+ ads already
+0.40 Is in the Tampa DMA
-0.54 Is searching for an apartment
+0.39 Is in the Atlanta DMA
-0.29 Is reading a political article
-0.37 Is planning a wedding
+0.31 Booked a flight in the last week
+0.26 Played an online game
-0.22 Saw an ad within the last hour
+0.26 Is in the Baltimore DMA
+0.22 Booked an international trip
-0.11 Checked sports scores
-0.21 Is in the Los Angeles DMA
-0.30 Has seen 3+ ads already
+0.34 Is on a mobile device

PEOPLE NOT DEVICES

Radio Shack Ad from ‘90s
Everything is replaced by your phone!
•  Cellular Phone (duh…)
•  Personal “Stereo”
•  Tandy Personal Computer
•  Earphones
•  Calculator
•  Clock Radio
•  Camcorder (video)
•  Mobile CB radio
•  CD Player
•  Police Scanner
•  Answering Machine
•  Cassette Recorder
•  Radar detector (Waze…)
•  Speaker with Massive 15” Woofer (headphones!)

C O N S U M E R S A R E U S I N G M U LT I P L E D E V I C E S T O
C O M P L E T E O N L I N E A C T I V I T I E S
Sources: Rocket Fuel, November 2015; Ipsos: “The New Multi-Screen World” August 2012
65%
of consumers begin online shopping
activities on smartphones and
continue onto other devices
6:1
Online IDs per online adult in the US

T H I S Y E A R - C R O S S - D E V I C E C O N V E R S I O N
R E P O R T S A R E W I D E LY AVA I L A B L E

S I N G L E - D E V I C E AT T R I B U T I O N M I S S E S
I M P O R TA N T C O N S U M E R I N T E R A C T I O N S
Impression Conversion
Impression &
Click ImpressionImpression
UNDERVALUES MOBILEOVERVALUES DESKTOP

C R O S S - D E V I C E AT T R I B U T I O N
M O R E A C C U R AT E LY A S S I G N S C R E D I T
Total Campaign
ROI 6%
4% 7% 9%
when measured by cross-device attribution
ROI within Verticals
An analysis of more than 3,200 direct-response campaigns across the Rocket Fuel
network showed that total conversions attributed to the campaign increased 6%
when using last-touch cross-device attribution vs. single-device attribution.

M O B I L E I S M O R E VA L U A B L E T H A N
P R E V I O U S LY U N D E R S T O O D
when measured by cross-device attribution
Mobile ROI 12.0%.
An analysis of more than 3,200 direct-response campaigns across the Rocket
Fuel network showed that conversions attributed to mobile devices increased
12% when using last-touch cross-device attribution vs. single-device attribution.

Y O U C A N ’ T P R E D I C T W H AT D E V I C E S
W I L L D R I V E P E R F O R M A N C E
Source: Rocket Fuel data warehouse 2015
AD EXPOSURE DEVICE VS. CONVERSION DEVICE ON TIER 1 AUTO CAMPAIGNS
AdExposureDevice
ConversionDevice
Up to
36%
of conversions happen
across devices
Based on Rocket Fuel cross-device campaigns in 2015

IF YOU’RE PLANNING AT THE DEVICE LEVEL,
YOU’RE PLANS WILL BE SUB-OPTIMAL

CONVERSION
RATE 31%
COST PER
ACTION 19%
O P T I M I Z AT I O N A C R O S S D E V I C E S
D R I V E S 3 1 % B E T T E R P E R F O R M A N C E
0.011%
0.014%
CAMPAIGN CONVERSION RATE
C R O S S D E V I C E
I M P R O V E M E N T
SINGLE-DEVICE
OPTIMIZED
CROSS-DEVICE
OPTIMIZED
Source: Rocket Fuel controlled A/B test comparing standard DR
optimization vs. cross-device optimization – Aug 2015

M U L T I - D E V I C E
E X P O S U R E
I S A D E X P O S U R E A C R O S S D E V I C E S
T H E K E Y T O S U C C E S S ?
M U L T I - D E V I C E
E X P O S U R E
0 . 5 % 1 . 5 %
T H E P E R F O R M A N C E I N C R E A S E I S N O T B E C A U S E
C O N S U M E R S S E E A D S O N M U L T I P L E D E V I C E S
CROSS-DEVICE
OPTIMIZED
SINGLE-DEVICE
OPTIMIZED
Source: Rocket Fuel controlled A/B test comparing standard DR optimization vs. cross-device optimization – Aug 2015

IT’S ABOUT A UNIFIED CONSUMER VIEW
D A T A P E R P R O F I L E D A T A P E R P R O F I L E
W O R S T C A S E S C E N A R I O :
C a m p a i g n u s e s o n l y 1 1 % o f
p o t e n t i a l c o n s u m e r d a t a
Source: Data per profile statistic based on Rocket Fuel unified profiles with exactly 1 computer, 1 smartphone, and 1 tablet
CROSS-DEVICE
OPTIMIZED
SINGLE-DEVICE
OPTIMIZED
UNIFIED PROFILES HAVE UP TO 8X
MORE DATA ON EACH CONSUMER
FRAGMENTED VIEW UNIFIED VIEW

A N D H AV I N G M O R E O P P O R T U N I T I E S T O
P I C K T H E R I G H T M O M E N T
D A I L Y
M O M E N T S
D A I L Y
M O M E N T S
48
112
CROSS-DEVICE
OPTIMIZED
SINGLE-DEVICE
OPTIMIZED
UNIFIED PROFILES ENABLE 133% MORE DAILY
MOMENTS TO APPLY UNIFIED PROFILE DATA
Source: Rocket Fuel data warehouse 2015

RICHER CONSUMER DATA…
MORE MOMENTS TO CHOOSE FROM…
LEAD TO 31% MORE CONVERSIONS
UNIFIED PROFILES: PUTTING IT ALL TOGETHER

OPTIMIZATION VS. TARGETING

P E O P L E - B A S E D TA R G E T I N G I S G O O D
“I reached 35% of our desktop
audience on mobile”
“I capped ad
frequency across
devices at 5x/day”
“I increased
multi-device
exposure by 42%”

P E O P L E - B A S E D O P T I M I Z AT I O N I S B E T T E R
“I drove 300 more conversions and
increased revenue by $15,000”

V A L U A B L E
I N S I G H T S
BETTER
PERFORMANCE
C R O S S - D E V I C E
R E P O R T I N G
1 2 3
25-35% average lift in
conversions versus
single-device campaigns
(when using cross-device
attribution)
Understand which devices
are driving performance, the
influence of Unified Profiles,
and the optimal media mix
for your other campaigns
Accurately attribute each
impression’s influence on
conversion no matter where
the ad was served or where
the conversion occurred
P E O P L E - B A S E D O P T I M I Z AT I O N B E N E F I T S

R O C K E T F U E L I S T H E I N D U S T R Y L E A D E R
I N C R O S S - D E V I C E C O N N E C T I O N S
ACCURACY
97.5%
COVERAGE
50.0%
5x greater than competitors
with public results
2.2 billion
device IDs
560 million
unified profiles

C R O S S - D E V I C E C O N N E C T I O N S
PROBABILISTICDETERMINISTIC
Connections based on
statistical likelihood
•  Easier to achieve scale
(billions of devices)
•  Accuracy based on technology
Connections based on
Personally-Identifiable Information
•  Harder to achieve scale for all
but the largest publishers
•  Fairly accurate
•  The “Mobile Only” iceberg…?

DEVELOP CROSS-DEVICE PREDICTIONS VALIDATE PREDICTIONS
X
M A K I N G A N D VA L I D AT I N G O U R C R O S S -
D E V I C E P R E D I C T I O N S
G E O L O C A T I O N
W E B B R O W S I N G
I P A D D R E S S
T I M E
F R E Q U E N C Y A P P U S A G E

Android
browser cookie
U N I F I E D P R O F I L E S
Desktop
Firefox cookie
iPad IDFA
Android AdID
Desktop
Chrome cookie
Unified Profile
200% +
more data in a unified profile
(vs. standard profile) to be used
in bidding & machine learning
•  Impression activity
•  Click activity
•  Site activity

H O W R O C K E T F U E L O P T I M I Z E S
U N I F I E D P R O F I L E S + M O M E N T S C O R I N G
Commute
Work
At home
At home
Consumer begins researching ways to get
his finances in order.
Consumer continues research, hones his research
on rewards credit cards
Consumer is targeted with advertiser ad. Consumer
clicks and visits advertiser site.
Consumer decides to apply. Completes application
on desktop.
8:15am
12:30pm
8:30pm
8:45pm
PIXEL
PIXEL
IMPRESSION &
CLICK
CONVERSION

DEVICE CONVERSION MATRIX
DEVICE-LEVEL EXPOSURE & RESULTS
Performance by
device exposure
UNIFIED PROFILE INFLUENCE
Impact of unified
profiles on
campaign goal
(clicks, conversions,
impressions)
OPTIMAL MEDIA MIX
Where should
media be
allocated?
Ad exposure device vs. conversion device
P E O P L E - B A S E D R E P O R T I N G & I N S I G H T S

P E R F O R M A N C E R E P O R T I N G

I N F L U E N C E

D E V I C E - C O N V E R S I O N M AT R I X
Single-device conversions

D E V I C E E X P O S U R E R E P O R T I N G

W H AT S E P E R AT E S R O C K E T F U E L ’ S
P E O P L E - B A S E D M A R K E T I N G ?
Rocket Fuel has the most
accurate probabilistic cross-
device data with 5x greater
reach than other measured
companies
No other company is able
to optimize towards cross-
device performance
metrics like Rocket Fuel
Best-in-class optimization
uses unified profile data
with 200% more data for
enhanced decisioning
GREATER SCALE,
BETTER ACCURACY
BUILT TO DRIVE
PERFORMANCE
MOMENT SCORING
TECHNOLOGY
1
1
As measured by 2015 Nielsen study

C H A N G E T H E C H A N N E L …

TODAY’S DISCUSSION
Part I: Navigating the New Video Landscape
And the opportunity for TV marketers
Part 2: All-Screen Optimization
Optimizing ROI across TV & Digital
Part 3: Testing Opportunities
Review testing scenarios to prove the value of All-Screen optimization

THE AVERAGE
AMERICAN SPENDS
7h 29m PER DAY
ON
(3.5) DEVICES
LIVE TV 4h 55m
SMARTPHONE 1h 27m
PC 1h 07m
TIME-
SHIFTED
TV
0h 35m
MULTI-
MEDIA
DEVICE
0h 34m
Source: Nielsen Total Audience Report Q1 2015 (P18+)
*Multi-media device includes Connected TV, Gaming
Console, DVD Player
SCREEN OBSESSED
MULTI-SCREEN VIEWING DRIVES VIDEO CONSUMPTION

MOMENTS MATTER
CONTEXT IS MORE CRITICAL THAN EVER AS VIDEO EXPANDS

Mobile
Desktop
Tablet
FEP
MCN
Direct Buy
TV Extension
Short Form
MOMENT SCORING PLATFORM
DMP
PMP
Connected
TV
UNITING SCREENS
REAL-TIME
BIDDING

PROGRAMMATIC TV BUYING TODAY
Two Primary Methods of Buying PTV
Audience/Index-Based Targeting Household Targeting
Input Audience Target:
Male 25-54, Auto Intender
Output:
Optimized Schedule based
on Audience Comp
Input Audience Target:
Male 25-54, Auto Intender
Output:
Target specific HH based
on audience profile

Content
Linear
Satellite
DISH DirecTV
Cable
Operators
Comcast Cablevision Charter Cox
Telephone
Providers
AT&T U-
Verse
Verizon
FiOS
The Landscape
38
Non-
Linear
OTT/
Streaming
Netflix Hulu Sling TV
Video on
Demand
placemedia AudienceXpress clypd WideOrbit
National
Broadcast
Cable
Networks
Local
Broadcast /
Station Groups

RIGHT CUSTOMER,
RIGHT TIME?
LIMITED
OPTIMIZATION
SILO’D
EXECUTION
Modeled reach,
limited control over
time & context
Limited ability to optimize Operates
independently from
other video
touchpoints
PTV platforms today are still evolving toward the level of control, optimization and
transparency needed to keep up with the increasingly “video neutral” consumer

BRINGING THE POWER OF REAL-TIME TO LIVE
TV
Advanced TV
Targeting
[Program Targeting]
Real-Time
Addressable
[Impression by Impression
Buys]
Efficiency
Control
Precision,
Optimization &
Control
Scale
Household
Addressable
[HH Targeting]
Precision
Optimization
STRENGTHS
WEAKNESSES
PROGRAMMATIC TV
Data-driven, software based TV advertising [IAB]
Traditional TV
[National & Local
Linear Programming]
Reach
Waste

PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
N O W B R I N G I N G T H E P O W E R O F M O M E N T S C O R I N G
T O T H E
B I G G E S T S C R E E N
Leverage over 80+
addressable parameters
to target your audience
across 8MM households
INCREASED
ADDRESSABILITY
Extend PTV reach to a
national footprint,
including ability to target
by viewership behaviors
and daypart
NATIONAL
SCALE
Buy TV household by
household, impression by
impression powered by
the industry’s leading RTB
decision engine
MOMENT
SCORING
Integrate campaign
insight and optimization
across TV & Digital
TV-DIGITAL
OPTIMIZATION

ADDRESSABILITY AT SCALE
4B
Requests per
Quarter
210
DMAS
8MM
HOUSEHOL
DS
SAMPLE BID REQUEST
Location: Wisconsin
Female, 18-34
HHI: $60K+
Marital: Single
Ethnicity: Hispanic
Content Interests:
Sports, Comedy,
News
Daypart: Prime
•  True Real-Time Bidding
•  80+ Addressable
Segments per Household
•  Increased Control
(Creative, Daypart, Geo,
Frequency)
•  Ability to Optimize from In-
Flight Learnings across TV
and Digital

ALL-SCREEN MOMENT SCORING
Define Target
Audience & Objective
Adults, 18-34 Non-
Homeowner
1
Rocket Fuel Reaches
Audiences Across All
Screens
RTB + 7 Day Delivery
(Household)
RTB + Person Based Targeting
2
In-Target Reach,
Frequency &
Efficiency
Awareness
Engagement
Conversions
Sales
Leverage Moment
Scoring to Improve In-
Flight
3
Generate Cross
Screen Insight for
Future Planning
Reach
Channel Mix
Audience
Media Behaviors
4

TARGETING PARAMETERS FOR DISH pTV
BY IMPRESSION
AGE
18+
25+
35+
45+
55+
18-24
18-34
18-44
18-54
25-54
GENDER
Female
Male
GEO
State
CHILDREN
None
Children 0-10
Children 11-15
Children 16-17
EDUCATION
None
High School
College
Grad School
ETHNICITY
African American
Asian
Caucasian
Hispanic
Native American
Other
HOME
OWNERSHIP
Owner
Renter
INCOME
Less than $30k
$30k-$75k
$75k-$100k
$100k-$150k
More than $150k
LANGUAGE
Spanish
MARITAL
Single
Married
DAYPART
Prime (8PM-Midnight
Local Time)
Non Prime
VIEWING
BEHAVIORS
Hockey
Baseball
Football
Sitcom
Kids & Family
Golf & Tennis
Drama
Action
Romantic
Comedy
Sci-Fi
African Am
Comedy
Comedy
Early AM
Fighting
Real Women
Cop Show
Cult Movie
Real Action/Adven
Horror
WWE
Nascar
Indy
PPV
Traffic
Basketball
Real Music
Soccer
Sunday AM News

Example 1 Example 2
Campaign Target: Campaign Target:
Ages
18-3
4
Owner Viewing
Interest
Campaign Stats: Campaign Stats:
Ads
Served
7.84 M
HHs Reached
2.53 M
Frequency
3.1
Ads
Served
10.11 M
HHs Reached
1.99 M
Frequency
5.4
Daypart Daypart
EXAMPLE INSIGHTS

Ntwk Network Imps
FNC Fox News Channel 1.61m
HGTV Home & Garden Television 1.38m
ID Investigation Discovery 1.06m
HST History Channel 1.05m
USA USA 876.6k
DSC Discovery Channel 776.5k
ESPN ESPN 767.3k
TNT Turner Network Television 761.3k
APL Animal Planet 708.3k
TBS Turner Broadcast Television 705.1k
Delivery by Channel
Demo Insights
(non-Targeted Attributes)
Gender: 42% 58%
Home:
HHI
:
<
$30k
$30k to
$75k
$75k to
$100k
$100k to
$150k
$150k
+
12% 21%17%32%18%
Owner Renter
61% 39%
Children: 67% 33%
EXAMPLE INSIGHTS (cont)

BID TO DELIVERY TIMELINE

Exposure data
Creative
Insertion Order
& Creative
Customer Rocket Fuel
Extreme
Reach
Creative
Reporting
STBs
Creative /
Schedule
DISH
HOW IT WORKS
Delivery Report
Addressable pTV Media
buy over OpenRTB
Using Moment
Scoring Technology
Rentrak

ROCKET FUEL PROGRAMMATIC TV
INCREASE REACH
& OVERALL
EFFICIENCY
IMPROVE
CROSS-SCREEN
EFFECTIVENESS
HOLISTIC
AUDIENCE &
MEDIA
INTELLIGENCE

Rocket fuel cross device and ptv 12-9-15 sharedv2

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