Smart Virtual Panel about 'Insights, Benchmarks, and Perspective from the Buy-side during COVID-19’ with David Pironon, Romain Bruguière, Carlotta Meneghini, Joel Livesey and Laurent Baillot.

1. April 29, 2020

2. Introduction
Welcome to Smart’s second event
highlighting COVID-19 impact on ad revenue
To aid publishers during this uncertain time, we will cover current topics such
as how their business is impacted, how they are coping with this uncertain time,
and adapting their strategies, as well as how they are planning for the recovery.

3. Agenda
1. The COVID consequences on impacted countries
1. Smart Virtual Panel: Insights, Benchmarks, and Perspective
from the Buy-side during COVID-19

4. Part 1
The COVID consequences on
impacted countries

5. Overall trend of Ad Spend since early March
changes depending on the geos
Mid-march: 1st major drop,
up to -60% pre / post
lockdown announcement.
Beg. of April: smaller
seasonal drop than usual
April MTD: slow seasonal
increase of spends, still
down -30% YoY but growing
MoM since Apr 20th
Lockdown enforced
mid-march
March: flat, missing on
seasonality increase. Slow
decrease in spend
throughout the month (-
10% H2 vs H1)
Beg. of April: much
stronger drop than usual.
April MTD: weak
seasonality, spends below
March’s spends
Lockdown enforced
later
March: seasonality a bit
weaker than usual
April MTD: very light
decrease YoY
Countries less
impacted

6. Deals are still highly impacted,
except for Programmatic Guaranteed
Other deals
Open Auction
Programmatic
Guaranteed
Global
April data
+10% MoM
Higher levels vs early March,
driven by IT / Computer
manufacturers & Supermarkets
-25% MoM
-35% YoY
-45% MoM
-45% YoY
* Comparing Spends April ‘20 1st - 26th to March ‘20 1st - 26th (MoM) or to April 1st - 26th 2019 (YoY)

7. eCPM is still way below usual
Global data
-30% in April YoY
-15% Apr MTD vs Mar
+10% Apr H2 vs H1
Fewer
deals
More traffic and
less competition in
Open Auction
Stronger
seasonal
drop in April

8. Changing their
rules to accept
new advertisers
Opening some of
their inventory to
Open Auction
Some Publishers have adapted to the crisis
by changing their setup & rules

9. Some advertisers maintained their investments
during the crisis
Video Games &
online entertainment
Online shopping
(pure players only)
Governments
& Institutions
Consumer
electronics
esp. Computers
manufacturers

10. Supermarkets HealthTelcos
Other advertisers resumed their spends
after adapting their messages
“Keeping you
connected”
Solidarity,
purchasing
power & buying
local
Thanking
health workers,
heroes of the
crisis

11. Part 2
Smart Virtual Panel
Insights, Benchmarks, and Perspective from the
Buy-side during COVID-19

12. Our speakers
Joel Livesey
Director of Partnerships,
EMEA
David Pironon
Chief Programmatic
Officer
Laurent Baillot
Data Science &
Analytics Manager
Carlotta Meneghini
Programmatic Team
Lead Digital Marketing
& Sales Cluster

13. Down 0 - 25%
How was your March Digital ad revenue trending vs last year?
1
Down 25% or more2
Flat to increasing3
How was your April Digital ad revenue trending vs last year?
Down 0 - 25%1
Down 25% or more2
Flat to increasing3

14. Down 0 - 25%
How was your March Digital ad spend trending vs last year?
1
Down 25% or more2
Flat to increasing3
How is your digital ad spend in April trending vs last year?
Down 0 - 25%1
Down 25% or more2
Flat to increasing3

15. Down vs Q3-2019
How do you think Q2 will be impacted?
1
Up vs Q3- 20192
Flat vs Q3-20193
Don’t know yet - too early4

16. Maintain overall digital presence
What are the main priorities for brands/you coping with COVID-19 crisis?
1
Avoid reliance on short-term performance2
Adapt strategy and messaging to better answer new consumer needs3
Don’t know yet - too early4
Get ready to engage new audiences5

17. 17
In the US, Grocery is seeing the biggest traffic increase, followed by CE
• Across the board, last week saw a
2.5x increase in average desktop
traffic on US retailers compared to
mid-Feb :
o Grocery : 4x
o Consumer Electronics : 2.2x
o Other CPG : 1.5x
o Beauty : 1.5x
• Periods of comparison : 2020-04-19
to 2020-04-26 VS 2020-02-17 to
2020-02-24.
• Index:
Traffic at midnight in Mid-February =
1
• Each retailer is given the same
weight in the index
0
5
10
15
20
0 2 4 6 8 10 12 14 16 18 20 22
Grocery – Hourly Traffic
Costco, Peapod, Shipt, Target
0
0.5
1
1.5
2
2.5
3
3.5
0 2 4 6 8 10 12 14 16 18 20 22
Beauty – Hourly Traffic
Macy’s, Ulta
Mid February
0
2
4
6
0 2 4 6 8 10 12 14 16 18 20 22
Other CPG – Hourly
Traffic
Bed Bath and Beyond, Office Depot,
Target
0
1
2
3
4
5
6
7
0 2 4 6 8 10 12 14 16 18 20 22
CE – Hourly Traffic
Best Buy, Costco, Target

18. 18
As retailer traffic booms in France and the US, one thing remains consistent :
the French lunch break
Periods of Comparison: 2020-04-13 to 2020-04-20 VS 2020-02-16 to 2020-02-23
Retailers Included : FNAC, Auchan (FR) Costco, Peapod, Shipt, Target (US)
Index : 1 = Average traffic at midnight in Mid-Feb. Each Retailer is given the same weight in the index.
0
1
2
3
4
5
6
7
8
9
0 2 4 6 8 10 12 14 16 18 20 22
France Desktop Traffic - Hourly Traffic
(Index)
Mid February Last Week
0
5
10
15
20
25
0 2 4 6 8 10 12 14 16 18 20 22
US Desktop Traffic - Grocery - Hourly
Traffic (Index)
Mid February Last Week

19. 19
Overall Grocery sales remain at 2.5x their February levels, with an
increased activity from Frequent Shoppers
Shipt, Peapod, Target, Costco. Total Transactions recorded on Period: 17.1M
Frequent Shopper : Shopper with at least one other purchase on the same retailer in the previous 30 days
Index : Total organic orders divided by average in early February. Each Retailer is given the same weight
0
0.5
1
1.5
2
2.5
3
3.5
4
2020-02-01
2020-02-03
2020-02-05
2020-02-07
2020-02-09
2020-02-11
2020-02-13
2020-02-15
2020-02-17
2020-02-19
2020-02-21
2020-02-23
2020-02-25
2020-02-27
2020-02-29
2020-03-02
2020-03-04
2020-03-06
2020-03-08
2020-03-10
2020-03-12
2020-03-14
2020-03-16
2020-03-18
2020-03-20
2020-03-22
2020-03-24
2020-03-26
2020-03-28
2020-03-30
2020-04-01
2020-04-03
2020-04-05
2020-04-07
2020-04-09
2020-04-11
2020-04-13
2020-04-15
2020-04-17
2020-04-19
2020-04-21
2020-04-23
2020-04-25
Grocery - All Sales inc. Sales from Frequent Shoppers (index)
All Orders Orders from Frequent Shoppers
32.0% Frequent Shoppers
Easter
Holiday
39.0% Frequent Shoppers

20. 20

21. 21
Because of Out of Stocks, Sales trends are not always indicative of
actual demand – Hand Soap example
Retailers : Target, Shipt, Peapod
1.2M Organic Sales included. Top 100 SKUs are the top selling ones in first half of Feb.
0
2
4
6
8
10
12
0
5
10
15
20
25
30
35
40
45
2/1/2020
2/3/2020
2/5/2020
2/7/2020
2/9/2020
2/11/2020
2/13/2020
2/15/2020
2/17/2020
2/19/2020
2/21/2020
2/23/2020
2/25/2020
2/27/2020
2/29/2020
3/2/2020
3/4/2020
3/6/2020
3/8/2020
3/10/2020
3/12/2020
3/14/2020
3/16/2020
3/18/2020
3/20/2020
3/22/2020
3/24/2020
3/26/2020
3/28/2020
3/30/2020
4/1/2020
4/3/2020
4/5/2020
4/7/2020
4/9/2020
4/11/2020
4/13/2020
4/15/2020
4/17/2020
4/19/2020
SalesIndex
NumberofSKUsgoingOOS
Liquid Hand Soap – Overall Indexed Sales & Share of top selling SKUs going OOS
Number of Top 100 SKUs OOS Indexed Sales
Sales spike while most
SKUs are still in stock
With top SKUs OOS,
sales remain sluggish

22. 22
Sales of Water Packs indicate a rush to bulk buying that eased after
mid-March
0
0.5
1
1.5
2
2.5
3
3.5
2/8/2020
2/10/2020
2/12/2020
2/14/2020
2/16/2020
2/18/2020
2/20/2020
2/22/2020
2/24/2020
2/26/2020
2/28/2020
3/1/2020
3/3/2020
3/5/2020
3/7/2020
3/9/2020
3/11/2020
3/13/2020
3/15/2020
3/17/2020
3/19/2020
3/21/2020
3/23/2020
3/25/2020
3/27/2020
3/29/2020
3/31/2020
4/2/2020
4/4/2020
4/6/2020
4/8/2020
4/10/2020
4/12/2020
Indexed Unit Sales
6 Pack 12 Pack 24 Pack
Index : 1 = Average daily unit sales from 2020-02-08 to 2020-02-14
Retailers Included : Costco, Peapod, Shipt, Target

23. 23
Top 20 keywords with highest relative increase, representing a total of 6M searches
Retailers Included : Costco, Peapod, Shipt, Target, Bestbuy, Macy’s
Keywords with most traffic increase in April
March – Retailer Keywords with highest increase April – Retailer Keywords with highest increase

24. 24
Fastest Growing Taxonomies in Food & Beverages – Sales of Cooking
& Baking Ingredients
Source : Criteo Retail Media – 7.8M Organic Sales included. Index: Total organic units divided by average in early February
Retailers include: Target, Peapod, Shipt, Costco, Office Depot BSD
0
2
4
6
8
10
12
1-Feb 8-Feb 15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr
Sales by Category Indexed – US Retail Media Retailers
cooking & baking ingredients
baking chocolate
baking mixes
baking soda
frosting & icing

25. 25
Fastest Growing Taxonomies in US – Last 30 Days
Source : Criteo Retail Media Network US. Periods of comparison: 2020-02-01 to 2020-02-14 VS 2020-04-12 to 2020-04-26
Top taxonomies in relative growth, representing 2.0M Units Sold during period.
Retailers include: Target, Peapod, BestBuy, Ulta, Shipt, Costco
Taxonomy Growth
food, beverages & tobacco|food items|cooking & baking ingredients|flour 1359.5%
health & beauty|personal care|hair care|hair color 1173.3%
arts & entertainment|party & celebration|party supplies|balloons 1031.7%
health & beauty|personal care|cosmetics|skin care|sunscreen 925.3%
health & beauty|personal care|cosmetics|nail care|nail polish removers 922.1%
electronics|electronics accessories|cables 870.1%
health & beauty|personal care|cosmetics|nail care|nail polishes 791.9%
health & beauty|personal care|cosmetics|skin care|tanning products 778.6%
home & garden|lawn & garden|gardening|pots & planters 756.5%
health & beauty|personal care|shaving & grooming|shaving cream 721.7%

26. What’s next
Beyond the crisis: get ready for the recovery

27. THANK YOU FOR JOINING