2 - STEEL MEDIA.Moms and Parents Deck

8/7/2019 2 - STEEL MEDIA.Moms and Parents Deck

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EMAIL MOBILE ONLINE SOCIAL

STEELMEDIAINC.COM


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Email Marketing

STEEL MEDIA gives you access to:

Million permission-based emails

Million postal records

#/Age of Children

Affluent

Age

Apparel

Auto Intenders

Cable Provider

Cell Provider

Charitable Donors

Decision Makers

DEMOGRAPHICGEOGRAPHICBEHAVIORAL

B2C + B2BLIFESTYLE

Internet Provider

Investors

Language

Marital Status

Medical Ailments

Music

Occupation

Parents

Planning to buy

Ethnicity

Finance + Credit

Gender

Green/Organic/Eco

Health + Fitness

Hobbies

Income

Industry + SIC Code

International

Political Affiliation

Religion

Retired

Sports

State/City/Zip

Students

Tech Savvy

Travel

TV Viewers by type


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Moms:

1 - 12 Months: 1,100,552 email12 - 24 Months: 1,388,220 email24 - 36 Months: 1,473,447 email

36 - 48 Months: 1,532,327 emailTotal ages 1 month to 4 years:!5,494,546

Walmart proximity:

Can be determined by the zip code of theWalmart store, and a radial distance of your

choosing.

Moms Database: Sample Targeting

GOAL: Reach moms, segmented by hundreds of different criteria. For example, targetmoms of kids aged 5 and under, who live within a 15-mile radius of a store:

Target Demo Primary audience segment Additional audience segmentation(including but not limited to)

! Age of children! Gender of children! Presence of multiple children! Household Income! Auto owners (able to drive to store)

Moms with Children:Total with Children 0 - 17 years: 18,544,8410 - 5 years: 6,379,788 email, 3,756,577 mobile

6 - 12 years: 6,189,980 email, 3,540,769 mobile13 - 17 years: 5,975,073 email, 2,641,077 mobile

Mothers with kids

05, living within 15miles of a Walmart


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Challenge:Create awareness of, and traffic for

BAYER Health Cares partnership withthe Jonas Brothers Band,specifically a sweepstakescampaign that focused on theimportance of positive role modelsfor kids with diabetes.

Solution:

Steel Media reached out with over450,000 emails to parents of Diabetickids to promote the partnershipbetween BAYER and Nick Jonas.

Result:Double digit Open and ClickThrough Rates meant that thousands

upon thousands of parents visitedthe BAYER website and expressedinterest in the program.

"Our Campaign was great! We got verypositive feedback from the client and

good results! Everybody loved the workSteel Media did. We are looking forward toour next campaign with Steel Media!!-!Kay W., Digital Strategist, BAYER (OMD)

EMAIL: CASE STUDY


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EMAIL: CASE STUDY


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EMAIL: CASE STUDY

Challenge:Generate awareness for Bayers newDIDGET meter - the only meterdesigned just for kids, compatiblewith Nintendo DS gaming systems.Target: parents of children withDiabetes.

Solution:Reach out to parents of diabeticchildren with an informative email onBayers Didgetmeter and incentivizethem with a $25.00 discount.

Result:Hundreds of thousands of emailsdeployed. Open Rates hit over 10%

and HTML Click Thru Rates hit nearly20%! Client was very happy with theresults!


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Challenge:To generate interest in involvement with

the Susan G Komen 3 Day Walk for BreastCancer amongst women 25-54 within keymarkets.

Solution:STEEL MEDIA emailed targeted femaleconsumers with a call to take action forthe fight against breast cancer by signing

on to receive mobile alerts about 3 Day

event info.

Result:2% of a multi million dollar budget wasallocated to STEEL MEDIAs email platform.

STEEL MEDIA was responsible for driving afull 30% of the individuals who registered,donated, or requested more information.

2% of the budget. !30% of the results.!!Over 7 million emails sent, yielding anoverall 9% Open Rate and over 12% ClickThru Rate!

EMAIL: CASE STUDY


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Challenge:Reach parents of 16-17 year olds, with ahousehold income of 100K in WellsFargos footprint (down to the exact ZIPcode), to inform them of Wells Fargofinancial services for students.

Solution:Steel Medias data was able to matchthese consumers and we had a 22%scrub rate - the exact % of Wells Fargos

market-share!Result:Over 3 million emails were sent over a 3-month period.

Steel Media has allowed ourorganization to reach beyond our current

capacity to markets that were previouslyunattainable. Their combination of skill

and experience are much appreciated. I

consider Steel Media a key asset in

helping us meet our business objectives!

-! V.P. Marketing Manager, Wells Fargo

EMAIL: CASE STUDY


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Challenge:Reach parents of 16-17 year olds, witha household income of 100K in WellsFargos footprint (down to the exact ZIPcode) to inform parents of Wells Fargofinancial services for students.

Solution:Steel Medias data was able to matchexactly these consumers and we hada 22% scrub rate - the exact % of WellsFargos market-share (meaning ourdata was extremely clean).

Result:

Over 3 million emails were sent to thetarget audience over a 3-month period.

EMAIL: CASE STUDY


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Challenge:

IKEA needed to reach students duringthe crucial Back To School timeframe todrive sales to their retail stores. They hadexact markets (down to the zip code)that they needed to reach. Only .eduswere targeted.

Solution:

Steel Medias .edu file was able toperfectly match these criteria.

Result:4.4 Million emails were sent out over thesummer. We had one of the highest openrates and click through rates ever!

Our team was extremelyexcited about the results!

-! Keea W., Project Manager, IKEA

EMAIL: CASE STUDY


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Challenge:

To generate interest amongst parents in selectgeo-targeted areas about Mt. BachelorsSpring 2010 ski passes, incentivizing them tovisit Mount Bachelor ski resort with their kids.Overall goal: to increase awareness of Mt.Bachelors promotions and drive Spring Passsales.

Solution:

STEEL MEDIAs email database marketingplatform was able to identify and reach out toskiing and snowboarding enthusiasts whowere parents of children ages 7 17, inspecified DMAs, informing them about Mt.Bachelors Spring Passes and Spring Breakfamily packages.

Result:

Tens of thousands of emails sent, yieldingOpen Rates reaching over 12% and HTMLClick Through Rates of almost 15%

EMAIL: CASE STUDY


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!! Bid-Based Display Ads!! Behavioral Targeting!! Expandable Ads!! In-Banner Video!!

Multi-Cultural!! ReMarketing!! Applications


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You set the maximum bid price you are willing to pay for online display inventory.We secure that inventory at or below your price.

Bid-Based Display Ads

Clients have seen great success:


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DISTRIBUTION CHANNELS

Bid-Based Display Ads

Display + Video

EducationEntertainment

FamilyFinanceGaming + Hobbies

Health + FitnessHome + Garden

Movies + TVNews + PoliticsRadio + Music

Science & NatureShopping

Social NetworkingSports + LeisureTravel

AutomotiveBusinessCareer

ComputersDating


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Challenge:Educate consumers about fine jewelry and its significance; create long-term desire for it.Provide consumers with information about fine jewelry, fashion, savvy shopping tips, gift

giving, care and cleaning information, and jewelry history. Use personal jewelry stories toconvey the significance of fine jewelry to mark life events, accomplishments, milestones,and memories. Encourage people to submit their own jewelry-related stories on JIC.org.

Solution:Social: Blogging - Publish consumer stories to imbue a deeper meaning for fine jewelryand luxury brand watches; establish JIC.org as the go-to consumer jewelry portal for all

consumer questions; drive relevantonline traffic to JIC.org.Online: Contextual Targeting - Drive involved consumers to JIC.org through the use of

contextually-targeted ads.

Results:STEEL MEDIA created over 200 individual posts about JIC, actively participating in and on

nearly 100 sites and forums. Contextually Targeted ads drew Click Thru Rates as high as .27! Client was very happy with results.

"We value Steel Media for their exceptional responsiveness and service. !They are alwaysavailable and willing to adjust programs to ensure maximum effectiveness, and everyencounter with any member of their team has been positive.

- Chris W., Senior VP, The Shand Group (Gemological Institute of America)

ONLINE & SOCIAL: CASE STUDY


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ReMarketing, allows you to advertise to those people who have visited your site.

ReMarketing

1. Your site: WellsFargo.com.

2. A user visits Wells Fargossite but does not sign-upfor a new account.

3. Before that user leaves,we embed them with atracking tag.

4. We then display WellsFargo ads to the same

user as they visit otherparticipating sites.

A potential customer visits your site, but they do not perform theintended action.

Before that user leaves your site, we attach a tracking tag to them.After that user leaves your site, STEEL MEDIA displays your ads to

them on sites they visit next.

CHALLENGE

SOLUTION

ReMarketing Defined:

ReMarketing Example:


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Behavioral Targeting, collects and categorizes non-PII (non-Personally IdentifiableInformation) from users browsing behavior, search behavior and ad interaction.

This helps advertisers target only the most relevant potential customers.

1. A user searches for &visits automotive sites.

Behavioral Targeting

Behavioral Targeting Example:

2. Based on this behavior, the user is included inthe automotive segment.

3. By categorizingthis users onlinebehavior, we can

serve relevant ads,tailored to theirinterests.


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MOBILE TEXT FLASH ADS

Participate in this yearsBreast Cancer 3-Day,because everyone

deserves a lifetime.

Visit www.The3Day.orgor txt ACTION to 22700to join.

Txt STOP to opt out.


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Mobile Marketing

Opt-in users in North America

Reach the right user, with the right message, at the right time.

STEEL MEDIA and our partners manage data on behalf of Mobile Content Providers aggregating, profiling, and filtering millions of wireless users.

Users opt-in to receive relevant mobile downloads, coupons, ringtones, alerts + promos.

- Apps- Tune-In- Downloads- Drive Traffic

Txt STOP 2opt out.

Protection from SPAM: Users get a limited amount of texts [4 SMS Max] per month.


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Participate in thisyear's Breast

Cancer 3-Day,because

everyonedeserves a

lifetime. Visitwww.The3Day.orgor txt ACTION to

22700 to join. txtSTOP to opt out

Participate in thisyear's Breast Cancer

3-Day, becauseeveryone deserves

a lifetime.

Visit www.The3Day.org

or txt ACTION to 22700

to join. Txt STOP to optout.

! Successful Messages: 11,936! Total Failed Messages: 564! Carrier Expired: 0! Carrier Undeliverable: 564! Carrier Rejected: 0! Carrier Deleted: 0! Messages not

acknowledged by Carrier: 0

! Total Opt Outs: 97Reasons for Failed Messages:

! Bad phone number! Phone number no longer belongs to carrier! Phone has no text messaging service plan! The carrier rejected the recipient! The phone number is a wireline number

SMS Campaign Results - 5th Deployment

MOBILE: CASE STUDY


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-! Auto Intender- African American-! Adults, 35-49- HHI, $75K +- In-Market

50,000 Texts Ordered7% Over-Delivery

75 Opt-outs

- Adults, 18-34- Hip Hop Fans- Trendsetters

- Avid Shoppers- Zip Code

60,000 Texts Ordered8% Over-Delivery

61 Opt-outs

-! Adults, 35-49- Hispanic- Spanish Dominant

-! Soda Drinkers- Key Markets300,000 Texts Ordered20% Over-Delivery

196 Opt-outs

-! Hispanics, 18-34-! Spanish Dominant- Frequent TV Viewer

- Prefer Telenovelas-! Key Markets74,000 Texts Ordered12% Over-Delivery

174 Opt-outs

Check out Adidas

Originals 25-Year DefJams collection! Show

this txt @Adidas

Originals Stores 4 a FREE

MP3 music card& 20%

off $100 purchs Txt STOP

2 opt out.!

Hoy estrena Perro

Amor, la nuevatelenovela deTelemundo conCarlos Ponce.Disfrtala a las 9p/8c por Telemundo.Txt PARA 2 parar.!

Obten la coleccion de

Ingles Sin Barrerasreuniendo codigos deproductos Coca-Cola.Envia APRENDE a2653 o ve awww.coke-hablar.com

Txt PARA 2 parar

The 2010 Lexus RX Has

Arrived. TheInvention, ReinventedSee the luxury thatawaits athttp:www.lexus.com/models/RX/ Text STOPto opt out.


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Mobile Flash Ads

Serve mobile flash ads across hundreds of thousands of mobile apps/games.Reach individuals during downtime, greater level of engagement.

Target by Age, Gender, Country, DMA, Ethnicity, Moms, etc.

Natural break

during a game

Ad

displayed

Ad menu

displayed

-! Use existing Flash creative, 300x250 IAB std. medium rectangle- 91% of US audience involved in household decision making-! Premium App Content; 80% free app integration-! 100% Share of Voice, Full Page Ads-! Average US CTR = 4%-! Dart + Atlas

User selects ad action,

Done button appears+ returns to app

PROCESS100% Share of Voice

vs. Banners


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Ad Formats

Standard full screenad placement

Interactive ad customizedto and for your brand

Standard/Static Ads Flash Ads Interactive Flash Ads

Full screen flash creativewith optional click-to action

Mobile Flash Ads


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Steel Media proved to be afantastic partnership. They areservice oriented and took a hands-on approachto managing my campaign. They didnt simply flipthe switch and walk away. As such, they proved tobe dedicated to driving business results andbuilding long standing relationship.- Group Director of Strategy, AOL

Steel Media is a great partner to work with.! Theirteam is always on the ball and always willing to gothe extra mile to get the job done.!We're delightedto continue building our relationship with them. Thanksto your team for great projects. We'll definitely call onyou guys again!- Marketing Manager, MTV

Our team was extremely excited about the results!- Advertising Project Manager, IKEA

Steel Media delivered very strong results and a greatreturn on our media investment.- Media Director, New York University

"Steel Media executed flawlessly, got the resultswe were looking for and were great to work with.Id definitely work with them again!- Media Planner, Discover Financial

I was pleased with the results of the campaignsand it was great working with Steel Media. Ill besure to reach out to you again.- Media Planner, Allstate

Steel Media has been a valuable partner inallowing our organization to reach beyondour current capacity to markets that werepreviously unattainable. Their combinationof skill, experience, and timely communicationare all much appreciated. Steel Media is akey asset in helping our organization meet

our business objectives.- Advertising Program Manager, Wells Fargo Bank

"Working with Steel Media was great - they hit all thegoals we had for our campaigns! Steel Media waspro-active with intelligent optimization suggestions,which we implemented. They are a pleasure to workwith - very quick with all requests, and they have anexcellent team behind the scenes."

- Media Planner, Microsoft

I liked that fact that 73,000 people took thetime to actually click on my advertisement tofind out more about The New School-! Director of Marketing, The New School!

"Our Campaign was great! We got very positivefeedback from the client and good results! Everybody

loved the work Steel Media did. We are lookingforward to our next campaign with Steel Media!-!Digital Strategist, BAYER (OMD)


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STEEL MEDIA, Inc.

The Empire State Building350 Fifth Avenue, 59th FloorNew York, NY 10118

www.steelmediainc.com

Documents

2 - STEEL MEDIA.Moms and Parents Deck