Andrea Ramponi, RVP for DACH, EE and Turkey

Data (r)evolution – 17th June 2015

Integrated Search and Social Advertising

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Today Data is Flying in Every Direction

SHORT COMMERCIAL BRAKE

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Marin At A Glance: 2014

Leading Ad Cloud enabling audiences across search, display and social

Note: Annualized spend as of December 31, 2014, based on last month of the year. Gross profit margin is Non-GAAP

$7.2 BillionAd Spend Managed,10% of Total Spend on Google

Worldwide66% US vs 34% Int’lRevenue Split

#1 Ad Cloud Global leader in search, only independent vendor to combine search, display and social through synchronous audiences

36% of Fortune 100 use Marin

13 Offices

9 countries

500+ Employees400 Americas100 EMEA 60 APAC

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Global Support from a Network of Local Experts

13 Offices in 9 countries

6 Languages: English, German, French, Japanese,Portuguese, Chinese

24 / 7follow-the-sun support in each major region

500+ Employees:400 Americas100 EMEA 60 APAC

Dedicated Customer Success with relevant hands-on digital advertising expertise

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Blue-Chip Advertisers and Top Digital Agencies

% Revenue

Retail 24%

Travel / Entertainment 17%

Technology 13%

Finance 12%

B2B 9%

Education 5%

Other 20%

Diversified Advertiser Base Top Digital Agencies

Note: Represents current customers in 2014; Other includes: Automotive 7%, Healthcare 5%, Gov’t / Non-Profit 3%, Industrial / Manufacturing 3%, Real Estate 2%

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Intent Signal Capture

Cross-Channel Audience Activation

Cross-Device Targeting & Tracking

Consolidated Performance Metrics

Efficient Day-in-the-Life Workflow

Full Transparency & Control

Open Stack Technology

Unique Capabilities of the Marin Audience Marketing Suite

END OF THE COMMERCIAL BRAKE

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Search and Social Have Become Go-To Marketing Channels

Rapid and Continuous Growth

Sources: RBC Capital Markets and Advertising Age, “Facebook, Inc.” September 12, 2013, and http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/and http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm ,

Consumer Usage is Omnipresent

Marketers Are Embracing

50% of Total Media Budgets

50% of Marketers Will Increase

5.7 Billion Google Searches / Day

1.35 Billion Monthly Facebook Users

Google / Facebook = #1 / #2 for ROI

75% See as Critical for Cross-Channel

Managing Search?Managing Social?Managing Both?

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Social is more likely to assist sales made in other channels For every Social click resulting in a purchase, there are two clicks

assisting another converting channel

Social Impact on Purchase Cycle

Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

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Social Advertising Drives Better Search Performance

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Customers Who Touch Both Channels Are More Valuable

Search Touches + Social Touches = Better Performance

• 2X higher conversion rate, 2X higher revenue / click than Search only• 4.5X higher conversion rate, 4X higher revenue / click than Social only

Focus on Acquiring Customers Across Channels

Google / Bing Click+ Facebook Click

Facebook Click Only

Google /BingClick Only

3.56% CR$3.16 RPC

1.88% CR$1.56 RPC

.76% CR$.77 RPCSource: Marin Software’s Combining the Power of Search and Social for Exponential ROI report

Tips for gaining search & social leverage

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Quick Tips for Integrating Search and Social Strategies

Capitalize on all available intent signals

Target high-value audience segments

Activate the audience not the channel

Personalize the offer at scale

Optimize both within & across channels IntegratedOptimization

Strategy

Joint Marketing Objective: 200% ROI

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Capitalize on Available Intent Signals

Search

Behavior

Partner

Audience

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Capitalize on Available Intent Signals

Va

lue

Intent

High Value Product View

Cart Abandon

Category page visit

Home page visit

Low value product view

Branded Search

Generic Search

Big ticket product search

Small ticket product search

Competitor Search

Promo/ Value searches

Social Page Likes

High-value lookalikes

Social Ad ClicksSocial Page Shares

3rd party In-Market Data

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Capitalize on Available Intent Signals

Va

lue

Intent

High Value Product View

Cart Abandon

Category page visit

Home page visit

Low value product view

Branded Search

Generic Search

Big ticket product search

Small ticket product search

Competitor Search

Promo/ Value searches

Social Page Likes

High-value lookalikes

Social Ad ClicksSocial Page Shares

3rd party In-Market Data

Higher Value & Intent

Medium Value & Intent

Lower Value & Intent

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Target High-Value Audience Segments

Characteristic Data

Behavioral Data

Intent Data

Inputs Value Intent Index

Automated Segmentation

Segment Reporting

50% ROI

20% ROI

80% ROI

40% ROI

300% ROI

High Intent, High Value

Lower IntentHigh Value

New customers,Lower Intent

New customers, Stronger Intent

Returning customers,Higher Intent

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Focus on the Customer, not the Channel

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Activate the Audience not the Channel

DATA SOURCES PLATFORMS

Google Gemini Bing Yahoo! JapanBaidu Yandex

DoubleClickPubMaticRubiconOpen XBrightroll

Yahoo AXMicrosoft AXAppNexusMoPubNexage

FacebookLinkedInTwitter

Create & Convert Your Most Valuable Audience Segments across Channels

Search

Display

Social

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Optimise Search and Social Bids Based on Lifetime Value

Use Click-Weighted Attribution to Assign LTV Assisting Clicks

Forecast Budget and Profit at Different ROI Targets

Create Look-Alike Audiences Based on LTV of Converting Audiences

Integrate Search and Social

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Cross Channel Audience

Maximize ROI and reach with Facebook Lookalike expansion based on high value cross-channel audience segments

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Optimise Both - Within and Across Channel

Key to accurate and meaningful Social insights in a cross-channel world:

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De-DuplicatedConversions

Cross-ChannelAnalytics

Audience Reporting

1 2 3

Make Better Social Advertising Decisions, Faster With Cross-Channel Reporting

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Search Revenue per Click is Higher When Managed with Social + 36% higher than Search campaigns managed independently

Search Revenue per Conversion is Higher When Managed with Social + 68% higher than Search campaigns managed independently

Search and Social Campaign Integration

Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report

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Customers are using Search and Social together – so should you!

Integrate and align your advertising programs around the customer, not the channel

Target, report and optimise your Search and Social programs together, not separately

Summary: Putting it All Together

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Turning Complexity into Opportunity

Across Channels

Across Partners

Across Devices

Up and Down the Funnel

Thank You.