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SMoX RESULTS

A p r i l 2 0 1 7

Inpartnershipwith:

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The greatest transformation in consumer behavior that we will see in our life time

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How do we maximize the value of mobile in the mix?

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How do we even give this question a chance?

AdTechIsButcheringYourUserDatabyAdExchanger //Thursday,January5th,2017– 10:16am

BrandsNeedADataStrategyThat’sInALeagueOfItsOwnbyAdExchanger //Tuesday,April18th,2017– 10:37am

SMoX Smart Mobile Cross Media Effectiveness Studies

NorthAmerica

AssociationofNationalAdvertisers

AmericanAssociationofAdvertisingAgencies

Partners

SMoXisaglobal,industry-wideresearchinitiativedesignedtohelpmarketersfigureoutnextgenmarketingmix

SMoX:OverallAllstateGoals

1. Provideconcreteevidenceaboutthevalueofmobileinthemix

– Quantifybusinessimpact

2. Dimensionalize theopportunity3. Drivechange- importanceofMTAandintegrated

datameasurement

OverviewofAllstateapproach

AcquisitionConsiderationBrandEquity

Driveuniquereachand liftAllstatebrandawareness

Increaseconsiderationamongstprospectswithinrelevantlifestages orprioritymarketsanddrivetoAcquisitionfunnelstage

Driveefficientquotesandsales

Highimpact,highreach,highvisibilitybrandplacements

Targetuserswithinrelevantlifestages withproduct-focusedmessagingtolearnmoreaboutAllstateproducts

Targetin-marketprospectsandcurrentcustomerswithDR-focusedmessaging

Campaignoverview

MEASUREMENTPARAMETERS

18+auto/homeinsurance

TARGET:

DATACOLLECTION

2016

6/1 8/31

FootTraffic

Awareness(Secondary)

Image

Consideration

Sales

GOALSTraditionalMedia(TV,Radio,OOH,Print)

DigitalMedia(Desktop&Mobile)

MEDIAANDCREATIVE

MOBILEEXPANDEDEXPERIENCES

EXPANDABLEINTERSTITIALSANIMATEDTKO

VIDEO

CREATIVE:Display(DesktopandMobile)

KEYINSIGHTS

0.8

0.85

0.9

0.95

1

1.05

1.1

1.15

0.00% 0.10% 0.20% 0.30% 0.40% 0.50%

SiteLevelCorrelationofClicksToSalesImpact

Correlation=0.2

ClickRate

TotalIncremen

talSales

Kill the KPI:Virtually no relationship between click thru and sales

MobileVideo

OverallCampaignAverage

MobileAudio

MobileDisplay

132100 18574

98100 76112

VideoandAudio:efficientdriversofconsideration

Sales

Consideration

Mobiletoolkitdroveresultsacrossthefunnel.

TargetedDisplay:efficientwayto“closethedeal”

*IndexisbasedonNumberofpeoplewhobecamemorelikelytoconsiderAllstate/$spent

Video:targetingshowsatremendousincreaseincostefficiency

Consideration /$Spent

+Behavioraltargeting 320

+Contextualtargeting 191Notargetingvideo 100

Banners:animatedtakeoversandexpandablevideomorecosteffectivecomparedtostandarddisplayunitsandinterstitials

Consideration /$Spent

AnimatedTKO 134Expandablevideo** 122StandardBanner 100Interstitial 70

*IndexisbasedonNumberofpeoplewhobecamemorelikelytoconsiderAllstate/$spent**Bannerwithtaptoexpandvideo

Banners:behavioraltargeting,followedbyre-targetingandlocationtargetingareefficiencymultipliers

IncrementalSales/$Spent

+Behavioral

+Retargeting

+Location

+ Contextualtargeting

Notargetingdisplay

198

111

100

272

210

1. Adserverdatawaspreviouslyusedtomeasureconversionsfrommobiletodesktop

2. Crossdeviceloss,notconsistentacrosspublishers

3. Unifieddataneededforcorrectattribution

WhatwelearnedforMobiletargeting

Mix:Optimizingwithinmobileandbetterleveragingcreativewouldfurtherimprovemobileimpact

MobileIn-AppandBehavioralTargetingshouldbeleveragedfurther,giventheir

efficiency

17%

OPTIMALALLOCATIONOFMOBILE

7%

INCREMENTAL SALES

Improvementsinmobileallocationandcreativewillfurtherboost

performance

13%

W/O Best practices

With Best practices

4%

W/O Best practices

With Best practices

Incrementalperformanceiscalculatedvsscenarioofnomobileinthemix

WhatSMoXistellingus

Dataandattributionstrategyisacriticalprerequisite

Weseeopportunitiestofurtheroptimizeourmobilemixintermsofformats(increase

video)sub-formats(length,adunits)andtargeting

SMoXvalidatesthatTargetingisamajormultiplier(2x-3x)inourcategory

Behavioralandretargetingweresurebets,butSMoXtellsusthatLocationBased

TargetingalsooperateslikeanextensionofBehavioralTargeting

Contextualtargetingworkedforupperfunnelbutnotforsales

Mobileoptimizedallocation:17%oftotalmixifbestpracticesareapplied.

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Thank You!

Seizing the Mobile Opportunity

Mobile Marketing Association

Here to lead the greatest transformation in marketing we’ll see in our generation