Not All Data Is Created Equal: Using Self-Declared Insights to Drive Targeting Strategies

THE AGILE AUDIENCE ENGINE

Using Self-Declared Insights to Drive Targeting Strategies

Marketing Politics • January 16, 2018


Agenda

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• Company Overview• Fluent Platform• Audience Insights• Solutions


What makes Fluent’s data so powerful

• Self-declared, our data captures intent and interest in real time

• 150mm+ verified consumer profiles based on first party data

• 9 million monthly unique visitor

• 27 million monthly registrations across our network

• Ranked #21 by comScore for monthly unique visitors amongst media properties with 14% reach of total U.S. digital population

Registered 275,000people to vote

Who is Fluent?

Powered over 8 million online petition signatures for major

hot button issues

Generated over 7.5 million email sign ups

for National Committees

Drove 6 million email sign ups across five Presidential

campaigns

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Fluent is a People-Based Marketing Platform Founded on First Party Data and Rooted in Performance

THE AGILE ACQUISITION ENGINE

1st party data can be used to deterministically target individuals

across all channels and devices

Cookies are used to serve impressions to anonymous

people – or bots

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THE AGILE AUDIENCE ENGINE 5

Are you a

registered voter?

We Can (and Do) Find Out Anything and Everything – In Real Time

Do you

participate in

local politics?

Do you feel confident in the economy?

Are you happy with

the current

President?

Are you a registered

Republican?

Do you donate to

candidates that you

support?


Democrat?

Did you vote in

the last election?


independent?

Are you planning to vote in

the next election? Is immigration an

Importation issue

to you?

Do you believe in

gun control?

Do you have

children in your

household?


Fluent Platform

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Agile Acquisition Engine

Login

1st Party DataFuels our model

Proprietary Platform Audience Extension

AddressableTV

Consumer Action

Customers only pay when users take specific actions, driving accountability and better ROI

Conversion DataConversion Data


Using Paid Media We Drive Audiences to Our Owned Media Properties


Acquire Your Target Audience

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We collect self-declared consumer insights to create highly actionable consumer profiles and custom audiences at scale


Highly Targeted Ads are Served Based on Consumer Profiles

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• 37 years old

• New York, NY

• Democratic affiliation

• Hillary Clinton supporter

• Top Issue: Climate Change

• Donates to candidates

Jane [email protected]

- OR -



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• 37 years old

• New York, NY

• Republican affiliation

• Donald Trump Supporter

• Top issue: Tax Reform

• Donates to candidates



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• 37 years old

• New York, NY

• Registered voter

• Independent

• Willing to sign a

petition supporting

broadband

investment



Drive Unregistered Voters to State Voter Registration Pages


• 37 years old

• New York, NY

• Affiliated with Democratic party

• Recently moved

• Not registered to vote

• Is looking to register

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Fluent has the ability to re-engage its custom audiences across various media channels...Targeting consumers with the highest propensity to convert

Fluent Utilizes a Multi-Touch Strategy to Drive Engagement and Conversions

Facebook SMS Native

Use highly targeted SMS ads to mobilize your key

supporters and drive results

• 37 years old• Registered Voter• Republican


Utilize Native to drive consumers to take action

Increase conversion rates by leveraging Fluent audiences

across Facebook

Email

Increase engagement via the Email channel

Hi Jane, don’t forget to tune in for the Presidential Debate tonight at 8pm ET on CNN. Text STOP to Opt-Out


Audience Insights

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Audience Insights: Party Affiliation

Survey question #1:

Which political party are you affiliated with?

Monthly Audience Reach

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Category:Political Party

% of Audience

Reach

Total - 27mm

Democrat 35% 9.5mm

Republican 26% 7mm

Independent 39% 10.5mm

35% of voters surveyed reported they belong to the Democratic party. Independent voters

outnumbered Republicans. (39% vs. 26%)

35%

26%

39%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Democrat Republican Independent


Yes No

27%

73%

Survey question #2:

Have you donated to political candidates or causes?

Monthly Audience Reach

There is an enormous opportunity to engage voters and persuade them to donate.

Identifying those who already do, will help drive efficiencies.

Category:Political Party

% of Audience

Reach

Total - 27mm

Yes 27% 7.3mm

No 73% 19.7mm

Audience Insights: Propensity to Donate


Audience Insights: Top Issues Facing the US per Party Affiliation

Healthcarereform

Gun violence Incomeinequality

Terrorism Tax reform

Democrats Republicans Total

59% 57%54% 53%

25%

37%

47%

21%

32%

45%

62%

50%

44%

49%

43%

Survey question #3:

What, in your opinion, are the top issues facing the US right now?

THE AGILE AUDIENCE ENGINE 20*Live insights captured from Fluent platform.

26%

20%

14%

11%

9%

9%

6%5%

Patriots

Steelers

Saints

Falcons

Eagles

Vikings

Titans

Jaguars

Of the 2,119 responses, 551 think the New England Patriots will win

the Superbowl.

Audience Insights: Super Bowl LIIQuestion: Who do you think will win the 2018 Superbowl?


Solutions

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Leverage Fluent’s Massive Database to Activate Your Target Audience

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How it works: SMS

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Step 1Leverage the massive Fluent database of

fully TCPA-consented and permission given opt-ins to target your desired audience of

voters and supporters

Step 2Based on your specified targeting requirements, Fluent will create a

custom audience

Step 3This verified, custom audience will then receive highly targeted mobile

text ads promoting the desired action in the message


There are two formats of text messages available:

Stand Alone Conversational

1-800-555-1212


How it works: PUSH

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Step 1Leverage the massive Fluent

database of fully TCPA-consented and permission given

opt-ins to target your desired audience of voters and

supporters

Step 2Based on your specified targeting requirements,

Fluent will create a custom audience

Step 4When clicked, the notification opens a new

window with the content promoting the desired action in the push. The notification

will be available for the user to view and engage with for up to 2 days.

Step 3This verified, custom audience will then receive notifications

on either mobile or web, depending on which platform

they used to subscribe


Thank youJeff Pavelcsyk

Presentations & Public Speaking

Not All Data Is Created Equal: Using Self-Declared Insights to Drive Targeting Strategies