New Directions in Mobile AdvertisingCitibank iAd Exploration

February 2011

Our PrioritiesOur Priorities

• Become the world’s premier digital bank

t t i i ti• Become a truly customer-centric organization that puts customers at the heart of everything we do

• Enhance our clients’ lives through relevant innovation that harnesses the breadth and depth of our information, global network, and world-class products

3

Citi’s Mobile Ecosystem: Three FlavorsCiti s Mobile Ecosystem: Three Flavors

3. Text Messaging1. Downloadable Apps 2. Mobile Browser

4

Mobile Social-Media Customer Service

First major U.S. bank to “mash” together mobile banking andtogether mobile banking and Twitter as a servicing channel(Launched December 2010)

5© 2010 Citigroup Inc.

Mobile Innovation in Poland

Citi Handlowy (Poland):transfers performed by bumping phones

B2T allows for quick and easy tranfers between Citi Handlowy

Bump 2 Transfer

customers.

B2T uses

B2T is available in Citi Mobile application installed on:

&&&&© 2010 Citigroup Inc.

6

What attracted us to the platforma a ac ed us o e p a o

• Innovative mobile advertising rich• Innovative mobile advertising rich media platform.

• Deep brand experience through aDeep brand experience through a “storytelling” platform that combines emotional impact of TV, interactivity of the web, explorative nature of gaming, , p g g,& physicality of print

• Unique targeting possibilities such “We’ve all seen interactive ads on the web. We want to deliver q g g p

as iTunes app and music preferences, and consumption habits

interaction – but also emotion.”

Steve Jobs iAd launch conference, April 2010• Creative and production support

• Rich functionality: iTunes

April 2010.

downloads, audio and video, map functionality

7

Creating Rich Brand Engagement and Delivering Value to C ea g c a d gage e a d e e g a ue oConsumers

Whatever your story, Citi can help you write it

UtilityFind an ATM

Support for Acquisition

or download and App Choose the right Citi Card

Discover Stories Entertainment

Branded videos tied to life stages

Find a place of interest with Story Sparker

8

The Citi iAde C d

Story Sparker

ATM Finder

Citi AppsCard Selector

Video Video Video

9

Learnings: Ground your idea around business goalsg y g

• The iAd needs a clear theme that aligns to brand and business objectives j

• Ground the big idea in tangible, explicit linkages back to yourexplicit linkages back to your business

• Beware of fascination with bright• Beware of fascination with bright shiny objects -- leverage the functionality of the iAd platform

h t dwhen warranted

11

Learnings: Provide easy access to contentg y

• Streamline the user experience

• Provide easy access to content

• Keep the experience focused and the navigation simple

12

Learnings: Create a compelling value exchangeg p g g

• Reward consumers for their time with a strong pay-off

• Gain clarity on what the pay-off is: entertainment or utility

13

Entertainment/UtilityEntertainment/Utility

iAd

Entertainment UtilityCustom Ask an Branch App Click-

TV Story-

Videos Agent

G

Locatorpp

Download

Card

to-Call

Spots SparkerGames ATM Finder

Card Selector

orCiti Cards

deal finderfinder

14

Citi iAd: Holiday promotionCiti iAd: Holiday promotion

15

Our iAd initial learningsg

iAd i d i h di• iAds are an engaging and rich media experience for consumers

• iAds represent opportunity to create immersive brand experiences

• Apple’s platform is still evolving, offering unique reporting and scale challenges

• On-going commitment/investment and willingness to test and learn are requirements for successrequirements for success

16

Thank you!Thank you!

17

AppendixAppendix

18

What we learned through the processg p

• Streamline the experience with emphasis on easy access to content• Streamline the experience with emphasis on easy access to content

• Ground in a clear theme that aligns to Citi brand and business

• Reward consumers for their time with strong pay-off

• Optimize inherent functionality of the iAd platform - more interactivity, Twitter, audio/video geo locationaudio/video, geo-location

• Capture user attention within 7-15 seconds

iAd development requires an on-going commitment fromClient/Agency and a multidisciplinary talent pool.g y y

19

iAd key principlesiAd key principles

Engage consumers in order to improve brand perception and raise Citi’s profile inEngage consumers in order to improve brand perception and raise Citi s profile in the consumer consideration set while adhering to iAd key principles:

• Keep it simple – less is moreUtili f d h t d li i th t i h bl d– Utilize a focused approach to deliver messaging that is approachable and easily digestible

• Enable through utility– Provide immediate consumer benefit through friendly content and services

that customers and prospects can use on a daily basis

• Engage through interactivity– Encourage a stronger consumer connection to the brand through interactive

elements and add clear pay-off rewards where appropriate for desired behavior

• Inspire with emotion– Inspire co-creation and invite participation to put users at the center of the

experience

20

Mobile as a Venue for AcquisitionsMobile as a Venue for Acquisitions

• Users increasingly research

Apple iAd

• Users increasingly research brands, products and services on mobile devices

Banners & Links

on new Citi.com

Mobile Homepage

Apple iAd

• We began to build Web-like sales capabilities with our Mobile Merchandising rollout (October):

– Mobile ad-serving into our homepage

– Mobile landing screens and product pages

– Mobile SEM destinations

Mobile Search-Engine

Marketing

– Mobile showcase for our mobile services

© 2010 Citigroup Inc. – CITI INTERNAL21

Mobile as a Venue for MerchandisingMobile as a Venue for MerchandisingFirst major U.S. bank to showcase

its mobile services via Mobile

Incorporatesad-servingon Mobile

Collapsiblesign-on

Links to demos of

sign on section

Citi’s mobileservices

O COriginal Citi.com … and since November 2010 Mobile Browser

(June 2009)© 2010 Citigroup Inc. – CITI INTERNAL

22

The early adoptersThe early adopters

Liberty Mutual Nissan JCPenny Unilever

• Brands aim to leverage the rich functionality available.

GeicoATT

g y• Most focus on utility, and there is potential for more interactivity & entertainment• Early results encouraging.

23

Reporting: Overall KPIs (August – December 2010)Reporting: Overall KPIs (August December 2010)

Results are still preliminary• Results are still preliminary…

• Impressions: Over 104MM

• Average Time Spent: 48 seconds• Average Time Spent: 48 seconds

• Cumulative TTR: .71%

• Significantly outperforming Stories CTR• Significantly outperforming Stories CTR (.07%), which is consistent for mobile

• Within industry average range (.5-.7%) for rich media executionsrich media executions

• App Downloads: Over 1100

• Optimization efforts improved all key APIs• Optimization efforts improved all key APIs including video views and StorySparker views

24