CentimentBringing emotion to advertising

Prepared by Andre Voisin - Chief Sales Officer - | February 2017

The ProblemCompanies are spending and wasting millions of dollars on ineffective ad campaigns because targeting metrics are outdated and rely solely on 'user journeys'rather than the user themselves - How they are feeling.

People don't like irrelevantAds

'An increasing number of people aren’t satisfiedwith the online ad experience, and they’re votingwith their feet.' - Stephan Loerke, CEO, WorldFederation of Advertising

'We have no ad vocabulary that is optimized to the digitalenvironment experience. We also measure digital ads bya metric — “impressions” — that has no real meaning orvalue.' - David Chavern, CEO, NewspaperAssociation of America

'We as an industry knowingly allowed bloated ads to runamok on news sites, packed with enough trackingsoftware to annoy readers to ad nauseam, and causing ahost of UX problems for users.' - Vincent Peyregne,CEO, World Association of Newspapers and NewsPublishers

'The perception that all ads can be blocked is quicklybecoming reality as awareness grows. Any channel ofconsumption is at risk at this point. We believe anindustry-wide focus on creating a better consumerexperience for the blocked web should be the first andonly priority.' - Jason Kint, CEO, Digital Content Next

'Now is the time for advertising professionals andmarketers to take a hard look at ourselves to understandwhy consumers are not responding to these types ofads, and figure out how we can correct the issue tobetter engage with the consumers we’re trying to reach.'- Nancy Hill, CEO, 4A’s

How are consumers battlingirrelevant Ads?

As of March 2016 an estimated 298 millionpeople are actively using mobile adblockingbrowsers.

At least 309 million people (16% of the world’s1.9bn smartphone users) are blocking ads on themobile web.

As of March 2016 in Europe and North Americathere were 8.9 million monthly active users ofmobile adblocking browsers.

Desktop adblock usage grew by 34 million toreach 236 million devices.

In December 2016 there were over 600 milliondevices running adblock software globally, 62% ofwhich were on mobile devices.

Existing solutions are notlooking at Emotion Output.

Consumers are engaging with rich media ads, videoads, and native ads. These ads provide more contentthan standard banners and have significantly higherengagement rates - particularly native advertising.

The 'Pay to Play' model adopted by many high quality,non-tabloid media distributors is divisive, often resultingin groups opting to consume content from distributors ofunverified stories and the latest phenomenon grippingthe globe of 'Fake News' and other groups prepared topay for premium content.

Some publishers are simply refusing users to accesstheir content if they use Ad Blocking software.

The SolutionWe combine Artificial Intelligence and Big Data to deliver Real-Time and Predictive Analytics providing content creators and AdPublishers with a suite of Social Listening tools and our patent pending Data Management Platform to deliver Ads based on Real -Time

viewers emotions - an exciting new targeting metric.

We show you what an audience Feels. Now and Tomorrow.

Our Social Listening tools analyse content and feed it into our A.I environment. Then, our advanced deep learning algorithms provide us withextrapolated sentiment data and the contextualised Emotional Response to digital content. Using Predictive Analytics we are even able to

predict future market trends based on emotion towards products today - truly differentiating Centiment from other DMP's venturing intoEmotional-Intelligence Advertising.

We use Neuroscience to serve Ads based on Personality Insights

Studies show that people rely on emotions, rather than information, to make brand decisions -- and that emotional responses to ads are moreinfluential on a person’s intent to buy than the content of an ad.

For instance, in his book, Descartes Error, Antonio Damasio, professor of neuroscience at the University of Southern California, argues thatemotion is a necessary ingredient to almost all decisions.

Videos that elicit strong emotions are twice as likely to be shared as those that elicit weak emotional responses, according toDr Karen Nelson-Field’s Viral Marketing: The Science of Sharing. Videos that elicit positive emotions are also 30% more likely

to be shared than those eliciting negative emotions.

Nielsen’ (2012) Global Trust in Advertising Report shows that 92% of consumers say they trust earned media, such asrecommendations from friends and family, above all other forms of advertising. Making a strong emotional connection is key

in driving online (and offline) word of mouth.

Deliver Ads based on User Mood, not UserJourney.

The idea is to wait to deliver your brands message when the listener is most likely to hear it. Everyone hates it when their spoken to at the most important partof the film - so why do it with Ads?

At Centiment using computer-vision and our proprietary 'Emotion-Persona Matching' technology, we consume digital media from the perspective of theviewer. Using 'Predictive Analytics' our technology learns to only serve Ads suited to their current mood in-line with what their watching, how they're feeling

and when they're ready.

The CompetitionCurrently, there are only three other companies of note, working in this space ahead of Facebook and Google.

Unruly

Budget Premium

B2B B2C

Strength: They use emotional targetingtechniques.Weakness: No predictive analytics. UKbased with no IP. No focus on the use of EEGoutputs in response to served Ads nor anyinroads into Virtual Reality ad serving.Reliance on SVM learning and noConvolutional Neural Network (CNN) basedapproach - the next step to true A.I.

The Opportunity: We hold IP and serveprogrammatic emotion-based Ads both ondesktop and mobile and in the total-immersiveenvironment of Virtual Reality .

Canvs.tv

Budget Premium

B2B B2C

Strength: They use emotional targetingtechniques.Weakness: No predictive analytics. Theyhave limited their market to TV - no IP and noin-roads into native Ad solutions in VR. NoRTB Ad solutions either, instead they currentlyonly provide social listening tools.

The Opportunity: Our team is comprised ofonly a few PhD level experts in the world thatunderstand Convolutional Neural Networkbased approaches to machine learning.

Cluep

Budget Premium

B2B B2C

Strength: IP in social sentiment from naturallanguage processingWeakness: No predictive analytics. Theyuse SVM based learning and hold no IP intoCNN based approaches, nor any in-roads intoVR Ad solutions.

The Opportunity: Our Social Listening toolsare both B2B and B2C and our we can servenative VR ads based on emotion.

Our Competitive Advantages

Unique Feature

Our team are comprised of leading experts in theapplication of Convolutional Neural Network-driven Artificial Intelligence and MediaPsychology.

The ability to predict future markets usingPredictive Analytics.

First to Market

Our particular Machine-Learning approach isthe first to be employed in the area of EmotionalIntelligence.

Proprietary Technology

Our technology is patented with the UnitedStates Patent Office (USPTO).

Exclusive Partnership

Partnered with technology PhD-led think tankReality.Science and their team who are experts inMedia Psychology.

The Team

Micah Brown

Founder & Chief Executive Officer

Micah is a visionary technologist with an intersection of skills consisting ofdata and algorithm understanding, HCI-centric digital technologies, financial

services, financial engineering and media services.

He has over 10 years of experience (up to SVP) across companies like Aon,Barclays, NBC and Viacom. Micah has a deep technological understandingand also a strong commitment to social causes; at the centre of Centiment

and FilmFundr are the need to level the playing field in media forminorities.

Tim Wilson

Co-Founder & Chief Technology Officer

Tim's passion for computer science started aged 13. Now 14 yearson, he's worked with organisations from Amazon to Virgin. His

heavyweight skill set includes working with big data, user behaviouralanalytics, performance and conversion optimisation and emerging

tech across the wide spectrum of web development.

After many years working at senior level he started his agency, Pxxl,providing web development and insights for big brands.

He is a hands-on CTO and a solid, all-round "full stack" developerwith experience in server management and software development,

right through to front-end development, graphic design, userexperience (UX) and multi-variant testing - all at a senior/expert level.

PhD Advisory Team

The Ask - $1.5m

Funding Goals

$1.5m will give us 18-24 months runway and can be split between aseed ($500k) and a Series A ($1m).

Timeline

October 2016 - First clients included Viacom, Pinch Me and TheEmpire State Development Corp; providing invaluable real-timeemotional and brand perception analysis using our Social Listening 'Real-Time Heat Map' tool.

December 2016 - Proven POC's for our 'Emotion Targeting RTB API'with App Nexus and The Rubicon Project resulting in signed Letters ofIntent.

December 2016 - Client Mike Basch partners with us to use our suite ofSocial Listening tools to assist his bid as candidate for Mayor of NewYork.

January 2017 - Official Launch attended by representatives of Facebook,Google and Unruly.

Funding Allocations

$1,500,000

60% Salaries

10% IT

10% Legal

10% Marketing

10% R&D

micah.brown@centiment.io - CEO

www.centiment.io

Matthew Price - PhD Media Psychology Shane Pase - PhD Media Psychology Sean Theonnes - PhD Media Psychology

Tunisha Singleton - PhD Media Psychology