Turn Inc. Confidential

December 7, 2014

Marketing Software as a Collaboration Tool

1

Turn Inc. Confidential

Yesterday: Concentrated Audience Access

2

Business

ModelDirect Negotiation

Media Formats

AudiencesAdvertiser

Billboard

Print Radio

TV

Turn Inc. Confidential

Today: Massive Audience Fragmentation

3

Media Formats Devices

Social

1:1

Search

E-Mail

Print

Offline

Radio

TV

Banner

Digital

Rich Media

Video

Native/In-App

Auction Markets

Inventory Types: Premium, Direct Deal, Bidded

Fixed

Mobile

AudiencesAdvertiser

Business

Model

Turn Inc. Confidential 4

Focus on the CMO’s Digital Imperatives

Forrester Research: “Engaging Digital Audiences at Scale to Improve ROI”

How complete is the picture of our audiences?

How well can we scale our audiences to drive a better return?

Where did we succeed? Why?

What insights did we learn about our audience and media strategies, and how can we apply that to the next cycle? Where can we connect with

our audience at the time and place they’re most receptive to our message, to improve media performance?

Audience & Data Management

Advanced Analytics

Programmatic Action

Turn Inc. Confidential 5

Turn Integrated Platform: Built to Address Digital Imperatives

Turn Products Operate Stand-Alone or as an Integrated Platform

Audience/Data Management:

Design audiences & build campaigns

• Activate first-party data

• 50,000+ third-party segments

• Syndicate to execution platforms

Advanced Analytics:

Analyze, learn, and plan

• Properly attribute credit

• Model future outcomes

• Update budget allocations Programmatic Action:

Execute with precision

• Real-time machine learning

• Frequency caps

• Message sequencing

AudienceSuite

DataMineAnalytics

Campaign Suite

Platform

Turn Inc. Confidential 6

Take it in house?

Turn Inc. Confidential

Marketers

Designing their Destination

Technology

Underpinning with Infrastructure

Agency

Navigating the Journey

7

A Collaborative Partnership Structure

Set their strategic brand vision

and how data contributes to

reaching this goal

Sit as a critical

juncture between

vision & activation

of data.

Compatible with the

entire technology

ecosystem to enable

activation

Turn Inc. Confidential8

Foundational Elements of a Successful Partnership

Complete

transparency

▼

Credibility & Trust

Unified accepted vision (and priorities)

▼

Speed

Varyingperspectives

▼

Comprehensive solutions

Turn Inc. Confidential 9

Ultimately…

To rapidly prepare for the future of

marketing, we must have an open-

sourced model with our clients.

Complete collaboration in terms of our

sharing, structure & speed.

Turn Inc. Confidential

• Understand the data

• Harness the right data to impact our consumer experiences

• Activate the data to drive greater precision in our marketing

• Mine the data for learnings to affect future campaigns

• Provide perspective from client’s facing similar challenges

10

Marketers Maintain Data Ownership while Empowering Agency Partners

Turn Inc. Confidential 11

Case Study of an Industry Leading Partnership

Turn Inc. Confidential

• By owning the data

we learn over time

• Data-first negotiations

• Insights for media

and beyond

View of our consumer

Turn Inc. Confidential 13

Kraft and their Agency Collaborating on Turn

Turn Inc. Confidential 14

Luxury Brand Retailer – Unifying the Brand and Message

“Unify the Brand Globally”

Goal

Regional Specific Business

Climates and Strategic

Marketing Needs

Challenge

Brand and Agency

Collaboration to take a data

first approach to powering

their marketing strategy

Solution

Turn Inc. Confidential 15

Luxury Brand Retailer – Re-Establishing Themselves

United States

Develop Marketing

Strategies to continue

to drive brand

awareness beyond

core offering.

China

Need to re-position

with new marketing

strategies after

having franchised the

brand to a different

entity in this high-

growth market.

Japan

Need to develop

strategies to drive

awareness with a

new higher income

audience segment.

Result of having

licensed the brand to

a different entity.

EMEA

Develop Marketing

Strategies to grow new

awareness and

reinforce already

gained brand capital.

Turn Inc. Confidential 16

Marketing Strategy Driven by Data

Data Marketing

Strategy

Audience Tactics

Media Tactics

Turn Inc. Confidential 17

Marketing Strategy via Transparent Collaboration

Marketing Strategy Driven by Data

Collaboration over Information

Measurable and Transparent results

BRAND

AGENCY

Turn Inc. Confidential 18

Unified Message Speaking to Unique Audiences

Continue to build brand identity

• Increase awareness amongst target

customers

• Delineate between various customer

groups

Turn Inc. Confidential 19

Unified Message Speaking to Unique Audiences

Reach the upcoming “Digital Elite”

• Reach consumers digitally and

encourage a brick and mortar

experience

• Maintain brand identity

Turn Inc. Confidential 20

Unified Message Speaking to Unique Audiences

Appeal to a new customer

• New market with more disposable

income

• Re-define the brand’s positioning in

market and up-level its image to be

in-line with unified message

Turn Inc. Confidential

Partnership Fuels Increased Successes

True Collaboration

Improved

Marketing Strategies

Competitive Advantage with 1st

Party Data

BRAND

AGENCY

21

Turn Inc. Confidential

Thank You

22