RECENT REPORTS STATE THAT THE US NATIVE ADVERTISING SPEND IS SET FOR COMPOUND ANNUAL GROWTH RATE EXPECTED GROWTH BILLION AND REACH IN 2018

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1 Brand stories

2 NATIVE LANDSCAPE

3 RECENT REPORTS STATE THAT THE US NATIVE ADVERTISING SPEND IS SET FOR COMPOUND ANNUAL GROWTH RATE (CAGR) B E T W E E N EXPECTED GROWTH AND REACH IN 2018 BILLION

4 NATIVE ADVERTISING REVENUE (US) DESKTOP & MOBILE Native-Style Display Sponsorship Social BI INTELLIGENCE $25 $20 EXPECTED GROWTH $9.2 $10.7 $11.9 $15 $10 BILLIONS $2.9 $0.8 $ $5.6 $1.0 $ $7.5 $1.3 $ $2.0 $ $2.7 $ $3.4 $ $5 $0 *Source: BI Intelligence estimates, Interactive Advertising Bureau

5 15% OF DISPLAY BUDGETS IN % OF UK AGENCIES INCLUDING IT IN THEIR MEDIA PLANS 77% OF AGENCIES ARE CONFIDENT THEY CAN PROPERLY EXPLAIN THE CONCEPT TO CLIENTS STATISTICS

6 LEADING MEDIA COMPANIES MONETIZE THEIR CONTENT FEEDS WITH NATIVE ADS The largest social platforms in the world monetize with native, in-feed ads, including Facebook, Twitter, Instagram, and Tumblr. The publishing industry is quickly following suit, as companies such as Time Inc, Forbes, Wall Street Journal, New York Times, and USA Today, continue to introduce new advertising integrations on desktop and mobile that match both the form & function of their editorial feeds.

7 NATIVE ADS BANNER ADS VS *percentage of respondents that said they personally identify with the advertiser brand. 32% NATIVE ADS 23% BANNER ADS NATIVE ADS REGISTERED 9% HIGHER LIFT FOR BRAND AFFINITY More of who previously bought a product from the advertiser said they "personally identify with" the brand after viewing a native ad. 52% NATIVE ADS 34% BANNER ADS AND 18% HIGHER LIFT FOR PURCHASE INTENT RESPONSES

8 IN FEED CUSTOM $ PAID SEARCH 6CORE IN AD WITH NATIVE ELEMENTS RECOMMENDATION PROMOTED LISTINGS

9 EXAMPLES OF NATIVE ADS

10 In May, Wired released an in-depth, interactive piece on how technology is changing advertising. Sponsored by Netflix, the article was written by Anthropologist and Culture Expert Grant McCracken, who discussed everything from binge-viewing to movies stars migrating to TV to the increase in risk-taking in the industry. The single page features a parallax scrolling effect in the header, stats, a video interview with the producer of "Arrested Development", a reader survey, a timeline of TV history, and audio commentary. Many compared it to The New York Times "Snow Fall", but applauded its lack of disrupting banner ad units.

11 MasterCard and Mashable worked together to release a graphic-heavy article on how people use their mobile devices and how our relationships with our devices has changed. The sponsored post includes a large section at the beginning of the post detailing MasterCard's digital payment system.

12 Mic, an online publication that attracts millennial readers, partnered with Cole Haan for its leap into native advertising. This piece was the first in a series that profiled young women making an impact on business.

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14 STRONG REACH PAGE VIEWS 17,900,000 VISITS 4,600,000 UNIQUE USERS 00:12 AVG. SESSION (MINS) 23 PAGES PER VISIT

15 VISITORS TH 4 TIMES PER WEEK AND TYPICALLY SPENDS PER VISIT 20 MIN AL C ACCORDING TO THE SITE ON AVERAGE LO UAE VISITS THE M A MONTH SEARC T H S O ED 6 UNIQUE THE SITE E UA E MILLION TH 4 BRA N D IN BY A CLEAR INDICATION OF HOW THE SITE IS WELL ROOTED IN THE UAE S USER CULTURE AND TOP-OF-MIND

16 Brand stories

17 Brand Stories was born out of the idea that dubizzle is just one of the many touch points involved during a consumer's path to purchase, whether it's to purchase a new car, or to find the perfect baby crib for their new little bundle of joy. HOW THE IDEA WAS BORN Dubizzle is at the heart of these moments. Whether our user's are looking for a used or new item, they still spend a great deal of time researching to find the perfect product and best deal. They spend time comparing features and specifications, pricing and discounts. They may book a test drive or ask friends for advice through social channels, each user will have a unique path to purchase but one common norm is that every user will associate with brands during this process.

18 BEING ABLE TO ALLOW BRANDS TO TELL THEIR STORIES FURTHER UP THE PURCHASE FUNNEL Dubizzle has been selling traditional advertising banners since 2008, and now plans to make the inevitable jump to providing ways for brands to tell their story to dubizzle users in more creative and engaging ways. Native ads at the top of the funnel awareness and consideration. The product is designed to reach users who may also be at the awareness and consideration phases, and not only further into the customer lifecycle. Whether they are looking to buy a car, or decide on which baby crib is best for their new baby, every user will make brand connections during their journey across several digital touch-points.

19 PERSONAL- IZATION Brand Stories by dubizzle is to enhance the user's experience on dubizzle, by engaging with them on a more personal basis, providing them with content that helps them, entertains them or informs them - either based on their behavior, demographic or interests.

20 <nyt_prefs> <nyt_prefix></nyt_prefix> <nyt_suffix></nyt_suffix> <nyt_base_path>~/desktop/dubizzle/brandstories</nyt_base_path> <nyt_scaling>100</nyt_scaling> <nyt_transparency>true</nyt_transparency> <nyt_format>jpg</nyt_format> <nyt_export_code>artboards</nyt_export_code> </nyt_prefs> THE NATIVE AD PLACEMENT is nested within the listings pages on the dubizzle UAE website, across both desktop and mobile. With the listing pages generating ABOVE 40M IMPRESSIONS PER MONTH advertisers can expect to reach mass audiences across the UAE at scale.

21 MONTHLY LISTINGS IMPRESSIONS MOTORS 14 MILLION PROPERTY 11 MILLION CLASSIFIEDS 9 MILLION JOBS 12 MILLION

22 TECHNOLOGY PARTNERSHIP MEDIAVOICE Brand stories & BRAND STORIES BY DUBIZZLE IS POWERED USING POLAR S MEDIAVOICE PLATFORM

23 TARGETING BRAND STORIES IS A NATIVE AD SOLUTION WHICH ALLOWS ADVERTISERS TO APPLY THE SAME AUDIENCE-BASED LENS OF THEIR DISPLAY ADVERTISING TO THEIR NATIVE ADVERTISING CAMPAIGNS IT IS A CROSS PLATFORM SOLUTION AND ONLY AVAILABLE IN THE FURNITURE 5,380,000 PAGEVIEWS AUTOS 38,720,000 PAGEVIEWS CLOTHING 852,000 PAGEVIEWS PROPERTIES 15,760,000+ PAGEVIEWS AUTO ACCESSORIES 2,000,000+ PAGEVIEWS JOBS 47,000,000 PAGEVIEWS MOBILE 2,680,000 PAGEVIEWS HOME APPLIANCES 1,100,000 PAGEVIEWS

24 THE CONTENT CREATION THE SOCIAL AMPLIFICATION Brand stories by THE NATIVE AD THE DISPLAY MEDIA BRAND STORIES BY DUBIZZLE IS DUBIZZLE S NATIVE AD SOLUTION

25 As the user scrolls through the dubizzle listings page, the third listing down is a native ad, which seamlessly follows the form and function of the dubizzle listings. THE NATIVE AD The ad itself consists of a thumbnail image, headline, content snippet, brand logo and a Read More call to action. On click/tap the ad takes the user through to the advertiser's branded content page which is hosted within dubizzle's brand new blog site.

26 THE NATIVE AD THE FLOW DESKTOP

27 THE NATIVE AD THE FLOW MOBILE

28 THE CONTENT CREATION The dubizzle blog site is already brimming with useful and informative content for our users, which has already been promoted through the native ad solution during its pilot period. We saw average click through rates of 0.78% and average time spent at 2 mins So we strongly believe our users will welcome fresh, informative branded content presented to them in the right moment.

29 MOTORS THE CONTENT CREATION BLOG PAGES MAIN PAGE

30 THE CONTENT CREATION TYPES & ORIGIN Content can be in the form of a short or long form blog posts, an info-graphic, research or a sponsored article with integrated video, a photo gallery or even a promotion which increases sharing. The content can either be created by dubizzle s content team or content partners, or the advertiser s creative agency. On average, engagementon referral traffic is 62% higher. (Polar Benchmarks)

31 BLOG POST THE CONTENT CREATION

32 INFOGRAPHIC THE CONTENT CREATION VIDEO

33 The social amplification part of the campaign is where the same native ad which sits in feed dubizzle s listings, is also promoted across social channels such as Facebook, Twitter, Google+ and LinkedIn to name a few. THE SOCIAL AMPLIFICATION These ads will drive traffic back to the content hosted on the dubizzle blog, increasing page views. This can be through dubizzle s social channels, the advertiser s or paid amplification. Increase your reach with paid amplification. We take care of the buy, asset creation, flighting, and optimization. All reporting consolidated in your campaign report.

34 THE SOCIAL AMPLIFICATION

35 THE SOCIAL AMPLIFICATION

36 To compliment the native campaign, traditional display media is included in the package. THE DISPLAY MEDIA This can be a mix of both mobile and desktop, and depending on availability or the advertiser s preference. Advertiser s can select from the standard ad formats; Leaderboards, MPUs and Mobile Banners.

37 THE DISPLAY MEDIA MTU & LEADERBOARD

38 THE DISPLAY MEDIA MOBILE BANNER

39 NATIVE IS THE FASTEST-GROWING DIGITAL AD MEDIUM! $3.1 B

40 WHY NATIVE ADS WITH US? Engagement with our active users through content marketing that is beautifully designed to look and feel like the content around it on our site Sophisticated targeting ensures you find readers where they consume similar content to share your story. Just like a display ad, our targeting can pin-point the reader you desire Our readers know we re experts in our market. By partnering with us for your content marketing program, you ll increase you brand awareness by being associated with a leader Our native ads run alongside editorial ensuring premium placement of inventory

41 NATIVE PERFORMS SPENT.15% AVERAGE CTR &TIME SPENT BY DEVICE SMARTPHONE.27% 3:54 CTR TIME DESKTOP 2:02 CTR TIME SPENT TABLET.28% 1:58 CTR TIME SPENT

42 = 10X NATIVE CTR DISPLAY CTR NATIVE PERFORMS 18% PERFORMS BETTER CONSUMERS WITH NATIVE MORE LIKELY TO SHARE NATIVE AD INCREASE IN PURCHASE INTENT AFTER SEEING NATIVE AD COMPANION DISPLAY 40%

43 THE CONTENT MARKETING OPPORTUNITY $ 99 BILLION 50 % CONTENT MARKETING MARKET SIZE BY 2017 (EMARKETER) DIGITAL AD REVENUE FROM CONTENT MARKETING BY 2016 (POLAR BENCHMARKS)

44 TOP BRANDS ARE ADOPTING CONTENT MARKETING, SUCH AH

45 Now brands can tell their story to our highly engaged audience, driving stronger brand awareness, ad recall and brand interest. We will be able to measure ad impressions, clicks, page views and engagement of the page the user was driven to, as well as measuring social sharing of the content, and lift from paid amplification campaigns.

46 Number of times that the Native Ad Placement is displayed on the site. Note that this MediaVoice only counts rendered impressions (i.e. impressions that were actually rendered on the page, but not necessarily in the viewable window) Number of times that a Native Ad Placement is clicked to get to the Content page linked to the native ad. REPORTING METRICS Click-through rate of the Native Ad Placement calculated as: Clicks / Impressions. Total number of views (page loads) of the content page linked to a particular Native Ad. Note that this includes direct page views coming through clicks as well as referral page views coming through search, social and other sources. Average time spent on the content page by users who accessed the page. Number of times that the 'sponsor link' is clicked. In MediaVoice, a link to the sponsor's site can be added to a creative (in addition to the content page URL). Number of times that all CTA Links are clicked on the content page.

47 Brand stories THANK YOU