Online Innovation Display Advertising Q C o l e m a n S t, L o n d o n, E C 2 R 5 B J,

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1 Online Innovation Display Advertising Q C o l e m a n S t, L o n d o n, E C 2 R 5 B J,

2 Display Adverts - general Standard display adverts eg leaderboard, ribbon, MPU, half page, skyscraper BENEFITS low cost; leaderboard & ribbon have strong masthead position; MPU in-article has strong site position; normally included in programmatic campaign Large standard display adverts eg billboard, portrait, reskin, overlay, sidekick BENEFITS higher CTR (click thru rate) than smaller ad sizes; reskin appears as ownership of page; overlay is page dominant Expandable ad fomats applicable on all the above BENEFITS will normally double CTR, can disrupt UX (user experience) however Microsite from ad eg rockabox BENEFITS fluid, uninterrupted UX all contained on the one publisher site, unable to drop cookie however Live dynamic adverts applicable on all the above BENEFITS updatable in real time, no need to upload new creative each time 2 First ever ad banner

3 Display Adverts general cont. Feed based dynamic adverts BENEFITS run RSS type feed within ad itself, live updating with latest fund info, social, PR, or blog Synced creative BENEFITS ad creative works in conjunction across all ad units creating stronger page ownership with better UX Channel sponsorship, HPTO and site takeover BENEFITS own all ad units for specific site section, homepage, or entire site; must include guaranteed impression delivery as tenancy booking E-newsletter sponsorship BENEFITS normally secured as added value, complimenting website campaign on first base access point to publisher site Solus e-shot BENEFITS ownership of entire HTML with strong CTA (call to action) opportunity, better suits lead generation, conferences and event marketing 3

4 Content Marketing Advisers License models one yearly cost, upload as much content as desired Eg MoneyMarketing Acumen, Trustnet Fundswire, Financial Library (Professional Adviser & Investment Week), IPE Reference Hub Best option if content is available regularly (eg editorial, fund info, whitepapers, video), would recommend if producing weekly at a minimum BENEFITS cost efficient distribution means for all client content Pay per piece content promotion All trade publishers offer this distribution model, more prominent advertising distribution means, recommended for large content execution with important campaign focus BENEFITS Important distribution method for large piece, valuable content, aligned with core campaign objectives 4 Native partnership with publisher Can take multiple formats across print and digital, eg Ask the Expert, regular thought leadership, sponsored Q&A BENEFITS Smarter, more in-depth tie-up with one publisher audience; deeper advertising opportunity alongside for one publisher group

5 Content Marketing Advisers cont. Dianomi programmatic content distribution RTB (real time bidding) content marketing available on CPC (cost per click) purchase Dianomi widget appearing across finance only sitelist see graphic BENEFITS highly cost efficient method of content distribution, to a finance only audience, with engaged content-consumers then available for retargeting with main advertising campaign 5

6 Content Marketing Consumers Pay per piece content promotion All consumer publishers offer this distribution model, more prominent advertising distribution means, recommended for large content execution with important campaign focus BENEFITS Important distribution method for large piece, valuable content, aligned with core campaign objectives Native partnership with publisher Can take multiple formats across print and digital, eg Ask the Expert, regular thought leadership, sponsored Q&A BENEFITS Smarter, more in-depth tie-up with one publisher audience; deeper advertising opportunity alongside for one publisher group Telegraph Native Partnership - example Key insight from the research we have carried out is that people would like to know more about what goes on in an Asset Manager We propose editorial executions which will shed light on what happens in your institution The aims are: 6 To bring to life the brand Promote talent in the institution Educate the audience as to what you actually do!

7 Content Marketing Consumers cont. Programmatic content distribution Eg Outbrain, Taboola RTB content marketing available on CPC purchase Widget appearing across large possible sitelist Bespoke whitelists available depending on campaign objectives BENEFITS highly cost efficient method of content distribution, with engaged content-consumers then available for retargeting with main advertising campaign Publisher-served network content distribution see graphic Eg TAN As above, but actual content is then served on publisher site following click 7 BENEFITS non-interruptive, highly engaging method of content distribution, content page is third-party served within publisher site, exactly matching publisher page design, retargeting campaign remains possible because of this

8 Mobile & App Trade (Adviser) Mobile & App sponsorship Due to limited traffic and small total universes, available as tenancy SoV (share of voice) booking Traffic growing at approx. 5-8% yoy BENEFITS strong page dominance and ecpms, particularly suiting app launch or fully mobile optimised client site. CTRs on average are higher than desktop campaigns Consumer Mobile & App sponsorship All inventory available on usual CPM basis Various ad unit options available, including unique targeting opportunities eg geo-targeted with in ad map showing local product opportunities see graphic example Important campaign platform for time of day targeting ie 6-9am weekdays 8 BENEFITS target audience at crucial times of the day, creating complete UX with regard the whole campaign execution; adverts should be tailored for the particular device; campaign objectives should be discerned by device type where possible

9 Game sponsorship Includes fantasy leagues for all variety of sports Sponsorship further benefits from passion connection with sport from game subscriber All lead generation can be added into main ad campaign Can marry up with print sponsorship exec Can marry up with editorial partnership, audience research, and user polls BENEFITS fun way of engaging with target audience, benefitting from passion connection with sport from game subscriber; detailed level of lead generation 9

10 CPD Sponsorship Advisers All trade publications offer a form of CPD sponsorship Includes roadblocked ownership of relevant CPD section Can include learning module content provided by sponsor BENEFITS Sponsor automatically associated with thought leadership, industry leading developments, and technical best practice 10

11 Programmatic, PMPs & Ad Networks Programmatic RTB buying of publisher remnant inventory in second-price auction model There are numerous ad exchanges and we are able to bid across all of these as required by each campaign Will necessarily feature for any retargeting campaign We can build bespoke whitelists where necessary, building eg finance only sitelist; will increase CPM however We will overlay DMP (data management platform) in order to behaviourally target particular audience segment, eg Bizo, Datalogix, Exelate, i360, Datonics etc; will increase CPM however BENEFITS very cost efficient; bid price will never exceed predetermined limit; necessarily included in all retargeting For particularly relevant publisher audiences, we will include their PMPs (private market place) within campaign. This model copies the second-price auction model for better quality remnant inventory, using targeting based on first party data, before it is made available in the ad exchanges BENEFITS as above but with better targeting involving first party data; higher CPM however 11 We can buy large ad networks where required at a fixed CPM cost BENEFITS guaranteed CPM for rigid campaign planning; however, blind networks mean that optimisation and reporting is limited

12 Social NB we do not go into detail on Linkedin, Facebook, or Twitter here please request separately as required Sentifi social aggregator of the wisdom of the financial crowd Sentifi appears in a separate widget which is article related, and aggregates the latest social, blogs and news about the company being discussed in the article. If a user clicks the widget, they are then served further info here, along with a contextually targeted ad banner Recognizes shift in market leading opinion from star journalists and fund managers, to crowd based model delivering most popular insights Advertising is bought by usual CPM, based on particular housing publisher BENEFITS does not require a meticulous social strategy, recognizes the importance of the social crowd, and marries traditional advertising with this new social content delivery platform 12

13 In Video Pre-roll in video advertising enjoys strong VCRs (video completion rate) and equally strong CTRs Benefits from fluid multi-device delivery, complimenting display, tablet, and mobile campaign strategy Unifies 300 million unique monthly viewers who are watching content on a myriad of devices across different operating systems Overlay DMP custom segments (eg BlueKai) in order to target the most relevant audiences Multiple ad sizes now available eg filmstrip, ad control bar, timesync, extender, mobile pull BENEFITS Strong results compared to traditional display campaigns; Better mirrors television campaign with added advantage of interactivity from user; however doesn t always improve UX, creative message needs to be engaging 13

14 Live Online Event Adviser 14 These are becoming more ubiquitous in the adviser market (eg or Basically this is live video, where users login at a given time to watch live and ask questions and engage directly with the panel. The problem with these to date is that they are tied down to one publisher and therefore one publisher audience only, therefore the live viewing figures are restricted by the total reach of the specific publisher. We know the format works, it s just that the reach is currently limited. We suggest we put on the first ever non-publisher specific live digital event. We will work with an independent video production agency like Asset TV, BrightTalk, or Sound Creative, they will produce the event, and we will host the event on a client page/ microsite. The video production agencies will further help us source the panellists where necessary. Hosting the event on the client site means we can cookie drop all the viewers, and also provide a wealth of further user engagement opportunities such as data collection, pdf downloads, and live updatable webpage assets. Because we are not tied to one specific publisher, we can advertise the event across all the trade sites. Some of the best campaigns we have seen in the past involve a countdown, and we suggest we have a thirty day countdown in the run up to the event, counting down each and every day. We recommend using dynamic live adverts for this, meaning we can change the creative messages within the ad server itself changing things like panel line-up revelations, new topics, polls and prizes etc. The day itself will involve up to 5 x 25 minute sessions discussing the most important matters facing advisers at that moment. Clicking thru on the ad campaign will enable users to pre-register for the event and sign-up for reminders, and further explore all client product info. We want to saturate the market with adverts promoting this event. The panel line-ups will be crucial to demonstrate editorial independence, we want a frank and transparent discussion about all investment options, and the best solutions win out. If we can match the numbers that the actual publishers manage, then we should comfortably achieve 25% of the entire adviser market, with a much larger number again being achieved on-demand. All the users will then be available to retarget again across trade sites, and across the much wider web generally. This proposal is equally applicable to a consumer campaign for further info please request.

15 Campaign Benchmarking - UK 15 We can offer bespoke qualitative and quantitative benchmarking studies through our research arm for more info, please request MS3insight is a benchmarking and insight tool for the asset management industry. Unlike existing research tools such as ComScore and Neilsen, MS3insights enables asset management companies to benchmark real data such as web analytics, media spend and Fund level activity against their competitors. Founding Participants are: Aberdeen, BNY Mellon, Fidelity, Invesco Perpetual, M&G, Schroders, Threadneedle and Neptune. All traffic to websites collected & benchmarked through the engagement funnel. Trustnet data captured to compare with owned assets. All campaigns (advertising, search, etc) captured & benchmarked. Twitter and Linkedin data via public access to be captured. Net ad spend shared (within specific limitations) key metrics now available. BENEFITS Measure online activity against competitors with your own login and reporting requirements; however, does ultimately create a best practice media strategy, rather than primarily innovative approach.