How activating tailored audiences with Lotame can take your Twitter advertising to new heights.

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1 How activating tailored audiences with Lotame can take your Twitter advertising to new heights.

2 Lotame can now unleash the power of audience data through Twitter. Reaching just the right people with the most relevant message. #awesome Doug Pollack, Director of Corporate Strategy & Business Development

3 500 million tweets are sent every day 230 million monthly active users 76 % of Twitter active users are on Mobile Twitter audiences are highly active and engaged. Twitter is the second screen accompanying users when they go to sporting events, watch TV, etc. Introducing Tailored Audiences Tailored audiences represents a huge breakthrough for Twitter advertising. It s a new way for advertisers to define their own groups of existing and potential customers, and connect with them on Twitter with relevant messages going well beyond traditional targeting selects like gender and keywords. Here s the basic idea: if a customer expresses interest in a brand somewhere other than Twitter say, the brand s website chances are they ll respond positively when shown a relevant Promoted Tweet from the same brand on Twitter. Why? You re targeting based on actual audience interests and behaviors not a broad demographic description. In early testing of Twitter tailored audiences, advertisers saw an engagement rate lift of as much as 170 percent, while some advertisers reduced their CPA (cost per acquisition) by as much as 74 percent.

4 How Tailored Audiences Work WELCOME 1 A user visits the Hawaii section of Stava Hotel s website. + Hawaii hotel audience 2 Lotame tells Twitter that the user can be included in market for a Hawaii hotel audience SH Stava Hawaii deals are now 20% off. Book your summer getaway today. Promoted by Stava Hotels SH 3 That same user sees a highly relevant Promoted Tweet in their Twitter timeline.

5 We use Big Data to create Smart Data. WEB MOBILE CUSTOMER CARE POS CRM COLLECT ORGANIZE ACTIVATE LOTAME: Taking Tailored Audiences to the Next Level The real power of tailored audiences is to intelligently segment audiences and engage them through highly-relevant messages on Twitter. This is where Lotame and its unifying DMP (Data Management Platform) can take Twitter advertising to the next level of accuracy and performance by creating segments based on actual behaviors. Lotame s unifying DMP collects web and mobile behaviors across all devices and platforms. All of your first-party data, including web and mobile behaviors, search terms, third-party data, CRM data, offline data and mobile data can be used to define, and then create the exact audience segments you re looking for. Once these highly-valued new segments are created using Lotame, they can be activated through highly targeted Twitter ads. The result: accurate, efficient advertising that generates higher conversions at a lower cost. Define and use your own audiences: purchase data, CRM data, offline data, mobile data the highly-valued segments you create using the Lotame DMP can now be activated and targeted on Twitter Show users highly relevant ads: based on what you know they re interested in when they re interested. Increase conversions: with highlytargeted messages and audiences Extend your reach: use Twitter to boost your effectiveness (and revenues) with audience extension Drive ROI: better targeting and higher performing campaigns

6 Define your own audience segments Twitter runs a match on the cookie IDs Lotame provides anonymous cookie IDs You reach the users in each segment How Lotame Powers Tailored Audiences Define the audience segments you wish to target using first-party and third-party data within the Lotame Audience Builder. Lotame provides anonymous cookie IDs in each audience segment and transfers the data to Twitter. Twitter runs a match on the cookie IDs, to learn which Twitter users belong to each audience segment. Those targetable segments are loaded into Twitter Ads, enabling you to select them at campaign set up. You reach the users in each segment with Promoted Tweets and Promoted Accounts.

7 Using Lotame and Twitter tailored audiences, publishers and marketers can extend their audience segments and create more efficient, intelligently targeted Twitter advertising. Use Cases for Publishers Use Cases for Marketers Now you can add Twitter to your RFP proposals, giving you a competitive advantage as you pitch advertisers/marketers. Now you can create messaging to custom audience segments created in the DMP via promoted Tweets. Tweet under your handle to one of your custom first party audiences on behalf of your client. (For example, a travel publisher can now offer airlines, hotels etc. targeted audiences on its own properties and on Twitter.) Send your first party segments into the advertiser s Twitter handle (and yes, it could just be your first party segments OR it could be a combination of your first party data and the advertiser s first party data). Share your first party data with an advertiser using Lotame s Syndicate product and control the start/end data, price, and which data you wish to share. Re-target specific customers with messaging about the products they ve purchased or retarget behaviors like shopping cart abandoners Send messages to specific customers about complimentary products; up-sell or crosssell them Reach audiences who look like your converters (look-a-like audiences you ve already created using Lotame DMP) Target prospects of a product and tailor messaging to them Use data from other Lotame clients via Lotame s Syndicate product and create custom messages to those users Align your messaging across channels including Twitter s Expandable Ad Units

8 BIG DATA SHERPAS A Little Bit About Us Lotame is the DMP for Maximum Audience Impact helping publishers, marketers and agencies maximize the way they collect, unify, protect, and activate audience data. Leveraging the industry s most robust audience management engine, we re able to intelligently monetize data, create premium properties, target more efficiently, and drive higher campaign performance and revenue. We have more than 70 clients spanning five continents, including: For more information, or a demonstration, please visit us at or us at info@.