Marketing Impact Review

Page | 1 Friday, July 06, 2018 McKean
Baseline National Ad Campaign Numbers to Date (thru Jul 5, 2018)
Account Creation + Consent Completion
Totals
/
Averages
Account
Conversions
Consent
Conversions
Impressions Clicks
Avg
CTR
Account Avg
Conversion
Rate
Account
Avg CPA
674 406 61,646,136 103,847 0.17% 1.04% $431.94
Campaign to Date Analysis & Observations
• $81K Budget Pre-Launch Budget
• $504K Launch Budget
o $291K Spend to Date ($129K National + $162K Local)
o $213K Budget Remaining (Jul & Aug)
• Email Newsletters represent Email Banner Ads purchased via the Programmatic media buy

Weekly Budget Spend
• Dates reflect Sunday as the start of each new week. * Jul 1 week partial week thru Jul 5.
• (*Jul 1 reflects a budget spend slowdown for July 4th
holiday week: we can expect to see reduced overall
performance as a result. As of July 9th,
we have returned to normal budget spends, albeit with the
consideration we are stretching the budget thru to Aug 31. Net result, our weekly spend will be slightly less
compared to previous periods before the holiday. $110K Jul and $103K Aug down from ~$145K / month
May & Jun)
Weekly Impressions x Budget Spend
• Budget spend ramped early and has remained reasonably consistent ensuring we’re delivering Ads for
both reach and frequency. $41,589 average weekly budget.

Weekly Impressions
• Reach, impressions, and frequency have been steady and growing.
• 61,646,136 Campaign Impressions / 8,806,591 Avg Week Impressions Served
Weekly Impressions x Average CPM
• Media buying has ensured efficiency’s in budget spend with an average weekly $4.72 CPM.

Weekly KPI Performance
• We are seeing consistent improved KPI conversion performance week over week reflecting our campaign
is building momentum.
o Account Creation conversion counts are up with a 100% lift month over month. (96 average weekly
Accounts Created.)
o Consent Completions are up with a 270% lift month over month. (58 average weekly Consent
Completions.)
o Enrollment Rate approaching 2018 National average and is on verge of surpassing. (73% average
weekly Enrollment Rate.)
• Note: Jul 1 budget spend slowdown (represented thru Jul 5 - partial week)

Weekly KPI Performance
• Our CTR is modestly declining while our Conversion Rate is increasing and our CPA is declining.
• This reflects that it is taking fewer impressions per conversion further reinforcing the Campaign is
performing more efficiently over time as optimization and learnings are applied.
Weekly KPI Performance #2
• Our Conversion Rate (Account) is up with a 50% lift month over month: last 30-day benchmark (0.76%).
• The Enrollment Rate (quality vs quantity) is improving month over month in direct correlation to the
conversion rate: last 30-day benchmark (74%) compared to (80%) 2018 YTD national average.
• Represents Campaign is continuously improving by reaching higher quality (greater interest) population
segments who are moving thru the Account to Consent enrollment process.

Weekly KPI Performance #3
• The average weekly CPA (Account) is declining with an improvement of 38% month over month.
• Represents applied optimization and learnings are creating overall budget efficiencies.
Local vs. National Ad Performance (Budget & Impressions)
• To date, Local campaigns have been a significant part of the budget spend and impressions served.

Local vs. National Ad Performance (CPA)
• Comparing similar channel placements, geo-targeting leveraging Co-branded local ads without audience
targeting are performing marginally better for CPA than National ads.
• Note: Campaigns and Ads have yet to tap into the power of Audience Profile targeting as our DMP
(Lotame) is still coming online with full activation in July. We can anticipate greater targeted performance
once this capability is online.

Local Ad Performance (Conversion + CPA Rankings)
• Performance nuances do exist by local market as can be expected.
• Represents which markets may be more receptive to messaging and positioning.
Local Ad Performance (Conversion Type Rankings)

Local Ad Performance (CPA Rankings)
Local Ad Performance (Impressions Delivered to Date)

Channel Performance (CPA Rankings)
• There are distinct economies for budget spend and performance efficiencies by channel placement for
CPA and conversion rates.
• KPI / CPA: Facebook (campaign to date) marginally outperforms other channels in the mix, but as
audience profile targeting is fully activated, we forecast Programmatic to perform much better and be much
more efficient with budget spend. Our weekly KPI optimization process will continual to adjust campaign
directions based on weekly and monthly trend performance.
• Note: Campaign Lifetime view: Email Newsletters are Banner Ads within Programmatic media buy
• Our objective is to continually apply optimization to find the greatest budget spend efficiencies and to
reduce overall averages for CPA.
• Note: Past 30 Days view: Email Newsletters are Banner Ads within Programmatic media buy

• KPI / Conversions: Based on Conversion Rate and Conversion Counts, there are three prime channels
where audiences can be found to participate (Programmatic, Facebook, Instagram). Other channels are
being experimented with and optimized to broaden the channel mix.

Performance Notes
• General Performance: Programmatic has yet to begin white/blacklisting websites as we complete the early
benchmarking period. We are now at a stage we will begin this optimization process. This too is expected
to enhance future Programmatic forecasted performance.
• Recent Optimization: Of note, we have recently removed Digital Audio and Twitter from the current ad flight
through to Aug 31. Early benchmarking for Twitter showed no ROI, but it may be (and likely) experimented
with again in the near future. Digital Audio banners impressions were placed without Audio assets. It was
deemed banners alone are not effective as people tend to minimize their audio windows and listen to the
music in the background.
• There are also distinct nuances for conversion quality by channel. When measuring how many people go
on to Consent after Account Creation, we can see some channels outperform others.
• INSIGHT: Facebook may deliver better click (CTR) numbers, but the quality of people clicking may be of
lesser value than Programmatic. But we’re still benchmarking.
-----------------------------------
1. 8-week campaign still should be considered as in the benchmarking period (ideally, we need more time to
optimize and to confidently forecast future performance, and ideally we should consider six full months as
the benchmarking and learning period to fully maximize efficiencies for the campaign)
2. To date, Co-Branded Local Campaigns are performing marginally better than National Campaigns with the
following considerations:
• Co-Branded campaigns are universally geo-targeted without audience targeting.
• Conversely, National campaigns are benchmarking and testing audience targeting across a greater
number of channels with mixed early performance results.
• As a result, when comparing top-level KPIs, Co-Branded does appear to perform better than National,
but the differences become much smaller when looking at common comparable channels
(Programmatic, Facebook), and over the last 30 days.
• When we remove lesser performing channels for the National campaign, such as Audio Banners
(without audio), Twitter and email banners, CPAs become much more comparable across campaigns
with smaller deviations, and the conversion rate for the national campaign actually starts to outperform
the local campaigns.
• Of note, we have served a 2:1 ratio of co-branded impressions and budget spend to national
campaigns which may skew results in favor of co-branded ads over the short benchmarking period.
----------------------------------------

Benchmarking (To Date) First Major Optimization Steps Taken
Via performance analysis, we are beginning to optimize based on weekly and monthly benchmarking
performance.
• Weekend performance falls consistently across all channels. We have begun to reduce weekend
budget spends.
• Historic holiday period slow-down performance. We have reduced spend over the entire 4th of July
holiday week.
• Channel placement optimization has been applied with the removal of audio banners (until audio is
available) and poor performing Twitter placements.
Optimization Steps Underway and to be Applied.
• Re-aligning remaining flight budget spend by reducing newsletter banners spend and applying more of
this budget to National banners. Justification; newsletter banners currently have a high CPA (which
can be further reduced over time), but a more efficient use of the remaining budget is to begin testing
audience targeting profiles across Programmatic for deeper UBR learnings.
We are building upwards to 12 new audience profiles to A/B test aligned with Hispanic, African-
American and the elderly audience segments.
• Several new Elderly 65+ audience profiles are also being built as mentioned above and will be applied
to A/B test. Current single audience segment profile not producing an efficient ROI.

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