1.
Smart Branding
The DX Advantage
Mukund Ramachandran, GM, Brand
© 2011-2012 DataXu, Inc. Privileged & Confidential 1

2.
Digital now relied upon to change
customer opinions
- 43% of online display spend in
2011 for branding ($4.77 Billion)
- Online video is $3.0 B
© 2011-2012 DataXu, Inc. Privileged & Confidential

3.
Traditional approach is based on 2 key ideas:
Identify target demo (W 25-54) and
set specific frequency goals
-- But, not all W 25-54 women are
created equally in terms of
responsiveness to your brand.
Understand brand impact through
offline & other surveys.
-- Time consuming.
-- Media plans based on old data.
© 2011-2012 DataXu, Inc. Privileged & Confidential 3

4.
What if…
 We can leverage the
power of digital for
brand advertising?
 Not only reach your
target demo but reach
the most valuable
audiences within the
demo?
 Find the most effective
medium to deliver the
highest RAOS?
© 2010 DataXu, Inc. Privileged & Confidential 4

5.
Introducing DX Brand
MEASURES LEARNS
CONSUMER
BEHAVIOR
1. 2. FROM WHAT’S
WORKING
BUYS DECIDES
MEDIA ACROSS WHAT CONSUMERS,
CHANNELS
AND FORMATS
4. 3. CONTEXTS, CREATIVE
S,
AND PRICE
© 2010 DataXu, Inc. Privileged & Confidential 5

6.
DX Brand Approach: Clinical Trial Approach
Rigorous test set-
up ensure valid
findings
Exposed group is
Aware served your ad while
Somewhat
Aware control groups sees
Unaware
a public service
Vote!
announcement
Both groups are
PSA
surveyed throughout
the campaign
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7.
DX Brand: Real-Time Learning
Measure brand lift as campaign is running.
Learn which consumers are likely to be
influenced by your campaign.
Real-time decision the right ad.
Bid smart across RTB inventory.
Optimize in real-time.
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8.
The Platform
#1 biggest challenge to digital marketing’s
growth is the lack of a single, cross-channel
digital marketing platform
© 2012 DataXu, Inc. Privileged & Confidential 8

9.
DX3 – Enterprise Digital Marketing Management
Platform
Inventory
Audience
Management
Management
~ Access to RTB
~ Access to
inventory across
20K+ data
Display, Video &
segments
Mobile
Insights and
Reporting Campaign
~ Deep Management
insights to ~ Manage
understand campaigns from a
what’s working single platform

10.
Branding: Does it work in practice?
"In theory, there is no
difference between theory
and practice. But, in
practice, there is” – Yogi
Berra
Some examples of how it
works in practice…
© 2011-2012 DataXu, Inc. Privileged & Confidential 10

11.
Auto Case Study:
Raised awareness & favorability
Challenge:
Raise awareness & favorability for
the new engine for their flagship
truck
Reach:
28,800,000 consumers
Results:
9.4% lift in favorability
5.8% lift in awareness “The ability to run digital campaigns on
trusted media placements and prove real
incremental lift is a major break-through
for our clients”
-- John Gray, SVP of Interactive Media
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12.
Newly favorable audience was more valuable
SuperTruck DX Brand SuperTruck DX Brand
effect on Favorability effect on sales
Fraction of Consumers Action rate by type of
Favorable consumer (indexed)
30% 2.3X 2.3X
28.2% 5.90% More
2.0 likely
20% 22.3% to act
1.0X
2.2M 1.0
10% Newly
Favorable
Individuals
0% 0.0
Exposed Unexposed Not favorable Favorable
© 2011-2012 DataXu, Inc. Privileged & Confidential 12

13.
CPG awareness across demo segments
Challenge:
Major packaged-foods customer had identified four
high-value customer segments and sought to drive
a deep shift in awareness in these groups to gain an
edge in a highly competitive vertical Segment 1 + 18%
Reach:
Four segments of varied sizes, totaling about 60MM
unique consumers
Time in Market: 2 + 19%
5 weeks
Results:
16 - 23% boost in Awareness across segments
3 + 23%
4 + 16%
© 2011-2012 DataXu, Inc. Privileged & Confidential 13

14.
Electronics manufacturer across display & video
Challenge:
A major consumer electronics brand Video
needed to identify & implement the right +5X Creative Lift
digital tactics to drive awareness
Tactics:
DX Brand ran a cross-channel campaign
including video and display
Campaign
Average Lift
Time in Market:
~ 1 month
Baseline
Results: Awareness
Video creative drove more than 5x lift vs.
display – DX Brand Cross Channel Consumers are
capability enabled stronger performance
more influenced by
video
© 2011-2012 DataXu, Inc. Privileged & Confidential 14

15.
Smart Branding
Broad (across RTB) or targeted (specific demo/interest)
Reach your
20K+ audience segments to choose from.
audience RTB inventory across display & video.
Find your Understand sentiment in real-time.
best Optimize delivery to high-value customers.
audience
RAOS No need to pre-allocate portion to video, or display.
Cross-channel optimization to deliver best RAOS.
© 2011-2012 DataXu, Inc. Privileged & Confidential 15

16.
Appendix
© 2011-2012 DataXu, Inc. Privileged & Confidential 16

17.
Introducing DX Brand Works
Easy: Survey to measure lift. Hard: Optimize on lift in
real-time
Split Test Survey to Evaluate Difference = Optimize Consumabl
in Digital Exposed Exposed Brand Lift Bids In e Insights
Audience and PSA groups minus PSA Real Time &
Intelligence
95% Aware
Exposed
Somewhat
Aware
Unaware
5%
PSA Vote!
© 2011-2012 DataXu, Inc. Privileged & Confidential 17

18.
Use Case: Create Buzz for a Launch
Challenge:
A major auto brand wanted to boost consumer familiarity with a new vehicle
Reach:
40MM unique consumers
Familiarity Rate
Time in Market:
+ 7% Boost in Familiarity
2.5 Months $0.08
per newly
Results: C E familiar
7% lift in familiarity O X consumer
N P
~3MM newly familiar consumers
T O
Cost of $0.08 per consumer S
R
O E
L D
© 2011-2012 DataXu, Inc. Privileged & Confidential 18

19.
How Have Clients Used DX Brand?
Major packaged-foods client wanted to drive brand lift in
Precision
specific, high-value consumer segments
branding
DX Brand generated 20-30% brand lift in top audiences
A major auto partner sought to raise familiarity with a
Generate new vehicle, within a group of about 40MM consumers
buzz for
DX Brand drove a 7% lift in familiarity – in other words
launch about 3 Million incremental consumers, at $0.08 per
person
Find the A major consumer electronics manufacturer needed to learn
digital which digital channel presented their best opportunity for driving
awareness
channel that
Cross-channel capability enabled video ads to drive 5X the lift
works © 2011-2012 DataXu, Inc. Privileged & Confidential 19

20.
Introducing DX Brand:
More Lift at Lower Cost in Real Time
You can't measure
awareness, favorability or intent in
real time. DX Brand is running brand metric
driven campaigns, in production
environments.
You can't optimize on the feedback in
real time.
DX Brand harnesses the power of
the DX2 Demand Side Platform to
learn and optimize in run time.
You can't achieve scale without
sacrificing brand safety.
DX Brand uses your metrics and
requirements to guide programmatic
buying.
© 2010 DataXu, Inc. Privileged & Confidential 20

21.
DX Brand / Reach – How it works
Exposed to ads – 95% Exposed to PSA – 5%
© 2010 DataXu, Inc. Privileged & Confidential 21

22.
DX Brand / Reach – How it works
Exposed to ads – 95% Exposed to PSA – 5%
As the campaign
run, survey
… use to
measure
sentiment …
… and adjust RTB
© 2011 DataXu, Inc. Privileged & Confidential 22

23.
DX Brand: Builds Customer Intelligence
Know your
Customers
Identify
Opportunity
Compare
Segments
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