Representation for designing a framework to optimize a regional paid media campaign via A|B Testing headlines and creative.

1. Houston
A|B Testing Paid Media Framework
November 2018
All of Us, the All of Us logo, and “The Future of Health Begins with You”
are service marks of the U.S. Department of Health and Human Services.

2. Regional Media Support
Houston A/B Testing Planning Specifics
2
Parameters | Channels | Insights | Process Flow | Creative | Timelines

3. 3
Launch Date:
Allocated Budget:
Flight Duration:
Oversight:
Contact:
Regional Media Campaign Parameters
Nov. 20, 2018
$500,000
15 weeks
thru Feb 28, 2019
Wondros
Trung Nguyen
(trung@wondros.com)
Start
Nov 20
End
Feb 28
Insights
Shared
Start Stage 1 Stage 2 Stage 3 End
Nov 20 Feb 28
Dec 20 Jan 20
(Stages are tentative and remain flexible based on execution stages and dynamics.)

4. Regional Media Campaign Channels
4
All channels will work in collaboration and are a part of the digital advertising ecosystem.
The media channel placement mix to be implemented in the Houston market includes:
The media plan will place emphasis on programmatic display. Over our benchmark period since Program
Launch, Programmatic Display has become our top-performing digital advertising channel and offers the
most efficient Cost per Acquisition.
However, budget allocations will remain flexible and will be adjusted and aligned over the A/B testing
period based on real-time channel and creative performance and via optimization best practices.
(YouTube, Native Ads and Telemundo campaign activation will coincide with the reactivation of tracking
pixels when they become available.)
What is the Channel Placement mix to be used in the Houston market?
Channel
Launch
Date
CPM Impressions
Impressions per
Person (Reach)
UBR Total
Impressions
UBR Weekly
Impressions
Display Banners Nov 20 $2.25 104M 18 33 2.2
Facebook + Instagram Nov 26 $10.00 10M 2 3 0.2
Local On-Air Radio Nov 19 $13.00 6M 1 2 0.13
YouTube TBD $0.05 0.6M 0.1 0.2 0.01
Native Ads TBD $15.00 1.3M 0.2 0.4 0.02
Telemundo TBD $28.18 0.9M 0.2 0.3 0.02
$3.72 122.8M 18 33 2.2

5. 5
Regional Media A/B Testing (insights design)
How will we gather insights? How will we analyze the performance data?
Channel
Placement
Display
Facebook +
Instagram
On-Air Radio
YouTube
Native Ads
Telemundo
Audience
Targeting
Hispanic-Latino
African-American
Asian-American
LGBTQI
Elderly 65+
Contextual
Altruism + Medical
Creative
Theme
Altruistic
Be Heard
Breakthrough
Personalized
Medicine
Generational
Health
Speed
Headline +
Language
Headline 1
Headline 2
Headline 3
Headline 4
Headline 5
Headlines (6-21)
Dimension +
Video Specs
Display
Banner Ad
Dimensions
Pre-Roll
Video Length
Device
Impression
Desktop
Mobile
Tablet

6. Stage
Analysis
Stage
Analysis
Stage
Analysis
Learnings
&
Insights
Disseminated
Analysis
&
Aggregation
of
Partners
Performance
6
Regional Media A/B Testing (process flow)
How will A/B testing be structured, conducted and managed?
vs.
vs.
vs.
Nov/Dec
(Stage 1)
Jan
(Stage 2)
Feb
(Stage 3)
Channel
+
Targeting
Channel
+
Targeting
Channel
+
Targeting
Reach
+
Impressions
Delivered
Channel Review & Optimization
Channel Review & Optimization
Measurement and analysis will efficiently report on best-performing ad placements.

7. 7
Regional Media A/B Testing (themes & headlines)
What headline themes aligned with headlines will we be A/B testing?
BE HEARD THEME HEADLINES
1 Introducing the next breakthrough in medicine. You.
2 Introducing the next breakthrough in health. You.
3 Every body tells a story…what’s yours?
4 There’s a gap in medical research that only you can fill.
5 There’s Power in All of Us
GENERATIONAL THEME HEADLINES
6 He has his mom’s eyes and his grandpa’s diabetes.
7 She has her mother’s curls and her grandma’s sickle cell anemia.
8 Every man in my family has had diabetes. I want to be the last.
9 Every woman in my family has had breast cancer. I want to be the last.
10 You brought them into this world. Now help make it a healthier one.
HEALTH THEME HEADLINES
11 Can you curl your tongue?
12 Are you left-handed?
13 Does cilantro taste like soap?

8. ALTRUISTIC THEME HEADLINES
14 It Starts with YOU. It Ends with All of Us.
15 It Starts with You. It gets better with All of Us.
SPEED THEME HEADLINES
16 Accelerated medical research…fueled by you.
PERSONALIZED MEDICINE THEME HEADLINES
17 Medical research hasn’t always seen you. We’re changing that.
BREAKTHROUGH THEME HEADLINES
18 Be one in a million to help speed up health breakthroughs.
19 We invite you to be one in a million to help speed up medical breakthroughs.
20 We want you to be one in a million to help speed up medical breakthroughs.
21 The most diverse medical research program. Ever.
Regional Media A/B Testing (themes & headlines)
What headline themes aligned with headlines will we be A/B testing?

9. 9
Regional Media A/B Testing (composition & visuals)
What do the ad compositions and creative look like for A/B testing?
Altruistic Be Heard Breakthrough Generational Health Speed
160x600 dimension representations

10. 10
Regional MediaA/B TestingApplied Targeting
How will targeting aligned to creative be applied to the Houston market?
Audience Targeting
Display Ads
x Headline Themes
Ad Creative
Visual Component
Language Language 2
Hispanic-Latino
Be Heard
(programmatic - all (5) theme headlines)
(facebook - (2) theme headlines)
Carlos
English
Spanish Language
Test TBD
Asian-American
Be Heard
(programmatic - all (5) theme headlines)
(facebook - (2) theme headlines)
Chien
African-American
Be Heard
(programmatic - all (5) theme headlines)
(facebook - (2) theme headlines)
Joyce
Older Adults 65+
Be Heard
(programmatic - all (5) theme headlines)
(facebook - (2) theme headlines)
Chuck
LGBTQI
Be Heard
(programmatic - all (5) theme headlines)
(facebook - (2) theme headlines)
Patricia
Contextual
Altruism
(all (2) theme headlines)
Elena
65+, parents, grandparents
Generational
(programmatic - all (5) theme headlines)
(facebook - (2) theme headlines)
Hannah
Contextual
Health
(programmatic - all theme (3) headlines)
(facebook – (2) theme headlines)
Health Images
Contextual
Breakthroughs
(programmatic - all theme (4) headlines)
(facebook – (2) theme headlines)
Kari (Desk)
Contextual
Speed / Personalized
(all (2) theme headlines)
Rachel

11. 11
Regional MediaA/B Testing Stage Timeline (programmatic)
What timeline process flow will be applied to the A/B testing & targeting?
Ads x Dimensions Theme & Targeting
Headlines to
be Tested
- - - - - - - - - - S t a g e P h a s e C y c l e - - - - - - - - - -
All (10)
Dimensions
300x250
728x90
320x50
160x600
300x50
320x100
180x150
468x60
300x600
300x250
to Be Tested
Against Each
Target Audience
Be Heard
Hispanic-Latino
5
Stage 1
Headline 1 vs Headline 2
Stage 1 Best Performer
vs Headline 3
Stage 2 Best Performer
vs Headline 4
Stage 3 Best Performer
vs Headline 5
Be Heard
Asian-American
5
Stage 1
Headline 1 vs Headline 2
Stage 1 Best Performer
vs Headline 3
Stage 2 Best Performer
vs Headline 4
Stage 3 Best Performer
vs Headline 5
Be Heard
African-American
5
Stage 1
Headline 1 vs Headline 2
Stage 1 Best Performer
vs Headline 3
Stage 2 Best Performer
vs Headline 4
Stage 3 Best Performer
vs Headline 5
Be Heard
Older Adults 65+
5
Stage 1
Headline 1 vs Headline 2
Stage 1 Best Performer
vs Headline 3
Stage 2 Best Performer
vs Headline 4
Stage 3 Best Performer
vs Headline 5
Be Heard
LGBTQI
5
Stage 1
Headline 1 vs Headline 2
Stage 1 Best Performer
vs Headline 3
Stage 2 Best Performer
vs Headline 4
Stage 3 Best Performer
vs Headline 5
Altruism
Contextual
2
Stage 1
Headline 1 vs Headline 2
Generational
65+, parents,
grandparents
5
Stage 1
Headline 1 vs Headline 2
Stage 1 Best Performer
vs Headline 3
Stage 2 Best Performer
vs Headline 4
Stage 3 Best Performer
vs Headline 5
Health
Contextual
3
Stage 1
Headline 1 vs Headline 2
Stage 1 Best Performer
vs Headline 3
Breakthroughs
Contextual
4
Stage 1
Headline 1 vs Headline 2
Stage 1 Best Performer
vs Headline 3
Stage 2 Best Performer
vs Headline 4
Speed / Personalized
Contextual
2
Stage 1
Headline 1 vs Headline 2
Timeline for each Stage Phase Cycle will vary depending on number of headlines to be tested within each themed headline category.

12. 12
Regional Media A/B Testing Stage Timeline (FB + Instagram)
What process flow timeline will be applied to the A/B testing & targeting?
Ads x Dimensions Theme & Targeting
Headlines to
be Tested
Stage Test Cycle H e a d l i n e s f o r T e s t i n g
Facebook + Instagram
1200x628
Be Heard
Hispanic-Latino
2
Stage 1
Headline 1 vs Headline 2
H1: Introducing the next breakthrough in medicine. You.
H2: Every body tells a story…what’s yours?
Be Heard
Asian-American
2
Stage 1
Headline 1 vs Headline 2
H1: Introducing the next breakthrough in medicine. You.
H2: Every body tells a story…what’s yours?
Be Heard
African-American
2
Stage 1
Headline 1 vs Headline 2
H1: Introducing the next breakthrough in medicine. You.
H2: Every body tells a story…what’s yours?
Be Heard
Older Adults 65+
2
Stage 1
Headline 1 vs Headline 2
H1: Introducing the next breakthrough in medicine. You.
H2: Every body tells a story…what’s yours?
Be Heard
LGBTQI
2
Stage 1
Headline 1 vs Headline 2
H1: Introducing the next breakthrough in medicine. You.
H2: Every body tells a story…what’s yours?
Altruism
Contextual
2
Stage 1
Headline 1 vs Headline 2
H1: It Starts with You. It Ends with All of Us.
H2: It Starts with You. It gets better with All of Us.
Generational
65+, parents,
grandparents
2
Stage 1
Headline 1 vs Headline 2
H1: She has his mom’s eyes and his grandpa’s heart disease.
H2: Every women in my family has had asthma. I want to be the last.
Health
Contextual
2
Stage 1
Headline 1 vs Headline 2
H1 Can you curl your tongue?
H2: Does cilantro taste like soap?
Breakthroughs
Contextual
2
Stage 1
Headline 1 vs Headline 2
H1: We invite you to be one in a million to help speed up medical breakthroughs.
H2: We want you to be one in a million to help speed up medical breakthroughs.
Speed / Personalized
Contextual
2
Stage 1
Headline 1 vs Headline 2
H1 - (speed): Accelerated medical; research…fueled by you.
H2 - (personalized): Medical research hasn’t always seen you. We’re changing that.
Timeline for Facebook Stage begins on Nov 26 and will continue throughout test period with option for added imagery tests over the testing period.

13. Thank you.
Contact:
Daniel McKean (daniel@wondros.com)
Wondros Strategy & Analytics
m 949.338.4762