We often think we know who our competitors are. But do you really? Have you ever been surprised by a particular advertiser bidding on your same terms? Without the inclusion of machine learning, it’s impossible for a human alone to comprehend, analyze and quantify competition in a blind billion-dollar auction.

1. Revolutionizing Search
Intelligence with AI
PREPARED BY
Ashley Fletcher - VP Marketing
ashley.fletcher@adthena.com
San Jose, 14 Mar 2018

2. The Largest Digital Channel, yet the most Opaque….
1 Exabyte
Of unstructured
data daily
48%
Of overall
digital spend
$150bn
Global Search
spend by
2020
*eMarketer Worldwide Ad Spend, October 2016
** IAB 2016 Revenue Report, April 26, 2016
*** 3bn searches X 300KB daily
*eMarketer Worldwide Ad Spend, October 2016
** IAB 2016 Revenue Report, April 26, 2016
*** 3bn searches X 300KB daily

3. OUR VISION
“Revolutionize search
marketing through unrivaled
competitive clarity”
3

4. WHAT YOU THINK YOU KNOW
ABOUT YOUR COMPETITION
REALITY.

5. The Year Ahead….Challenges for Search Marketers
Data & Privacy
Best Practice
Dominate &
Disrupt
Keeping up
the Pace

6. WHY
ADTHENA?

7. It’s a hard
job making
it all fit
together.

8. The SEM Tool Kit is
vast…..
The need to drive
VALUE quickly.

9. The Search Marketers Solution Stack
Google
Products
AdWords
Features
Intelligence
Tools
Bid Management
Solutions
- Keyword Planner
- Auction Insights
Reporting
Tools
> <

10. Competitive Intelligence Solutions
​Keyword Driven ​Directory Driven ​Panel Driven Google Solutions
Auction Insights
Keyword Planner

11. Revolutionary, Patented Whole Market View™

12. ​Machine-learned
Whole Market
View
​Data
Segmentation
​Built for Client
Value & Outcomes
Money back
Guarantee
World Class
​Customer Success
Only Adthena offers...
Award Winning Technology….
What Makes Us Different

13. Adthena Solutions
Ad Copy
Analysis
Unrivalled, observed data
analysis of key drivers
from Ad Copy across
your competitive
landscape, segmented by
device, geo and ad type.
Brand
Protection
Stop soaring CPA’s
and competitive
leakage by protecting
your brand 24/7 with
Adthena, to maximise
ROAS.
Partner
Management
Delivering effective
management of partner
networks across affiliates,
resellers, dealerships,
agencies and franchises.
Gap
Analysis
Aligned to your most
relevant competition and
underpinned by our
unique approach to
Market collection. Quickly
discover insights to shift
focus.
Retail
Insights
For Brands & Retailers
selling through Search
looking to map the
competitive landscape,
benchmark, competitor
profiling and price
analysis.
Adthena Core: Delivering unrivaled competitive clarity, built daily to your relevant Whole Market View.
- National / State WMV - Market Share - Market Trends - Auto Categorization: Brand, Brand Generics, Generics - Reports & Filters - Device Segmentation - Success Plan - API

14. INDUSTRY
INSIGHTS

15. XXXXXRETAIL: Shopping Landscape Dynamics Across All Devices
15
Adthena Report: Market Trends - PLA
Date Range: 12/21/2017-01/06/2018
Revolve, JCPenney, Neiman
Marcus & Macy’s
JJsHouse, bebe, ROMWE &
Talbot’s
DESKTOP MOBILE

16. XXXXXRETAIL: Best Buy spending on ‘Lone Rangers’
16
$100K
Cost Savings a
week
24
Search Terms

17. XXXXXRETAIL: Google Shopping Heats up for Best Buy v. Walmart
17
Google Shopping Mobile - Share of Clicks - Nintendo
Walmart sees an approximately 200% growth in
clickshare Dec 27 through Jan 9

18. XXXXXFINANCE: Battle of the Brands
18
Battle of the
HyphenUSPS making
a move on
Paypal

19. XXXXXRETAIL: Michael Kors v. Macy’s v. Kohls v. Aliexpress
19
100 terms that Michael Kors doesn’t
appear on v/ Macy’s and Kohl's
DESKTOP MOBILE
Different types of
competitors

20. AUTOMOTIVE: Search Term Analysis for Kia.com
Category
Desktop Mobile
% Clicks % Spend % Clicks % Spend
Automatic 0.30% 0.55% 0.29% 0.62%
Coupe/Sports/Convertible 0.12% 0.22% 0.08% 0.12%
Crossover 0.23% 0.53% 0.22% 0.48%
Diesel 0.03% 0.04% 0.02% 0.02%
Estate 0.51% 0.80% 0.40% 0.81%
Family 0.91% 2.24% 0.83% 1.94%
Hatchback 0.21% 0.43% 0.21% 0.42%
Hybrid 3.62% 6.12% 4.07% 7.23%
MPV 2.02% 3.05% 2.10% 3.41%
Online 0.00% 0.00% 0.00% 0.00%
Small 2.58% 5.47% 2.10% 4.95%
SUV 4.10% 8.54% 4.29% 9.40%
Device: Desktop + Mobile
Time Period: N/A
Group(s): Category Groups
View: Whole Market
Output: Clicks/Spend
Insight
Kia.com focused on ‘SUV’ terms
with high spend proportion as
well as ‘Hybrid’ terms across
Desktop and Mobile.
They also had higher % of their
spend on ‘Family’ car terms
compared to other competitors.
Kia.com did not target ‘Diesel’,
‘Online’ or
‘Coupe/Sports/Convertible’
terms.

21. SUCCESS
STORIES

22. Success Stories: GLOBAL BANK
Challenge: GLOBAL BANK was blind to significant missed revenues

23. Success Stories: GLOBAL BANK
GLOBAL BANK
Bank 2
Bank 3

24. Success Stories: GLOBAL BANK
“With Adthena, the learning is continuous and
we keep on advancing our strategy based on
the insight it brings.”

25. Success Stories: GLOBAL BANK
43%
Increase in search
revenue
“With Adthena, the learning is
continuous and we keep on advancing
our strategy based on the insight it
brings.”
Head of Digital Acquisition UK
GLOBAL BANK

26. Success Stories:
Challenge: Mazda was its own biggest competitor

27. Success Stories: Mazda

28. Success Stories: Mazda

29. Success Stories: Mazda
“Since launching Adthena has seen
about a third of our money being spent
more effectively to bring qualified leads
into our dealer network.”
31%
Improved efficiency In
digital spend

30. LATEST ADTHENA REPORTS

31. YOUR TAKEAWAY FROM THIS SESSION…..

32. Thank you
Ashley Fletcher
VP - Marketing
Ashley.Fletcher@adthena.com
@Adthena