Verizon Media focuses on enhancing customer experience through native advertising by integrating seamless ad formats across various platforms, which includes extensive partnerships and a robust ecosystem. The document discusses the performance and engagement metrics of native ads, highlighting their effectiveness in driving conversions and improving the shopping experience for users. It emphasizes the need for digital advertising to evolve, with native ads being perceived as less intrusive and more engaging by the audience.

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Transforming the
customer experience
Giuseppe La Rocca
Director, Native AdvertisingSales
Verizon Media

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W
Why is Verizon Here?
2

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W
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4. Verizon confidentialand proprietary. Unauthorizeddisclosure, reproduction or otheruse prohibited.
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Search
4
Stream

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Search
5
Native

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2017
Verizon
Acquires
Yahoo
2019

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60B
monthlyimpressions across Verizon
Media O&Oproperties & our publisher
partners
1000+
Nativepublisher partnerships
87%
Verizon mediareaches 87%of US
mobile users
O&OPublisher
Ecosystem

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Creating a native ecosystem of
premium, trusted publishers in
addition to O&O

9. Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 9
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
The complete picture
200Bdaily cross-screen
data signals
Verizon Media synthesizes more diverse and
deeper datasetsthananyone else to give you
the complete pictureof your most relevant
audience.
Mobile
Search
Social
Content
Commerce
Email
Location
Carrier
Source:VerizonMedia,InternalMetrics, 2018

10. Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.
Owned Data & Properties in Action
10
9:41 9:41
9:41
User ecosystem journey
Native in Context

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11
Verizon Media native ads are in-stream image and
video ads that seamlessly integrate into Verizon
Media’s quality O&O and premium publisher partners
-- from search, social and mail to websites and apps.

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Native is a value-
exchange
with the customerNative Needs A Purpose

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Digital
advertising
needs to evolve
87%people find digital
advertisingintrusive

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Nativeis a
Value-Exchange
with the
Customer
14

15. INTENT
Consumer
experiences
designed for
action
through the
lifecycle
1515
Awareness:
Moments |
Portrait video
Retargeting:
Dynamic Ads |
App re-engagement
Conversion:
Touchpoints |
Mobile Wallet
Acquisition:
Prospecting
60B nativeimpressions
served every month

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Converting Native to Personalized Offerings
to users

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Dynamic Product Ads
9X
Higher conversion
vs. Native banners
Results
74%
of people find
the ad useful
62%
of people said this ad
improved the
shoppingexperience

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MobileWeb In-App Desktop
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One feed enables several native ad formats
18

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Capture deal seekers
Consumerresponse
63%
were more likely
to make a
purchase
70%
found thead to
be useful
57%
improved the
shopping
experience
40%lift ROAS10
Mobile Shopping and Mobile Commerce Native Ad
Features Study Conducted in Partnership with Maru,
August 2018
Verizon Media, Campaign Metrics
Bridgethe online to offline gapusing mobile coupons with
timeandlocation pushnotificationsto smartphonewallets
40%
Increase in
ROASfor a
nationalretailer

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5X
more average
engagement
Eliminate steps toconversion
Premiumsolutions thatallow for productexplorationand
playable experiences directlywithinthe ad
11. Oath Holiday Study 2018
12. Brand Love Report, April 2017 (News, Sports, Finance,
Sports = top verticals Oath is focused on for content
2-4X
app conversion,
industry-wide
for playable ads
130%
Higher ROAS
than benchmarks
for Purple

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Pottery Barn: Engaging home
décor enthusiasts withAR
Casestudy
Felix Carbullido,
CMO, Williams-Sonoma, Inc.
“
—
Wewerethrilledtosee
consumersspendover
2+minutesinthead,
higherthanany
engagementtimefor
averagerichmediaads.
Itfarsurpassedour
expectations.”
Goal
Expand search
and native
advertising
efforts to drive
conversions
among new and
existing
customers.
Solution
Engage qualified
audiences at scale
using Yahoo
Gemini to deliver
search ads on
native supply.
Results
• 2.4minutes
averagetime
spent
• Consumers
described the
experienceas
“unique,”
“fascinating,”“fun,”
“clever,”and
“intuitive” 2
2.4 minengagement time

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Customer
Experience
Startswith the
1st Impression
22

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Thank you.
23

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Appendix
24

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Unifiedmarketplacefor searchand
native ads
Simplified ad buyingand management
through one interface
first-party searchand audiencedata
drive betterperformance
Our native evolution
2014 2015
Added
native video
New
retargeting
options

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Scale supercharged
26
June 2017
nearly 900MMAUs

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Comms:Homepage/Mail
is frequented throughout the
day for constant updates
Sports /Entertainment
consumption increases
in the evening
Finance
peaks at noon as
consumers checkthe market
News
Morning
activity begins
with news.
Volatility in
News indicates
consumption is
based on when
key events
occur.
4:00 am 8:00 am 12:00pm 4:00 pm 8:00 pm
Intentevolved
27
Sources: Verizon Media, internal data, October
2019
Verizon confidentialand proprietary. Unauthorizeddisclosure, reproduction or otheruse prohibited.