Canada Media

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Agenda•2012/13 Canadian Test Campaign (November-January)

—Demographic Info—Recommended media options—Sample TV programming—Magazine—Outdoor—Digital—Media Plan development process/ considerations

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Campaign Overview

Schedule:

November 19, 2012 – January 30, 2013

Target Audience:

Male/Female 14-35

Core Audience 18-24

Medium:

:30 second Television Ads

Full page magazine

Outdoor

DigitalDicomm Media

Canadian Population Distribution

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Population by Ethnic Origin

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British Isles origins

French origins

European origins

Arab origins

West Asian origins

South Asian origins

East and Southeast Asian origins

African origins

Pacific Islands origins

Latin, Central and South American origins

Caribbean origins

Aboriginal origins

Canadian origins

Other origins

Multiple origins

British Isles Only

British Isles and French

British Isles and Canadian

British Isles and other

British Isles, Canadian and other

French Only

French and Canadian

French and other

French, Canadian and other

Canadian and other

British Isles, French and Canadian

British Isles, French and other

British Isles, French, Canadian and other

Other Multiple Origins

Source: Stats Canada

Ethnic Diversity in Toronto

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Ethnic Populations in the Greater Toronto Area

Chinese

South Asian

Black

Filipino

Latin American

Southeast Asian

Arab

West Asian

Korean

Japanese

Visible Minority

Not Visible Minority

Source: Stats Canada

Media Allocation

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TVMagazineDigitalOutdoor

Advantages of TV Advertising in Canada

Television has the highest daily and weekly reach of any medium in Canada

Television is well suited to marketing products and developing brands with broad appeal

Canadian Television is cost efficient

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TV

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Audience

TorontoVancouverCalgaryNational

TV Advertising – Key Strengths

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Advertisers can generate a level of trust, emotion and excitement and create a long lasting and

memorable brand and corporate image.

The average Canadian Adult Aged 18+ spends 29 hours per week watching television and watches over

25,000 TV commercials annually

According to 2011 Angus Reid Strategies survey, television continues to be Canadians' most influential form of advertising.

Source: TVB Canada

Canadian TV Statistics

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• Toronto ranks 5th, Montreal 13th, and Vancouver 23rd in

the North American TV Market Ranking

• There are 13,471,000 households in Canada with 99% having a TV

• There are approximately 310 TV stations on Canadian TV

• 44.1% of adults aged 18+ said they were most receptive to

advertisements when the were watching TV

Source: TVB Canada

The Planning Process

The following steps are taken:

Target Audience Analysis Media Usage Understanding

Media Objectives Media Strategies and Tactics

Media Selection Communication Goals

Media Pricing (estimates) and Market Conditions Approval and securing plan

Timeline and Trafficking of materials

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Buying Strategies

Television

• Select TV dayparts with strongest reach potential balanced with efficiency

• Network affiliates still provides greater reach

• Select cable networks considered • Synergistic programming

• Schedule activity to reflect response action• Consider retail/ shopping patterns (Wed – Sat)

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Buying Strategies Cont’d

• Purchase Fixed inventory• Higher Rated• Proven higher response• GRPs and clearance guaranteed• Ability to negotiate value-added

• Include portion of DR activity• Lower out-of-pocket rates• Considered remnant inventory, immediately pre-emptible• May not clear – especially during last two weeks of any month, in 4th Qtr and heavy political

seasons

• Program Selection• Balance of high ratings and cost value• Synergistic with message, support brands values• Strive for at least 20-25 spots/wk

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Time Table

Consider immediate to begin on November 19, 2012 – January 30, 2013

Media Planning Process = 4 weeks

Recommended buy time:National = 2 weeks priorLocal TV, digital = 2-3 weeks priorOutdoor = 3 weeks priorMagazine = Remnant Only

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TV Networks

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MTV Canada

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MTV Canada

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MTV Canada

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MTV Canada

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Much Music

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Much Music

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Much Music

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Much Music

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English Shows

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English Shows

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English Shows

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English Shows

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Campaign Summary

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Total Investment: $106,866

Total Audience 4,178,200

Total Spots 375 plus bonusing

Additional Plan Considerations

Target audience analysis based on product purchaseEfficient daypart AllocationKey Program selection

Consider sponsorships/promotions

Key purchasing cycle/ seasonality

Advertising weight levelsDetermine best reach and frequency

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Audience

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Projected Total Audience Reached 4,178,200

Toronto/GTA 1,911,000Speciality (Much Music, MTV) 1,314,600 Montréal Eng. 539,000Calgary 396,300Vancouver 385,300Other National 171,000

Magazines

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Magazines

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Magazines

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Other Print

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Magazine Buy Strategy

Buy on remnant discounted inventory

Standby opportunities December, January, February, March 2013 issues

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Outdoor Media

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Outdoor Media

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Outdoor Media

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Montreal Blvd St Catherines Bus Wrap Loop

Outdoor Media

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Short term….NOV - FEBRUARY

Horizontal and Transit Shelter Posters Bought on remnant

Standby availability in Toronto, Vancouver, Calgary

$30,000 BUYS APPROX 50 UNITS AT 60% DISCOUNT

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• Founded in New York in 1995 Established in Canada 2001

• Experienced team of Media Professionals

• Deliver expert guidance and optimize advertising expenditures in the US & Canadian market

Naaz JiwaOver 20 years dedicated media planning and buying

experience across all media forms at large Canadian full service agencies and buying services

Recent positions include Group Trading Director, Mediaedge CIA Source

Previous clients include Yorkdale Mall, Home Depot, Clorox, Warner Brothers, Johnson & Johnson, Bell Canada, Young Drivers of Canada

Leading Expert on Ethnic Media in Canada

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Naaz Jiwa, Dicomm

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Boohoo.com

Digital Options Canada

BEHAVIOURAL SEGMENTSOnline Retailer

4949

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5050

Conversion Case Study

Provincial Travel Campaign

Phase 1: generate conversions. eyeDemand utilized BT to reach relevant users.

Phase 2: achieve a low CPC. eyeDemand targeted lower cost inventory & removed BT.

Phase 3: generate conversions. Revert to initial targeting to maintain high conversion rates. Key Learning: Focusing on low cost clicks does not correlate to driving cost effective conversions!

2XConversions with behaviouraltargeting In conversions

with eCPC focus

50%

3XConversions when reverted to behaviouraltargeting

Travel and Tourism Case Study

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Examples

OPTIMIZATION & Reporting

REPORTING:Upon completion, you will receive a final post-report including:

Impressions, Clicks, CTR, Interactions, Time spent eCPM & eCPC Top Performing Bsegs Most and Least Efficient Audience Best Potential Audience Optimization History Key Learnings Future Recommendations Custom reports available upon request

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eyeDemand Analysts will review your campaign metrics on a daily basis and optimize based on your specific key performance indicators.

OPTIMIZATION:Campaigns are optimized based on a number of key metrics:

Remove underperforming Bsegs Add well performing Correlated Bsegs Creative Message Ad Format Frequency Day of the Week Time of Day Geographical Location

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DOMAINS SERVING eyeDemand ADSeyeDemand™ Site List

eyeDemand uses the Google and AppNexus Ad Exchanges which gives us access to over 50,000 different publishers. Below is a sample list of some of the English properties your campaign may appear on.

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Pre & Post Campaign Analysis

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Canadian Boohoo.com Consumer Survey:

• Pre & Post Campaign Survey

• Estimated sample size = 500

• Measuring age, gender, Boohoo.com Brand Recognition vs other e-tailors

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DICOMM MEDIA

Print Media Digital SponsorshipsOut-of-Home Broadcast Research

Thank you!