HELLO.Luke Kigel Director, Media & Connections - AmericasJohnson & Johnson

Convergence ofMarketing & Technology creates

TENSION & POSSIBILITY

Media Continuously

Evolves

The Media Industry

We are at a true inflection

point!

Source: MAGNA GLOBAL December 2015

DIGITAL HAS REACHED THE TIPPING POINT

2015 2016 2017 2018 2019 20200%

10%

20%

30%

40%

50%Global Revenue Share 2015-2020

WHY?

“PROGRAMMATIC”1 IS CONFUSING

Buying an audience

RemnantInventory

How it works is through robots &a bidding process

Using the tradingdesks to buy a

specific audienceEfficiently

Hyper Target

Auction based advertising

Target the demoin real time

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concept, Programmatic is simple

Right Audience

RightMessage

RightTime

So we can improve how we do this

IN CONCEPT, “PROGRAMMATIC” IS SIMPLE

“PROGRAMMATIC”enables this

Precisely Defined Customer Segments

More Personalized Communication

Real-time Execution, Insights & Measurement

+ +

“SIMPLICITYIS THE ULTIMATE

SOPHISTICATION.”– Leonardo da Vinci (and/or Steve Jobs)

“EVERYONE IS SOMEONE’S ASSISTANTMEDIA PLANNER.”

– My Old Boss

If you want support andbuy in to impact change…

MAKE IT SIMPLE.

“PROGRAMMATIC” 2 MACHINES OVER PEOPLEEMPHASIZES

“EVERYTHINGWILL BE PROGRAMMATIC

IN FIVE YEARS.”– Everyone

WHO’S GOING TO MAKE THAT HAPPEN?

And how will it be done?DIGITAL UNIVERSE

$160B

c

TRADITIONAL MEDIA UNIVERSE $345B

DIGITAL UNIVERSE$160B

We spend a lotof time trying

to move $ from traditional to

digital

Can we fullyapply digital principles to

traditional media?

Source: MAGNA GLOBAL December 2015

c

Technology will enable, but we (people)will apply it to drive change

“PROGRAMMATIC”3 IS DIVISIVE

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VS

“PROGRAMMATIC” PRINCIPLES CAN BE APPLIED TO FACEBOOK

segment context channeltrigger

PERSON INTERESTS MOMENT

1-to-1communications

MESSAGE

COMMUNICATION

SEGMENT

CONTEXT

TRIGGER

CHANNEL

CTA

FORMAT

Personalization at scale

PUBLISH

IT’S NOT ABOUT THE PIECESBUT HOW THEY WORK TOGETHER.

DATA GUY

DATA GUYEVERYONE ELSE

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THE “DATA GUY”IS YOU

(and me)

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1.SIMPLIFY IT

FOR “PROGRAMMATIC”TO BECOME PART OF OUR INDUSTRY DNA…

2. SHAPE THE

FUTURE

3.LEARN NEW

“LANGUAGES”

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THANK YOU.Luke Kigel Director, Media & Connections - AmericasJohnson & Johnson