1. Download This Report http://bit.ly/17nZBei Media Trial Program 2013 IPG Media Lab Proprietary & Confidential1

2. Media Trial Program 2013 IPG Media Lab Proprietary & Confidential 2 3. IPG Media Lab IPG Media Lab helps advertisers innovate and media and tech companies understand the effectiveness oftheir ad products We have state of the art facilities and a world-class team, with talent from a wide range of backgrounds:Universal McCann, Ogilvy Analytics, Marketing Sherpa, Converseon, Yahoo! Labs, DynamicLogic, Millward Brown 2013 IPG Media Lab Proprietary & Confidential 3 4. Just As Technology HasRevolutionized The Media Experience Source: MAGNA GLOBAL estimates based on syndicated and public sources 2013 IPG Media Lab Proprietary & Confidential 5. It Has Revolutionized How We Measure It Technological advancements have allowed for direct measurement of unfilteredconsumer response Why rely solely on survey and focus groups, when unfiltered consumer responsescan be collected? 2013 IPG Media Lab Proprietary & Confidential5 6. Next Generation MetricsAttentionWhere are consumers focusing their attention?How long are consumers fixating on key images? Excitement Do consumers show physical signs of excitement? At what point do these excitation moments take place?EmotionAre consumers enjoying what they see? 2013 IPG Media Lab Proprietary & Confidential6 7. Natural reactions are more predictive of future behaviorVS. 2013 IPG Media Lab Proprietary & Confidential 7 8. 170,000 Interviews Later Weve Learned A Thing Or Two 2013 IPG Media Lab Proprietary & Confidential 8 9. #1: Fast Forwarding Is The Least Of Our Problems 63% of TV ads are ignored by consumers who physically look away during commercials 37% of TV ads are avoided by changing the channel while multi-tasking Video ad avoidance is much higher on TV than Online Methodology: Recreated normal viewing choices;Respondents brought companion media; 30minutes in office/30 minutes in living room; Postsurvey on ad recall 2013 IPG Media Lab Proprietary & Confidential9 10. #2: Tablets: We Aint Seen Nothing YetMethodology:The fastest selling media machine in history is -Mock waiting room scenario revolutionizing the TV experience!-80 participants watch TV or listen to RadioOnce consumers start multi-tasking with tablet-Half multi-tasked with iPad devices, TV audience and ad recall starts eroding -Tracked channel changesAudiences become less committed to the story arc-Post survey on ad recall% of Ads Avoided by ChannelChangeChange in Ad Recall From Multi-Tasking To Non Multi-Tasking37%Unaided Ad Recall26% Aided Ad Recall-9% -25%Non Multi-Tasking Multi-Tasking 2013 IPG Media Lab Proprietary & Confidential 10 11. #3: Format Can Only Do So MuchMonetizing attention is the business problem of ourtime, and outdated banner ad formats areunderperforming. IAB needed to find a way to boostrevenue for the Internet advertising industry. Couldpremium ad formats be the way?Premium ads work well at driving upper and mid-funnel metrics like the time spent looking at and interacting with the adLower-funnel metrics must be driven by good creative and engaging story-telling Methodology: - Webcams used to track eye movements and facial expressions 2013 IPG Media Lab Proprietary & Confidential 11 12. #4: Clutter Kills! Despite different screen sizes, the strongest Ad space on an uncluttered webpage is worth a driver in ad recall was ad clutterpremium Unaided Recall Unaided Recall & Ad Clutter by Screen Average Value Indexed to Cluttered Page Indexed to Cluttered Page$286Unaided RecallPercent Ad Time43% $228Va l u e i n ( $ ) 38%35%27% $10027%12%8% 9%Single Ad onRoadblock Single, Larger AdConnected TV Mobile Linear TV PC Cluttered Pageon Clean Page Methodology: -147 participants in-lab to watch video contentMethodology: -Eye-tracking for attention - Online survey of 3,200; eye-tracking on 400 -Biometrics bracelets for excitement- Participants view cluttered or uncluttered webpage -Survey for ad recall - Post-exposure survey with brand metrics and site perceptions 2013 IPG Media Lab Proprietary & Confidential 12 13. #5: The Ultimate Digital Video AdIs User-InitiatedAuto-play video ads drive higher awareness but, click-to-playvideo ads drive nearly 4X higher positive emotional responseEMOTIONAL RESPONSE INDEX Appears On High Quality Websites VALENCE: DIFF OF POSITVE / NEGATIVE The quality of the site a video ad appears on is the primary driving force of brand perception, consumer intent, engagement and overall 240 satisfactionAppears Within A Large Video Player100Large video players drive higher levels of awareness and alsomitigate the negative effects of auto-play ads Large PlayerSmall Player 2013 IPG Media Lab Proprietary & Confidential 13 14. #6: Mobile Couponing Preserves Brand ValueCombination of Ad and Coupons Offer Increases TrustCouponsCoupons PageAd Only iPhone Offer Offer OnlyThis offer seems like a good deal45% 66% 51%iPhone WinsI trust this brand 61% 66% 61%iPhone WinsI would be interested in this offermyself 29% 38% 31%iPhone WinsI am not personally interested inthis offer, but would like to share itwith someone I know23% 26% 23%iPhone WinsThis ad provides useful information41% 60% 43%iPhone Wins 2013 IPG Media Lab Proprietary & Confidential 14 15. #7: The Power Of Real-TimeAds that incorporate up-to-the-minute information, such as stocks, current weather, or Twitter posts, can help drive ad interactions and bottom funnel metrics Interactions With Intent (%) Consumers In-Market For Product Non Real-Time Real-Time Ad Non Real-Time AdsReal-Time Ads 68%69%27% 60% 24% 58%12%12%Total AudienceIn-Market Audience Brand Favorability Purchse Intent 2013 IPG Media Lab Proprietary & Confidential15