Jon Myers, VP & Managing Director – EMEA

Benchmark Conference, June 2015

Unifying Search with Performance Media

@JonDMyers

Marin At A Glance: 2014

2

Leading Ad Cloud enabling audiences across search, display and social

Note: Annualized spend as of December 31, 2014, based on last month of the year. Gross profit margin is Non-GAAP

$7.2 BillionAd Spend Managed

Worldwide66% US vs 34% Int’lRevenue Split

29% Growth$99.4 Million in Revenue YoY

The only true multi-channel platform &

Audience Marketing Suite

#1 Ad Cloud Global leader in search, only independent vendor to combine search, display and social through synchronous audiences

36% of Fortune 100 use Marin

@JonDMyers

The Silo Digital Cliché

Marketers Have Talked a lot about it over the years!....Love them or Hate them??!!!

Integration between digital marketing discipline still has a way to go:

How do we remove people based silos in digital channels? Can audience data be the glue which ties together our digital channels with a focus on the

consumer?

Digital Marketing Manager CensorMarin Software commissioned independent market research company Censuswide to survey 200 digital marketing managers in October and November 2014. The respondents all work in companies with an annual turnover of at least £20 million.

@JonDMyers

The marketing and IT partnership is growing

How can we work with IT to better surface data from legacy

technologies, which will fuel better online advertising optimisation?

Over half (54%) of respondents say they are already working

closely with their IT department, and one in five (19%) are planning

to do so in future.

@JonDMyers

Increasing Complexity in the Advertising Market

Anytime, Anywhere Access All Brands, Publishers & Channels

Personalization

Limited Access Mass MarketTop Brands & Agencies

THEN

NOW

@JonDMyers

Search and Social Have Become Go-To Channels

Rapid and Continuous Growth

Sources: RBC Capital Markets and Advertising Age, “Facebook, Inc.” September 12, 2013, and http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/and http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm ,

Consumer Usage is Omnipresent

Marketers Are Embracing

50% of Total Media Budgets

50% of Marketers Will Increase

5.7 Billion Google Searches / Day

1.35 Billion Monthly Facebook Users

Google / Facebook = #1 / #2 for ROI

75% See as Critical for Cross-Channel

@JonDMyers

The Buyer’s Journey is Highly Fragmented

47% of revenue comes from purchases made in more than one day (Google) 65% of revenue comes from purchases made in more than one step (Google) Search engines and social networks are the top two sources used to research and

inspire purchase decisions (eMarketer)

Sources: Brand Perfect, “Adventures in Retail”

@JonDMyers

Looking at Search and Social Separately Doesn’t Tell the Full Story

Social is more likely to “assist” sales made in other channels For every Social click resulting in a purchase, there are two clicks assisting another

converting channel

Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

@JonDMyers

Social Advertising Drives Better Search Performance

44% of Marketers Have Seen Search Performance Improve

Following launch of a Social campaign

Brands Experience a 50% Increase in Search CTRWhen their target audience is also exposed to Social ad

Brands Experience a 11% Lift in Brand SearchesIf they’re also running FB ads

Consumers Are 2.8x More Likely to Search for Your BrandIf they’ve been exposed your Social ad

@JonDMyers

Customers Who Touch Both Channels Are More Valuable

Search Touches + Social Touches = Better Performance

• 2X higher conversion rate, 2X higher revenue / click than Search only• 4.5X higher conversion rate, 4X higher revenue / click than Social only

Focus on Acquiring Customers Across Channels• Focusing on a single channel ignores the customers’ path to conversion • Focusing on a single channel limits the potential results you can achieve

Google / Bing Click+ Facebook Click

Facebook Click Only

Google /BingClick Only

3.56% CR$3.16 RPC

1.88% CR$1.56 RPC

.76% CR$.77 RPC

Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report

@JonDMyers

Female, age 25-35 who haspurchased shoes in the past

Focus on the Customer, Not the Channel

Target CustomerCustomer Intention

?? “buy black running shoes”

Social Advertising

• Audience targeting capabilities

• Reach a specific audience based on demo, behavior, or customer characteristics

• Use to Push advertising message to customers

Search Advertising

• Intention targeting capabilities

• Reach customers based on their buying intentions at a specific moment in time

• Use to Pull customers into your advertising message

Female, age 25-35 who has purchased shoes in the past

@JonDMyers

Search, Social and Display65% of online revenue comes from purchases with touch points across multiple channels1

Source: Magna Global, December 2014; Magna Global, Programmatic Forecasts, September 2014; Display includes banners, video, display1. Google Analytics Q4 2012, The Customer Journey to Online Purchase report

SEARCH is the largest digital ad segment.

SOCIAL 15% of the digital ad

segment with high growth.

DISPLAY programmatic is the fastest growing display segment.

MOBILE 47% of digital ad spend expected to be on mobile ad formats by 2019.

@JonDMyers

Use the Strengths of Each Channel to Reach the Right Customer at the

Right Time

Powering Cross-Channel Revenue Acquisition

Create & Convert Your Most Valuable Audience Segments across Channels

DATA SOURCES PLATFORMS

Google Gemini Bing Yahoo! JapanBaidu Yandex

DoubleClickPubMaticRubiconOpen XBrightroll

Yahoo AXMicrosoft AXAppNexusMoPubNexage

FacebookLinkedInTwitter

Search

Display

Social

@JonDMyers

Capture, build and activate Custom and Tailored Audiences based on search intent, website behavior, and demographic traits from third-party data sources

CaptureBuild

Engage Activate

Target Audience

Cross Channel Audience Activation

@JonDMyers

Audience Segmentation, Optimisation and Reporting

STEP 1: COLLECT DATA

STEP 2: ANALYSE INTENT SIGNALS

Audience Value Map

STEP 3: BUILD AUDIENCES

STEP 4: CAMPAIGN MANAGEMENT, REPORTING & OPTIMISATION

Out

of

the B

ox

Cust

om

Social

CRM

Behavioral

Search Intent

Revenue

Lower Intent,Lower Value

Higher Intent,Higher Value

High Intent, High Value

High-value Prospects

Private AudienceNetworks

@JonDMyers

Audiences are built using a combination of different intent signals

High Intent Medium Intent Lower Intent

+ Clicked on branded PPC ad+ Interested in high-value product+ Added product to shopping cart+ Belongs to high-value demographic+ Recently signed up for promo emails

+ Clicked on mid-value PPC ad+ Viewed fashion category pages+ Viewed fashion product page+ CRM lookalike audience from FB+ non recent past shoppers

+ Unbranded PPC ad click+ Viewed home page, left w/o purchase+ New CRM subscriber+ Recent in-market data+ CRM lookalike audience

@JonDMyers

Campaign and Creative Consistency

Creative

Messaging

Contents

• Big, bold product images• Brand and Product mentions

• Top products• New offerings

• Strong CTAs

• Dynamic creative

• Time limited offers• Price breaks

• Strong CTAs• Pricing information

• Unbranded, high volume terms

• Generic Terms• Product Info

• Softer CTAs

@JonDMyers

Integrate with leading in-app analytics solutions Identify desktop users and target them across mobile devices Target users with premium, global, mobile ad inventory

Cross-Device Targeting and Mobile Attribution

Match users across devices using blended probabilistic/deterministic model

Cross-Device ID & Targeting

Display in-app and mobile ads on premium mobile inventory

Serve Targeted Mobile Ads

@JonDMyers

Where Next??.........

Television

@JonDMyers

Radio

@JonDMyers

Outdoor

Your world

• Get away from the Silo thing……hate them!

• Think about Audience AND Intent

• Mobile world we live in

The Takeaways…..

@JonDMyers

Thank You.

@JonDMyers