First…what is SitePropeller Display Network?

Site Propeller Display Network is a targeting and optimization

technology platform that maximizes the efficiency and scale of

online display campaigns.

“Founded by industry veterans that helped build Google’s Extended

Distribution Network program (EDN) – more than a quarter-Billion dollar

business for Google!”.

Our platform is comprised of two core technologies

Automated bidding technology: efficiently acquires the right audience across the leading

data and ad exchanges.

Automated optimization technology: learns what works as your campaign runs,

optimizing to your campaign goals in real time. Use call tracking to see who’s calling!

Comprehensive Ad Context

Audience Data

Eligibility Rules

Response Prediction

Optimization

Dynamic Segmentation

Propensity scoring–Engagement–Clicks–Conversions

Continuous learning

Objective– Engagement– CTR(%)– Conversions

Constraints– Pacing– Frequency caps

Creative Optimization

User engagement, clicks, conversions & other beacons

Site Propeller Platform

Site Quality

Targeting rules

Soft preferences

Demographic In-Market Lifestyle Search Intent Interests Social Data Contextual Geographic Past Purchases

Our platform has the horsepower to digest and correlate tons of data to discover and engage relevant audiences

Ad RequestSite Propeller Network

Site/PageGeo/WeatherTime of DayBrand AffinityUser

[ + ][ + ]

How Site Propeller works

Identify Data that WorksData, data everywhere but what data really matters?

6

2

4

7

12

15

10

2

18

12

6

Data Source LegendMarginal Impact on Performance

XPositive Lift(X% influence)

YNegative Lift(Y% influence)

No College Degree

Currently researching

dress options

Perfectionists

Rural Dwellers

Automatically Scale Against High Performing

Sources & Their Lookalikes

Continuously Track High Performing

Data Sources

Performance From Data Sources Changes

During Campaign Lifetime

Campaign Methodology

12. Generate Insights

11. Optimize for Purchases

3. Track Responses

2. Drive Awareness & Consideration

4. Continuously Learn

8. Build on Learnings

5. Tailor Audiences

1. Target Designer Audience Segments in

Relevant Contexts

Overview

Scale

9. Scale Against High Performing Segments

7. Promote Engagement

6. Fine Tune Context

Launch

Learn

10. Drive High Quality Traffic & Engagement

Boosted ReTargetingDon't settle for "vanilla" retargeting that treats all visitors as being equal. We focus on your most valuable prospects and their lookalikes -- those most likely to come back and take action.

Conversion Page

Intermediate Page

Landing Page

Search Display Email Other

Retargeting

Win-Backcampaign

Web Site 1

Web Site 2

Web Site 3

Site Propeller Network

Leakage

Leakage

Our technology finds the people that matter

to your brand – and brings them back to

your Web site.

Increase reach & scaleby finding “look-a-likes”

Maximize conversionsby differentiating visitors

Web Site 4

Site Propeller Platform

InSync Campaigns™ Across Phases (1 & 2)

Awareness

Consideration

Favorability

Purchase Intent

Phase 1 Awareness Booster

Phase 2 Purchase Intent

Booster

Sales

Connected Funnel

Optimization

Leverage insights across different stages for an integrated campaign strategy to optimize the funnel

Insights Generated

Initiative Funnel Stage

Insights automatically bootstrap next phase

Audience

Small Appliances

Women with Kids25-54

Tailoring Designer Audiences

Designer Audience Segments

Demographics Big Box Shoppers

Context

Social Graph

Social

Digital Moms

Skew Female

IncomeHomeowners

Small Appliances

Clothing & Accessories

Children’s Product Buyers

Past Purchases

CosmeticsGrocery

Electronics

Personal Care Items

Clothing

In Market Intent

Electronics

Consumers Are More Than Their Clickstream

Online ActivityBrowser Data

Search KeywordsSite Actions

Demographics and Lifestyle Data

Individual and household specific data

Male, 35 to 44

Corporate Exec

Blackberry User

Digital Mom

Socially Active

Heavy Texter

Homeowner1 child – Toddler

Fast-Rising Family

Frequent Online UsersHigh Spenders

Owns Audi A4 & Lexus RX 350

Site Propeller data driven targeting goes far beyond behavior and clickstream to paint a Rich Portrait of the Consumer

Interests and Social Psychographics

Preferences, hobbies, and inter-personal social

dynamics

In-Market Purchase IntentReady to buy online or

offline

Offline Purchase DataConsumer segments based

on SKU-data from many transactions

Site Propeller Booster Family

DR Booster

Brand Booster

Social Amplification Booster

Multi – Channel Booster

Search/Traffic/Audience Boosters Available

DR Booster™ Suite

Deep Insights

Powerful insights on campaign and audience

Search Booster

• Boost SEM/SEO • Search intent targeting

Audience Booster Re-targeting Booster

• All users are not the same• Lookalikes for high performers

Progressive Optimization

• Launch• Learn• Scale

Creative Optimization

• Dynamic Assembly • ADISN & PointRoll

1 2

3

4

5

6

Audience Verification

• User transparency• comScore AdEffx

Brand Booster™ Suite

Brand Measurement

Measure and track brand metrics & equity elements for visibility into

brand health

Real-Time Brand Optimization

• Maximize brand impact• Dynamic Logic & Dimestore

Offline Sales Impact

• Measure bottom-line impact• Influence Marketing Media Mix Model

Deep Insights

Powerful insights on customer segments, brand health, and relevance

Designer Audiences

Precision targeting for high execution efficiency

12

3

4

5

6

Optimize for Targeting or Ad Effectiveness

Demographics?

Interests?

Lifestyles?

In-market?

Others

Audience Brand

Targeting Effectiveness Ad Effectiveness

Awareness

Consideration

OtherPurchase Intent

Message Association

Measuring Brand Impact with a Single Question Survey

User is served a single question survey

Recruitment

Survey Question*

Brand Metrics

• Are you aware of XYZ Product?

• Did you know that there is a new location launching in your market?

• Do you intend to buy XYZ product in the next 30 days?

Response

User completes survey and submits response

* Representative questions for single question survey

Social Booster OverviewFan Booster

Drive Traffic to Social Destinations

Social Ads

Promote Ad Sharing

Influencer Targeting

Activate Key Users

Message Seeding

High impact organic dissemination

Brand Sentiment Analysis

Track Brand Health & Connection with Audience

Social Amplification

Intelligent Message Scaling

12

34

5

6

• Target socially active users within target audience• Boost buzz & awareness• Drive high quality traffic &

engagement for social initiative

Target Audience

Fan PropellerPromoting Social Initiatives

Fan Propeller Campaign

P&G Ad

P&G Ad

P&G Ad

P&G Ad

P&G AdP&G Ad

P&G Ad

P&G Ad

Others

Social Destinations

Social AdsPromote Ad Sharing

Turn transient ads into persistent messages– Ads become widgets for digital content

distribution

Simple and efficient ad sharing – Leverage existing ad assets

Drive users to distribute message across their social networks, Twitter, email etc.

Facilitate stronger user engagement with the brand

Measure sharing activity and earned media impact

High Leverage Campaign Initiatives

Acquainted Audience

Social AmplificationIntelligent Message Scaling

Social Ads Influencer Targeting Message Seeding

Received Social Ad Influencer Referral Blog Exposure Facebook Post

Users exposed to the campaign message via

leveraged initiative

Social Amplification

Leverage acquainted audience to further amplify campaign

message

Tweet Other

Amplify

Target Acquainted Users

Drive Awareness & Buzz

Promote Engagement & Sharing

Track User Behavior

Auto-Optimize for Amplification

Learn & Identify High Performing Segments

Brand Sentiment Analysis

• Measure brand sentiment and share of conversation

• Track where conversations are happening

•Evaluate tone and emotional connection with audience

•Integrate learnings back into campaign

Site Propeller Platform

Our Platform make buying digital audiences easy And we leverage your learnings to make every campaign perform better

Advertiser

Video MobileOnline

Site Propeller Multichannel targetingUsing online results to drive cross-channel targeting

3rd-PartyData

Psychographics

IntentGeography

Weather

Time of Day

Retargeting

Online

Mobile

Video

Our Video Network delivers premium content, broad reach and device diversity

Innovative & scalable ad units – In-stream and linear– Pre-roll – 15 & 30 second spots– Support for multiple video formats

User-initiated video ads

Precision targeting

Companion banner available

Mid-view and end-view tracking

Over 4x lift in impact versus flash ads*

* Doubleclick research report, June 2009

Who put video in my mobile? Leverage video assets directly into the mobile world.

15- or 30-second full-screen iPhone & iPad.

Use existing video creative with no modification.

Runs before free apps.

Includes companion ad with video reload option.

Our Mobile Network delivers premium content, broad reach and device diversity

Premium Content–Over 8,000 publishers–Mobile web environment (WAP) –On-deck & off-deck applications

Large Scale Mobile Access– Access to all major platforms

(Apple, Android, Blackberry)–Over 5 Billion monthly impressions–Over 80 Million monthly uniques

Rich Device Diversity– Support for more than 4,000 devices– All key industry protocols &

configurations

Ad Units– 6:1 MMA Standard: 300x50, 216x36,

168x28, 120x20– 4:1 MMA Standard: 300x75, 216x54,

168x42, 120x30– 300x250 (Interstitial, Expandable)– 728x90, 160x600, 300x250, 468x60

(iPad standards)

Our Mobile Network delivers premium content, broad reach and device diversity

Appendix / Insights Examples

Sample insights that help us target the right consumers, in the right context, with the right message more effectively

Most Productive GeographiesNew York and California generate impact most cost effectively

Optimizing by IAB ad unit size(160 x 600) performed 40%+ better than (728 x 90)

Hour of Day InsightsEvenings perform 15% better than mornings

Audience InsightsUsers with cooking interests were five times more likely be aware

The team that will drive your campaign

Kelly Hagen, Sales Director

KHagen@sitepropeller.com • 619-846-3451

Mark Crowson, Account Manager

MCrowson@sitepropeller.com

Our data partners provide a wealth of purchase intent, search intent, past purchase, demographic, lifestyle, interest, behavioral, psychographic, and social data

Site Propeller Platform

Technology Retail/Fashion

HomeSocial

Automotive

Comm

Media

Food/CPGTravel

Energy

Education

AttractionsBusiness Svcs Govt

Giving

Finance