HOW PUBLISHERS ARE FINALLY TAKING CONTROL OF THEIR DATA

TO BENEFIT BRANDS AND GROW BUSINESSES

CHIP SCHENCK | VP/Programmatic & Audience Strategy | Meredith Corporation

The first-party data revolution:

Meredith Digital

2

Meredith reaches 82mm women at every life stage and across her passions

kraftrecipes.co

m

comidakraft.com

A Media Powerhouse

3

Meredith continues to invest in and acquire publishers & technology platforms to deliver scaled and quality audiences

REACHING

100MWOMEN

82MMONTHLY UVS

63%MILLENNIALS

2 3HISPANICS

OUT

OF 100MCONSUMERS

800DATA POINTS PER PERSON

DATABASE OF

MAGAZINE ACQUISITIONS & LAUNCHES

MXM EXPANSION

DIGITALTECHNOLOGY

DIGITAL

DATA

now future

Data Evolution

Email

Marketing

Data

Aggregators

3rd Party Data

DMPs

Ad

Networks

1990s

Data

Exchanges

Data

Partnerships

PROGRAMMATIC

PREMIUM

DIGITAL DIRECT SOLD /

GUARANTEED / RESERVED

Offline

Targeting

> Direct Mail

> List Rental

Search

Content

Exchanges

Vertical

Exchanges

INDIRECT / PROGRAMMATIC /

UNRESERVED

Publishers just

starting to take

control of their

own data!

Power of Our 1st Party Data

5

Deep engagement across our portfolio

80MM+ Digital Consumers

100MM Consumer Database

INTEREST

INTENT

VISIT EMAIL REGISTER ENTER SUBSCRIBE

SHARE SEARCH WATCH LIST BUY

the combination of Interest & Intent Data> 25,000+ attributes

> 4,500 data points

Value of First-Party Data

6

PUBLISHER’S DATA

ADVERTISINGCONSUMER

MARKETINGCOMMERCE

CONTENT

(future)

INDEXING

(future)

Meredith data has powered >$1B in consumer media/product revenue since 2005

Proprietary Data Shapes Everything We Do

7

Ability to leverage existing Meredith segments to create new custom segments for brands

INDEPENDENT MILLENNIALS

Engaged

Wedding planning

Entertainers

Pregnant women

Parents with kids 0-2

Parents with toddlers

Moms with school kids

Active families

Job seekers

College graduate

Fitness fanatics

Active lifestyle

Adults 18-24

COUPLING FAMILYNESTING

New home owners

In-market new auto

buyers

Entertainers

Bakers

Gardening

Holidays

INVESTING, PLANNING, SAVING

Empty nesters

Personal investors

Asset investors

Interested in finance

Adults 55+

Retired

ADVERTISING

devices on average

per user per cookie

.53 +Largest U.S. media database

with 100MM consumers and

800 data points per person!

Target Interest & Intent

8

1

Straight Food Intent:

Based targeting

2

Non-Food Intent:

Reach known moms

going to grocery store

3X week

ADVERTISING

50%of Allrecipes users

visit grocery store

within 24 hours of

site visit

Meredith Data Drives Retail Sales for Old Navy

GOAL: Acquire new customers and grow sales

STRATEGY: Meredith data scientists analyzed Old Navy

buyers’ characteristics using Meredith data to develop

custom targeting segments of Meredith users,

engaged through targeted email offers

RESULTS:

> 5MM unique consumers reached

> 49% lift in Total Buyers

> 58% lift in New Buyers

> 12%+ in Total Sales

• New buyers spent 4% more than existing buyers

> Positive ROI: $1.77 average campaign

ADVERTISING

Meredith Data Drives Walmart Online Visits & Sales

GOAL:

> Drive consumers to Walmart.com to purchase

Better Homes & Gardens’ branded products

STRATEGY:

> Combine known consumer data with DMP data to develop

and identify 7 top-performing segments

> Build ongoing consumer relationship through 8-month-long

multi-touch email campaigns

> Align campaign with additional media buys and “magalogs”

delivered with subscription copies and available in-store

RESULTS:

> Better Homes & Gardens sales grew at a rate 3X the overall

home business on Walmart.com

CONSUMER MARKETING

MEREDITH

ECOMMERCE

DRIVES REVENUE

4MMMONTHLY VISITS TO

OUR RETAIL PARTNERS

80,000 MONTHLY SALES

TRANSACTIONS

$4.1MM MONTHLY REVENUE FOR

OUR RETAIL PARTNERS

12MM+MONTHLY

VISITS

Seven Premium Shopping Experiences

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Turning inspiration into action

COMMERCE

200%+MONTHLY REVENUE TO

PARTNERS HAS DOUBLED

WITHIN PAST YEAR

Identify Consideration to Maximize Purchases

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Capture and leverage interest & intent data to maximize consumer purchase opportunity

IN-IMAGE HOTSPOTS & PRODUCT SEARCH: 10,000+ hotspots activated within our images

SHOP

NOW

GET IT

NOW

NATIVE CURATED GALLERIES: Editor-curated branded galleries promote

branded products across our sites

COMMERCE

Personalized Content Experiences: The Next Phase of Header Evolution

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CONTENT

WHAT AD SHOULD I SHOW?

AD SERVER

CONTENT EXCHANGEWHAT

CONTENTSHOULD I SHOW?

Fill with Hair Care content;

otherwise show regular

Beauty content

CMS calls out to bid in auction

for content directly from page2

3

1Known user interested

in Hair Care

Real-Time Category and Industry Trends

14

INDEXING

Inclusion in

recipes (Allrecipes)

Hershey-related activity (e.g., searches, adds to shopping

lists, purchases) Cacao

Growing/

Agricultural Trends

chocolate

Processing

We’re In Early Innings...

> Data is starting to power our business

beyond advertising

> Combining publisher and client data

creates a more robust consumer view

> Publisher data can also power brands’

businesses

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THANK YOU!

CHIP SCHENCK | VP/Programmatic & Audience Strategy | Meredith Corporation