AGENDA:1. The retail eCommerce landscape!

2. Retargeting strategies for retail eCommerce!

3. Maximizing cross-device sales with AdRoll!

5. Q&A with Elizabeth Trongone and Dave Coles!

4. The Bonobos Journey!

The retail eCommerce landscape

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$600B

2012 2013 2014 2015 2016 2017 2018

e-Commerce Sales, 2012 - 2018 + 15.5% Y/Y

US Retail is projected to be $4.4 trillion in 2014

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$28B

$56B

$84B

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$140B

2012 2013 2014 2015 2016 2017 2018

m-Commerce Sales, 2012 - 2018 + 37.2% Y/Y

mCommerce currently represents 19% of total US retail eCommerce

Source: ZenithOptimiedia: http://www.zenithoptimedia.com/global-adspend-set-to-return-to-pre-financial-crisis-growth-rates/

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$28B

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2014 2015 2016

Display is growing 21% annually through 2016

"We expect internet display to overtake paid search … for the first time in 2015.- Zenith Optimedia

Retargeting is the cornerstone to performance marketing

Website Visitation Lift within Four Weeks of Ad Exposure for US Online Ad Campaigns*, by Media Placement Strategy, March 2012% Lift

AUDIENCE 358%

CONTEXTUAL 349%

PREMIUM 302%

RON 280%

RETARGETING 729%

Note: *excludes online video, mobile or social media campaignsSource: comScore ad ValueClick Media, “When Money Moves to Digital, Where Should it Go?” Sep 22, 2010

“Retargeting is powerful. It adds a lot of value on the branding side, and on the direct marketing side. As an agency, we view retargeting as essential.”

— Terry Whalen, Founder and CEO of CPC Search

Cross-Device retargeting is now essentialStaying ahead of the curve means having a retargeting strategy that works on both desktop and mobile devices.

▶  Utilize deterministic device identification to

accurately identify users across devices

▶  Retarget your desktop website visitors on

their smart phones and tablets

▶  Extend the reach of your desktop

retargeting strategies

▶  Drive incremental conversions on your

mobile website

Top Retargeting Strategies

Web, CRM, Facebook, Twitter, Mobile

Focus on the three C’s

— Terry Whalen, Founder and CEO of CPC Search

▶  Custom Segmentation: Target three key segments!

▶  Campaign Structure: Design campaigns that target the customer based on the level of intent they’ve demonstrated!

▶  Creative Best Practices: Build creative based on the ad format and channel!

Custom SegmentationGain insight into customer intent by focusing on these five key segments

Product Shopper

Cart / Checkout Previous Customers /

Loyalty

Home Page Audience Development

/ Branding

Retargeting

Low Intent | Home page visitors

Middle Intent | Product page visitors

High Intent | Cart abandoners

Loyalty Campaign | Past purchasers

CRM Targeting | Expired users

Audience Development | Branding

Campaign structures based on customer intent for web retargeting

Custom ads that scalePersonalized ads drive higher performance

Dynamic creatives see up to 115% increase in CTR and provide up to 44% lift in ROI when compared to static retargeting.!

Product Page Ad

How does it work with email & CRM?

CRM Retargeting to ReinvigorateThe Audience

▶  Utilize your offline data for online sales!▶  Utilize Seasonality, Holidays and New Product Launches as touch points

to restart the conversation!

Checklist of Twitter ads to test

1)  Promoted accounts

2)  Promoted tweet

3)  Photo card

4)  Website card

5)  Mobile app card

6)  Lead generation card

7)  Mobile app download cards

$0.50 - $1 Average Cost Per Engagement

1% – 3% Average Engagement Rate

Be everywhere your audience is

The Future is mobile

Increase mobile conversionsSimilar to desktop retargeting, continue to re-engage potential customers through mobile web browsers

Increase app discovery and app installsYour desktop audience are the most likely to download your app, so engage this audience while they’re on their mobile device

Drive in-app re-engagementIncrease app engagement by promoting your app the apps your customers already use

More mobile, more money!

FB Mobile App Install Ads (MAI)!!Serves mobile app install ads to your drive installs!

FB Mobile News Feed Ads (MNF)!!Serves mobile news feed ads to your desktop audience !

$8.00 - $10.00 Average CPM!1% - 2% Average CTR!$0.50 - $1.00 Average CPC !$1.00 - $3.00 Average Cost per Install!

Facebook Creative Best Practices

Calls-to-action and copy matter!

Brand your creative

AdRoll’s Platform

Tools to help the retail marketer run acrossdevice retargeting

Our MissionLeverage your first party data to optimize and drive high performance campaigns

Capture CRM data and web data.

Business rule expressed through custom segmentation, transparent reporting.

Algorithmic bidding, dynamic creative, broad reach across the

web, Facebook, Twitter.

AdRoll is the global leader in retargeting

10B+Data requests processed every 24 hours

Campaigns structured with audience in mind

Implement business rules, measure results

Freq

uenc

y!

Recency!

Impression!Ratios!

Campaign Signals Intent Signals

How many pages viewed

Time on website

Number of visits

Added to cart

Leverage your desktop, mobile, and CRM data to target cross-device and cross platform

Retargeting based on visitor behavior

Place the AdRoll SmartTag across your site

A different message is delivered to each individual

1 2 3 AdRoll segments and scores visitors by their web actions

Exactly where your

impressions are running

What drives your campaign performance

The true market-value cost of your

media

Radical

Transparency

97%client retention rate

Bonobos’ Marketing Journey

Today’s Guest Speaker:

Elizabeth Trongone manages Bonobos’s retargeting campaigns and is focused on the development of multi-channel online and offline marketing strategies.

Elizabeth Trongone, Sr. Manager, Marketing - Bonobos

The Marketing Journey

Ongoing Always on Campaigns▶  Online: Display, Retargeting, Social Media (Facebook, Twitter), SEO, SEM, Email,

Podcasts▶  Offline: Catalog, OOH, Print, Partnerships and Experiential

Testing▶  Mobile▶  Video▶  Native Advertising▶  Affiliate

Upper Funnel Brand Campaigns

Performance BrandVS

Performance Display

Selected AdRoll for superior account management support, range of targeting and creative units, and ability to run dynamic adsObjectives▶  Convert new visitors that we have driven to the site▶  Build CRM campaigns▶  Drive Offline store traffic (Guideshops)▶  Drive app downloads

Other display providers▶  Quantcast and Rockerbox for prospecting companies▶  Direct buys in targeted online publications (e.g., New York Times)

Ongoing Retargeting Strategy

Awareness (Homepage): Visited the homepage. Recommendations: strong brand imagery, lower bid, add contextual filters.•  0.06% Average CTR

Consideration (Product): Viewed product pages, multiple site visits, high duration visits. Recommendation: dynamic product creative, higher bids, broad reach. •  0.05% average CTR

Purchase (Cart): Cart abandoners. Recommendation: dynamic product creative, high bids, broad reach, use promotions.•  0.08% Average CTR

Current Retargeting Tests

App Downloads: Drive new visitors to Bonobos to download the Bonobos digital catalog•  Results

•  1.39% Avg CTR•  $10 Avg. CPM•  $2.60 Avg. CPA

Geo-targeting: Drive new visitors to learn about Guideshops in their regions•  Washington FB Results

•  0.55% Avg CTR

CRM: Re-engage inactive customers, convert non-buyers on our emails list and engage inactive email subscribers

Twitter: Unlock new revenue opportunities on social media

Thank you!

For additional questions, contact: Delight@adroll.com or your account manager

Don’t forget to download the guide for more tips!

adroll.com/next-level-retargeting

Questions?

Q&A with Elizabeth Trongone, Bonobos and Dave Coles, Retail Vertical Lead