DENTSU AEGIS NETWORK & SHAZAM for

SUPERSONIC

A sonic data-driven approach to securing competitive advantage for NBCU

COMMON SENSE

By creating emotionally-driven interaction, NBCU can connect with audiences while acquiring unique lifestyle and behavioral data — before, during and after content

viewing and listening moments, and also pre and post-transaction

1. Framework 2. Big Data 3. Content 4. Technology 5. Extended Use Cases

Strategic framework to delight consumers now and in the future — in the living room, and in the real world

SURROUND SOUND

Content

Technology Data

Time, Place, ContextM

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Tasks, Activities & Behaviors

#1Framework

Big data’s media relevance in this era of the “flow economy” is all about uncovering the audience.

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Continuing to invest in software and platforms, forging strategic partnerships, and developing a smart funnel that culls from the rapid stream of data to enable

deeper insights and a more meaningful understanding of audience behavior will be key in developing new business models and securing competitive advantage

for NBCU.

A funnel built to enable transmedia experiences for an audience of oneBIG DATA SMALL SCREEN#2 Big

Data

Unlocking the power of Shazam’s overlooked massive warehouse of audience data and insights

SONIC SCALE

The massive scale, steady growth, and continued product innovation (e.g. auto-

tagging) of Shazam’s suite of x-OS smartphone and tablet applications provides a powerful pool of uncorked data to leverage across all

media channels and consumer touch-points — particularly when combined with DAN and

NBCU’s additional quantiative, qualitative and other first and third party data sources.

PREDICTIVE ANALYTICSEnriched analytics enabled by Shazam data

Correlation Analysis Identify trends and relationships in datasets using correlation equations that include how inclusion of visual and

sonic calls-to-action driving to mobile content and opportunities to “share” impact viewership of specific programs, “adds to calendar” among peer networks, etc — both immediately and over time.

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Audience Segment Identification Analyze large volumes of variables (including audio tagging) simultaneously to dynamically categorize audiences into segments for analysis, targeting, and personalization — and uncover those audiences who fit client criteria.

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Customer Response Scoring Define consumers with a high likelihood of conversion or completion of a specific event (e.g. watching a TV program

or in-stream video advertising), to optimize campaigns & maximize impact. !

Cross-Channel Attribution Conduct attribution analysis across all digital and traditional channels to predict the effectiveness of future spends x-media and x-touch-point, now including scenarios that are simultaneous and synchronized — including TV x tablet,

mobile x radio, internet radio x mobile, etc

The first DMP to truly integrate audio-triggered behavioral data

NBCU EVERYWARE

DATA SOURCES

IMPACT TODAY

IMPACT IN NEAR FUTURE

Tracking Research & Insights Data Normalization

Segmentation Targeting Attribution

DATA MANAGMENT PLATFORM (DMP)

CCS / Third Party / Behavioral Data

Sales Data CRM/Email Display Search Social

Dynamic Optimization

Traditional Media

Display Optimization

Paid SearchEmail

Automation

DOOH Connected TVSocial auto-

responseIoT/Smart Objects

SHAZAM SUPPLEMENTS • First-party app data • Hyperlocal behavioral data • Audience viewing and listening

preferences • Trended viewing patterns • Sonic search trends • Ambient audio-centric use cases

SURROUND SOUNDA Sonic Content Management System that surrounds the consumer with smart participatory media

Empowers consumers to activate virtually all NBCU media with mobile devices

already in their pockets. !

One tap transforms their connected device into a remote control to the world.

!Condition consumers to “Shazam” NBC

media any time they see or hear it, creating a platform to deliver truly transmedia

experiences across all audible NBCU media.

DATA

CONTENT

Radio

Digital Video

TV

Cinema

TECHRetail

#3 NBCU Sonic CMS

NBCU “ON TAP”

SURROUND SOUND

BENEFITS

Enhance insights, uncover new audiences and improve service to existing viewers

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Uncover unexpected data relationships and new connections that will enable NBCU to create more relevant marketing campaigns (e.g. a

link between Nashville and Telecom) !

Apply learning to improve ad and media decision-making across all channels and audience touch-points

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Increase customer/viewer acquisition and loyalty !

Exploit revenue opportunities across multiple distribution channels !

Improve management of royalties, copyrights, DRM & content security

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EXTENDED USE CASES

ANTICIPATORY COMMERCE

Leverage the always-on feature that listens for audio all day long, tags songs and makes them visible to consumers in ways that are incredibly simple and enjoyable (think wayfinding x sonicwalks) !

Filter auto-tags based on user interest and in combination with neural networks, determine specific tracks to add to each user library. !

Ultimately this becomes all about making a purchase on behalf of a consumer (with their expressed advance permission), not unlike Dollar Shave Club, Birchbox, or even Sent Her Way. However, challenger brands in other categories who leverage music as a primary driver of brand affinity would have the opportunity to partner with Shazam to pilot this service among specific audience segments and supplement the monthly sub fee with their own curated product for each audience (of one, potentially). !

This subscription-basd approach to market would cater to audiophiles, but also other segments as we monitor consumer behavior across several verticals and define use and business cases that go beyond the product and deliver on the promise of automated, intelligent services that are refreshing to consumers who have been conditioned to resent many of the big, lazy brands in the marketplace who would have you believe there is a new innovation in their category every six months that justifies price gouging.

AUDIO LOGONext-gen evolution of the sonic brand that started it all

NBC’s 3-Chime: once the most recognizable sonic brand in the world

Audio logos have been in use for decades, however few companies are able to successfully develop a concise audio representation of their brand that accurately mirrors their visual branding; even fewer are able to avoid their

sonic brand becoming synonymous with noise pollution.

NBC, however, has the heralded “3-chime”. In addition to being used for station IDs, PSAs and other promos for the network, the NBC Chimes could be embedded in other forms of media and objects in the real world where the brand could add value in the context of NBC products and servies and

where they are used, viewed, captured, talked about, shared, etc.

In recent years, brands such as Intel, Samsung and Nokia have effectively leveraged sound as a vehicle to reinforce or completely reinvent their brands.

A sonic reinvention for NBC could now be used to cue and condiiton users to use mobile devices to connect to additional content, lead to haptic and other

non-visual brand exploration and services, etc.

NON VISUAL BRAND EXPLORATION

The future of non-visual branding goes beyond improving brand perception

SENSORY ENGAGEMENT WILL BECOME THE PATH TO ACTION AND DRIVING ONGOING PARTICIPATION

UtilityAttraction

Mood Identity

Multi-senory Branding Strategy

Today Future

SONIC BRANDLABCo-branded DAN/Shazam acoustics and audio interfaces lab

The Shazam/Dentsu-Aegis Sonic Lab would provide the tools and talent (e.g.Sound Designers & Engineers) to develop complete consumer experiences — ambient marketing that drives seamless,

natural screen-shifting behavior among consumers.

ERETARGETINGActive and auto-tagging makes Shazam behavioral data actionable.

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