Building Brands in a Digital World Brett Wilson CEO & Co-Founder IAB Canada RTB X Series, May 2013

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The Purchase Funnel

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The Vehicle for Mass Awareness

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Brand Advertising Used to Be Simple

Now Brand Advertising Getting Complicated

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Now Brand Advertising Getting Complicated

Blindness to Online Direct Response (Display) Ads

“60% OF PEOPLE CAN’T REMEMBER THE LAST DISPLAY AD THEY SAW.”

Source: Infolinks, 03/13

What We See

What They See

New “Purchase Funnel,” More Like A Journey

RFP Process = Complicated & Costly

It’s Time For New Rules

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Opportunity

Video Ad Growth is Exploding In Canada…

SOURCE: eMarketer.com, Dec. 2012 – In conjunction with IAB Canada

2010 2011 2012 2013 2014

$239M $181M $128M $73M $37M

CANADA VIDEO AD SPEND GROWTH AVG.66% PER YEARCANADA VIDEO AD SPEND GROWTH AVG.66% PER YEAR

…but TV is the Untapped Opportunity

2010 2011 2012 2013 2014

$3.2B $3.3B $3.4B

$3.6B $3.8B

2010 2011 2012 2013 2014

$239M $181M $128M $73M $37M

CANADA VIDEO AD SPEND GROWTH AVG.66% PER YEARCANADA TV AD SPEND GROWTH AVG.4-5% PER YEAR

SOURCE: eMarketer.com, Dec. 2012 | ZenithOptimedia, 2012.

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“Software is Eating the World…

MARC ANDREESEN

…Software is Eating Media Buying.”

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What does Programmatic mean?

What does Programmatic Branding mean?

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Programmatic Brand Marketing Platform

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The Promise of Programmatic Branding

Bringing Back The Marketing Process

This Classic Never Grows Old

The New Face of Media

Cross Platform Reach

Find Fragmented Audiences Across-Devices

TubeMogul is Here to Support Your Lead

Global Leader in Programmatic Branding

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INTERNATIONAL OFFICES EMERYVILLE (HQ) | NEW YORK | LONDON TOKYO | LOS ANGELES | CHICAGO | SYDNEY SINGAPORE | TORONTO | DETROIT | KIEV

Canada’s #1 Video Platform

4.6M

4.8M

9.0M

Monthly Reach

57M

102M

Monthly Video Streams

Minutes Per Viewer

3 MIN 4 MIN

comScore Video Metrix, April 2013

Over 177M Pre-Roll Views and 400 Campaigns Since Oct 2012!

Thought Leadership: TubeMogulU.com and Beyond

Video Viewability– Developed by TubeMogul

Open Source Technology as the Industry Standard

First Digital GRP Planning Tool

TubeMogul & Canada…Taking On The World!

In CANADA, nearly 92% of internet users over the age of 14 watched video at home or at work as of October 2012, according to comScore, a higher percentage than anywhere else in the world except Argentina.