ROCKET FUEL ADVERTISING THAT LEARNS™

OCTOBER 2013

AGENDA

What Is Rocket Fuel ?

Rocket Fuel Technology

Rocket Fuel Product Cross Channel Overview

1.

2.

3.

4. Case Studies

5. Questions

WHAT IS ROCKET FUEL?

WHAT IS ROCKET FUEL?

TECHNOLOGY COMPANY ARTIFICIAL INTELLIGENCE BIG DATA DIGITAL ADVERTISING TRUE IMPACT

OUR PEDIGREE:

EXPLOSIVE GROWTH PATH

GLOBAL SCALE & REACH: 20 OFFICES WORLDWIDE 534 EMPLOYEES

2009 2010 2011 2012 REVENUE

$2.3M

$16M

$45M

$107M

175% $ RENEWAL RAT E 2 0 1 2 S P E N D B Y 2 0 1 1 C U S T O M E R S

Direct Response Solutions

Video

Mobile

Social

Vertical Solutions

2009 $2.3M

10 TB

31

193

2010 $16M

2 PB

60

535

2011

$45M

3 PB

128

1014

2012

$107M

6 PB

512

2201

2013 Self Serve

Insights

Tech V1

FOCUSED DEVELOPMENT

Brand Solutions

Rocket Fuel Connect

Enterprise Solutions

FBX

Audience Accelerator

Employees Campaigns Data Revenue

Applying artificial intelligence to

digital marketing

ADVERTISING THAT LEARNS

BEATING AD

NETWORKS BY

…AND DSPs BY

140%

60%

ROCKET FUEL TECHNOLOGY

WORKING WITH ROCKET FUEL

2.7+B anonymous consumer profiles & real-time lookups 7.7 Billion ads delivered every month 12 Petabytes of data in Rocket Fuel warehouse 35 Billion daily bid requests 100+ Million decisions made every second Predictive Modeling with millions of attributes

R O C K E T F U E L T E C H N O L O G Y

R O C K E T F U E L T E C H N O L O G Y

R O C K E T F U E L T E C H N O L O G Y

DATA INTEGRATION DYNAMIC CREATIVE BRAND ASSURANCE PROFESSIONAL

SERVICES

INSIGHTS/

ANALYTICS

WE ARE EMBRACING THE EVOLUTION

OF DIGITAL ADVERTISING

WHAT MAKES US DIFFERENT?

AGE OF DELIVERY

AGE OF TARGETING

AGE OF OPTIMISATION

Ad

Eff

ec

tiv

en

ess

IN THE AGE OF

TARGETING… OPTIMISATION…

DEMOGRAPHIC A

BEHAVIOURAL

SEGMENT B

CONTENT

CATEGORY C

ROCKET FUEL…

A DAY IN THE LIFE OF THE ADDRESSABLE CONSUMER

7:35 AM 9:20 AM 11:30 AM 12:05 PM

2:15 PM 5:30 PM 11:00 PM 8:00 PM

CONTEXT

IS CRITICAL

Bid & Ad

User Data

HOW EXCHANGE BUYING WORKS

Optimize

Bid Request

Rocket Fuel Winning Ad Ad Request

Ad Served to User

Page Request Web Browser

Rocket Fuel Platform

Smart Ad Servers

Response Prediction

Models

Publishers 1

8

2 7

Calculate Propensity Score

5 User Engagement Recorded

9 User Engages with Ad

Refresh learning

Campaign & Audience

Data

4

Qualify Campaign

10

Exchange Partners

Data Partners

3

6

AUTOMATED SELF-LEARNING

Age/Gender

Occupation

Income Ethnicity

Purchase Intent

Online Purchases

Offline Purchases

Browsing Behavior

Site Actions

Zip Code City/DMA

Search Sites

Search Categories

Recency

Search Keywords

Web Site/Page

Referral URL

Site Category

Bizographics

Social

Interests Lifestyle

ROCKET FUEL

x +

-

-7

+17

X

-2

+8

+14

X

-9

-13

-12

X

+19

+13

X

+11

X

X X

+25

+6

X

-7 +17

-2

+28

X

+11

X

X

-9

+14

+17 +19

+8 +11

X

X

+17

-23

+6

X

+17

-7

X

-2

-13

-12

X

+13

+6

X

X

X -9 X

+17

X

+19

+8

+14

+18

-23

+17

-12

+11

-9

+8 +14 X

+11

-13

-12

+11

X

X

-7

+17 +8

+18 X

+11

X -12 -10

+6

+14

X

+8

+11 -10 +13

+28 +6

+13

+19

X

+11

-10

+13

-12

+17

X

-7

+8

X

60

11MM+

Features

Positive Lift

Marginal Lift

Negative Lift

+8 +13 +11 -9 +11

-13 +14

-142 +153

+124 -12

+90

PREDICTING WHAT’S AHEAD

Alex Hooshmand, Founder, CSO & SVP Operations, BlueKai ”

“ When advertisers say that BlueKai data runs better on Rocket Fuel – you can honestly believe it.

» Rocket Fuel doesn’t hold your data

» Thought starters: Path to optimal reach/frequency

– 1st party data

– Zip/Region targeting(“underserved areas”)

– Mobile data – Target devices

– Contract expiration

– Recent subs (anti-target)

– Conquesting

– Custom segments

» The data is different when passed back – tells a story about your brand and customers.

ROCKET FUEL TECHNOLOGY STANDS OUT

Uniques Bid Rate Win Rate

DSP Peer Group Rocket Fuel

287% more unique impressions

3.5x more selective

Win bids 2.1x more

often

Rocket Fuels sees 287% more unique visitors,

is 3.5x more selective, and wins auctions

2.1x more often than the peer group of DSP’s.

GOOGLE TAKES NOTE OF ROCKET FUEL Source: Google AdX Team (Q1 2013)

• Rocket Fuel responds to Google calls in under 50ms (exactly ½ of response time allowed) • Non-latency allows Rocket Fuel to access virtually all of Google’s European inventory

ADVERTISING THAT LEARNS , LIBERATES We asked our customers, besides superior performance, what did

Rocket Fuel mean for them?

AI / Optimisation “faster setup, less tedious work”

“$s flow between targets in real time”

“we stopped meeting networks”

“had time to present data to clients”

“safety net.. we could take risks”

“the freedom to learn”

“double the success”

“budget consolidation”

TM

Analytics “less time pulling reports”

“more higher level strategic planning”

“makes us... smarter to clients”

Service “like another planner on our team”

“helped us win new business”

“more on top of things than me”

CROSS-CHANNEL

SYNCHRONISATION

CROSS-CHANNEL SYNCHRONISATION Rocket Fuel delivers high value impressions across Display, Video, Mobile & Social

DISPLAY

PLACEMENT DETAILS CREATIVE SPECS

Filetypes: GIF, JPG, PNG, SWF (Flash versions 4-10), HTML5

Animation/Looping: 15 seconds / 3 loops maximum / 24fps

File load size: 40KB initial; 100KB subsequent; 2.2MB user-initiated

Hotspot: Cannot exceed ¼ of ad area; Initiation after 1+ seconds of mouseover; No audio

Minimum required controls: “Close X” on expanded panel and “Expand” on collapsed panel, font size 8pt-16pt; Play/Pause/Mute required for in-banner video

Borders: Ad must have clearly defined borders as to not be confused with page content

» Brand-safe inventory

» 1.6BN+ consumer profiles

» Shared insights across channels

MEDIUM

RECTANGLE

SKYSCRAPER

WIDE

SKYSCRAPER

LEADERBOARD

DIMENSIONS

(PIXELS)

300x250

120x600

160x600

728x90

EXPANDABLE

DIMENSIONS

500x400

400x600

400x600

728x400

Sample screenshots

Correlations among features and positive converters modeled

BOOSTED RETARGETING Differentiate prospects and reach act-alikes outside of retargeting pool who are

highly likely to convert

Communicate with high Loyalist prospects through purchase cycle

Aggressively communicate and message with highest value prospects

Cautiously engage low value prospects through purchase cycle

Consumer visits client’s website

Pixeled conversions feed into model

Value of retargeting pool assessed

Effectively message and deliver quick converters

Right Hand Side Ads

Facebook Exchange, or FBX, opens up advertising inventory on Facebook for programmatic buying through real-time bidding. As an FBX partner, Rocket Fuel can apply first- and third-party data, predictive modeling and machine optimisation to bid on and purchase impressions on behalf of advertisers.

Rocket Fuel Inc.

Rocket Fuel CEO George John spoke to attendees of TEDxLondonBusinessSchool about the Age of Artificial Intelligence.

WATCH: George John Speaks at London Business School’s TEDx Event www.rocketfuel.com

On April 26, George John was a featured speaker during TEDxLondonBusinessSchool. His talk, The Age of Artificial Intelligence…

News Feed Ads

40% …of time spent on

Facebook is in the

newsfeed3

21X …the clickthrough

rate of standard web

retargeting4

55% lift in ad recall1 3X

ROI on 70% of

campaigns2

Source: 1Nielsen, "Ads with Friends", Mar 2012; 2Experian Hitwise, Dec 2010; 3comscore, 2012; 4AdRoll, 2013

4X lift in

purchase intent2

Source: 1comScore, 2012 2Facebook Newsroom, 2013 3comScore, 2012

28% of all digital

display impressions1

1 Billion global

Facebook users2

#1 most engaging

web property3

CHANNEL DETAILS: FACEBOOK EXCHANGE

We’ll help. Rocket Fuel offers full-service creative generation for Facebook Exchange. Don’t have Facebook ad units?

Why advertise on Facebook?

CREATIVE SPECS – NEWS FEED Image: 400x209 pixels; Text may take up a maximum of 20%

Message (under brand name): 500-character maximum; Optional

Name (under image): 70-character maximum

Description (under domain): 125-char. max, depending on “Name” length

Brand page administrator permissions: fbx-main@rocketfuelinc.com

Click-through URL: Must be off-Facebook; Page cannot feature video prominently

CREATIVE SPECS – RIGHT-HAND SIDE Image: 100x72 pixels; Text may take up a maximum of 20%

Title copy: 25-character maximum

Body copy: 90-character maximum

Click-through URL: Must be off-Facebook

Optional: Social context – display “like” count at bottom of ad

* Representative set of video supply partners

Reach & Scale Your Target Audience » 500+ average monthly bid opportunities

for each consumer » Major Exchanges & Direct Buying

Relationships. » Multi-channel access across display,

mobile, video and social

ROCKET FUEL VIDEO SCALE & REACH High-quality inventory, broad reach and advanced optimisation

ROCKET FUEL VIDEO EVERYWHERE

01 PREMIUM PRE-ROLL VIDEO

02

MOBILE VIDEO 03

TABLET VIDEO

¤ ROCKET FUEL VIDEO EVERYWHERE

INCORPORATES AUDIENCE &

OPTIMISATION TACTICS CROSS-CHANNEL

Premium pre-roll, mobile, and tablet video

ROCKET FUEL ON MOBILE

MOBILE

DR BOOSTER

Web Conversions

E-commerce

Click to Text

Ticket Purchases

Click to Calendar

Sync your DR efforts across all channels

Expandables

MOBILE

BRAND BOOSTER

Interstitials

Customised Rich Media

Mobile Video

Survey Based Optimsation

ROCKET FUEL ON MOBILE

Heavy Ups

Path Targeting

App Discovery

MOBILE APP DOWNLOAD BOOSTER

App Retargeting

App Activity

Location Retargeting

Category Behaviour

Location Profiling

MOBILE

LOCAL BOOSTER

Mobile Couponing

Click to Locate

Adaptive Ring Fencing

ROCKET FUEL INSIGHTS INTERFACE

SELF SERVE INTERFACE

Giving you access to campaign

insights in real-time, including:

» Personal login details

» Supporting multiple client campaigns

» Quick overview across campaigns

» All key metrics and trends at a glance

» Insights updated every 10 minutes

» Insights across 1000’s of data points

» Compare two metrics interactively

» Live calculation of top customers

CASE STUDIES

OBJECTIVE: » Drive awareness and build top-of-mind

consideration for Buick brand while increasing hand-raiser behaviours (request a quote, locate dealer, request a brochure, etc.)

» Conquest other competitive luxury brands » Reach Buick Intenders and younger drivers at

scale to generate awareness

RESULTS » Increased consideration lift by more than 4.5x » Successfully targeted and conquested

competitive brand segments » Boosted awareness and consideration the most

among 25-34 year olds » Leveraged In-Flight Survey Based Optimisation

to efficiently optimise the campaign to the audience segments with the highest lift based on the most significant brand metrics

AUTO SUCCESS SNAPSHOT:

BUICK

Rocket Fuel’s ability to optimise to brand metrics such as consideration in real time proved to be a significant asset to our online advertising. They helped Buick drive consideration among customers new to the Buick brand and engage the next generation of buyers and loyalists.

“

”

Julie McCale

Supervisor, Starcom

4.5X Increase in

consideration lift

INTERNATIONAL

SUCCESS SNAPSHOT:

EPSON

OBJECTIVES:

» Drive and measure brand lift for Epson printers for key brand attributes of speed, cost and energy efficiency among niche audience:

» Small Office, Home Office, & SMB/SME

» Shift consideration away from competitors

» Build awareness, consideration and purchase intent

RESULTS:

» Rocket Fuel’s In-Flight Survey Based Optimisation saw 19% brand lift across Europe and 56% lift in Germany

”

“ Rocket Fuel helped Epson drive consideration among business users and buyers across the UK, Germany, France, and Spain. We had a 19% lift in consideration across Europe–our 56% lift in Germany was truly amazing! Rocket Fuel’s Real-Time Brand Optimisation solution demonstrates true brand lift.

Lyndsey Best Company Director Agency21

19% OVERALL

BRAND LIFT

OBJECTIVES: » Boost online sales for fashion apparel

and accessories among target demographic

» Drive traffic to client’s branded online store

» Meet or beat aggressive ROI goal » Build brand engagement and affinity

RESULTS: » Delivered ROI 3.6 times greater than

client’s goal » Reduced effective CPA by 73%

RETAIL SUCCESS SNAPSHOT:

LORD & TAYLOR Rocket Fuel’s expertise in the luxury retail space is helping us boost our acquisition efforts for our clients and engage more consumers online. They’re becoming a trusted technology partner helping us go beyond the traditional boundaries of an interactive agency.

Shenan Reed, Managing Director & Co-Founder of Morpheus Media

“

” OLDEST UPSCALE, SPECIALTY-RETAIL DEPARTMENT STORE CHAIN IN THE UNITED STATES

CAMPAIGN GOALS:

» Drive cost-efficient orders with those in-market for new handsets and contracts

» Deliver against a targeted Cost Per Order (CPO)

» Drive results as the first global Rocket Fuel Facebook Exchange partner

CAMPAIGN:

» Campaign launched with only display

» Boosted FBX added in second month of campaign to increase performance in new social media channel

RESULTS:

» Supplementing display with Boosted FBX led to a 39% decrease eCPA while also increasing the number of conversions by 67% -- thereby dramatically increasing performance at scale

FBX SUCCESS SNAPSHOT:

CARPHONE WAREHOUSE

67% increase

in conversions

39% decrease

in eCPA

FBX added to media mix

”

“ We were keen on launching FBX with Rocket Fuel. Since we went live, the results have been brilliant. We’ve seen a 41% reduction in CPO compared to the average CPO across all other DR placements. We can’t wait to see more!

Domitille Mereuze Digital Marketing Executive

Carphone Warehouse

POWERING INSANELY EFFECTIVE CAMPAIGNS

FOR GREAT AND GROWING BRANDS

65 of the top 100 Leading National Advertisers relied on Rocket Fuel in 2012

THANK YOU!

QUESTIONS