Campaign Recommendations

1. STARCOM TEAM SAMSUNG Campaign Recommendations

2. Agenda • Introduction • Campaign Recommendations • Execution • Post-Launch

3. Introduction

4. Session Goals • Reach consensus on display campaign strategy for E-Commerce site launch • Leverage latest technology to increase performance and hit targets • Improve campaign efficiency • Connect with our audience through heightened relevance • Discuss execution roadmap and project plan

5. High-level Assumptions Phase 1 (April) Phase 2 (TBD) • Samsung is launching its Branded Mobile Accessories E-Commerce site across 9 APAC markets • Launch should be supported by an effective display campaign • Largely performance-based goals Malaysia Singapore Thailand Indonesia Australia Taiwan Philippines New Zealand Vietnam

6. E-Commerce Site Assumptions • We’ve made some assumptions about the E-Commerce site: • Site architecture follows the usual sitemaps associated with E-Commerce sites • Site will have a small catalog (120 SKUs) • Products on the site are focused on Samsung branded mobile accessories • Site will be localized to the different markets • E-Commerce activities spread across website, dedicated mobile site and Facebook page • Homepage/LandingPages • Homepage/LandingPages • Category Pages • Category Pages • ProductPages • Product Pages • Shopping Cart/Checkout • Shopping Cart/Checkout • Order Confirmation • Order Confirmation

7. Campaign Recommendations

8. Start with an End-to-End Retargeting Campaign • General Site Visitors:Users who browse/engage,but do not shop • CREATIVE STRATEGY PER SEGMENT: • General Site Visitors: Showcase bestselling Samsung products. Optimize on best product/creative Category Browsers:Users who show anaffinity towards a certainproduct category • Category Browsers: Showcase newest or most popular items from that category • Product Browsers: Entice users to return to the site and complete their purchase • Product Browsers:Users who have shown interest in a specific product/set of products, or who abandon cart • Owners: Showcase complementary Samsung accessories to complement existing purchase Can we leverage 1st party user data (i.e. user’s mobile device) for smarter retargeting? • Owners:Users who have purchasedan accessory

9. 300x250 creative showcasing Samsung flip cover Sample Creative for Single-Product Creative 300x250 creative showcasing same Samsung flip cover, different layout/background • Whenever possible, optimize across a variety of single-product creative 300x250 creative showcasing same Samsung flip cover, different call to action and offer Original Different layout and background Different call to actionand offer Different product shot 300x250 creative showcasing same Samsung flip cover, different product image

10. Multi-Product Creative • Merchandise your products differently per audience through rich multi-product creative experiences Blue Tooth Headset Catalog Purchase page, desktop dock purchased

11. Prospecting Campaign Should Complement the Effort • Apply multivariate optimization on your prospecting campaign to make sure the best creative is driving users down the purchase funnel

12. Localize the Campaign • Localization is more than translation… Samsung SMART CAMERA NX แบ่งปันความสมบูรณ์แบบในทุกรายละเอียด Samsung SMART CAMERA NX Memberikan Kesempurnaan DalamSetiap Detail Samsung SMART CAMERA NX Share perfection of every detail English Thai Indonesian • Localization involves showcasing the right products that are regional favorites Singapore favorites Malaysia favorites Thai favorites

13. Execution

14. 5 Steps to Execute • Planning and Concepting • Prioritize major tasks for early action • Build the FlexibleTemplate • Formulate the Media Plan • Traffic, QA and Launch Step1 Step2 Step3 Step4 Step5

15. Planning & Concepting • Finalize creative concepts for each audience (retargeted and prospecting) • Assess creative elements for optimization • Finalize business rules around retargeting and product curation • Who will manage which products are featured, and how will it be managed? • Finalize media strategy • What additional prospecting via Audience/Exchange buy could help? • What performance goals do we have? • What types of metrics and analysis will we need to assess the success of the campaign? Step1 Step2 Step3 Step4 Step5

16. Major Tasks: Site Tagging Step1 Step2 Step3 Step4 Step5 • Installing Conversion, Retargeting and 3rd Party Tags on all your properties can be a time-consuming task • Recommendation:Start tagging your site as early as possible for all markets • Problem persists – when new campaign requirements arise, new tags may result in further delays • Recommendation:Leverage a campaign tag management solution such as VersaTag, to reduce reliance on Web Team • Future Samsung Mobile pages in SIngapore • Samsung Mobile pages in SIngapore • Samsung Mobile pages in Malaysia

17. Major Tasks: Merchandising Strategy & Tools Step1 Step2 Step3 Step4 Step5 • Bestselling, most popular, featured products, etc… will change over time – will this be managed via Excel of XML? • New products get introduced all the time – having one person manage this thru Excel will work at the start, but may not scale over time • Recommendation: Websites often have this as part of their product data – invest in an XML Feed linked from a product database to automate your merchandising strategy

18. Major Tasks: Merchandising Strategy & Tools Step1 Step2 Step3 Step4 Step5 • Managing creative versions with Excel is easy

19. Build the Flexible Template Step1 Step2 Step3 Step4 Step5 Decide on the Elements from our creative concepts Recommendation:Leverage Smart Versioning to build extremely flexible templates to last your whole campaign – no need to re-traffic

20. Templates should be made extremely flexible to handle a variety of unexpected variations to the creative easily Build the Flexible Template Step1 Step2 Step3 Step4 Step5 • Dynamic elements: • Product Name • Product Image • Product Copy • Offer • Call 2 Action • Buffer Image • Buffer Messaging Template 1 Template 2 Template 3

21. Formulate the Media Plan Step1 Step2 Step3 Step4 Step5 • Always start off with a goal for your DSP buys. • Goals can be expressed in terms of CPM, CPC or CPA • This ensures that the media team can always be driving towards a metric to try to beat it. • Be flexible! Even if the goal is expressed in one way (say CPC), value can still be derived from other inventory types (say CPM inventory). • Recommendation:Ensure that the Retargeting Tags are in place at least 2 weeks before campaign launch • This ensures that your retargeting pools are a decent size by campaign launch

22. Traffic, QA and Launch Step1 Step2 Step3 Step4 Step5 Traffic Preview and Approve Versions Create the Versions 1 2 3 4 Create Target Audiences vs.

23. The Creative Agency’s Role Step1 Step2 Step3 Step4 Step5 • Build and upload the flexible dynamic creative • Upload any related image assets into the system • Ensure all product images are to-spec • Build all the creative permutations through Excel or XML • Rapidly QA different creative variations • Enable and disable versions during creative refreshes • Keep the ad fresh by dynamically changing the ad’s smart elements

24. The Media Agency’s Role Step1 Step2 Step3 Step4 Step5 • Configure rotation and optimization criteria, and any other advertiser rules • Set up Clickthru URLs and 3rdParty Tracking quickly and easily • Verify relationship of targeted audience to each creative • Test all conversion and tracking elements, ensure metrics are properly collected • Traffick the dynamic creative

25. The Advertiser’s Role Step1 Step2 Step3 Step4 Step5 • Assist in providing product images for the creative (preferably to spec) • Speedily review and approve creative versions for launch or other creative refreshes • Assist the teams in obtaining the data that fuel the campaign

26. Post-Launch

27. Analyze and Learn • Recommendation: Pull the learnings around your creative performance to seed ideas on what worked/what didn’t work for the next major creative refresh • Set a calendar for major creative concept updates to avoid creative burnout • Which products and offers worked for each market? • How can we improve on our current campaign • Healthy campaigns constantly experiment, learn and improve

28. Analyze and Learn • What can we learn if the best performing creative are below: • And the poorest performing creative are below:

29. Implementation Timeline June April May March 3/11 Planning 4/8 Site Tagging Extend XML 4/8 Build XML QA Smart Creative against different locales 3/29 Design and Build Smart Creative 3/29 Formulate Media Plan Extend Media Plan Traffic Traffic 4/19 QA QA 4/25 QA Phase 1 Phase 2 Phase I Launch April 26 Phase 2 Launch

30. Recap of the 5 Steps • Planning and Concepting • Prioritize major tasks for early action • Build the FlexibleTemplate • Formulate the Media Plan • Traffic, QA and Launch Step1 Step2 Step3 Step4 Step5

31. Personalizing and localizing creative is good because it adds relevance • Make sure you to retargeting users throughout the entire purchase funnel with the most relevant creative • Feed the purchase funnel by retargeting across all digital properties and through an independent prospecting campaign • Optimize your creative to make sure you’re constantly leading with your best one – sometimes we can’t second-guess our audience’s tastes • Constantly experiment with your creative and learn what works and what doesn’t Conclusion • Personalizing and localizing creative is good because it adds relevance • Make sure you to retargeting users throughout the entire purchase funnelwith the most relevant creative • Feed the purchase funnel by retargeting across all digital properties and through an independent prospecting campaign • Optimize your creative to make sure you’re constantly leading with your best one – sometimes we can’t second-guess our audience’s tastes • Constantly experimentwith your creative and learn what works and what doesn’t

32. Thank You!