TubeMogul - Building Brands in a Digital World

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

2

The Purchase Funnel

3

The Vehicle for Mass Awareness

4

5

Brand Advertising Used to Be Simple

Now Brand Advertising Getting Complicated

6

7

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

13

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.

16

“Software is Eating the World…

MARC ANDREESEN

…Software is Eating Media Buying.”

17

What does Programmatic mean?

What does Programmatic Branding mean?

18

Programmatic Brand Marketing Platform

19

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

24

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.