The right ad to the right audience The

The right ad to the right audience The new generation of digital advertising technologies are already here Jerome Grateau Head of Media Platforms, Southern & Eastern Europe, Middle East and Africa Google Confidential and Proprietary

We are just at the beginning… TV Internet Radio Tech Content Users 2010 1990 1941 1927 1922 1895 1836 1450 Print Advertising Google Confidential and Proprietary

1959 Barbie Doll ad Google Confidential and Proprietary

… and complexity will increase significantly A growing audience More websites More channels/forma t More data Google Confidential and Proprietary 4

The goal is still the same Find the right audience Deliver the right ad Google Confidential and Proprietary 5

Google vision for Display advertising Simplify Integrated platform for greater efficiency Performance Tools to improve advertiser performance Open Provide open access to the industry Google Confidential and Proprietary

DFA an integrated Buy Side solution already available Ad Planner New DFA / Re-targeting Planning DFA Analytics Measurement Integrated Workflow Buying Creative Double. Click Studio Google Confidential and Proprietary 7

Efficient campaign management and reliable data to analyse with Third Party adserving Planning Less time wasted Measure Buying • Manage the campaign workflow from start to finish • Manage the trafficking to all sites in your media buy Creative • Access a central repository for creative assets • One system to serve up your rich media and video ads Numbers you can trust • Consistent counting methodology (IAB, MRC compliant) for all third party ads served through DART • Consistent reporting with DENT/DFP sites • Standard reports across ad served display and search creatives Google Confidential and Proprietary 8

Measure post-impression and post-click results from campaigns Spotlight Tag Track Conversions on Your Ad Campaigns Define what a conversion means to you — a sale, download, filling out a form, etc. Floodlight Tag One Tag to Aggregate All Tags Update your tags without the hassle of changing your landing page code Google Confidential and Proprietary 9

Improve the ROI of your campaign with sitedriven re-targeting 1 I click on an ad for Estee Lauder Sensuous 2 Differentiate customers from prospects I get to the website but I don’t buy anything Deliver different ads based on past browsing behavior Increase the likelihood for conversions and reduce 4 wasted media spend 3 My cookie ID is stored on a re-targeting list within DFA I am served an ad with an incentive on the next exposure Google Confidential and Proprietary 10

Get a detailed and yet easy-to-understand view of the results of your campaigns Google Confidential and Proprietary 11

Create engagement with Rich Media format, leveraging social dimension Volvo - You. Tube expandable Masthead with Facebook share & Live Twitter feed – 24 hr takeover 38 M impressions 8. 66% interaction rate 17, 000 hours of brand engagement in 24 hours You. Tube viewers who were exposed to the ad were • 16 x more likely to view Volvo content on You. Tube • 11 x more likely to visit the Volvo website • 7 x more likely to conduct a Volvo branded query on a search engine Google Confidential and Proprietary 12

Data-driven new Creative approach Double. Click Ad Planner Double. Click for Advertisers Planning DFA Analytics Measurement Integrated Workflow Buying Creative Double. Click Studio Google Confidential and Proprietary 13

Dynamic Ads of tomorrow - intelligent Ads from Teracent • Ads dynamically assembled on the fly according to user profile, media or BT data • Powered by real time performance optimization and insights engine delivering faster results & learning Google Confidential and Proprietary 14

Big performance with remarketing Challenge: ROI was unprofitable and they were overpaying for certain users Solution: Dynamic ads and data optimisation improves relevance with remarketing Visit Site Before After Search for travel… Simple site remarketing One-size fits all image and message Exit to generic landing page CTR: 651% Increase Cost Per Transaction: 79% Decrease Transaction Volume: 230% Increase Earnings: 133% Increase Google Confidential and Proprietary

Online Video…more than an extension of TV Google Confidential and Proprietary 16

Data-driven audience buying Double. Click Ad Planner Double. Click for Advertisers Planning DFA Analytics Measurement Integrated Workflow Buying Creative Double. Click Studio Google Confidential and Proprietary 17

Ad Exchange: An open, real-time auction Networks Liquidity Publisher 1 Real-time bidding Publisher 2 + Targeting Sellers Agency Holding Cos + Access Sellers Buyers Large unique reach multiple criteria Ad. Words • • Targeting Restrictions Creative Max CPM bid Ad. Sense • Min CPM • Branding • Restrictions Google Confidential and Proprietary 18

You can also leverage Google Display Network’s toolkit GDN Data Targeting Optimization Google Interest categories or your own remarketing list Google targeting suite: contextual, placement, etc Google optimization (conversion optimizer, etc) Google Confidential and Proprietary 19