VivaKi Innovations Director Beth Doyle and Spark Digital Activation Director Kristin Haarlow presentation titled " How the Power of Choice Drives Results." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.

1. How the Power
of Choice Drives
Results
Beth Doyle Kristin Haarlow
Innovations Director Digital Activation Director
VivaKi Spark
© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

2. 2
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3. Pool as in Sharing
The more we share, the faster we learn
and keep up with changes in consumer behavior
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4. 4 years of research 6 pool lanes
in online video
122 ideas considered
388 executions tested
45,000 hours spent working with the industry
over 19 million hours spent
with over 278 million consumers 4
61
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5. So, what did we learn?
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6. People like to have a choice
“Empowering, freeing...
I was more open to the ad
that I was able to choose.”
“I think giving people an option in
viewing advertising is very clever
and an engaging way to send
messages.”
“I sent your company an email
thanking them for the option.”
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7. When they choose…
363% better
Chosen
*The Pool Lane 1 and 2 lift in top
Pre-roll Pre-rolls
of mind awareness for chosen
versus pre-roll video ads
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8. © 2012. All rights reserved. VivaKi. Proprietary and Confidential.

9. The ASq: the ad selector done smart
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10. And it works
20 months
40advertisers
202 campaigns
475 million ASq impressions
30% of viewers make a choice on premium publishers
© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

11. ASq in action
© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

12. Challenges for Spark and ConAgra
Cut through the clutter to reach
mothers of teens, ages 12-16
Position the Orville Redenbacher’s
brand as a nutritious super snack
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13. Finding the right solution
Why ASq?
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14. The Orville campaign
Three :30 ads rotated on CBS.com
between Oct. and Dec. 2011
Clear creative was used to
demonstrate the brand's benefits
and to entice viewers to choose
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15. Results show the power of choice
The act of choosing led to increases in
both behavioral and attitudinal metrics
Choice Score
Orville Redenbacher’s 18
ASq 15-Month Benchmarks 5
Lift 360%
ASq Chosen Click Through Rate
Orville Redenbacher’s 1.12%
ASq 15-Month Benchmarks 0.38%
Lift 194%
© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

16. Empower
consumers
with choice
Visit risingtidecoop.com for more information
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17. Thank You
© 2012. All rights reserved. VivaKi. Proprietary and Confidential.