1. Jeep
February 2013

2. Agenda
+ What We Do
+ How We Do It
+ Why Sojern
+ Audience Insights
+ Solutions
+ Case Studies
+ Recommendations
2

3. Overview
3

4. Data-Driven Marketing
Locate Audience
Bid On Inventory
Identify Audience
Serve Ads
We locate your audience
on websites they visit
using anonymous cookie
data.
We collect, curate, and
score search, purchase,
check-in, and insights
data from partners to
identify the right audience
for each marketer’s
needs.
We use powerful
technology to bid on ad
inventory across 95% of
sites on the web in
milliseconds, ensuring you
reach your audience.
We serve your ad across
multiple channels, getting
your message to your
audience in all the ways
they prefer to engage.
Continual Optimization with our Machine-Learning Technology
Right Message + Right Format + Right Traveler + Right Time
4

5. Data Activation Across Channels
Real Time Display
On Site
– Site merchandising
– Upsell/cross-sell
Boarding Pass
– Print and online
– Pre-travel offerings
– Local & national
Traveler
DNA
– Mass reach
– Immediate exposure
Facebook Exchange
– Key inventory source
– High engagement
Real-Time Video
– High relevance
– Experiential/rich
5

6. Why Sojern?
Travel
Technology
Team
PLATFORM
TRAVEL & ONLINE MEDIA
We have helped 500+ of
the world’s top travel
companies reach,
convert, and retain
customers.
100MM+ traveler profiles,
billions of data points, and
a powerful platform enable
us to capture, curate, and
activate for optimal
results.
Our team of travel and
online media veterans has
successfully guided
thousands of campaigns
for brands.
EXPERTISE
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7. Who We Work With
Partnerships with 500+ Top Global Brands
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8. What Our Partners Say
“We wanted to focus on the kind of traveler who would need Samsonite’s products, and Sojern
helped us reach our target travel audience to drive cost-effective sales and build brand awareness.”
Stephanie Goldman, Director, Marketing Communications, Samsonite
“Running a destination-specific ad with Sojern was so successful we expanded the campaign to other
U.S. and international destinations. Sojern helped us drive bookings more efficiently and effectively,
changing the way we’re doing our marketing.”
Kurien Jacob, Senior VP, Revenue Management, Highgate Hotels
“Sojern’s audience targeting capabilities and high-quality data provided the deep insights we needed.
They helped us identify the right audiences at the moment they started to plan
a vacation, and then delivered the most relevant message to them. Sojern was one of our topperforming partners and a great team to work with.”
Katy Peterson, Consumer Marketing Manager, Montana CVB
“We look to Sojern to provide actual bookings at a cost that’s lower than OTAs, and they deliver on
that every time.”
Joan Evelyn Lee, Director, Revenue Optimization, Travel Tripper
8

9. An Affluent Audience
Sojern is more likely than the average website to have (index)…
comScore Audience
Sojern
Frequently advises others on travel
186
Search daily for world national local news (last 30 days)
232
Spent $500+ on men’s clothing (last 6 months)
161
Spent $2500+ online ( last 6 months)
249
Spent $500+ on women’s clothing (last 6 months)
199
Annual budget for business purchases is $100K+
260
Beach, cruise, golf, or theme park vacation (last 12 months)
128
Spent $50-99 (last 30 days)
291
Consumed wine (last 30 days)
174
Note: Sojern index data is based on implemented airlines (comScore February 2011)
Note: Sojern index data is based on implemented airlines (comScore February 2011)
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10. Solutions
10

11. What Is Programmatic Buying?
Key Benefits & Features
+
Allows 1:1 conversation
with your
audience, enriching user
experience and
engagement
+
Optimize your campaign
messaging and creative in
real-time, ensuring the right
message reaches the right
person at the right time
+
Engage with your audience
across multiple channels
through a single platform
Key Benefits & Features
+ Programmatic buying is the automation of the purchasing of
granular, individual buys across all forms of media at scale. Thousands
of variables can be tested in mere seconds, and 5x–6x ROI
improvements are possible.
Consumer
Campaign
Creative
Learn and optimize
from real-time
insights
Compare metrics
of different tactics
Know what
message works the
best
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12. How Programmatic Buying aka Real-Time Bidding
(RTB) Works via Sojern
1. We identify,
score/evaluate, and
locate online audiences
to meet each campaign
objective.
2. Our powerful
platform bids on ad
inventory across 95%
of sites on the web in
milliseconds, ensuring
you reach your
audience.
3. Ad inventory is
secured, putting your
ad in front of your
audience at the optimal
cost.
4. Getting your ad in
front of the right
audience in the right
places at the right times
increases brand
awareness, conversio
ns, and loyalty.
12

13. Facebook Exchange
+
Key Benefits & Features
User browses
online for a
business trip
User sees
ad for a printer
+ Expand your reach to Facebook’s more than one billion users through
the Facebook Exchange (FBX) to maximize conversions. FBX campaigns
have been shown to generate 10x–20x ROI for brands.
1/7
Per month spent
on Facebook alone
+
User Privacy Protection
6+ hrs 58%
People are on
Facebook right now
+ Quick & Easy reach to
+ Expand your Set-Up
Facebook’s more than one
billion users through
+ Personalized Creative the
Facebook Exchange (FBX)
to maximize conversions.
+ Optimized Performance
FBX campaigns have been
shown to generate 10x–20x
+ Expert Account Team
ROI for brands.
Users return daily
13

14. FBX Sample Ad Placement
14

15. Video
+
Key Benefits & Features
Watch the commercial
+ Access key travel audiences across 10,000+ video sites and engage
travelers as soon as they have shown intent. With 52% of the U.S.
population watching video online, expand reach and drive high-impact
brand engagement across top video content publishers.
+ Targeted ads based on
+ Access key travel
audiences across 10,000+
specific intent actions
video sites and engage
travelers as soon as they
+ Raises brandintent. With
have shown perception
52% of the U.S.
and awareness
population watching video
online, expand reach and
+ Brand-safe verification
drive high-impact brand
providers
engagement across top
video content publishers.
+
4.7B
11.3B 38.7B
View impressions per
month
Ad views in the
month
of December alone
Deep audience
engagement pre-roll, midroll, or post-roll
Online content videos
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16. Boarding Pass Products
Online Boarding Pass
Printed Boarding Pass
Sojern’s Boarding Pass Products are powerful contextually targeted ad products displayed to
travelers up to 24 hours in advance of their trip. The Boarding Pass Products combine useful
content, relevant targeted offers, and unique utility to drive incredible user engagement.
16

17. Printed Boarding Pass
High-Impact, Contextually Targeted Opportunities
Affluent audience prints 24
hours prior to flight.
+
Targeting includes:
+ Origination/destination
+ Dates of travel
+ Service class
+ Travel type
+ Gender
+ Display ad units: 300x250
or 300x500
Highly captive audience views
the printed boarding pass an
average of 5 times.
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18. Online Boarding Pass
High-Impact, Contextually Targeted Opportunities
Affluent audience views 24
hours prior to flight.
Targeting includes:
+ Origination/destination
+ Dates of travel
+ Service class
+ Travel type
+ Gender
+ Display ad units:300x250
or 300x600
+ Video or interactive flash
Highly captive audience views
the online boarding pass for an
average of 4 minutes.
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19. Boarding Pass Takeover
+
Key Benefits & Features
+
+
+ Create a strong brand impact with a unique and customized
experience. Sojern offers a full takeover of the online boarding pass with
high-engagement video and wallpaper background for optimal brand
exposure.
Createspecific audiences
Target a strong brand
impact with a unique and
for optimal efficiency and
customized experience.
performance.
Sojern offers a full takeover
of the online boarding pass
with high-engagementas
Reach key audiences
video as intent is
soon and wallpaper
background for optimal
known, increasing
brand exposure.
receptiveness.
+
Sojern is the only company
to offer advertisements on
airline boarding passes.
+
Customize messaging to
the right person, at the right
time.
87M 152M 580M
Online check-in
sessions
Boarding passes
available for print
Estimated boarding
pass display
impressions served
19

20. Microsoft Boarding Pass Takeover
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21. Porsche Boarding Pass Takeover
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22. Case Studies
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23. Montana Case Study
Results
+
Overall 2012 campaign CTR
performance was 64% better
than the established campaign
goal.
+
Travelers exposed to
Montana’s brand marketing
message delivered by Sojern
showed a 14% increase in
flight bookings to Montana
airports compared to a portion
of the same audience that was
not shown the ads.
+
Optimized summer campaign
produced 145% increase in
CTR compared to winter
campaign, proving that
continuous optimization is a key
performance driver in
behavioral targeting
campaigns.
Objective
+ Expand awareness and drive qualified traffic to visitmt.com website.
+ Increase visitors to Montana and the various destinations within the state.
+ Engage in-market travelers in Montana’s key feeder markets to keep
Montana top of mind as trips are being researched and planned.
23

24. Premium Hotel Client Case Study
Results
+
Lower CPA by 3 – 4x
through continual campaign
optimization.
+
Decrease CPM from prior
year by 17%.
+
Focus on “when” the
traveler was most likely to
book, instead of the “who”.
Objective
+ Lower CPA across all hotel brands.
+ Target customized ads relevant to consumers’ travel intent.
+ Drive bookings at a cost lower than other custom programs.
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25. Samsonite Case Study
Results
+
+
Objective
+ Samsonite needed to create an impactful campaign to drive traffic to
shop.samsonite.com and deliver both online and offline sales. With
Sojern’s unique boarding pass and audience targeting
solutions, Samsonite took their campaign performance and ROI to a new
level.
Achieved highest rate of
conversions and the highest
ROI, delivering 5x sales
volume vs. other vendors
Attained a high CTR of
.34%, driving site traffic
substantially above the
volume seen in less
targeted campaigns
+
Reached and engaged
50MM active travelers who
matched Samsonite’s target
market
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26. Recommendation
Budget
+ $50K Budget
Targeting
+
+
+
+
Contextual
Premium Travelers across Business and Leisure Segments
Sojern Traveler Platform
Premium Travelers
Creative Size
+
+
+
+
Boarding Pass
300x600, 425x200, 740x600
STP
300x250, 160x600, 728x90
Success Metric
+ Full targeted impression delivery
+ Brand awareness
+ Response rates and interactions: Clicks, CTR
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27. Thank You!
+ Halina Borzecki
Regional Sales Director, Brand Solutions
E halina.borzecki@sojern.com
P 630.669.3322
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