This presentation on channel planning ROI is being given today April 27, 2010 at the ABA ROI Conference in Sao Paulo by Pointlogic co-founder and CEO.

1. ROI in a fragmented media world ABA ROI Conference April 27, 2010 Peter Kloprogge

3. Coupons or Price message?

4. Outdoor or Happy message

5. Television of Healthy message

6. Media or message? Modeling could show a 1.5% effect due to television Coupons Outdoor TV Price / snack Happy / fun Healthy 1.5%

7. Media or message? Or should this be contributed to the “Healthy” message? Coupons Outdoor TV Price / snack Happy / fun Healthy 1.5% 1.5%

8. Media or message? Media mix Message mix Coupons Outdoor TV Price / snack Happy / fun Healthy 1.5% 1.5%

10. Three generations of optimization Optimize Reach & Frequency Optimize ‘ Ability to influence’

11. We’re launching Compose Brazil!

13. Scope of Compose: around 30 channels Televisão Indicação de amigos, colegas, parentes Canal de Vendas na TV 'Outdoors' TV participação com celebridades Aeroporto Exposição de produto Transporte público Rádio Propaganda dentro das lojas Propaganda na Internet Jornais Sites de busca Revistas Site da web da companhia / fabricante Mala direta Redes sociais online (ex: Orkut) Revistas feitas por lojas ou marcas Portais online (ex. UOL) Encartes soltos E-mail de mala direta Celular: sms, torpedos Patrocínio de times esportivos Cinema Patrocínio de grandes eventos esportivos Amostras grátis de produtos

14. Scope of Compose: 8 drivers Preços Informações detalhadas Qualidade Influenciar meus sentimentos Passar status Conhecer pela primeira vez Motivar uma conversa Buscar informações

15. Scope of Compose: around 40 product categories Cerveja, vinho ou bebida destilada Comprou calçados Apólices de Seguros Xícara de bebida quente Comprou produtos de tratamento para cabelo ou pele Outros produtos financeiros Refrigerante ou água mineral (garrafa/galão) Comprou produtos de papel para uso doméstico (ex: rolo de papel de cozinha, guardanapos de papel) Comprou serviços educativos/auxílio de aprendizagem (cursos, livros ou revistas educativas) Leite Comprou produtos de higiene Frequentou algum evento esportivo (ex: jogo de futebol) Comprou doces, sorvetes, bolachas e outras sobremesas Plano de serviço com operadora de celular (pós pago, pré pago) Foi ao cinema Comprou comida pronta, enlatada ou congelada Provedor de serviços de acesso a Internet Alugou/comprou DVDs/vídeos Comprou lanches Comprou aparelhos eletrônicos (ex: TV, aparelho de som estéreo, tocador de mp3, computadores) Comprou brinquedos e jogos Veículos (carros, motocicletas, caminhonetes) Telefone Celular (aparelho convencional, blackberry, Iphone) Foi em restaurantes Comprou passagens aéreas (uso pessoal para lazer) Acessou alguma loja virtual na internet Comprou produtos de limpeza doméstica Comprou combustível (gasolina, álcool, diesel) ou óleo de motor Cartões de Crédito Eletrodomésticos e equipamentos de limpeza (ex: geladeira, aspirador de pó) Comprou cosméticos Contas Bancárias Foi em algum hipermercado (ex: Extra, Carrefour, Wall-Mart) Comprou jóias/relógios Financiamentos Foi em algum supermercado ou farmácia Comprou roupas

16. The ability of media to influence © Pointlogic / Compose Brazil 2010

17. The ability of media to influence © Pointlogic / Compose Brazil 2010

18. The ability of media to influence © Pointlogic / Compose Brazil 2010

19. The ability of media to influence © Pointlogic / Compose Brazil 2010

20. What’s important to consumers © Pointlogic / Compose Brazil 2010

21. Compose Case Study Using Compose USA 2010

23. Product category

24. Consumer tasks

25. Ranking Price

26. Overall ranking

28. Optimized plan

29. Last Year’s Plan

30. Optimized

31. Reach versus influential reach © Pointlogic / Compose USA 2010 The mixed media plan is based on 50% TV, 30% Newspapers and 20% Radio

32. Three generations Optimize Reach & Frequency Optimize ‘ Ability to influence’ Optimize Brand ROI

34. Managing ROI The six ingredients you need to cover

35. 1 How will brand perceptions affect market share?

36. How will brand perceptions affect market share? What is important to consumers? What is their perception of your brand? What are they hearing and where? Which brands are they buying? We need to know what consumers think of your brand and your competitors We need to know which purchase stimulators sells in your category Mathematical models link the perceptions to brand preference We need to know where consumers see you and what they’re hearing

39. 2 How to brief creative and media based on brand strategy?

40. Consumer centric approach to the brand’s landscape What happens when what‘s important changes?

41. Consumer centric approach to the brand’s landscape What happens when brand perceptions change?

42. Consumer centric approach to the media landscape

43. The results can be used to create first media plans

44. Optimizing the upper funnel The results can be used to create first media plans

45. The results can be used to create first media plans Optimizing the lower funnel

46. 3 How will creative + channel influence perceptions?

48. Result: Campaign with high synergy Together with our partner OTX (recently acquired by Ipsos), we test creative copy within the setting of the overall campaign. © OTX / MediaCEP™

49. 4 How to optimize a media plan based on actual creative material?

50. The ability of media to influence Perhaps radio doesn’t influence perception of price

51. The ability of media to influence Or perhaps TV and Cinema gets a boost when used together

52. With data from cross-media copy testing, the planner will add reports to understand synergetic effects.

53. 5 What did the advertising budget deliver in return?

54. The econometric modeling allows for closing the ROI loop. What are the brand effects for a certain communication plan.

55. 6 How to connect the dots?

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