1. The Dynamic Marketing Company V 1.1 PERSONALISED DYNAMIC MARKETING Version 1.0 The Dynamic Marketing Company

2. Combining real-time consumer data, specialist technology and big data expertise to understand your customers, address the whole customer journey and deliver relevant, personalised messages to any digital device. Oliver Chapman Deputy Managing Director Crimtan UK Robert Webster Chief Strategy Officer Crimtan DYNAMIC MARKETING PLATFORM

3. WORKHOME TRAVELING WHERE CONSUMERS DECIDE AND ADS CAN INFLUENCE Need to buy data across desktop, laptop, tablet and mobile CAFE Have to reach users wherever they are situated Creative build and message delivery must work across all devices EMERGING DEVICES

4. ABOUT PROGRAMMATIC Allows you to easily buy individual users not mass media Analyse context, see viewer profile, evaluate opportunity and serve best creative in under 200 milliseconds! Start thinking about relevant conversations with individuals – not one message for all Two main uses RetargetingProspecting Key technology Dynamic creative Build ad content on the fly using user data to determine content Most of you doing this – but how many segmenting audiences? Hardly any of you doing this – few companies have the technology A DYNAMIC INDUSTRY NEEDS DYNAMIC MARKETING Programmatic is important to travel because it is highly transactional and data rich - every individual has a different travel profile. Time of year (Summer hol, winter hol, All year w/e breaks) Status (single, Family, Business) Travel class (economy, First) Trip length (weekend, short stay, fortnight holiday) Travel method (train, plane) Destination type (UK, Europe, Long haul)

5. DATA DRIVEN TARGETING | Finding new, in-market customers Real-time Decisions Geolocation Location by town, city, postcode, lat/long In-Market Audience Lifestyle and purchase intent Demographic Age, gender, socio-economic group Weather Actual conditions at user’s location Contextual & Microsites Unique data and inventory Device & Situational At home, at work or on the move Language & Nationality Local languages and customs Products & Promotions Specific messaging and relevancy Temporal Time of day and day of week Lookalikes Custom ID created from conversion data

6. Cookie ID #26c57bf752 Cookie ID #29a53bf245 SUPER SNOWBOARDING Perfect powder for experts and beginners GOTRAVEL 1. Identify Prospecting Customer2. DMP Establishes User Profile3. DSP Delivers Relevant Creative Gender Female Age 18-24 Income Low User Location Croydon Interest & Intent Segments Travel, Active Youth, Photography Life stage At college, university STUDENT BACKPACKING Great times in great destinations GOTRAVEL Gender Male Age 25-34 Income Medium User Location Nottingham Interest & Intent Segments Travel, Sport, Health & Fitness Life stage Leaving the nest ADVENTURE HOLIDAYS DYNAMIC CREATIVE | Personalising the message ADVENTURE HOLIDAYS

7. ADVENTUROUS EXPLORER LOOKING FOR EXOTIC HOLIDAY DESTINATIONS DATA TOUCH POINTS INCLUDE Colourful world imagery New cultures Exotic locations Far Eastern destinations Likes to book well in advance

8. RETREAT THIS WEEKEND FIND FUN WITH THE FAMILY RELAX IN LOCAL COMFORT DINE OUT IN A NEW CITY EXPLORE THE FAR EAST £100 DISCOUNT FOR OVER 60S KIDS GO FREE £50 TO SPEND IN HOTEL FREE EVENING MEALS FREE BREAKFAST 20% OFF EARLY BOOKINGS Pull relevant image Add relevant message Add relevant offer 1 2 3

10. CLIENT Address Age Gender Online Purchase History Offline Purchase History PARTNER Lifestyle segment Purchase Intent Demographic Location & Device Work/Home 1st Party Data2nd & 3 rd Party Data Secure, Protected Data Environment ADVERTISER & MARKET DATA # User data held by site owner User data held by Crimtan ONLY USED FOR CLIENT’S CAMPAIGNS

11. LEAST VALUABLE MOST VALUABLE RECENCY FREQUENCY RECENT MANY VISITS LAPSED ONE VISIT ALL VISITORS ARE NOT EQUAL HOME CHECKOUT PRODUCT BASKET CATEGORY

12. 1 Landing page only Tactical Message Offer Led CTA StrategyMessage 2 Engaged Prospects 3 Product Viewers 4 Recently Dropped Baskets 5 Customer Management ValueFrequency Tactical Message Product Focused CTA Product Led / Dynamic Product Focused CTA Basket Contents / Dynamic Discount CTA Cross-sell & Up-sell / Dynamic Loyalty Led CTA LOW VALUE MEDIUM VALUE HIGH VALUE HIGHEST VALUE HIGH VALUE DIFFERENT STROKES FOR DIFFERENT FOLKS

13. 2 Landing Page only & Engaged Prospects 1 3 Product Viewers 4 Recently Dropped Baskets 5 Customer Management SOME PERSONALISED RETARGETING TACTICS Low user data = generic message More visitor data means more relevant content

14. Amplify offline media activity with an integrated digital campaign Geolocation, Time, Situation & Custom Data Overlays SYNC ONLINE CAMPAIGNS WITH OFFLINE MEDIA