1 HOW AND WHY CONSUMER-FIRST TRUMPS MOBILE-FIRST JUNE 07, 2015

2 INTRODUCTIONS CHRISTINE DILANDRO SVP, Head of Cards Media and Integrated Marketing CITI JEREMY LOCKHORN VP, Emerging Media + Mobile Lead, North America RAZORFISH

3 LEVEL SETTING

4 “Mobile first” was born as a user experience/design philosophy

5 it means designing an experience for mobile before designing for desktop – or any other device

6 At first, it was a very polarizing idea

7 7 But today, mobile first is undeniably important 7 Billion phones on the planet 55% Of time spent online is on a mobile device 70% Of first time internet users in China access via mobile 65% Of time spent on social happens on a mobile device 60% Of time spent on retail sites comes from a mobile device ENORMOUS SCALE TAKING OVER THE WEB …AND SOCIAL …AND RETAIL

8 And yet, hidden dangers persist

9 COMMON MISTAKES Investing too little in mobile Insufficient measurement strategy Treating mobile as a DR- or brand-only channel Chasing shiny objects Risk aversion Waiting for perfection

10 Taking “mobile first” too literally

11 People use an average of 5 devices to make a single purchase

12 Consumers are clearly device agnostic, suggesting that our approach should be consumer first more than mobile first

13 But at the same time, you can’t ignore the unique attributes and capabilities of the mobile channel

14 Consumer- first Mobile priority

15 MOBILE ADVERTISING: THE CITI APPROACH

16 PRINCIPLES FOR SUCCESS Know your consumer Think laterally Skate to where the puck WILL be Orchestrate interplay between channels Map KPIs to the opportunity Optimize rather than kill

17 Double Cash Thank You Retail Bank CONSUMER-FIRST LOOKS A BIT LIKE THIS… Device Agnostic Reaching consumers in contextually relevant places regardless of which device they access from Device Specific Leveraging unique characteristics of mobile that map to product features or audience insights

18 CONSUMER-CENTRIC TARGETING ACROSS DEVICES NO BOUNDERIES ON DELIVERY BY PLATFORM, PUBLISHERS SERVE THE IMPRESSION DEPENDING ON WHERE THE CONSUMER CHOOSES TO ENGAGE WITH US Double Cash Video cross-screen household targeting – build user frequency across multiple devices in the household Thank You Retail Bank Activity-based messaging – tailor dining and entertainment messaging to users based on screen-agnostic behavior Localized content alignment – gain scale and efficiency while aligning with local sites via desktop and mobile media

19 DEVICE AGNOSTIC Alt version of previous slide No boundaries on delivery by platform, allowing the consumer to choose how to engage with us

20 THE CITI DOUBLE CASH CARD PRODUCT The Double Cash card offers a very unique benefit—cash back when you spend and when you pay your bill with no limits. MOBILE-SPECIFIC OPPORTUNITY For this family and home-centric audience, mobile provides important utility for managing their life as well as an entertaining escape. Image is temporary – art can be found herehere Image is temporary – art can be found herehere

21 MOMENT OF OPPORTUNITY: FAMILY TV NIGHT

22 ACR Recognizes SpotAnd delivers sync’d ads to other devices

23 CITI RETAIL BANK PRODUCT The Citi retail bank footprint is focused on key metropolitan markets. MOBILE-SPECIFIC OPPORTUNITY Increase awareness by punching above our weight and address market nuances

24 First party visitation data Location-based search Geo-fencing Punching above our weight

25 First party visitation data Location-based search Geo-fencing High-impact local messaging Market-specific interest targeting Address market nuances Punching above our weight

26 THANKYOU CARD PRODUCT The Citi ThankYou Card is a rewards credit card offering 2X points and unique access in the categories of dining and entertainment. MOBILE-SPECIFIC OPPORTUNITY Mobile is uniquely able to be contextually and locally relevant at the moment of truth. Image is temporary – can we find a better one?

27 Targeting the mobile tools people use to make dining & entertainment purchase decisions

28 Location targeting dining & entertainment venues

29 Double Cash Thank You Retail Bank CONSUMER-FIRST LOOKS A BIT LIKE THIS… Device Agnostic Reaching consumers in contextually relevant places regardless of which device they access from Device Specific Multi-screen surround Local + contextual at moment of truth Punching above our weight + addressing market nuances

30 THANK YOU