1. Multicultural Creative Case Study Town Hall May 27, 2015 #iabmulticultural IAB Multicultural Council 1

2. Creative Case Study Town Hall IAB Multicultural Council presents Moderator Jessica Ramirez, Manager of Industry Initiatives, IAB Hosted by Multicultural Council Co-Chairs Borja Perez, SVP Telemundo Digital Media & Social Media, NBCUniversal, Inc. Liz Blacker, EVP, US Hispanic Strategy & Sales, iHeartMedia, Inc. Presenters Max Kelerstein Digital & Social Marketing Verizon Juana Guichardo Director of Sales Briabe Mobile Matt Levine Director of Strategy & Business Development Briabe Mobile Francesca Pujals Consumer Insights & Research Lead Google Heather Conneely US Business Lead Facebook Greg Knipp CEO Dieste

3. Agenda IAB Multicultural Creative Case Study Town Hall TopicSpeaker(s) State of Multicultural Audiences Data & Research Carl Kalapesi, Vice President of Industry Initiatives, IAB Francesca Pujals – Consumer Insights & Research Lead, Google Case Studies: Facebook & Verizon “Scoring Big During World Cup 2014” Briabe Mobile “The Home Depot: Retool your School” Dieste “Nueva Latina Movement” (P&G Orgullosa) Heather Conneely – US Business Lead, Facebook Max Kelerstein – Digital and Social Marketing, Verizon Juana Guichardo – Director of Sales, Briabe Mobile Matt Levine – Director of Strategy & Business Development, Briabe Mobile Greg Knipp – CEO, Dieste MIXX Awards - Value of Digital Campaign Recognition Jessica Ramírez – Manager of Industry Initiatives, IAB IAB Research & Upcoming Projects Jessica Ramírez – Manager of Industry Initiatives, IAB

4. State of Multicultural Audiences Data and Research

5. The U.S. Multicultural population is large and growing… 5 Over the course of the next five decades, the country will become a much different place *Notes: 1. Hispanic origin is considered an ethnicity, not a race. Hispanics may be of any race. 2. The sum of the five race groups adds up to more than the total population and 100%, because individuals may report more than one race. Population by Race and Hispanic Origin in the U.S.* Source: U.S. Census Bureau, 2014 National Projections sourced from http://adage.com/article/news/multicultural-consumers-numbers/297869/http://adage.com/article/news/multicultural-consumers-numbers/297869/

6. Multicultural purchasing power has grown, and is likely to keep growing… 6 Source: Selig Center for Economic Growth, US Census Bureau as cited in Nielsen’s “The Multicultural Edge: Rising Super Consumers,” March 2015

7. Yet, marketers are not sure what works “While 84 percent of Marketers believe Multicultural marketing is ‘critical to my business,’ almost 40 percent said they don’t know the financial value of Multicultural groups to their companies.” 7 Source: 1+1=3, Dieste, 2014

8. 8 Multiculturals are heavy mobile consumers… But are also highly dependent on smartphones for access to digital content % who have a smartphone and… Source: Combined analysis of Pew Research Center surveys conducted December 4-7 and 18- 21, 2014. Pew Research Center. http://www.pewinternet.org/files/2015/03/PI_Smartp hones_0401151.pdf http://www.pewinternet.org/files/2015/03/PI_Smartp hones_0401151.pdf Smartphone Ownership White, non-Hispanic61% Black, non-Hispanic70% Hispanic71% Source: Pew Research Center American Trends Panel survey, October 3-27 2014. *”Smartphone dependent” users are those who own a smartphone but have no broadband at home, and have limited access options beyond their cell phone. Do not have broadband at home Have few access options other than cell phone Total "Smartphone- Dependent"* All adults10%15%7% Male10125 Female11188 18-29202515 30-4911166 50-646114 65+472 White, non-Hispanic7124 Black, non-Hispanic211912 Hispanic172313 Black (non-Hispanic) and Hispanic adults who have no broadband at home, and limited access options other than their cell phone, are highly dependent on smartphones for digital content

9. 9 And heavy social users who over-index on most social media mobile apps 3.7 AVG MINS8.1 AVG MINS7.0 AVG MINS7.8 AVG MINS6.6 AVG MINS8.7 AVG MINS Source: Nielsen EMM and Nielsen Homescan CPG for the period of May 1-21, 2014 *Indexed to Non Multicultural users 100 = Non Multicultural Users

10. iab.net/mixxawards IAB MIXX Awards

11. OPEN FOR ENTRIES! 11 2015 IAB MIXX Awards Eligibility: Any interactive marketing or advertising execution that ran between April 1, 2014 – March 31, 2015. Work created or executed in any country is eligible. Final Entry Deadline: Friday, June 26, 2015 Entrants can submit into as many categories as they like, and submit multiple entries for each category iab.net/mixxawards

12. Entry Categories 12 2015 IAB MIXX Awards Strategies & Objectives Brand Awareness and Positioning Branded Content Product Launch Social Digital Video Multicultural Public Service/Brand Citizenship Tools, Tactics, & Platforms Brand Destination Site Digital Audio Display Ad – Custom Interactive Out-of-Home Location-Based Advertising Games Mobile Brand Destination Other categories Go to www.iab.net/mixxawards/entry_categories for the full list of categorieswww.iab.net/mixxawards/entry_categories

13. What it Takes to Win 13 2015 IAB MIXX Awards iab.net/mixxawards A Story of Work That Works Big ideas, executed brilliantly Campaigns that leverage the unique capabilities of interactive to drive impact for brands A brief that showcases What goals the work accomplished for the brand The big idea and the plan to meet the goals Proof of success – how you know it worked Who Should Enter? Creative Agencies Brand Marketers Others serving in the role of creative agency

14. For more information 14 2015 IAB MIXX Awards gina@iab.net iab.net/mixxawards Gina Imperato Executive Producer, IAB MIXX Awards @mixxawards /IAB

15. Upcoming IAB Meetings, Events & Trainings Q3 Digital Video Committee Meeting Tuesday, June 2 nd / IAB NYC Q3 Mobile Committee Meeting Friday, June 12 th / IAB NYC B2B & Native Town Hall: Pain-points and Opportunities Monday, June 15 th / IAB NYC Leading Edge of Mobile Creative Round Table Thursday, June 18 th / San Francisco, CA Digital Video: IAB Marketplace June 8, 2015 / NYC IAB MIXX Conference & Awards September 28 – 29 / NYC www.IAB.net/events_training Questions? jessica@iab.net Digital Ad Operations Certification Info Session Tuesday, June 2 nd / via Webinar Digital Media Sales Certification Info Session Thursday, June 11 th / via Webinar Digital Fundamentals Thursday, June 18 th / IAB NYC Advanced Programmatic for Buyers & Sellers Tuesday, June 23 rd / DC IAB Study Session: Digital Ad Operations Certification Thursday, June 25 th / IAB NYC

16. Recently Released IAB Research The Changing TV Experience: Attitudes and Usage Across Multiple Screens 2015 Consumer Insights on Original Digital Video Viewers 2015 Digital Video Ad Spend Study Content Revelations: Content Marketing and Original Digital Video: DigitasLBi NewFronts Event 4/30 2014 Year in Review: Digital and Mobile Usage Trends IAB/PWC Full Year 2014 Internet Ad Revenue Report and Webinar Rising Stars Ad Impact and Brand Equity: AdLab Breakfast 4/24 IAB NewFronts Insights Luncheon: AdLab Luncheon 5/6 www.IAB.net/Research Questions? Kristina@iab.net

17. Upcoming IAB Research Upcoming Research: Advanced TV Marketer Insights Study Programmatic Ad Revenue Study and Town Hall: June 2015 TV to Video Share Shift Using Real Schedules Cross Media Ad Effectiveness Study Hispanic Consumers and Digital Media Consumer Adoption and Perceptions of the Internet of Things www.IAB.net/Research Questions? Kristina@iab.net

18. THANK YOU! Moderator Jessica Ramirez, Manager of Industry Initiatives, IAB Hosted by Multicultural Council Co-Chairs Borja Perez, SVP Telemundo Digital Media & Social Media, NBCUniversal, Inc. Liz Blacker, EVP, US Hispanic Strategy & Sales, iHeartMedia, Inc. Presenters Max Kelerstein Digital & Social Marketing Verizon Juana Guichardo Director of Sales Briabe Mobile Matt Levine Director of Strategy & Business Development Briabe Mobile Francesca Pujals Consumer Insights & Research Lead Google Heather Conneely US Business Lead Facebook Greg Knipp CEO Dieste

19. Join Us for Networking! 19 After the event… 119 East 27 th Street (across the street!)