YouGov Capital Markets Day Building a global leader

Wednesday 6th February 2019 Agenda

2.00pm | Introduction to YouGov 3.00pm | Clients o Stephan Shakespeare o Julian Newby Chief Executive Officer, YouGov Global Profiling Director, MediaCom Worldwide o Alex McIntosh o Claire Spencer Chief Financial Officer, YouGov Managing Director for Insight & Analytics, IPG Mediabrands UK o Sundip Chahal Chief Operating Officer, YouGov o Tini Sevak Vice President Audiences & Data, CNN International Commercial 2.30pm | Our Products & Services o Bianca Bruhn 3.30pm | New innovations and the next growth plan Regional CEO Mainland Europe, YouGov o Stephan Shakespeare o Amelia Brophy Chief Executive Officer, YouGov Head of Data Products UK, YouGov o Q&A 4.00pm | Q&A

4.30pm | Product demos and drinks

2 Introduction to YouGov

3 Stephan Shakespeare

Chief Executive Officer, YouGov

4 Introduction

The purpose of today is to explain:

. How YouGov works . Our next 5-year ambition . Our strategy . Our new ideas

5 How YouGov works

Our success is based on 4 fundamental efficiencies:

1. People proactively fill in surveys by themselves, at their convenience, on any device 2. We enable unlimited self-input and give public & personal value in return 3. We build an engaged panel that is always available and connects all our data 4. We are driven by one data-set (the Cube) and one analytics system (Crunch)

6 So we have a system, based on:

 large engaged panels  massive data design  automated data generation  productising the data  the best analytic tools  expert client service

7 Our offer to clients is systematic data that is...

. very wide-ranging . deep in detail . fully connected “The best data, . highly crunchable . global the best tools” . cost-efficient . accurate . relevant and applicable

8 Our ambition for growth is undiminished

Our ambition is to be:

 the world’s #1 provider of single-source systematic marketing data  used by every public-facing company and organisation  used by hundreds of millions of people as a daily public resource  the world’s largest and most engaged research panel

9 Presentations coming up next

1 2 3 4 5 6

Alex will take Sunny will Bianca will Amelia will We will hear We will share you through show you how introduce you introduce you from clients updates on our the historic we engineer to the YouGov to our about how it latest numbers our future data platform syndicated works for innovations data tools them and the next five-year strategy

10 Alex McIntosh

Chief Financial Officer, YouGov

11 Our current and next five year growth plans

FY to FY to FY to FY to FY to FY to FY to FY to FY to 31 July 31 July 31 July 31 July 31 July 31 July 31 July 31 July 31 July 2015 2016 2017 2018 2019 2020 2021 2022 2023

First five year growth plan

Next five year growth plan

12 In FY14, our five year growth plan focused on improving profitability

£m Adjusted Operating Profit Adjusted Operating Profit Margin 17% 25 18% 14% 16% 20 12% 14% 11% 11% 19.7 12% 15 10% 14.5 8% 10 10.9 6% 8.6 5 7.4 4% 2% 0 0% FY14 FY15 FY16 FY17 FY18

Key five year plan growth target: 25% YOY EPS growth FY14-19

13 The growth plan focused on Data Products and Services which have operational leverage

Revenue Growth

£m Custom Reseach Data Services Data Products 140.0

120.0

100.0

80.0

60.0

40.0

20.0

0.0 FY14 FY15 FY16 FY17 FY18

14 Our focus on technology and products hasInterim created Results to 31 January a 2018 platform for scalable profit generation

Adjusted Operating Profit Margin by Divisions

Custom Research Data Services Data Products 40% 35% 38%

30% 33% 32% 29% 29% 25% 27% 28% 20% 24% 24% 15% 19% 19% 15% 10% 13% 13% 11% 5% 0% FY14 FY15 FY16 FY17 FY18

15 The market YouGov focuses on is worth $46b annually

3% 1% Latin America Africa $1,612m $536m 1% Middle East 15% $414m Asia Pacific $6,756m

45% Global Market Research North America Turnover 2017 $20,574m $45,829 million

35% Europe $15,937m

16 YouGov Group revenue in FY18 was £117m The US and UK are the largest research markets in the world, and for YouGov (Operating Profit in £m)

Year to 31 July 2014 Operating Profit Year to 31 July 2018 Operating Profit Asia Middle East Pacific Middle East 3.6 2.2 Mainland 0.8 Europe 2.3 Mainland UK Europe UK 12.0 1.3 5.0 Net Profit Net Profit £7.4m £19.7m

USA 47% USA 26% 3.0 16.6

17

Media Mentions: YouGov vs Competitors (UK)

44,733

12,870

8,191

6,853

5,206

4,991

4,549

4,475

4,158

3,980

3,784

3,599

3,068

2,919

2,725

2,564

2,133

943

775

763

710

498

462

447

367

355

337

190

160

102 60

Source: Meltwater media mentions data for the twelve months to 31 July 2018 18 Media Mentions: YouGov vs Competitors (USA)

43,458

196,720

194,658 162,060

158,101 8,835 120,315

110,639 2014 2018

98,255

77,689

69,673

62,403

43,458

38,603

38,045

35,123

33,204

28,761

25,126

24,080

17,880

17,753

15,102

14,372

12,161

11,138

7,798

7,518

7,347

7,165

6,853

5,822 5,822

5,297

4,856

3,718

2,210

1,569

221

178 21

Source: Meltwater media mentions data for the twelve months to 31 July 2018 19 Our customer base is diverse – mainly focused on marketing activities

Media Owners Media Agencies Brands

2,000+ clients

20 Sundip Chahal

Chief Operating Officer, YouGov

21 Centres of Excellence – a new model for scale

Data Operations overheads as a % of global revenue

Current 4.95% . Technology (Warsaw) . Panel & Data Operations 1.8% - 2.0% (Bucharest & Mumbai)

Significant contribution to margin improvement Driven standardisation of operating mode 2013 2019 Led to 24x7 operations and bred true expertise

22 Centres of Excellence – next stage

Current Future . Technology . Finance (Warsaw) . Data Design . Panel & Data Operations (Bucharest & Mumbai) . Research . Customer Service Significant contribution to margin improvement Driven standardisation of operating mode Led to 24x7 operations and bred true expertise

23 Finance - improved functional management

. Make better use of hard financial metrics to drive forward our teams . Quicker turnaround & dissemination of financial information to the teams that need it most . Can be built cost effectively not tied to local offices

24 Data Design – extending our lead

. Central team responsible for designing consistent data collection across the world . The YouGov Codebook is housed within the YouGov Cube (our connected longitudinal syndicated data library with over 200,000 variables) . Data collected using a variety of methods . A single-source connected & highly permissioned dataset

25 Research Platform – to deliver the YouGov Screen

. Crunch – easy to use analytics platform . Allows clients to import 3rd party datasets

. Collaborate – self-serve survey system . Currently live in UK, US and Germany

. Brought together for the YouGov Screen . Integrated platform for all YouGov products and services

26 Client-centricity – maximising opportunities

. Build ‘Global Key Account Management’ programme . Invest in global team to grow key accounts . Give clients one touchpoint

. Customer Service team with Centre of Excellence . Gives us the ability to be on 24/7 (like Data Operations) . Cost effective coverage . Standard process

27 Our Products & Services

28 Bianca Bruhn

Head of Northern Europe, YouGov

29 The YouGov Platform – a Single System With the Cube in the centre and a variety of engagement possibilities for the users

Bespoke Connected

Syndicated Subscription

30 Superior Value Derived from the YouGov Platform

Fast Turnaround Research Bespoke Trackers Dynamic Segmentation Seed Audiences for Activation Digital Campaign Measurement Etc.

Bespoke Connected

Syndicated Subscription

Profiles BrandIndex

31 Superior Value Derived from the YouGov Platform

Fast Turnaround Research Bespoke Trackers Dynamic Segmentation Seed Audiences for Activation Digital Campaign Measurement Etc.

Bespoke Connected

Syndicated Subscription

32 Demonstrating YouGov’s Fast Statement: Next time I Turnaround Research Services buy/lease a car it will be a hybrid/electric car? and the YouGov Platform

Agree/Disagree/Neutral

33 Statement: Next time I buy/lease a car it will be a hybrid/electric car?

Agree/Disagree/Neutral

REAL-TIME DATA

34 ...24h later (or less) you have your answer enriched with hundreds of additional, relevant data-points...

“Companies and their brands should Online Engagement be able to express how they feel on a 40-49 years topic” Female Online for: 50 hours per old week Income gross Streaming services: Spotify Greater “Electric cars household: more London Watches TV for: 10 hours are the future than £50,000 per week of the motor industry” Marketing Director Favorite Activities

Listen to music “The internet is my main Read source of information” Exercise

35 ...You can also move the opposite way in the Platform ... and start by identifying your target segment in the Cube ...

“Companies and their brands should Online Engagement be able to express how they feel on a 40-49 years topic” Female Online for: 50 hours per old week Income gross Streaming services: Spotify Greater “Electric cars household: more London Watches TV for: 10 hours are the future than £50,000 per week of the motor industry” Marketing Director Favorite Activities

Listen to music “The internet is my main Read source of information” Exercise

36 Statement: Next time I buy/lease a car it will be a hybrid/electric car?

Agree/Disagree/Neutral

A re-contact survey – leveraging the cube to target a specific segment with a bespoke question

37 Fast Turnaround Research Bespoke Trackers Dynamic Segmentation Seed Audiences for Activation Digital Campaign Measurement Etc.

Bespoke Connected

Syndicated Subscription

38 The Platform is Uniquely Suited for Bespoke Trackers

... allowing clients the opportunity to both play with data themselves and/or continuously monitor the results via dashboards

39 Bespoke Tracker combined with Dynamic Segmentation Example: The Sharing Economy / Collaborative Consumption

\\\

Dynamic Segmentation

Bespoke Connected

40 Trendline by segment ... and how individual segments develop over time

30

25

20

15

10

5

0 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19

Segment 1 Segment 2 Segment 3

Q2 Q4

41 Q2 20% Q4 35%

Favorite brands Favorite brands

TV-Shows TV-show

Social media Social media

42 Select your seed and activate ...

43 Measure the effectiveness of your digital campaigns via a YouGov Pixel

Did the target audience carry out the call to action?

Which campaign content helped drive the call to action?

How did brand perceptions change for audiences exposed to the ad?

Etc.

44 The YouGov Platform – a Single System With the Cube in the centre and a variety of engagement possibilities for the users

Bespoke Connected

Syndicated Subscription

45 Amelia Brophy

Head of Data Products UK, YouGov

46 The YouGov Platform – a Single System Powering our syndicated data products

Bespoke Connected

Syndicated Subscription

47 Plan & Track: Daily consumer feedback in 38 countries Global Footprint (and growing)!

Profiles ‘Plan’ • China (19) • Indonesia • USA • Malaysia • Sweden • Singapore • Denmark • Thailand • Norway • Australia • Finland • Hong Kong • UK • India • Germany • Taiwan • France • Philippines • Vietnam

BrandIndex ‘Track’ • Russia • Belgium (38) • Japan • Mexico • South Korea • Brazil • Saudi Arabia • Canada • UAE • Argentina • Egypt • Chile • Columbia BrandIndex • Peru • Pakistan • Ireland • Italy Plan & Track • Netherlands • Spain

48 With our connected data you can…

Plan Activate Track Identify and understand Buy that audience in the Track the metrics that your audiences in digital space matter & evaluate unrivalled depth campaign success

YouGov Profiles YouGov Audience Data YouGov BrandIndex

Single Audience View With YouGov’s connected data set, a single audience view can be used throughout the marketing workflow

49 Profiles enables unrivalled audience understanding

Plan Understand Who They Are, Identify and understand Identify Specific Audiences & What They See, Hear, Think, your audiences in Target Groups And Buy unrivalled depth

Build And Enhance Plan Media, And Streamline Segmentation, Increasing Buying Through Data Actionability Integrations

YouGov Profiles

50 Constant conversation with panellists through varied data collection methods

Online Surveys YouGov Online Passive Tracking

We use our tried and tested The YouGov website allows A select sample of our panel survey platform in order to panellists to sign in and opt in to be passively tracked. obtain key datapoints from answer daily topical questions This means we can see the our panellists. and rate various entities. actual websites and social media pages they interact . Demographics . Topical questions with. . Attitudes . YouGov Likes . Personality traits . Websites visited . Music, films, books, TV . BrandIndex metrics . pages ‘liked’ . Celebrities & pubic . Twitter handles followed figures . YouTube channels . Brands subscribed

51 Building a robust, data set with over 200,000 variables and unrivalled breadth and depth

Demographics Attitudes Brand Use & Perception Collected via Online Surveys Collected via Online Surveys supplemented Collected via Online Surveys completed by with YouGov Online 4,000 panellists each day More than 450 variables reflecting 300 attitudinal statements with Understand your audience’s usage general demographic makeup, which panellists agree or disagree. and perception of ~1,400 brands household finances, family and Collected across more than 15 Look at brands your audiences are household details, locations, categories, ranging from advertising current customers of, have a parliamentary constituency, to outlook to travel to politics positive impression of, would occupation and employment status, consider buying, etc. Collected education levels and more daily, tracked over time through BrandIndex survey

Consumer & Lifestyle Issues & Interests Personality Collected via Online Surveys Collected via YouGov Online Collected via Online Surveys supplemented with YouGov Online More than 7,400 variables Panellists share their views on 50 Unique perspective questions (with measuring panellists’ consumer political and social issues, and rate over 700 variables) that capture habits, purchasing patterns and the intensity of their interests social behaviour, outlook and category specific usage and behavioural habits Panellists rate interests in more behaviours than 2,300 subjects using a 4 point scale (top interest, very interested, not really interested, no interest)

52 Enabling granular audience understanding that evolves over time

Media Online and Mobile Social Media Engagement Consumption Behaviour Collected via Passive Metered Digital Data Consumption of above-the-line. How do your audience behave and Review social media engagement, consume media online? including platforms used, regularity Includes TV viewership at channel, of use genre and program level, radio Identify actual (passively tracked) listenership (40+ key commercial online and application usage Passively-tracked data on Facebook stations) and print readership pages liked and Twitter accounts From a bank of 60,000+ websites (national / local) followed and 20,000+ mobile applications

Politics Ratings Topical Collected via Online Surveys supplemented Collected via YouGov Online Collected via YouGov Online with YouGov Online UK Political views, including Panellists share likes and dislikes Interesting opinion questions posed opinions regarding political parties across 27,000+ topics in 60 to panellists each day, reflecting and institutions, voting intention categories, using a five point scale the news from around the globe; and levels of political interest (love, like, feel neutral, dislike or recent topics range from university really dislike). fees to labour strikes to the Rugby Topics include brands, celebrities, World Cup movies, activities, cars, music artists, political parties, sports and more.

53 Customisation of data & tools to deliver additional value

In-Tool Functionality Work with our Data Services Team

Team Variable Favourites Re-Contact Segmentation Sharing Additions

Run a really Have you created Find a client has Want to a specific Want to useful analysis a really great a specific group more about understand and that you know Target Group question not yet their answer to a profile specific you’ll be filter or made a available in specific question? audience groups referencing again great analysis Profiles? in depth? Work with our and again? deck? Work with our Omni team to Create a bespoke Save it as a Easily share these Omni team to ask contact this group or plug in an Favourite and it with your this to our panel with your chosen existing will be updated colleagues so and then questions and segmentation into every week with everyone can use incorporate it in then in Profiles Profiles and cross the new data set them Profiles to act as cross answers these groups with a new variable with our variables all our variables

54 With our connected data you can…

Plan Activate Track Identify and understand Buy that audience in the Track the metrics that your audiences in digital space matter & evaluate unrivalled depth campaign success

YouGov Profiles YouGov Audience Data YouGov BrandIndex

Single Audience View With YouGov’s connected data set, a single audience view can be used throughout the marketing workflow

55 BrandIndex is a continuous daily conversation with consumers about brands

Track Evaluate campaign Monitor brand health at a Track the metrics that performance including (lower nat. rep and target group matter & evaluate funnel metrics) level campaign success

Benchmark against Measure the impact of competitors within and unforeseen events across the category

YouGov BrandIndex

56 With 16 key metrics to measure and understand brand health

Media Metrics Brand Health Metrics Lower Funnel Metrics

Aided Brand Awareness: General Impression: Consideration: Are you aware of the brand? Do you have a positive or negative view of the brand? When you are in the market next to make a purchase, which brands would you consider? Recommend: Advertising Awareness: Would you recommend this brand to a friend or tell them Have you seen recent advertising? to avoid it? Purchase Intent: Of the brands considered, which are you most Word of Mouth (WOM) Exposure Quality: likely to purchase? Have you recently spoken about the brand? Is the brand of good or poor quality? Former Customer: Value: Buzz: Are you a former customer? Would you Does the brand offer good or poor value for money? Have you heard anything positive or negative consider purchasing? about the brand in the last two weeks? Corporate Reputation: Would you be proud or embarrassed to work for this brand? Current Customer: Attention: Derived Metric Are you a current customer? Would you Positive plus negative buzz Satisfaction: consider purchasing? Are you a recently satisfied/dissatisfied customer of the brand?

Index: Derived Metric Average of brand health measures

57 A structured and consistent survey experience delivers robust results across sectors and geographies Sent out every day to a nationally representatives panel, achieving 80-100 completes per day per brand covering over 13,000 brands globally

Aided Brand Awareness Former Customer Value Consideration  Recently purchased/ever  Screen out those not aware  Positive and Negative Brands would consider owned

Buzz Current Customer Corporate Reputation Purchase Intent  Recently purchased/currently Would you be proud to work  Positive and Negative Intent of those who consider own for

Ad Awareness Impression Satisfied Index  Positive and Negative of those Average of the brand health  Seen ad in last 2 weeks  Positive and Negative who are customers metrics

Word of Mouth Quality Recommend Attention Exposure  Positive and Negative Recommend or Avoid  Positive plus negative Buzz  Talked about in last 2 weeks

= Media Metrics = Brand Health Metrics = Lower Funnel Metrics

58 Analysis of key metrics is tailored to drive insight

…Net Score Metrics

Net Score Metrics: Score Calculation:

Impression Positive % - Negative % = Net Score Recommend Example: Quality 60 Positive Responses 20 Negative Responses 20 Neutral Responses Value

Reputation % Positive % Negative Satisfaction 60/100 = 60% 20/100 = 20%

Buzz Net Score = 60% - 20% = 40

Index Index is the average Net Score of the six Brand Health Metrics

= Media Metrics = Brand Health Metrics

59 Ensuring that changes in metrics are clearly evident and easily understood

…Percentage Score Metrics

Percentage Score Metrics:

Awareness

Ad Awareness

WOM Exposure Score Calculation (Positive Responses / Total Sample) x 100 = Metric Score Consideration

Purchase Intent

Customer Status (Former/Current)

Attention Attention is the sum of positive and negative Buzz

= Media Metrics = Lower Funnel Metrics

60 Customisation of BrandIndex is simple, scalable and enables bespoke brand measurement

Custom Filters Trigger Questions Brand Additions Category Additions

Create bespoke filters Ask an additional Add a new brand to Create a new category for BrandIndex to track question off the back track onto the within the BrandIndex specific audiences of an existing BrandIndex survey survey relevant to your brand BrandIndex question Start tracking their Start tracking their Can use customer Can be used to further performance the very performance the very filters to pull in understand the reasons next day next day variables from the behind brand Profiles tool perceptions

61 Use Case

62 Ubiquitous Case Study: High-net-worth Londoners and how to reach them

About Ubiquitous Objective

Ubiquitous is the UK’s leading taxi Ubiquitous wanted to find out more about “hard to know” investors in advertising contractor, bringing London in order to understand how they can be effectively reached innovation, knowledge, credibility through taxi advertising. The brand wanted to: and creativity to taxi advertising, across 23 UK locations. . Understand the key differences (including in investment portfolios) between those with an independent financial advisor and those without Through proprietary research and . Understand what concerns investors have about the next 12 months industry media insight, such as . Ask about media preferences including visibility of and attitude towards Route and YouGov, Ubiquitous leads taxi advertising the way in providing accountability . Help its clients better understand the value of taxi advertising when to brands - vital in today’s media targeting this audience landscape.

63 Ubiquitous Case Study: High-net-worth Londoners and how to reach them

Solution

Ubiquitous used YouGov Recontacts to target 1,700 respondents who live or work in London and earn over £35,000 per annum – split by investors and non-investors.

YouGov Recontacts

YouGov Omnibus can conduct bespoke surveys to help clients reach unique target groups. The results are then imported into audience segmentation tool YouGov Profiles, building a rich in-depth picture of the audiences they want to know more about.

64 Ubiquitous Case Study: High-net-worth Londoners and how to reach them

Results

The study found that older, wealthier respondents were more likely to have an IFA and use black cabs in London.

Profile of an IFA user 50% will 7x more likely increase, and . Aged 45+, earn +£45,000 a year and have to see taxi 35% will £250,000 invested advertising Advertising maintain, which appeals . Taxi advertising is highly visible to the than someone investments without an IFA most features in next 12 audience because using black cabs is part of clever use of months their everyday life wording and high . Most likely to notice advertising in the quality design following places: taxis, rail, radio and press Property/ land Half use a . Those who intend to increase their and UK black cab government investments in the coming year are even for work – bonds most more likely to notice taxi advertising 76% common . Values associated with brands that commute by investments rail advertise on black taxis: trust, quality and held corporate stature

65 Q & A

66 Julian Newby

Global Profiling Director, MediaCom Worldwide

67 A bit about me

My name is Julian Newby I’m a global data and analytics leader at MediaCom

MediaCom is a media communications agency Part of Groupm (which is a WPP company)

Last year, MediaCom won $2.76bn worth of new business. Double that of second place Spark Foundry* MediaCom was listed as the No. 1 global agency by the GunnMedia100 report and the Global RECMA Vitality Report 2018. And also currently holds 5 global agency networks of the year awards

6 68 * According to RECMA’s New Biz Balance report 8 MediaCom’s relationship with YouGov

Heavy focus on YouGov Profiles

Used across all our core disciplines - planning, activation and measurement

On all the key accounts

Across all the available markets

Now starting to use the data in our product development

6 69 9 YouGov’s data works across our core disciplines

Planning • Ability to build audiences- both interest and behavioral based • To size audiences and understand growth opportunities • To understand the media consumption of the audiences e.g. TV, Digital, OOH etc.

Activation • Ability to activate these audiences in our own platform or the main market platforms

Measurement • Measure the campaign using brand lifts studies against the specific audiences we planned against • Importantly it moves us away from proxies which had been the industry norm

7 0 This gives create an end-to-end single source system!

Planning Activation Measurement

7 1 THANK YOU FOR YOUR TIME TODAY

7 2 Claire Spencer

Managing Director for Insight & Analytics, IPG Mediabrands UK

73 YOUGOV CAPITAL MARKETS DAY Claire Spencer, MD Insight & Analytics February 2019

74 75 76 My IPG career began back in 2006…

77 39 billion marketing $

9,000 specialists

130 countries

3 brands

78 79 Disrupt CMOs will use societal controversy as a mechanism to tap customer energy.

Privacy CMOs will proactively prioritise and promote customer privacy as a core selling point.

Brand Promise CMOs will use the brand promise to reshape the enterprise, for both customers and employees.

Consumer Tech Stack Savvy CMOs will push mar tech to emphasise the four forces: tools, coordination, conversation, and emotion.

CX CMOs will hearken back to what many of them know best: building the brand, this time with more energy and emotional impact.

80 Source: Forrester - www.chiefmarketer.com/cmos-go-back-to-basics-shift-budgets-revitalize-brands-2019-cmo-predictions/ Connected systems & data-driven decisions.

AUDIENCE CHANNEL CAMPAIGN INVESTMENT INSIGHT PLANNING ACTIVATION OPTIMISATION

81 COOKIES

BEHAVIOUR

CURRENCIES

PANEL

CENSUS

82 83 84 85 86 87 88 Thank You

89 Tini Sevak

Vice President Audiences & Data, CNN International Commercial

90 APPLICATION OF YOUGOV AT CNN

TINI SEVAK Vice President, Audiences & Data CNN International Commercial Twitter: @TINI_SEVAK

9 1 WHO WE ARE

2 OUT OF 5 ADULTS GLOBALLY ENGAGE WITH CNN EVERY MONTH 640 MILLION ADULTS GLOBALLY WINNING TODAY REQUIRES: DELIVERING EXPERIENCES CREATING BRAND INTIMACY BUILDING TRUST FINDING NEW WAYS AND APPROACHES TO UNDERSTAND OUR VIEWERS & 8 BESPOKE PROJECTS CONDUCTED IN THE LAST YEAR ACROSS AD SALES, DIGITAL AND MULTIPLATFORM USE CASE 1 EXAMINING TRUST IN ADVERTISING WITHIN NEWS & CNN ACCURATE NEWS IS MORE IMPORTANT THAN EVER

MAJORITY OF ADULTS SAY ACCURATE NEWS HAS NEVER BEEN MORE IMPORTANT

SOURCE: CNN /YouGov Research October 2018 ADVERTISING ON NEWS DRIVES POSTIVE BRAND

A MAJORITY OF CONSUMERS FIND BRANDS THAT ADVERTISE ON NEWS FAVORABLE, CREDIBLE, AND TRUSTWORTHY Favorability Credibility Trustworthiness Endemic News Platforms Social Media

SOURCE: CNN /YouGov Research October 2018 CNN PROVIDES UNMATCHED BRAND CREDIBILITY

CONSUMERS TRUST BRANDS THAT ADVERTISE ON CNN MORE THAN:

Broadcast News Average

SOURCE: CNN /YouGov Research October 2018 USE CASE 2 ANALYSIS OF GBS AUDIENCE SEGMENT Adventurous. Connected. Original.

Great Big Story is all about wonder.

describe themselves as spend 20 hours + a do not typically view Adventurous…The #1 trait week online. videos from Buzzfeed. for Great Big Story viewers.

SOURCE: CNN /YouGov Research October 2018 GBS Viewers Watch Sponsored Content

Majority of Great Big Story viewers watch sponsored content, which is 17% more likely than viewers of competitors.

SOURCE: CNN /YouGov Research October 2018 Great Big Story Viewers Take Action

Majority of Great Big Story viewers take action after watching sponsored content which is 30% more than of viewers of competitors content.

SOURCE: CNN /YouGov Research October 2018 Great Big Story Viewers are Actively Engaged with CNN

Majority of Great Big Story 65+

viewers also consume CNN 55-64 content… 45-54 and most consume it regularly. 35-44 25-34

18-24

CNN GBS SOURCE: CNN /YouGov Research October 2018 USE CASE 3 PROFILE OF CNN BUSINESS AUDIENCE FOR PRODUCT DEVELOPMENT PROVIDING BUSINESS LEADERS WHAT THEY WANT

DEEPER, BOLDER COVERAGE Business News Tech News OF GLOBAL COMPANIES & BRANDS THE WHAT & THE WHY THIS MATTERS Company Profiles Financial Tools ADVICE, TOOLS & STRATEGIES TO SUCCEED

SOURCE: CNN Business/ YouGov Custom Study, Q3’18. CNN BUSINESS INSPIRES LEADERS TO TAKE ACTION

AFTER CONSUMING CNN MONEY CONTENT, USERS ARE MORE LIKELY TO HAVE:

sought more made a provided advice on career change business/career financial matters advice to family and friends

SOURCE: CNN Business/ YouGov Custom Study, Q3’18. LEADERS TAKE ACTION WITH BRANDS TOO

COMPARED TO OTHER BUSINESS NEWS SITES CNN Money consumers are more likely to take action after FIND OUT MORE ABOUT BRANDS viewing/reading content: AFTER SEEING ADS ON CNN MONEY

INDEX 184 I buy the product off-line

INDEX 179 I buy the product online

INDEX 140 I talk to family/friends about advertised product TRUST BRANDS THAT ADVERTISE ON CNN MONEY

SOURCE: CNN Business/ YouGov Custom Study, Q3’18. 2019 – THE YEAR AHEAD EXPANDING OUR PARTNERSHIP GLOBALLY APPLICATION OF YOUGOV AT CNN

TINI SEVAK Vice President, Audiences & Data CNN International Commercial Twitter: @TINI_SEVAK

1 1 6 New innovations and the next growth plan

117 Stephan Shakespeare

Chief Executive Officer, YouGov

118 Our strategy

Our strategy for the next five years is defined by this 6-word mantra:

“the best data, the best tools”

119 Strategy: the best data, the best tools

We become a universal platform by focusing on: . Activation: . Enabling activation through our technology (YouGov Screen, YouGov Direct, self-service, automation, AI...)

. Integration: . Fully integrating custom research (with heavy emphasis on tracking) and client service with our data and tools

. Public Data: . Expanding YouGov Public Data as a public service, for brand reputation, panel engagement and showcasing our data

120 Two developments we want to share now

1. YouGov Direct 2. YouGov Public Data

121 YouGov Direct The basic structure:

1 Dashboard for Members 2 Dashboard for Clients Members manage their data Clients define required target for sharing (through surveys groups from aggregated and dashboard editing) characteristics on offer

4 Member gets 3 Client sends message / task message / task Member decides whether to Client activates campaign accept (if yes, transaction is by sending message / task logged, verified, paid) to the selected members

122 YouGov Direct Progress:

. One month trial with 1,000 panelists was very successful . 4x the average click-through rate . High conversions (e.g. 8% subscribing to Netflix) . Second trial in Feb with 6 major advertisers participating . Expected full launch within current financial year

123 YouGov Public Data

. a destination site as the Wikipedia of opinion . all of our Cube data made useful for the public . ditto our analytical tools . starting point: YouGov Ratings

124 YouGov Ratings

125 Strategic summary

 One system for data & activation  Advanced technology platform  Increased public engagement  Realistic ambition to be #1  The best data, the best tools

126 Q & A

127 128