Q2 REPORT 2015 • APRIL – JUNE Act On What’s Trending TABLE OF CONTENTS +189% Top 10 Trends...............4 In Q2, sports trends 3.8x delivered display Golf trends outperformed Trends by Industry.......6 CTRs 189% above industry norms by 3.8x, industry average Trends in Video.......... 14 driven by Jordan Spieth's back-to-back majors wins Methodology...........16 Trend based targeting is used to inform and focus media 1 out of 2 2.4x buying by leveraging real- Even in the offseason, football time trends. This Real-Time Real-time sports ad engagements came from trends surpassed benchmarks Trend Report (RTTR) provides by 2.4x due to NFL draft and a quarterly analysis of the the 2015 NCAA Final Four free agency news or NBA Playoffs top trends driving advertising performance. To produce these insights, Taykey mined data across dozens of Fortune 3.1x 500 ad campaigns throughout Mayweather vs. Pacquiao finally Q2 and compared the top +60% happened leading boxing/ performing trends tied to these MMA trends to beat industry NCAA Final Four trends benchmarks by 3.1x campaigns against publicly- outperformed NBA available benchmark data. Playoff trends by 60% Welcome to the fourth installment of the most 2.8x popular trends in media and The USWNT march to the 2015 advertising performance. Women's World Cup final helped soccer trends exceed industry averages by 2.8x 2 ■ © 2015 Taykey. All Rights Reserved REAL-TIME SPORTS TRENDS opportunities that helped drive real-time advertising success this quarter? A SLAM DUNK IN Q2 2015 Outside of basketball, golf was the top performing sport driving CTRs 3.8x above average due to Jordan Spieth’s back-to-back majors wins and Another quarter of real-time advertising is in the books and it was another Tiger Woods shooting his worst round of all time. Floyd Mayweather and quarter where trend-based targeted campaigns drove performance well- Manny Pacquiao having the biggest fight in decades helped fuel boxing/ above industry norms. Engagement rates surpassed Q2 industry benchmarks MMA trends to 3.1x performance over averages. The U.S. women’s soccer across multiple platforms, with display CTRs by 153%, skippable video view team’s march to the World Cup final led to soccer trend engagement rates rates by 60% and non-skippable video completion rates by 10%. Across real- 2.8x above average. Each remaining sports sub-category drove results at time display campaigns, media aligned with celebrity news and sports trends least 1.9x better than industry benchmarks but not all were created equal. generated the highest user engagement rates. Combined, these two trend For example, despite it being the NFL offseason, 2015 NFL Draft and free categories accounted for nearly 20% of all real-time impressions served and agency trends still managed to outperform baseball trends surrounding the drove CTRs at over 3x above industry benchmarks. start of the 2015 MLB season by 23%. When analyzing all trend categories, sports (+25%) and television (+18%) saw Sports trends over-indexed across several industry verticals in Q2 proving the largest positive gains quarter-to-quarter in terms of ad performance. Sports that in addition to corporate sponsorships, co-branded marketing and trends specifically have seen CTR increases for the last three consecutive content integrations, real-time advertising surrounding sports is highly quarters with Q2 2015 CTRs reaching their peak in the last 12 months. beneficial to advertisers. Within the overall sports category, various sub-categories over-performed in Sport Trends Ad Performance by Industry Q2, none more so than trends surrounding the game of basketball. This quarter, one out of every two sports ad engagements came as a result of a basketball ENTERTAINMENT 5.9x trend, with almost an even split between the NCAA Final Four and the NBA playoffs. Trends associated with the Final Four drove CTRs over 5x above TELECOMMUNICATION 5.4x industry averages, which is of particular note since ‘March Madness’ trends in Q1 drove CTRs only 3x above industry averages. From mid-April to mid-June, RETAIL 3.8x NBA playoff trends combined to deliver CTRs 3.2x above industry averages, proving further proving that Q2 is the premiere time for advertisers to reach basketball fans. CPG 2.5x For the foreseeable future, the NCAA Final Four and NBA Finals are going to AUTO 2.3x continue to take place in Q2 every year, spawning new and unpredictable micro-trends to be targeted in real-time. But where there other sports targeting B2B 1.5x © 2015 Taykey. All Rights Reserved ■ 3 TOP 10 Overall Top 10 TRENDS Q2 PERFORMANCE RANK TOPIC* TOP TREND vs. BENCHMARK Several of the top overall performing trends in Q2 National Basketball 2015 NBA Finals came to a close with Golden were around sports and 1 +997% movie stories, which was Association State Warriors winning first title in 40 years quite the turn from Q1 when Experts questioned the science behind Pixar's 2 The Good Dinosaur +887% key technology and tent-pole new The Good Dinosaur event stories were best in class. Although NCAA Final 3 Vin Diesel Actor confirmedFurious 8 will hit theaters in 2017 +883% Four trends outperformed NBA trends on the whole, no NCAA men's basketball team continued college basketball story was 4 Kentucky Wildcats +734% able to beat the #1 trend undefeated streak to reach Final Four of the quarter, the Golden Actress played egg russian roulette on The 5 Anna Kendrick +731% State Warriors winning their Tonight Show ith Jimmy Fallon first NBA championship in 40 years. This trend drove Pitch Perfect 2 star rapped Gangsta's 6 Brittany Snow +649% performance nearly 11x over Paradise on Ellen industry average. Consistent with past quarters, 7 Fred Hoiberg Named new head coach of the Chicago Bulls +645% the top performing female skewing trends centered on Actress began moonlighting to finish 8 Lindsay Lohan +622% celebrity and entertainment court-ordered community service news. On the male side, only Zayn Malik rumored to be returning to One 1 of the top 10 performing 9 One Direction +557% trends was not related to Direction basketball and it was around NCAA men's basketball team upset in Sweet 16 10 Oklahoma Sooners +516% Vin Diesel’s confirmation that by Michigan St. there will be a Furious 8 film. *Impression Minimum: 500k 4 ■ © 2015 Taykey. All Rights Reserved Male Top 10 Female Top 10 Q2 PERFORMANCE Q2 PERFORMANCE TOP 10 TOPIC* TOP TREND vs. BENCHMARK TOP 10 TOPIC* TOP TREND vs. BENCHMARK National 2015 NBA Finals came to a close with Anna Actress played egg russian roulette on 1 Basketball Golden State Warriors winning first +997% 1 +731% Kendrick The Tonight Show with Jimmy Fallon Association title in 40 years Actor confirmedFurious 8 will hit Pitch Perfect 2 star rapped Gangsta's 2 Vin Diesel +883% 2 Brittany Snow +649% theaters in 2017 Paradise on Ellen NCAA men's basketball team Kentucky Actress began moonlighting to finish 3 continued undefeated streak to +734% 3 Lindsay Lohan +622% Wildcats court-ordered community service reach Final Four Named new head coach of the Zayn Malik rumored to be returning to 4 Fred Hoiberg +645% 4 One Direction +557% Chicago Bulls One Direction Oklahoma NCAA men's basketball team Glee star gave loving tribute to Cory 5 +516% 5 Lea Michele +498% Sooners upset in Sweet 16 by Michigan St. Monteith in honor of his birthday Duke Blue NCAA men's basketball team won Jennifer New teaser trailer released for 6 +495% 6 +444% Devils 2015 National Championship Lawrence Mockingjay Pt 2 NCAA men's basketball team Wisconsin Robert 7 snaps Kentucky undefeated streak +468% 7 Actor got engaged to singer FKA Twigs +405% Badgers Pattinson to reach Finals North Carolina NCAA men's basketball team failed to Joseph Star of CW's The Originals tweeted 8 +447% 8 +391% Tar Heels reach Elite 8 after loss to Wisconsin Morgan potential season spoilers Gonzaga NCAA men's basketball reached Elite Singer enlisted other celebrities to help 9 +437% 9 Miley Cyrus +384% Bulldogs 8 to face Duke in homeless and LGBT charities Arizona NCAA men's basketball reached Elite Jenner sisters documented 2015 10 +436% 10 Kylie Jenner +362% Wildcats 8 to face Wisconsin Coachella experience on social media *Impression Minimum: 500k *Impression Minimum: 500k © 2015 Taykey. All Rights Reserved ■ 5 TRENDS BY Top Performing Topic Categories – Total Display Media INDUSTRY TOPIC % Q2 PERFORMANCE Q2 vs. Q1 RANK CATEGORIES* IMPRESSIONS vs. BENCHMARK PERFORMANCE After two consecutive quarters of significant growth and a record-high 1 Celebrity News 7% +245% -3% Q1, real-time advertising performance leveled 2 Sports 12% +205% +25% off in Q2. When trends were clustered into topic categories, several saw slight 3 Movies 9% +190% -10% declines in performance from last quarter, but technology 4 News 2% +185% -25% trends saw performance slide 40%. Despite this major decline, technology 5 Lifestyle 1% +183% -47% trends still performed 1.9x above industry average 6 Business News 2% +180% -21% and provided contextually relevant scale for telecom, B2B, consumer electronics 7 Music 9% +177% -11% and auto brands. Other than sports, television trends 8 Television 9% +175% +18% saw the greatest gains in performance from Q1 (+18%) driven by David Letterman’s 9 Entertainment – General 4% +154% -26% retirement, Stephen Colbert’s job change and 10 Shopping - Auto 11% +137% -7% season finales likeDancing with the Stars. *Impression Minimum: 5MM 6 ■ © 2015 Taykey. All Rights Reserved Trends by Industry Auto Overall performance +13% change from Q1 to Q2 TOPIC % RANK Q2 PERFORMANCE Q2 vs. Q1 CATEGORIES* IMPRESSIONS vs. BENCHMARK PERFORMANCE For the third consecutive quarter, automakers saw campaign performance increase by leveraging 1 Business News 1% +208% +21% real-time advertising.