q3 r e p o r t 2014 july september Act On What s Trending

(1)

2014

•

july –

_september

q3

r e p o r t

(2)

The No.1 overall performing trend

of Q3 was LG's announcement

of its new G Watch R Smartwatch,

which performed more than 10

times above industry average

Trend-based targeting

engagements were from the

technology topic category

Wearable device

trends were 252%

more effective than

industry average

1 out of 5

Top Trends...4

Trends by Industry...

6 Trends in Video... 14

Methodology. . . .

16

Trend-based targeting is the use of real-time interest trends to inform and focus media buying. This Real-Time Trend Report (RTTR) provides a quarterly analysis of the top trends driving advertising performance. To produce these insights, Taykey mined data across dozens of Fortune 500 ad campaigns throughout Q3 and compared the top performing trends tied to these campaigns against publicly-available benchmark data. Welcome to this publication – the first of its kind – of the most popular trends in media and advertising performance!

(3)

New, real-time advertising trends constantly emerge across all

topic categories. In Q3 2014, perhaps no category grew faster

than technology news. As new social trends grow, so does the

available digital advertising inventory associated with them. In

Q3, 17% of display real-time impressions served by Taykey were

against technology news trends, up 15% from Q2.

Q3 saw many large-scale technology trends across various

sectors such as gaming, content streaming and personal

devices. While some trends around tent-pole events could

have been theoretically planned for in advance, many new

and unpredictable micro-trends emerged to impact media

performance. Ultimately, 1 out of every 5 trend-targeted

engagements for Q3 was a result of surrounding a technology

trend or micro-trend in real-time.

Trends surrounding personal devices accounted for 30% of

real-time engagements within the technology news category.

‘

Wearables

’

and

‘

tablets’ were the top performing device

types, performing at 3.5x and 3.1x above industry benchmark

respectively. Available ad inventory volume around these

types of trends did not surpass

‘

smartphones

’

, but their strong

performance and device advancements signify that these trends

will continue to increase their roles in real-time advertising.

technology trends key for

real-time advertising in q3 2014

Arguably, the largest technology tent-pole event of Q3 was the

release of the iPhone 6 and 6 Plus models. Marketers could have

planned for this, but no one could have predicted the iPhone 6

‘

bendgate

’

story. Additionally, no one could have known exactly

how brands like Samsung or Nokia would respond to counteract

this trend. Targeting various iPhone 6 trends proved both

desirable and scalable, but performance was only 13% better

than the aggregate Android phone trends combating them. In

fact, specific brands like Nokia and HTC saw their trends perform

2–3x better than Apple iPhone trends.

Overall, technology news trends performed 70% above industry

benchmarks and over-indexed in several industry verticals.

Technology Trend Ad Performance by Industry

FOOD & BEVERAGE TELECOM TECHNOLOGY HEALTH & WELLNESS CPG RETAIL AUTO 4.3x 3.1x 2.9x 2.9x 2.6x 1.1x 6.8x

(4)

TOP

TRENDS

Many technology trends

dominated Q3 ad

performance, such as

Apple’s record setting

4MM iPhone 6

pre-orders and Microsoft’s

$2.5B acquisition of

Minecraft. Yet, it was LG’s

announcement of its G

Watch R smartwatch that

took the top spot.

Social demographic

analysis identifies

trends associated with

male, female or gender

neutral audiences. When

examining top performing

trends by gender, top

male-skewing trends lean

towards technology while

the top female-skewing

trends lean towards

female personalities.

RANK TOPIC* TOP TREND _{VS. BENCHMARK}PERFORMANCE

1 LG LG releases photos of new wearable _{smartwatch, G Watch R} +925% 2 iCloud Apple acknowledges celebrity accounts hacked _{but denies iCloud breach} +700% 3 Call of Duty Call of Duty: Advanced Warfare video _{game pre-order begins} +543% 4 Star Wars

Episode VII

J.J. Abrams tweets first photos

of the Millenium Falcon +511% 5 Jessica Alba Actress plans to take her Honest Company public +471% 6 Julia Roberts Actress talks to InStyle about why she passed on _{Sleepless in Seattle} +424% 7 Tom Brady Tom Brady tweets his resume from before he _{made it into NFL} +400% 8 Amazon Amazon swoops in to purchase Twitch _{instead of Google} +376% 9 Trey Songz Singer has awkward presenting moment at MTV

VMAs with Nina Dobrev +367% 10 Nokia New pictures released of the upcoming Nokia 830 +348%

*Impression Minimum: 500k

Overall Top 10

(5)

rank topic* toptrend _vsperformance

_.

_benchmark

1 LG LG releases photos of new

wearable smartwatch, G Watch R +925%

2 iCloud

Apple acknowledges celebrity accounts hacked but denies iCloud breach

+700%

3 Call of Duty Call of Duty: Advanced Warfare

video game pre-order begins +543%

4 _{Episode VII}Star Wars J.J. Abrams tweets first photos of _{the Millenium Falcon} +511% 5 Tom Brady NFL star tweets his resume from _{before he made it into NFL} +400%

6 Nokia New pictures released of the

upcoming Nokia 830 +348%

7 iPhone 6 Pre-orders hit record 4MM on

first day +302%

8 HTC One HTC One M8 swaps out Android

for Microsoft’s mobile OS +260%

9 Samsung Samsung Galaxy Note 4 release _{information updated} +251%

10 Porsche Video of Porsche Cayman GTS

drifting on go-kart track goes viral +242%

_.

_benchmark

1 Jessica Alba Actress plans to take her Honest

Company public +471%

2 Julia Roberts Tells InStyle why she passed on

Sleepless in Seattle +424%

3 Paris Hilton Buys $13k Pomeranian puppy +267%

4 Blake Lively

Martha Stewart discusses Preserve website and their friendship w/ HuffPo

+243%

5 Miranda Kerr Named third-highest paid model _{in the world by Forbes} +243%

6 NY Fashion

Week

NY Fashion Week kicks off

bringing in tons of celebrities +221%

7 Jessica

Simpson

Extreme weight loss pictures

inspire many +216%

8 Beyoncé Singer gives ‘Flawless’

performance at MTV VMAs +208%

9 _DegeneresEllen Comedic video confronting _{Chelsea Handler goes viral} +203%

10 Kim

Kardashian

Kim talks about how many kids

she wants w/ Kanye +194%

*Impression Minimum: 500k *Impression Minimum: 500k

(6)

TRENDS BY

INDUSTRY

RANK _CATEGORIES*TOPIC _IMPRESSIONS% _{VS. BENCHMARK}PERFORMANCE

1 Lifestyle 2% +125% 2 Entertainment 4% +101% 3 Business News 3% +99% 4 Shopping 1% +95% 5 Celebrity News 3% +93% 6 Technology News 17% +70% 7 Music 14% +65% 8 Consumer Electronics 5% +61% 9 Movies 6% +53% 10 News 3% +36%

When trends were

clustered into topic

categories, technology

and music saw the highest

volume of impressions,

while lifestyle and

entertainment topic

categories performed

best in aggregate. Music

proved to be a key topic

category in Q3 as summer

festival season peaked,

while sports and broadcast

television experienced

annual lulls.

Auto

(8)

Trends by Industry

Trends surrounding entertainment personalities are critical for CPG advertisers, many of which target female audiences. Unlike in other industry verticals, the non-entertainment endeavors of these celebrities drove the highest engagement metrics.

As a result, improved campaign success occurred when surrounding the charitable and business ventures of entertainers rather than gossip-oriented celebrity news.

1 Music 4% +226% 2 Movies 2% +223% 3 Technology News 2% +188% 4 Entertainment 1% +119% 5 Business News 2% +119% *Impression Minimum: 200k

RANK TOPIC* TOP TREND _{VS. BENCHMARK}PERFORMANCE 1 Blake Lively Martha Stewart discusses Preserve website and their friendship w/ HuffPo +667% 2 Pharrell Williams Pharrell’s Grammy hat donated to Newseum +409% 3 Coldplay Band donates $17k to terminally ill patient +398% 4 Johnny Depp Jams with Paul McCartney and blues band in new music video +393% 5 Ciara Ciara gets back with husband Future for the sake of their child +321%

(9)

RANK _CATEGORIES*TOPIC _IMPRESSIONS% PERFORMANCE VS. _BENCHMARK 1 Technology News 11% +576% 2 Television 7% +437% 3 Movies 9% +374% 4 Celebrity News 11% +286% 5 Sports 16% +281% *Impression Minimum: 200k

1 iPhone 6 Pre-orders hit record 4MM on first day +584% 2 Star Wars Episode VII J.J. Abrams tweets first photos of the Millenium Falcon +508% 3 Game of Thrones Charles Dance hints at flashbacks for new GoT season +467% 4 Selena Gomez Launches new clothing line called Dream Out Loud +460% 5 Skype Announcement that photo sharing coming to Skype + 453% In terms of real-time ad performance, Q3 saw a reciprocal

relationship between food & beverage campaigns and technology trends. Top performing trends skewed heavily against both young male and female demographics, which are critical for this vertical.

iPhone 6 trends performed well across several industry verticals but were the No.1 performer for Food & Beverage. Sports trends also proved valuable, driven by audiences seeking the most up-to-date information for NBA free agency and fantasy football advice during the first few weeks of the NFL season.

Food & Beverage

(10)

Across all industry verticals, Health & Wellness was the only one that saw business and political news trends perform best for driving engagement. Audiences engaging with these campaigns were more likely to do so while seeking information relevant to their daily lives. Political news saw various trends consistently perform well, despite no single trend cracking the top five. Instead, the overall top performing trend was related to TV, even though entertainment topics were less effective for these audiences overall. Outliers such as this are common within real-time advertising and demonstrate the value of trend targeting.

1 Political News 2% +220%

2 Business News 15% +216%

3 Technology News 14% +192%

4 Food 2% +187%

5 Health & Well Being 2% +140%

RANK TOPIC* TOP TREND _{VS. BENCHMARK}PERFORMANCE 1 Emmy Awards Breaking Bad wins big at this year’s Emmy Awards +381% 2 Amazon Amazon swoops in to purchase Twitch instead of Google +361% 3 Cupcakes Crumbs bakery to reopen stores after court approval +335% 4 Samsung Samsung Galaxy Note 4 release information updated +328% 5 iPhone 6 Pre-orders hit record 4MM on first day +326%

Health & Wellness

(11)

RANK _CATEGORIES*TOPIC _IMPRESSIONS% PERFORMANCE VS. _BENCHMARK

1 Music 20% +225% 2 Movies 8% +175% 3 Technology News 12% +160% 4 Celebrity News 5% +153% 5 Lifestyle 3% +150% *Impression Minimum: 200k

1 Julia Roberts Tells InStyle why she passed on Sleepless in Seattle +713% 2 Apple Hosts event on September 9th to make major product announcements +547% 3 Interstellar New trailer released goes viral +506% 4 Android New flatter design taking over the Play Store app soon +505% 5 Jessica Alba Actress plans to take her Honest Company public +485% Retail campaigns saw a strong connection with various

music trends throughout Q3 as they drove high engagement volumes as well as efficiency.

Specifically, pop artist trends such as Drake hosting the ESPY Awards, Chicago’s annual music festival, Lollapalooza, and Rihanna and Beyoncé’s summer tours were key to reaching these audiences.

Retail

(12)

RANK TOPIC* TOP TREND _{VS. BENCHMARK}PERFORMANCE 1 Amazon Amazon swoops in to purchase Twitch instead of Google +720% 2 Fashion Week NY Fashion Week kicks off bringing in tons of celebrities +705% 3 Jessica Simpson Extreme weight loss pictures inspire many +686% 4 iPad Apple prepares to launch much larger iPad in 2015 +640% 5 Miranda Kerr Named third-highest paid model in the world by Forbes +613%

While the top individual performing trends for technology campaigns skewed toward lifestyle and technology news, overall engagement for this industry vertical was largely driven by entertainment buffs.

Trends surrounding anticipation for the new season of

The Walking Dead, 2014 award shows (ESPY, Emmy and MTV VMAs) and the Toronto International Film Festival all performed well for this audience and demonstrated the power of entertainment tent-pole events.

1 Television 5% +409% 2 Entertainment 7% +315% 3 Music 17% +248% 4 Movies 6% +228% 5 Technology News 30% +214%

Technology

Trends by Industry

(13)

RANK _CATEGORIES*TOPIC _IMPRESSIONS% PERFORMANCE VS. _BENCHMARK 1 Technology News 15% +335% 2 Consumer Electronics 9% +214% 3 Entertainment 15% +180% 4 Movies 7% +147% 5 Sports 22% +128% *Impression Minimum: : 200k

1 LG LG releases photos of new wearable smartwatch, G Watch R +1513% 2 Nokia New pictures released of the upcoming Nokia 830 +793% 3 iCloud Apple acknowledges celebrity accounts hacked but denies iCloud breach +700% 4 Tom Brady Tom Brady tweets his resume from before he made it into NFL +513% 5 Teenage Mutant Ninja Turtles TMNT movie breaks August box office records +511% Considering most telecommunications campaigns primarily

focus on promoting wireless cellular and cable services, it is no surprise technology news and consumer electronics shopping trends were top performers.

This information seeking audience was most likely to engage with endemic content, but was also effectively reached via entertainment and sports trends. Specifically, NFL and premium cable TV content proved highly effective for engaging this audience.

Telecommunications

(14)

The technology news

category was the top

performer for video,

driven heavily by the

latest video gaming and

smartphone trends. Topic

category diversity within

video appeared lower than

display due to differences

in how users behave

on these platforms.

Audiences often seek out

music, TV and sports video

content, although sports

trends delivered lower ad

engagement.

1 Technology News 4% +64%

2 Celebrity News 4% +62%

3 Music 17% +53%

4 Movies 5% +52%

5 TV 17% +40%

Video by Platform

TRENDS

IN VIDEO

(15)

_.

_benchmark

1 Jared Leto Racy video footage of him

performing onstage goes viral +130%

2 League of

Legends

Annual video gaming

tournament begins in September +116%

3 Lady Gaga Singer parts ways with her long _{time manager, Troy Carter} +107% 4 Gay Marriage _{– Joan Rivers} Joan Rivers officiates two _{impromptu gay marriages} +103%

5 Bethany Mota Youtube star injures her ankle

during Dancing w/ the Stars +92%

6 True Blood HBO series finale airs +87%

7 Fifty Shades

of Grey

First trailer released for the

upcoming blockbuster film +85%

8 Demi Lovato

Singer announces she will make her album available for free download

+81%

9 Nicki Minaj MTV VMAs performance draws _{tons of viewer attention} +77%

10 Gone Girl New trailer available for

upcoming theatrical release +70%

_.

_benchmark

1 Gay Marriage

– Joan Rivers

Joan Rivers officiates two

impromptu gay marriages +120%

2 League of

Legends

Annual video gaming

tournament begins in September +118%

3 Comic Con Comic Con International _{2014 wraps} +109%

4 Lady Gaga Singer parts ways with her long _{time manager, Troy Carter} +106%

5 True Blood HBO series finale airs +103%

6 PewDiePIe _Ogre

Youtube star inks deal to upload new videos to new site before Youtube

+100%

7 Orange Is The

New Black

Grey’s Anatomy cast dressing up

as OITNB cast goes viral +85%

8 Topshop Retailer streams new fashion line

on Facebook, not runway +84%

9 Demi Lovato

Singer announces she will make her album available for free download

+80%

10 One Direction New single release breaks

previous daily download record +71%

*Impression Minimum: 10k *Impression Minimum: 10k

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TERM DEFINITION

Benchmark The aggregation of widely-used publicly-available industry benchmarks for digital ad _{performance from sources such as Google/Doubleclick, Sizmek & eMarketer}

Engagement The action taken by a user in response to being exposed to a digital ad. This can include _{clicks, engagements, likes/follows, shares, video views, landing page visits, etc}

Industry Vertical The aggregation of similar advertisers into broader groups to summarize trend-targeted _{ad performance metrics}

Performance The percent increase of aggregated KPIs across display and video campaigns then _{measured against industry benchmarks to provide context of ad effectiveness}

Topic A keyword or phrase activated against when a real-time trend is identified as relevant to an audience. (e.g. ‘iPhone 6’)

Topic Category The aggregation of similar topics into broader groups to summarize real-time trend ad _{performance on a more macro level.}

Trend The specific event, news, story or information that deems a topic relevant _{at a particular moment. (e.g. ‘iPhone 6 is bendable’)}

q3 r e p o r t 2014 july september Act On What s Trending

2014

july –

september

q3

r e p o r t

The No.1 overall performing trend

of Q3 was LG's announcement

of its new G Watch R Smartwatch,

which performed more than 10

times above industry average

Trend-based targeting

engagements were from the

technology topic category

Wearable device

trends were 252%

more effective than

industry average

1 out of 5

TABLE OF CONTENTS

Top Trends...4

Trends by Industry...

6

Trends in Video... 14

Methodology. . . .

16

New, real-time advertising trends constantly emerge across all

topic categories. In Q3 2014, perhaps no category grew faster

than technology news. As new social trends grow, so does the

available digital advertising inventory associated with them. In

Q3, 17% of display real-time impressions served by Taykey were

against technology news trends, up 15% from Q2.

Q3 saw many large-scale technology trends across various

sectors such as gaming, content streaming and personal

devices. While some trends around tent-pole events could

have been theoretically planned for in advance, many new

and unpredictable micro-trends emerged to impact media

performance. Ultimately, 1 out of every 5 trend-targeted

engagements for Q3 was a result of surrounding a technology

trend or micro-trend in real-time.

Trends surrounding personal devices accounted for 30% of

real-time engagements within the technology news category.

‘

Wearables

’

and

‘

tablets’ were the top performing device

types, performing at 3.5x and 3.1x above industry benchmark

respectively. Available ad inventory volume around these

types of trends did not surpass

‘

smartphones

’

, but their strong

performance and device advancements signify that these trends

will continue to increase their roles in real-time advertising.

technology trends key for

real-time advertising in q3 2014

Arguably, the largest technology tent-pole event of Q3 was the

release of the iPhone 6 and 6 Plus models. Marketers could have

planned for this, but no one could have predicted the iPhone 6

‘

bendgate

’

story. Additionally, no one could have known exactly

how brands like Samsung or Nokia would respond to counteract

this trend. Targeting various iPhone 6 trends proved both

desirable and scalable, but performance was only 13% better

than the aggregate Android phone trends combating them. In

fact, specific brands like Nokia and HTC saw their trends perform

2–3x better than Apple iPhone trends.

Overall, technology news trends performed 70% above industry

benchmarks and over-indexed in several industry verticals.

TOP

TRENDS

Many technology trends

dominated Q3 ad

performance, such as

Apple’s record setting

_september

_.

_.