MediaCom digital planning approach

LP - scripts plugged in page Supplier/technology: Gemius Where? Home page, in specific action buttons Purpose: Collect data about succesfull click & specific actions (test drives, car configurator, contact form, price list) in ATL campaigns Supplier/technology: Google Analytics Where? Home page, every sub-site, specific actions (price lists, car configurator, test drives, contact form, etc.) Purpose: Collect data about performance of specific tools and placemnets in digital activities (for example: placement – onet, tool – paid serach, etc.) Supplier/technology: Xaxis Where? Home page, models sub-sites, test drives, car configurator Purpose: To collect data about users who visited LP and use ratergeting display emission. In addition this data allows to build a profile of the user who visits the site and use look-a-like modeling. In this way, we can display emissions directly to those potentially interested Skoda and thereby increase the range of the Campaign. Supplier/technology: Quisma Where? Home page, every sub-site, specific actions (price lists, car configurator, test drives, contact form) Purpose: Necessary data to Customer Journey project Supplier/technology: Google AdWords Where? In 2D car configurator & „KNR” form Purpose: Collect data about no. of specific actions & CPA to optimize budget split

Conversion / Sale Customer Journey is about measuring and evaluating the impact of communication channels on digital conversions Search Facebook Context VOD Mailing Last Click Attribution Individual Attribution

Historical path positions IntroducersClosers Average Customer Journey 2014

Customer Journey changes optimisation perspective Introducers 4.5%12.6%82.9% Influencers Last Click Conversion Share % 13.5% 82.0%71.8%14.7% +0.9 pp pp Individual Model Conversion Share % Closers

Thanks to Customer Journey analysis we can take into account cross- channel effects. Channels assisting conversions benefit from attribution modelling. The effect of closing channels on conversions is reduced by Customer Journey analysis. Channel performance CPL Last Click CPL Individual Diff Budget Recommendation Other % - GDN % Reduce Context % Reduce Reach % Optimize VOD % - Xaxis % Optimize SEA Brand % Full potential Quisma Retargeting % Increase SEA Generic % Reduce Impact % - Mailing % Reduce Google Retargeting % Reduce Affiliate374111% Full potential Social % Increase SEO % - AVG225 -

Average CPL in 2014: 225 PLN vs Average CPL in 2013: 679 PLN Source goes here Overall Performance Performance trend

DMP PROJECT - How does it work? (scheme)

KPI in peformance activities: LEAD Generating (test drive and request for offer) AFFILIATION & OTHER PERFORMANCE ACTIVITIES ARE A VERY IMPORTANT TOOL IN THE OVERALL PROCESS OF BUILDING A SALES PROSPECTING FOR THE DEALER NETWORK: THEIR PRESENCE AND EFFICIENCY OPTIMIZING HAVE A DIRECT IMPACT ON SKODA BUSINESS All traffic from the performance activities is directed to the 2 dedicated Landing Pages: 1. with possibility to request a test drive 2. with request for offer WHY DEDICATED LANDING PAGES? We use dedicated LP for performance activites beacuse: -we want to encourage the user to perform a specific action (test drive or request for offer) -focus their attention to a specific purpose (there is no possibilites to leave the form and go to the other part of brand portal) -only with dedicated LP we can settle affliate activities with publishers in tipical performance model (cost per lead) -Still we can make use of cookies collected on these landing pages in further media process Affiliate & Facebook forms

Test Drive form

Offer form

TEST DRIVE & REQUEST FOR OFFER: Affiliate & Facebook forms - assumptions 3. WE HAVE FOLLOWING CODES IMPLEMENTED ON LP: -Quisma Media Platform (java script container) -Xaxis (JS) -GDE (Gemius) (JS) -Facebook Retargeting Code (only JS) -Facebook Conversion Tracking 1. LP design is based on the html5 + css + javascript 2. MEDIACOM TASKS: Preparing the FRONTED of whole website + preparation for integration it with SKODA ODS (according to specification) GSM TASK is to carry out the process of integrating SKODA ODS with our LP

Why we have to use java scripts? 1. QMP Scripts are used to track the campaign (all measuring systems are based on technology JS) 2. With JS codes we have the ability to implement publisher codes to optimize their activities and finally settle accounts with them in a Efficiency Model (CPL) (For Performance Landing Pages) 3. We have the ability to configure various parameters and use these data to advanced approach to our campaigns e.g. Retargeting Strategies (for Brand Portal & Performance Landing Pages) currently we use dynamic retargeting (DCO) in which creations get data from the measured parameters (eg. the car price list download with specific car model) - without JS scripts we would have prepared hundreds of extra static creations for each reatrgeting scenarios (thanks DCO we have budget & work saving / Retargeting is more effective) 4. There is the possibility of redirecting our user to the LP with specific car model (which he was interested in earlier) thanks to the dynamic retargeting (much better fit to the user needs, shortening the way to lead generating) 5. Additionally, in the case of LP with request for offer we use: - field changes depending on the engine version of the model - changes in the price range dependent on the car choice, which gives us custom approach per user 6. Performance marketing activities are very important part of the Consumer Journey (Closer part), and their correct measurement is only possible using the JS scriptcs

We only use tracking pixels on car configurator – there is no possibility to impelement JS codes on this part of SKODA webiste EXAMPLE OF TRACKING PIXEL: WHY WE DO NOT RECOMMEND USING TRACKING PIXELS? -Static solution - their implementation requires significantly more resources -We can use all possibilities to optimize our campaigns - disables dynamic retargeting mode (can only be static) -Tracking pixels does not allow the settlement accounts with publishers in CPL model in many cases & gives much less data to optimize their activities Tracking pixels – not recommended