242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2012 MediaMind | A Division of DG | All rights reserved Prepared by : Denise Tan | Alvin Wong | Low KaiChing Mediacom P&G 2012 Review

© 2012 MediaMind | A division of DG | All rights reserved Agenda ▸ Overview of 2012 P&G Brands Usage in ASEAN Markets -> 1 slide Adserving spends by Markets Adserving performance by Publishers -> 10slides Adformats usage & performance by market ▸ Highs & Lows for 2012 ▸ Directives for 2013 ▸ Q&A

© 2012 MediaMind | A division of DG | All rights reserved Instream Video landscape Q4 VPAID Certifications Q3 More local Publishers (VAST) Start VPAID certifications Q2 18Publishers (VAST)

© 2012 MediaMind | A division of DG | All rights reserved Instream Video Certifications – as of Jan’13

© 2012 MediaMind | A division of DG | All rights reserved P&G Brands & Campaigns Does not include the following 11 campaigns: -ID Special Olympics Apr ID_Olympic_MBCI_Preroll_MJ2012 -MY_OlympicWave2_Jul2012 -MY_P&G_Olympic_May2012 -SG_MAM_May2012 -SG_P&G_Olympic_May&Jul2012 -TH Olympic May pg_vn_ANAK II_Feb-March_2012 -pg_vn_MMCI_dis_Mar pg_vn_PSOM_May-Aug_2012 -VN_Vietnam Got Talent_Sept2012 Top 5 Brands by # of campaigns SKII Olay Gillette Ambipur Pantene

© 2012 MediaMind | A division of DG | All rights reserved Adserving Spends

© 2012 MediaMind | A division of DG | All rights reserved Adserving Spends – Monthly Adserving spends General increasing spends in all markets after June 2012 with drop after Nov 2012 SG adserving spends dropped significantly in Nov ID adserving spends started to increase after Jul where the invoices started to get resolved Adserving spends General increasing spends in all markets after June 2012 with drop after Nov 2012 SG adserving spends dropped significantly in Nov ID adserving spends started to increase after Jul where the invoices started to get resolved

© 2012 MediaMind | A division of DG | All rights reserved Adserving Spends – iVideo Adserving spends 53% of total adserving spends was for Ivideo ( instream, video banners) Q3 increase from Q2 by 46% and Q4 almost doubled Q3 by 95% => Overall 184% increase from Q2 to Q4 Adserving spends 53% of total adserving spends was for Ivideo ( instream, video banners) Q3 increase from Q2 by 46% and Q4 almost doubled Q3 by 95% => Overall 184% increase from Q2 to Q4

© 2012 MediaMind | A division of DG | All rights reserved Preroll Adserving Performance (ID) Viki performs the best in terms of CTR & VFPR with less than 1% of served impression. Adotube served more than 15% of impression however the VFPR is below 60%. Vdopia served more than 19% of impression however the CTR is in the last ranking at 1.8% only. Viki performs the best in terms of CTR & VFPR with less than 1% of served impression. Adotube served more than 15% of impression however the VFPR is below 60%. Vdopia served more than 19% of impression however the CTR is in the last ranking at 1.8% only.

© 2012 MediaMind | A division of DG | All rights reserved Preroll Adserving Performance (MY) Viki performs the best in terms of CTR & VFPR with only 1.24% of served impression. Alt Media has the highest VFPR at 93.7% however the CTR is in the last ranking at 1.8%. Youtube served more than 39% of impression however the CTR & VFPR less than Viki which only served 1.24% of impression. Viki performs the best in terms of CTR & VFPR with only 1.24% of served impression. Alt Media has the highest VFPR at 93.7% however the CTR is in the last ranking at 1.8%. Youtube served more than 39% of impression however the CTR & VFPR less than Viki which only served 1.24% of impression.

© 2012 MediaMind | A division of DG | All rights reserved Preroll Adserving Performance (SG) Viki performs the best in terms of CTR & VFPR with only 0.55% of served impression. Youtube served more than 32% of impression however the CTR & VFPR is less than Viki. Viki performs the best in terms of CTR & VFPR with only 0.55% of served impression. Youtube served more than 32% of impression however the CTR & VFPR is less than Viki.

© 2012 MediaMind | A division of DG | All rights reserved Preroll Adserving Performance (TH) Komli has the highest % of served impression but the CTR & VFPR are not ideal. Viki performs the best in terms of CTR & VFPR with only 0.12% of served impression. TribalFusion, Adotube have good CTR but VFPR is less than 50%. Komli has the highest % of served impression but the CTR & VFPR are not ideal. Viki performs the best in terms of CTR & VFPR with only 0.12% of served impression. TribalFusion, Adotube have good CTR but VFPR is less than 50%.

© 2012 MediaMind | A division of DG | All rights reserved Preroll Adserving Performance (VN) Ambient has better CTR & VFPR than Admicro even though the % of served impression is lesser than Admicro.

© 2012 MediaMind | A division of DG | All rights reserved iMedia Adserving Performance (ID) Komli has the highest CTR but dwell rate is less ideal. Adstars performs good in terms of CTR & dwell rate with only 0.06% of served impression. Komli has the highest CTR but dwell rate is less ideal. Adstars performs good in terms of CTR & dwell rate with only 0.06% of served impression.

© 2012 MediaMind | A division of DG | All rights reserved iMedia Adserving Performance (MY) TribalFusion has the best CTR & dwell rate with only 1% of served impression. 74% of served imp from Facebook media buys but this is contributing to a very low CTR of 0.01% only. TribalFusion has the best CTR & dwell rate with only 1% of served impression. 74% of served imp from Facebook media buys but this is contributing to a very low CTR of 0.01% only.

© 2012 MediaMind | A division of DG | All rights reserved iMedia Adserving Performance (SG) MSN Asiapac has better CTR & dwell rate in comparison to Yahoo! which ran rich media % of served imp from Facebook media buys but this is contributing to a very low CTR. MSN Asiapac has better CTR & dwell rate in comparison to Yahoo! which ran rich media % of served imp from Facebook media buys but this is contributing to a very low CTR.

© 2012 MediaMind | A division of DG | All rights reserved iMedia Adserving Performance (TH) Baanlaesuan.com has the best CTR & dwell rate with only 0.01% of served imp, followed by MSN AsiaPac which has 0.17% of served imp. Mthai, Kapook & Sanook has more than 13% of served imp, however the CTR & dwell rate are moderate. Baanlaesuan.com has the best CTR & dwell rate with only 0.01% of served imp, followed by MSN AsiaPac which has 0.17% of served imp. Mthai, Kapook & Sanook has more than 13% of served imp, however the CTR & dwell rate are moderate.

© 2012 MediaMind | A division of DG | All rights reserved iMedia Adserving Performance (VN) 24H VN has the best dwell rate in comparison to Ambient & Nhaccuatui which ran rich media. Ambient has the best CTR in comparison to 24H VN & Nhaccuatui which ran rich media. Innity has the best CTR in comparison to all other sites. 100% of imedia banners doing impression & click tracking only due to market conditions With the latency speed issue being looked into currently between MM & Publisher, we can expect improvements & to adserve for VN Publishers. 24H VN has the best dwell rate in comparison to Ambient & Nhaccuatui which ran rich media. Ambient has the best CTR in comparison to 24H VN & Nhaccuatui which ran rich media. Innity has the best CTR in comparison to all other sites. 100% of imedia banners doing impression & click tracking only due to market conditions With the latency speed issue being looked into currently between MM & Publisher, we can expect improvements & to adserve for VN Publishers.

242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2012 MediaMind | A Division of DG | All rights reserved Adformats Usage & Performance by market Adformats Usage & Performance by market

© 2012 MediaMind | A division of DG | All rights reserved Adformats usage by served imps Tracking Total served imps : 82.7 % uses Tracking Pixels & Standard Banner 14.4 % uses video banners ( Instream & video banners ) Remaining 3 % across other adformats – RichMedia, Mobile adformats Total served imps : 82.7 % uses Tracking Pixels & Standard Banner 14.4 % uses video banners ( Instream & video banners ) Remaining 3 % across other adformats – RichMedia, Mobile adformats

© 2012 MediaMind | A division of DG | All rights reserved Adformats CTR Performance Compared to SE Asia MM Benchmarks, P&G has performed better in CTR for : Instream Video Mobile Banners Polite Banners (non video) Standard Banners Expandable / Push Down Banners are performing lower than average benchmarks but can be improved with innovative executions Compared to SE Asia MM Benchmarks, P&G has performed better in CTR for : Instream Video Mobile Banners Polite Banners (non video) Standard Banners Expandable / Push Down Banners are performing lower than average benchmarks but can be improved with innovative executions Ad FormatP&G ‘s CTR MM Benchmarks CTR - SE Asia H In-Stream Video/Tracking4.10%4.00% Mobile Standard/ Tracking0.60%0.45% Ivideo0.37%0.00% Polite Banner0.31%0.26% Standard Banner/ Tracking Pixel0.30%0.12% Expandable Banner0.23%0.41% PushDown Banner0.18%0.58% Wallpaper Ad0.00%

© 2012 MediaMind | A division of DG | All rights reserved iVideo Adformats : CTR, Dwell, Video Performance Instream Video(+ tracking) surpasses Ivideo’s CTR, Video Started Rate and Video Fully Played Rate iVideo performance surpasses most metrics compared to MM Benchmarks SE Asia H see below table Instream Video(+ tracking) surpasses Ivideo’s CTR, Video Started Rate and Video Fully Played Rate iVideo performance surpasses most metrics compared to MM Benchmarks SE Asia H see below table Ad Format Ad Format Usage: % of served imps CTRDwell RateVideo Started RateVideo Fully Played Rate In-Stream Video9.9%4.06%0.0%95.7%71.7% Ivideo (MM Exp& Polite Adformats, with Videos) 4.4% 0.4% (above benchmark) 13.8% (above benchmark) 6.7% - depends if video is user /auto intitated 63.2% (above benchmark) Total 14.3%2.9%4.2%68.4%71.5%

© 2012 MediaMind | A division of DG | All rights reserved Adformats usage by Market - ID Increase usage of Instream Video, Mobile banners for higher than benchmarks CTR × Decrease usage of StdBanners and move towards RM banners which can provide more reporting metrics to analyse banner performance Increase usage of Instream Video, Mobile banners for higher than benchmarks CTR × Decrease usage of StdBanners and move towards RM banners which can provide more reporting metrics to analyse banner performance

© 2012 MediaMind | A division of DG | All rights reserved Adformats usage by Market - MY Increase usage of Instream Video, iVideo for higher than benchmarks CTR × Decrease usage of StdBanners and move towards RM banners which can provide more reporting metrics to analyse banner performance × Make use of more innovative, interactive Pushdown banners which are below CTR/ Dwell benchmarks Increase usage of Instream Video, iVideo for higher than benchmarks CTR × Decrease usage of StdBanners and move towards RM banners which can provide more reporting metrics to analyse banner performance × Make use of more innovative, interactive Pushdown banners which are below CTR/ Dwell benchmarks

© 2012 MediaMind | A division of DG | All rights reserved Adformats usage by Market - SG Increase usage of Instream Video for higher than benchmarks CTR × Decrease usage of StdBanners and move towards RM banners which can provide more reporting metrics to analyse banner performance × Make use of more innovative, interactive Exp banners which are below CTR benchmarks Increase usage of Instream Video for higher than benchmarks CTR × Decrease usage of StdBanners and move towards RM banners which can provide more reporting metrics to analyse banner performance × Make use of more innovative, interactive Exp banners which are below CTR benchmarks

© 2012 MediaMind | A division of DG | All rights reserved Adformats usage by Market - TH Increase usage of Instream Video for higher than benchmarks CTR RM Banners formats – Exp/ Pushdown banners are performing higher than CTR & Dwell rate benchmarks × Decrease usage of StdBanners which perform the worst of all adformats in TH Increase usage of Instream Video for higher than benchmarks CTR RM Banners formats – Exp/ Pushdown banners are performing higher than CTR & Dwell rate benchmarks × Decrease usage of StdBanners which perform the worst of all adformats in TH

© 2012 MediaMind | A division of DG | All rights reserved Adformats usage by Market - VN Increase usage of Instream Video for the high CTR of 9.64% ×RM Banners formats – Exp/ Polite banners are performing lower than CTR & Dwell rate benchmarks ×With adserving latencies to be resolved very soon, we can look to decrease usage of StdBanners which lack reporting metrics Increase usage of Instream Video for the high CTR of 9.64% ×RM Banners formats – Exp/ Polite banners are performing lower than CTR & Dwell rate benchmarks ×With adserving latencies to be resolved very soon, we can look to decrease usage of StdBanners which lack reporting metrics

© 2012 MediaMind | A division of DG | All rights reserved Year 2012 Within a year, the Mediacom ASEAN implementation team is fully self sufficient in using the MM platform for campaign management ; we have certified 40+ Video Publishers for Instream VAST Adserving.

© 2012 MediaMind | A division of DG | All rights reserved ASEAN Highs Campaign Taxonomy established IO Processes established Preroll campaigns for AMJ rolled out across 18 Video Publishers (certifications with MM within a month) VAST tags work with Comscore & DL Tagging Campaign Analysis Dashboard provided Daily added unique reports provided Q2 VPAID certification across existing VAST publishers Start of Mobile Banners ad usage in ID Geo Reporting made available Viewability Reporting made available Monthly Analysis Reports per market Q3 Adagoo Trial campaign for Olay SG(Oct) Visual Analytics (beta) launched for feedback gathering P&G Benchmarks for 2012 Q4

© 2012 MediaMind | A division of DG | All rights reserved ASEAN Lows Youtube Prerolls – only adtracking from MM due to Youtube’s policies Multibrand reporting not feasible Q2 Q3 Overdelivery of campaigns in MY & SG Mobile discrepancies in clicks tracking (Vserv) Roadblock for adserving in VN due to latencies experienced when users route their DNS to US IP addresses VPAID certifications not sufficient for campaigns usage iMedia usage for Rich Media is limited Q4

© 2012 MediaMind | A division of DG | All rights reserved Using Adagoo : SG_Olay_RG&WR_Oct2012(252624) Mediacom wanted to ascertain from Adagoo reports the profiles of target audience, inventory used for this Olay SG campaign. Effective Impressions for this campaign are defined as follows : Designated Audience: Gender/Age doesn’t affect the defined “Effective imps for the campaign” but will be seen in the reports Designated Audience: Gender/Age doesn’t affect the defined “Effective imps for the campaign” but will be seen in the reports

© 2012 MediaMind | A division of DG | All rights reserved Adagoo MediaBuy Findings 4.35% of imps were ineffective Youtube others mojo24.com allkpop.com mojo24.com allkpop.com Komli SG ranks highest for questionable content, beyond content categories chosen Adagoo also provides International Traffic (Domains) for the top 100 domains ; based on served imps Komli SG ranks highest for questionable content, beyond content categories chosen Adagoo also provides International Traffic (Domains) for the top 100 domains ; based on served imps

© 2012 MediaMind | A division of DG | All rights reserved Adagoo Mediabuy Findings SeeThru Rate of campaign = 42% ( total imps verified for questionable content/ total served imps) *100% 40% sampling is more then enough to reflect the campaign entire data (in fact 20% would also do the job) Questionable content ‘s domains are provided There will be domains which we cannot verify their content due to Publishers’ configuration – not being transparent with their traffic SeeThru Rate of campaign = 42% ( total imps verified for questionable content/ total served imps) *100% 40% sampling is more then enough to reflect the campaign entire data (in fact 20% would also do the job) Questionable content ‘s domains are provided There will be domains which we cannot verify their content due to Publishers’ configuration – not being transparent with their traffic

© 2012 MediaMind | A division of DG | All rights reserved Adagoo Findings : SG_Olay_RG&WR_Oct2012(252624) Windows PC is the main Device type used to access the campaign’s banners Komli SG ranks highest for questionable content, beyond content categories chosen

© 2012 MediaMind | A division of DG | All rights reserved Adagoo Audience Findings Males: Not the target audience Males: Not the target audience

© 2012 MediaMind | A division of DG | All rights reserved 2013 Working together

© 2012 MediaMind | A division of DG | All rights reserved Mobile Adserving MM to work with Mediacom to certify more Publishers for adserving : Instream Mobile Video ads Standard banners Rich media banners MM to work with Mediacom to certify more Publishers for adserving : Instream Mobile Video ads Standard banners Rich media banners

© 2012 MediaMind | A division of DG | All rights reserved Mobile Certifications (ASEAN) Current challenges faced No

© 2012 MediaMind | A division of DG | All rights reserved Rich Media (iMedia) Innovations MM to work with Mediacom/Pubs/Creative Agencies to provide expertise & demos kits for: Publisher – MM – P&G exclusive adformats RichMedia Ads with interactive features MM to work with Mediacom/Pubs/Creative Agencies to provide expertise & demos kits for: Publisher – MM – P&G exclusive adformats RichMedia Ads with interactive features P&G exclusive Focus Video Hot Spot Ad – Preview herehere

© 2012 MediaMind | A division of DG | All rights reserved RED Ad – Minisite, Polling feature ▸ Engage users with an informational, interactive banner : previewpreview

© 2012 MediaMind | A division of DG | All rights reserved Exp Banner – BarnDoor (Video) ▸ Barn Door swings open to reveal video ▸ Reminder icon for users to re-open the banner to see the video ▸ Preview Preview

© 2012 MediaMind | A division of DG | All rights reserved Exp Banner – BarnDoor (Minisite & Video) ▸ Barn Door swings open to reveal video & minisite ▸ Reminder icon for users to re-open the banner to see the video ▸ Barn Door swings open to reveal video & minisite ▸ Reminder icon for users to re-open the banner to see the video

© 2012 MediaMind | A division of DG | All rights reserved Rich Media (iVideo) Innovations MM to work with Mediacom/Creative agencies to provide expertise & demos kits for: VAST Smart Versioning VPAID Instream Ad Formats Polite Banners innovations MM to work with Mediacom/Creative agencies to provide expertise & demos kits for: VAST Smart Versioning VPAID Instream Ad Formats Polite Banners innovations

© 2012 MediaMind | A division of DG | All rights reserved Most brands only have 1 video used per campaign lifetime. (every 3months) Ad Fatigue /Overexposure sets in, affecting performance Makes Brand Messages Retargeting difficult Current Videos Usage for P&G Brands The need to optimise Instream video ads with Multiple Versions Allows improvement of campaign performance via : Creative Retargeting, Optimisation, Frequency Capping Allows improvement of campaign performance via : Creative Retargeting, Optimisation, Frequency Capping

© 2012 MediaMind | A division of DG | All rights reserved Smart Versioned Olay TE VAST Ad (VN) Each version can include TVC Product placement Promotions Images of Endorser Call-to-Action Each version can include TVC Product placement Promotions Images of Endorser Call-to-Action

© 2012 MediaMind | A division of DG | All rights reserved VPAID – AdSelector & Addapter ▸ Adselector :Allows users to choose the video they would like to view ▸ AdAppter : Allows social media interactions View Demo Demo View Demo Demo View Demo Demo View Demo Demo

© 2012 MediaMind | A division of DG | All rights reserved Polite Banner - MultiVideo ▸ Multiple videos to show in sequence in 1 ad impression ▸ Each video has a specified skin which is Smart Versionable ▸ This ad makes use of flash cookies of users to remember the last seen video by the user ▸ Next impression for the user will be for the next video in the sequence ▸ Preview Preview Videos will be shown in sequence, showing to user based on last viewed video

© 2012 MediaMind | A division of DG | All rights reserved Reporting enhancements ▸ Campaigns Domain Level Reporting Unspecified Domains are possible as MM cannot determine the domain name of the page the placement served on in these cases -> we are at the mercy of the publishers who can block their domains from our detection. ▸ Multibrand Campaign level reporting This will help to manage ad frequencies to be more optimal MediaMind will look into this request again ▸ Frequency Reports by frequency buckets Customise a report for P&G required frequency buckets – ie. Sum up imps for freq buckets : Freq 1-4, Freq 5-8

© 2012 MediaMind | A division of DG | All rights reserved Conversion Tagging ▸ Versa Tag (OneTag) Deployment on Ecommerce Sites Zalora – SG – SK II* GHH – ASEAN – Lifestyle Site* Partner P&G Sites in TH, ID * MM Versatag cannot be used because there are already container tags on these sites

© 2012 MediaMind | A division of DG | All rights reserved Q&A