1. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 De-averaging the connected consumer

2. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Social media Social media Social media… Blah blah blah… 2 Need Purchase

3. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 The real challenge is not to keep up with the fastest adopters, but to plan for sheer diversity 3 Weekly digital activities - Global % Younger (16-24 years)Older (55-65 years) SOURCE: Connected Life Communication Social Information seeking Entertainment

4. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 But how do you prioritise? 4 Share of media time online (%) Proportion with high income (%) 16-24 years old Flight buyers 55-65 years old Flight buyers 26%38% 79% 38% Source: Connected Life

5. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 This isn’t just about differences between age groups. The ‘average’ always hides diversity 5 Hours per day – 16-24s [Norway] Least connected (10%) Average score Most connected (1%) 1hr 3hrs 14hrs Source: Connected Life

6. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 New touchpoint priorities Four opportunities to focus on instead 6 New ways to target consumers New way to target moments New ways to segment

7. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 There is a smarter way to target High LowHigh Digital influence Social engagement Low ObserversLeaders Functionals Connectors 18 % 28 % 37 % 18 % Source: Connected Life

8. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 They can be found in different places 8 Share of time spent on devices and media among segments [NORWAY} FunctionalsConnectorsObserversLeaders Share of time on devices (%) Share of time on media (%) MediaDevices Source: Connected Life

9. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 And react very differently to brand content 9 “I like what I am seeing with ads on snapchat... and same with Instagram. I even find myself following brands pages or snap feeds just because I am a fan of how they use the medium.” (Mexico) Source: Connected Life

10. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 New touchpoint priorities Four opportunities to focus on instead 10 New ways to target consumers New way to target moments New ways to segment

11. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Programmatic is problematic

12. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 % who have made mind up on brand (pre-research) Choose the brand of product they buy before they even start researching The majority are not ‘influenced’ by their journey 51% Source: Connected Life

13. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 It’s a marketplace 13

14. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 What if you could instead advertise just to those who were already pre-disposed to your brand? 34

15. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 We’ve started doing this for brands, and using lookalike modelling to buy media against those consumer groups Look-alike model Internet behaviour Purchase behaviour Ad 35

16. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Targeting higher up the funnel 36

17. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 HOTEL +38%+500% ConsiderationSales (vs. behavioural targeting) 37 Source: TNS case study

18. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 New touchpoint priorities Four opportunities to focus on instead 18 New ways to target consumers New way to target moments New ways to segment

19. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Do fewer things better 1.Shelf presence in supermarkets 2.POS 3.Promotion stands in supermarkets 4.TV ads 5.Print ads 6.Family and friends recommendation 7.Coffee used in gastronomy 8.Supermarket flyers 9.Billboard ads 10.Product usage Source: TNS case study

20. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 And make them count – every touchpoint is becoming multi-modal 47% 23% 34% Brand Building Connecting with brands on Facebook Converting Using social in P2P Servicing Seek service solutions via social Source: Connected Life

21. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Conversion can happen anywhere

22. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Social is the next service channel Source: Connected Life 2015 - Banking Received a responseDid not receive a response 53 80 Relationship strength Source: Connected Life

23. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 New touchpoint priorities Four opportunities to focus on instead 23 New ways to target consumers New way to target moments New ways to segment

24. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Device use is constant throughout the day Reach of devices and media throughout the day – Norway % Source: Connected Life 24

25. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Brand equity is not Situational Equity 0 2 4 6 8 Evening (7pm – 9pm) Late night ( After 11pm ) Mid afternoon (7pm – 9pm) Midday (12am – 2pm) Early morning (6am-9am) 10 8

26. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Starbucks already know this 9

27. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Four opportunities to focus on instead 27 Identify the right touchpoints Understand their mindset Align them against brand moments De-average your consumer New touchpoint priorities New ways to target consumers New way to target moments New ways to segment

28. 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 2016 Just one example from Nivea in Brazil 28