1. 1.1 Regardless of the level of sophistication exhibited by the systems underlying the DCO process, there will inevitably be situations where campaign performance data must be joined to plan data, additional performance data, etc. The digital analysts and planners ability to join this data effectively, and in turn identify meaningful insights is almost entirely driven by how strictly rigorous naming conventions are adhered to. The following section details a naming convention that should be followed for the Samsung DCO process for all digital campaign, placement and creative assets. It is meant to be strict, but simple, so that adherence will be strong. Naming taxonomies for the following objects will be defined: 1.Advertiser 2.Campaign 3.Placement 4.Creative 5.Click-thru URL Structured naming conventions are integral to the DCO Campaign PLANNING > GATHER DIGITAL PLANNING PREREQUISITES

2. 1.2 At the highest level of the taxonomy, Advertister Name should be simple but consistent, following the pattern currently in use by Samsung Notes 1.Client code in all advertising should be SE. 2.Client division to follow SE, up to two (2) characters. 3.Client code for advertising is up to four (4) letters (SE+ one or two letter division code). Advertiser Name PLANNING > GATHER DIGITAL PLANNING PREREQUISITES SE +NA = SENA Client, Samsung, is SE Client division, Nordics, is NA Client code for advertising (up to four letters)

3. 1.3 Campaign Name should be simple, but descriptive, such that any knowledgeable resource can quickly determine the high level campaign characteristics from the name alone. Notes 1.Taxonomy elements must be separated with “_” for consistency and ease of reporting. 2.Client code to follow Samsung structure, here SENA represents Samsung Nordics 3.Country code will be redundant for many divisions – however for those divisions that comprise multiple countries, this is a necessary element. 4.Division code is included because budgets and tactics are aligned to division 5.Campaign name must start DCO so Media Mind can identify the campaign as DCO vs non-DCO 6.PO/Estimate is important for reconciliation with billing/PO system Campaign Name PLANNING > GATHER DIGITAL PLANNING PREREQUISITES SENA_FN_HHP_FY11_DCOGalaxyVZW_POEstimate# Advertiser code (up to 4 letters) Fiscal Year 2 letter country code 2-3 letter division code Unique Campaign Name must start with DCO Client PO/Estimate #

4. 1.4 Placement Name should be simple, but descriptive, such that any knowledgeable resource can quickly determine the high level placement site, type and size from the name alone. Some elements are purposely redundant to the Campaign Name so that one does not need to join the Campaign to understand the placement. Notes 1.Taxonomy elements must be separated with “_” for consistency and ease of reporting. 2.Three letter placement type code must be chosen from defined list of codes 3.Site name must be chosen from defined list of consistently named sites 4.Specific placement dates are not included as placements can often be delayed for varying reasons. Advertiser Name PLANNING > GATHER DIGITAL PLANNING PREREQUISITES SENA_FN_MD_FY11_BAN_CNN_Networkbuy_300x250 3 letter placement type code Site name Unique placement name provided by site via RFP Unit size 2 letter country code 2-3 letter division code Fiscal Year Client code (up to 4 letters)

5. 1.5 For consistency and uniformity, one person needs to manage the creation of all new codes. Anytime a code needs to be created this request should be made to the Global DCO Manager. The Global DCO Manager will then confirm this code does not already exist and create a new, unique code. Sample Placement Type & Site List PLANNING > GATHER DIGITAL PLANNING PREREQUISITES

6. 1.6 Creative name should be simple, but descriptive, such that any knowledgeable resource can quickly determine the high level creative characteristics from the name alone. It is the digital planner’s ultimate responsibility to ensure the creative agency follows this taxonomy. The planner should double check all creative files before they are implemented to ensure the correct naming convention is followed. Notes 1.Taxonomy elements must be separated with “_” for consistency and ease of reporting. 2.Two letter country code can be set to “GB” if the creative has been supplied by the global team, and has been unaltered 3.Fiscal year is not part of the creative name, as creatives could potentially be used for more than one campaign or in a campaign that spans multiple fiscal years. Creative Name PLANNING > GATHER DIGITAL PLANNING PREREQUISITES SENA_FN_MD_DogDialsPhone_300x600_Flash Unique creative concept name Creative size 2 letter country code 2 letter division code Creative type Client code (up to 4 letters)

7. 1.7 The Click-Thru URL directs users to a specific web page after clicking on an advertisement. The Click-Thru URL is also important because Omniture coding is embedded in it. Notes 1.Taxonomy elements must be separated with “_” for consistency and ease of reporting. 2.Directly following the URL and immediately before the Country Code must be “/?cid=“ better wording needed 3.Start Date should follow the yyyymmdd date format. Click Thru URL PLANNING > GATHER DIGITAL PLANNING PREREQUISITES http://www.samsung.com/uk/smarttv/?cid=uk_banner_LoveFilm_SmartTV_20111011 Unique Campaign Name Start Date Publisher Placement type 2 letter Country Code Destination URL