Niq Global Intelligence Plc · NYSE:NIQ

Niq Global Intelligence — GfK — GfK Webinar: Online Cross Device Usage (September 2016)

33 slides from Niq Global Intelligence's conference presentation, Sep 6, 2016

1. Slide 1: Online Cross Device Usage

   Online Cross Device Usage Best Practice Insights for Retailer & Fashion GfK Webinar am 6. September 2016 © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion Referent: Erk Maassen 1

2. Slide 2: What you can expect …

   What you can expect … … our insight parkour for the next 45 minutes 2. Cross-Device 1. Mobile First? User Growth? 4. Programmatic: 5. Summary what else? & Q&A 3. Apps for Gaming & Chatting only? © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & F

3. Slide 3: Mobile First?

   Mobile First? © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion 3

4. Slide 4: “Mobile First”, always and everywhere?

   “Mobile First”, always and everywhere? Targeting “Mobile 1st” website design Mobile Advertising Touchpoint integration Apps supporting selling | marketing your products & Easy mobile services Shopping Convenient mobile Payment © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Pr

5. Slide 5: Understanding online behavior via website classification

   Understanding online behavior via website classification To provide meaningful insights into online usage behavior, GfK developed proprietary website taxonomy. All relevant websites are classified for three dimensions User Activity Online Content Business Context Classification based on Classificati

6. Slide 6: Relevance of Mobile depends by User Activity

   Relevance of Mobile depends by User Activity 44 294 558 Minutes per month Minutes per month Minutes per month Online Usage Total (in minutes) 82% 43% 21% % mobile* usage share as of total Money Management Shopping / Auctions / Rent Gaming / Gambling online usage Mobile 1st? Mobile 1st? Mobile 1st? N

7. Slide 7: Relevance of Mobile depends by User Activity

   Relevance of Mobile depends by User Activity 89% 82% 61% 62% 53% 43% 43% 43% 46% 46% 30% 21% % mobile* usage share as of total online usage Mobile 1st? Mobile 1st? Mobile 1st? Not Really Probably Must Have * Tablet & Smartphone © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best P

8. Slide 8: Relevance of Mobile depends by Online Content

   Relevance of Mobile depends by Online Content 69 32 57 Minutes per month Minutes per month Minutes per Month Online Usage Total (in minutes) 65% 38% 24% % mobile* usage share as of total online usage Finance Fashion Lifestyle & Hobbies Mobile 1st? Mobile 1st? Mobile 1st? Not Really Probably Must Hav

9. Slide 9: Relevance of Mobile depends by Online Content

   Relevance of Mobile depends by Online Content 83% 77% 65% 51% 54% 44% 35% 37% 38% 38% 40% 20% 22% 24% 24% 14% 16% 20% % mobile* usage share as of total online usage Mobile 1st? Mobile 1st? Mobile1st? Not Really Probably Must Have * Tablet & Smartphone © GfK 06. September 2016 | GfK Webinar Online Cr

10. Slide 10: Target group potential needs to inform mobile 1st prioritization

    Also, target group potential needs to inform mobile 1st prioritization Male Female Male Female Example Fashion 50+ 50+ 20 to 49 20 to 49 Unique User 4.0 Mio. User 4.5 Mio. User 6.7 Mio. User 8.8 Mio. User Monthly Duration per User 16 Minutes per User 34 Minutes per User 29 Minutes per User 42 Minute

11. Slide 11: Device Affinity

    Also, target group potential needs to inform mobile 1st prioritization Male Female Male Female Example Fashion 50+ 50+ 20 to 49 20 to 49 Unique User 4.0 Mio. User 4.5 Mio. User 6.7 Mio. User 8.8 Mio. User Monthly Duration per User 16 Minutes per User 34 Minutes per User 29 Minutes per User 42 Minute

12. Slide 12: Cross-Device User Growth?

    Cross-Device User Growth? © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion 12

13. Slide 13: Digital assets provide exciting opportunities for retailers and manufacturers

    Digital assets provide exciting opportunities for retailers and manufacturers! Inform Win new customers and drive Penetration Engage Optimize by device Promote Retain existing customers Sell © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashi

14. Slide 14: User opportunity by business context

    User opportunity by business context New Buyer Engagement Opportunity! Opportunity! Monthly Unique User (in Mio.) Frequency of Usage (usage days) 1 Day 2 Days 3-5 Days > 6 Days Grocery 21 40% 19% 24% 17% Fashion 26 36% 21% 24% 19% Electronics | 15 51% 19% 18% 12% Appliances Home | Furniture | 22 42%

15. Slide 15: Mobile devices significantly increase user reach!

    Mobile devices significantly increase user reach! Grocery Electronics Home | Furniture | Garden 6.9 Mio. 33 %. 6.7 Mio. 45 %. 6.3 Mio. 29 %. incremental user via incremental user via incremental user via mobile mobile mobile 2,5 2,6 4,3 3,5 1,9 2,7 2,9 21,0 4,7 21,6 1,5 14,9 11,2 12,6 6,7 Desktop On

16. Slide 16: Best Practice Example - Grocery

    Best Practice Example - Grocery Best in Class - Lidl Benchmark: Ø of top 2 to 6 ranked (by net reach) grocery retailer* 4.1 Mio. 41 %. 33 %. incremental user via mobile 1.3 Mio. incremental user via mobile 1,4 2,7 0,6 0,5 10,2 0,8 0,1 4,1 5,4 2,6 Desktop Only Desktop + Mobile Smartphone Only Tablet

17. Slide 17: Best Practice Example - Fashion

    Best Practice Example - Fashion % of incremental mobile user of total user 24 %. 35 %. 49 %. 42 %. 26 %. Smartphone & Tablet Tablet Only 1.7 Mio UU 1.6 Mio UU 1.5 Mio UU 1.2 Mio UU 0.6 Mio UU Smartphone Only Desktop only + Desktop & Mobile Bonprix Brand A H&M Brand B Brand C Unique Monthly 6.8 Mio U

18. Slide 18: Mobile applications not just about incremental reach!

    Mobile applications not just about incremental reach! But also about reaching different groups of consumers! © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion 18

19. Slide 19: Devices do attract significantly different consumer groups!

    Devices do attract significantly different consumer groups! Example of different consumer profiles by device for: Audience Share (in %) in % of all User Index Difference vs. Desktop Desktop Tablet Smartphone (= 100) (= 100) Male 60% 113 Age <= 35y 31% 209 4+ Households 24% 175 Demographics HH Net In

20. Slide 20: Apps for Gaming and Chatting only?

    Apps for Gaming and Chatting only? © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion 20

21. Slide 21: Reach without quality = wasted marketing investments

    Reach without quality = wasted marketing investments New User New User © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion 21

22. Slide 22: Significant performance differences on User Quality!

    Significant performance differences on User Quality! Monthly Bouncer Monthly Recurrent Monthly 6+ Days Monthly Duration Share User Share User Share per User (minutes) H&M, Bonprix H&M, Lidl, Netto- H&M, Rossmann, Bonprix, H&M, Ikea, Rossmann, Kaufland Online Kaufland, Aldi Süd Netto-online, Zalando

23. Slide 23: Apps can be tremendously successful in increasing user engagement!

    Apps can be tremendously successful in increasing user engagement! © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion Source: http://openscience.com/ 23

24. Slide 24: Apps are already fully learned and adopted in user activities

    Apps are already fully learned and adopted in user activities such as … 1. Communication 2. Gaming | Gambling 3. Social Networking 48 Mio. monthly 41 Mio. monthly 46 Mio. monthly Unique User Unique User Unique User of these 41 32 28 … Mio. people do use an App % App usage share as 88 %. 81 %. 40 %.

25. Slide 25: Also for retailers, apps can significantly increase user engagement

    Also for retailers, apps can significantly increase user engagement for for Grocery Fashion Monthly unique user Monthly Duration per User Monthly unique user Monthly Duration per User (in Mio.) (in minutes) (in Mio.) (in minutes) Across all Devices 21 Mio. 20 26 Mio. 32 Desktop 14 Mio. 22 18 Mio. 28

26. Slide 26: Programmatic: what else?

    Programmatic: what else? © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion 26

27. Slide 27: From insights to strategic media planning

    From insights to strategic media planning 200 Younger Net Reach Index Women <= 49 years 180 Familie.de Urbia Pinterest 160 Gofeminin 140 Brigitte Helpster Instagram 120 Facebook Bunte Web.de 100 Bild.de Spiegel Online CHIP Tumblr 80 Twitter T-Online ComputerBild Heise 60 Older Kicker 60 80 100 120 1

28. Slide 28: Strategic media planning needs to align with advertising format

    Importantly, strategic media planning need to align with advertising format! Total reach across all Websites | Apps* 7.2 Mio. Unique User * familie.de, Pinterest, Urbia, Gofeminin, Bunte, Brigitte Women <= 49 Years Unique User in Mio. Duration as % of total Desktop 3,6 Desktop 29% Smartphone 3,8 Sma

29. Slide 29: Summary & Q&A

    Summary & Q&A © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion 29

30. Slide 30: Where the information is coming from – GfK Crossmedia Visualizer

    Where the information is coming from – GfK Crossmedia Visualizer Rich cross device insights for your business needs – at your finger print Unique data foundation Easy insights Passive metered, behavioral data. For all devices. Web-based tool which gives easy to access data and to use dashboard repor

31. Slide 31: Und was kann ich als Werbetreibender mit den Ergebnissen machen?

    Und was kann ich als Werbetreibender mit den Ergebnissen machen? Verstehen Sie Ihre Zielgruppen besser Bewerten Sie Kooperationspartner hinsichtlich Ihrer Relevanz für bestimmte Zielgruppen Leiten sie Informationen für relevanten Überprüfen Sie die Relevanz und Zielgruppen-Content ab Besucherprofile

32. Slide 32: Ihr Ansprechpartner

    Ihr Ansprechpartner Erk Maassen Senior Director, Advanced Business Solutions, GfK +49 40 5561 5927 Erk.Maassen@gfk.com © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion 32

33. Slide 33: Vielen Dank für Ihre Aufmerksamkeit

    Vielen Dank für Ihre Aufmerksamkeit © GfK 06. September 2016 | GfK Webinar Online Cross Device Usage: Best Practice Insights for Retailer & Fashion 33

GfK — GfK Webinar: Online Cross Device Usage (September 2016) on 6ix