2018 SCJ Glade At The Home Depot Campaign

Ben Chesterman I Sr. Account Executive

248-320-7042
bc@a.ki
 Glade PulgIns
Objective
Drive traffic to Home Depot and
thehomedepot.com, impacting
sales of Glade products.
Aki’s Campaign Approach
Innovative Technology: Kinetic
Aki is the only mobile company with the ability to
leverage real-time motion data within our Moment
targeting methodology. Aki will determine when
Home Depot shoppers are truly receptive throughout
their daily mobile habits and routines—serving rich
media expandable banners when audiences in lean
back list building mindsets, and standard banners
when they are on-the-go.
Identifying Your Audience
Leveraging a robust combination of data (Demo, Kinetic
Motion, Contextual, Purchase Based, Location, and 3rd
Party Behavioral), Aki will pre-qualify Home Depot
shoppers to ensure efficient and effective media spend.
Custom Moment + Creative Strategy
Aki will develop a custom moment strategy to reach
Home Depot shoppers during key moments throughout
their day, matching the creative format and messaging
to drive home Glade PlugIns message— impacting
online and in-store traffic at Home Depot.
Unmatched Analytics & Reporting
Aki will provide Moment Reporting, Kinetic Motion
Reporting and Visit Conversion Study as Added Value
to provide Glade with unmatched analytics to
understand your consumer’s behaviors.
Identifying the Glade
PlugIns Audience
Audience Segments:
Demo:
• Adults 25-54

Aki Shopper Data/Persistent Location Data:

• Home Depot Shoppers

3rd Party Audience:

• Travel Enthusiast
• Automotive Owner
• Interested in Sports & Fitness
• Music Lover
• Purchasers of Automotive Parts & Accessories
• Past Purchaser of Automobile Air Fresheners

3rd Party Source: TapFwd

Recommended Moment Groups
for Glade PlugIns
Each moment takes into account 35+ variables (motion, location,
location history, demo, phase of day, etc.) to target Home Depot
shoppers when they’re most receptive to Glade PlugIn’s message.

Receptive Get on the List Moments

Engage with Home Depot shoppers when they are most receptive such as
during a morning read, relaxing after work or after a workout.

Relevant On-The-Go Moments

Reach Home Depot shoppers when they are on-the-go, such as when they
are commuting to work, out shopping, or on a road trip.

Relevant Point of Purchase Moments

Speak directly to Home Depot shoppers when they are in-store, influencing
them in the final stage of the consumer journey.
Reaching Your Audience:
Morning Read Moment

MOMENT SIGNALS
MOMENT SIGNALS
Phase of Day/Time: Morning, 7am-11am

Demo: Home Depot Shoppers

Location: At Home
Context: Premium News, Sports, Weather
Session Length: Medium-Long
Device: Smartphone
Connection: Home Wi-Fi
Kinetic State: Sitting, Handling, Lying Down
Receptivity: High
Ad Format: Tap-to-expand Rich Media
Reaching Your Audience:
Home Depot Moment

MOMENT SIGNALS
MOMENT SIGNALS
Phase of Day/Time: Morning, 7am-11am

Demo: Home Depot Shoppers

Location: Home Depot
Context: Premium Weather, Sports, Shopping
Session Length: Short-Medium
Device: Smartphone
Connection: 3G/4G/Wi-Fi
Kinetic State: Stop & Go Motions + Handling
Receptivity: Low
Ad Format: Standard Banner
 Glade PlugIn’s Moment Strategy

RECEPTIVE GET ON THE RELEVANT ON-THE-GO RELEVANT POINT OF

LIST MOMENTS MOMENTS PURCHASE MOMENTS

Prime Time TV Moment Morning Commute Moment At Home Depot Moment

Weekend Mornings at Home Moment
Relaxing after Work Moment
After Dinner Moment
Night In Moment
Evening Commute Moment Conquest Competitive Retailer
Moment
Shopping Spree Moment
Retargeting Moment
Taking a Break From Work Moment
Workout Moment

First Impression Moment Happy Hour Moment

Morning Read Moment Road Trip Moment

Lunch Break Moment Music, Show & Theatre Moment

Post Workout Moment Weekend Brunch Moment

Auto Research Moment Sports & Fitness Moment

*Top Performing Shopper Marketing Moments Bolded

How Glade PlugIns Can Leverage Kinetic

Identify Identify
Home Depot Shoppers Home Depot Shoppers
While They Are While They Are
In-Store & On the Go “Leaning Back”
How Does Kinetic Work

Leverages the Gyroscope & Accelerometer

Accessing the built-in motion detectors similar to how shakeable ads, 360º video and
health apps track your daily steps work on mobile devices

Powered by Artificial Intelligence

Aki is the first platform ever to tie motion data to Artificial Intelligence in order to train
our platform to identify motion by sampling motion data 50 times per second

Motions Detected in Every Ad Call

In every ad call in any mobile app, Aki’s Kinetic technology will analyze motion data to
determine the REAL-TIME motion in order to target at scale before delivering an ad

Built-in Ad Fraud Detection

For any impression not exhibiting any motion, Aki will not serve an ad to provide media
efficiency and fraud protection against bot inventory
Gyroscope
Aki’s Kinetic Targeting Strategy

Kinetic Strategy Overview

Aki’s Kinetic technology will allow Glade PlugIn to find their audience while in specific
mindsets that will drive awareness and redemption of product offering— generating in-
store and online traffic. Aki will leverage the most relevant and receptive moments using
motion as the key indicator.
In-Store = Banner
➡ Kinetic Motion #1: In-Store
• Accelerometer Data: Stop and Go Motions
• Gyroscope Data: Phone is being handled at an up-right vertical angle
• Creative: Standard Banner

➡ Kinetic Motion #2: Lying Down & Reclining (Lean Back)

• Gyroscope Data: Phone is parallel to the floor or at a vertical slight angle
• Creative: Rich Media Expandable Banner

Retargeting Leaning Back = Expandable

Aki will retarget users who received a banner in store with a rich media expandable
banner when they are “leaning back” at Home, in order to reach Home Depot
shoppers at multiple touch points.
 Creative Execution: Option 1
Reach Home Depot Shoppers with custom messaging during receptive moments with rich media expandable banners,
and standard banners when they are on-the-go

“Leaning Back” On-The-Go

Aki to develop creative as Added Value

 Creative Execution: Option 2
Reach Home Depot Shoppers with custom messaging during receptive & on-the-go moments, leveraging standard
banners in both scenarios for maximum efficiency

“Leaning Back” On-The-Go

Aki to develop creative as Added Value
 Analyze & Optimize with Aki Analytics
MOMENT GROUP MICRO-MOMENT TIME OF DAY
3.1% 3.08% 2.0% Column2
2.82%
Active Lifestyle 6.31% 1.67%
2.66%
2.42% 1.44%
2.29% 1.5%
2.3%

Shopping Moments 8.12% 1.02%

1.0%
0.83%
1.6%

0.5%
Pre-Shopping Moments 5.96%
0.8%

0.00% 2.04% 4.08% 6.11% 8.15%

0.0%
Morning Afternoon Evening Late Night
0.0%
Home Shopping Moment Liquor Store Moment Happy Hour Moment Night Out Moment Weekend Getaway Moment

MOTION
DAY OF THE WEEK AUDIENCE
2.0%

Lying Down 0.93%

1.57% 1.53% 1.53% 18-29 1.73%

1.31% 1.33%
1.26%
1.20%

Reclining 0.90% 30-39 1.42%

40-49 1.27%
Table Active 0.40%

0.00% 2.00%
0.00% 0.25% 0.50% 0.75% 1.00% 0.0%
Sun Mon Tues Wed Thurs Fri Sat

KINETIC MOTION INSIGHTS BY PERFORMANCE TOP PERFORMING

REPORTING MICRO-MOMENT BY MOMENT AUDIENCE SEGMENTS
 Glade PlugIns $39K Proposal
Summary
Moment Strategy
Receptive Get on the List Moments
Relevant On-The-Go Moments
Relevant Point of Purchase Moments Total Impressions
Targeting
Audience Targeting
6,100,671
Geo Targeting
App Detect Targeting Total Added Value
Kinetic Targeting

Creative
$21,600+
Rich Media Expandable Banners
Standard Banners ECPM
Added Value
XXX
Standard Banners
$6.39
Moment & Kinetic Motion Reporting
Creative Production
Visit Conversion Study w/ Real Time Optimizations
THANK YOU
Ben Chesterman I Sr. Account Executive
248-320-7042
bc@a.ki