2018 SCJ OFF!

Botanicals Campaign
Ben Chesterman I Sr. Account Executive
248-320-7042
bc@a.ki
OFF! Botanicals’
Objective
Drive awareness, coupon
redemption and sales for OFF!
Botanicals product.
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
shoppers are truly receptive throughout their daily
mobile habits and routines – serving rich media
expandable banners to 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 shoppers to
ensure efficient and effective media spend.
Custom Moment + Creative Strategy
Aki will develop a custom moment strategy to reach
shoppers during key moments throughout their day,
matching the creative format and messaging to drive
home OFF! Botanicals’ message – impacting
awareness, coupon redemption and sales.
AV Reporting & IRi Sales Lift Study
Aki will provide Moment Reporting, Kinetic Motion
Reporting, Aki Conversion Study with Real Time
Optimizations and IRi Sales Lift Study as Added
Value to provide OFF! Botanicals with unmatched
analytics to understand your consumer’s behaviors.
Identifying the OFF!
Botanicals Audience
Audience Segments:
Demo:
• Adults 25-54

Aki Shopper Data/Persistent Location Data:

• Walmart, CVS, Walgreens, Kroger, Albertsons/Safeway, Wakefern,
Delhaize, Meijer, HEB, Target, Publix & Ahold Shoppers

3rd Party Audience:

• Outdoor Enthusiast
• Healthy Living
• Interested in Fitness & Wellness
• Interested in Gardening
• Green Lifestyle
• Past Purchaser of Organic Foods
• Past Purchasers of Gardening Supplies & Décor
• Past Purchaser of Active/Outdoor Products
• Past Purchaser of Eco Friendly Household Products
3rd Party Source: TapFwd
Recommended Moment Groups
for OFF! Botanicals
Each moment takes into account 35+ variables (motion, location,
location history, demo, phase of day, etc.) to target shoppers when
they’re most receptive to OFF! Botanicals message.

Receptive Get on the List Moments

Engage with 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 shoppers when they are on-the-go, such as when they are camping
outdoors, out shopping, or on a road trip.

Relevant Point of Purchase Moments

Speak directly to shoppers when they are in-store, influencing them in the
final stage of the consumer journey.
Zooming In On The:
Morning Read Moment

MOMENT SIGNALS
Phase of Mornings, 6am-11am
Day/Time:
Demo: Retailer Shoppers, A25-54, Outdoor
Enthusiast, Healthy Living
Location: Home/Residential Area
Context: News, Sports, Weather,
Lifestyle
Session Length: Medium-High
Device: Smartphone
Connection: 3G/4G, Wi-Fi
Kinetic State: Standing, Sitting, Handling, Lying
Down
Receptivity: High
Ad Format: Rich Media Expandable
Banner
Zooming In On The:
Great Outdoors Moment

MOMENT SIGNALS

Phase of All Day, 8am-2am

Day/Time:
Demo: Retailer Shoppers, A25-54, Outdoor
Enthusiast, Healthy Living
Location: Park, Beach, Recreational
areas, Campgrounds etc.
Context: Weather, Lifestyle/Fitness,
Music
Session Length: Short-Medium
Device: Smartphone
Connection: 3G/4G
Kinetic State: Stop & Go Motions + Handling
Receptivity: Medium
Ad Format: Standard Banners
OFF! Botanicals’ Moment Strategy
RECEPTIVE GET ON THE LIST RELEVANT ON-THE-GO POINT OF PURCHSE
MOMENTS MOMENTS MOMENTS

First Impression Moment Weekend Errands Moment At Walmart Moment

After Work Refresh Moment At CVS Moment

Family Fun Moment
At Walgreens Moment
Late Night Read Moment Campground Moment
At Kroger Moment
Night In Moment Family Commuting Moment
At Alberstsons/Safeway Moments
Morning Read Moment Grocery Shopping Moment At Wakefern Moment
Primetime TV Moment Savvy Shopper Moment At Delhaize Moment
Weekend Planning Moment Sports & Fitness Moment At Meijer Moment
Weekend Relax Moment Fun in the Sun Moment At HEB Moment

Morning Relax Moment Great Outdoors Moment At Target Moment

At Publix Moment
Night Out Moment
At Ahold Moment

*Client to Provide Store Locations for POP Moment Group

Aki’s Kinetic Targeting Strategy

Kinetic Strategy Overview

Aki’s Kinetic technology will allow OFF! Botanicals to find their audience while in specific
mindsets that will drive awareness and coupon redemption of product offering—
generating in-store sales. 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

Retarget
Retarget
➡ 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 shoppers at multiple
touch points.
 Rich Media Interstitials
Reach Shoppers with high impact rich media during receptive moments to generate awareness of OFF! Botanicals –
impacting coupon redemption and sales.

Aki to develop creative as Added Value

 Rich Media Expandable Banners
Customize rich media expandable banner messaging to target shoppers while they are on the go or at home to increase
awareness, encourage coupon redemption and drive sales.

Aki to develop creative as Added Value

 Standard Banners
Utilize efficient standard banners to increase frequency among shoppers- keeping OFF! Botanicals top-of-mind.

Aki to develop creative as Added Value

 OFF! Botanicals’ $150K
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
20,346,816
Geo Targeting
App Detect Targeting Total Added Value
Kinetic Targeting

Creative
$75,000+
Rich Media Expandable Banners
Standard Banners ECPM
Added Value XXX
Standard Banners $7.37
Moment & Kinetic Motion Reporting
Creative Production
IRi Sales Lift Study
Visit Conversion Study w/ Real Time Optimizations
THANK YOU
Ben Chesterman I Sr. Account Executive
248-320-7042
bc@a.ki
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
GPS

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
Accelerometer
efficiency and fraud protection against bot inventory

Gyroscope