Wendys

April Fries Campaign Strategic Campaign Review 6.21.2011

Campaign Overview

Campaign Details: Run Dates: 4/4 5/1/2011 Guaranteed Impressions: 41,047,525 Total Delivered Impressions: 41,110,887 Total Cost: $185,392.00

Total Clicks: 35,903

CTR: .09%

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Wendys April Fries: Performance

CTR Wendy's Campaign .09% Restaurants/QSR .06%

Impressions and CTR sharply increased on 4/20 In FY12, run a takeover on this date to reach a highly engaged audience

Campaigns CTR of .09% was 50% higher than the Restaurant Benchmark CTR of .06%

Yahoo! Advertising Analytics June2011 *Index is how often a user clicks compared to the overall average of the campaign ** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some - 3 - so may not add up to 100%. users

Wendys April Fries vs. Restaurant Industry

Wendys Share of Clicks is 10.5%, while Share of Impressions from the Restaurant category is 9.5% Share of Impressions and Clicks against the benchmark peaked in the fourth week of the Campaign: Impression SOV = 25% Clicks SOV = 45%.

Yahoo! Advertising Analytics June2011 *Index is how often a user clicks compared to the overall average of the campaign ** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some - 4 - so may not add up to 100%. users

Opportunity for Wendys to be the leader in the restaurant category by increasing campaign spend

Wendys April Fries: Demo Targeting

Gender Analysis
Female clickers indexed 23% higher than the restaurant category average
Natural Fries messages may have been more alluring to an increasing health conscious female audience

Males represented 39% of clickers, slightly less than females and the category index Experiment with Yahoo! Smart Ads to see if specific creative layouts appeal more to Males

Age Analysis
Ages 18-34 CTR rate is 1.3X higher than the restaurant benchmark for this age segment Wendys reached their target audience, with Ages 18-34 representing almost 95% of known viewers

Yahoo! Advertising Analytics June2011 *Index is how often a user clicks compared to the overall average of the campaign ** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some - 5 - so may not add up to 100%. users

Wendys April Fries: Behavioral Targeting

Behavioral Targeting Analysis

Wendys targeted the Fast Food BT which indexed 4.6X higher than the restaurant benchmark CTR Campaign viewers interested in Telecommunications were a highly impressionable audience, clicking 9X more than the overall restaurant category Future BT opportunities to increase viewer engagement, campaign CTR, and user action include: Games Restaurants

Yahoo! Advertising Analytics June2011 *Index is how often a user clicks compared to the overall average of the campaign ** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some - 6 - so may not add up to 100%. users

Wendys April Fries: Property Targeting

Property Targeting
Campaign viewers are 14X more likely to be on Yahoo! Wireless than the average restaurant clicker Telecommunications was also the leading Behavioral Target Mobile is a huge opportunity for Wendys in 2H 2011

Yahoo! Games is a leading property for campaign viewers, with 12.1% of viewers clicking and 1.6X more clicks than the category average Yahoo! Local also showed strong performance, over indexing by 29% against a typical restaurant campaign

Yahoo! Advertising Analytics June2011 *Index is how often a user clicks compared to the overall average of the campaign ** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not add -7up to 100%.

Wendys April Fries: Screenshots

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Wendys April Fries: Future Recommendations

BIG IDEA FOR 2H FY11 and FY12: INVEST IN MOBILE

Drive revenue by reaching an engaged audience in Mobile Mobile lines had a .6% CTR , 550% higher than the overall campaigns CTR of .09%, and 14X higher than the restaurant mobile property index. Mobile lines represented 64% of clicks on just 14% of spend.

Advertise where your audience is Offer a custom Wendys coupon on the mobile/tablet application IntoNow the week of April 20th Wendys April Fries campaign peaked the last week of April, with the highest impressions levels on 4/20. On this day, Wendys owned more than 50% Click SOV for the restaurant category. Capitalize on this present and impressionable audience via Yahoos new social, innovative application IntoNow.

Yahoo! Advertising Analytics June2011 *Index is how often a user clicks compared to the overall average of the campaign ** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not add -9up to 100%.

Thank You

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Appendix

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Wendys April Fries: Industry Reports on Mobile

Based on a 2011 April eMarketer report, Internet users are increasingly relying on the Web for information regarding restaurants. Ages 18+ ordered food online 90% more frequently in 2010 than they did in 2009. With this trend continuing, over 70% of online users will use the internet to order takeout in November 2011.

eMarketer: Mobile Ordering Makes Fast Food Faster, April 7, 2011

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Wendys April Fries: Industry Reports on Mobile

In a recent Nielsen survey, Yahoo learned that 3 out of 4 diners have made a dining-related purchase after doing mobile research. 88% of restaurant go-ers took any action (dining at restaurant, ordering take out in person/over the phone) after doing mobile restaurant research.
Yahoo/Nielsen Survey August 2010

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Wendys April Fries: IntoNow Y! Mobile Solution

IntoNow is a mobile and tablet application that enables users to identify and share TV programs with their friends. IntoNow recognizes what youre watching in the moment, with just the touch of a button. Based on SoundPrint, our patented audio recognition and indexing platform, IntoNow knows what youre watching whether its live, recorded, or online.

Activate
TV Content (Shows, Movie Trailers, Commercials)

Socialize
Facebook and Twitter

Amplify
Earned Media from Social Activation
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Wendys April Fries: IntoNow Y! Mobile Solution

IntoNow experience How it Works

Tag Open the App and listen to your TV. IntoNow will recognize your show within 4-12 seconds

Share Once on the show page, users can share what theyre watching on Facebook or Twitter
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Discuss Users can start or join discussions with all viewers or their friends

Wendys April Fries: IntoNow Y! Mobile Solution

Wendys IntoNow Coupon Example

Step 1: Users tag the commercial and unlock coupon

Step 2: Users select a location to redeem their coupon at

Step 3: Users confirm their selection

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Step 4: Users receive their unique bar code