Social Intelligence Report
`
`ADOBE DIGITAL INDEX | Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 1 of 18
`
`

`
`Key insights
`
`Paid Social
`• Facebook ad CTR is up 160% year-over-year and 20%
`quarter-over-quarter.
`
`Owned Social
`• LinkedIn refers the second highest amount of social
`traffic to B2B High Tech sites.
`
`• Facebook ad CPC is down 2% year-over-year and
`down 11% quarter-over-quarter.
`
`• Revenue per visit (RPV) from Tumblr is up 55% year-
`over-year but down 36% quarter-over-quarter.
`
`• Facebook ad impressions are up 40% year-over-year
`and 41% quarter-over-quarter.
`
`Organic Social
`• ¼ of videos played on Facebook occur on Fridays.
`
`• 15.7% of Facebook post impressions happen on Fridays.
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 2 of 18
`
`

`
`Social media gets more engaging with age.
`
`Social buzz, ads, and content can all be used as a way to reach and monitor individual
`consumers. Facebook continues to dominate the social realm, but each social site has a
`unique audience and route that can lead to more loyal fans, brand awareness,
`and eventual revenue.
`
`Table of contents
`
`Paid Social
`01 Facebook ad CPCs and CTRs in U.S.
`02 Global Facebook ad click volume
`and impressions growth
`
`Organic Social
`03 Engagement type
`04 Share of post type
`05 Video plays
`06
`Impressions, rates, and plays
`by day of the week
`07 Engagement type by day of week
`08 Super Bowl and Oscar social buzz leaders
`
`Owned Social
`09 Social media referrals
`10 Share of total social referral
`visits by industry
`11 Share of social referred visits
`
`12 Methodology
`13 Appendix
`14 Glossary
`15 Recommendations
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 3 of 18
`
`

`
`PAID SOCIAL
`
`Facebook ad CPCs and CTRs in U.S.
`
`Click-through rates (CTR) continue to rise for Facebook
`ads, while their costs per click (CPC) have lowered
`considerably since the holidays.
`
`The findings:
`• Facebook ad CPC is down 2% year-over-year
`and down 11% quarter-over-quarter.
`• Facebook ad CTR is up 160% year-over-year
`and 20% quarter-over-quarter.
`The opportunity:
`After an expensive holiday season, CPCs are back down. While costs
`are low and CTRs continue to grow, brands should stick with Facebook
`ads as they continue to incorporate more mobile specific ad serving
`and targeting.
`
`CTR is
`up 160%
`YoY
`
`INDEX
`AT 100%
`
`Q1 ‘13
`
`Q2 ‘13
`
`Q3 ‘13
`
`Q4 ‘13
`
`Q1 ‘14
`
`CPC is
`down 2%
`YoY
`
`FACEBOOK AD COST PER CLICK (cid:31)CPC(cid:30)
`AND CLICK THROUGH RATE (cid:31)CTR(cid:30)
`(Q1 2013 – Q1 2014)
`
`CLICK THROUGH RATES
`
`COST PER CLICK
`
`1
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 4 of 18
`
`

`
`PAID SOCIAL
`
`Global Facebook ad click volume and impressions growth
`
`Facebook ad clicks and impressions are both up, with
`clicks again outpacing impressions.
`
`48%
`
`41%
`
`The findings:
`• Facebook ad clicks are up 70% year-over-year
`and 48% quarter-over-quarter.
`• Facebook ad impressions are up 40% year-over-year
`and 41% quarter-over-quarter.
`The opportunity:
`More impressions mean more competition. As marketers expand
`Facebook offerings, look for ways to implement more targeted
`ads where there is more open space to capitalize on an
`engaged audience.
`
`CLICKS
`
`IMPRESSIONS
`
`FACEBOOK AD CLICKS
`AND IMPRESSIONS GROWTH
`QUARTER(cid:31)OVER(cid:31)QUARTER
`(Q1 2014)
`
`INDEX
`AT 100%
`
`Clicks are
`up 70%
`YoY
`
`Impressions
`are up 40%
`YoY
`
`Q1 ‘13
`
`Q2 ‘13
`
`Q3 ‘13
`
`Q4 ‘13
`
`Q1 ‘14
`
`FACEBOOK AD CLICKS AND IMPRESSIONS GROWTH
`(Q1 2013 – Q1 2014)
`
`CLICKS
`
`IMPRESSIONS
`
`2
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 5 of 18
`
`

`
`ORGANIC SOCIAL
`
`Engagement type
`
`Comments and shares are becoming a larger portion of
`social engagement, which shows that brands are getting
`better at engaging fans.
`
`The findings:
`• Comments share of post engagement is up 16% year-over-year
`and 40% quarter-over-quarter.
`The opportunity:
`Marketers should keep adapting and finding new ways to ensure fans
`see content, either through paid postings or linking to Facebook Pages
`from other properties.
`
`82% 78%
`
`Comments
` are up
`16% YoY
`
`12% 14%
`
`6% 8%
`
`Q(cid:31) (cid:30)(cid:29)(cid:31)(cid:28)
`Q(cid:31) (cid:30)(cid:29)(cid:31)(cid:27)
`
`LIKES
`
`COMMENTS
`
`SHARES
`
`FACEBOOK SHARE OF
`BRAND POST ENGAGEMENT
`(Q1 2013 & Q1 2014)
`
`3
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 6 of 18
`
`

`
`ORGANIC SOCIAL
`
`Share of post type
`
`Marketers are looking to drive more people to their
`sites as posts with links have increased substantially
`in Q1. Video posts have also increased.
`
`160%
`YoY
`
`The findings:
`• Engagement with video posts is up 25% year-over-year
`and 58% quarter-over-quarter.
`• Posts with images provide the highest engagement rate.
`• Text posts have declined quickly in share and engagement.
`• Posts with links are up 77% year-over-year
`and 167% quarter-over-quarter.
`The opportunity:
`Links and video both showed strong growth as marketers
`continue to wage the social battle between engagement and
`referral traffic. With video engagement up, marketers should
`consider more video posts. Fridays are a good bet.
`
`5.0%
`
`4.4%
`
`Video
`engagement
`is up 25%
`YoY
`
`2.3%
`
`1.7%
`
`1.4%
`
`3.0%
`
`2.4%
`
`0.6%
`
`Q(cid:31) (cid:30)(cid:29)(cid:31)(cid:28)
`Q(cid:31) (cid:30)(cid:29)(cid:31)(cid:27)
`
`IMAGE
`
`LINK
`
`TEXT
`
`VIDEO
`
`FACEBOOK ENGAGEMENT BY POST TYPE
`(Q1 2013 & Q1 2014)
`
`65% 63%
`
`77% YoY
`167% QoQ
`
`16%
`
`18%
`
`9%
`
`9%
`
`8% 12%
`
`Q(cid:31) (cid:30)(cid:29)(cid:31)(cid:28)
`Q(cid:31) (cid:30)(cid:29)(cid:31)(cid:27)
`
`IMAGE
`
`LINK
`
`TEXT
`
`VIDEO
`
`FACEBOOK SHARE OF POST TYPE
`(Q1 2013 & Q1 2014)
`
`4
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 7 of 18
`
`

`
`ORGANIC SOCIAL
`
`Video plays
`
`Recent Facebook changes have increased the
`amount of videos being watched.
`
`The findings:
`• Video plays are up 785% year-over-year and 134%
`quarter-over-quarter after auto-play videos were implemented in Q4.
`The opportunity:
`Marketers must keep an eye on Facebook algorithm changes
`and quickly adapt strategies to optimize value and reach of paid
`and organic posts.
`
`Video
`play growth
`up 785%
`YoY
`
`INDEX
`AT 100%
`
`JAN ‘13
`
`APR ‘13
`
`JULY ‘13
`
`OCT ‘13
`
`JAN ‘14
`
`FACEBOOK VIDEO PLAY GROWTH
`(Jan. 2013 – Jan. 2014)
`
`5
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 8 of 18
`
`

`
`ORGANIC SOCIAL
`
`Impressions, rates, and plays by day of the week
`
`Brands are targeting Facebook users on Fridays and
`users are responding with better engagement rates
`and video plays.
`
`The findings:
`• Most impressions in Q1 came on a Friday,
`with 15.7% of all impressions.
`• The highest engagement rate with posts occurs on Fridays.
`• Nearly ¼ of all video plays on Facebook occur on Fridays.
`The opportunity:
`Knowing your audience and when they are engaging will help
`you to better create a successful long term social strategy.
`
`
`13.4%
`
`14.1%
`
`13.8%
`
`14.2%
`
`14.5%
`
`15.7%
`
`14.4%
`
`3.0%
`
`3.0%
`
`3.0%
`
`3.0%
`
`3.2%
`
`3.3%
`
`3.1%
`
`SUNDAY
`
`MONDAY
`
`TUESDAY
`
`WEDNESDAY
`
`THURSDAY
`
`FRIDAY
`
`SATURDAY
`
`(cid:31)e most
`impressions and
`highest engagement
`occur on FRIDAY
`
`FACEBOOK BRAND POST IMPRESSIONS
`AND ENGAGEMENT BY DAY
`(Q1 2014)
`
`SHARE OF POST IMPRESSION
`
`ENGAGEMENT RATE
`
`9.2%
`
`6.4%
`
`18.6%
`
`16.8%
`
`14.6%
`
`24.7%
`
`9.7%
`
`SUNDAY
`
`MONDAY
`
`TUESDAY
`
`WEDNESDAY
`
`THURSDAY
`
`FRIDAY
`
`SATURDAY
`
`FACEBOOK BRAND POST VIDEO PLAYS BY DAY
`(Q1 2014)
`
`6
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 9 of 18
`
`

`
`ORGANIC SOCIAL
`
`Social engagement type by day
`
`Consumers are commenting, sharing, and liking
`posts the most on Fridays.
`
`The findings:
`• 17% of comments occur on Fridays.
`• 16% of likes occur on Fridays.
`• 16% of shares occur on Fridays.
`• Sunday is the least likely day to receive
`a comment on a post.
`
`The opportunity:
`Weekends are the best time to get engagement from
`consumers. Look to schedule posts for release throughout
`Fridays and Saturdays.
`
`(cid:31)e most
`comments, likes
`and shares occur
`on Fridays
`
`SUNDAY
`
`MONDAY
`
`TUESDAY
`
`WEDNESDAY
`
`THURSDAY
`
`FRIDAY
`
`SATURDAY
`
`SHARE OF ENGAGEMENT TYPE BY DAY
`(Q1 2014)
`
`COMMENTS
`
`LIKES
`
`SHARES
`
`7
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 10 of 18
`
`

`
`ORGANIC SOCIAL
`
`Super Bowl and Oscar social buzz leaders
`
`Advertisers for the Super Bowl saw a large increase in buzz
`leading up to and during the game, while fans snubbed the
`Oscars after two celebrity favorites lost out.
`
`The findings:
`• Super Bowl advertisers saw a 7x increase in social buzz
`compared to their top competitors.
`• Radio Shack had the largest boost with a 22x increase
`in social buzz over its 30-day average.
`• Fans of Leonardo DiCaprio and Jennifer Lawrence showed
`displeasure for their Oscar snub. Sentiment of social buzz after
`the announcement dropped more than 15% for each.
`
`The opportunity:
`Social buzz tracking can provide a great way for marketers to have an ear to the
`ground on everything that is being said about a company, product, competitor, or
`any number of things that can warrant an immediate response from a brand.
`
`6.5
`
`5.1
`
`6.3
`
`5.2
`
`DICAPRIO
`
`LAWRENCE
`
`SOCIAL BUZZ SENTIMENT
`
`Super Bowl
`advertisers saw a
`7x increase in
`social buzz
`
`SENTIMENT PRIOR TO OSCARS
`SENTIMENT POST ANNOUNCEMENT
`
`JAN (cid:31)(cid:30)
`(cid:29)(cid:28)(cid:31)(cid:27)
`
`JAN (cid:29)(cid:31)
`
`JAN (cid:29)(cid:26)
`
`JAN (cid:29)(cid:25)
`
`JAN (cid:29)(cid:24)
`
`JAN (cid:29)(cid:30)
`
`JAN (cid:26)(cid:31)
`
`FEB (cid:29)
`(cid:29)(cid:28)(cid:31)(cid:27)
`
`ADVERTISERS VS. COMPETITORS
`(Jan. 19, 2014 – Feb. 2, 2014)
`
`ADVERTISER
`
`COMPETITOR
`
`8
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 11 of 18
`
`

`
`OWNED SOCIAL
`
`Revenue per visit by referrer
`
`Revenue referred from most social channels to
`Retail sites dropped quarter-over-quarter,
`except for Facebook.
`
`The findings:
`• Facebook referred revenue per visit is up 11% year-over-year
`and 2% quarter-over-quarter.
`• Twitter referred revenue per visit is up 5% year-over-year
`and down 23% quarter-over-quarter.
`• Tumblr referred revenue per visit is up 55% year-over-year,
`but down 36% quarter-over-quarter.
`
`The opportunity:
`While Pinterest and Tumblr are doing better than last year,
`they’re still unable to provide consistent referred revenue outside
`of the holiday shopping season. Facebook, however, continues to
`provide value year round.
`
`$1.24
`
`$1.12
`
`$1.04
`
`$0.93
`
`$1.17
`
`$0.65
`
`$0.61
`
`$0.59$0.62
`
`$0.70
`
`$0.70
`
`$0.45
`
`55% YoY
`
`Q(cid:31) (cid:30)(cid:29)(cid:31)(cid:28)
`Q(cid:31) (cid:30)(cid:29)(cid:31)(cid:27)
`
`FACEBOOK
`
`BLOGGER
`
`PINTEREST
`
`TWITTER
`
`YOUTUBE
`
`TUMBLR
`
`REVENUE PER VISIT (RPV) BY REFERRER
`(Q1 2013 & Q1 2014)
`
`Q1 2013
`
`Q2 2013
`
`Q3 2013
`
`Q4 2013
`
`Q1 2014
`
`SOCIAL REVENUE PER VISIT (cid:26)RPV(cid:25) GROWTH
`(Q1 2013 – Q1 2014)
`
`FACEBOOK
`
`PINTEREST
`
`TWITTER
`
`TUMBLR
`
`9
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 12 of 18
`
`

`
`OWNED SOCIAL
`
`Share of total social referral visits by industry
`
`Social refers the most consumers to Media and
`Entertainment sites and the second most to
`Retail sites.
`
`The findings:
`• 7.9% of traffic to Media and Entertainment sites is from social networks.
`• Social-referred traffic to Retail sites is down 25% year-over-year.
`
`The opportunity:
`Social is referring more traffic than ever before to Media and
`Entertainment sites. Look to incorporate more video and image
`related posts to capitalize on the increased social traffic.
`
`
`7.9%
`
`6.0%
`
`Retail is
`down 25%
`YoY
`
`2.4%
`
`1.8%
`
`0.6% 0.6%
`
`0.5% 0.4%
`
`1.0% 0.8%
`
`Q(cid:30) (cid:31)(cid:29)(cid:30)(cid:28)
`Q(cid:30) (cid:31)(cid:29)(cid:30)(cid:27)
`
`MEDIA AND
`ENTERTAINMENT
`
`RETAIL
`
`FINANCIAL
`SERVICES
`
`TRAVEL
`
`B(cid:31)B HIGH TECH
`
`PERCENTAGE OF TOTAL VISITS
`FROM SOCIAL NETWORKS
`(Q1 2013 & Q1 2014)
`
`10
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 13 of 18
`
`

`
`OWNED SOCIAL
`
`Share of social referred visits
`
`Facebook
`produces 75%
`of tra(cid:31)c to retail
`sites. Up 2%
`YoY
`
`FACEBOOK
`
`Updates to Facebook in Q4 helped increase its social share of traffic
`to Retail sites, but Facebook still has competition from LinkedIn and
`Twitter when it comes to social referred visits to B2B High Tech sites.
`
`11
`
`LINKEDIN
`
`REDDIT
`
`PINTEREST
`
`BLOGGER
`
`STUMBLEUPON
`
`YOUTUBE
`
`TUMBLR
`
`TWITTER
`
`SOCIAL REFERRED VISITS TO RETAIL
`(Q1 2013 & Q1 2014)
`
`23% YoY
`
`Q(cid:31) (cid:30)(cid:29)(cid:31)(cid:28)
`Q(cid:31) (cid:30)(cid:29)(cid:31)(cid:27)
`
`LINKEDIN
`
`REDDIT
`
`PINTEREST
`
`BLOGGER
`
`STUMBLEUPON
`
`YOUTUBE
`
`TUMBLR
`
`TWITTER
`
`SOCIAL REFERRED VISITS TO B2B HIGH TECH
`(Q1 2013 & Q1 2014)
`
`FACEBOOK
`
`The findings:
`• Facebook produces 75% of traffic to Retail sites,
`up 2% year-over-year and 13% quarter-over-quarter.
`• Pinterest referred traffic to Retail is up 59% year-over-year,
`but down 56% quarter-over-quarter.
`• LinkedIn refers 15% of social traffic to B2B High Tech companies,
`second only to Facebook, but is down 27% year-over-year.
`• Facebook refers 52% of social traffic to B2B High Tech sites,
`up 34% year-over-year.
`
`The opportunity:
`LinkedIn, Twitter, and Facebook are real players for social traffic to B2B High Tech
`companies. Look to incorporate additional marketing spend to these networks.
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 14 of 18
`
`

`
`ADOBE DIGITAL INDEX
`
`Methodology
`
`This report is based on consumer data from Adobe Social, Adobe Media Optimizer,
`and Adobe Analytics to brand sites during 2013 and 2014. It is comprised of
`aggregated and anonymous data from Retail, Media and Entertainment, and Travel
`websites. Ad data does not include retargeted ads on social media channels.
`
`Sample information includes:
`• 260 billion Facebook ad impressions
`• 226 billion Facebook post impressions
`• 17 billion referred visits from social sites
`
`Visit our website:
`adobe.ly/digitalindex
`
`Read our blog:
`adobe.ly/digitalindex
`
`Follow us:
`@adobeindex
`
`Ask a question or make a suggestion:
`digindex@adobe.com
`
`12
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 15 of 18
`
`

`
`ADOBE DIGITAL INDEX
`
`Appendix
`
`Facebook Engagement and Post Impressions Growth
`Jan 2013
`Feb 2013
`100%
`106%
`100%
`116%
`
`Engagement
`Impressions
`
`Mar 2013
`114%
`129%
`
`Apr 2013
`109%
`129%
`
`May 2013
`120%
`131%
`
`Jun 2013
`109%
`123%
`
`Jul 2013
`124%
`131%
`
`Aug 2013
`114%
`143%
`
`Sept 2013
`110%
`186%
`
`Oct 2013
`130%
`166%
`
`Nov 2013
`123%
`156%
`
`Dec 2013
`140%
`179%
`
`Jan 2014
`157%
`195%
`
`Feb 2014
`160%
`242%
`
`Mar 2014
`151%
`260%
`
`Social RPV Growth
`
`Facebook
`Twitter
`Pinterest
`Tumblr
`
`Q1 2013
`$1.05
`$0.55
`$0.61
`$0.45
`
`Q2 2013
`$1.05
`$0.59
`$0.71
`$0.64
`
`Facebook Ad Cost per Click (CPC) and Click Through Rate (CTR)
`Q1 2013
`Q2 2013
`100%
`130%
`100%
`90%
`
`CTR
`CPC
`
`Ad Clicks and Impresssions
`
`Clicks
`Impressions
`
`Q1 2013
`100.0%
`100.0%
`
`Facebook Engagement Rate by Post Type
`Q1 2013
`5.0%
`2.3%
`1.7%
`2.4%
`
`Image
`Link
`Text
`Video
`
`Q2 2013
`126.9%
`107.7%
`
`Q1 2014
`4.4%
`1.4%
`0.6%
`3.0%
`
`Q3 2013
`$0.93
`$0.44
`$0.55
`$0.65
`
`Q3 2013
`256%
`83%
`
`Q3 2013
`177.3%
`120.2%
`
`Q4 2013
`$1.22
`$0.81
`$0.93
`$1.10
`
`Q4 2013
`218%
`110%
`
`Q4 2013
`114.7%
`99.6%
`
`Facebook Share of Brand Post Engagement
`Q1 2013
`82%
`12%
`6%
`
`Likes
`Comments
`Shares
`
`Q1 2014
`$1.24
`$0.62
`$0.65
`$0.70
`
`Q1 2014
`260%
`98%
`
`Q1 2014
`170.3%
`140.4%
`
`Q1 2014
`78%
`14%
`8%
`
`Retail Social Referred Visits
`
`Facebook
`Twitter
`Tumblr
`YouTube
`Stumbleupon
`Blogger
`Pinterest
`Reddit
`LinkedIn
`
`Q1 2013
`73.0%
`10.8%
`1.1%
`4.5%
`1.2%
`1.9%
`3.6%
`2.6%
`1.4%
`
`Q1 2014
`74.5%
`11.2%
`0.6%
`1.8%
`0.7%
`1.4%
`5.7%
`2.5%
`1.7%
`
`Percent of Total Visits from Social Networks
`Q1 2013
`6.0%
`2.4%
`0.6%
`0.5%
`1.0%
`
`Media and entertainmant
`Retail
`Financial services
`Travel
`B2B high-tech
`
`Q1 2014
`7.9%
`1.8%
`0.6%
`0.4%
`0.8%
`
`Facebook Brand Impressions and Engagement Type by Day
`Post impressions
`Engagement
`13.4%
`3.0%
`14.1%
`3.0%
`13.8%
`3.0%
`14.2%
`3.0%
`14.5%
`3.2%
`15.7%
`3.3%
`14.4%
`3.1%
`
`Sunday
`Monday
`Tuesday
`Wednesday
`Thursday
`Friday
`Saturday
`
`Facebook Share of Engagement Type by Day
`Comments
`Likes
`12.8%
`14.6%
`13.8%
`14.2%
`14.3%
`13.1%
`14.9%
`13.5%
`14.1%
`13.9%
`17.0%
`16.1%
`13.2%
`14.7%
`
`Sunday
`Monday
`Tuesday
`Wednesday
`Thursday
`Friday
`Saturday
`
`Shares
`14.2%
`14.3%
`13.8%
`14.4%
`14.1%
`16.1%
`13.2%
`
`©2014 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Android is a trademark of Google Inc. Linux is the registered trademark of Linus Torvalds in the
`U.S. and other countries. Symbian and all Symbian based marks and logos are trademarks of Symbian Limited. Windows is either a registered trademark or a trademark of Microsoft Corporation in the United States and/or other countries. All other trademarks are the property of their respective owners.
`
`13
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 16 of 18
`
`

`
`ADOBE DIGITAL INDEX
`
`Glossary
`
`• Click-through rate (CTR): Clicks created per impression.
`• Cost per click (CPC): Cost per click on an ad.
`• Cost per thousand (CPM): Cost per thousand impressions of an ad.
`• First-click attribution: Purchase attributed to the first click the consumer makes toward
`purchasing an item.
`• Geo-targeting: Posts targeting a specific region.
`• Last-click attribution: Purchase attributed to the last click the consumer makes toward
`purchasing an item.
`• Return on investment (ROI): Ratio of revenue to cost across industries for Facebook ads —
`not including retargeted ads.
`• Revenue per visitor (RPV): Revenue made per visitor.
`• Social engagement: The volume of comments, likes, shares and other interactions with a brand post.
`• Social sentiment: Ranking social mentions from 1 (negative) to 10 (positive) in order to track the
`effectiveness of social marketing efforts.
`
`14
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 17 of 18
`
`

`
`ADOBE DIGITAL INDEX
`
`Recommendations
`
`The first part of 2014 saw changes across multiple social networks, increasing the
`importance of video and image related posts. Customers and marketers have made
`Fridays more social in Q1 with the majority of posts and engagements happening at
`the end of the week.
`
`Social networks will continue to make changes to entice marketers to invest in
`brand pages, advertising, and overall social strategies. To get the most out of social
`media investments, marketers will need to adapt to frequent algorithm changes and
`should look to make more pinpointed investments into targeting and management
`of social media ad and post spends.
`
`15
`
`ADOBE DIGITAL INDEX | The Social Intelligence Report - Q1 2014
`
`Patent Owner adidas AG
`Exhibit 2019 - Page 18 of 18