Brief overview of Citi's first foray into mobile advertising on Apple's iAd platform.

1. New Directions in Mobile Advertising
Citibank iAd Exploration
February 2011

2. Citi’s Mission
• Become the world’s premier digital bank
• Become a truly customer-centric organization that puts customers at
the heart of everything we do
• Enhance our clients’ lives through innovation that harnesses the
breadth and depth of our information, global network, and world-class
products
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3. Citi’s Mobile Ecosystem
Citi Mobile in the U.S. Today: Three Flavors
1. Downloadable Apps 2. Mobile Browser 3. Text Messaging
For iPhone (and iPad/iPod touch) “Citi Mobile for Smartphones” “Citi Text Banking”
and for Android devices (go to Citi.com from smartphone)
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4. Mobile Social-Media Customer Service
First major U.S. bank to “mash”
together mobile banking and
Twitter as a servicing channel
(Launched December 2010)
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© 2010 Citigroup Inc.

5. Mobile Innovation in Poland
Citi Handlowy (Poland):
transfers performed by
bumping phones
Bump 2 Transfer
B2T allows for quick and easy
tranfers between Citi Handlowy
customers.
B2T uses
B2T is available in Citi Mobile
application installed on:
&
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© 2010 Citigroup Inc.

6. Why iAd?
Innovation
Rich media platform.
Brand Targeting
Experience Possibilities
“Storytelling” platform. Demographics, geo-
location, iTunes.
Creative & Unique
Production Features
Support iOS4, delivery inside app,
Training and app downloads, rich
optimizations. functionality.
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7. Why iAd? What attracted us to the platform
• Most innovative mobile advertising rich media
platform.
• Unique brand experience:
• “Storytelling” platform that combines emotional
impact of TV, interactivity of the web, explorative
nature of gaming, & physicality of print
• Unique targeting possibilities:
• Demographics, geo-location, iTunes application
and music preferences and consumption habits.
“We’ve all seen interactive ads
• Apple provides the benefit of additional on the web. We want to deliver
creative and production support, learnings interaction – but also emotion.”
and optimizations.
Steve Jobs
• Innovative technical features: iAd launch conference,
• Format developed by the device / OS April 2010.
manufacturer
• App downloads.
• Rich functionality: iTunes downloads, audio and
video, map functionality.
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8. Our approach to Citi’s first iAd
• Objective: provide brand engagement and
demonstrate Citi’s commitment to new channels
in vogue with our customers.
• Messaging: Citi can help you write your story.
• Execution: A street scene leading to three
content buckets:
• Branded videos tied to lifestages (Discover
stories).
• Enablement/Utility (Find cash with ATM
finder or a place of interest with Story
Sparker).
• Support for Acquisition (Find a Citi Card or
App).
• Citi was the only advertiser to use an external
data API.
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9. Our approach to Citi’s first iAd
Balancing Entertainment and Utility
Messaging Support for
Citi can help write
Acquisition
your story. Find a Citi Card or App.
Discover Enablement
Stories / Utility
Find cash with ATM
Branded videos tied
finder or place of interest
to lifestages.
with Story Sparker.
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10. The Citi iAd
Video Story Sparker Card Selector Citi Apps ATM Finder Video Video
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11. Citi iAd: Holiday promotion
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12. What we learned …
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13. Learnings: Ground your idea around business goals
• Ground your idea around a clear
theme that aligns to your brand and
business objectives
• Takes discipline to ground the big idea in
tangible, explicit linkages back to your
business.
• Beware of bright shiny object mentality,
leverage the inherent functionality of the
iAd platform, but don’t be boxed in by it.
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14. Learnings: Provide easy access to content
• Streamline the user experience with an
emphasis on easy access to content
• Smaller and more focused is better.
There's a lot of potential here, but it’s
critical to reel in the big ideas so not to
confuse the end user, or yourself.
• This will likely remain true for other rich
media mobile opportunities on other
platforms such as Android, iPads or other
tablets.
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15. Learnings: Create a compelling value exchange
• Reward consumers for their time with
a strong pay-off
• Digital is all about user initiation and the
value exchange is paramount, we give
you something entertaining or of value,
you give us your kind attention.
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16. Entertainment/Utility Spectrum for iAd Elements
iAd
Entertainment Custom Ask an App Click-to- Branch Utility
Videos Agent Download Call Locator
TV Story-
Card
Spots Games Sparker ATM
Selector or
Citi Cards Finder
deal finder
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17. Our assessment of iAds in a short time
• iAds continue to be the most engaging and media rich
form of advertising available in mobile ecosphere.
• iAds represent opportunity to create immersive brand
experiences.
• Apple has aggressive plans to continue evolving the
platform.
• As a media vehicle, Apple’s platform is still evolving, and
does not currently offer the ideal levels of transparency.
Ability to scale is also limited.
• The implication is an on-going commitment/investment
and willingness to continue testing and learning.
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18. Thank you!
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19. Appendix
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20. Reporting: Overall KPIs (August – December 2010)
• Results are still preliminary…
• Impressions: Over 104MM
• Average Time Spent: 48 seconds
• Cumulative TTR: .71%
• Significantly outperforming Stories CTR
(.07%), which is consistent for mobile
• Within industry average range (.5-.7%) for
rich media executions
• App Downloads: Over 1100
• Optimization efforts improved all key APIs
including video views and StorySparker views
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