U.S. BEST OF THE BEST 2016ADOBE DIGITAL INSIGHTS

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Table of Contents

2

US Best of the Best

03 What is Best of the Best?

04 Smartphone Visits

05 Desktop Visits

06 Visit Rate

07 Time Spent

08 Conversion

09 Stickiness

10 Click Through Rate

Appendix

11 Methodology

12 Glossary

13 Tables

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What is Best of the Best

The Best of the Best 2016 report refers to companies using the Adobe Analytics Cloud who rank in the top 20% of fellow Adobe clients in their industry on various key performance metrics. It is called the Best of the Best because Adobe Analytics Cloud customers are already ahead of the masses through their investment in excellence.

3

How to Read the Best of the Best:

Industry being measured

Overall average for sites in this industry

Overall average for the Top 20% of sites in this industry

Year-over-year change. Up arrow indicates increase, down

arrow indicates decrease.

Gap between Top 20% and average from 2015 to 2016.

Narrower means the gap is closing. Wider means it’s increasing.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Smartphone share of visits continues to grow

4

Smartphone share of visits increasedby an average 18% YoY across allindustries

The Best of the Best outperformedtheir peers by an average of 53%across all industries.

Top 20 M&E are setting the standardfor mobile strategy as 60% of theirtraffic comes from smartphones

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Desktop share of visits continue to give way to mobile

5

Desktop share of visits aredown an average of 8% YoYacross all industries.

M&E is the first industry tosee less than 50% of trafficoriginating from a desktop

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Visit rates across industries saw life

6

Finance saw the highestaverage visit rate @ 1.88visits/month

Visit rates increased by anaverage of 4% YoY across allindustries

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Consumers are spending less time across all industries

7

Time spent was down acrossall industries.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8

Desktop conversionincreased 17% YoY in Retail,an 15% YoY in Travel

Smartphone conversionincreased 24% YoY in Retailand 42% YoY in Travel

Mobile & desktop see best conversion yet

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The top know how to engage consumers

9

The Top 20 across allindustries outperformed theirpeers by an average of 58%

Stickiness was down acrossall industries by an average of6% YoY

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Paid search click through rate increased

10

The top 20 are outperformingtheir peers by an average of50% across all industries

Smartphone and desktop CTRsincreased, with averagesmartphone CTRoutperforming desktop by 23%

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Methodology

11

Consists of aggregated and anonymous data from 200 billion visits to 10,000+ U.S. websites during the2016 calendar year

Data from different Adobe Marketing Cloud solutions:

Visit our website: https://adobe.ly/AdobeInsights

Sign up for email alerts: http://www.cmo.com/adiregister.html

Follow us: @adobeinsights

Adobe Analytics Cloud

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Glossary

12

Share of Visits: Share of visits to a website by device

Stickiness: Percent of traffic that stays and engages with a site

Visit Rate: Average monthly website visits per visitor, overall and by device

Click Through Rate: Percent of search ad impressions that are clicked

Smartphone Traffic: Percent of visits to a website originating on a smartphone

Time Spent: Average minutes per visit

Conversion: Average orders or bookings per visit, overall and by device

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Tables

13

M&E Travel Technology Finance Automotive Telecomm Retail

Average 36.6% 26.1% 9.0% 14.5% 28.3% 16.8% 25.7%

Best of the Best 52.9% 37.3% 15.1% 22.7% 36.6% 25.4% 39.6%

Absolute Difference 16.3% 11.2% 6.1% 8.2% 8.3% 8.6% 13.9%

% Difference 44.5% 42.9% 67.8% 56.6% 29.3% 51.2% 54.1%

Average 54.6% 61.1% 84.0% 80.1% 70.9% 76.8% 63.3%

Best of the Best 71.5% 73.7% 92.5% 89.2% 60.0% 89.8% 80.6%

Absolute Difference 16.9% 12.6% 8.5% 9.1% -10.9% 13.0% 17.3%

% Difference 31.0% 20.6% 10.1% 11.4% -15.4% 16.9% 27.4%

Average 1.54 1.29 1.32 1.50 1.24 1.56 1.31

Best of the Best 1.85 1.40 1.50 1.99 1.31 1.87 1.51

Absolute Difference 0.31 0.11 0.18 0.49 0.07 0.31 0.20

% Difference 20.1% 8.5% 13.6% 32.7% 5.6% 19.9% 15.3%

Average 5.21 5.53 5.55 4.90 5.02 7.21 6.00

Best of the Best 7.05 7.29 7.24 6.60 6.11 8.07 7.94

Absolute Difference 1.84 1.76 1.69 1.70 1.09 0.86 1.94

% Difference 35.3% 31.8% 30.5% 34.7% 21.7% 11.9% 32.3%

2016 2015

Average 27.1% 43.5% 28.8% 32.5% 50.7% 30.7% 41.8%

Best of the Best 38.4% 60.0% 43.2% 51.7% 60.5% 44.2% 59.9%

Absolute Difference 11.3% 16.5% 14.4% 19.2% 9.8% 13.5% 18.1%

% Difference 41.7% 37.9% 50.0% 59.1% 19.3% 44.0% 43.3%

M&E Travel Technology Finance Automotive Telecomm Retail

Average 42.1% 33.1% 14.9% 14.9% 33.8% 20.2% 30.9%

Best of the Best 60.4% 47.1% 24.1% 26.0% 46.8% 32.9% 45.8%

Absolute Difference 18.3% 14.0% 9.3% 11.1% 13.0% 12.7% 14.9%

% Difference 43.4% 42.4% 62.3% 74.6% 38.5% 63.2% 48.1%

Average 47.5% 55.6% 81.8% 80.8% 57.0% 74.6% 59.4%

Best of the Best 66.7% 70.6% 92.7% 93.5% 70.2% 87.7% 78.9%

Absolute Difference 19.2% 15.0% 10.9% 12.7% 13.2% 13.1% 19.6%

% Difference 40.4% 26.9% 13.3% 15.7% 23.2% 17.5% 32.9%

Average 1.57 1.31 1.33 1.88 1.26 1.55 1.32

Best of the Best 1.88 1.42 1.51 2.91 1.39 1.87 1.56

Absolute Difference 0.31 0.12 0.18 1.03 0.13 0.32 0.24

% Difference 19.9% 8.9% 13.7% 55.0% 10.3% 21.0% 18.4%

Average 4.83 5.17 5.25 4.34 4.68 6.96 5.57

Best of the Best 6.23 7.00 7.41 7.96 6.72 9.03 7.79

Absolute Difference 1.40 1.83 2.16 3.62 2.04 2.07 2.22

% Difference 29.0% 35.3% 41.1% 83.4% 43.6% 29.7% 39.8%

Average 22.7% 40.9% 26.6% 37.6% 37.4% 29.6% 37.9%

Best of the Best 34.9% 58.2% 40.6% 68.2% 59.3% 50.8% 57.1%

Absolute Difference 12.2% 17.3% 14.0% 30.7% 21.9% 21.2% 19.2%

% Difference 53.6% 42.1% 52.4% 81.6% 58.7% 71.6% 50.8%

SMARTPHONESHARE OF VISITS

DESKTOPSHARE OF VISITS

VISIT RATE

TIME SPENT(MINS SPENT)

STICKINESS

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Tables

14

Average n/a 2.4% n/a n/a n/a n/a 2.6%Best of the Best n/a 4.4% n/a n/a n/a n/a 4.6%Absolute Difference n/a 2.0% n/a n/a n/a n/a 2.0%% Difference n/a 83.3% n/a n/a n/a n/a 76.9%

Average 4.0% 4.9% 5.1% 3.7% 1.5% n/a 3.2%Best of the Best 6.4% 7.7% 8.3% 5.1% 2.5% n/a 6.0%Absolute Difference 2.4% 2.8% 3.2% 1.4% 1.0% n/a 2.8%% Difference 60.0% 57.1% 62.7% 37.8% 66.7% n/a 87.5%

2016 2015

Average n/a 2.8% n/a n/a n/a n/a 3.1%Best of the Best n/a 5.3% n/a n/a n/a n/a 5.4%Absolute Difference n/a 2.6% n/a n/a n/a n/a 2.3%% Difference n/a 91.3% n/a n/a n/a n/a 76.4%

Average 5.8% 7.4% 5.7% 4.0% 1.6% n/a 2.4%Best of the Best 8.2% 10.5% 9.1% 5.9% 2.7% n/a 3.9%Absolute Difference 2.4% 3.1% 3.4% 1.9% 11.1% n/a 1.5%% Difference 41.4% 41.9% 59.6% 47.5% 68.8% n/a 62.5%

M&E Travel Technology Finance Automotive Telecomm RetailAverage n/a 0.7% n/a n/a n/a n/a 0.9%Best of the Best n/a 1.3% n/a n/a n/a n/a 1.6%Absolute Difference n/a 0.6% n/a n/a n/a n/a 0.7%% Difference n/a 85.7% n/a n/a n/a n/a 77.8%

M&E Travel Technology Finance Automotive Telecomm RetailAverage n/a 1.0% n/a n/a n/a n/a 1.1%Best of the Best n/a 1.8% n/a n/a n/a n/a 2.1%Absolute Difference n/a 0.8% n/a n/a n/a n/a 1.0%% Difference n/a 82.8% n/a n/a n/a n/a 86.0%

CONVERSIONSMARTPHONE

CONVERSIONDESKTOP

PAID SEARCH CTR