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Audience Extension Products Program Overview & Training

Local Digital Sales Solutions For Video & OTT. Audience Extension Products Program Overview & Training. Presented to Client Name. Video. In-Stream Video Out-Stream Video OTT Video. Television and Digital Eventually Merge.

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Audience Extension Products Program Overview & Training

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  1. Local Digital Sales Solutions For Video & OTT Audience Extension Products Program Overview & Training Presented to Client Name

  2. Video In-Stream Video Out-Stream Video OTT Video

  3. Television and Digital Eventually Merge 73% of US Advertising Revenue Will Be Controlled By “Screen Based” Media.

  4. Direction of Television Viewing…Audience *Traditional TV refers to all live+ DVR/time-shifted TV viewing during the quarter. • In Q1 2016, live viewing averaged 28:25 per week for the 12+ population • DVR/time-shifted TV 3:25 per week • Data Source: MarketingCharts.com analysis of Nielsen data

  5. Non-Pay TV Viewership Growing. . . • Cord Cutting in 2016 to jump 12.5% • In 2016 the share of US Adults that never subscribed will grow 13.8% from 2014. • Millennials are driving this growth • Top 5 Cord Cutting states: • California • Florida • Pennsylvania • New York • Michigan Source: eMarketer, 2015

  6. The Game Has Already Played out… Source: Nielsen, 2016

  7. Does This Look Familiar?

  8. So What Holds The Video Market Back… • Buying across OTT & VOD platforms is fragmented. • Audience targeting is rarely available on OTT & VOD. • Campaigns are largely isolated from either digital or television buys. • Buying of traditional (linear) video supply is done largely on manual basis…but advancing with programmatic buying platforms.

  9. In-Stream Video Ads…(The New Cool Name For Pre-Roll) Largest inventory supply with lowest CPM’s • Pre-Roll, Mid-Roll and Post-Roll • Ads are served in the same player as the video being viewed • Comparable to the commercial breaks viewers are used to seeing on television • Commonly :15 or :30 second play time • Key Problem: Monetization of in-stream ads by publishers since supply is typically low

  10. Out-Stream Video Ads • Plays outside of video players and runs in article stream • Premium publishing context – Positive User Experience • Designed to be 100% viewable • Deploys and plays when unit is onscreen and the consumer is moving the page around. • Primary Solutions: • Scale - allows much more video content to be purchased and publishers to generate higher rates with increased inventory • Contextual Targeting – Not available with OTT or VOD

  11. Out-steam In-Feed Example • Ad is delivered within article feed • User can opt-out of viewing ad by scrolling down • Sound turns on by hovering cursor over the ad • Non-Intrusive user experience http://www.forbes.com/sites/parmyolson/2016/09/12/samsung-jay-y-lee-galaxy-note-7/#c94a34744e12

  12. Importance Of Out-stream Growing. . .

  13. Out-stream Reporting….

  14. Out-stream Reporting….

  15. OTT (Over-The-Top) Video Limited, But Fast Growing Inventory Supply at highest CPM’s • OTT is the delivery of film and TV content via the Internet by wi-fi…no cable connection. • Desktop or laptop, gaming consoles, set top boxes like Roku, smartphones, smart tv’s. • OTT can be broken into 3 different VOD models: • SVOD – Subscription video on demand: Play-to-Play Service like Netflix or Hulu • AVOD – Advertising video on demand: Free or Ad Supported: Crackle or Pluto • TVOD – Transactional video on demand: Pay for individual content: iTunes or Vimeo • Primary Problem: Inventory supply and audience targeting is very limited for now.

  16. OTT (Over-The-Top) Video Limited, But Fast Growing Inventory Supply at highest CPM’s • OTT allows the delivery of media services directly to the consumer via internet streaming • OTT bypasses TV service providers that traditionally act as a controller or distributor of such content • Episodic content delivering non skippable ads that the user must fully watch to continue on with the program (TV show, movie, etc) • Delivers on Smart TV’s, set top boxes (Roku, Apple TV, etc), gaming consoles (Xbox, Playstation, etc), desktops/laptops, and smartphones • Primary Problem: Inventory supply and audience targeting is very limited for now.

  17. OTT Reporting - Basic, but improving.

  18. YouTube (TrueView) Video Large inventory supply on Google’s YouTube video-sharing website • TrueView ads are opt-in, so the viewer decides to engage by either clicking on the ad or watching it fully • Ads are served In-stream either before or during another video from a YouTube partner • Skippable Inventory after :05 seconds • Targeting methods • Demographics (Age, Gender, HHI, Parental Status) • Behavioral (Interest/Topics) • Contextual Keywords

  19. Media Planner Example Video Only Media Planner

  20. Media Planner Example Video Only Media Planner

  21. The future of digital TV advertising, in 5 easy charts 1) 2) http://digiday.com/platforms/future-digital-tv-advertising-5-charts/

  22. The future of digital TV advertising, in 5 easy charts 3) 4)

  23. The future of digital TV advertising, in 5 easy charts Share of AD VIEWS by device for short & long content consumption 5) 91 percent of OTT ad views occur on content longer than 20 minutes http://digiday.com/platforms/future-digital-tv-advertising-5-charts/

  24. Thank You Steven Bogue sbogue@recruemedia.com Providence, RI 401.484.2400 Mark Landon mlandon@recruemedia.com Los Angeles, CA 310.517.1818 310.567.9174

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