Programmatic TV for Ad Buyers

SHAWN ROBERTS

Director, Public Relations

WideOrbit

IAN FERREIRA

Executive Vice President,

Digital & Programmatic

$10,000,000,000

Programmatic TV advantage

ACCESS

Exclusive

premium content

REACH

Targeted TV

audiences

EASY

Buy targeted

video

Agenda

THE POWER

OF TV

PROGRAMMATIC

TV

WIDEORBIT

SOLUTION

TV is premium video

84.5

57.0

43.9

42.3

38.7

36.8

31.5

25.2

20.8

17.4

Television

Radio

Internet-E-mail

Internet-Social…

Smartphone

Internet-Search

Video Games

Newspapers

Tablet

Magazines

% Reached yesterday

Source: GFK Multimedia Mentor Scan Spring 2014. M-S 6-12pm. Persons 18-64

TV delivers the largest audiences

Percentage of time spent watching TV shows

by device among U.S. Consumers

Matures

(age 68+)

Baby Boomers

(age 49-67)

Generation X

(age 32-48)

Leading Millenials

(age 26-31)

Trailing Millenials

(age 14-25)

90% 9% 0%

1%

81% 16% 1%

70% 19% 7% 4%

57% 28% 8% 7%

43% 41% 8% 8%

OVERALL

4%

smartphone

5%

tablet

23%

desktop/laptop

68%

tv

Source: Deloitte Digital Democracy Survey, 2015

TV is the most watched

2%

TV is consistently more effective

Source: 2015 Evaluating TV Effectiveness In Advertising, Marketshare, Turner and Horizon Media, April 2015

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

Automotive FinancialServices

CPG Retail Telecom

TV Online Paid Search Print Radio

Relative lift factor

Challenges of digital video

Source: AOL State of the Video Industry, 2015; A commissioned study conducted by Forrester Consulting on behalf of Teads, May 2015

37%

40%

50%

Lack of established standards aroundad viewability

Lack of premium inventory

Lack of verification that the ads weredelivered to the intended audience

Which factors will inhibit adoption or spend in digital video?

52% say there’s insufficient premium

video inventory available at scale 47% cite safety and

quality concerns

Premium video inventory defined

Which 3 do you take into consideration when

determining if video ad inventory is premium?

Content, brand and data matter most

Source: Forrester Report – Solving Digital Video Advertising’s Premium Dilemma, June 2015

RANK 1:

Quality of the

editorial content

(44%) ADVERTISERS

RANK 2:

Quality of the

media brand

(37%)

RANK 3:

Quality of data

for targeting

(36%)

RANK 4:

Viewability

of the ad

(35%)

Buy TV and digital together

Source: Digiday “State of the industry: Programmatic TV is Up Next” sponsored by The Trade Desk, March 2, 2015

Very

important

33%

Important

24%

Somewhat

important

26%

Not very

important

9%

Not at all

important

8%

83% of brands say

it’s important

Major brands believe

in programmatic TV

TV will be bought

programmatically.

End of story.” B. Bonin Bough,

Chief Media and eCommerce Officer,

Mondelez

“

Agencies believe

in programmatic TV

Programmatic television is the

future of advertising.

[B]rands can pair the full-screen

sight, sound and motion

experience of television with the

advanced audience

segmentation that has for years

made online advertising so

attractive.”

John Holmes

Partner, SQ1

“

Our inventory is premium video

WideOrbit reaches your audience

74% of U.S. households 20 of top 25

markets

CONSUMER

GOODS

DATING

Snapshot of campaigns running today

MOBILE

GAMING

Targeting ads to specific programs

program options

Easy creative delivery

ad specs

ad preview

Advanced targeting

upload 1st party data

campaign attributes

spots & impressions

Inventory types

OFFER OPTIMIZE

DELIVER

IDENTIFY

Buying WO Programmatic TV is easy

WideOrbit Programmatic TV momentum

MAY ‘15 AUG ‘15 OCT ‘15 JAN ‘16

Cumulative $’s aired

WO PTV Launch

Get started today

ACCESS

Exclusive

premium content

REACH

Targeted TV

audiences

EASY

Buy targeted

video

Thank You!

Q&A

To get started contact us at:

ptvinfo@wideorbit.com