The document discusses the future of television, emphasizing the rise of data-driven advertising amidst changing viewership patterns and declining linear ratings. It highlights advancements in addressable advertising, which allows for targeted messaging to specific high-value audiences through various data integrations, thus significantly increasing ad spend share. Additionally, it outlines the use of sophisticated measurement techniques to analyze campaign effectiveness and the importance of an integrated platform for maximizing advertising value.

1. Data + Technology = The Future of Television
TV & Video Insider Summit

2. Shifting viewership, and advertiser trends support continued
thought and growth of advanced, data-driven TV advertising
LINEAR RATINGS CHALLENGES
Nielsen measured viewing on linear, delayed, and
disabled “ad skip” on VOD continues to decline as
viewing across all devices is rising
OTT/STREAMING & DVR/VOD
Actual viewing declines are mitigated by time spent on
new devices and non-linear media
NETWORK & AD MODEL SHIFTS
Driving new ad models and a push towards audience- index
and addressable advertising
4.5%
of TV ad spend
$2B |
2017
15%
of TV ad spend
$7B |
2020
3.3x
Advanced TV spend:

3. 3
The complexities of the marketplace often cause
reactionary decisions

4. Sorenson
Using Data to Identify High Value Targets
Combining viewership data with vertical 1st & 3rd party datasets to build smart segmentation
A l w a y s B e g i n B y :
Viewership DATA
HIGH VALUE
AUDIENCE
TARGETS
REACHABLE ON TV
CATEGORY DATA
Smart TV

5. Advanced TV comes in many tactical flavors, each presenting a unique
contribution to a holistic media initiative
5
60 MM HOUSEHOLDS
[ household addressable ]
opportunity to go beyond demography
to target messages only to households
in a brand’s true target
addressable ads are dynamically
inserted, whenever/wherever the
households is watching tv, if they meet
the targeting criteria
500MM DEVICES
[ device–level targeting]
extend the reach of addressable
television via device (mobile/tablet)
level addressable
500mm devices mapped to 100mm
households
ability to get true cross channel
attribution
[ programmatic/indexed
television ]
The application of data to television
content to determine the value of the
networks, programs, and dayparts
against segments more granular to
Nielsen. Inventory can be purchased
manually or through one of many
automated platforms
118MM HOUSEHOLDS
[ zone-level insertion ]
ability to leverage first/third party data
to broaden the target by isolating zip
codes and cable zones that over-index
for a brand
beyond the 210 DMAs, there are 2,877
zones that we have the ability to target
individually
2,877 ZONES

6. Household level addressable
insertion has tremendous value
but is also very fragmented
• 60mm Addressable HHs today
• 70mm Addressable HHs by EOY 2018
• 10 MVPD/Systems and growing
• Subscriber file, device ID, IP and cookie matching
• 30+ technologies
• 100+ data partners
• National network trials (via MVPD inventory)
• 500mm devices, mapped to 100mm HHs – creating
multiple cross channel extensions

7. The process begins when you identify and target
only the households you want and ignore the rest
the households that are in both the match file
footprint and in the data set are the matched
households - they will receive the
addressable ad
all measurement results are then analyzed
via test vs. control methodology
10% of the target audience is withheld and
purposely not shown the addressable ad
(control)

8. SHOPPER
hhs purchasing:
dog food, cat litter,
craft beer, soup,
decongestant meds
SET TOP BOX
light/lapsed/heavy
viewers of:
specified programs or
networks
The source of the data is key
better data drives better results
PHARMA
allergy sufferers
birth control users
chronic migraine
sufferers
RX diagnosis data
propensity models
FIRST PARTY
card members
current/prospective
members
1st party client data via double
blind match
PROPENSITY
(demographics,
psychographics,
behavioral)
small business owners
tech enthusiasts
order flowers online
hhs in-market for:
luxury suvs
electric/hybrid
cars
AUTO
Automotive
DMV registration data

9. 3mm 18mm 9mm 15.5mm 5mm
10mm 1.3mm 100mm 5mm
New York DMA
Live insertion
79 DMAs, 800 zones
Primarily VOD, linear
insertion
National footprint
Live insertion
SlingTV extension
National footprint
Live insertion
10 DMAs, Northeast
based markets
Live insertion
49 DMAS, Northeast and
Southwest
VOD, TVE insertion
Access to premium,
digital inventory across
connected TV and display
publishers
Access to broadcast TV
inventory
leverages ACR
technology
Mobile, tablet, cross-
device execution
Application insertion
Access to Fox Network
Group inventory on Hulu
Multiple inventory partners are necessary
to scale ATV
9

10. Closed loop analysis that aligns with brand’s goals
use 1st or 3rd party transaction data
to measure the lift in sales of
exposed and unexposed households
to show a true ROI
after completion of the campaign, marry
sales data with exposure data to
attribute the impact of addressable
exposure on key sales metrics
including:
• sales lift
• total buy rate
• days to purchase
• optimal frequency
• incremental sales
SALES
LIFT
track site traffic and engagement
through pixel placement on the
Firestone and Bridgestone web-
pages
by placing pixels on specific landing
pages, we can measure the impact of
addressable video on key engagement
metrics such as:
• lift in visitors total visits
• visits by page pixeled
• visits by frequency
• days to first visit from
exposure
WEBSITE
TRAFFIC
determine the influence of ad exposure on
brand favorability and awareness of the
addressable campaign
by recruiting and surveying households in
the FS/BS target, we can measure the
impact of addressable video on key brand
health metrics including:
• ad awareness
• preference
• brand recognition
• consideration
• intent to purchase
BRAND
HEALTH
track volume of visits to
Firestone locations by leveraging
mobile location data mapped to
household IDs
through the use of opt-in mobile
applications, track on-site visitation
at to measure the impact of
addressable video on key visitation
metrics such as:
• total location lift
• incremental location visits
• lift on store visitation
• visitation by ad date
exposure
FOOT
TRAFFIC

11. one2one PLATFORM
ordering pacing reporting billingplanningaudience
 the one2one team is using the one2one platform as a single solution for all campaign planning and
measurement related to household level/STB advertising
 Later in the year, our customers will be able to use the platform for a variety of advanced tv campaign
management
An end-to-end platform solution is the only way to extract
maximum value at scale
1

12. Case Study: Automotive

13. Case Study: Automotive Results 300+ campaigns

14. Case Study: CPG

15. Case Study: CPG Results 500+ campaigns

16. Case Study: Tune-in Results 1,000+ campaigns

17. Case Study: Tune-in Results 1,000+ campaigns

18. © 2018 Cadent. All Rights Reserved. | 18
O&O
INVENTORY WORKFLO
W
AUDIENCE PLANNING ORDERING
BILLING REPORTING PACING
MEASUREMENT
VERTICAL CATEGORY
BROADCAST
GROUPS
MULTICHANNEL VIDEO
PROGRAMMING DISTRIBUTORS
NETWORK
GROUPS
DATA
An end-to-end platform solution is the only way to extract
maximum value at scale

19. 19
One2one & Cadent is an advanced TV platform company simplifying
data-driven brand advertising by bringing together audiences and data.
275
employees
300+
national
advertisers
NEW YORK
65%
annual revenue
growth since
2015
100%
US addressable
household
reach
LONDON CHICAGO LOS ANGELES SAN JOSE MANCHESTER