Tru Optik is a digital media intelligence company that provides audience insight and advertising solutions using over-the-top (OTT) media consumption data to target Hispanics. They capture, store, and analyze peer-to-peer (P2P) file sharing activity in real time to understand media consumption patterns. Hispanics, especially millennial Hispanics, are heavy users of P2P networks and OTT services to access content unavailable elsewhere or in their preferred language of English. Understanding P2P network consumption data provides insights into content performance that can help media companies fully value Hispanic-targeted initiatives and better target Hispanic consumers for OTT services.

1. Registration
8:30 AM
October 21, 2015
#PortadaDH
#digitalhollywood
Media Partner

2. Presented by:
 Marcos Baer, Publisher, Portada
8:55 AM
Introduction/Overview

3. Presenter:
 Andre Swanston, CEO, Tru Optik
9:30 AM – 9:50 AM
USING OTT MEDIA CONSUMPTION DATA TO
TARGET HISPANICS

4. 21 October 2015

5. WHO WEARE
FEATURED ON:RECOGNITION:
Northeast Start Up of the Year
201 5 Product
of the Year
TruOptik is a digital media intelligence company providing audience insight and
advertising solutions that enable media companies to fully monetize content and viewers
5

6. WHAT IS OTT?
Delivery of media to an end-user’s device without involving a multichannel
video programming operator (like Charter, Time Warner or Dish) via internet
connection.
6

7. WHO ARE MILLENIALS?
• Born 1980-2000
• ages 15-35
• 100 million in
NorthAmerica
ESTIMATED GLOBAL
SPENDING POWER
7

8. TARGET LATINO: Market Intelligence Blog. 2015
MORE THAN 1 IN 4 US MILLENNIALS ARE HISPANIC
27%
of all US
Millennials 58%
of Latinos in 20-29
age group are
US born
8

9. HISPANICS AND OTT
HOROWITZ RESEARCH: MULTIPLATFROM CONTENT & SERVICES: MULTICULTURAL EDITION, 2015
Hispanics are
20%
more likely to use
OTT services
9
71%
of Hispanics use OTT
weekly

10. ADROIT DIGITAL: POWER OF HISPANIC SHOPPERSONLINE
1
0
HISPANICS MILLENNIALS AND ADS
92%
of Hispanics 18-34 say they are more likely to respond
to marketing displayed in English

11. Tru Optik captures,
stores, and analyzes P2P
activity in real time at the
census level
Peer-to-peer sharing is the exchange of digital content—often media files – across a
decentralized network of digital devices using specialized file-sharing software
WHAT IS PEER-TO-PEER FILE SHARING?
1
1

12. HOW DO THE CONSUMERS ACCESS P2P CONTENT
THEN NOW

13. Usage of P2P usage is widespread, and growing rapidly
P2P NETWORKS FORM THE
WORLD’S LARGEST
MEDIA “CHANNEL”
10

14. US HISPANICS ARE IN FACT HEAVY USERS
OF P2P NETWORKS
• Spend 27% more on media and
entertainment than non-P2P users1
• More likely to subscribe to OTT TV
services
• Tech savvy, forward-leaning
media consumers
• More likely to access entertainment,
stream live content on mobile devices
• Hispanics are 30%
more likely to beP2P
users2
• Nearly 25M US
Hispanics consume
P2P content in20151TheAmericanAssembly–ColumbiaUniversityStudy“CopyCulture”2013
2Quantcast.com,10/20/15
1
4

15. • Toaccess content that is otherwise unavailable to them
• Toaugment subscription and ad-supported platforms
• Prefer the P2P user experience - P2P is faster/more convenient
• Tosample content/services before buying
• Because it’s free / commercial content is prohibitively expensive
1
5
WHY DO CONSUMERS USE P2P NETWORKS?
1TheAmericanAssembly–ColumbiaUniversityStudy“CopyCulture”2013;AustraliaDepartmentofCommunications,2015

16. OTT AVAILABILITY OF SPANISH
LANGUAGE TC CONTENT IN US IS
LOW

17. LEADING INDICATOR OF
CONTENT PERFORMANCE IN
COMMERCIAL SVOD
ENVIRONMENTS
• Linear TV ratings are poor predictors
of on-demand performance
• P2P is a level playing field – demand
not affected by release timing,
distribution gaps, or time-slots
• P2P users more likely to subscribe to
commercial OTT services
1
7

18. 2. FULLY VALUE HISPANIC BRANDED ENTERTAINMENT
INITIATIVES
• US #1 branded entertainment market
- $34.5 billion expenditure in 2014
• Branded entertainment especially
important tactic in Hispanic/MC mktg
• Branded entertainment growing as
countermeasure to digital ad blocking
(+7.3% in 2014)
• 25% or more of views for professionally-
produced long-form video views can
occur on P2P networks
• Total audience measurement
essential to fully valuing branded
entertainment
Viewers(MM)
TV 1.250
TV + P2P 1.800
1
8

19. 3. INTERESTS & BEHAVIOR KEY TO OTT
Directly target Hispanic consumers at scale based on demonstrated
language, content, and even title preferences
• Not all Hispanics the same
• 90% of Millennial Hispanics prefer to
consume English-language content
• Older, less acculturated prefer
Spanish
• Country of origin a factor
• And of course, personal preference
• All of which makes demo and
language-based targeting of
Hispanics imprecise at best
Demo and cookie-based
Behavior-based media consumption
1
9

20. COOKIE-LESS IP-VERIFIED CROSS-CATEGORY
The largest global source of media & entertainment interest and behavior
P2P MEASUREMENT & TARGETING AVAILABLEIN
150+COUNTRIES
2
0

21. CONTACT US
WWW.TRUOPTIK.COM
203.816.8499
ANDRE SWANSTON
CEO
ANDRE@TRUOPTIK.COM
DAVID WIESENFELD
CHIEF STRATEGIST
DAVID@TRUOPTIK.COM
2
1

22. Moderator:
 Andre Swanston, CEO, Tru Optik
Panelists:
 Christina Igaraividez, Digital Associate Director, Starcom MediaVest
 Max Goldenberg, Chief Creative Officer, FAV! Networks
 Luiza Ricupero, VP StyleHaul Mundo, StyleHaul
 Lateef A. Sarnor, CEO/Founder, KollideTV
9:50 AM – 10:30 AM
THE LATIN ONLINE VIDEO
OPPORTUNITY

23. A conversation between
Paul Mendoza, Brand Manager, Taco Bell
and Roberto Orci, President, Acento Advertising
10:30 AM – 11:30 AM
MARKETING TO HISPANIC MILLENNIALS:
QSR AND BANKING

24. Roberto Orci, CEO, Acento
Digital Hollywood, Marina del Rey, October 21, 2015
0
The Wells Fargo Total Market Journey

25. 1

26. There are currently 25 Majority-
Minority cities in the U.S., each has
more than half a million population.
2

27. Majority-Minority cities
Source: U.S. Census, 2010
NEW
YORK
LOS
ANGELES
CHICAGO
DALLAS
SAN
FRAN
HOUSTON
PHILLY
BOSTON
TAMPA
NEW
ORLEANS
BUFFALO
CLVLND
MLWKEE
PHOENIX
SAN
JOSE
ST.
LOUIS
BLTMORE
CHLTTE
SAN
ANTONIO
SAN
DIEGO
DETROIT
MEMPHIS
D.C.
CINCY
EL
PASO
3

28. Majority is being redefinedBy 2043, the entire U.S. is projected to become majority-minority.
Currently Majority-Minority
<60% Non-Hispanic White
Formerly Majority-Minority
4

29. Our Total Market Approach
Total
Market
5
• Our view of Total
Market is
• inclusive of
Non-Hispanic
White, Hispanic,
African
• American, Asian,
and LGBT
• consumers.
Marketing
campaigns should
reflect the
• increasing diversity

30. Case Studies
6
1. Convenience / Done
2. Mobile App in Spanish
3. Small Business

31. CREATIVE SHOWCASE
First Paycheck Bilingual TV Spot
Television
Click to Play
7
7

32. CREATIVE SHOWCASE
Millennial Done Campaign Bilingual
Television
Click to Play
8
8

33. CREATIVE SHOWCASE
SpanishMobileAppTV Spot
Television
Click to Play
9
9

34. CREATIVE SHOWCASE
SmallBusiness English&SpanishTV Spots
Television
Click to Play
10
10

35. Thank you
11

36. Presenter:
Herb Payan, SVP Digital, Sony Music
11:30 AM – 11:50 AM
MARKETING LATIN MUSIC THROUGH
DIGITAL MEDIA

37. Moderator:
 José Xicohtencatl, Manager Social Engagement, MXM
Panelists:
 Alix Gucovsky, Talent Agent-Commercial Department, Williams Morris Endeavor
 Rochelle Newman Carrasco, Chief Hispanic Strategist, Walton Isaacson
 JR de Souza, Head of Licensing-Americas, Dreamworks
 Ray Olmeda, Director Client Strategy, Woven
11:50 AM – 2:00 PM
PRODUCT INTEGRATION IS THE NAME OF
THE GAME

38. Moderator:
 Zach Rosenberg, EVP Chief Growth Officer, Horizon Media
Panelists:
 Lala Castro, Social Media Director, GigaSavvy
 Xochitl A. Leon, VP Enterprise Marketing Hispanic Segment Marketing Manager,
Wells Fargo
 Sarah Robertson, SVP, Managing Director, Horizon Media
 Natalie Ruvalcaba, GM Spanish-language Media, Freedom Communications
2:00 PM – 3:10 PM
MARKETING TO MULTICULTURAL
MILLENNIALS

39. A Tandem Presentation By:
 Jaime Gamboa, CEO, SodaCreative
 Erika Anaya, Head of Multicultural & International Creative, AV Squad
3:10 PM – 3:30 PM
TARGETING THE ENTERTAINMENT
CONSUMER IN THE U.S. HISPANIC MARKET

40. Moderator:
 Etiene Hernandez-Medina, President/CEO, H + M Communications
Panelists:
 Rudy Lopez Negrete, Manager of Music and Content Development, Lopez
Negrete Communications
 Jaime Gamboa, CEO, Soda Creative
 Erika Anaya, Head of Multicultural & International Creative, AV Squad
3:30 PM – 4:30 PM
MARKETING MOVIES TO MULTICULTURAL
AUDIENCES

41. Adjournment
4:30 PM