What is Advanced TV? Why should I care about it? What Advanced TV solutions are available in AU? How can I use Advanced TV to fulfill marketing objectives?

1. Proudly hosted by
in partnership with

2. Today’s Agenda
Speaker 2
James Sampson
dataxu
Speaker 1
Gil Snir
Bench
Panel Discussion
Facilitated by Michael Troumbas
Natalya Pollard
LiveRamp
Host
Esther Carlsen
Bench
Andrew Livingston
MullenLowe Mediahub
Gai Le Roy
IAB

3. James Sampson | dataxu
How technology is changing TV

4. 4Confidential
James Sampson, VP & General Manager, APAC
April, 2019
How technology is changing TV

5. 5Confidential
Questions I would like to address:
What is Advanced TV?
How can I use Advanced
TV to fulfill marketing
objectives?
What Advanced TV
solutions are available in
AU?
Why should I care about
it?

6. 6Confidential
TV viewing is changing
Traditional linear TV viewership is declining
Traditional TV viewership is falling among every major demographic
between the ages of 25 – 49 globally
Traditional TV ratings methods
are challenged
Total TV up but viewership on connected devices
not measured
AVOD in APAC will overtake USA
Ad Spend will triple in APAC to ~US$10B in 2021
We’re in the gilded age of TV
319 scripted shows in the USA in 2018; streaming programs up 46%.
Locally produced content on the rise

7. 7Confidential
TV audience is fragmenting
*Sources: New York Times, AdWeek, Zenith, Magna
Primetime audience is aging out… Top 10 shows - USA Median age - viewers
The Good Doctor
Young
Sheldon
The Voice
The Big Bang Theory
9-1-1
Grey’s
Anatomy
Roseanne
This is Us
Will and Grace
Empire
58.6
57.4
57.3
56.2
53.5
53.1
52.9
52.6
52.2
48.7
Linear TV ad sales are struggling:
• Predicted to grow only 1% per year
between 2017 and 2020 in APAC.
• Globally, revenues will be down for
the first time since 2009, dipping 1%
this year.

8. 8Confidential
Penetration of Connected TV's has doubled in the past 5 years. Consumers are increasingly using Broadcaster
BVOD apps and websites to access TV content
Demand for Connected TV is strong
Source: OzTam Video Viewing Report, Q4 2017, Connected TV Penetration from 2012-2018

9. 9Confidential
The Connected TV screen is now the dominant screen
for online viewing
• The TV set is still the screen
of choice when catching up
with online content, and this
is set to continue
• Viewers will always choose
the “best and biggest”
screen to watch content
• The TV set still plays an
important role in the
Australian home and
content distribution
Source: OzTam Video Player Measurement (VPM), Total BVOD and Live minutes share by device, by month, July 2017-June 2018

10. 10Confidential
The TV universe in 2019
Television viewing
Live
(In-home linear and streaming)
On-demand
(Playback and VOD)
In-home
linear
Live stream
Record and
playback
Broadcast VOD
TV CTV Mobile Tablet PCCTV TV CTV Mobile Tablet PCCTV
When
How
Screen
Device

11. 11Confidential
How consumers see the landscape
• More control with less cost
• Easy & instant access across all my devices
• Connect anywhere, anytime

12. 12Confidential
How marketers see the landscape
• Fragmented
• Siloed buying agencies
• Unique measurement by device & media type

13. 13Confidential
Reach custom audiences across emerging and traditional TV screens
Advanced TV is an umbrella term
Connected TV Addressable TV
1:1 audience-based
buying on cable and
satellite TV
Programmatic Linear TV
High-index planning
and execution on
traditional TV
reaching
Full Episode Player
1:1 audience-
based buying on
personal devices
OTT & “BVOD”
1:1 audience-based buying
on streaming/digital TV

14. 14Confidential
What do marketers want?
Reach, addressability, quality, analytics, attribution, ease

15. 15Confidential
Continue on the path to forming a more holistic view of the consumer
Connect with consumers across all of their devices
Watched Masterchef
Researching Homes
Sydney
Buys Organic Food
Current Customer
Real-Time Location
Exposed to my TV Ad
Cross-Device
TV DATA
MOBILE DATA
DESKTOP DATA

16. 16Confidential
Marketer’s ideal state
AUDIENCESMEASUREMENT
True ROI
Reach & Frequency
Digital Engagement
Consumer Data
Current Customer
Buys Organic Food
Exposed to TV Ad
Mobile Addressable TVDigital Video Linear TVConnected TV

17. 17Confidential 17Confidential
What is available in AU?

18. 18Confidential
AU broadcasters are innovating in ad sales models
CTV is on the rise
Over 35% of broadcaster online video supply in
Australia is via CTV
Tentpole events
Leverage seasonal packages including live
sporting event coverage (in-action, pre- and
post game)
Direct deals / private marketplace
Bring the power of programmatic to your own
inventory sources with your own negotiated
rates or use pre negotiated deal library
Audience / content driven packages
Media owners are offering ability to target
based on what they know about their audience

19. 19Confidential
Achieving optimal reach across all TV screens is now a reality
Savvy marketers want to buy strategic audiences in TV like they do in digital
Abandoned Shopping Cart
Income $100K+
Watches Golf Channel on Linear
TV
Buys NRL tickets
Location: Sydney CBD
M25-34

20. 20Confidential
Increased cross-device reach with frequency control
% REACH
FREQUENCY
25
20
15
10
5
125% 150%50% 75%0% 100%25%
IDEAL
FREQUENCY
INCREASED CROSS-DEVICE REACH
with FREQUENCY CONTROL
LINEAR ADDRESSABLE CONNECTED ONLINE

21. 21Confidential 21Confidential
Sample success stories

22. 22Confidential
A major Australian manufacturing company, with the help of their agency, utilised Connected
TV to help generate brand awareness and increase engagement on their website with their
target audience of Home Owners and Renovators, aged 25-54.
Challenge
Used dataxu’s identity management platform, OneView™ for ingestion of 2nd & 3rd party
audiences, including segments from realestate.com.au
Leverage dataxu’s TouchPoint™ DSP to target these highly valuable audiences such as “Home
Loan Intenders” and “High Intent Buyers”, across dataxu’s high quality inventory sources across
devices including Connected TV.
Used dataxu’s Clearsight for cross device attribution
Solution
Noteworthy results
Major Australian manufacturing company combines the power of
Connected TV and high quality data to gain lift in website traffic
1,095,641 284,601 $0.058 15,044
Impressions Household reach Cost per
completed view
Page visits
5,522 people visited the top performing page –
1100% more than the previous period

23. 23Confidential
100% in-target CTV audience delivery
increased reach while driving overall engagement
Columbia Sportswear wanted to deliver high-impact
experiences to a niche audience on the big screen, but
targeting audiences on traditional TV buys was not
technically possible.
Challenge
Leveraging OneView™, dataxu’s identity management
technology, Columbia effectively targeted 3rd party
data audience segments on Connected TV devices with
controlled reach and frequency.
Solution
Incorporating CTV into their traditional TV marketing
mix, resulted in a 94% completion rate, a 36% lift on
the brand’s website and a 31% lift in consumer activity
on specific product pages.
Results
Driving online engagement via Connected TV
94% completion rate
31% lift in product page
engagement
36% lift in homepage visits

24. 24Confidential
Exceed KPIs, control brand messaging and measure results with CTV
Connected TV with message sequencing reveals the customer journey
Challenge: Streaming music service wanted to find the optimal media mix to support both awareness and direct
response initiatives with controlled messaging at the user level across tactics.
Solution: Using dataxu’s identity management technology, OneView™, audiences were presented targeted
messages with clear calls to action across engaging and high impact formats including CTV, native mobile and
mobile video.
Results
• OneView’s™ customer journey
measurement allowed the advertiser
to tie conversions to exposure across
formats.
• Initial exposure to messaging on CTV
drove higher conversion rates when
compared to other paths to purchase.
Impact on
conversions +30% +5.5% +1.5%
Direct Response
campaign
Impact on cost
per action
95% 88% 87%

25. 25Confidential
Combining traditional and Connected TV amplifies visibility
and sales impact
A combination of TV and BVOD provides 100% visibility and highest combined sales impact
FIRST VIEW SECOND VIEW CROSS PLATFORM STAS SALES IMPACT
BVOD on mobile 172 -
Facebook on mobile 135
TV + BVOD is 2X higher than
TV + Facebook
YouTube on mobile 130
TV + BVOD is 2X higher than
TV + YouTube
Source: The Benchmark Series - Think TV

26. 26Confidential
Connected TV guidelines and best practices
Use CTV when you want to…
Reach elusive audiences:
Reach cord cutters and streaming TV
viewers in a world where traditional TV
viewership is shrinking
Maintain relevance across channels:
Extend 2nd and 3rd party audience
targeting to TV and retarget digital
audiences on TV
Meet direct response KPIs:
Measure sales against TV exposure
Best practices for CTV campaigns
• Manage and optimise the customer
journey from TV
• Utilise cross-device frequency capping to
maximise unique reach with control
• Track sales against CTV exposure and
overall cost-per-sales trends

27. jsampson@dataxu.com
linkedin.com/in/jsampson
Thank You!
James Sampson, VP & General Manager, APAC