The One with Disney: We’re kicking off the first episode of Tinuiti’s streaming series with a journey through the state of audio and video advertising and an inside look into future trends. Join Tinuiti’s Chief Investment Officer and Disney’s Performance Marketing expert as they team up to give you insights into the current landscape of CTV usage, compare the customer experience on streaming TV versus linear TV, and explore the migration of live sports and tentpole events to ad-supported streaming platforms. Learn how streaming video integrates with other marketing channels, opening new opportunities for your brand’s outreach strategies.

1. State of the Union
The Past, Present & Future of Digital Media

2. Today’s Agenda
Session 1
10am PT | 1pm ET
State of the Union: The Past, Present & Future of Digital Media
Session 2
10:35am PT | 1:35pm ET
Navigating the Cookieless Era: Maximizing 1P Data in Streaming
Session 3
11:10am PT | 2:10pm ET
Measuring Brand Equity: Navigating Video's New Terrain
Session 4
11:45am PT | 2:45pm ET
The Power of Podcast: Driving Full-Funnel Growth
Session 5
12:20pm PT | 3:20pm ET
Media Buying in an Election Year: Strategies, Insights, and Trends

3. Today’s Logistics
Recording & slides will be in your inbox
tomorrow
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Katherine Bishop
Marketing Webinars Specialist

4. DIGITAL-FORWARD BRANDS.
FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST

5. Our Speakers
KAITLYN CAIMANO
Chief Investment Officer
ANTHONY DUGAN
Director, Performance
Marketing

6. Agenda
● The US Streaming Video Landscape
● Use Cases
● Q&A with Disney
6

7. Favorite Oscar Moment?
● Ryan Gosling's “I’m Just Ken” performance
● Da’Vine Joy Randolph’s emotional speech as
best supporting actress
● Emily Blunt and Ryan Gosling joking about
Barbenheimer rivalry
● John Cena’s hilarious “bare moment” on stage

8. Understanding the
Streaming Video
Landscape
in the US

9. Source: eMarketer, Kantar
Cord cutting has accelerated, while CTV usage
continues to increase
9
95% of American households hold at least one streaming subscription,
indicating near total market saturation

10. Consumer Experience
10
STREAMING TV
Both on-demand and live content accessed online
LINEAR TV
Content following a predefined schedule,
accessed by equipment or over the air waves
TYPE SVOD AVOD FAST vMVPD MVPD/MSO BROADCAST NETWORK
EXAMPLE
PLATFORMS
Apples TV, Netflix,
Disney+, Amazon Prime
Hulu, Paramount, Netflix
with Ads, Disney+ with
Ads
Tubi, Pluto, Freevee, The
Roku Channel
YouTube TV, DirecTV
Stream, Hulu + Live TV,
Sling
Comcast Xfinity, DirecTV,
DISH
ABC, CBS, Fox, NBC, CW
CONTENT
● Movies
● TV shows
● Documentaries
● Specials
● Primarily
on-demand with
specific live events
(ie Thursday Night
Football)
● Similar content you
would get from
SVOD, but with ad
breaks.
● Primarily on-demand
with specific live
events (ie Super
Bowl)
● TV shows, movies,
live news with a mix
of pre-determined
schedules and
on-demand options
● Virtually the same
lineup you would get
from an
MVPD/broadcast
network, mirroring a
linear format of
content delivery
● Specific cable
channels and
programming like:
● Bravo
● ESPN
● HGTV
● Paramount
● History
● CNN
Programming like:
● The Voice
● Sunday Night Football
● Syndicated shows like
Kelly Clarkson
● Local content from
station affiliates such
as news
WITH
ADS
WITH
ADS
+LIVE
TV
WHAT WE KNOW AS ‘TV’ HAS EVOLVED TO ENCOMPASS BOTH STREAMING AND LINEAR

11. Streaming TV is now mainstream
11
WHAT WAS ONCE A CHANNEL FOR YOUTHFUL EARLY ADOPTERS
NOW LOOKS LIKE THE GENERAL POPULATION
The demographics of streaming look like the general
population, albeit younger
Source: eMarketer; Nielsen Gauge
In 2023, for the first time in history, streaming consumption
surpassed linear TV

12. Live sports and tentpole events are influencing this shift
12
Historically a space for on-demand viewing, streaming is seeing an influx of live marquee content.
High-impact appointment viewing is no longer exclusive to linear TV, and the rate at which it is coming
to streaming is accelerating.
Biggest
live-streamed event
in U.S. history at over
23 million digital
viewers
Drove an estimated
record-breaking 2.8
million platform
sign-ups
10-year, $5 billion
agreement
The streamer’s first
major live TV deal,
moving Raw off of
linear TV after 31
years
Total viewership for
Thursday Night
Football rose 24%
over previous
season
Introduction of ad
tier across Prime
Video, as of January
29th
10-year, $2.5 billion
deal for MLS rights
worldwide, plus
exclusive rights to
national MLB games
Serving as first–and
only–opportunity for
advertisers on the
platform
PEACOCK AFC WILD
CARD EXCLUSIVE
NETFLIX WWE RAW
RIGHTS
NFL ON AMAZON
PRIME
APPLE TV MLB AND
MLS RIGHTS
ESPN STREAMING
LAUNCH IN 2025
Disney emphasized
the importance of
streaming
distribution,
announcing that
ESPN will be
launching its
flagship
direct-to-consumer
streaming service in
the fall of 2025

13. Streaming video publishers are optimizing their
positioning with both consumers and advertisers
13
● Seamless device integrations
● Streaming quality (broader 4K
streaming options)
● Curated (and interactive) ad
experience
● Dedicated efforts to expand
internet access in rural
communities
● Custom ad formats and
partnerships tailored to business
needs and KPIs
● Tools and platforms to
accommodate any budget,
audience, and other campaign
parameters
● Full funnel measurability (with
select exceptions)
● Combined offerings between
linear and streaming
● Mergers and joint ventures
between publishers
● Platform unification within parent
companies
● Packaging their platform with
other services
2024: THE YEAR OF THE
BUNDLE
IMPROVING THE USER
EXPERIENCE
ACCOMMODATING
ADVERTISER NEEDS

14. Many consumers prefer lower cost options with ads, and
nearly all of the streaming space is now ad-supported
14
Source: Forbes, eMarketer, TVision Total View as cited in company blog, May 10 2023
AD-SUPPORTED USERS EXPECTED TO SURPASS 180 MILLION IN 2024

15. Ad-supported supply continues to rise, which impacts
availability and pricing in favor of buyers
15
● Increased adoption of ad-supported services
creates more available impressions in the
marketplace
● Lingering impacts from COVID and economic
trends have impacted the marketplace, further
pushing pricing downwards
AD-SUPPORTED Streaming VIDEO IMPRESSION AVAILABILITY
Source: Beeswax Metamarkets Data

16. Advertisers are reacting to the
growth of streaming, as well as
the advantageous marketplace
conditions.
TV ad spending continues
to favor linear television…but
streaming is pulling share.
16

17. Tinuiti has an integrated
investment approach that
allows us to align contextually
and reach our core audience
while retaining flexibility.
Leveraging DSP and DIO
activations strategically helps
balance optimal efficiency
with maximum insights.
17
DATA ACCESS
SECURED / GUARANTEED
Sold at 100% clearance assumption; reserved for upfront advertisers, fluidity deals, and custom
sponsorship executions.
PROGRAMMATIC GUARANTEED
Guaranteed programmatic options leveraged for hyper audience targeting and fluidity deals.
PUBLISHER DIRECT PERFORMANCE
Orders processed by execs at the networks through their respective ad servers.
PRIVATE MARKETPLACE (PMP)
Invite-only programmatic buys exclusive to Bliss Point advertisers with fixed rates.
OPEN MARKETPLACE
Real-time auctions of remnant inventory across hundreds of buyers and sellers.

18. Streaming Hurdles:
Measurement

19. 19
Click-Based
Performance Marketing
TV and Streaming
Performance Marketing

20. 20
Matching on identifiers
SITE PIXEL
1x1 image pixel appended
to your site that collects event-
and session-level data
IMPRESSION PIXEL
Impression pixel appended to every ad
that we serve to pull back digital
identifiers that allow for matching
MATCHING PROCESS
Identifiers must match
Response must occur within
a customizable lag window
Conversions must
be incremental
1 2 3
MATCHING CRITERIA
ROBUST ATTRIBUTION GRAPH LEADS TO GREATER DATA ACCURACY

21. Younger TV viewers spend more time engaging with
multiple channels
21

22. 22
Incrementality Experiments Marketing Mix Modeling (MMM)
Evaluates the relationship between media, marketing, and
other factors that influence business outcomes to optimize
portfolio performance.
TEST
CONTROL
INCREMENTALITY
Experiments leverage a test and control framework to
measure the impact of changes in budgets and media
strategy to establish ground truth measurement .
COMPETITION
/ EXTERNAL
OFFLINE MEDIA
PRICE/
VALUE
OPERATIONAL/
INTERNAL
ONLINE MEDIA
SOCIAL
MEDIA
FULL
BUSINESS
VIEW
UNIFIED MEASUREMENT
Understanding the true impact of media

23. What will the future hold?
23
CONSOLIDATION CORD CUTTING SCALE, SCALE, SCALE
● Video consumption will
become ever more
app-based
● There will be continue to
be major consolidation on
the supply side.
● Not only has this been
continuing in recent years, it’s
been accelerating.
● A couple of key dominoes
(namely ESPN) are holding the
bundle together, as well as
pure inertia.
● Linear TV is unlikely to
disappear entirely – terrestrial
radio is still around – but its
share will continue to shrink.
● Sports are helping to fuel the
growth of streaming and
profitability will be dependent
on a streamers ability to retain
users and continue to scale.
● Warner Bros and Discovery
merged. Paramount is
consistently in the press
engaging in conversations.
Disney bought Fox.

24. Fireside
chat

25. Schedule Your
Consultation
with a Streaming Expert

26. 26
Click the link in your
browser
➜
2024
Streaming+
Guide

27. Today’s Agenda
Session 1
10am PT | 1pm ET
State of the Union: The Past, Present & Future of Digital Media
Session 2
10:35am PT | 1:35pm ET
Navigating the Cookieless Era: Maximizing 1P Data in Streaming
Session 3
11:10am PT | 2:10pm ET
Measuring Brand Equity: Navigating Video's New Terrain
Session 4
11:45am PT | 2:45pm ET
The Power of Podcast: Driving Full-Funnel Growth
Session 5
12:20pm PT | 3:20pm ET
Media Buying in an Election Year: Strategies, Insights, and Trends

28. Be Right
Back!