The Evolution of Video Community (EOVC) is a cross-device behavior tracking program drawn from households across the nation. The passive data collection examines how Americans use services and devices to view video; movies, short-form content and TV shows (SVOD & OTT) and interact with providers of services or advertising. The EOVC is driven by a multi-modal, passive data collection technology supported by ABS-based surveys and social media touch-points. The survey component gives Centris insight into household demographics, service providers and ownership of devices so the EOVC is as representative as possible.

1. W E L C O M E T O T H E
EVOLUTION OF VIDEO
COMMUNITY
C E N T R I S
M A R K E T I N G S C I E N C E

2. 2©Centris | Proprietary & Confidential
The Evolution of Video Community: Introduction
OVERVIEW
• Since 2010, Centris has fielded an ABS-driven survey known as the Evolution of Video. The survey reports on consumer
trends as they relate to OTT, pay-TV, broadband, wireless use, etc.
• The Evolution of Video Survey draws from 30,000 respondents each quarter and can be used for predictive models and
consumer trends.
• In 2013, Centris began development of The Evolution of Video Community (EOVC) is a multi-modal, nationwide research
initiative designed to examine shifting consumer behaviors related to video, wireless, and broadband service.
• In addition to the survey, the components include:
– A survey panel of more than 2,000 prequalified respondents
– Proprietary, multi-modal, in-home passive data collection software installed on phones, tablets, computers, etc.
– Multi-platform Facebook survey tool
– Bill submission: Community members submit their voice, video, and data bills
– Integration and overlays with other Centris data sources

3. 3©Centris | Proprietary & Confidential
The Evolution of Video Community: Introduction
APPROACH
• The EOVC combines multiple methodologies to collect from a panel of hundreds of US households
– Participants receive software to download on their household devices (laptop, iOS, Android, etc.)
– Centris also delivers a branded router companion
– Incentives vary by level of participation
KEY OUTPUT
• Device inventory of the home and detailed usage patterns (clickstream behavior, video viewing, etc.) that takes place on
the home network and out-of-home on devices that carry the software
• EOVC draws all behavior, with the exception of transaction behavior, but including ad interaction and ad avoidance
• Centris works with major US universities for refined research
PRIVACY
• No personal or identifiable information is collected
• CASRO code of ethics observed
• Centris uses multiple, secure data storage solutions to guard against hacking or data theft
• Data discarded monthly

4. BRANDED NETWORK BASED
ROUTER COMPANION
• Deployment of pre-configured router to perform
network sweeps
• Complete control of device inventory (timing,
frequency)
• Gathers game consoles, smart devices and all
in-home usage of software
• Protects user from malware
CENTRIS SOFTWARE
• Reset browser on each device to point to a
central web proxy
• Captures URL detail and easy configuration
• Follows mobile devices outside of home
network
• Devices are limited to computers, laptops,
smartphones and tablets
• Global deployment
4©Centris | Proprietary & Confidential
Collection Engine
Combines two approaches to capture Internet traffic data on network:

5. © 2 0 1 5 | P R O P R I E T A R Y & C O N F I D E N T I A L
C E N T R I S
M A R K E T I N G S C I E N C E
ANALYSIS & REPORTING:
DIFFERENT APPROACHES TO COLLECTION

6. © 2 0 1 5 | P R O P R I E T A R Y & C O N F I D E N T I A L
C E N T R I S
M A R K E T I N G S C I E N C E
CENTRAL PROXY

7. 7©Centris | Proprietary & Confidential
Example of Data with Highlighted IP & Site Visit

8. 8©Centris | Proprietary & Confidential
One Second Sample of Netflix Data with IP & Site Visit

9. © 2 0 1 5 | P R O P R I E T A R Y & C O N F I D E N T I A L
C E N T R I S
M A R K E T I N G S C I E N C E
PATHWAY CASE STUDY

10. EOVC DATA COLLECTION
• EOVC tracks user online behavior across time, geography, websites, platforms and devices
• Users provide demographic and device information in surveys, then install software and hardware that collect their
online activity
BENEFITS OF EOVC ANALYSIS
• Rich data on browsing pathways
– Multi-branch pathways with device and demographic information
– Pathway analysis makes possible real-time PREDICTION of future clicks and advertising segmentation
• Popularity measure of entertainment websites and content
– Score popularity of TV and video content, as well as implications for piracy and revenue
– Popularity drives advertising and targeting decisions
INPUT
User demographics
User assessment of
Internet habits
Clickstream activity
Device information
Time & geography
ANALYSIS
Pathway ordering
Pathway branching
Pathway folding
Pathway composition
Pathway variables
Metrics of popularity on
specific platforms
ACTION
Habit recognition
Prediction of video
streaming
Prediction of ad clicking
Segmentation by device
OTT-focused analysis
10©Centris | Proprietary & Confidential
The Evolution of Video Community Collection & Analysis

11. 11©Centris | Proprietary & Confidential
User 1 : Male – July 7 2014
S O C I A L M E D I A
TWITTER
M S N
FOX SPORTS
NBA ARTICLES
S E A R C H E S
BING SEARCH
P R O F E S S I O N A L
PC WORLD
ARTICLE
C A R E E R
INTERVIEW,
PENGUIN Q&As
C A R E E R
MONSTER
CAREER ADVICE
F O O D
Seagrasecapes.
com/flavors
S E A R C H E S
GOOGLE SEARCH
F O O D
EHOW:
HOW TO GRILL
CHICKEN
Ads
Ads

12. 12©Centris | Proprietary & Confidential
User 2: Male – July 2 2014
R E T A I L
AMAZON
S O C I A L M E D I A
FACEBOOK
N E W S
YAHOO INSIDER
S P O R T S
SPORTS YAHOO,
BLOGS
S P O R T S
SPORTS YAHOO,
VIDEO
S P O R T S
SPORTS YAHOO,
BLOGS
R E T A I L
COUPONS
N E W S
TWC CENTRAL
Ads
Ads

13. USER 1
DEVICES HEAVY USER FREQUENT USER MODERATE USER LOW USER
iPhone 
iPad 
Laptop 
USER 2
DEVICES HEAVY USER FREQUENT USER MODERATE USER LOW USER
iPhone 
iPad 
laptop 
Blu-ray 
DVR 
13©Centris | Proprietary & Confidential
User Analyses

14. 14©Centris | Proprietary & Confidential
Case Study: Pathway Including Clicks on MTV
User simultaneously streaming
video and browsing social
media converges on MTV.1
After browsing/streaming MTV content,
user moves to information sites that lead
to shopping on Amazon.2
Video Streaming
GoogleVideo.com
12:05 AM
Video Streaming
YouTube.com
12:14 AM
Social Media –
Professional
LinkedIn.com
12:10 AM
Social Media
Facebook.com
12:18 AM
Link to MTV.com
Media Content
MTV.com
12:19 AM
Article: Robin
William’s death
Media Directory
TVGuide.com
12:23 AM
Media Content
CBS.com
12:23 AM
Video Streaming
Hulu.com
12:24 AM
Video Streaming
YouTube.com
12:24 AM
Media Content
SonyPictures.com
12:19 AM
Social Media
Facebook.com
12:37 AM
Encyclopedia
Wikipedia.org
12:42 AM
Media Database
IMDB.com
12:42 AM
Media Content
MTV.com
12:36 AM
E-Commerce
Amazon.com
12:43 AM

15. 15©CENTRIS | PROPRIETARY & CONFIDENTIAL
Example Pathway #1
6:45 AM 6:46 AM 6:47 AM 7:04 AM 7:08 AM 7:13 AM 7:31 AM 7:35 AM 7:36 AM
Login.Live.com
(Email)
Xbox.com
(Video
Games)
BBC.co.uk
(News &
Media)
Facebook.com
(Social
Network)
StubHub.com
(Shopping/
Sports)
Google.com
(Search
Engine)
Twitter.com
(Social
Network)
Google.com
(Search
Engine)
Amazon.com
(General
Merchandise)
K E Y T A K E A W A Y S
1. User reaches XXX from BBC News
2. User multi-tasks between his PC and Windows Phone (where he has a game on)
3. XXX a likely motivator for user’s later shopping sports tickets
I M P L I C A T I O N S
• This pathway shows that user could come to XXX from a variety of devices as well as websites
• Pathway underlies strong relationship between sports consumption and purchasing decisions
Windows PC
Windows
Phone
1
2
3
• Saturday August 23, 2014
• Male
• 35–44 Years Old
• 1 Member in the Household
*WINDOWS
PC INITIATED
*WINDOWS
PHONE
INITIATED
XX.go.com
Ticket ad
served
XX.go.com
(Sports)
Conversion
7:01 AM 7:07 AM

16. 16©CENTRIS | PROPRIETARY & CONFIDENTIAL
Example Pathway #2: Multiple Household Devices
5:29 PM 6:39 PM 6:40 PM 6:54 PM 9:25 PM 10:11 PM 10:13 PM 10:14 PM 10:15 PM
Destiny
(Video Games)
XXgo.com
(Sports)
XX.go.com
(Sports –
Soccer)
Sports.MSN.
com (Sports)
SoccerCorner.com
(Shopping –
Sports)
Netflix.com
(TV & Video)
Instagram.com
(Social Network)
Refinery29.
com
(Fashion &
Modeling)
PinkIsTheNewBlog
.com
(Celebrities &
Entertainment
News)
Glamour.com
(Magazines &
E-Zines)
Xbox
Apple TV
Macintosh PC
iPhone
1
2
3
*iPHONE
INITIATED
*APPLE TV
INITIATED
*XBOX
INITIATED
*SAMSUNG
SMART TV
INITIATED
*MACINTOSH
PC INITIATED
K E Y T A K E A W A Y S
1. User’s household spends its Friday night employing multiple devices. Content on
one device often triggers browsing on another device.
2. The XXX soccer content on Apple TV leads to shopping for sports equipment on
the iPhone.
3. There is correlation between XXX and streaming Netflix content later in the night.
• Friday September 12, 2014
• Male
• 25-34 Years Old
• Other Members in the
Household Include:
Female, 25–34; Male, 6–9

17. “Network A”
TV & Video
File Sharing
Arts &
Entertainment
Photography
Social Media
Email
Shopping
General
Merchandise
News & Media
Search Engine
Video Games
Clothing
17©CENTRIS | PROPRIETARY & CONFIDENTIAL
Walmart.com
Binodal Pathways from “Network A” to Walmart
Shopping
Reference
Banking
Search Engine
12%
21%
18%
15%
14%
32%
14%
11%
29%
17%
8%
18%
7%
13%
10%
12%
24%
18%
16%
26%
6%
14%
5%
25%
32%
18%
15%
34%
There are high conversion likelihoods
from video-related sites, which can
ultimately lead to e-commerce.1
Consumers of
“Network A”
content have a
good likelihood
of banking
online, which
could lead to
shopping on
Walmart.com.
2

18. • ONLINE SEARCH10:20PM
• SOCIAL MEDIA
• FACEBOOK10:22PM
• ONLINE DATING10:27PM
• SURVEY PANEL10:45PM
• JOB SEARCH11:08PM
• VIDEO STREAMING12:05AM
• FACEBOOK WITH MTV
CONTENT12:18AM
• MTV & OTHER MEDIA
CONTENT12:19AM
• SHOPPING12:43AM
USER DEMOGRAPHICS
• Gender: Male
• Location: Bay City, Texas
• Age Group: 25-34
• Living Situation: Single
• Race: Caucasian
• Devices Owned:
– Android Smartphone
– Desktop Computer
– Roku
• Time on Video Streaming: 20 hours/week
• History of Video Streaming: Constant Levels
BROWSING SESSION INFORMATION
• Timeline: 8/17/14 10:20PM – 8/18/14 1:03AM
• Devices: Desktop Computer with Windows OS
18©Centris | Proprietary & Confidential
Case Study: Demographics & Pathway Study

19. 18%
82%
PERCENT OF TOTAL USERS THAT
VIEW SPORTS
View Sports
Don't View
Sports
33%
67%
SPORTS VIEWER GENDER
Female
Male
28%
72%
WEBSITES USED TO WATCH SPORTS
yahoo
msn.fox
31%
69%
SPORTS VIEWER AGE RANGE
25-34
35-44
19©Centris | Proprietary & Confidential
User Analyses

20. 20©Centris | Proprietary & Confidential
Collection, Storage & Maintenance
• Data is captured through multiple sources and delivered to a combination of secure cloud and Centris servers
– No PII is captured
• One household generates gigabytes of data in one day, so storage and data cleansing is a major factor in this effort
– Centris has developed a proprietary filtering and scrubbing algorithm to capture and refine data for analysis
• Centris stores the data in a combination of secure, internal servers and cloud solutions
– Raw historical data is collapsed for long term storage
• Centris can pull daily, weekly or monthly reports, minimizing needs for large storage and ensuring security

21. 21©Centris | Proprietary & Confidential
Contacts
Let’s Get Social - Follow CentrisMarSci
STEVE ENNEN
President
OFFICE: 267.558.3176
CELL: 646.334.5893
sennen@centris.com
JOCELYN BAYLE
Senior Director ,
Business Development
OFFICE: 267.558.3179
CELL: 917.232.8364
jbayle@centris.com
MICHAEL GUAN
Manager,
Statistics & Innovation
OFFICE: 267.558.3192
CELL: 917.280.0123
mguan@centris.com