Overthetop and Connected TV Empowers Training Program Summer

Over-the-top and Connected TV: Empower’s Training Program Summer 2020

OTT ecosystem is vast, confusing, and growing. 2

OTT vs CTV – what’s the difference?

THE AD INDUSTRY IS DIVIDED ON DEFINING OTT Source: Interactive Advertising Bureau (IAB), “Digital Content New. Fronts: 2019 Video Ad Spend Report”, April 29, 2019 4

Definition OTT = streaming video content CTV = a streaming video device 5

ACCESSED BY DEVICE Video Content that can be viewed across any device Linear Video content that is at least 30 minutes in length and viewed live or time-shifted as it airs via Broadcast TV or cable/satellite provide Streaming Video content transported from a video provider to a connected device via the internet, outside the closed networks of telecom and cable providers. 6

ALL DEVICES ACCESS THE SAME OTT CONTENT CTV is just a device to access OTT content 7

Empower POV OTT and CTV should be a part of every video plan to reach consumers where they spend time and to increase performance. 8

ADULTS CONTINUE TO SPEND OVER 5 HOURS A DAY WITH VIDEO CONTENT Although traditional video time spent is highest, time spent declines as viewers shift to digital screens Source: Nielsen Total Audience Report, Q 3 2019 9

STREAMING ACCOUNTS FOR 19% OF TV TIME SPENT Source: Nielsen Total Audience Report, Q 3 2019. Time spent on OTT in OTT-capable homes (ad-supported or paid subscription services 10

OTT IS MAINSTREAM ACROSS ALL AGES; WITH A 18 -34 USAGE HIGHEST Consumers that use at least 1 OTT service 65% 52% 31% All Adults A 18 -34 A 35 -54 Source: Open. X 2019 Consumer OTT Report; Consumers that use at least 1 OTT service, surveyed February – March 2018 A 55+ 11

INCREMENTAL DIGITAL VIEWERSHIP VARIES BY NETWORK Disney properties based on A 18 -34. Warner properties based on A 18+. Discovery properties based on P 2+ 12

ACTIVATION PATHWAYS HAVE ACCESS TO THE SAME OTT CONTENT PUBLISHER DIRECT PLATFORM DIRECT PROGRAMMATIC Television networks, cable networks, or cable services that distribute TV quality content. Publishers distribute content both linear and streaming. Digital partners that deliver content via the internet without the traditional network infrastructure. Publishers can include skinny bundles, apps, devices, game consoles, or Smart TVs. Real time, automated bidding on OTT content via networks and DSPs (demand side platforms). 13