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VIDEO & TV ADVERTISING: STATE OF THE CONVERGENCE

Nicolas MIGNOT

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FREEWHEEL, THE TV-BORN VIDEO FULL-STACK

Sales teams negotiate over the phone/in person with the buy-side on an upfront IO basis. (e.g., fixed budget /price)

DIRECT SALES

Sales or programmatic teams automate the sales process through

direct connections to buy-side systems.

AUTOMATED SALES

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THE DEATH OF TV?

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WHATWHERE

WHOReach Your

Audience

THE GOAL OF MARKETERS

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TELEVISION HAS EVOLVED

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AD VIEW COMPOSITION & GROWTH BY DEVICE

STB VOD*

OTT DEVICE+66% YOY

TABLET+34% YOY

+63% YOYSMARTPHONE

+0% YOY

DESKTOP/LAPTOP

21%of enabled

programmer volume*

66%of ad views come from

devices other than desktop

34%

18%8%

23%

17%

VIEWERS PLAY HARD TO GET

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VIEWERS COMPLAIN ABOUT POOR AD EXPERIENCES

AD FATIGUEseeing same creative over and over

LATENCYad takes too long to load

POOR CREATIVE QUALITYlow resolution, breaking stream

INCONSISTENT EXPERIENCESinconsistent fill of breaks, lots of slate

AD CLUTTERtoo many adsin a break

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GO FOR PREMIUM VIDEO

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DEFINING PREMIUM VIDEO CONTENT

• Professionally produced

• Rights managed

• Brand-safe content

• Viewable, fraudless, transparent environment

• Engaged audience

HIGH View Through Rates

LOW fraud rates

HIGH In View Rates

LARGE player size

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VALUE OF PREMIUM VIDEO: AUDIBLE/VISIBLEVIEWER ENGAGEMENT MEASURED BY MORE THAN A BINARY “IN-VIEW RATE”

2s VIDEO IN-VIEW 5s VIDEO IN-VIEW

COMPLETE76,8%

62,7%

72%

56,9%

69,2%

31,8%

Source: Moat/FWC Data Analysis (2016)

FREEWHEEL SET

ALL-MOAT SET

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SOUGHT AFTER AUDIENCES

Data + Content + Engaged Audience

Real humans!98.9%

Engagement performance

118%

MARKET RESPONDING TO VALUE OF PREMIUM

PREMIUM CONTENT

High quality, brand safe, & transparent

Engaging viewing environment s

Connecting content & the advertising message

FWC/Moat Premium Video Engagement Study, March 2016

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AUTOMATION ADDS CHOICE & EFFICIENCY

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AUTOMATION OFFERS THE CHOICE FOR TRANSACTION MODELS

PUBLISHER BUYERPROGRAMMATIC

DIRECT

PRIVATE MARKETPLACE

AND PREFERRED

OPEN EXCHANGE ANDSECONDARY MARKETS

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HURDLES PREVENT PROGRAMMATIC LIQUIDITYIN

DUS

TRY

PAIN

PO

INTS

CompetitiveSeparation

Multi-screenDelivery

DataLeakage

Dynamic Decisioning in Closed Environments

TV-QualityUser Experience

Commoditization

Ad BlockerPrevention

CreativeQuality

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THINK UNIFICATION

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• Pre-scheduled placements based on deal requirements and relationships

• Dynamic decisioning to optimize yield and revenue while honoring all business rules

MANAGE AND MEET THE GOALS OF YOUR BUSINESS, YOUR BUYERS AND YOUR VIEWERS

PLAN, OPTIMIZE AND MANAGE WITH HyLDA

HUMAN DESIGNED, NEGOTIATED DECISIONS

TECHNOLOGY TO DYNAMICALLY OPTIMIZE REVENUE

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ACHIEVING TRUE YIELD THROUGH FAIR TRADING

STRATEGY GOVERNANCE EXECUTION

REVENUE

USEREXPERIENCE

BUYERREQUIREMENTS

FULL STACK TECH

TEAMS

BUSINESS INSIGHTS

UNDERSTAND THE VALUE

STAY IN CONTROL

DRIVE GROWTH

FEEDBACK LOOP DRIVEN BY BUSINESS INTELLIGENCE

TRUE YIELD

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NO, ITS GOLDEN AGE !

THANK YOU