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Taking A Sip Of Targeted TVResolute Digital

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NOT YOUR PARENT’S TV

Outline

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▸ Resolute Digital Overview▸ Supporting Data▸ TV Landscape

▹ Linear TV▹ Connected TV▹ Addressable TV

▸ Programmatic TV▹ What is programmatic TV?▹ How does it work?

▸ Case Studies

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▸ Resolute is an Independent Agency full service digital agency

▸ Resolute works with multiple DSPs and buys from numerous exchanges

▸ A Digital Agency that made our first TV Buy Q4 2015

Background

Media Consumption

5Time spent per day - percent change from 2011 to 2015 (source: eMarketer April 2015)

DESKTOP & MOBILE

+68%From 2.8 to 4.7 hours

CONNECTED TV

+39%From .18 to .25 hours

TELEVISION

-4%From 4.3 to 4.1 hours

PRINT

-52%From .4 to .2 hours

RADIO

-5%From 1.34 to 1.27 hours

15 ways to watch “Walking Dead”

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TV Landscape

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Linear TV: Live television that is watched as scheduled

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Connected TV:Ads that play at full resolution of the TV on media app load or content streaming. Best used an extension of traditional TV buys or to complement digital buys

Connected TV

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Connected TV

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Connected TV

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▸ Non-Skippable pre-roll units▸ Highly Viewable▸ High Completion Rates▸ High Quality Inventory▸ Linear Audience Reach▸ Accounts for 1% of TV Ad Dollars▸ By 2025, 50% of US consumers under 32 will

pay for TV service, 15% will be cord cutters and 35% will be cord neverers (never paid for traditional tv services). *

US connected TV Usage, Digital Content Gives the ‘First Screen’ New Life, eMarkerter

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Addressable TV:Advertising technology that enables advertisers to selectively segment TV audiences and serve different ads within a common program.

Addressable TV

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Addressable TV

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Addressable TV

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▸ Ability to use 1st, 2nd and 3rd party data▸ Segmentation - geographic, demographic,

behavioral and a growing household level▸ Targeting is about the person not the

program▸ Small in scale relative to the total TV

market

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Programmatic TVAutomation & Addressability

Programmatic Television Buying

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▸ Bidding▸ 80+ Addressable

Segments per Household

▸ Increased Control (Creative, Daypart, Geo, Frequency)

▸ Ability to Optimize from In-Flight Learnings across TV and Digital

Programmatic TV

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▸ Value is in the use of audience data▸ Efficiency with automated buying▸ Not real-time based delivery (1-7 days to clear)▸ Strong Measurement▸ First to adopt are cable satellite and

telecommunication providers since they are distributors and don’t have their own linear TV Inventory.

▹ Comcast, ▹ Time Warner Cable▹ DIRECTV▹ DISH▹ AT&T

Who owns Programmatic TV?

20The Trade Desk & Digiday

Addressable pTV Media buy over OpenRTB

How It Works

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Extreme Reach

DISH

STBsRentrak

CustomerRD DeskRocket FuelTradeDeskNetmining

DBM

Creative/Schedule

Exposure DataReporting

Creative

Creative

Delivery Report

Insertion Order& Creative

Programmatic TV Insights

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Programmatic TV Insights

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Glenfiddich Case Study

▸ Goal Campaign:▹ Convert Bourbon drinkers to Scotch▹ Build Awareness▹ TV Presence

▸ Target: ▹ Men 35+,▹ HHI 100K+,

WG Case Study - Glenfiddich

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▸ Optimization▹ Lowered age 25+ audience

▹ 58% was reaching 55+▹ Ethnicity emphasis▹ Primetime (win rates)

▸ Stats▹ Majority campaign ran in prime time▹ 94% households owned their own home▹ 33% traffic going to sports consuming

HH▸ Key Networks: ESPN, FNC, DSC, HST, TNT,

CNN▸ 20% efficiency in pricing compared to

historical cable buys

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Tullamore Dew Case Study

▸ Deepen emotional connection and True Character perception of brand

▸ Nielsen Data that supports Fantasy Football Players over index on drinking spirits (in particular whiskey)

▸ Looking to compliment our digital buy & sponsorship

William Grant Case Study Tullamore Dew

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▸ Optimization▹ Tightened demo to 25-34▹ Targeting football fans/viewers▹ Primetime (win rates)▹ Winning bids below our ceiling cap

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Thank You!