ALIGNING PROGRAMMATIC TV
INVENTORY WITH LINEAR
TV REGULATIONS
New Video Frontiers – October 20-21 2015, London
Confidential
AGENDA
INTRODUCTION
PREMIUM VIDEO BY THE NUMBERS
UNDERSTANDING PROGRAMMATIC TV
REGULATIONS & COMPLIANCE
QUESTIONS
SOLUTIONS TO MEET THE BIGGEST CHALLENGES OF
THE EVOLVED MEDIA LANDSCAPE
TECHNOLOGY
SERVICES
ADVISORY
SERVICES
PREMIUM
MARKETPLACE
3
AT THE HEART OF PREMIUM VIDEO ECONOMY
4
PREMIUM VIDEO BY
THE NUMBERS
Confidential
DEFINING PREMIUM CONTENT
• Professionally Produced
• Rights Managed
• Limited in Supply
• Direct Sold/
Guaranteed Inventory
6
AD AND VIDEO VIEW GROWTH
In Q2, audience and
monetization both
grew at strong, doubledigit rates, reflecting
the importance of
premium content
7
AD VIEW GROWTH BY CONTENT DURATION
We see growth
across all content
types, with Live
continuing to be
the fastest
growing segment
Short- and
Mid-form
Long-form
Live
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VIEWING ACROSS SCREENS
20%
7%
STB generated 20%
of volume for enabled
clients in May 2015,
indicating strong
potential for this new
screen
19%
11%
42%
OTT
Desktop
Smartphone
Tablet
STB
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AD VIEW SHARE BY CONTENT CATEGORY
AND DEVICE TYPE
Q2 2015
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LONG-FORM AUTHENTICATION RATE AND GROWTH
While authenticated
volume continues
to surge, the share
of monetisation
happening in
behind the wall has
leveled off
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AD VIEW SHARE BY CONTENT DURATION
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AD VIEW SHARE BY DEVICE TYPE
194% growth
107% growth
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KEY TAKEAWAYS
1
2
3
Premium digital video
generates substantial
ad views and is
continuing to grow 2530%
each quarter
OTT and STB
continue to gain
steam, as digital is
introduced to the
living room
The line between
linear and digital
continues to blend,
as authenticated
apps gain traction
and ad loads
approach
linear levels
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PROGRAMMATIC:
KEY FUNDAMENTALS FOR VIDEO
Confidential
THE ADVERTISING MODEL IS CHANGING
YESTERDAY
Unified audience
Single currency
Unified transactions
TODAY
Fragmented audience
Multiple currencies
Fragmented transactions
TOMORROW
Fragmented audience
Multiple currencies
Unified transactions
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PROGRAMMATIC COMPONENT PARTS
Automation
Transaction
Model
Data
+
+
Understanding the use cases - what are the companies asking to trade and why?
Determine the business rules to be operated under.
what needs to be/not be supported and why?
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WHAT TRENDS ARE WE SEEING?
1
2
3
MANUAL
WORKFLOW
DRIVING
COMPLEXITY
NEW
LINEAR/DIGITAL
CURRENCIES
EMERGING
LINEAR
EVENTS
MOVING
TO IP
$
Significant
operational cost to
manage “long-tail”
networks
Need for
“translation layers”
between evolving
currencies
Increase fill rates in
unpredictable live TV
inventory by
pre-scheduling spots
No easy way
to pre-“schedule”
ads
in digital
Improved analytics
to understand
performance
across metrics
Difficult to predict
volume spikes
and ensure
full monetization
Bring automation
to scheduling
Optimize across
multiple datasets
Improve yield
management
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PROGRAMMATIC BY PLATFORM
Desktop
• Volume of inventory and tag friendliness
Mobile
• Tag requirements of buyers vs. what works; limited demand
OTT / CTV
• Tag requirements of buyers vs. what works; limited demand
STB VOD /
Catch up
• High theoretical demand – long-form, fraud free, closed
environment, viewable (!)
• Data enablement requirements; creative process
Linear TV
• Big hype; big potential
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PROGRAMMATIC: CHALLENGES & OPPORTUNITIES
• Protect value of inventory and data
• Maximise ROI on available inventory
• Improve revenue predictability
• Maintain control and compliance across screens
• Simplify operations, understand all parts (SSPs, DSPs, DMPs…)
Automation
Data
Transaction
Model
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COMPLIANCE ACROSS SCREENS
Confidential
RULES OF ENGAGEMENT
Linear TV
IP TV
CREATIVE APPROVAL
?
SCHEDULING
?
CLASH CONTROL
?
DATA MANAGEMENT
?
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Programmatic
Programmatic
Dynamic Ad
Scheduled Ad
OPERATOR Ad
Dynamic Ad
Scheduled Ad
Scheduled Ad
Programmatic
Scheduled Ad
Scheduled Ad
Programmatic
Prog. sponsor
DEEP DIVE: PROTECTED
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IMPLEMENTED TODAY
PREMIUM MARKETPLACE
TV COMPLIANCE
INVENTORY PROTECTION
DATA PROTECTION
CREATIVE CONTROL
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COLIDING LINEAR AND DIGITAL
LINEAR
MIRRORING
DYNAMIC AD
ALOCATION
LINEAR AD
SERVING
UNIFIED
TRAFFICKING/
STEWARDSHIP
• Run linear scheduled ads in
digital environments
• Receive information from linear
system
• Serve all ads in C3/C7
• Ability to “pre-empt” scheduled
ads
• “On the fly” and “addressable”
ad decisioning
• Plug-in “TV safely” to
programmatic demand
• Align linear, digital and STB as
one tradable pool of inventory
• Get digital “credit” for linear scheduled ads
• Gain full “census” level data / reporting
• Access to “real-time” deliver data
• DAI opt-in capability to improve yield
• Increase CPMs/ advanced targeting
• Full monetization of live streams
• Increased scale and inventory flexibility
• Reduced liability/ increase operational
efficiency
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THANK YOU
Confidential