Presented by Bruce Harwood: June 29, 2017 Have you heard about traditional media but aren't quite sure what it is? This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it. As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.

1. Traditional Media Buying

2. Agenda
2
• Traditional Media Overview
• Television
• Radio
• Print
• Outdoor
• Network Upfronts

3. Traditional Media Overview

4. Average Time Spent
4
Time Spent Trends
• In 2013 the average time spent
with digital media surpassed TV
for the first time
• Mobile is the only media gaining
year over year
• TV, Print, and Radio have all
seen steady decline in time spent
over the past five years

5. Planning Pillars
5

6. Cultural Perspective
6
OUR WORLD USA

7. Television

8. Television Overview
8
Strengths Limitations
Immediate Impact Competitive Clutter
Quickly Builds Awareness Fragmented Viewership
Sight, Sound, & Motion High Out-Of-Pocket
Geographically Flexibility Time-Shifted Viewing

9. Ways to Buy Television
9

10. Local and Direct Response
10

11. Buy Model
11

12. Dayparts
12

13. Addressable TV
13
Ads are served on a household
basis based on income, ethnicity,
children in the household, and car
leases set to expire
Available in up 42 million
households

14. Addressable TV Availability
14
Provider Availability
Cablevision 3 Million
DirecTV 12 Million
Dish Network 8 Million
Comcast None
Time Warner Cable/Spectrum None
AT&T U-Verse None

15. Radio

16. Radio Overview
16
Strengths Limitations
Local Presence Background Medium/Non-Intrusive
DJ Mentions/Added Value Lack of Visual and Brand Logo
Low Cost of Entry Limited Reach
Immediacy and Frequency Expensive to Cover Markets

17. Ways To Buy
17

18. Dayparts and Formats
18

19. Print

20. Magazine Overview
20
Strengths Limitations
Audience by Demo, Lifestyle, Interest Slow Reach Build
Long Shelf Life Longer Lead Times
High Quality Reproduction Limited Geographic Flexibility
Detailed Copy Expensive to Build Frequency

21. Magazine Types
21

22. Unit Types
22
P4CB
Spread

23. Newspaper Overview
23
Strengths Limitations
Rapid Cume One Day Readership
Geographic Selectivity Cluttered Environment
Variety of Unit Sizes Lack of Editorial Control
Short Lead Times Low Pass-Along Rate

24. Newspaper Types
24

25. Newspapers Units
25

26. Outdoor

27. Outdoor Overview
27
Strengths Limitations
Broad Reach Copy Limitations
Frequency Builder Passive Media
Location Specific High Production Costs
Reminder/Support Medium Long Lead Time

28. Billboard
28

29. Sidewalk
29

30. In Store
30

31. Transportation
31

32. Cinema
32

33. Network Upfronts

34. Upfront v Scatter Overview
34
Upfront Scatter
Long Lead Time Shorter Lead-Time
Broad Selection of Programming Offers More Flexibility
Audience Guarantees/Protection Higher Rates (In General)
Favorable Rates Lower Barrier to Entry

35. 2015 Results
35
Program Our Prediction Result
Life In Pieces
👎 Saved but moved to Friday
Limitless
👍 Cancelled
Supergirl
👎 Saved by the CW
Blood and Oil
👍 Cancelled

36. 2016 Results
36
Program Our Prediction Result
The Good Place
👎 Season Two
American Housewife
👎 Canceled
Son of Zorn
👍 Cancelled

37. 37

38. 38

39. 39

40. 40

41. 41

42. 42

43. 43

44. 44

45. 45

46. 46
Be Brave Be Inventive Defy Expectations
Thank you!