Understanding the Connected TV Viewer Connected TV is the hottest new media format, and one of the most talked about opportunities in advertising, but who actually watches this stuff? In this session Chris LaHaise, Director of TV Solutions at dataxu, will answer this question by providing details and demographics around the people reachable via ad-supported CTV. Presenter: Chris LaHaise, Director, TV Solutions & Product Marketing, dataxu

1. 1Confidential
Understanding the connected TV viewer
Presented by dataxu

2. 2Confidential

3. 3Confidential 3Confidential
Intro to connected TV

4. 4Confidential
Over-the-top (OTT): often discussed in terms of both
content and physical devices, OTT represents TV viewing
that is in addition to, or replacement for, traditional TV
Connected TV (CTV): a form of OTT where the viewer
watches video content via internet connection on an
actual TV screen either through built-in software or an
externally connected device such as Roku, AppleTV, etc.
Full Episode Player (FEP): a form of OTT where the
viewer watches video content via internet connection
on computer or mobile phone screens
Buzzword Bingo: OTT vs. CTV vs. FEP

5. 5Confidential
Ad-supported Video On Demand (AVOD): CTV provider
that enables access to un-scheduled TV shows that the
viewer can start and stop as they wish, and is available
for free to all, thanks to in-stream advertising
Buzzword Bingo: AVOD vs. SVOD vs. vMVPD
Virtual Multichannel Video Programming Distributor (vMVPD): CTV provider that airs live TV shows that the
viewer must watch on a set schedule (unless recorded), and typically requires a subscription as well as in-
stream advertising
Subscription-based Video On Demand (SVOD): CTV provider that enables
access to un-scheduled TV shows that the viewer can start and stop as
they wish, but is only available through a paid subscription

6. 6Confidential
comScore OTT intelligence, U.S., October 2016 – April 2019
Overall CTV viewership continues to grow
44.0
50.6 55.0 59.5
October 2016 October 2017April 2017 April 2018
Nearly 64 million households are watching some form of CTV
62.1 63.7
October 2018 April 2019

7. 7Confidential
comScore OTT intelligence, U.S., October 2016 – April 2019
Overall CTV viewership surpassed cable DVR & VOD
0
20
40
60
80
100
CTV DVR VOD
Householdhourspermonth
Household Viewership Hours Per Month
86
65
15

8. 8Confidential 8Confidential
Who actually sees ads on CTV?

9. 9Confidential
Delivery of CTV at scale is no longer a concern
Ad-supported CTV is growing…fast!
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019

10. 10Confidential
Over 50% of CTV viewers still watch linear TV, making it hard to find true incremental reach
Cord-cutting started a movement, but cord-stacking is the norm
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019

11. 11Confidential
CTV is being watched all over the country, in all 210 DMAs
Where are they watching?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019

12. 12Confidential
CTV viewers can’t be put in a box, they come in all shapes and sizes
Who is watching?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019

13. 13Confidential
CTV viewers can’t be put in a box, they come in all shapes and sizes
Who is watching?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019

14. 14Confidential
CTV viewers can’t be put in a box, they come in all shapes and sizes
Who is watching?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019

15. 15Confidential
CTV viewers can’t be put in a box, they come in all shapes and sizes
Who is watching?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019

16. 16Confidential
CTV viewership looks a lot like linear viewership throughout the day & week
When are they watching?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019

17. 17Confidential
CTV viewership looks a lot like linear viewership throughout the day & week
When are they watching?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 4/30/2019

18. 18Confidential 18Confidential
A deeper look at Cord Stackers

19. 19Confidential
CTV isn’t just a means to escape cable, for most it’s just another place to find great TV
What is a Cord Stacker?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019

20. 20Confidential
Most Cord Stackers viewership still comes from cable
What are Cord Stackers watching on linear?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019

21. 21Confidential
Unsurprisingly, most Cord Stackers are selective with their linear TV viewership
Linear viewership varies among Cord Stackers
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019

22. 22Confidential
Light Cord Stackers don’t just watch less linear TV, they watch it less often
Linear viewership varies among Cord Stackers
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019

23. 23Confidential
Cord Stackers tend to watch more linear TV on weekdays and more CTV on weekends
When are Cord Stackers watching?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019

24. 24Confidential
Despite differences in day of week, Cord Stackers watch linear and CTV at the same time of day
When are Cord Stackers watching?
data pulled across all available ad opportunities seen through TouchPoint™ from 4/1/2019 – 8/19/2019

25. 25Confidential 25Confidential
What can we learn from this?

26. 26Confidential
Scaling CTV campaigns at the national and local level is now a reality
Connected TV has reached a tipping point

27. 27Confidential
No longer a niche tactic, CTV advertising can be used to reach all types of audiences
Connected TV has gone mainstream

28. 28Confidential
CTV offers the best way to make up for shrinking reach on linear TV, but not without a plan
Incremental reach on CTV is not automatic

29. 29Confidential
Thank You