Automated TV Buying: Who/What/Where/When/Why A Panel Discussion of Trading Partners and Technology Providers 1 Sponsored by

Webinar Goals: To provide an overview on the automated buying marketplace emerging in TV To arm TVB members with the information you need to understand how automated buying works and the potential impact on station revenue To hear from an agency (advertiser) who is reaching national audiences, locally, through an automated buying platform To help you determine if the buzz is real 2

3 Today’s Presenters Steve Lanzano President and CEO, TVB Tim Hanlon Founder and CEO of The Vertere Group Brendan Condon CEO, AdMore Keith Bowen CRO of Tribune Jessica Robine Advanced TV at Magna Global

What is Programmatic? Why is it such a Buzzword? Coined by the trade publication Digiday and emerged in the online ad buying business: “Programmatic ad buying or, automation, typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders.” For TV key terms are: Audience-based targeting Automated Buying Data-decisioning 4

More Buzzwords: SSP = Sell Side Platform DSP = Demand Side Platform DMP = Data Management Platform RTB = Real Time Bidding DAI = Dynamic Ad Insertion Trading Desk = Agency Groups Activating Automation Analytics = Data and Insights Used to Buy Media Audience Targeting = Data Driven Targeting 5

For those who’ve used programmatic in the past year, online display is the prime target 6

Great for Online Monetization: Programmatic selling/buying perfect solution for local station’s online business 7

Definition of Automated TV Buying: A technology-driven method made available for agencies when buying and delivering linear TV ads 8

Why Does Automated Buying Work in TV? Combines the best of automated and manual implementation of buying and selling Optimizes All Inventory Works For All TV Distributors: Broadcast (local and national) Cable (local and national) Satellite (national) Telco (national) 9

Automated TV Buying is Opportunistic Potential to Deliver: New Revenue Opportunities Incremental to Existing Plans Extensive and Efficient Reach Timely and Transparent Reporting New Clients 10

Tribune’s POV on Automated Buying 11

Local Market Potential Think Global, Act Local National advertisers include campaigns with little or no local Market Development Funds (MDF) or Co-op Dollars 12

Local Market Potential National Advertisers Driving Traffic to a Local Market Airtime Filled With National Advertising More Windows of Monetization Ease of Investment Optimization Price Protection 13

Introducing the Notion of Automation & Data Driven Investment Optimizing cross-channel media & audience buying Brands can focus more on consumer engagement including: Storytelling Branding Retail Activation Custom Solutions 14

What is An Agency Trading Desk? 15 “I firmly believe that much of the future of advertising will revolve around automation…there is still the human element [to advertising] but I still believe it will go that way” – WPP CEO Sir Martin Sorrell

Automation Enables: Ability to buy local markets efficiently and effectively Audience and operational efficiency Future of cross-screen buying—reach all devices, turn on all screens National Broadcast and Online Local Broadcast and Online National and Local VOD, Mobile, Social 16

Who Are Automated Buying Partners? 17

The Promise of Automated Buying Automated TV Buying Differs Greatly from Online Programmatic Buying Benefits to Advertisers/Agencies: Ability to Effectively Reach Local Market Consumers Improved Local TV Planning and Execution Benefits to Broadcasters: Opportunity to Maximize Revenue without Commoditization Increased Access to National Advertisers Demonstrated Value of Local Broadcast Television New viewing + consumer data = "Datamation" 18

Thank You To TVB Sponsor 19 Brendan Condon, CEO AdMore Questions?