The Challenge of Addressable Advertising Jon Block, EMEA VP of Product & Platform

Who are Videology? 1.TV-centric addressable advertising platform 2.We work with agencies, broadcasters, telcos and brands 3.Privately owned, global company

4.5 billion views

Fundamental truth no. 1 People want to watch the best TV content on the best screen easily available to them

Fundamental truth no. 2 Advertisers want to reach consumers wherever and whenever they are with the best TV creatives

Fundamental truth no. 3 People are watching TV ads that are not relevant to them

Opportunities of addressable advertising Reduction of Wastage Generation of Yield Improved User Experience

Challenges of addressable advertising Fragmentation of Viewership Fragmentation of Data Evolution of Demand Complexity of Audience Targeting

Household income Interests Geo-location Spending habits Purchase intent Brand loyalty Basic demographs

Deliver in full Margin optimisation Audience reach Audience composition Pacing Placement diversity Placement minimum Media prioritisation Completion rate Viewability Click-through rate Cost per acquisition Portfolio-level objective management

Real-time biddingAllocation Impressions sold in real-time to the highest bidder 3rd parties in control Little support for upfront deals* Less yield control - optimised towards highest bidder Audiences are forecast and impressions allocated Broadcasters in control Full support for upfront deals* More yield control - wholistic optimisation across all channels * - Upfront deals = guaranteed, fixed price and fixed volume commitments Two approaches for broadcasters

Direct sales SSP / 3rd party demand 3rd party data Ad serving Linear (dynamic ad insertion) OTTIPTV Web / mobile Traditional + RTB approach

Direct sales SSP / 3rd party demand Forecasting & allocationAudience activation Real-time audience decisioning Portfolio & yield management 3rd party data 1st and 3rd party data Ad serving Linear (dynamic ad insertion) OTTIPTV Web / mobile Data-driven optimisation Allocation approach

Who benefits from this? And who contributes?

BroadcastersTelcos Content/context Advertising rights Login data Customer data IPTV delivery Dynamic ad insertion (DAI) Agencies & brands Addressable planning Customer knowledge Everyone contributes…

BroadcastersTelcos Reduced wastage Improved yield Improved UX Data activation Tech licensing Agencies & brands Accurate targeting Cross-device messaging Higher engagement And everyone benefits…

France - all the right ingredients? High IPTV penetration Extensive customer data Dynamic ad insertion (DAI) Addressable TV legislation Source: SNL Kagan, "Trendwatch: Three Subscriber Trends in the Pay TV Market Every European Operator Should Know," Dec 11, 2015

Conclusion Addressable advertising will bring benefits to broadcasters, telcos, agencies and brands Programmatic advertising technology should be used to improve the TV advertising ecosystem and not disrupt it Don’t accept the status quo of display advertising Work with technology partners that understand TV

Thank you