In this webinar we divulge our unique approach to video advertising, audience, and campaign planning. We also unpack how to holistically measure your ad campaigns and attribute video conversions with metrics like reach and frequency.

1. OTT & Video
Advertising
Playbook
Unlock Your Biggest ROI by
Investing in Video Ads

2. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Submit questions for live Q&A
Download relevant resources
Recording & slides will be
sent tomorrow
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02
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Join our poll questions
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3. Some of
our clients
Our
Recognition
Tinuiti is the largest independent performance
marketing agency across the triopoly.

4. Our Speakers
JESSE MATH
VP of Planning and
Platforms, OTT Lead
JOHN-MICHAEL DEL VALLE
Managing Director,
Commercial Lead – TV

5. LiveRamp TV: The Advanced TV Flywheel
Advanced TV
Plan Activate
Measure
Optimize
More Data
Optimized Investment
Better Performance
Media Performance
Maximized
Holistic Video
Strategy
Business
Outcomes &
Audience
Performance
Data-Driven
Targeting &
Identity
Advanced TV
Enablement &
Onboarding
Cross-Channel
Measurement &
Audience Insights

6. LiveRamp:
Connecting
people to
data is kind of
our thing
Deterministic Matching
600 million unique authentication events
monthly
People-based Identity
Connecting offline data to online & TV identifiers
for an omni-channel view
Neutrality
We provide the backbone for unified data to support ad
targeting, personalization & measurement solutions
Expansive Reach
Over 250 million people matched online, we have the
largest deterministic identity graph available for
commercial use
Privacy by Design
Universal opt-out ensures privacy preferences are
respected across every addressable touchpoint

7. Agenda
layout
● The OTT Landscape Today
● Tinuiti’s Approach to OTT Advertising from
Purchasing Inventory to Platforms Review
● Impact of Consumer Viewership
● Solving the ‘Measurement Challenge’ with
Data Plus Math
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8. Poll Question:
I would be more inclined to scale my OTT
investment if measurement was not an issue.
● Agree
● Neutral
● Disagree
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9. Pay TV Over-The-Top
(OTT Devices)
(Cable, Telco, & Satellite)
Online Social
TV Everywhere Ad-supported
Over the Air
(Broadcast)
Subscription
Premium STB VOD
VIDEO
Today’s TV // Video
Ecosystem

10. 10
~166M US Adults will use ad
supported OTT in 2021
IAB Research 10/18
179
118
228
US Adult Users (Millions), eMarketer 2021 estimates
Disruption, scaled

11. 11
43%
24%
12% 9% 9%
3%
56%
14%
15%
15%
Connected TV
Mobile
Desktop
STB VOD
The Fragmented Video Landscape
Freewheel Q4’19 VMR
Freewheel Q3’19 VMR
Online Video Ad Delivery OTT Ad Share Of Voice

12. Brands in OTT
Reach & Frequency
Traditionally TV centric
Eroding ratings
Increasing CPMs
Seeking Millennials & Gen Z
Challenger & DTC
Built on data
Digitally native
Budget conscious
Performance focused

13. 13
Data Driven Programmatic
• Real Time Bidding
• Household Graphing
• Advertiser control of targeting data
• Advertiser control of frequency
• Greater inventory transparency
• Digital measurement Delivering Across:

14. 14
Direct Buys
• Access to the full publisher portfolio
• Cross screen R/F management
• Guaranteed impressions
• Set CPMs
• Makegoods for under-delivery
• Access to publisher/platform data
• Sponsorship & custom units
• Added value opportunities
(ie brand lift studies)
Measurement
• Holistic Reach & Frequency
• Closed Loop MTA
• Control / Exposed Brand Lift

15. The TV Approach
1. OTT delivers on-target reach and frequency that is incremental to other video channels
○ Method: 3P measurement solutions from providers including Nielsen and Liveramp
2. OTT drives brand affinity
○ Method: Post campaign exposure control vs exposed brand lift study against a survey panel
The Digital Approach
1. OTT is an effective Performance Marketing channel
○ Method: Segment audiences with 3P data and site retargeting. Use the DSP pixel to measure post-OTT exposure site
visitation / conversions
2. OTT is an effective channel to acquire customers
○ Method: Suppress existing customers / site visitors from the campaign. Use the DSP pixel to measure post-OTT exposure
site visitation / conversions - all of which will be from first time customers
3. Adding OTT to the existing media mix makes the overall mix work harder
○ Method: Geo test and control groups. Select like-DMAs by existing business. Run OTT in the test group and compare any lift
Measurement Plan Hypotheses

16. 16
Scale
Targeting
Measurement
OTT
is a channel that
offers:
Efficiency
At a benchmark of $.03 -
.04, cost per views are
about half the cost of
YouTube

17. The TV Approach
“OTT goals are TV goals:
Reach & Frequency”
The Digital
Approach
“TV for a digital world should be
measured as digital CVRs”
The OTT-Native
approach
OTT at Tinuiti: The OTT-Native Approach
Tinuiti ‘s OTT Native approach offers TV-like reach in TV-like content on the largest screen in the
house to achieve Performance Marketing goals: Awareness, Growth & Profit

18. The Problem
is BIG.
*Metrics & insights are based on LiveRamp’s proprietary data.
If you continue to plan
Linear with a siloed
approach, you will
quickly find ...
75-80% of your
impressions
Reach only
20-25% of HH’s

19. Look at this
campaign.
33% of HHs are
getting over 40 video
impressions per month.
Almost every additional
impression delivered here
is wasted.
*Metrics & insights are based on LiveRamp’s proprietary data.

20. Same budget.
Better results.
*Metrics & insights are based on LiveRamp’s proprietary data.
If you measure, optimize &
reallocate impressions
across media partners and
audiences based on insights,
boost results by 15-25%.
22%
Average boost in business
outcomes

21. IDL connects your data - at
scale - across screens and
services, providing
addressability and higher
media value.
IDL 123ABC
IDL 123ABC
IDL 123ABC
IDL 123ABC
IDL 123ABC
IdentityLink
IDL 123ABC
Connect Viewers to
Households

22. Measure OTT’s Impact Using the Most Comprehensive
Cross-Screen Data Set
Largest, most comprehensive
data set connected by IDL
Just a sample of the powerful viewership data sources we can tap into...
DIGITAL, AUDIO, &
PROGRAMMATIC
OTT STREAMING ADDRESSABLE
TRADITIONAL
TV VIEWING

23. Bringing it all together
Optimize reach with the most comprehensive TV viewing dataset
CABLE SET-TOPS
MULTICHANNEL VIEWING
AND ADDRESSABLE
SMART TV ACR VIEWING
FULL EPISODE PLAYERS
MOBILE, TABLET
AND DESKTOP VIEWING
DISPLAY OR 3rd
PARTY AD TRACKING
VIEWERSHIP
DATA
BUSINESS
OUTCOMES
ONLINE CONVERSIONS
MOBILE LOCATION FOOT TRAFFIC
BRAND LIFT EQUITY
CPG PURCHASES
1ST PARTY DATA
PROGRAM TUNE-IN

24. Seamless
measurement.
Maximum
impact.
Data that moves at the speed of your viewers.
Optimize campaigns in days, not months, by measuring metrics like...
Reach - Frequency - Business Outcomes - Audience Data
Media Partner Data - Creative Variables

25. Cross-Screen Solution
The most comprehensive cross screen data set in the industry
::: Cross-Screen Reach & Frequency :::
::: Cross-Screen Attribution :::
::: Custom TV Audiences for Activation :::
::: Linear Ad Exposure Feed Export :::

26. Advanced TV Measurement is Possible
Getting Started is Easier Than You Think
CRAWL WALK RUN
Sign up for D+M
Measure reach &
frequency
Optimize linear
budgets
Activate key audiences
based on exposure
Measure online KPIs
linked to spend
Measure offline KPIs
linked to spend
Cross screen video
measurement
Optimization as BAU
Outcome guarantees
as currency

27. A55+ share of linear TV viewing
+18 points
over
8 years
The Shifting Video Landscape

28. ● Understand how many
incremental HHs can be
reached at different budget
levels and frequency settings
● Reach never exposed + lightly
exposed TV Viewers
● Unique household reach over
time & impressions delivered
● What % of the available CTV
universe you can reach
● Monitor Linear frequency
distribution
● Monitor for diminishing
returns in linear with unique
HH reach and IMPs over time
Use Linear Insights to Inform OTT Strategies

29. OTT Attribution
personify our commitment
to transparency and
performance measurability

30. Evolving Viewership Habits

31. Section header layout
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32. Schedule Your
Consultation
with a Privacy
Expert

33. Q&A

34. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

35. Thank you!