It’s no easy task keeping track of the alphabet soup of programmatic tech, tools, and platforms. Everyday someone is adding a new acronym to the list. However, there are three emerging programmatic channels that marketers today can’t afford to miss. Connected TV (CTV), Digital Out-of-Home (DOOH), and programmatic audio are enabling advertisers to connect with consumers in powerful new ways. Each channel is jam-packed with innovative opportunities to drive business results and grow your brand. New to these channels or foggy on the details? No worries. We have you covered. Join Catalyst’s Vivian Nantembe as she breaks down the basics of CTV, DOOH, and programmatic audio in our new webinar. We’ll ditch the alphabet soup (as much as we can…it’s programmatic, after all!) and help you wrap your head around the fundamentals of each channel so that you can strategically and easily assess each channel’s opportunity for your business. - Connected TV (CTV): Discover how CTV can get your brand in front of audiences who are staying at home and consuming more streaming content than ever before. - Digital Out-of-Home (DOOH): Gain insights into how DOOH can help you reach consumers on-the-go. - Programmatic Audio: Learn how programmatic audio can help you grab your customer’s ear while they are listening to podcasts, radio, and more.

1. The Basics Behind CTV, DOOH, & Audio
BREAKING DOWN
PROGRAMMATIC
1
Vivian Nantembe
VP, Client Development, Catalyst
Meghan Lavin
Director of Marketing, Catalyst

2. This presentation originally aired as a
webinar. The recording is available here:
https://bit.ly/3jFPgnN
2

3. Instructions
3
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4. 4
Business Results.
Powered by Advanced Marketing Strategy.
Organic Search | Paid Search | Paid Social
Programmatic | Retail Media

5. Your Speakers
5
MODERATOR SPEAKER
Meghan Lavin
Partner, Director of Marketing
Catalyst
Vivian Nantembe
VP, Client Development
Catalyst

6. • Why Emerging Programmatic
Channels, Why Now
• Breaking Down CTV
• Breaking Down Programmatic Audio
• Breaking Down DOOH
• Summary & Wrap-Up
Agenda
6

7. WHY EMERGING
PROGRAMMATIC
CHANNELS
WHY NOW
7

8. A Day in the Life of a Consumer
8
Taking a morning walk Working from home Working out at home
Connecting with friendsTrying a new recipeEnjoying TV time

9. Why CTV?
9
Money is moving from
TV and desktop video
to connected TV.
U.S. CTV ad spend will
reach $6.94 billion this
year and by 2021, it will
total $10.81 billion.
http://dvglossary.www2.iab.com/#chapter-44
http://dvglossary.www2.iab.com/#chapter-48
https://adage.com/article/special-report-tv-upfront/glossary/309021

10. Why Audio?
10
of marketers plan to increase their investment
in programmatic audio60%
of advertisers are investing in programmatic
audio to help complement their media mix64%
Average boost smart speakers bring to audio
listening time36%
http://dvglossary.www2.iab.com/#chapter-44
http://dvglossary.www2.iab.com/#chapter-48
https://adage.com/article/special-report-tv-upfront/glossary/309021

11. DOOH scale and reach continues
to grow
Why DOOH?
11
220K available screens
25BN weekly impressions
>40% reach of all adults
>10% traded programmatically
http://dvglossary.www2.iab.com/#chapter-44
http://dvglossary.www2.iab.com/#chapter-48
https://adage.com/article/special-report-tv-upfront/glossary/309021

12. BREAKING
DOWN: CTV
12

13. CTV: Connected Television
A television set that is connected to the
Internet via OTT devices, Blu-ray players,
streaming box or stick, and gaming
consoles, or has built-in internet
capabilities (i.e., a Smart TV) and can
access a variety of long-form and short-
form web-based content.
We use this term more often than OTT
because it refers to the specific screen
that an ad will actually display on.
First Things First:
What is CTV?
13

14. 14
What About OTT, ATV, PTV?
OTT: Over The Top. How TV content is consumed over the Internet.
The term originates from internet-connected devices that sit “over the top” of a coaxial cable or satellite TV network’s
receiver box. Roku & Xbox are “OTT devices” under the original definition. However, the industry does not always use this
term consistently; some sellers include FEP on a desktop computer, tablet, or mobile phone in their definition of “OTT.”
OTT and CTV are classifications for devices and in advertising are close, but not interchangeable.
ATV: Addressable TV, Audience Segmentation
It brings more targetability into the TV landscape, allowing marketers to customize campaigns towards target audiences,
whether with first-party data or enhanced with third-party data.
PTV: Programmatic TV
Technology-automated and data-driven method of buying and delivering ads against TV content
This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served
across set-top boxes.
http://dvglossary.www2.iab.com/#chapter-44
http://dvglossary.www2.iab.com/#chapter-48
https://adage.com/article/special-report-tv-upfront/glossary/309021

15. More people are turning to
connected TVs for video
programming
15

16. How It Works & Who It Reaches
16
DELIVER FULL-SCREEN
EXPERIENCES
CTV allows advertisers to engage users in
lean-back, large-screen viewing experiences
with turn-key activation.
REACH LIGHT TV VIEWERS
As the population of cord-cutters and cord-
nevers continues to grow, advertisers are
missing out on core audiences when only
purchasing linear TV.

17. CTV Supply
17
100% Viewability: All ads are full-screen, non-skippable, and
run before and during CTV programming
Performance and Scale: Use top CTV partners to maximize
performance and inventory scale.
STREAMING:
NETWORK:
DISRUPTERS:

18. Where Does CTV Fit In Your Strategy
18
AWARENESS
CONSIDERTION &
ENGAGEMENT
INTENT
ACTION &
RESPONSE
Reach and increase brand
awareness among cord-cutters,
OTT audiences and digital
streamers with 100% viewable
video.
• CPM/vCPM/CPCV
• 15/30 sec HD video
• [m]insights targeting

19. Engage Your Audience on Cross-Screen, Full Episode
Player Environments
19
Example Audience-Powered
TV Activation Strategies
DIGITAL FEPS
Reach digital audiences on digital TV
environments
CTV | Desktop & Mobile
TV RTG OR INCREMENTAL REACH
Reach light TV viewers on digital
devices or retarget TV exposures
CTV | Desktop & Mobile
UNIFIED AUDIENCE PLANNING
Plan your TV buy with a holistic
audience-first approach across
traditional & digital
CTV | Desktop & Mobile | Advanced
Linear TV
Advanced Linear TV Desktop/Mobile
CTV/Smart TV

20. Measurement Solutions for OTT/CTV
20
There are a variety of other measurement solutions available for buys including CTV/OTT beyond
demographic verification and incremental reach.
MEASUREMENT PROVIDERS
Demographics
Nielsen DAR (Roku, Hulu, Amazon Fire
TV only)
Brand Lift
Millward Brown
Research Now
comScore
Dynata
Foot Traffic
Foursquare
NinthDecimal
Place IQ
Sales Lift
NCS
Shopcorn
IRI
Incremental Reach
ISpot
Nielsen OTT

21. BREAKING DOWN:
PROGRAMMATIC
AUDIO
21

22. Audio Connects Consumers With Brands
22
60%
of consumers find
music used in
marketing more
memorable than
visuals.
45%
believe music
used by a brand
helps them better
understand its
personality.
47%
suggested it helps
them feel more
connected to a
brand.

23. Programmatic Audio:
What It Is, How It Works
23
• Premium Publishers (includes
podcast inventory)
• Holistic Targeting and
Reporting
• Dynamic Audio Creative
• Proprietary AI Technology
• Omnichannel Activations

24. Who It Reaches
24
We strive to find your target audience anywhere and everywhere. We reach over
300MM listeners per month.

25. The Value of
Programmatic Audio
25
Extending reach: Find users on digital who are no longer listening or
consistently listening to terrestrial radio​.
Mobile connection: Reach your users where they spend most of their
time.
Centralize buying: Deliver audio ads across multiple inventories while
controlling for reach and frequency.
Holistic reporting: Report on your entire audio strategy across all
publishers​.
Personalization: Dynamically serve audio ads to personalize messaging
to the consumer.
Cross-channel synergies​: Sequentially message with a display ad or
video ad after a listener completes an audio ad.
Between 2016 to 2017, revenue from programmatic
radio increased 85%, jumping to $220 million.

26. Where Audio Fits into Your Strategy
26
Streaming Audio
Traditional TV + CTV/OTT
Short-Form Video
Display
Video
Increase frequency and engagement later
on in the campaign
Maximize reach
across devices and
channels
Search &
Social

27. Audio In Your Omnichannel Strategy
Listening to the morning news with family &
roommates
Listening to music
while working out
Working
Listening to podcasts
Enjoying TV time
Trying a new recipe
THE
CONSUMER’S
JOURNEY

28. 28
Targeting & Measurement Available on Audio
• 1st and 3rd Party Data
• Geo + Demo
• Playlists/Content
• Device (i.e. Mobile/Desktop)
• Interests/Purchasing habits
TARGETING MEASUREMENT
• And much much more
• Cross-Channel Attribution
• Brand Lift Studies
• Media Synergy Reports
• Foot Traffic Studies

29. BREAKING
DOWN: DOOH
29

30. • Mandate to buy in four-week increments
• Four-week creative lead times
• National footprint unattainable
• Scale cost prohibitive
Digital Transformation of the OOH Channel
30
THEN NOW
• Ability to buy one day or
one week
• 72-hour creative lead times
• Scalability attainable
• Creative agility
• Programmatically traded
• 24-hour lead time
• National footprint
• Audience based buying

31. 31
EXAMPLES OF
DOOH BOARDS

32. LIVEBOARDS2 - SHEETS

33. DIGITAL BUS SHELTERBUS SHELTER

34. DIGITAL SUBWAY CARDSSUBWAY CARDS

35. 35
ITS EVERY SCREEN
Airports
500+ Screens
10M+ contacts
Roadside and Gas Stations
6,500+ Screens
1.5Bn contacts
Gyms
8,000+ Screens
290M+ contacts
Casual Dining Restaurants
1,600+ Screens
29M+ contacts
Malls
1,800+ Screens
595M+ contacts
Bars
14,000+ Screens
286M+ contacts
Transit
500+ Screens
68M+ contacts
Convenience Stores
5,000+ Screens
190M+ contacts
Sports Entertainment
3,000+ Screens
91M+ contacts
Movie Theatres
640+ Screens
2.25M+ contacts
Retail and Family Entertainment
6,300+ Screens
253M+ contacts
Doctor’s Offices
3,300+ Screens
59.7M+ contacts
Taxis External
25,000+ Screens
366M+ contacts
Offices
1,500+ Screens
282M+ contacts
ATM
100+ Screens
2M+ contacts

36. DOOH can be
programmatically activated
and incorporated seamlessly
into your strategy
While traditional OOH
campaigns cannot be
executed programmatically,
data can be collected and
used to optimize your strategy
Where to Start? Close the Loop
36
YOUR HOLISTIC
PROGRAMMATIC STRATEGY
DOOH
MOBILE
OTT
AUDIO
NATIVE
VIDEO
DISPLAY

37. BEST PRACTICES PLANNING
37
[m]Insights audiences that
can now be found across
other channels such as
mobile, video, TV and
display
Behavioral data
(based on visitation)
Demographic data
Other client data sets
(1st or 3rd party)Purchase behavior
Match DEVICE IDS to locations to unlock audience types:

38. Best Practices Execution
Triggers
38
• Weather
• Geography
• Demographics
• Real Time Traffic Updates
• Custom (i.e. Search, Social)

39. Best Practices Measurement
39
Exposure Brand Survey Data 1st Party Data
Device IDs Footfall
Traffic Impressions
Brand Lift
Awareness Purchase
Intent Consideration
Store visits
Web visits
Mobile app downloads
Mobile app transactions

40. 40
INTEGRATION & CROSS-CHANNEL MEASUREMENT
BRIEF ACTIVATION MEASURE
WEB/IN-APP OR
STORE FOOTFALL
DRIVE ONLINE / OFFLINE
STORE VISITS
MOBILE GEO
BRAND IMPACT
STUDY
BRAND AWARENESS
AND UPLIFT
DISPLAY
AUDIENCE
REACH
AUDIENCE
COVERAGE
DIGITAL AUDIO
COMPLETED VIDEO
PLAYS
VIDEO
AMPLIFICATION
CTV, SOCIAL VIDEO
+ DOOH
+ DOOH
+ DOOH
+ DOOH

41. Example: DOOH + Mobile Triggers Measurement
41
OOH enables interplay between screens that measurably
improves consumer action
36%
30%
23%
23%
17%
17%
9%
9%
4%
Visited a store to inquire
Visited a Website
Became interested in Product /service
Bought item/service
Searched for more info online
Asked friends/family about it
shared info. about it on social media
Texted about the product/service
Interacted with Ad using mobile
Sources: Kinetic, Clear Channel
Brand uplift
Geo-data capture
Commerce
Football
Search (“Near me”)
Video/trailer views

42. CTV: A television set that is connected to the Internet via OTT devices or has built-in internet
capabilities (i.e., a Smart TV) and can access long-form & short-form web-based content.
• Use CTV to reach & increase brand awareness among cord-cutters, OTT audiences and digital streamers with
100% viewable video.
• Deliver full screen experiences.
PROGRAMMATIC AUDIO: Automate the selling & insertion of ads in audio content like
podcasts, digital radio, & music-streaming services.
• Find users on digital who are no longer listening or consistently listening to terrestrial radio​.
• Grab their ear and build a 1-1 connection.
• Capitalize on cross-channel synergies.
DOOH: Digital out-of-home media is digital media that appears in environments accessible to
the public.
• DOOH is the digital transformation of the OOH channel.
• It’s every screen – screens at doctors’ offices, ATMs, convenience stores, and more
Summary
42

43. Additional Resources: Next Webinar
Smarter, Not Harder: Custom Optimization Strategies for Digital
Advertisers
Performance marketers are consistently investing in new opportunities and
techniques to drive cost efficiencies with their advertising strategies, but are
they effectively utilizing the data they already have? Online and offline
behaviors are the some of the best signals for understanding consumer
intent, but when treated equally, can create just as much noise as they do
value. Vivian and Stu from the Catalyst team will be exploring:
• How brands can surface data about their site visitors’ user journeys
• Best practices for analyzing the user journey to understand what pages
drive success/key actions
• A methodological approach to create a weighted optimization strategy
Thursday, October 1st, 1PM ET
Register: https://bit.ly/3lj8zEU

44. Additional Resources – Original Research
Get our original ecommerce research for insight into
the role of emerging channels in today’s consumer
journey
The State of Ecommerce 2021: Navigating the New World of
Omnichannel Commerce
Download: StateofEcomm2021.com

45. Q&A
45
info@catalystdigital.com

46. THANK YOU
46