DealMaker helps brands and media partners build successful sponsored video campaigns. Sponsored video is the world’s fastest growing marketing channel. In 2017 there will be over 24B views on sponsored content - that’s over $1.2B in media value. But with thousands of competing media companies and millions of influencers, selecting the right partners to build effective campaigns is challenging.

1. New Product Announcement

2. Thanks for Joining Us Today
Matt Hunter
Chief Product Officer
Allison Stern
Co-Founder
Chief Marketing Officer

3. Create Winning Brand Content Partnerships

4. • DealMaker is a new product from Tubular which helps brands and media partners
build successful sponsored video campaigns
• DealMaker is currently tracking 15K sponsors, 15K partners, 30K campaigns and
140K sponsored videos, across Facebook and YouTube
• Allows easy, off-the-shelf analysis for the most common use cases:
• Provides branded content sales teams with the intelligence they need to
sell more effectively and close higher value deals
• Enables brands and agencies to find the right content partner,
and get more engagement for less spend
DealMaker Highlights

5. • Video Sponsored Content - Fastest Growing Segment in
Digital Advertising
• DealMaker Product Overview
• How Customers are Already Using It
• DealMaker Insights
• DealMaker Next Steps
Agenda

6. Digital advertising is increasingly concentrated in the hands of
Google and Facebook - and hyper competitive
Source: Mary Meeker, “2017 Internet Trends", Kleiner Perkins Caufield Byers
2015 2016 2015 2016 2015 2016
Advertising Revenue ($B)
Digital Advertising Revenue
& Growth Rates, 2015 - 2016
Other
+20%
+62%
+9%

7. Digital, interruption advertising is being challenged by ad blocking
Source: Mary Meeker, “2017 Internet Trends", Kleiner Perkins Caufield Byers
Adblocking Users on Web
(Mobile+Desktop), Global, 4/09 -12-16
Adblocking Penetration
Mobile+Desktop), Selected Countries, 12/16
Desktop Mobile
Germany 28% 1%
Indonesia 8% 58%
India 1% 28%
Canada 24% --
USA 18% 1%
UK 16% 1%
France 11% 1%
China 1% 13%
Brazil 6% 1%
Russia 6% 3%
Japan 3% -
Desktop
Mobile
Millions of users
400
300
200
100
0

8. Younger demographics are harder to reach as they are spending less
time watching live and DVR-time-shifted TV
Source: Nielsen, Marketing Charts (Excludes connected TV devices.Excludes streaming services such as Netflix)

9. Younger demographics are spending almost 40% less time per week
watching TV than they were 5 years ago
Source: Nielsen, Marketing Charts (Excludes connected TV devices.Excludes streaming services such as Netflix)
Traditional TV Viewing Trends By Age
Group, % Change from Q1 2011 to Q4 2016
12-17 18-24 25-34 35-49
50-64 >65

10. When people are watching TV, they are less attentive:
Multi-screening is reducing attention for TV advertising
Source: Facebook
Random sample of Facebook users Facebook users watching a TV show

11. People influence people.
Nothing influences people
more than a recommendation
from a trusted friend. A trusted
referral influences people
more than the best broadcast
message.
- Mark Zuckerberg

12. • Is a field not yet programmatically dominated by Facebook and
Google
• Avoids ad blocking
• Can help reach niche demographics
• Has the potential to retain viewer engagement (in an age of endless
distraction)
• Has greater persuasive impact on an influencer’s audience than does a
regular paid advertising
Sponsored social video

13. Brands and agencies are moving towards sponsored video
“eMarketer doesn't have a specific
forecast for influencer marketing
spending next year. But we
estimate that influencer
marketing revenues worldwide
on Instagram alone will total
more than $570 million in 2016.
That suggests the space is likely a
multibillion-dollar industry—and
growing”

14. • Video Sponsored Content - the Future of All Digital Advertising
• DealMaker Product Overview
• How Customers are Already Using It
• DealMaker Insights
• DealMaker Next Steps
Agenda

15. INTRODUCING
Tubular
DealMakerThe most comprehensive insightson
sponsored content:
● Publishers: Sell more brand deals
by proving the value ofsponsored
content integrations
● Brandsand agencies:
Find the right content partner,and
get more engagement forless
spend

16. Tubular’s Product Suite
DealMaker
Publishers:
Sell more brand deals by proving the
value of sponsored content integrations.
Brands and agencies:
Find the right content partner, and get
more views and engagement for less
spend.
Intelligence
Programming Execs and Analytics
Teams:
● Grow your audience faster.
● Benchmark yourselfagainst
competitors and the market.
● Identify content opportunities.
● Save time on mission critical
reporting.

17. Access the most comprehensive sponsored content resource
140,000
Sponsored
Videos
15,000
Brands
Tracked
15,000
Content
Partners
30,000
Campaigns

18. DealMaker Product Overview
● Sponsors: brands paying
for sponsored content,
influencer marketing, or
branded content
● Partners: media
companies, publishers,
and influencers selling
sponsored content
● Campaigns
● Market insights by
industry, genre, &
country
● Sponsored videos

19. Sponsored social video defined
Payment must occur
This is a transaction where a partner
is paid a by sponsor, to benefit the
sponsor. (We consider gifts, like free
products, or free hotel stays, as
payment)
The transaction involves hiring a
creator to both create content and
distribute it on their own social
channels
This is different to regular advertising,
where an advertiser may pay another
group (E.g. An advertising agency) to
produce content for them, which the
advertiser then distributes themselves
using media buys.
We also try to exclude deals where
brands buy content to distribute on
their own social channels.
Native: Content that takes the same
form and qualities of a publisher’s
original content.
This usually means the sponsored
partner leverages their own identity or
brand features strongly in the content.
(Unlike when a brand hires an agency
to create a TV advert, and the agency’s
identity is unknown to the TV viewer)
Notes: Definition derived from principles laid out in a whitepaper by the American Press Institute

20. Most Viewed Sponsored Video in June

21. • Video Sponsored Content: Fastest Growing Segment in Digital
Advertising
• DealMaker Product Overview
• How Beta Customers are Using It
• DealMaker Insights
• DealMaker Next Steps
Agenda

22. Jungle Creations, a leading
digital first publishers
used DealMaker to win &
grow a content partnership
with Oreo.

23. Prospect
Find the right brands to pitch
Sellers - Win More Sponsored Content Deals with DealMaker
Pitch
Craft your story for the
market
Report
Evaluate campaigns &
strengthen reporting

24. Prospect for Food Brands Investing in Sponsored Content
Search for brands investing in sponsored
content and filter by:
• Brand industry
• Previous content partners
• Total views or engagements
• Geography
• Content genres they’re investing in
• Past campaign performance

25. Analyze your previous campaigns vs. other
publisher’s campaigns, and find your unique
value add.
• See who a brand prospect has worked with
previously and the results on that campaign
• Analyze campaigns by views, engagement,
likes, and shares
• Identify creative that has succeeded vs.
failed in the past
• Understand the complete market landscape
including performance of the brand’s
competitors
Pitch your unique story vs. the competition

26. Report on campaign performance using benchmarks
Evaluate campaign performance and
benchmark vs. the market. Choose the key
stats you want to include in campaign report
to showcase ROI. Key data points include:
• Views (Total, V3, V7, V30)
• Engagement (Total, Likes, Shares,
Comments, Tweets)
• Rank in brand industry, content genre,
geography, or keyword
• Performance vs. brand’s competitive set
• Performance vs. other publishers partners in
campaign

27. “Tubular has earned us well into
the millions of pounds of
revenue. It enables our sales team
to know how to pitch when they
go in so they’re not going in
blind and ultimately DealMaker
helps us win the big campaigns.”
Jamie Bolding
CEO | Jungle Creations
3 Billion Views per Month

28. “Tubular's DealMaker provides A+E
with the data we need to intelligently
and efficientlydrive our sponsored
video business forward. DealMaker data
gives A+E insight on competitor
campaigns and industry benchmarks to
strengthenour sales process,maximize
our ROI, and enable higher value
reporting.”
Cristina Bell
VP, Digital Research
A+E Networks

29. “Tubular has been an essential platform for
Group Nine, helping us to not only better
understand the social video landscape, but also
to make smarter decisions around the branded
video campaigns we run for our advertisers.
Tubular has been instrumentalto our success.”
Athan Stephanopoulos
President, NowThis

30. Buyers - Get More Out of Your Sponsored Content Investments
Plan
Set content plan and KPIs
based on audience,
competitor, and market
insights
Partner
Find the right content
partners to achieve your goals
Report
Evaluate campaigns &
measure ROI

31. • Video Sponsored Content: Fastest Growing Segment in Digital
Advertising
• DealMaker Product Overview
• How Customers are Already Using It
• DealMaker Insights
• DealMaker Next Steps
Agenda

32. Q1 2017 Sponsored Video Metrics
The Sponsored Video market has been rapidly growing and is currently estimated at $1.3B annually
Source: Tubular Intelligence Sponsored data on Facebook and YouTube (Q1 2017), Tubular DealMaker, Sponsored data on Facebook and YouTube (Q1 2017)
*Assumes a rate of $0.05 cost per view

33. Q1 2017 Sponsored Video Metrics
Partners Sponsors V30 ER30
5.7K 10K 121K 1.0x
2.2K 1.5K 71K 2.3x

34. Growth of Sponsored Content on Facebook

35. Media Companies dominate Sponsored Content on Facebook , while
Influencers are predominantly the partners on YouTube
Share of Views of Sponsored Videos
by Creator Type
Q1
2017
Last 12
Months 82%
18%
74%
26%
9%
91%
6%
94%
Source: Tubular Intelligence Sponsored data on Facebook and YouTube (Q1 2017), Tubular DealMaker, Sponsored data on Facebook and YouTube (Q1
2017)
Influencers: 21%
Media
Companies:
79%
Media Companies: 5%
Influencers:
95%

36. Top Brand Industries Sponsoring Content Q1 2017

37. Top Movies Sponsoring Content on Facebook in 2017

38. • Video Sponsored Content: Fastest Growing Segment in Digital
Advertising
• DealMaker Product Overview
• How Customers are Already Using It
• DealMaker Insights
• DealMaker Next Steps
Agenda

40. Tubular provides independent analytics
for the entire social video ecosystem,
allowing creators, agencies and brands
to succeed together
3 billion videos. 8 million publishers. 400 million viewers.

41. Learn more at tubularlabs.com/products/dealmaker
contact@tubularlabs.com