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NO MORE TRADE-OFFS:

REACHING VOTERS AT SCALE AND

ACCESSING PREMIUM CONTENT

Brought to you by:

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Jesse

Contario

Delete & Replace with

Sponsor Logo / Branding

MiQ

Mark

Positano

i-360

Erica

Monteith

GMMB

MODERATOR

Brought to you by

NO MORE TRADE-OFFS:

REACHING VOTERS AT SCALE AND ACCESSING PREMIUM CONTENT

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No more trade-offs:

Reaching voters at scale and accessing premium content

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Jesse Contario

Speaker slide template

RVP, Southeast and Political at MiQ

Erica Monteith

Managing Director, GMMB

Mark Positano

VP, Media, i360

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CTV Mythbusting

Jesse Contario

Data driven cross-channel media planning

Erica Monteith

Analysis of current race

Mark Positano

Agenda

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Speaker slide template

Jesse Contario

RVP, Southeast and Political at MiQ

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Programmatic ad spending will outpace non-programmatic in 2024

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Myth busting programmatic CTV assumptions

Buying streaming does not inherently solve the challenge - HOW you buy streaming is extremely important given some of the nuances we just discussed

Buying streaming solves for the fragmented media environment that’s been created by changing consumption habits

Due to carriage right & revenue share agreements, streaming apps need to work with OEMs and programmatic platforms to get maximum distribution - 100% direct will never be feasible

Streaming apps want to fill 100% of impressions through direct deals, and programmatic is just remnant inventory

Buyer assumption

Reality

All programmatic CTV is created equal

With up to 114 paths to a single impression, WHERE you buy matters

Don't assume programmatic is "remnant", and don't assume a Direct IO is "premium"

It's impossible to know what content you run on if you buy programmatically

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Publishers want to fill 100% of impressions through direct deals, and programmatic is just remnant inventory

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Sales rights in CTV makes ad buying more complex - AMC example

AMC content

in AMC app

95%

5%

AMC content

in Hulu app

60%

30%

OEMs�10%

OEM/Device

70%

20%

OEMs�10%

90%

10%

AMC content

in Pluto app

AMC content

in Vizio

Note: Percentages are example

Advertisers need access to all content distributors to scale reach on broadcaster content and reach their entire audience.

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Buying streaming solves for the fragmented media environment that’s been created by changing consumption habits

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Households have more subscriptions than ever before

93% of consumers are re-evaluating their subs, with 33% considering ad-supported platforms

Almost 20% of US consumers replaced an SVOD for an AVOD one in the past 6 months

US households now tune in to an average of 7 OTT apps

US OTT video viewership, by platform, 2023

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The top ad-supported streaming apps have up to a�64%

64%

Leading to high average frequencies from reaching the same audience across multiple streaming apps, with the heaviest

20%

10-15

ads seen on average

audience overlap

80%�of your audience is only seeing

20-30%

of your ads

of CTV viewers seeing 70-80% of CTV ads

Streaming app A

Streaming app B

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A holistic CTV strategy can achieve

average audience overlap

lower cost per unique HH reach

Better

data

Better tech enabled buying

Better supply and results

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All programmatic CTV is the same and you never know where you actually ran

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Fragmentation of supply leads to challenges and opportunities. There are now up to 114 different supply paths to a TV app

...with price varying up to 250%

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The supply maze is also getting worse - not only is there more supply across more platforms, there is a proliferation of routes to that supply so lack of control as to which buying agent will be most efficient thus driving price up and making it harder to make your investments efficient. This is causing a lack of control for frequency on advertiser - you need to know who you are buying from and their path.

We now see up to 46 different supply paths for each TV impression via our tech, and an increase in price for the most inefficient paths of nearly 200%

A big driver of this is that more and more TV OS are coming on the scene which creates a lot of fragmentation as to which company has the rights to sell inventory on a particular app. The OS company powering a OEM TV gets a % of ads they can sell across all the apps on that TV and 100% access to sell the ad space in their own FAST app on their TV. So with more and more OEMs selling smart TVs and more OS powering these smart TVs the path to purchase CTV ad inventory becomes more convoluted. For example, you can buy Hulu ads direct from their sales team, you can also buy Hulu from LG, Vizio, Google, Roku, Tivo, etc. and then also through programmatic partners such as MiQ. There is also a major issue on controlling the ad serving across the supply chain and ad blocking that controls for frequency, thus driving up price and inefficiencies in cost per unique HH reached. )

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Buyers can also diversify DSP choices in CTV to drive value

For a single TVE app bundle across the same SSP deal ID, there was a 10% clearing cost difference between DSPs.

Overall DSP clearing costs on CTV formats range even higher at average of 34% depending on the DSPs:

O&O supply access
SSP/ Publisher commercial relationships
Buyer negotiated fees

svod_appbundle

+3%

+7%

Media CPM

DSP 1

DSP 2

DSP 3

svod_appbundle

+3%

+7%

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Putting CTV supply chain insights into context

CTV App	Impressions	Media CPM
g15352632941	3,238,952	$ 38.30

Seller Domain Path (Schain)	Impressions	Media CPM
telaria.com	1,828,009	$ 41.25
vizio.com>telaria.com	584,538	$ 38.55
freewheel.tv	458,420	$ 30.26
openx.com	158,715	$ 32.34
indexexchange.com	79,073	$ 36.11
beachfront.com	68,693	$ 28.93
xumo.com>telaria.com	26,056	$ 40.56
xumo.com>openx.com	23,722	$ 34.62
pubmatic.com	3,490	$ 34.97
spanglishmovies.com>pubmatic.com	2,582	$ 35.96
47samurai.com>telaria.com	2,088	$ 38.44
sharethrough.com	2,028	$ 30.58
its-newid.net>triplelift.com	878	$ 35.34
PrismRiotAds.com>pubmatic.com	278	$ 35.83
its-newid.net>pubmatic.com	154	$ 30.71
CTVBuyer.com>pubmatic.com	100	$ 30.50
its-newid.net>telaria.com	50	$ 42.40
triplelift.com	32	$ 35.94
darkmattertv.com>pubmatic.com	24	$ 37.50
vizio.com>pubmatic.com	14	$ 40.71
its-newid.net>unrulymedia.com	6	$ 35.00
appnexus.com	2	$ 30.00

22 Distinct Paths to the App

9 - Direct Paths
4 - Paths Originate at OEM or AVOD
9 - Paths via Other Intermediaries - SSAI, ID Provider or Reseller

2.5x Price Multiple between least to most expensive path ($28.93 v.s. $42.40)

20% of impressions contain more than one seller in the path!

What can schain data inform about CTV Paths?

Data Source: Supply Chain Object Logs (schain), MiQ Investment, February 2024

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Inventory in 3rd Party Deal Libraries vs. MiQ Curated Inventory

MiQ conducts app ID de-bundling to ensure your ad is

running on the right inventory, and for the right price

$27 “CTV” PMP Deal

Mostly AVOD and OLV

Optimal mix of TV network apps, SVOD, AVOD

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Summary

WHERE you activate matters

A complex CTV landscape makes an efficient route to supply more important than ever, particularly to scale on the right inventory, against your target, in key states.

Programmatic scale

HOW you buy CTV matters

Evolving consumption habits require a more sophisticated CTV buying approach with efficiencies gained for buyers willing to take a new approach.

Programmatic allows you to scale, against your target audience, on the same inventory you can buy direct with greater control and precision.

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Speaker slide template

Erica Monteith

Managing Director at GMMB

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New opportunities

Broader access to data across multiple channels

Multiple data sources, and not just digital
Break down silos between digital, linear, and streaming

True cross-channel planning and execution, including:

Reach and frequency insights
Contextual and audience insights
Geo and market insights
Competitor insights

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Our integrated approach

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Integrated media - collaboration across media streams

Traditional silos of TV and digital buying
Integration of TV and digital buying practices
= Expanding audiences, targeting precision, amplified impact, and enhanced reporting

At GMMB, we embrace the dynamic nature of audiences across various media platforms. By analyzing diverse data sources, we tailor each media plan to our audience's unique preferences and behaviors rather than relying on assumptions or templates. Our unique ability to combine traditional and digital advertising expertise, allowing us to optimize real-time data across platforms and adapt to evolving consumption habits and emerging channels.

We prioritize efficiency and effectiveness, leveraging holistic reporting to ensure strong frequency and reach across TV and digital platforms while identifying and addressing any audience underserved gaps.

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Example output

Channels overlapping with LTV

Display

LTV

OTT

Video

Audio

10%

51%

1%

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-Deduplication of reach

-Take the guesswork out of media planning with Axis Insights. We’re living in an abundance of data – from networks, applications, linear and streaming sources – but knowing how to apply it to make informed decisions and optimize media spend is always a challenge. Axis Insights analyzes data from multiple sources so we can get a sense of consumer habits across an entire viewing day and make decisions rooted in real data, not intuition. Whether we’re considering the implications of adding a new tactic like connected TV or deciding what percentage of the media budget to allocate to traditional platforms, Axis Insights means we can be confident that when it comes to ultimately reaching our audiences, we’re making the right choices.

Benefits

●True cross-channel planning

●Data-driven insights and results

●Identify overlap across publishers & platforms

●Pre-campaign incremental reach estimates

●Full campaign frequency by creative

●Easily adjustable with new parameters

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52%

22%

Linear TV only

26%

OTT only

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-Deduplication of reach - specifically across CTV & Linear

-Take the guesswork out of media planning with Axis Insights. We’re living in an abundance of data – from networks, applications, linear and streaming sources – but knowing how to apply it to make informed decisions and optimize media spend is always a challenge. Axis Insights analyzes data from multiple sources so we can get a sense of consumer habits across an entire viewing day and make decisions rooted in real data, not intuition. Whether we’re considering the implications of adding a new tactic like connected TV or deciding what percentage of the media budget to allocate to traditional platforms, Axis Insights means we can be confident that when it comes to ultimately reaching our audiences, we’re making the right choices.

Benefits

●True cross-channel planning

●Data-driven insights and results

●Identify overlap across publishers & platforms

●Pre-campaign incremental reach estimates

●Full campaign frequency by creative

●Easily adjustable with new parameters

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Reporting example

1,679,577

9,243,473

45,467

Overlap

Linear TV reach

Incremental digital reach

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Whitmer for Gov. deep dive: Incremental reach in Michigan

GROUP 1

EXPOSED TO Linear TV ONLY

42%

MI households that saw a Whitmer TV commercial

140K

Total unique IPs reached

GROUP 3

EXPOSED TO Linear TV and CTV

14%

MI households that saw a Whitmer TV and OTT commercial

GROUP 2

EXPOSED TO CTV ONLY

58%

MI households that saw a Whitmer CTV commercial

190K

Total unique IPs reached

46K

Total unique IPs reached

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Whitmer deep dive:

Cross channel frequency analysis – flattening the frequency curve

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Whitmer deep dive:

Whitmer Deep Dive:

Cross Channel Frequency Analysis – Conquesting

Cross channel frequency analysis – Conquesting

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Speaker slide template

Mark Positano

VP, Media at i360

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Spotlight on Governor’s race

Frequency

% Impressions

Linear + CTV

Linear

CTV

Top 20%

Second 20%

Third 20%

Fourth 20%

Bottom 20%

Top 20%

Second 20%

Third 20%

Fourth 20%

Bottom 20%

0

50

20

100

40

150

60

200

80

% HHs reached in state: 40.65%

Average frequency: 7.9

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Top programs on Linear

Top shows on Linear

HHs reached

Top apps on CTV

Top devices on CTV

HHs reached

Spotlight on Governor’s race

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Spotlight on Governor’s race

I360 - Likely GOP primary voter audience

Frequency

% Impressions

Top 20%

Second 20%

Third 20%

Fourth 20%

Bottom 20%

0

50

100

150

200

% of target audience reached: 12.53%

Average frequency: 15

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Leverage ACR + Voter Data to Solve The Challenge

NH Example

- We tackled this challenge recently!

- Co-mingling voter audience data AND ACR data we drove incremental reach to 10% of the electorate in the final 2 weeks for <$1 per HH.

- Applications for battleground Senate states are massive!

LTV + CTV Campaigns

- Analyze distribution among your target audience across full TV buy

- Adjust media mix accordingly

- Leverage ACR + Audience data to reach unexposed and under-exposed voters

CTV Only Campaigns

- Constantly be analyzing frequency distribution to your audience.

- Leverage programmatic to make real-time adjustments to drive more efficient frequency

- Reduce noise amongst heavy ad viewers

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Topline Message: With the use of ACR data, you can better maximize reach and frequency to target audiences.

Large Budgets (Linear & CTV)

Ensure you are looking at the distribution of your ads across your target audiences
Adjust media mix and strategy to ensure you are reducing oversaturation to hit those who are under or not exposed
Utilize the ACR data to adjust strategies based on other campaigns (ex: increasing frequency to swing voters who undersaturated by another campaign)

Small Budgets (CTV Only)

Even if campaigns or organizations don’t have a large or no linear budget, CTV budgets can be more effectively utilized
Instead of blindly focusing on the target audience, adjust budgets and strategies to hit the 80% who are only receiving 20% ads
These strategies will help let your ads make more of an impact versus competing with the rest of the noise of the top 20% of audiences

New Hampshire Example

In the 2024 GOP Presidential Primary, i360 and MIQ partnered the last few weeks and determined
The primary market, the Boston DMA, was maxed out on linear. Moreover, the ad viewer frequency was excessively high, with some individuals seeing related ads up to 110 time over the final 18 days of the election period
Reached 34K (around 10% of the voting electorate) that received no Linear TV or were underexposed to increase frequency over the last 2 weeks of the election
In elections such as Montana or Nevada where media dollars and inventory will be tight, similar strategy will help create more value for your campaigns

Application

Constantly be evaluating your audience(s). Work with partners such as MIQ who can help you identify the reach and frequency of your target audiences.
Make adjustments as the audiences become over or under saturated – programmatic is an opportunity to quickly make adjustments same day.
Understand where and how budgets are being spent. As discussed, inventory can be extremely fragmented and programmatic offers a way to reduce waste across the entire campaign.

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