Understanding the Digital, OTT Ecosystem Part 3 (Slides)

AMAZON / YOUTUBE / HULU – OTT STRATEGIES STEVEN GOLUS Presented By: [email protected] 917-532-9157

AMAZON PITCH

AMAZON PITCH Commentary: This deck is from Q32019

AMAZON PITCH Commentary: The deck covers 1. The OTT Ecosystem 2. Amazon Ad Opportunities 3. Differentiation

AMAZON PITCH Commentary: Ratings are down and people are watching more OTT. Yeah, yeah we know that.

AMAZON PITCH Commentary: With Amazon, you can reach users who are not watching linear TV.

AMAZON PITCH Commentary: Users will trade free content for ads.

AMAZON PITCH Commentary: OTT viewers typically co- view, are more likely to talk about brands they see, change their mind about brands and search for product.

AMAZON PITCH Commentary: OTT viewership > Primetime viewership > Social media and FireTV is the #1 steaming media player

AMAZON PITCH Commentary: …and Fire TV reaches twice the 18-49 audience of both Roku and Apple TV.

AMAZON PITCH Commentary: Fire TV owners are more likely to be 1. Prime members 2. 100K+ 3. Younger 4. More educated

AMAZON PITCH Commentary: Now onto the Amazon opportunities

AMAZON PITCH Commentary: Amazon inventory consists of 1. Third Party Apps 2. Thursday Night Football 3. News 4. TV and Movies

AMAZON PITCH Commentary: Amazon is brand safe, non- skippable with an ad completion rate of 97%

AMAZON PITCH Commentary: I don’t like this slide. Says the same as the prior – premium. Viewable.

AMAZON PITCH Commentary: Amazon Fire TV brand lift > other OTT lift.

AMAZON PITCH Commentary: Lots of content!

AMAZON PITCH Commentary: IMDB TV is a free channel with old TV shows and movies

AMAZON PITCH Commentary: IMDB TV is accessible via CTV, Mobile, Desktop and Tablet

AMAZON PITCH Commentary: Amazon’s differentiators – Insights and Measurement, Inventory and APS.

AMAZON PITCH Commentary: Audience insights

AMAZON PITCH Commentary: Standard – Research, Plan, Execute, Optimize

AMAZON PITCH Commentary: Use lookalike modeling to better target Amazon audiences.

AMAZON PITCH Commentary: Measurement

AMAZON PITCH Commentary: Amazon can measure campaign performance in a number of unique ways – 1. Alexa 2. Search lift 3. New to brand 4. Brand perception 5. DAR

AMAZON PITCH Commentary: Amazon Publisher Services allows advertisers to reach consumers via 3rd party inventory

AMAZON PITCH Commentary: Plan inventory across all O&O and third party inventory

AMAZON PITCH Commentary: CASE STUDIES

AMAZON PITCH

AMAZON PITCH

GOOGLE PREFERRED

YOUTUBE The Pitch The Platform

YOUTUBE Commentary: YouTube is huge. They have almost 25% of the global population, logging in and using the platform every month.

YOUTUBE Commentary: And people like YouTube more than they like TV.

YOUTUBE Commentary: YouTube is bigger than Netflix and all the other streaming platforms in terms of time spent. Netflix is still larger in terms of Living Room hours.

YOUTUBE AND THE FUNNEL Commentary: Brands can use Google Preferred across the entire consumer journey via a number of different ad types.

WAYS TO BUY YOUTUBE Commentary: There are two ways to buy YouTube – via Reservations like typical ad buys or via its auction.

GOOGLE PREFERRED Commentary: Google Preferred is their main TV replacement offering.

GOOGLE PREFERRED Commentary: Google Preferred is growing year over year in time spent, time on mobile and time in Living Room. Living Room viewing is important as YouTube said it found a “significant lift” in ad recall (112 percent) and purchase intent (53 percent) from Google Preferred ads viewed on TV screens.

GOOGLE PREFERRED Commentary: In fact, the median age of a Google Preferred users is 28 - younger than any traditional broadcast or cable network.

GOOGLE PREFERRED Commentary: And YouTube is the best way to reach cord cutters as their audience overlaps with this demographic – millennials.