Growth in viewer adoption of connected TV exploded in 2018, but still has a long way to go to match the scale of traditional cable and broadcast. In 2019 marketers know they need to incorporate CTV, but are still grappling with the questions of when, where, and how much? We have the answers.

1. 1Confidential
Your Questions About
[Connected + Linear TV] Answered.
MediaPost TV & Video Insider Summit 2019

2. 2Confidential
comScore OTT intelligence, U.S., October 2016 – April 2018
Connected TV viewership continues to grow
44.0
50.6 55.0 59.5
October 2016 October 2017April 2017 April 2018
63.9 68.0
October 2018 April 2019
Projections
Roughly 68 million households will be watching CTV

3. 3Confidential
dataxu YoY Growth Rates 2017 to 2018
Connected TV advertising continues to skyrocket
994%
1,294%
19,439%
Available Ad Opportunities
Active Campaigns
Delivered Impressions

4. 4Confidential
Ad-supported CTV audience demographics

5. 5Confidential
Ad-supported CTV audience demographics
56%
44%
Gender
Female
Male
72%
13%
12% 3%
Caucasian
Hispanic
African American
Asian
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Age
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
<$50k $50k -
$74k
$75k -
$99k
$100k -
$149k
$150k -
$200k
$200k+
HH Income
Ethnicity

6. 6Confidential
Ad-supported CTV audience demographics
34%
26%
22%
13%
52%
48%
61%
39%
Home Ownership
Owner
Renter Children
No Children
Presence of Children
54%
46%
Marital Status
Married
Single Other
High School
Education
College
Graduate

7. 7Confidential
comScore OTT intelligence, U.S., October 2016 – April 2018
Majority of CTV viewers also subscribe to cable
66%
Cable and
satellite
subscribers
34%
Cordless
subscribers
18% Cord cutters
14% Cord nevers
2% Unknown
CTV vernacular:
Cordless: no traditional pay TV services
(cable/satellite)
(Cordless = cord-cutter + cord-never)
Cord-cutters: has had a traditional pay
TV services (cable/satellite) subscription
in the past 5 years, but does not
currently
Cord-nevers: no traditional pay TV
services (cable/satellite) subscription in
the past 5 years, and does not currently

8. 8Confidential
Extending linear media plans with CTV
Reach of Linear
TV Media Plan
Strategic
Target
Ad-Supported
CTV Universe
Suppression
Audience for CTV
Incremental
Reach

9. 9Confidential
Complementing linear TV plan with TotalTV™ increases reach for core target audience
Linear extension drives incremental reach for auto manufacturer
Challenge
The agency for a global auto manufacturer was
interested in adding CTV to their traditional TV plan, but
without duplicating their advertising efforts.
Solution
The agency partnered with dataxu to utilize their
TotalTV™ linear extension solution to develop and run a
purely incremental CTV campaign. How it worked:
• dataxu ingested the linear media plan to identify
target audience households exposed on traditional TV
• dataxu delivered a targeted CTV campaign finding
additional in-target households while suppressing
those already reached by the agencies linear TV plan
Results:
The combined TotalTV™ campaign boosted
reach by 21.4% compared to linear reach alone
0K
200K
400K
600K
800K
1,000K
Incremental Reach +900K HH

10. 10Confidential