1. The Who, What, When, Where, Why,
and How of Connected TV Advertising
August 2012

2. Methodology
» 736 Connected TV consumers were surveyed about their
experiences with Internet-based video and content displayed on
a TV screen.
» Those surveyed range from 18 to 54 years of age, and use
Internet video or content on a TV screen connected to the
Internet via:
• An Internet-connected game console
• An Internet connected Blu-ray™ player
• An Internet streaming device such as Roku, Apple TV, or Boxee
• A Smart TV connected directly to the Internet
» The incidence of households connecting TV screens to the
Internet is representative of 30% of Internet households.
» All online surveys were completed between May 24 and June 4,
2012.
©2011 YuMe. All rights reserved. CONFIDENTIAL

3. Connected TV:
The Advertising Opportunity
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4. 87 percent surveyed notice ads
» Of those, nearly 60 percent noticed pre-rolls
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5. 57 percent prefer ad-sponsored short-form video
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6. Nearly 70 percent are likely to interact with an ad
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7. 71 percent have taken an additional step as a
result of an ad
» And 19 percent have actually purchased a product!
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8. Who Uses Connected TV?
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9. Connected TV household demographics
» Connected TV consumers are young, skew male, and are
ethnically and racially diverse:
• Their mean age is 34
• 58 percent are men
• Nearly half are non-white (44 percent)
» Connected TV households are likely to be multi-member
households. Only 7 percent of Connected TV households are
occupied by people who live alone.
» As a result, multiple members of the household engage in
Connected TV experiences in nearly 90 percent of these
households.
©2011 YuMe. All rights reserved. CONFIDENTIAL 8

10. Profile #1: the Gamers
» Youngest
» Least likely to have kids
» Least affluent
» Most likely to have game consoles
» Favorite leisure activities include listening to music, playing
video console games, and playing online games
» Recently shopped for consumer electronics and clothing,
apparel, and accessories
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11. Profile #2: the Movie Fanatics
» Oldest
» Most likely to have laptops and desktops; most likely to have
Blu-Ray players
» Favorite leisure activities include listening to music, going to
the movies, entertaining at home, as well as renting movies
» Top weekly connected TV activity is streaming movies from
the internet
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12. Profile #3: the Entertainment Junkies
» Likely to have kids
» Most likely to have tablets; most likely to have set-top boxes
» Favorite leisure activities include listening to music and
cooking
» Recently dined out and traveled
» Top weekly connected TV activities include streaming short
videos and watching the news
©2011 YuMe. All rights reserved. CONFIDENTIAL 11

13. Profile #4: The Trendsetters
» Likely to have kids
» Most affluent
» Most ethnically diverse
• 22 percent African American
• 20 percent Latino
» Most likely to have smartphones; most likely to have Smart
TVs
» Favorite leisure activities include listening to music and
entertaining at home
» Recently shopped for clothing, apparel, and accessories;
beauty and personal care; and cars
» Top weekly connected TV activities include streaming music
sites and streaming short videos
©2011 YuMe. All rights reserved. CONFIDENTIAL 12

14. What Do They Use
to Connect?
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15. Game consoles are the top device for connecting
a TV to the Internet
» However, most users connect with more than one device
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16. Connected TV arrangements include an array of
devices
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17. When Do They Connect?
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18. Top four connected TV activities evolve as the
day progresses
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19. Where Do They Connect?
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20. The primary TV is in the living/family room
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21. Why Do They Connect?
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22. People use connected TVs as an alternative way
to watch TV shows and movies
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23. How Do They Connect and
Consume Content?
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24. Users leverage a variety of means to locate the
content they want
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25. Streaming short form content is nearly as popular
as TV and movies
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26. Apps are driving content consumption
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27. Netflix and YouTube dominate app use, but in-app
advertising opportunities are limited
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28. Movies and past seasons of TV shows dominate
connected TV video viewing
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29. Connected TV users watch fewer DVDs and more
premium network content
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30. Thank you!
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