Presente y futuro de la Compra Programática. Digital Audio Advertising

2. Digital Audio Advertising
Triton Digital
1

3. Triton Digital enables Digital Audio
• Webcast Metrics® is the only MRC-accredited measurement in the digital audio
industry
• Tap allows pureplay and terrestrial publishers to sit on a single traffic system, creating
targeted campaigns that can be executed and updated quickly
• AMP gives advertisers access to 10 million opt-in members across 500+ websites
• The Ad Network & a2x® brings instant scale by joining over 3,000 channels of
pureplay and terrestrial streams
2
Measure
Webcast Metrics
Manage
Streaming Services
Monetize
Tap
Magnify
AMP

4. In-Stream
Publisher Advertiser
On-Demand
Audio Advertising Nucleus
DSP
Data
Ad
Serving
SSP
DMP
Ad
Serving
• In the past few years, Triton has been offering ad serving tools to broadcasters
• With the launch of a2x, 2 years ago, we started to provide audio advertising
tools to agencies
• The digital audio supply needs to be open and interoperable to foster its growth.
From yield optimizing audio advertising and streamlining ad operations for the
publishers, to optimizing campaigns performance and providing better
forecasting across supply sources for the agencies.
Audio Advertising Nucleus
3

5. Key Publishers
Triton Digital is leading the convergence of traditional and new media by bringing
together best of breed interactive platforms that connect online and on-air media for
advertisers and publishers.
4

6. Key Marketers
5

7. Audio Ad Platforms: Web & Mobile Units
Web
• :15 & :30 Audio
• Synced Banner Display – 300x250
• Rich Media
• Page Takeovers – 728x90, 300x600 & 300x250
• Audio Gateway – :15 & :30 Audio Gateways
• Video Pre-Roll & Interstitials: :15 & :30
• Skins
• Custom Channels
• Channel Sponsorships
6
Mobile
• :15 & :30 Audio
• Video Pre-Roll
• Synced Banner Display
• Click To Call
• Tap to Download
• Click To Buy
• App Sponsorships

8. Terrestrial Streaming
7
• Multiple owners
• Thousands of streams
• In-stream audio w/ synced banner ads
• Target by demo/gender via format,
market & format

9. PurePlay Streaming
8
• Slacker Radio:
– Triton is the
exclusive Ad Sales
and Ad Ops partner
– Includes MILK Music
(powered by Slacker)
• Triton Pureplay Network:
– Live365
– AccuRadio
– Hitsradio (formerly 977)
– RadioIO
– 181.com
– Big R
– Station Digital

10. ü The Audience is Booming
ü Mobile Listening is Driving
the Growth
ü Campaign Targeting
through Programmatic is on
the Rise
9
We Have a Great Perspective

11. 10
Audience is Booming
*Q2’14 just May 2014
Source: Triton Digital WebCast Metrics/ M-F 6a-7p/Average for the Qtr
2013 Q’2 drop due mostly to Pandora Mobile limitations
Average Active Sessions (AAS) is the average number of streams of one minute or more active within a time period. AAS is calculated by “Total Listening Hours (TLH) divided by hours in the reported time period.” TLH is
defined as the total number of hours that the station/publisher has streamed during sessions with duration of at least one minute in total within the reported time period.
Source: Triton Digital WebCast Metrics/ M-F 6a-7p
Q1’15 thru Jan’15
2013 Q’2 drop due mostly to Pandora Mobile limitations
Average Active Sessions (AAS) is the average number of streams of one minute or more active within a time period. AAS is calculated by “Total Listening Hours (TLH) divided by hours in the reported time period.” TLH is
defined as the total number of hours that the station/publisher has streamed during sessions with duration of at least one minute in total within the reported time period.
718,583
1,072,287
1,177,368
1,457,794
1,529,951
1,796,650
2,042,222
2,461,424
2,746,049
2,854,904
3,020,445
3,902,011
3,984,742
Q1'09 Q4'09 Q1'10 Q4'10 Q1'11 Q4'11 Q1'12 Q4'12 Q1'13 Q4'13 Q1'14 Q4'14 Q1'15*
454%Increase In Total Domestic Average Active
Sessions Over The Past 7 Years

12. Monthly Audience (USA)
© 2014 Edison Research and Triton Digital
17% 16% 15%
21% 20% 21%
27% 27%
34%
39%
45% 47%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
% Who Have Listened to Online Radio in Last Month Estimated
124 Million
Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
Monthly Online Radio Audience
Approaching Half of Americans
Base: Total Population 12+
11

13. Weekly Listening (USA)
12

14. Online Radio Audience
13
19% 20% 21% 27% 27% 34% 39%
45% 47%
© 2014 Edison Research and Triton Digital
17% 16% 15%
21% 20% 21%
27% 27%
34%
39%
45% 47%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
% Who Have Listened to Online Radio in Last Month Estimated
124 Million
Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
Monthly Online Radio Audience
Approaching Half of Americans
Base: Total Population 12+

15. Online Radio In Car Listening
14
© 2014 Edison Research and Triton Digital
6%
11%
17%
21%
26%
2010 2011 2012 2013 2014
% of Cell Phone Owners Who Have Ever Listened to Online Radio in a Car by
Listening to the Stream From a Cell Phone Connected to a Car Audio System
Online Radio Listening in a Car Via
Cell Phone Continues Steady Increase to 26%
Base: Own a Cell Phone
Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

16. Desktop vs. Mobile (TLH)
39%
57%
30%
61%
43%
70%
All Publishers Broadcast Publishers Pureplay Publishers
Desktop Mobile
15
• On traditional
radiobroadcasters,
57% of the TLH
comes from less
than 12% of the
unique listeners
Source: Triton Digital Webcast Metrics

17. Audio Advertising is Native to Mobile
• 31% of A18+ internet radio users listen
through a mobile device, according to
Forrester Research
• Mobile devices provide far less visual
advertising real estate
• Audio is native to mobile
• Audio is always “above the fold”
16

18. C
O
N
S
U
M
E
R
M
A
R
K
E
T
E
R
S
SSPs
DMPs & Data
Aggregators
Trading
Desks
Holding
Companies
Measurement
& Analytics
Verification
/ Privacy
Supply-side Ad Serving
Z
Retargeting
Exchange
Ad Networks
Demand-side
Ad Serving
CDNs
Publishers
Live
On-Demand
Aggregators
Creative
Optimization
Media Mgmt Systems
Agencies
z
Media
Planning &
Attribution
Players/Mobile
DSP

19. The Triton Advertising Platform (Tap) is a customizable ad platform designed and
built specifically to help audio publishers, such as broadcasters and internet-radio
services, increase monetization with solutions for both live and on-demand
streaming.
18
Introducing Tap

20. For Multicasters
• Live In-Stream Ad Replacement
• Access Triton’s Audio Exchange, Audio Network, Media Buying API & Remnant
Optimizer
For Simulcasters
• CPM Pre-rolls & Sync’ed Banner with Simulcasted Spots
• Access Out-of-Market Audio Exchange, Audio Network & Remnant Optimizer
Tap Live
• Audio Ad Serving Plugin into Third-party Ad Servers
• Access Triton’s Audio Exchange, Audio Network, Media Buying API & Remnant
Optimizer
Tap OnDemand
Value Propositions
19

21. 20
Features
Audio Trafficker
Creative Manager
Forecast & Affidavit Engine
Audience Enhancer
Media Buying API
Audio Ad Exchange a2x®
Audio Ad Network
Content Delivery Network
Core Platform
Add-Ons
Compatible
Products Media Player SDK
Podcasting
Webcast Metrics®

22. • Creative Manager
– Easily Manage Audio, Video & Companion Banners
– Support Custom Banner Sizes In Addition to a Broad Range of IAB-Standard
Banner Sizes
– Creative Language Support for Out-of-Market or International Delivery
• Audio Trafficker
– Deliver Spot- or Impression-Based Ads
– Easily & Efficiently Manage Campaigns
– Built-In Competitive Separation
– Track Audio & Sync’ed Display Impressions
• Forecast & Affidavit Engine
– Forecast Avails According to Audience Listening Patterns
– Filter Inventory Availability with Audience Data, Player Characteristics &
Geography
– Capture Impressions Served in Real-Time
21
Core Platform

23. Add-Ons
• Media Buying API
– Connect the Core Platform Directly with Legacy Order & Trafficking
Systems
• Audience Enhancer
– Add First & Third-Party Data, User Registration, Cookies, Cross-Channel
Device ID
22

24. Tap SSP
• Value Proposition
– The digital audio supply needs to be open and interoperable to foster its
growth, positioning Triton as its nucleus
– Yield optimization of unsold audio inventory for the publishers
– Streamline ad operations for the publishers
Player
Main Ad
Server
AdsWizz
Tap
TargetSpot
a2x &
Ad Network
AdWave
Publisher
AdOps
Target Spot
Network
Triton
Audio
SSP
Yield
Mngt
Ad server
23

25. Tap DSP
• Value Proposition
– The digital audio demand needs to be open and interoperable to foster its
growth, positioning Triton as its nucleus
– Optimization of digital audio campaigns across supply sources
– Forecasting across supply sources
– Streamline ad operations for the agencies
AdsWizz
Tap
DFP
AdWave
AffiPerf,
Xaxis,
Amnet,
Etc.
Ad Servers
Triton
Audio
DSP
Campaign
Optimization
CBS, RDIO, Prisa,
Cumulus, etc.
Publishers
ESPN, DI,
Absolute, etc.
Spotify, Pandora,
etc.
a2x &
Ad Network
Supply Sources
24

26. Tap DMP
• Value Proposition
– Enrich profile of un-registered and non-cookied listeners to increase
their value
– Link profile across sessions and devices for cross-device targeting,
frequency capping, and attribution
– Provide extended campaign measurement data, including audience
profile
• Target Clients
– a2x Clients
– Tap Live & onDemand Clients
– Tap DSP clients
25

27. 26
• The First & Only Digital Audio Ad Exchange
• Target Listeners, Not Stations
• Data Target Against the Audio Impression in Real-Time
• Latest in Efficient and Effective Audio Procurement
Introducing a2x

28. Deep Level of Targeting
Radio Format/Genre ü
Program Exclusions ü
Devices & Channels ü
Geo National & Regional ü
Local ü
Hyper local ü
City & Postal Code ü
Longitude/Latitude ü
Audience Demo & Gender ü
Retargeting ü
3rd Party Data ü
Search Retargeting ü
27

29. And Tracking
3rd Party Audio Tracking
(DFA, MediaMind, Atlas, Vindico, AdTech and more…)
ü
Audience Validation (Nielsen OCR, Comscore vCE) ü
Exposure Attribution
(Lotame, BlueKai, eXelate, x+1)
ü
Brand Studies (Dynamic Logic, Vizu) ü
28
Ad Speech Music Ad Ad Ad Speech Music
Bid
Request
Auction Queued Ad
Delivered
Ad
Also works on non-browser players,
such as iTunes, Winamps and Xbox

30. Listen-Through Attribution
• Advertisers can precisely measure attribution for their audio ads.
• Click-through attribution is not sufficient nor sophisticated enough for brand
advertisers today. Our a2x solution provides the advanced attribution analytics
necessary to meet today’s standards and accurately give credit where it is due.
29
HOW IT WORKS
User Hears the Ad
But Doesnt Click
Device ID Registers
for Mobile Listeners
Cookie is Dropped
for Web Listeners
User Later
Converts/Buys
Advertiser Knows
What Ad Converted

31. Case Study 1 – Financial Sector
se intent, household
pensities.
ith Triton Digital to create
o incorporate online and
all digital media campaigns.
axis clients with access to
ion monthly unique listeners.
r was looking to raise general
edit Card launch as well as
the landing page. This
ctivate the new channel,
s and new card prospects.
site at a significantly higher rate.
Xaxis Radio users navigated to the
Advertiser’s site due to strong ad recall
and quality targeting.
Conclusion
4.1x lift
Baseline
0.010%
Xaxis Radio
0.051%
0.060%
0.050%
0.040%
0.030%
0.020%
0.010%
4.1x
30
• General awareness for a
new Consumer Credit
Card launch as well as
drive deeper engagement
beyond the landing page.
• While Xaxis Radio had a
predictably low CTR
(0.02%), users navigated
to the Advertiser’s site as
a result of strong ad recall
and quality targeting

32. Case Study 2 – QSR
dience targeting for radio streams and
the most personal, targeted ads, a2x
from partners eXelate, Semcasting,
es data and insight on online
ld demographics and behavioral
tnered with Triton Digital to create
ertisers to incorporate online and
r overall digital media campaigns.
logy provides Xaxis clients with
ntory of 27 million monthly unique
urant (QSR) client was looking to
ocator Search. This provided an ideal
new programmatic channel, Xaxis
Digital audio has proven to be a
legitimate addition to any media plan.
It positively contributed to converting
users and generated highly effective
conversion rates when paired with
premium display.
Xaxis
Premium
Xaxis
Radio
2.59%
CVR
31
• A top Quick Service Restaurant
(QSR) client was looking to drive
traffic to their Store Locator
Search.
• Xaxis found that users who were
served ads from both Xaxis Radio
and Xaxis Premium were 3.75x
more likely to convert than users
who were served display ads only.
• These users had an impressively
high conversion rate of 2.59%.

33. Supported Deals within a2x
Guaranteed Fixed Price RTB Private
Exchange
Price Fixed YES YES NO
Floor N/A N/A YES
Inventory Guaranteed` YES NO NO
Audience Targeting NO YES YES
Pre-
Packaged
Deals
Pre-
Packaged
Deals
32

34. Guaranteed Programmatic
• It is identical to the classical presell of inventory: Quantity and prices
are pre negotiated through a platform
• Allows back and force to settle price/quantity/pacing
• Time is saved
• Campaign parameters are de facto integrated into platform
• Bulk, so no audience targeting at impression
33

35. Fixed-Price Programmatic
• Only price is pre negotiated
• No guaranty over inventory
• No RTB but with Audience Targeting
• Like RTB ads are delivered only when there is a match with targeting
• Good compromise between guaranteed and RTB
34

36. RTB Private Exchange
• No guaranty over price
• No guaranty over inventory
• Floor: minimum price that the publisher will allow for the transaction
• Audience targeting
• Access to the exchange is reserved to accredited buyers
35

37. RTB Open Exchange
• No guaranty over price
• No guaranty over inventory
• Usually no floor
• Audience targeting
• Access to any buyer
• Has the reputation of “remnant” for the moment
36

38. Programmatic Market Estimates
$13
$40
$19
$25
$9
Source: IDC & Appnexus Estimates
Programmatic
Guaranteed
Performance
Auction
Deals
Non-
Programmatic
$18
$74B
Indirect
$31B
Direct Sold
37

39. Benefits of Programmatically Buying Audio
• Allows audience targeting when packaged with relevant data
• Inventory sits on one platform, allow yield management between all type of
inventories
• Programmatic no longer remnant inventory, instead premium with data
• Allow yield management between all type of inventories
• Extension of the inventory addressable through look alike modeling
• Allow audience extension
• Pre-targeting, targeting, retargeting
• Accurate inventory forecasting
Programmatic is synonymous of a sophisticated global media strategy which
combines delivery, inventory price and performance for both buyer and seller
38