Valuing Video4A’s Transformation March 2015

ESPN Monthly Reach - M18+

Any TV Added Reach - Digital

67%

+28%

TV Only, 37%

TV and Digital,

41%

Digital Only, 22%

% Male 18+ Reach by Platform May 2014

Project Blueprint

Source: Project Blueprint, May 2014

Ad Awareness 2013

Size of bubble= Reach

TV

PC Display

Mobile Display

PC Video

Mobile Video

Spe

ed

Hig

hes

t Ef

fect

Per

Exp

osu

re

Potential(Maximum Effect Possible)

Source: ESPN XPE Ad Effectiveness Tracker

Ad Awareness 2014

Size of bubble= Reach

TV

PC Display

Mobile Display

PC Video

Mobile Video

Spe

ed

Hig

hes

t Ef

fect

Per

Exp

osu

re

Potential(Maximum Effect Possible)

Source: ESPN XPE Ad Effectiveness Tracker

Are All Screens Equally Viable?

What are the Nuances?

Television OTT

Clips on MobileClips on PC

---SCOPE---• Experimental Conditions • Forced Exposure• 8 video advertisers

---SAMPLE---• Sports Fans• Age 20-54• 79% Male, 21% Female

---MEASURES---• Post-exposure survey

6.00 5.595.72 5.406.38 6.026.14 5.67

Enjoyment Engagement

TV Long OTT Long PC Clips Mobile Clips

Strong Enjoyment & Engagement

Immediate Relevance of Highlight Clips Leads to High Content Ratings

Source: ESPN Lab Study

Comparable Performance Across PlatformsPre-Roll ads Generate Slightly Higher Levels on all Measures

Television OTT Clips on MobileClips on PC

64.5% 66.5% 72.3% 72.7%

Brand Recognition

Source: ESPN Lab Study

Pre-Roll on PC and Mobile Drive Slightly Higher Purchase Intent.

Television OTT Clips on MobileClips on PC

52.3% 53.8% 58.6% 56.7%

Purchase Intent

Source: ESPN Lab Study

Comparable Performance Across Platforms

72.7% 65.4%

Commercial Duration Impacts Memory,

But Not Purchase Intent

Brand Recognition

55.9% 54.8%

Purchase Intention

Source: ESPN Lab Study

All Screens are Viable

There is Power in Combination

11%13%

15%

Ad Awareness

TVTV +

Short Form

TV +Short Form +WatchESPN

3%4%

5%

Word of Mouth

+67%

TVTV +

Short Form

TV +Short Form +WatchESPN

5%

9%

13%

Purchase Intent

+160%

TVTV +

Short Form

TV +Short Form +WatchESPN

+36%

Source: ESPN XPE Ad Effectiveness Tracker

Case Study: Dove Men + Care

Jan-14 Mar-14

ESPN Platform Spend ($)

TV Digital Video

Source: ESPN XPE Ad Effectiveness Tracker

Case Study: Dove Men + Care

18%

57%

20%

70%

Ad Awareness Purchase Intent

14-Jan 14-Mar

+11%

+22%

Source: ESPN XPE Ad Effectiveness Tracker

Deep ImpressionsBottom Line Impact

Great Advertising

Quality ContentValuing Video

Valuing Video