Digital Audio Advertising Triton Digital

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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

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Measure Webcast Metrics

Manage Streaming Services

Monetize Tap

Magnify AMP

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

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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.

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Key Marketers

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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

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Mobile •  :15 & :30 Audio •  Video Pre-Roll •  Synced Banner Display •  Click To Call •  Tap to Download •  Click To Buy •  App Sponsorships

Terrestrial Streaming

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•  Multiple owners

•  Thousands of streams

•  In-stream audio w/ synced banner ads

•  Target by demo/gender via format, market & format

PurePlay Streaming

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•  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

ü  The Audience is Booming

ü  Mobile Listening is Driving the Growth

ü  Campaign Targeting through Programmatic is on

the Rise

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We Have a Great Perspective

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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

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 Estimated124 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 AudienceApproaching Half of Americans

Base: Total Population 12+

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Weekly Listening (USA)

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Online Radio Audience

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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 Estimated124 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 AudienceApproaching Half of Americans

Base: Total Population 12+

Online Radio In Car Listening

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© 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 ViaCell 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

Desktop vs. Mobile (TLH)

39% 57%

30%

61% 43%

70%

All Publishers Broadcast Publishers Pureplay Publishers

Desktop Mobile

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•  On traditional radiobroadcasters, 57% of the TLH comes from less than 12% of the unique listeners

Source: Triton Digital Webcast Metrics

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”

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CONSUMER

MARKETERS

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

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.

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Introducing Tap

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

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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®

•  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

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Core Platform

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

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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

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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

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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

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•  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

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

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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

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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

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.

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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

Case Study 1 – Financial Sector

www.audioadexchange.com | a2x@tritondigital.com

UNITED STATES | CANADA | EUROPE | LATIN AMERICA | ASIA | MIDDLE EAST

Digital Audio Drives Lift and Engagement for Product Launch

The Triton Digital® audio ad exchange, a2x™, is the industry’s first exchange offering audience targeting for radio streams and pureplay audio. To deliver the most personal, targeted ads, a2x integrates consumer data from partner eXelate which provides data and insight on online purchase intent, household demographics and behavioral propensities.

Xaxis, a WPP agency, partnered with Triton Digital to create Xaxis Radio, enabling advertisers to incorporate online and mobile radio buys within their overall digital media campaigns. Triton’s a2x technology provides Xaxis clients with access to the global inventory of over 44 million monthly unique listeners.

ObjectiveA top Financial Services Advertiser was looking to raise general awareness for a new Consumer Credit Card launch as well as drive deeper engagement beyond the landing page. This provided an ideal opportunity to activate the new channel, Xaxis Radio.

TargetOwners of competitive credit cards and new card prospects.

ExecutionBaseline Media

2 Awareness Ad Networks

2 Premium Homepage Takeovers

Xaxis Brand Suite

Xaxis Premium

Xaxis Radio

ResultsUsers who were exposed to Xaxis Radio, interacted with the Advertiser’s site at a significantly higher rate. Xaxis Radio users navigated to the Advertiser’s site due to strong ad recall and quality targeting.

ConclusionDigital Radio has proven to be a legitimate addition to an awareness media plan and positively contributed to generating both awareness and engagement.

4.1x liftBaseline

0.010%

Xaxis Radio

0.051%

0.060%

0.050%

0.040%

0.030%

0.020%

0.010%

4.1x

case studyXaxis Radio

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•  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

Case Study 2 – QSR

www.audioadexchange.com | a2x@tritondigital.com

UNITED STATES | CANADA | EUROPE | LATIN AMERICA

Digital Audio and Premium Display Deliver Powerful Results

The Triton Digital® audio ad exchange, a2x™, is the industry’s first exchange offering audience targeting for radio streams and pureplay audio. To deliver the most personal, targeted ads, a2x integrates consumer data from partners eXelate, Semcasting, and Lotame, which provides data and insight on online purchase intent, household demographics and behavioral propensities.

Xaxis, a WPP agency, partnered with Triton Digital to create Xaxis Radio, enabling advertisers to incorporate online and mobile radio buys into their overall digital media campaigns. Triton Digital’s a2x technology provides Xaxis clients with access to the global inventory of 27 million monthly unique listeners.

OverviewA top Quick Service Restaurant (QSR) client was looking to drive traffic to their Store Locator Search. This provided an ideal opportunity to activate the new programmatic channel, Xaxis Radio.

Execution

Xaxis Premium

Xaxis Radio

ResultsXaxis 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%.

*Conversion = Store Locator Search

ConclusionDigital 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.

case studyXaxis Radio

Xaxis Premium

Xaxis Radio

2.59%CVR

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•  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%.

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

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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

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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

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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

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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

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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

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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

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