> How it works FAQ - TV SYNCED ADS. 1. TV-Synced Ads : Ok, but what is it exactly? 2. Why is TV-Synced ads relevant?

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1 FAQ - TV SYNCED ADS > How it works The reason for syncing ads from TV to digital is simple. More and more people turn their attention away from the TV screen during the ad break. They login to check their , search for content, play a game, use an app, browse the internet or catch up on their social media status, maybe even commenting on a show s fan page or #hashtag. Everything but look at the ad on screen. Civolution offers the ability to re-capture viewers attention by identifying the ad on TV and sending a trigger to a DSP to execute a second screen campaign perfectly in sync with the TV spot. So the ad on the main screen is linked in real time to the ad on the second screen. By creating this link between ads on both the first and second screens, Civolution can deliver an uplift in CTRs, CRs, user engagement and brand recognition. Our TV-Synced Ads solution amplifies your TV ad and allows the consumer to interact making TV actionable. For those not watching TV: we simply extend the reach of your TV ad, online. By linking TV and digital, we also enable competitive and category targeting. We help you present consumers with related or associated products online, in-sync with the TV ad. An example would be a great new TV ad for a new car, with a second screen ad offering a test drive at the viewer s nearest dealership. Below are some FAQs providing further details about TV-Synced Ads and how it works. We ve tried to answer the most common questions but should you have any other, please do get in touch. 1. TV-Synced Ads : Ok, but what is it exactly? The general concept of TV-Synced ads is simple: you see an ad on TV and within seconds the same (or related) ad appears on the most visited social media sites like Facebook and Twitter, popular mobile apps, high traffic websites or any digital property where programmatic media can be bought. Essentially, we help ensure delivery of ads on companion or second screen devices. 2. Why is TV-Synced ads relevant? In a world where TV audiences are multi-screening, the attention attributed to TV advertisements is being eroded. As a result, traditional TV media buying has become increasingly inefficient. In order to regain the effectiveness of TV, advertising media buys need to become cross platform. TV-Synced ads provide advertisers (and their agencies) with an opportunity to re-engage with their TV viewers and make TV actionable. TV-Synced ads extend the reach of TV into digital and amplify the brand message. It combines the reach and emotion generated by TV with the transparency and target-ability of digital.

2 3. Who has been using TV-Synced ads? TV-Synced ads are rapidly being adopted and already used by many advertisers across North America and Europe. In fact, many real-time ATDs (Agency Trading Desks), service providers, networks and agencies use our signals to deliver second screen advertising campaigns. 4. Do you have any use cases? See below some powerful examples of TV-Synced ads that have recently been deployed: TV-Synced Ads Facebook: Case Study TV-Synced Ads on Facebook news feed yield 60%. Click here for the press release TV-Synced Ads - Twitter Case Study 250% lift on Twitter for TV-Synced ads (large entertainment brand) Click here for the press release TV-Synced Ads FMCG: Case Study A 50% increase in Click-through Rate (CTR) for a fast-moving consumer goods brand during a daytime campaign. TV-Synced Ads Telco: Case Study Increase of 1.9m unique users reached in real-time for a mobile operator. Conversation rates on mobile devices increase. 5. How can I buy TV-Synced Ads? We work with all leading DSPs to make this data available for advertisers (agencies, brands, trading desks). Advertisers can in turn use this data to set up TV-Synced campaigns and synchronize digital advertising campaigns with real time TV data feeds, such as TV advertising, TV programs, contextual keywords and eventually Social TV conversations. TV-Synced data is offered on a CPM pricing model. If you don t have access to a DSP, we d be happy to help and suggest an appropriate media buying provider. 6. How does your platform work? Our platform automatically identifies commercials on TV, in real time and at scale. We use our proprietary global TV monitoring network to actually scan the broadcast video for advertisements as they air on TV. This is a 24/7/365 process. Our state of the art Automatic Content Recognition (ACR) technology based on fingerprinting identifies ads within a few seconds. Upon identification of an ad, a trigger is sent to programmatic buying platforms. They then bid in real time for inventory on social, mobile and online. Within seconds of an advertisement starting on TV, a TV-Synced ad can then be published on your target audience s laptop, tablet, or smartphone. No need for a special app, no need to push buttons.

3 7. Can you recognize a competitor s spot? Yes, absolutely. Since we monitor all commercials daily, we can identify all national TV advertisements broadcasting on TV. We have currently tagged and are maintaining a live database of over 80,000 advertisments. We can also offer category targeting and run ads against pre-defined categories of TV commercials. Clients also have the option to deliver specific competitive spots to sync with, directly to Civolution for upload into its monitoring system. 8. How does the fingerprinting actually work? Digital fingerprinting technology identifies content by extracting unique features from the audio or video and matching these against a reference database of known fingerprints. The analysis and identification is a real time process, operating 24/7. 9. How do you know if someone is watching the ad? We do not. Unless we use our ACR (automated content recognition) technology that sits within an app, we cannot make the direct link. Essentially, you will lose some impressions to people not watching TV - however these impressions have demonstrated they are extending the reach of your TV campaign as part of your digital campaign so it is not a waste! In fact, the uplift for the people watching is so high it makes up for anyone not in front of the TV. In case you are interested, as mentioned above, Civolution offers technology for in-app automated content recognition, please contact us to find out more or visit our dedicated second screen solution. 10. Is there a limit to how many impressions you deliver? It all depends on how many impressions you want to deliver and the clearing price in the open RTB environment when your campaign goes live. For reference, we see an average delivery of 500K to 1M impressions for each sync. You can also place a ceiling on your impressions using the line item cap delivery, or use frequency capping in your DSP settings. 11. How do you measure success? This depends on the objectives. CTR is still an all-time favourite and we have seen uplifts of 250%. Two additional metrics we see are an increase in unique users and higher conversion rates for products on mobile. For branding campaigns, you can also measure the brand uplift. 12. Can Civolution monitor anything else besides ad spots? (e.g. sports matches) Yes. We already monitor sport events, TV programs etc. We can fingerprint any TV content. You could, for example, trigger an ad against a specific show or sports event.

4 13. How long does it take to recognize a spot? Our award-winning and widely deployed fingerprinting solution can manage identification of content in just a few seconds, enabling near real-time sync. 14. How many TV channels do you cover? We monitor over 2,300 channels worldwide, includingover 600 in Europe and over 1,400 in the North America covering all 210 US DMAs. We also monitor channels in Latin America and APAC. Monitoring channels inover 60 countries, we can turn on monitoring in specific territories according to client demand. For a full list of channels, please contact us: [email protected] 15. What needs to happen in order to start monitoring channels in a market not covered with Civolution technology? Upon client request, Civolution will check if the channel is already within network reach. If so, we can set it up rapidly (in a matter of a few hours). If it is a completely new channel that needs to be hooked up to our system, it can take up to two weeks. 16. Can you connect with AppNexus? Civolution has a server-to-server integration with AppNexus. Civolution TV data segments are accessible via the APX bidder console. 17. How do you set up a campaign in APX? You provide information needed to run TV synced campaign to Civolution : The project order form containing: campaign brand(s)/product(s), campaign schedule(s), TV Sync Window (duration), TV channels, bidder (in this case AppNexus) AppNexus Client member ID TV Spot video file(s) per or FTP (preferably.mp4) or a list of TV spot category(s) and/or competitive brands to sync against Civolution will : Configure the TV-Synced Campaign Operator Activate the TV channels to be monitored Upload the TV spot(s) and/or set-up the TV spot category(s) and/or competitive brands to sync against Assign a segment code to TV spot(s) to monitor and communicate this segment code(s) to the client Enable the AppNexus client member ID You will need to set-up a dedicated line item for the TV synced campaign in AppNexus, coupled with the newly created segment code(s). When the TV spot is detected on one of the TV channels monitored by Civolution, every impression in the target market is enriched with the segment code(s)

5 18. Which integrations do you have? In addition to the server-to-server integrations with AppNexus, we can integrate on partner level with DBM (Doubleclick BidManager) and Adform. We are also working through integrations with MediaMath, Turn, DataXu, Tubemogul, Videology and Brightroll. If there is a specific demand partner or DSP that you need, please contact us and we will tell you the status of that integration. According to demand and customers needs, we can prioritize accordingly. 19. How do you differ from your competitors? We are a global company, with a worldwide monitoring network. Our competitors only support certain markets. We have client-facing staff in offices around the world to provide support and assistance 24/7. Our staff are here to help you extract maximum value from your ad campaigns.. Furthermore, Civolution offers a 100% data play. Our ad database has extensive coverage and comes with full metadata (company, brand, product, category, Facebook/Twitter URL, etc.). Our TV analytics offering provides full insight about ad airings and allows you to slice and dice data in the way you want. We provide as much data as you need to help you make informed decisions. 20. What s Civolution? We are a very well-established business with a proven track record of launching new and innovative product lines. We serve over 200 clients in the Media & Entertainment industry. 21. What is your pricing? TV-Synced Ads works on a per CPM pricing model. Different rates are applicable for different synchronization campaigns ie where you deliver the TV spot, and what category or competitive based syncing etc. Our account management team will be happy to discuss that with you. Contact us for further details: [email protected] 22. What about the second screen? The second screen is here to stay. There s plenty of research to show that people are multi-screening more and more. This will only continue. Here at Civolution we re committed to helping the advertising community to bridge the gap between TV and digital. We are already working on some innovative data solutions that will allow you to target on an even more granular level. Stay tuned. TV and digital advertising are coming together and it is going to be amazing!