SPOTLIGHT

Confidential | @ Magnite
The Combined Power of 3 Leading Platforms
Industry-leading innovation. The most complete source of omnichannel supply.

– Creator of global – Platform built solely for – First to market with a

marketplace for Buyers premium video & CTV digital video advertising
and Sellers marketplace
– Developer of
– One of the largest display live-streaming – 100% focused on digital
and video marketplace programmatic platform video since 2007
with premium video
partners – Run live auctions in linear – The most diverse source of
– Prebid co-founders, streaming television CTV and OTT supply
pioneers of server-side – Exclusive SSP chosen by – The first and largest
header bidding Hulu publisher-approved
– Developed open source demand facilitation team
standard for header
bidding
CONFIDENTIAL | © MAGNITE
 OTT Research Introduction
Commissioned to understand OTT consumption and
receptivity towards video ads across APAC markets.

● Conducted by Milieu Insights

● 7 markets inc:
○ ID, SG, PH, VN, TH, AU & JP
● Online research methodology
● 50 questions
● 7,000 interviews
● Online representative audience
OTT has reached critical mass in APAC

1
91%

81%
76%
72%
61%

48% 51% OTT is estimated to

reach 392 million
viewers in APAC

Over two-thirds (69%) of

video viewers in the region
watch streaming video at
least once a week

Qtext : Which platforms do you watch video content REGULARLY on (i.e at least once a week)?
OTT is for Everyone
In Vietnam What is your age?

< 18 years old

> TV maintaining older audiences, 18 - 24 years old

reduction in millenials
25 - 34 years old
> Social video bias to 18 - 34
35 - 44 years old
> OTT growing across all
audiences, current bias to 25 - 44 45 - 54 years old

55 - 64 years old

65 years old
or above

OTT TV UGC

Confidential | @ Magnite 5
Viewers are watching at home and on the go

Where do you typically watch video content?

71%

59%

25%
19%
16%
14% 14%
9%
7%

At home in my At home in a At a friend At work While During my While staying At school At the gym
own space shared space or family traveling commute to/ in a hotel
member's home from work
AVOD is the most popular method of OTT viewership

AVOD appeals to
ad-tolerant streamers
and will drive OTT growth
in APAC.

Qtext : When it comes to video streaming services, would you be more likely to… (all video viewers)
Vietnam OTT How many total minutes of advertising in an hour would you
viewers readily consider to be ACCEPTABLE?

accept ads
75%
70%

75% consider 1-5

mins of ads 49%

acceptable 39%

18%
12%
7% 7% 8%
3% 2% 2% 2%
2% 1% 1% 1% 1%

0 mins 1 - 5 mins 11 - 15 mins 16 - 20 mins 6 - 10 mins More than

20 mins

Free Streamed Paid Paid with Reduced Fee

Confidential | @ Magnite 8
Smartphones dominate OTT with smart TV growing

66% of OTT viewers

spend the most time
streaming on mobile

Qtext : Which device do you spend THE MOST TIME watching video content on? (OTT viewers)
Mobile Dominates, Which platforms do you watch video content REGULARLY on
(i.e at least once a week)?
Smart TV
Accelerating in
Vietnam 74%

15%

4% 3% 3% 2%

Smartphone Smart TV Laptop Tablet Trad TV Desktop

Confidential | @ Magnite 10
Mobile viewing experience equals that of TV

How would you rate your viewing experience

of watching video content on a

Traditional TV Smartphone

47% 43% 9% 47% 46% 7%

Very Good Good Somewhat Good Somewhat Bad Bad Very Bad
OTT ads rival social ads and resonate better than TV ads

OTT ads are unmissable

rivalling other platforms
for impact

Qtext : Q: Which of these advertisement types are most likely to CATCH YOUR ATTENTION?
Ads on Video Platforms rank 2nd for grabbing
attention in Vietnam

Which advertisement types are most likely to CATCH YOUR ATTENTION?

59%
52%
49%

33%
28%
26%
21%
19%
15%

1%

Social Ads Ads on Video TV ads Ads on Mobile Search Ads Outdoor Ads Display Ads Ads on Non-vid Print Ads None
Platforms Games Platforms
Creativity, “What are the TOP 3 factors that make a video advertisement effective?”

Relevant, Funny, Creativity

Interesting Ads
Production
Value

resonate with
Ad reflects my
age/preference

viewers Product is
relevant to me

“I’m less likely to skip an ad if…”

It’s funny

Has an
Interesting Story

Has feel-good
Positive content

“I don’t mind watching ads if…”

It’s funny

Are of a product I
Searched for

Relevant

Confidential | @ Magnite 14
OTT ads drive purchase behaviour

OTT delivers against

activation objectives as
well as top of funnel
branding

Qtext : Which of the following actions, if any, have you taken after seeing an ad on a video streaming platform?
* Combined purchase behaviour = Respondents who have redeemed a promotion/offer OR made an online purchase
OR made an in-store purchase
Post-Ad Action
Which of the following actions, if any, have you taken after seeing an ad on a
video streaming platform?

53% of OTT viewers

engage in post-ad
Combined purchase
behaviour*

action after Searched for product

advertised online

watching an ad on a
Clicked the ad but wait until
my video is finished to learn
more

video streaming Clicked the ad to engage with

interactive content

platform Paused the video I was watching

to click the ad and learn more

Share the ad with someone I

know

None of the above

*bought in store, purchased online or redeemed a promotion/voucher

Confidential | @ Magnite 16
Value of OTT Video in Asia
● PREMIUM LONG FORM CONTENT AT SCALE IN
QUALITY OF CONTENT ASIA
● AVOD - ADS AN ACCEPTED VALUE EXCHANGE
● LESS ADS EXPECTED

QUALITY OF MEDIA
● PREMIUM BRAND SAFE ENVIRONMENT
VIEWABILITY & ● HIGH VIEWABILITY : 85%+
BRAND SAFETY ● HIGH CVR : 85%+

● OTT IS FOR EVERYONE : BIAS TO AGE 18-44

● MOBILE FIRST, SMART TV GROWING
ATTENTION ● MOBILE EXPERIENCE EQUAL TO TV
● OTT ADS DRIVE HIGH ATTENTION

● RESONATE : INTERESTING, FUNNY, FEEL GOOD

● EFFECTIVE : CREATIVE, RELEVANT, STORY
RESONANCE ● FULL FUNNEL - BRAND TO ACTIONS
● INTERACTIVE CREATIVE

GREATER EFFECTIVENESS
Confidential | @ Magnite 17