Video Display Solutions 2020 "In a world where everyone has data, and everyone has targeting, and everyone has all of that capability, it is the narrative and the story and the brand and the connections to the hearts and minds of consumers and how we tell those stories that is going to stick out more than anything." - Rita Ferro, President of Ad Sales • Create awareness for Target campaigns during a defined time, to an engaged audience of potential consumers. • Drive increased interest through emotional connections from the Disney owned channels and digital media to the Target Objectives brand promotions. • Provide best in class video media display to support Target as the number one discount retailer in the United States. Who We We partner with marketing, creative, and business operation teams to enhance brand awareness, create memorable moments, and Are purchase conversions.

& Traditional media with a broad reach

What We Innovative digital media with a personalized Offer plan to reach ready- to- purchase consumers Our knowledge of industry metrics align your advertisements with the best audiences to Who We Are create awareness for your brands. & Our use of data and innovation help to ensure What We your advertisements are reaching the right customers. Transparent, real-time results for digital advertising across all platforms is Offer available to help you track your KPIs. Traditional Video Display Media Overview of • Disney, ESPN, Freeform, FX, & National Display Geographic branded domestic cable networks • ABC branded broadcast television network & Media eight owned domestic television stations • A+E cable channels Solutions • Lifetime, History, LMN, FYI, & Viceland • High reach • Sight, sound, and motion Benefit of • Immediacy of message • Targetability in niche networks Television • Continuity across cable networks • Contextual relevance • Emotional connection

The Media Handbook: A Complete Guide to Advertising, Media Selection, Planning, Research, and Buying p.185-186 (Kantz, H). 2019. Disney

Branded television channels include Disney Channel, Disney Junior and Disney XD. Programming for these channels includes internally developed and acquired programming.

• Disney Channel - the domestic Disney Channel airs original series and movie programming 24 hours a day targeted to kids ages 2 to 14. Disney Channel develops and produces shows for exhibition on its channel, including live-action Overview of comedy series, animated programming and preschool series, as well as original movies. Disney Channel also airs programming and content from Disney’s Display theatrical film and television programming library.

• Disney Junior - the domestic Disney Junior channel airs programming 24 hours a Media day targeted to kids ages 2 to 7 and their parents and caregivers. The channel features animated and live-action programming that blends Disney’s storytelling and characters with learning. Disney Junior also airs as a programming block on Solutions the Disney Channel.

• Disney XD - the domestic Disney XD channel airs programming 24 hours a day to kids ages 6 to 11. The channel features a mix of live-action and animated programming. FX Branded television channels include FX, FXM and FXX. Programming for these channels includes internally developed and acquired programming. Internally produced programming for the 2019/2020 season includes two returning and three new one-hour dramas, five returning and three new Overview of half-hour comedies, and one returning non-scripted series. FX - is a general entertainment channel that airs original series, acquired television series and motion picture programming including content from Display the Company’s film and television libraries. FXM - is a television channel that primarily airs motion pictures from the Media Company's library or motion pictures acquired from third parties.

FXX - is a general entertainment channel targeted to young adults that airs Solutions acquired television series and motion picture programming as well as content from the Company’s film and television libraries. The channel also airs original television series.

Freeform Freeform is a channel targeted to viewers ages 18 to 34. Freeform produces original live-action programming, acquires programming rights from our television and theatrical production businesses and from third parties, and features branded holiday programming events. This Photo by Unknown Author is licensed under CC BY- SA Domestic Television Stations

8 television stations, six of which are in the top ten television household markets in the U.S.

All our television stations are affiliated with ABC and collectively reach Overview of approximately 20% of the nation’s television households. Generally, each owned station broadcasts three channels: the first consists of local, ABC and syndicated programming; the second is the Live Well Network; and the third Display is the LAFF Network.

The stations we own are in: Media New York, LA, Chicago, Philadelphia, Houston, San Francisco, Raleigh- Solutions Durham, and Fresno

This Photo by Unknown Author is licensed under CC BY-SA National Geographic The National Geographic Channels air scripted and documentary programming on such topics as natural history, adventure, science, exploration and culture. A+E Networks

• A&E – which offers entertainment programming including original reality and scripted series Overview of • HISTORY – which offers original series and event-driven specials • Lifetime and Lifetime Real Women – which offer female-focused programming Display • Lifetime Movie Network (LMN) – which offers female-focused movies Media • FYI – which offers contemporary lifestyle programming Solutions Network & Cable Reach (Millions)

Disney ESPN FX • Disney Channel 86 • ESPN 83 • FX 87 • Disney Junior 66 • ESPN2 83 • FXM 56 • Disney XD 68 • ESPNU 61 • FXX 84 • ESPNEWS 58 • SEC Network (2) 59 Freeform 85 A&E 85 National Geographic HISTORY 86 • National Geographic 86 Lifetime 85 • National Geographic Wild 59 LMN 63 FYI 51 Viceland 64 Overview of Display Media Solutions-Digital

Hulu ESPN+ Apps & Websites ESPN, ABC, DisneyNow, Freeform, FX, National Geographic, Hulu, A+E, FYI, Nat Geo TV, History Vault, Lifetime, Vice, FX VIP

Disney’s digital properties reach about 230 million users worldwide, who spend more than 14 billion minutes of time per month visiting them, according to comScore data for September 2018.* Benefit of Digital • Additional reach • Response-based measurement Media (Video • Contextual relevance Display) • Audience-based targeting

The Media Handbook: A Complete Guide to Advertising, Media Selection, Planning, Research, and Buying p.186 (Kantz, H). 2019. How Deep Do Our Brands Go? Example: ESPN App

ESPN Networks Live Events ESPN Shows •ESPN •NFL Monday Night Football •SportsCenter •ESPN2 (WatchESPN.com, tablets and connected •PTI •ESPN3 TV devices only) •Mike and Mike In The •ESPNU •NBA Regular Season, Playoffs and Finals Morning •SEC Network •Major League Baseball •SportsNation •SEC Network + •The Masters •ESPN Original Studio Show •ESPNews •College Football and the College Football •ESPN Deportes Playoff •Longhorn Network •Men's and Women's College Basketball •ACC Network Extra •Wimbledon, US Open and Australian •Goal Line/Buzzer Beater/Bases Open Loaded •Thousands more live events airing on the ESPN networks This Photo by Unknown Author is licensed under CC BY-SA

Through ESPN.com and the ESPN app. ESPN+ offers thousands of live events, on-demand content and original programming Direct to not available on ESPN’s other networks.

Consumer: Live events available through the service include mixed martial arts, soccer, hockey, boxing, baseball, college sports, esports ESPN+ and cricket. ESPN+ is currently the exclusive distributor for UFC pay-per-view events in the U.S. Based on internal management reports, the estimated number of paid ESPN+ subscribers as of September 2019 was approximately three million. Direct to Consumer: Hulu

GatewayGo • Traditional TV ads with new prompts designed to increase the bond between viewers and brands. • It uses technologies like QR codes and push notifications • Hulu said 6 of 10 viewers would likely consider purchasing from an advertiser after they redeem an offer. • Nearly 50% say they keep their phones with them as they watch TV.

This Photo by Unknown Author is licensed under CC BY-NC-ND Campaign: Summer Super Sale

Objective: Increase awareness & sales for summer retail goods offered at a discount price. Target Audience: Mothers, Parents, Child Caregivers 25+, United States Time: May, June, July Display Solutions- Broadcast Network

Product: ABC Owned Stations Reach: Nearly 20% of American households. Creative: 30 second video ad featuring children’s summer toys and clothes promotion Time: May, June, July Monday-Friday, Early fringe, Prime access, Primetime/ 4:30pm-11pm Goal: Grab the adult parent’s attention during evening news through primetime

https://www-statista-com.lp.hscl.ufl.edu/statistics/228939/cable-tv-networks-disney-channel-watched-in-the-last- 7-days-usa/ Display Solutions- Cable

Product: Disney Channels- All, focus on Disney Junior where parents are more likely to be watching with children Reach: Up to 220 Million 36% of Americans 18-29 & 38% of Americans 30-49 watched the Disney channel in 2018 (Statista). Creative: 30 second video ad featuring children’s summer toys and clothes promotion Time: May, June, July M-F Early morning/7am-9am and Daytime 9am-4:30pm Disney Junior added times of 12am-6am for parents who are awake with young children Goal: Grab the adult and child’s attention for the ad, increase awareness before daily planning and pre-evening routines

https://www-statista-com.lp.hscl.ufl.edu/statistics/228939/cable-tv-networks-disney-channel-watched-in-the-last- 7-days-usa/ Display Solutions- Cable

Product: Lifetime, LMN Reach: Up to 148 Million 27% of Americans 18-64 watched Lifetime 2018, with the majority being adult females (Statista). Creative: 15 second video ad featuring children’s summer toys and clothes promotion Time: May, June, July Friday, Primetime/8pm-11pm, Saturday-Sunday Daytime & Primetime/8am-11pm Goal: Grab mother’s attention during times she is less distracted and more likely to be watching LMN & Lifetime without routine interruptions

https://www-statista-com.lp.hscl.ufl.edu/statistics/228965/cable-tv-networks-lifetime-watched-in-the-last-7-days- usa/ Display Solutions- Direct to Consumer/Digital

Product: Hulu & Hulu Gateway Go Reach: 35.5 Million 37-41% of Americans 18-44 subscribe to Hulu (Statista). Creative: 12 second commercial featuring children’s summer toys and clothes promotion- links to an actionable drive to sale landing page through Target website Time: May, June, July Granular 1st party data available to target moms and dads of youth ages. Combined with Target’s data, the message will get in the right spots at the right time. Goal: Increase awareness for parents of summer sale.

https://www-statista-com.lp.hscl.ufl.edu/statistics/742117/hulu-with-live-tv-subscription-adults-usa-by-age/ Display Solutions- Direct to Consumer/Digital

Product: App Distribution – ABC, DisneyNow, A&E, History, ESPN, Lifetime Reach: Up to 330 million, dependent on data Creative: 8 second video ad featuring children’s summer toys and clothes promotion Granular 1st party data available to target moms and dads of youth ages. Combined with Target’s data, the message will be delivered to the right consumer. Example: Viewers 25+, with a child under 16, lives within 5 miles of Target, has visited Target in the last 60 days, has visited Target.com or app in last 30 days Time: May, June, July Goal: Reach buyers highly likely to participate in a sale purchase Campaign: Back to School Sports

Objective: Increase awareness & sales for back to school sports clothes and equipment offered at a buy one, get one offer Target Audience: Adults 18+ Time: August & September Display Solutions- Cable Distribution

Product: ESPN (all) Reach: 36-50% Americans 18+ (Statista) weekly Creative: 15 second video ad featuring BOGO promotion for sports clothes/equipment Time: August & September Focus: Live Events & Sports Center- MLB, NBA, NHL, NFL, College Football, MLS, Tour De France Goal: Grab the attention to create awareness of the promotion of adults who have a strong investment in sports and are likely to have family participation in school or club sports

https://www-statista-com.lp.hscl.ufl.edu/statistics/228943/cable-tv-networks-espn-watched-in-the-last-7-days- usa/ Display Solutions- Cable Distribution

Product: Freeform, A&E, Lifetime, LMN, National Geographic, FX Reach: Up to 500 million Creative: 15 second video ad featuring BOGO Time: August & September M-F Primetime/7pm-11pm, Saturday-Sunday Daytime & Primetime/7am-10pm Goal: Create awareness for BOGO promotion amongst American adults

https://www-statista-com.lp.hscl.ufl.edu/statistics/228939/cable-tv-networks-disney-channel-watched-in-the-last- 7-days-usa/ Display Solutions- Broadcast Network

Product: Owned ABC Newtworks Reach: Nearly 20% of American households. Creative: 30 second video ad featuring sports apparel and equipment BOGO offer Time: August & September M-F, Early fringe, Prime access, & Prime time/4:30pm-11pm Goal: Grab the adult attention to create awareness during evening news through primetime

https://www-statista-com.lp.hscl.ufl.edu/statistics/228939/cable-tv-networks-disney-channel-watched-in-the-last- 7-days-usa/ Display Solutions- Cable Distribution

Product: Disney Channels- All (with the least focus on this distribution due to potential lack of parental awareness during viewership) Reach: Up to 220 Million 36% of Americans 18-29 & 38% of Americans 30-49 watched the Disney channel in 2018 (Statista). Creative: 15 second video ad featuring sports equipment and apparel BOGO promotion. Time: May, June, July M-F Early morning & Daytime/7am-8pm Goal: Grab the adult and child’s attention for the ad, increase awareness before daily planning and pre-evening routines

https://www-statista-com.lp.hscl.ufl.edu/statistics/228939/cable-tv-networks-disney-channel-watched-in-the-last- 7-days-usa/ Display Solutions- Direct to Consumer/Digital

Product: ESPN+ Reach: 3 Million Creative: 12 second video ad featuring sports apparel and equipment BOGO- featuring sports the consumer most engages with. Time: August & September Increase frequency of delivery in last two weeks to create urgency. Granular 1st party data available to target adults. Combined with Target’s data, the message will get in the right spots at the right time. Goal: Increase awareness for the promotion and gather data of who is served the ad. This data is used to further reach via apps. Display Solutions- Direct to Consumer/Digital

Product: App Distribution – ABC, DisneyNow, A&E, History, ESPN, Lifetime Reach: Up to 330 million, dependent on data Creative: 8 second video ad featuring BOGO offer Granular 1st party data available to target sporting families. Combined with Target’s data, the message will be delivered to the right consumer. Example: Viewers 18+, lives within 5 miles of Target, has visited Target in the last 60 days, has visited Target.com or app in last 30 days, has shopped/searched for sporting goods in the last 14 days, has visited a Dick’s, Academy, or other sporting goods store in the last 60 days, has purchased youth sports club memberships Time: August & September Increase frequency of delivery in last two weeks to create urgency. Goal: Reach buyers highly likely to participate in a sale purchase. Display Solutions- Direct to Consumer/Digital

Product: Hulu & Hulu Gateway Go Reach: 35.5 Million 37-41% of Americans 18-44 subscribe to Hulu (Statista). Creative: 12 second video ad featuring BOGO sports apparel and equipment- links to an actionable drive to sale landing page through Target website. Time: May, June, July Granular 1st party data available to target moms and dads of youth ages. Combined with Target’s data, the message will get in the right spots at the right time. Goal: Increase awareness and purchase opportunity for the promotion Through the traditional use of video display through advertisements on cable and broadcast network television, a broad audience covering many key demographics is reached. Nearly 100% of American’s with a TV have an opportunity to see the advertisements. Target’s Best In Class Through the innovative uses of digital video display customers who are more likely to make a Retail Operations purchase are targeted to ensure maximum ROI & on advertising efforts. As a best in class in media company, Disney The Disney Umbrella partnerships enhance status, recognition, and drive sales to help Target become the number one discount store in America. Resources

Disney Annual Report 2019 https://thewaltdisneycompany.com/app/uploads/2020/01/2019-Annual-Report.pdf Variety: Disney & Google Ink Broad Multiyear Deal https://variety.com/2018/digital/news/disney-google-digital-advertising-deal-1203037372/ ADWEEK: Hulu Finally Unveils Transactional Ad Format GatewayGo, at New Fronts https://www.adweek.com/tv-video/hulu-transactional-ad-format-gateway-go-debut/ A+E Ad Sales Division https://www.aenetworks.com/divisions/ad-sales Disney Advertising Sales https://disneyadsales.com Target Weekly Ads https://www.weeklyads2.com/target/target-weekly-ad-january-1-2017/4/ App Store – Apple https://www.apple.com/ios/app-store/ Statista is sourced in deck where used