RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

THE FUTURE OF TV inSoutheast Asia. OTT of state the on report A The Future of TV (No text/visual elements to exceed) to elements text/visual (No (No text/visual elements to exceed) to elements text/visual (No RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

2 THE FUTURE OF TV (No text/visual elements to exceed) to elements text/visual (No Contents 4 3 2 1 (No text/visual elements to exceed) to elements text/visual (No Key takeawaysKey by the numbers Asia, Southeast in OTT TV. traditional Goodbye OTT. Hello TV future of The here is 22 8 5 3 RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

3 THE FUTURE OF TV digital delivery and a new class of internet of new class a and delivery digital to from analogue shift the by buoyed content, demand diverse and vast a into evolving rapidly playersof controlling access to the airwaves. Today, TV is contentwas When television arrived in homes more than 60 years ago, From over From THE FUTURETVTHE OF HERE IS THEN Broadcast TV Before 1970s broadcast live at fixed times by a small number number small a by fixedat live times broadcast - the - air to on (No text/visual elements to exceed) to elements text/visual (No Cable / Satellite TV 1970s library of on - – 1990s demand and everywhere and demand - enabled devices. enabled - (No text/visual elements to exceed) to elements text/visual (No favorite TVthe "primetime" industry's choosing from myriad and smart TVs. Viewers now access the content of tablets, laptops, contentthrough phones, devices as such accessto democratizing servedirectly, consumers players streaming new internet, public the to connected boxes top revolution a In over by off kicked TVdemand on 2000s - 2010 programs on any device, anywhere, anytime. device,anywhere, any programs on sources sources process their to watch — - the on - - demand demand top (OTT) digital set digital (OTT) top 2010 TV Anywhere – Present — disrupting disrupting NOW their their - RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

4 THE FUTURE OF TV 2. eMarketer, APAC dominates in in dominates APAC eMarketer, 2. 2019 Marketers, Advanced for Playbook Video Streaming OTT IAB, 1. content. the watch to want they device which on and watch, to want they when watch, to want over content video theinternet. OTT provides users with the professional freedom to choose what they watching for platform a as defined is OTT For the purpose of this report, this of purpose the For What is OTT anyway? THE FUTURETVTHE OF HERE IS mobile phone video viewership, 2019 viewership, video (No text/visual elements to exceed) to elements text/visual (No (No text/visual elements to exceed) to elements text/visual (No 8% in North North 8%in America versus 2023 in in Asia place video viewership will take theof world’s 60% mobile phone mobile RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

5 THE FUTURE OF TV Hello OTT. Goodbye traditional TV. (No text/visual elements to exceed) to elements text/visual (No (No text/visual elements to exceed) to elements text/visual (No RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

6 THE FUTURE OF TV TheTrade Desk: Future ofsurvey TV (Number of people using least at 1 OTT successful campaigns that go beyond traditional TV. traditional beyond go that campaigns successful shape help to information and tools features report are simply not possible with traditional linear TV. This that ways massivein to data their TV apply can campaigns Advertisersare toOTT, shift. embrace eager this With they post OTT usage their to increase intend percent 39 and pandemic the before OTTthan more watching acceleration: 57 percent of viewers in Southeast Asia are this of driver major a be will COVID Furthermore, in the region, that shift is only going to accelerate. OTT with And penetration levels now averaging percent 31 viewers are driving a transformation in the TV landscape. OTT over everyof content hours internet the month, billion With 180 million viewers in Southeast Asia consuming 8 OTT is going mainstream in Southeast Asia Southeast in mainstream going is OTT GOODBYE TRADITIONAL TV. HELLO OTT. (No text/visual elements to exceed) to elements text/visual (No platformin P3M = 2400) - COVID. (No text/visual elements to exceed) to elements text/visual (No RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

7 THE FUTURE OF TV EntertainmentIndustries all for growth (Projected 2018 2019, 1. Increasing connectivity OTT adoption is on the rise in Southeast Asia. Here’s why. Here’s Asia. Southeast in rise the on is adoption OTT GOODBYE TRADITIONAL TV. HELLO OTT. more viewers online. accessible while bringing more streaming making 2018, since percent 40 about by declined has broadband datamobile and of cost The services. high increasing adoption of intense competition are and lower fees due to Betterinfrastructure Cable, Worldwide mobile data pricing: The cost of 1GB of mobile data in228 countries,Worldwidepricing: Cable,of costmobiledata ofThe1GB 2020,costof The fixed mobileCable, data 2. - speed internet internet speed 10 ASEAN member countries) 4. Media Partners Asia, Partners Media 4. countries) member ASEAN 10 1,2 (No text/visual elements to exceed) to elements text/visual (No Rising Disposable Income Disposable Rising and Vietnam by 2022. Thailand, Philippines, the class in Indonesia, Malaysia, join the ranks of the middle newmillion consumers will 50 entertainment. on spend middle class more to willing in the region is producing a Steady economic growth Asia Pacific Online Video & Broadband Distribution 2020BroadbandDistributionOnline& Video Pacific Asia 3 from advertising. come to expected is region revenue video online the in of percent 74 2024, By greater tolerance for ads. their consumers and Asian Southeast of sensitivity price the to cater to services supportedvideo ad free offering are region More OTT the players in supported Growth of ad - line br line (No text/visual elements to exceed) to elements text/visual (No oadband in 206 countries, 2020 countries, 206 in oadband services - , 2019, 5. 4 Alphabeta , 3. OECD, Economic Outlook for Southeast Asia, China and India India and China Asia, Southeast for Outlook Economic OECD, 3. - , Asia, - On - Demand:The Growth of VODInvestment in Local Greater content variety on local content local on 2022. by billion $4 nearly spend to expected are players OTT content. local and regional library of high growing a contentand international popular are Southeast Asian consumers benefitting benefitting - quality quality from both 5 RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

8 THE FUTURE OF TV by the numbers the by Asia, Southeast in OTT (No text/visual elements to exceed) to elements text/visual (No (No text/visual elements to exceed) to elements text/visual (No RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

9 THE FUTURE OF TV How we conducted thesurvey OTT IN SOUTHEAST ASIA, BY THE NUMBERS THE BY ASIA, SOUTHEAST IN OTT media consumption habits. media were Asia their asked about Southeast consumersin 4 and Vietnam. Singapore, Thailand, the Philippines, Malaysia, including Indonesia, across Southeast Asia, were countries covered 6 ,500+ were included. were in the last three months who have watched OTT 16+ aged viewers OTT 2,400+ and partners in buyers, media players, OTT conductedwith were interviews expert 12 x Southeast Asia. (No text/visual elements to exceed) to elements text/visual (No (No text/visual elements to exceed) to elements text/visual (No RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 10 THE FUTURE OF TV across Southeast Asia average 31 1 Campaign Asia, Asia, Campaign 1 OTT is one of the fastest growing media channels in Southeast Asia Southeast in channels media growing fastest the of one is OTT OTT IN SOUTHEAST ASIA, BY THE NUMBERS THE BY ASIA, SOUTHEAST IN OTT from 2019 revenue, video online Asian Southeast of CAGR forecasted 4% Asia Southeast in viewers OTT 180MM % OTT penetration penetration OTT - Online video revenue in APAC set to doubleoverto yearsOnline 5set APACrevenue videoin 2024 1 (No text/visual elements to exceed) to elements text/visual (No , 2019, 13MM / 38% / 13MM Malaysia 26MM / 38% / 26MM Thailand 36MM / 37% / 36MM Vietnam 3M Singapore M / 47% M / (No text/visual elements to exceed) to elements text/visual (No penetration, by country Number of viewers and 36M The Philippines M / 34% M / 66M Indonesia M / 24% M / RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 11 THE FUTURE OF TV increase viewing time in the future. moreThailand, 5 4 expectin than to more OTT post watch to expect viewers 5 in 2 continue: to likely is momentum The started. pandemic COVID the before to compared OTT are thatthey more spending on time More OTT of half than viewers indicated OTT platform in P3Minplatform2400) = OTT TheTrade Desk: Future ofsurvey TV (Number of people using least at 1 before than pandemic the during more watching OTTof viewers are 57% boost ishere to stay The pandemic BY THE NUMBERS ASIA, SOUTHEAST IN OTT - COVID. In Indonesia and and Indonesia In COVID. in the future increase OTT viewing or to maintain plan 72% - related related (No text/visual elements to exceed) to elements text/visual (No - 19 39% SEA 33% Intention to increase maintain or OTT usage post Singapore 44% (No text/visual elements to exceed) to elements text/visual (No 22% Indonesia 30% 43% Maintain Thailand 40% 45% Increase Philippines 34% 30% Vietnam 46% - COVID COVID 26% Malaysia 40% 29% RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 12 THE FUTURE OF TV hours of OTT per day. watching are heavy users OTTof users the region in 18 TheTrade Desk: Future ofsurvey TV (Number of people using least at 1platform OTT inP3M =2400) four hours daily. daily. hours four three viewersin where users, one more watches than Philippines leadsthe region proportion in heavy of day. per hours four five qualify as heavy users hours of content they day tune each to in OTT. five four viewers in more or Regionally, one watch ever than video OTT Viewers are streaming more OTT IN SOUTHEAST ASIA, BY THE NUMBERS THE BY ASIA, SOUTHEAST IN OTT % more four than — — watching more more than more more watching in Southeast Asia per day. average the user by heavy hours of OTT are watched 6.1 (No text/visual elements to exceed) to elements text/visual (No One in (No text/visual elements to exceed) to elements text/visual (No SEA 19% 54% 27% Singapore Casual (<1hour) Viewer segments byOTT usage inday a 29% 56% 14% Indonesia 31% 54% 16% Mo derate (1-<4 hours) (1-<4 derate Mo Thailand 13% 66% 22% Philippines 11% 57% 32% Heavy(>4 hours) Vietnam 39% 52% 9% Malaysia 19% 61% 20% RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 13 THE FUTURE OF TV TheTrade Desk: Future ofsurvey TV (Number of people using least at 1platform OTT inP3M =2400) in a month in Southeast Asia. hours of OTT are watched 8 billion down bycountry Breaking consumption OTT IN SOUTHEAST ASIA, BY THE NUMBERS THE BY ASIA, SOUTHEAST IN OTT Malaysia consume the fewestMalaysia hours OTT. of and size, Singapore population smaller toDue their month. a days 19.4 average the Thai with month), per while Thailand leads the region in frequency (days viewed viewer, per hours 3.1 of average an with day) per watched The Philippines leads the region usage in (hours of OTT OTTof per month. a mostOTTthe three hours content,almost watching billion Acrossconsumes absoluteregion, terms, the in Indonesia (No text/visual elements to exceed) to elements text/visual (No OTT viewer tuning in in tuning viewer OTT Size of bubbles indicates the amount of hours of OTT consumed (millions) (No text/visual elements to exceed) to elements text/visual (No Singapore OTT consumption by market Malaysia Vietnam Indonesia Philippines Thailand RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 14 THE FUTURE OF TV TheTrade Desk: Future ofsurvey TV (Number of people using least at 1platform OTT inP3M =2400) in Southeast Asia viewing OTT per day spent time Average 2.5 hours to rival traditional TV traditional rival to beginning is consumption OTT OTT IN SOUTHEAST ASIA, BY THE NUMBERS THE BY ASIA, SOUTHEAST IN OTT just 4% viewers,these Among OTT monthly formonth 2.5hours per day. On average, users log on to OTT platforms 17 days per behind TV. behind per month in Southeast Asia Southeast in month per viewed is OTT days Average 17 days (No text/visual elements to exceed) to elements text/visual (No consumption lags consumption Size of bubbles indicates total amount of time spent on channel Usage (No text/visual elements to exceed) to elements text/visual (No OTT Media consumption bychannels Traditional Traditional TV Social Media Social UGC Frequency RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 15 THE FUTURE OF TV P3M = 2400) = P3M CommonC5a/C5b.timeslotsweekday/weekend; 2011 primetime, really is time What Nielsen, 1. TV traditional is the primetime slot for 8 the survey.the to prior months three the in all TVat traditional watched Nearly one in five OTT Malaysia. pronounced in especially prefer with TV traditional competition primetime. into it bringing are peaks viewership OTT primetime TV disrupting is OTT OTT IN SOUTHEAST ASIA, BY THE NUMBERS THE BY ASIA, SOUTHEAST IN OTT – to 11pm tune 1 in . between viewers report that they haven’t 70 8PM to 8PM trend The 12AM. is percent of all OTT all of percent (Number of people using at least 1 OTT platform in in platform OTT 1 least at using people of (Number watch traditional TV at all all TVat traditional watch OTTof viewers did not 17% in the past three months. (No text/visual elements to exceed) to elements text/visual (No viewers (No text/visual elements to exceed) to elements text/visual (No 12am-4am 8% 4am-8am 10% OTT viewership bytimeday of % 8am-12pm users who prefer to view 26% 12pm-4pm 33% Thailand: 58% Thailand: 4pm-8pm 50% M alaysia 8pm-12am : 77% 70% RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 16 THE FUTURE OF TV OTT platform in P3Minplatform2400) = OTT TheTrade Desk: Future ofsurvey TV (Number of people using least at 1 favorite content is on OTT. OTTof viewers say 57% especially valued in the Philippines. the in valued especially user This differentiatoris the main of OTT from experience. social a offers OTT But also control over contentand to watch. when favorite their offers it that is platforms OTT top draw the agreeof that unanimously Asia Southeast across viewers OTT programming ison OTT Viewers’ favorite BY THE NUMBERS ASIA, SOUTHEAST IN OTT - generated content platforms and is their their (No text/visual elements to exceed) to elements text/visual (No with onlinemy social To keep upto date regional average regional Thecountry flag indicates thisthat reason isamong themarket’s top3least andwas rated at 20pp more than the To keep upto date on world and news network current affairs outside of the home the of outside To watch the show (No text/visual elements to exceed) to elements text/visual (No OTT Top reasons for watching OTT Traditional TV Traditional To watch my favorite shows YouTube interests, hobbies and hobbies interests, To pursue personal To watch the show at passions familyand friends together mywith my own time own my To enjoy shows Social Media Social RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 17 THE FUTURE OF TV for free content. free for viewing ads in exchange viewers are open to Southeastof OTTAsian 89% TheTrade Desk: Future ofsurvey TV (Number of people using least at 1platform OTT inP3M =2400) for free content content free for ads embrace Consumers will watch viewers in Indonesia and Some markets are especially ad tolerant: 38 percent of accept two or more ads per hour of free content. ads ten OTT in nine viewers Roughly will Southeast Asia in NUMBERS THE BY ASIA, SOUTHEAST IN OTT in exchange for free content. Of those, 88 percent will four or more ads for each hour of free content. free of hour each for ads more or four 4 2 percent in the Philippines the in percent (No text/visual elements to exceed) to elements text/visual (No view (No text/visual elements to exceed) to elements text/visual (No SEA 12% 56% 32% No. of acceptable of No. ads infree one hourof content Singapore 18% 62% 20% Indonesia 1 52% 38% 9% 2 to 3 Thailand 59% 32% 9% Philippines 11% 47% 42% 4 moreor Vietnam 61% 31% 8% Malaysia 18% 56% 25% RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 18 THE FUTURE OF TV more oneOTT than platform. OTTof viewers the SEA in use 80% TheTrade Desk: Future ofsurvey TV (Number of people using least at 1platform OTT inP3M =2400) a brand viewers reach million in more 100 than potentially can Acrossmarkets coveredsix the advertisers study, this in and Thailand, in Digital iWantTFC Examplesplatforms such include of also tune in to one or more ad region,contentthe ten thoseviewersvideo in in six of their in Southeast Asia. While 92 percent of OTT viewers pay for percentOTT80 of viewers use more OTT one than platform platforms OTT 100M viewers use ad OTT IN SOUTHEAST ASIA, BY THE NUMBERS THE BY ASIA, SOUTHEAST IN OTT - safe environment. safe in the Philippines, FPT Play in Vietnam, True meWATCH - supported platforms. the region. across platforms supported viewers are active on ad million 100 (No text/visual elements to exceed) to elements text/visual (No in Singapore - Vidio supported in Indonesia, . - (No text/visual elements to exceed) to elements text/visual (No SEA 41% 50% 8% Singapore 49% 43% 7% Usage: adsupportedUsage: vs subscription Ad-supportedonly Indonesia 12% 40% 48% Thailand 12% 30% 57% Subscription only Subscription Philippines 45% 50% 5% Vietnam Both 39% 53% 7% Malaysia 45% 49% 6% RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 19 THE FUTURE OF TV TheTrade Desk: Future ofsurvey TV (Number of people using least at 1platform OTT inP3M =2400) sharefor ad market OTTlead players Regional maximize reach. their need to more work platform one with typically to than given the region’s fragmented OTT landscape, With top OTT players differing market by market, like like entrants Chinese newer by followed is This viewing. OTT overall ad subscription offer both that players Regional NUMBERS THE BY ASIA, SOUTHEAST IN OTT - supported viewing, like like supportedviewing, TrueID and LINE TV. WeTV and - supportedviewing iQiYi Viu and rising local players and (No text/visual elements to exceed) to elements text/visual (No iflix , lead share lead , of - based and and based advertisers and (No text/visual elements to exceed) to elements text/visual (No 27% 58% 42% Viu Top OTT brands offering ad 24% 57% 43% iflix Ad-supported (% share of all OTT viewers) viewers) OTT all of share (% WeTV 60% 40% 11% Subscription-based TrueID 10% 62% 38% - supported viewing iQiyi 75% 25% 9% LINE TV LINE 100% 9% RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 20 THE FUTURE OF TV TheTrade Desk: Future ofsurvey TV (Number of people using least at 1platform OTT inP3M =2400) OTT on smart TVs. smart on OTT aged 35 viewers OTT smartphones, on viewing more spend time in Singapore and Vietnam. And, while younger viewers Share of viewing on smart TVslandscape. is higher than smartphones OTT the of part important an into evolving However, in terms of share of time spent, smart TV is important device for OTT consumption in the region. most the remains to access OTT, mobile smartphones With nine in ten Southeast Asian OTT viewers using their TVsSmart are most promising. Smartphones are most popular. OTT IN SOUTHEAST ASIA, BY THE NUMBERS THE BY ASIA, SOUTHEAST IN OTT - plus are more likely to spend more time watching watching more toare spend time plus more likely (No text/visual elements to exceed) to elements text/visual (No 16 (No text/visual elements to exceed) to elements text/visual (No - Smartphone Smartphone 24s: 46% 24s: 34% 89% Device penetration OTT among viewers Smart TV Smart Laptop 29% 67% Vietnam: 84% Vietnam: 55+s: 41% 55+s: Share OTT of viewing time Smart TV Smart Laptop 20% 65% Computer Desktop at ng Casti Device 17% 45% Thailand: 50% Thailand: Vietnam: 48 Vietnam: Digital Set Digital Top Box Top 16% 40% Tablet % Digital Set Digital Computer Desktop o ox b Top 15% 29% Thailand: 43% Thailand: Console Gaming 12% 24% Tablet Console Gaming at ng Casti device 17% 7% RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 21 THE FUTURE OF TV TheTrade Desk: Future ofsurvey TV (Number of people using least at 1platform OTT inP3M =400) Chinese programming. Chinese for in tunes five in one while content, Korean watching Korea also draws eyeballs: 39 percent of viewers report Imported content from Asian powerhouses regional like programming. western and Vietnam, where local content is more popular than Thailand like markets in especially usage, OTT drives significant content language Local blockbusters. Hollywood imported than more want viewers OTT consumption OTT drives content Local REGIONAL OVERVIEW REGIONAL (No text/visual elements to exceed) to elements text/visual (No (No text/visual elements to exceed) to elements text/visual (No Philippines: 64% Philippines: Western Malaysia: 64 54% Content consumption bygeographical origin % Local 43% % of users who report watching Thailand: 54% Thailand: Korean 39% Chinese 23% Singapore: Singapore: 46% Japanese 15% RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 22 THE FUTURE OF TV Key Key Takeaways (No text/visual elements to exceed) to elements text/visual (No (No text/visual elements to exceed) to elements text/visual (No RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 23 THE FUTURE OF TV in media plans. a non becoming fast is OTT TV primetime. during eyeballs stealing TV at OTTand all, is into traditional tuning havethem stopped of million 31 platform. hours the on billion 8 collective a spending OTT,are on people million 180 Today, eyeballs the Follow The implications for brands and marketers are huge KEY TAKEAWAYS - negotiable line and income segments. genders, age groups, all across reach to brands allows OTT and demographics segments audience Access coveted (No text/visual elements to exceed) to elements text/visual (No in Vietnam. viewers (35+) and older among popular especially is and OTT, on spent time shareof has the second highest Specifically, Smart TV devices.multiple OTTacross watch percent 80 but OTT, viewers Asian access Southeast way dominant Smartphones are the TV smart on eye an with smartphones, on Focus (No text/visual elements to exceed) to elements text/visual (No and recall. levels of interaction viewers report high free content, and OTT exchangethe for ads of consumersembrace Southeast Asian advertising your with engage to ready audiences Reach of campaigns. of performancethe marketers benchmark help also can data brand recall Adand viewers over and over. same the reach to surearen’tpaying they markets make and toleranceof across preferenceslevels and factor in different ad Marketers should on ad preferences data with campaigns track and Tailor RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre 24 THE FUTURE OF TV valuable viewers. valuable most your toward optimize yourcampaigns Koa more. and geography, content, contextual, demographics, including interests, your media buys on data audience party first rich Layer Data Work with The Trade Desk to make the most of the OTT opportunity opportunity OTT the of most the make to Desk Trade The with Work KEY TAKEAWAYS Access tools to reach more than 100 million Southeast Asian viewers using data ™ - drivenbuying Use our AI engine our Use engine AI to automatically automatically to - and third — - awareness. brand track and build rates completion to viewability and high of advantage take Or, OTT. sales tooffline ads on visits and online and in attributing and measuring by results business real Tie your investment to results world Measure real (No text/visual elements to exceed) to elements text/visual (No - store including OTT. all channels, frequency cap across week. minute, or hour, day, the to down time real your ads appear where, and how often you decide when, with The Trade Desk, When buying OTT frequency capping Real - time You can can You (No text/visual elements to exceed) to elements text/visual (No — in deals within one platform. one within deals and manage all your OTT platforms. OTT regional and local top premiuminventory from Advertisealongside platform one within inventory, Premium Activate - driven OTT buying. manage and track. and manage third without the need for safety brand Complete Brand safety - party tools to tools party RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

THE FUTURE OF TV For more information, contact us at inpartnership with Division, Consulting the located in Singapore. helpdrive incremental growth for This clients. our document developed is blendpeople expertise and industry experience to build that solutions Fortunecompanies 500 global countries.in 100 Our team of consultants company,a part of and WPP with services employed by over half of the world’s the Kantaris leading marketing data, and insight consultancy Kantar sidefocus, to deliver on branding and performance for worldwide. clients initialimpression to conversion. The Trade maintains Desk a pure buy detailedreporting that gives you more into insights your audience, from most expressivethe bid capabilities in market, full campaigns.The Trade empowers Desk buyers at campaign the level with technologyto manage display, social, mobile, and video advertising best advertisers aggregators, their and agencies, offering by growing fastest becomethe demand has real of pioneers the by 2009 in Founded Trade The Desk About The Trade Desk and Kantar [email protected] - time bidding, The Trade Desk - sideplatform in industry the (No text/visual elements to exceed) to elements text/visual (No - funnelattribution, and - in - class - (No text/visual elements to exceed) to elements text/visual (No RHS visuals should not exceed Top of section header text box Baseof body text box Endof footer text box Top of footer text box Bodytext cap height T1 T1 3 rows max T1 T1 Cap height Centre line Centre

THE FUTURE OF TV For more information, contact us at September 2020. Singapore, Malaysia, Vietnam, Thailand and Indonesia in Philippines, the in consumers, 16+ ages 4,500 among survey a conducted Kantar Kantar. company, research market the by out This report was commissioned by The Trade Desk and carried customa and data customer available platform,publicly survey. The data highlighted in this report comes from The Trade Desk Methodology [email protected] (No text/visual elements to exceed) to elements text/visual (No (No text/visual elements to exceed) to elements text/visual (No