Market Overview

Connected TV Makes Huge Strides in Political Advertising – Accounts for 30 Percent of Political Ad Spend on Telaria Platform


2018 midterm political video advertising expected to outpace 2016
presidential advertising

Telaria, Inc., (NYSE:TLRA), the complete software platform for
publishers to manage premium video advertising, reported findings from
its platform around political advertising trends in the first half of
2018. Spending on connected TV (CTV) comprised 30 percent of political
ad buys on Telaria's platform, up from one percent in 2016, illustrating
the growing need for advertisers to reach audiences in OTT environments.
Telaria expects video advertising for the midterm elections to
significantly outpace 2016 election spending on its platform.

According to Nielsen's Q1 2018 Total Audience Report, 67 percent of U.S.
TV households now have a connected TV device and viewing on those
devices is trending upwards. Telaria and national research firm Cygnal
found that viewers were more likely to be influenced on a voting
decision when they watched a political video ad. Political ad recall was
also twice as high on CTV compared to desktop display.

Additional findings in Telaria's platform include:

  • Political ad spend breakdown for 2016: display 80% / 19% mobile / 1%
  • Political ad spend breakdown for 2018: display 60% / 10% mobile / 30%

"Political advertising is not simply a matter of selling a product or
service; it has the potential to change the course of history," said
Mark Zagorski, Chief Executive of Telaria. "On both sides of the
political spectrum and at every level of office, advertising plays a
central role in the modern campaign outreach strategy. With connected
TV, buyers are getting the reach they want as well as the assurance of a
premium, safe advertising experience over which they have control,
rather than user generated content that can potentially cause problems.
Connected TV presents an effective, responsible and transparent
opportunity to engage with voters."

Importantly, advances in CTV technology such as frequency capping and
competitive separation enable a viewing experience very similar to the
broadcast viewing experience, and therefore much more attractive for
buyers. These features ensure ads do not repeat nor play adjacent to an
opponent's ad, a particularly important feature leading up to crucial
election dates.

"TV advertising has always been an important vehicle by which candidates
and issues advocates deliver their messages to their intended audiences
during election years. Now, with cord cutting on the rise and more than
half of Americans tuned into connected TV, political advertisers must
reach their constituents in non-traditional TV settings," said Olivier
Girault, Director of Business Intelligence at Telaria. "It appears a
significant number of political ad buyers recognize that connected TV is
perfectly positioned to take on that challenge."

About Telaria
Telaria, Inc. (NYSE:TLRA), is a complete
software platform to manage premium video advertising. We engineer the
most robust suite of analytics, automated decisioning, and integrated
programmatic and direct monetization tools in the industry. Global
publishers require total command of their business; Telaria's
independent solution empowers unbiased decisions for the best revenue
outcomes. Telaria operates out of 13 offices worldwide across North
America, EMEA, LATAM and APAC.

Forward-looking Statements
This press release contains
forward-looking statements that involve risks, uncertainties,
assumptions and other factors that could cause actual results and the
timing of certain events to differ materially from those set forth in or
implied by such forward-looking statements. All statements other than
statements of historical fact are forward-looking statements, including,
but not limited to, any statements concerning projections, future spend
on the Telaria Video Management Platform, or industry trends.
Forward-looking statements are not guarantees of future performance or
events and investors are cautioned not to place undue reliance on any
forward-looking statement. Furthermore, forward-looking statements speak
only as of the date on which they are made, and, except as required by
law, Telaria disclaims any obligation to update these forward-looking
statements to reflect future events or circumstances.

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