iMedia October Breakthrough Summit - Launch Pad Day Case Study: "Disney/ABC Television Group: The TV and the Tablet" Karin Timpone, Senior Vice President, Product Strategy and Marketing, Digital Media, Disney/ABC Television Group

1. TV AND THE TABLETKARIN TIMPONE

2. Disney - ABC Digital Media… Connects consumers to our content anywhere, anytime Extends fan experience

3. First broadcast network on iTunes 2005

4. First broadcast network to stream ad-supported full episodes 2006

5. First broadcast network to offer full episodes on demand on a mobile platform 2005 2007

6. First broadcast network to offer expert and user commentary of full episodes 2010 2010

7. ABC Player for iPad app available at Apple iPad launch 2010

8. New platforms and devices are introduced everyday Resulting in increased media consumption by heaviest TV viewers Source: Knowledge Networks

9. Viewers watch anywhere and anytime… they really do! “I have watched shows in between meetings while sitting in my car in the parking lot.”

10. How do brands present themselves in the evolving media landscape?

11. ABC Player Demo Video

12. 1M+ downloads 10M+ episode starts “ABC turned out a phenomenal app for the iPad…” - Steve Jobs

13. And so does Phil Dunphy!

14. Fans have maximum flexibility in watching their favorite ABC shows All of ABC’s dayparts are in the app Primetime Daytime News

15. Overview of Branding Opportunities Consumer Engagement Same dynamic ad model as on ABC.com Ad units are 30 second video creative sequenced seamlessly with content Ownable Environment Ads play full screen in landscape mode Fast forward disabled Countdown timer with sponsor message Sync ad unit links to advertiser site in Safari

17. 62% are 18-49 years old

18. 57%are college graduates or higher37% watch video on ABC.com several times a week 81% are highly satisfied with the viewing experience 85% are highly likely to recommend watching on ABC.com to friends Source: ABC Research

19. Interactive ad pods within ABC’s full episode player increase advertisers’ key metrics Unaided brand awareness (+22%) Purchase likelihood Induce numerous actions Quarter of viewers interacted with the ads Almost a third of viewers had not seen the sponsor ad anywhere else Source: ABC Research

20. Research shows that a site’s content is strongly correlated with how its advertisers are perceived Brands on media sites are considered more: Reputable and of higher quality Relevant Respected Source: OPA

22. Took polls and quizzes, received behind the scenes infoABC Family Chatterbox Users can see what their friends and fellow fans are saying about the show

23. What’s working? Extending brand experience Presenting a clean and ownable environment for brands and partners Leveraging viewer and technology trends

24. Thank you!