MEDIA KIT. adworks.att.com 1 MEDIA KIT

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2 AT&T AdWorks has advanced TV and multi-screen solutions for your brand More Scale More Targeted More Screens We combine unparalleled scale in TV advertising with precise targeting capabilities to deliver a better ROI for advertisers. And we can extend addressable TV campaigns across screens. 2 MEDIA KIT

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4 AT&T AdWorks Media Solutions Linear TV Audience Targeting Sports Interactive TV Multi-Screen Clusters Run your ad on the most popular, demographically targeted networks. AT&T AdWorks offers placement within 100+ top-tier networks across traditional dayparts. Super Spots Super Spots lock you into season premieres, finales, and other marquee programming. Video on Demand Serve ads to actively engaged customers via non-skippable ad units in premium Video on Demand content. Addressable TV and Cross-Screen Addressable Serve ads to your target audience with the largest linear addressable TV platform. Find the same consumers on mobile and desktop across tens of billions of impressions with Cross-Screen Addressable. Data-Driven Linear Unbundle clusters for a smarter, targeted linear buy. Utilize advanced, anonymized set-top-box data to index the networks and dayparts that best reach your target audience across all verticals. NFL SUNDAY TICKET and Live Sports Tap into the most passionate fans with NFL SUNDAY TICKET, exclusively on DIRECTV.. We can guarantee premium placement in sports programming events yearround and sponsorships within our Sports Apps. Overlays and ichannels Engage viewers beyond the traditional :30 spot and allow them to interact with your content directly on screen. Interactive overlays and ichannels offer viewers a fully custom-branded experience. DIRECTV NOW and TV Everywhere Whether your audience is at home or on the go, connect with them across screens and within premium TV content. 4 MEDIA KIT

5 Addressable TV Serve ads to your target audience with the largest national addressable TV platform. Addressable TV is the process of serving household specific TV advertising based on an advertiser defined target in a privacy compliant manner regardless of programming or time of day in both live and Efficiency Eliminate the waste associated with traditional ad buying and guarantee that 100% of your impressions are served to your intended target households. Effectiveness The commercial is sent only to the specific target household DVRs to be inserted either in live or playback mode. Insights AT&T AdWorks offers detailed post-campaign reporting and closed loop studies to determine lift and true ROI using a control vs. exposed methodology. playback modes. 5 MEDIA KIT

6 Data Partners Measure the impact and effectiveness of your Addressable campaign. We deliver an unparalleled level of campaign insights and analytics across all categories and verticals. We proudly work with Acxiom, comscore, Crossix, Experian, Nielsen, Polk and other leading data providers to deliver custom data that verifies and validates our insights as well as the metrics you define at the outset of your campaign. 6 MEDIA KIT

7 Presence Across Top-Rated Networks Addressable Networks 7 MEDIA KIT

8 Cross-Screen Addressable Serve ads to the same target audience on TV and digital devices across tens of billions of impressions. By reaching the same consumers across channels, gain insights into how media can influence sales lifts and tune-in conversions. Identify Addressable households that meet advertiser s target criteria Identify digital devices associated with target Addressable homes Serve ads to target audience across TV and digital devices Provide cross-screen measurement across the marketing funnel 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies 8except under written agreement. 8 MEDIA KIT

9 Network Level Optimization Data-Driven Linear Data-Driven Linear Advantages: Data-Driven Linear allows advertisers to better Data Inventory Measurement Our Promise reach their target audience within premium linear TV inventory. Using anonymized DIRECTV STB data, networks and dayparts are indexed to build a highly efficient and scalable TV campaign and can be Comprehensive data segments to identify your target audience Premium TV inventory across 75+ networks and the most desirable dayparts Post-campaign reporting proves the effectiveness of dataoptimized media A fully transparent solution delivered across our full DIRECTV footprint. 9 MEDIA KIT

10 Multi-Screen Ad Solutions 100% Authenticated Audience Premium Long-form Video Safe/Brand-friendly Environment DIRECTV NOW Influence cord cutters, cord shavers, millennials, and mobile-only viewers with our OTT offering. Ad Opportunities Digital Video Pre/Mid/Post Roll Video TV Everywhere Connect with the increasingly fragmented TV viewing audience wherever and whenever they are watching content. Ad Opportunities Digital Video Pre/Mid/Post Roll Video Dynamic Display Ad (Companion Banner Ad) 10 MEDIA KIT

11 itv In-Commercial Overlays Generate quick engagements with your brand without viewers having to exit their show. ichannels Drive brand awareness with a dedicated branded channel that engages viewers with robust functionality. Interactive Television Go beyond traditional advertising with Interactive Television through AT&T AdWorks largest itv enabled platform in the industry. Increase awareness and recall by inviting consumers to interact with your brand through an in-commercial overlay or a fully branded ichannel. In-depth reporting gives you real insights from consumers who are opting-in to your message. Telescope Triggering Trailer/Video VOD RFI Polling Coupons Click-to-Record 11 MEDIA KIT

12 Premium Sports AT&T AdWorks sports fans watch 35% more sports than the average viewer 1 sports fans & exclusive opportunities are a winning combination That's because there's more to watch. We offer an unprecedented 100,000+ hours 2 of the biggest live sporting events in TV including the Final Four, NFL Playoffs, NBA Finals, Stanley Cup Finals, MLB Playoffs, NASCAR and US Open Tennis Finals. DIRECTV NFL SUNDAY TICKET Don t get locked out of the NFL season. AT&T AdWorks offers ingame, pre-game, and half time placement throughout the football season. AT&T AdWorks airings of high-profile sporting events like Monday Night Football, Thursday Night Football & the NCAA tournament provide ratings scale and place within the top 25 of Cable Rankers. 1 Nielsen Media Research, 2015, live viewing, broadcast & cable. 2 Nielsen Media Research. Integrated NFL Branded Opportunities Include on-screen apps, broadcast segments in the RED ZONE CHANNEL, and branding opportunities in the Game Mix Channel. NFL SUNDAY TICKET Max Engage the most passionate NFL fans anywhere they go. NFL SUNDAY TICKET Max extends incomparable access to every play, every hit, and every catch across virtually ANY device. 12 MEDIA KIT

13 Linear TV An AT&T Cluster buy gives impressions you need at an impressive value and Super Spots get you access to the hottest sold-out shows on television 25.5M Clusters Run an ad across our full national footprint, and choose from over 100+ top-tier cable networks aligned into nine demographically targeted clusters for maximum impact. AT&T AdWorks clusters allow you to serve ads to your audience in a powerful yet cost effective manner. Super Spots Locked out of sold out premium inventory on cable networks? An AT&T AdWorks Super Spot provides the opportunity to secure premium inventory during the hottest season premieres, finales, and other marquee programming. Video on Demand Viewers want to watch premium TV content when it is convenient to them. Make the same impact as primetime TV but with measurable engagement and non-skippable ad units. Ad Opportunities Pre/Mid/Post Roll Video :15, :30, :45, :60, :90 units 13 MEDIA KIT

14 Media Clusters Adult Male Young Adult Female Kids Sports Lifestyle News Spanish Language Entertainment Information *Direct Response Only 14 MEDIA KIT

15 Media Clusters Adult Male Young Adult Female Kids Sports Lifestyle News Spanish Entertainment Information *Direct Response Only 15 MEDIA KIT

16 Drive Sales Generate Leads Increase Response Measure Attribution Ensure Accountability Direct Response Short-form Direct Response AT&T AdWorks provides comprehensive options ranging from targeted clusters, marquee live sporting events, branded interactive channels, and our in-demand Addressable capabilities to meet your advertising needs. Long-form Channels When your message demands more than a sixty-second spot, our long-form placements give you the time you need. Block time (monthly) Full-time channel (quarterly or yearly) Monthly Quarterly Multi-year 16 MEDIA KIT

17 AT&T AdWorks TV Subscriber Audience Profile DIRECTV and U-verse Income 69% have income $50K+ 51% have income $75K+ 30% have income $100K+ Has Children 51% Owns A Home 77% Male 49% Gender Female 51% Subscriber Coverage Across All 210 DMAs Pacific 22.0% West Central 14.4% Southwest 17.9% Southeast 24.4% Northeast 9.2% r East Central 12.1% College Degree 32% Owns A Smart TV 38% 70% Live in A/B counties Source: Nielsen Media Research, P2+ Universe Estimates 2Q MEDIA KIT

18 Ad Specifications and Delivery Asset Specifications Documents Linear DIRECTV and U-verse Traffic Instructions Long-form Infomercial Traffic Instructions Addressable Traffic Instructions Cross-Screen Addressable Specs Traffic Team DIRECTV Linear U-verse Linear Addressable TV Everywhere/DIRECTV NOW Specs Interactive Video Specs Video on Demand Dynamic Ad Insertion Specs 18 MEDIA KIT

19 Contact Rick Welday President Jason Brown Vice President, Head of Sales Amy Leifer Vice President, Head of Operations Matt Van Houten Vice President, Head of Product CALL US US ONLINE New York One Rockefeller Plaza New York, NY Chicago 444 N Michigan Avenue Chicago, IL Los Angeles 2260 E. Imperial Highway El Segundo, CA MEDIA KIT

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