5 Elusive and Expensive Viewers: 03 Go Where Your TV Ad Dollars Cannot 04 05 The Ad-free Conundrum 06 Many of the most popular TV programs reside on ad-free platforms or premium cable networks. Last of Us, Succession, Suicide Squad, and Yellowstone draw scores of 07 viewers, but brands have been forced to sit on the sidelines, unable to incorporate these valuable and elusive viewers into their media strategy. 08 Now providers like Netflix and Disney, who have historically relied on a streaming video- 09 on-demand (SVOD) model, are embracing advertising-based video-on-demand (AVOD). This presents an exciting value proposition for advertisers and content owners looking to 10 reach their target audiences at scale. 11 12 Strategic Tips for Reaching Elusive Audiences 13 There *is* a way to reach these elusive 14 viewers by combining TV viewership data with innovative measurement strategies: • Partner with a first-party TV data provider that offers accurate and scalable audience segments of these ad-free programs. This requires advanced ACR capabilities that feed into the targeting capabilities. • Leverage cutting-edge creative capabilities, rather than simply recycling linear ads. • Redirect TV ad budgets toward digital media, premium OTT publishers, and even the walled gardens of social media to engage these elusive audiences. This also allows brands to reach cord-cutters on addressable digital devices through proven data-driven tactics. • For those committed to linear TV strategies, utilize custom audience discovery insights to determine what additional programs elusive audiences are watching and reallocate ad dollars to digital tactics powered by TV data.