4 In a Multi-tasked Life, an Omniscreen 03 Strategy is Key 04 05 Think back to when you last watched TV. If you were on your phone, you may be like the roughly 80% of adults who are on their phone while watching TV. Samba TV recently 06 published data showcasing how most of us are multitasking on other devices while we watch TV. With one in three adults shopping online, this means an omniscreen approach 07 is critical to your Upfronts strategy. Brands that combine their linear TV and OTT strategy with addressable digital devices, maximize their share of attention. 08 09 Strategic Tips for Omniscreen Campaigns 10 • Advertising to audiences of non-advertising supported shows 11 • Conquesting competitors in real-time 12 • Reaching elusive cord-cutters 13 • Leveraging tentpoles on your own terms 14 US Simultaneous internet and TV users, 2017 - 2022 8 in 10 Millions and % of population U.S. adults look at a mobile device Simultaneous internet and TV users % of population while watching TV 191.1 192.7 197.3 173.1 180.7 1 in 3 165.7 70.4% 73.9% 73.9% 79.0% U.S. adults shop 65.8% 68.1% online while streaming TV 1 in 3 2017 2018 2019 2020 2021 2022 millennials have made purchases through QR Individuals ages 18+ who use a desktop/laptop or mobile device to codes shown on a TV ad go online while watching digital video or traditional TV content on a TV set at least once per month. Source: eMarketer, July 2022