Trade desk

FUTURE OF ADVANCED TELEVISION ADVERTISING

@DIGITALVISIONRY

THE FUTURE OF ADVANCED TVADVERTISING

the TV advertising landscape is changing

THE WORLD IS CHANGING HOW IT BUYS AND SELLS THE ANNUAL $600B IN

ADVERTISING.NEW WINNERS AND LOSERS WILL EMERGE FROM THIS TRANSITION.

EVERYTHING OF SIZE WILL BE TRANSACTED DIGITALLY.


the TV is evolving


SMART TV shipments over take traditional

ADVANCED TELEVISION RESEARCH

@DIGITALVISIONRY

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

Display Mobile Social Video TV Out of home Other (pleasespecify)

For what channels do you buy media programmatically?

AUTOMATED

AUDIENCE BUYING

programmatic (advanced) TV is:

DATA ENRICHED TV

Let’s Not Throw The Baby OutWith The Bath Water

PLEASECan We Not Throw The Baby Out

With The Bath Water


National Broadcast Networks

69%

what DO buyers want?

Cable

Systems 48%

Local

Broadcast

Stations61%

Connected

Devices 59%

61% Natl. Cable

Networks 56% Local

61% Natl.


8% will spend between6–10% of TV budgetprogrammatically in 2015


97% would be most interested

in buying :30 with PTV


< 1yearhow long do you believe it will take for a significant

portion of your TV spend to shift from directpurchased to programmatic?


21% will not spend TV budget programmatically next within 12 months


68% will measure PTV on impact on brand metrics


30% say PTV will maintain or increase

linear prices


52% how would you define the team responsible for buying programmatic TV?


THE CENTER OF GRAVITY IS MOVING RIGHT >>

PUBLISHER ACTIVATION IO BUSINESS

ARBITRAGE MATURE FORWARD MARKET

SPOT/RTB PURE AUCTION


45% currently use digital media data

to inform television buying


THERE WILL BE NO MOBILE, VIDEO, REGIONAL, BRAND OR SPECIALIZED DSPS


80% want to buy PTV using impressions and

GRPs

transparency (arbitrage)

resistance to

change

making

programmatic

TV really

programmatic


Infinite Viewer Choices, Global, Delivered OTT/Internet,

Fully Addressable

YOUTHANK

for listening@DigitalVisionry

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