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State of the Screens

Investors are pumping money into TV measurement startups hoping to stop Facebook and Google from…

By October 10, 2018No Comments

Advanced TV continues to be one of the hottest markets for investors with upwards of $100M in venture capital raised recently.

Why is there so much interest in this space? Reasons include a huge market ($70B+) that is in the early stages of transforming from mass to targeted reach.

Big moves: Innovators from the digital space including LiveRamp are rolling out their advanced TV platforms with partners such as and Cross Screen Media to get ready for this shift!

Flashback #1: New eMarketer Report Examines Advanced TV Targeting

National TV ad spend share by targeting type:
1) Age/Gender — 95%
Advanced TV/Audience — ≈ 3%
Addressable — 2%

Quick math:
Total TV ad market — $70.2B
% targeted to age/gender — 95%
Total $ targeted to age/gender — $66.7B
Digital video spend — $12.6B

Big opportunity: For every $1 in digital video ad spend, there is $5 of traditional TV spend that is still targeted to age/gender.

Flashback #2: Analyst Doubles Down on Advanced TV Advertising

Quote from Omar Sheikh — Analyst @ Credit Suisse:
“Investors continue to regard U.S TV advertising as a structurally declining business, driven by erosion in viewing and competition from the growing reach of digital platforms,” Sheikh said. “In our view, if the TV industry can combine its reach with greater relevance by using technology to improve targeting, the medium will be well-placed to grow its share of the marketing mix over time. This will particularly be driven by below-the-line items, including direct mail and telephone marketing, which account for more than $100 billion of spend today.”

Flashback #3: The Data-Driven Marketing Revolution Will Be Televised

Adoption for addressable TV:
1) Fully using — 15%
Experimenting or not using — 85%

Adoption for advanced TV:
Fully using — 17%
Experimenting or not using — 83%

Huge opportunity: 83–85% of advertisers have not yet integrated either addressable TV or advanced TV into their ad plans.

More #1: ‘The vision is far ahead of practicality and reality’: AT&T’s plan to reinvent TV advertising is massively ambitious — and still very much unproven

More #2: Wunderman CMO at Dreamforce: ‘You are f — — — without first-party data’

More #3: TV Needs To Settle On Impression-Based Ratings

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.