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State of the Screens

Media Companies and Buyers Are Finally Getting Serious About Data and Audience-Targeted Advertising

By May 21, 2018No Comments

The upfront market ended up being stronger than many expected thanks in large part to networks that utilized data-optimized targeting (advanced TV).

What is advanced TV? Advanced TV is the optimization of traditional linear TV ad buying against customer data (CRM, etc.) versus traditional age/gender demographics.

A few examples from the upfront market:
1) Turner (Audience Now): +100%
2) Fox (Audience Insights Manager ): +40%

Advanced TV targeting through set-top-box data has been around for 5+years but has recently built adoption and scale.

Roughly 10–15% of linear TV advertising is transacted currently against customer data. Most of the focus is on the shift to addressable advertising for TV, but the bigger opportunity is combining the scale of linear TV optimized with customer data.

More on this topic. Why AT&T Could Put the TV Advertising Revolution on Hold

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.