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State of the Screens

New eMarketer Report Examines Advanced TV Targeting

By May 23, 2018No Comments

National TV ad spend share by targeting type:
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: Unpacking Omar Sheikh’s $100B Call On Future Of Data-Targeted TV Ads

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.”

68% of advertisers cite improved targeting/less waste as a leading benefit to advanced TV advertising.

More audience spend: Turner is pushing advertisers to increase their advanced TV spend to 5%.

Quote from David Levy — President @ Turner Networks:
“We’re seeing incredible double-digit incremental results on return on investment,”

ROI increase from shifting ad spend to audience targeting:
1) 5%
of spend — ↑ 6% ROI
2) 10% of spend — ↑ 12% ROI
3) 20% of spend — ↑ 24% ROI
4) 50% of spend — ↑ 60% ROI

More #1: Advanced TV Technology and Data: Hockey-Stick Begins

More #2: Brace Yourself For the Post-Diary TV World

More #3: TV’s New Punch Combo: Segmenting & Attribution

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.