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State of the Screens

The Data-Driven Marketing Revolution Will Be Televised

By May 29, 2018No Comments

Adoption for addressable TV:
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.

Quote from Jim Nail — Principal Analyst @ Forrester:
“Your consumers have no problem switching between linear and digital (or using both at the same time). To keep up with their accelerating shift to an omnichannel video lifestyle, it’s time for your brand to develop an omnichannel video strategy.”

Addressable impressions through video on demand (VOD)(% increase):
1) 2014–6.3B
2) 2015–11.8B (↑ 87%)
3) 2016–17.9B (↑ 52%)
4) 2017–23.3B (↑ 30%)

Type of impressions for VOD:
1) Mid-roll — 76%
2) post-roll — 13%
3) Pre-roll — 11%

Quick math:
1) 36M households (HH) fall inside the Canoe footprint (Comcast, Cox and Charter Spectrum)
2) 23.3B impressions served in 2017
3) 647 impressions/HH
4) Assuming $50 CPM
5) $1.2B in total ad spend
6) $32 in ad spend per HH

More #1: Has Data-Driven TV Advertising Reached An Inflection Point?

More #2: 3 Ways Marketers Can Utilize Data-Driven Ad Spend in Upfronts

More #3: When It Comes To Addressable TV, AT&T Has The Scale And Verizon Has The Speed

More #4: Addressable advertising is growing, but it might not take over everything

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.