Klantcase Plan Nederland - Programmatic Buying Relatiedag 2017
Advanced TV: Programmatic Buying for the New Living Room
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Transcript of Advanced TV: Programmatic Buying for the New Living Room
Programmatic Buying For The “New” Living Room
@theTradeDeskInc
AUTOMATED AUDIENCE BUYING
advanced TV is:
DATA ENRICHED TV
TV AS WE KNOW IT IS CHANGING
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
SMART TV shipments over take traditional
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
THE LIVING ROOM NO LONGER EXISTS
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
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.
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
SMALL BUNDLES
À la CARTE
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
OTT migration is happening in ALL demos
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
OTT solutions are best positioned to cannibalize Linear TV if TV does not adapt
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
SVOD SUBSCRITION VIDEO ON DEMAND
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
(AVOD) AD-SUPPORTED
VIDEO ON DEMAND
HOW THE COST OF A SPOT HAS CHANGED
$1.98$19,700
$6.52$94,700
$21.45$129,600
$24.76$112,100
*SOURCE: Nielsen Media Research TV Cost and CPM Trends February Each Year
there is no crisis.
CPMs are rising, not falling.
advanced TV represents promise.
$4.5M
$627K
$400K
$345K
$189K$218K
$240K$212K
*SOURCE: AdAge How Much For A :30 Spot 2014
we call it the forward market
the TV upfront is here to stay
the digital/video team will buy TV
52%
Display Mobile Social Video TV Out of home Other (please specify)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
For what channels do you buy media pro-grammatically?
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
National Broadcast Networks
69%
what do buyers want?
CableSystems 48%
Local BroadcastStations
61%
Connected Devices 59%
61% Natl. Cable Networks 56% Local
61% Natl.
8% will spend between 6–10% of TV budget programmatically
<1 Year
PROGRAMMATIC BUYING FOR THE
NEW LIVING ROOM
97% would be most interested in buying :30 with PTV
93%
YOUTHANK
for listening@theTradeDeskInc