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Future of TV and Video Advertising Convergence

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FUTURE OF TV AND VIDEO ADVERTISING
BACKGROUND & BIASES
TV IS NOT GOING TO THE WEB web-like business models are coming to TV.
VIDEO AD CONVERGENCE: DATA AND AUTOMATION 2013 2018 TV 2023 TV TV Digital Video Digital Video $3.5B $74B LITTLE CROSS-CHANNEL BUYING COORDINATION. NO INTEGRATION Digital Video $8B $85B SOME CROSS-CHANNEL COORDINATION & INTEGRATION $20B $95B FULL CROSS-CHANNEL COORDINATION & INTEGRATION Audience-Based Programmatic
COMMON MEDIA METRICS USED TODAY ONLINE TV Impressions (GRPs) Impressions Visitors Viewers Reached Unique Visitors (Unduplicated Reach) Unique Viewers Reached Brand Lift Brand Lift Purchase Data and Behavioral Targeting Cost-per-click Cost-per-acquisition Customer Data SALES
ADDITION OF GRANULAR AND CROSSPLATFORM METRICS TIED TO SALES ONLINE REACH Impressions End-to-End Measurement TV Impressions (GRPs) Visitors Viewers Reached RESONANCE Unique Visitors (Unduplicated Reach) Brand Lift Unique Viewers Reached Brand Lift REACTION Cost-per-click Cost-per-acquisition Purchase Data and Behavioral Targeting Customer Data SALES Cross-Platform Metrics
THANK YOU dave@simulmedia.com @davemorgannyc

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Future of TV and Video Advertising Convergence

  • 1. FUTURE OF TV AND VIDEO ADVERTISING
  • 3. TV IS NOT GOING TO THE WEB web-like business models are coming to TV.
  • 4. VIDEO AD CONVERGENCE: DATA AND AUTOMATION 2013 2018 TV 2023 TV TV Digital Video Digital Video $3.5B $74B LITTLE CROSS-CHANNEL BUYING COORDINATION. NO INTEGRATION Digital Video $8B $85B SOME CROSS-CHANNEL COORDINATION & INTEGRATION $20B $95B FULL CROSS-CHANNEL COORDINATION & INTEGRATION Audience-Based Programmatic
  • 5. COMMON MEDIA METRICS USED TODAY ONLINE TV Impressions (GRPs) Impressions Visitors Viewers Reached Unique Visitors (Unduplicated Reach) Unique Viewers Reached Brand Lift Brand Lift Purchase Data and Behavioral Targeting Cost-per-click Cost-per-acquisition Customer Data SALES
  • 6. ADDITION OF GRANULAR AND CROSSPLATFORM METRICS TIED TO SALES ONLINE REACH Impressions End-to-End Measurement TV Impressions (GRPs) Visitors Viewers Reached RESONANCE Unique Visitors (Unduplicated Reach) Brand Lift Unique Viewers Reached Brand Lift REACTION Cost-per-click Cost-per-acquisition Purchase Data and Behavioral Targeting Customer Data SALES Cross-Platform Metrics