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The State of Smart TV Advertising

A New Source Of Data For TV Advertisers: The increasing adoption of smart television sets brings new opportunity for TV advertisers.

By 2021, eMarketer projects 114.3 million smart
TVs will be in American homes. And with all
of these new sets comes a wave of data that
will help advertisers create more actionable,
targeted campaigns designed to take
advantage of the new way Americans watch TV.
This newly popular method of capturing viewing
data uses Automatic Content Recognition (ACR)
technology to track what users are watching on
smart TVs, providing second-by-second reporting
that can be used to understand viewing
patterns and to measure the effectiveness of TV
advertising.

In this report we will break down the emerging
smart TV advertising ecosystem, examining how
ACR provides a novel way to capture attention
data and viewing habits. We’ll look at the major
players in ACR advertising and the privacy and
transparency concerns that advertisers need to
be aware of when utilizing this new kind of data.


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The State of Smart TV Advertising

  1. 1. 1
  2. 2. 2 CONTENTS 3 A New Source Of Data For TV Advertisers 4 Smart TV ACR For Advertising 5 ACR Data Is Changing The Way Ads Are Bought, Sold and Measured 8 ACR For Audience Behavior Mapping And Retargeting 9 Privacy Views 10 Summary 11 Predictions 12 Key Players In The Smart TV And ACR Data Ecosystem 14 Endnotes 16 About The Authors 16 Special Thanks 17 About TV[R]EV
  3. 3. 3 Executive Summary A New Source Of Data For TV Advertisers The increasing adoption of smart television sets brings new opportunity for TV advertisers. By 2021, eMarketer projects 114.3 million smart TVs will be in American homes.1 And with all of these new sets comes a wave of data that will help advertisers create more actionable, targeted campaigns designed to take advantage of the new way Americans watch TV. This newly popular method of capturing viewing data uses Automatic Content Recognition (ACR) technology to track what users are watching on smart TVs, providing second-by-second reporting that can be used to understand viewing patterns and to measure the effectiveness of TV advertising. In this report we will break down the emerging smart TV advertising ecosystem, examining how ACR provides a novel way to capture attention data and viewing habits. We’ll look at the major players in ACR advertising and the privacy and transparency concerns that advertisers need to be aware of when utilizing this new kind of data. Methodology ›› In preparing this report, TV[R]EV interviewed dozens of senior- level executives in decision-making roles at a host of leading companies in the advertising, agency, network and measurement space. ›› We spoke to buyers, sellers, technology vendors and programmers, collecting a cross-section of insights about the workings of smart TV data. ›› No previous study has benefited from the direct participation of multiple companies across the entire marketplace. INTRODUCTION
  4. 4. 4 Smart TV ACR For Advertising ›› A number of companies are using ACR technology to create new approaches to attribution, measurement, cross-screen targeting and behavioral modeling. ›› The scale, glass-level detection and near real time nature of ACR from smart TVs arguably results in more accurate measurements than set-top or panel-based viewing metrics provided by Nielsen, Comscore and others. ›› Tapping into smart TVs lets businesses capture both linear viewing and time-shifted viewing in a device and service agnostic environment. ACR collects data from set top boxes, smart TV apps and connected devices like Roku and Chromecast. Regardless of which device is being used, content and ads can be recognized and measured. ›› This data can then be used to measure impact, to supplement existing audience data and for targeting purposes. Matching DNA For Ad Attention Measurement ›› ACR is like a single set of fingerprints that needs a match. To acquire accurate TV advertising measurement, the actual ad needs to be processed and then ACR can be used to determine when and where the ad aired. ›› Ad detection and matching is frequently campaign-based. An agency provides copies of commercials they’ve created to an ACR company, which in turn provides data about when, where those ads aired. ›› Accurate attention metrics can rely on the use of large-scale ad occurrence data. That sort of measurement is crucial to a transparent and responsive TV advertising ecosystem. ›› Brands and TV networks are able to compare propensity for TV ad interruptions by networks, shows, day-parts, and genres. Brands use this data to set or optimize media buying, to understand “creative wear out” or fatigue for advertising, and to analyze performance vis a vis competitors. ACR is like a single set of fingerprints that needs a match.
  5. 5. 5 ACR Data Is Changing The Way Ads Are Bought, Sold and Measured TV used to be known as purely a reach medium. The cliche has been that everyone knows that half of TV advertising works, just not which half. But thanks to a new wave of insights from ACR data, that cliche is no longer a reality. Television Advertising Is Going Digital Thanks to the ability to ascertain viewers IP-addresses and gain screen-level insights, television advertising can now be measured as extensively as digital. Rather than just guessing at whether an ad worked or relying on inexact measures such as sales lift or “last click” attribution (literally mapping the last ad or website the consumer visited prior to making a purchase), ad exposures can now be mapped to top of funnel activities via a process known as multi-touch attribution. In real world terms, that means an automaker can see whether or not their ads drove users to take the first step in the purchase cycle--visiting their website. That is a far more effective measure than last click, which is often just the straw the broke the camel’s back, so to speak. Few purchases are made after seeing a single ad--particularly high ticket items like cars-- and thanks to ACR data, brands can now track the consumer’s consideration journey. As a result, TV advertising will become more deterministic, linking ads to consumer actions, both online and off. While advertisers appreciate the reach TV advertising is able to provide, they crave the precision and transparency they’re able to get from digital platforms like Google and Facebook. As such, they’ve been pushing back on the TV industry, asking networks to find ways to ensure that their ads are just as targeted. Indexed and Addressable Advertising The industry has responded with two options: indexed and addressable advertising. Indexed advertising plans, such as Fox, Turner and Viacom’s Open AP and NBC’s Audience Studio, rely on using data around audience segments (typically supplied by Experian) to determine which shows index highest against the target audience the advertiser is seeking to reach. The catch is that the advertiser is still buying an ad against the entire audience for the show, not just their desired target. Several buyers told us that indexed ad buys generally wind up being minimally different than non-indexed ones. “If you’re looking at the network’s primetime line-up,” one buyer told us, “it’s unlikely that women 25-34 who are in the market for a car are going to have different viewing habits than women 25-34 in general. So while indexed is definitely a start, in reality, it’s more smoke and mirrors than an actual game changer.” The one advantage indexed advertising does have, is that it does not drastically upend the current TV ad ecosystem, which has networks selling the bulk of their inventory during the upfronts each May. Ad sales teams can continue to sell against the entire audience of a show instead of having to take on the somewhat more difficult task of selling off slices of each spot. Addressable is a different story. For set top box-based linear and VOD, addressable ads can only be delivered via the MVPDs, who have the technological capabilities to do so. (While Sorenson Media is looking to introduce addressable ads for local stations via smart TVs next year, the bulk of addressable is delivered via MVPDs like Dish, AT&T, Altice and Comcast.) In addition, addressable creates new layers of complexity to the ad sales process and many network sales teams are afraid that they will not be able to maintain the same level of profitability by selling addressable and worry that they will be left with sizable amounts of unsold inventory.
  6. 6. 6 “They’re afraid that they’re not going to make as much money on addressable,” one executive told us. “They’re afraid they’re going to have a lot of leftover inventory and that the level of complexity will destroy what has traditionally been a fairly simple and highly profitable system.” That said, the industry realizes that addressable is inevitable and that it offers their best chance to create the Holy Grail of “fewer, better targeted ads that advertisers will pay more money for” so it was not a huge surprise when Fox announced that it would begin a trial program, selling addressable ad units for on demand programming accessed via Comcast and Hulu. Should this program prove successful- -and we have no reason to suspect it will not--then the floodgates will open further and other networks and MVPDs will also begin trialing addressable ad plans. One recurring issue with addressable advertising is that Nielsen’s panel-based measurement system is not an ideal way to measure their effectiveness, as the panels are designed to measure the full audience, not just segments. This is where ACR data can come into play, as it can help advertisers identify the right audience segments, track when and where the ads were actually seen, and then help them to understand what actions viewers took after seeing the ads. When ACR data is combined with set top box data and Nielsen’s panel-based data, it provides a very clear view as to how television is being viewed and how TV advertising is being received. How ACR Data Enables Multi-Touch Attribution: ›› Multi-touch attribution is being touted as a game-changer for the television industry, a chance for TV networks to provide the sort of precise measurement that digital players currently offer. The industry’s main argument is that television advertising plays a much greater role in driving sales than it is given credit for and that the Duopoly (Google and Facebook) are taking undue credit for driving results. ›› Many companies already do some form of attribution for television, but it’s only recently that we’ve been seeing the sort of rigor needed to have reliable results. That rigor is the result of months of analyzing results, of relying on humans at key juncture (rather than algorithms) and of looking at what triggered “top of the funnel” behavior such as the first visit to a website or even googling the name of the company or the overall category. ›› Short or long attribution windows can be utilized to optimize different strategies. Short attribution windows allow brands to measure direct response campaigns while longer attribution windows can be utilized to measure the effects of branding campaigns.
  7. 7. 7 Benefits ›› Networks can now get valuable tune-in data, to understand how promos drive viewership, not just from TV but from ad exposures on Google or mobile devices. ›› Deterministic data gives brands the power to understand optimal frequency, to better understand their reach and frequency goals. ›› Using IP-matching, brands can understand which TV shows people who visited their website watch most often (for instance, comparing web visits to TV exposures) and thus target their advertising based on actual user behaviors. ›› Companies using ACR for media targeting or retargeting can now identify an ad that is currently airing and then serve either similar or competitive ads to the same users on mobile, tablets or computers attached to the same IP address. Deterministic vs. Probabilistic Measurement ›› Data matching can be either deterministic or probabilistic. In deterministic matching, either unique identifiers for each record are compared to determine a match or an exact comparison is used between fields. Unique identifiers can include national IDs, system IDs, and so on. This can include system IDs, national IDs, and so on. Deterministic matching is generally not completely reliable since in some cases no single field can provide a reliable match between two records. This is where probabilistic, or fuzzy, matching comes in. In probabilistic matching, several field values are compared between two records and each field is assigned a weight that indicates how closely the two field values match. The sum of the individual fields weights indicates the likelihood of a match between two records.2
  8. 8. 8 ACR For Audience Behavior Mapping And Retargeting ACR data has allowed for the growth of two parallel methods of optimizing TV ad buys: retargeting and behavior mapping. By allowing brands to better understand which ads their target customers are seeing and how they are reacting to them, a host of new companies are using TV ad buys as a trigger for launching mobile and digital ad campaigns that draft off the TV ad buys. These retargeted ads can either reinforce a brand’s own message or act as a counterpunch against a key competitor. The ACR market is getting crowded as a number of tech companies are now vying for the new experimental dollars flowing into cross- screen advertising. ›› Data Management Platforms (DMPs) such as Lotame can now combine audience viewing behaviors from TV screens and develop better personas and psychographic profiles that allow them to set custom target segments including DMP segments for media buyers. ›› Cross-screen retargeting has gained adoption through companies like Samba.tv, Tubemogul/ Adobe and others, which work with agencies and brands to develop audience profiles and deliver more relevant, higher impact advertising across screens. ›› Companies such as 4C take the behavioral ACR data and map it against social media insights from Facebook to build next generation tools, as evidenced by a deal recently announced with NBC.3 ›› Others, such as Alphonso, use ACR from mobile apps that listen to what the user is watching on TV in order to perform cross-screen ad targeting and delivery on mobile devices. uu Takeaway: ACR data can provide a broader sample size than set top box The Smart TV market is poised to create serious disruption in how advertising is bought, sold and measured. Brands can now gain distinct advantages over competitors, while beginning to understand the true ROI they are getting on their investments thanks to attribution tracking. Unlike Nielsen, ACR data is available within 24 hours, so brands have the ability to react in real time, to either counter their competitors or to double down on tactics that appear to be particularly effective. This allows TV buying to operate more seamlessly with mobile and digital based buying, laying the groundwork for advertisers to use ACR data to make better targeted cross- platform buys.
  9. 9. 9 Privacy Is Less Of An Issue Than The Industry Thinks ›› Much of the confusion around ACR stems from a fear that consumers would rebel (or at least opt out) if they knew that their smart TVs were tracking their viewing habits. ›› This has lead many of the companies in the space to be somewhat obtuse about what they are actually doing. ›› The result however, has been that nobody knows what they are up to. People at networks and ad agencies who should understand how this data is collected and how valuable it can be are often clueless as to where the data comes from. ›› This leads them to omit it from their consideration sets at a time when it could and should be front and center for them as a measurement and placement tool. “It’s confusing to everyone as to where these companies are getting their data from and how they’re getting it.” —Senior Ad Sales Executive, MVPD “People are waking up to the fact that their devices are listening to them. There is anxiety about what data is being sent, like with amazon echo and google home.” —VP, Media Consultant “Anyone who still has concerns about privacy is delusional. There is no privacy.” —Senior VP, Media Buying Agency “Most consumers are okay with giving up privacy for functionality or ease of use. It’s not a big deal to them.” —EVP, Strategy, Media Agency Industry sources are unsure how deeply consumers ultimately care about privacy and how important it is for them to feel that their their TV viewing habits are being safeguarded. While opinions varied about privacy, no one we spoke with was clear on how ACR companies actually captured their data. This lead to a general feeling of distrust about ACR data. uu Takeaway: The industry needs to do a better job explaining how it captures ACR data and what it does with it in order to dispel any lingering privacy concerns. Transparency— The TV[R]EV Take ›› At a time when consumers gladly give up all their Facebook or Google data to save a few seconds logging into a new app, privacy concerns around television seem minimal. ›› The more ambiguous ACR providers are about what they do, the more it looks to the industry that they are doing something shady and that the data can’t be trusted. ›› Privacy issues can be handled by adopting the strict standards that Inscape has introduced in light of the FTC settlement. ›› Being open and upfront about how ACR works will allow the advertising industry to better understand its value, which will lead to greater usage and adoption. Privacy Views
  10. 10. 10 Summary ›› ACR technology provides a strong adjunct to Nielsen and other traditional ratings systems by allowing advertisers to get results from a much larger audience. ›› ACR data is closer to real time and measures viewing in much tighter segments, so advertisers can understand the impact of specific ads, not just pods in the first half of a show. ›› ACR data measures all types of viewing—OTT and set top box based—which gives it an advantage over older data providers who only monitor set top box viewing. ›› Techniques like retargeting are greatly enhanced by ACR data which can use IP addresses to track users across devices. ›› Companies specializing in ad planning and placement find ACR valuable too, as they can use the data to better target audiences— networks looking to drive tune-in find ACR to be of particular value. ›› ACR has already spawned a sizable ecosystem of companies who make use of the data for everything from retargeting to placement to tracking. That ecosystem will only grow larger as ACR becomes more mainstream. ›› While there are privacy concerns around the way ACR data is used for advertising purposes, most data is obtained from consumers who have opted in. ›› Consumers are also less concerned about advertisers knowing their TV viewing habits than they are about advertisers knowing their web browsing habits or new software listening to their conversations. ›› Since ACR data is supplied by OEMs and their subsidiaries, there’s none of the “grading their own homework” fears that arise with digital video or with letting OTT apps provide their own metrics. ›› Advertisers’ use of ACR data poised to grow over the next three to five years as it provides the most thorough data sets across multiple devices and formats and can measure time shifted viewing as well as linear. ACR technology provides a strong adjunct to Nielsen and other traditional ratings systems by allowing advertisers to get results from a much larger audience.
  11. 11. 11 Predictions ›› The ACR business is currently worth around $500M. TV[R]EV predicts that over the next four years, that figure will grow to $5B in 2021, as ACR becomes the primary source of data for TV ratings across all platforms, for advertising placement, and for advertising attribution tracking. ›› ACR will see rapid growth over the next six to twelve months as networks push for adoption of ACR data as a way to track OTT and other digital viewing. No other process provides the breadth, depth and accuracy of ACR. If industry leaders like Vizio and Samsung can come to terms on a series of standards, the ACR market will grow even faster. ›› TV[R]EV sees Nielsen doubling down on its Gracenote ACR business, working with Samsung to bring the data outside of the walled garden. Their recent announcement4 that they’d be adding Gracenote’s ACR data to their DMP may be their first step in this direction, though several people we spoke with questioned whether Nielsen was using Samsung data to fuel this program. (Without Samsung, Gracenote is pulling from a much smaller database, consisting mostly of LG and smaller OEMs.) ›› At the same time, we see Inscape, Vizio’s data source growing rapidly too, as a source of readily available non-Nielsen ACR data. ›› Samba, Alphonso and other retargeters will also benefit from more widespread acceptance of ACR along with their ability to track viewers across screens. ›› Finally, TV[R]EV projects that iSpot will grow into one of the largest players in the TV measurement space. iSpot is in a unique position as they have no real competition for their ad tracking and attribution measurement businesses and have thus established a solid reputation in the space. We predict they will frequently be mentioned as a takeover target for larger companies (TV networks and Silicon Valley giants) who are looking to get into the TV ad performance measurement game.
  12. 12. 12 Key Players In The Smart TV And ACR Data Ecosystem Companies That Collect ACR Data From Smart TVs ›› Gracenote: Gracenote began life as a music company, matching MP3 files to actual song titles. They now use audio- based ACR to match what viewers are watching to companion apps, and to provide viewership data back to their users (but not globally, as Gracenote isn’t in the business of selling audience data. As of December 2016, Gracenote is a subsidiary of Nielsen. ›› Inscape: Established in 2010 as TV Interactive Systems, Inc, the company operated at Cognitive Media Networks, the industry leader in ACR before being acquired by VIZIO in 2015. The company is a VIZIO subsidiary that has business with other OEMs and looks to consolidate ACR data under one cohesive umbrella. It currently pulls daily active data from 7.3 million explicitly opted-in homes. The company is based in San Francisco. Vizio, along with Samsung, dominates the smart TV market, with Vizio accounting for over 30% of all smart TVs sold in the U.S. Inscape is Vizio’s wholly owned subsidiary, and collects and sells data from Vizio TVs. ›› Enswers: Enswers is a South Korean- based ACR company that became a subsidiary of Gracenote Korea in 2015. The company’s ACR technology is embedded in Samsung TVs and is used to collect data for Samsung’s proprietary ACR data plays. ›› Roku: The Roku OS is embedded in one- eighth of the smart TVs sold in the U.S. It contains a lightweight software solution that tracks what the viewer is watching on various OTT services. ›› Verance: Verance has a product called Aspect that may provide a post-ACR measurement system. Aspect relies on watermarking and would work on any connected device — TV, tablet or smartphone. The catch is that the OEMs will need to install Verance’s software on their firmware and since most OEMs are building businesses off their ACR capabilities, those deals are not a given. ›› Sorenson: Sorenson has been working with Samsung and Vizio to take the data they collect and use it to overlay addressable TV ads on local broadcasts. This will greatly expand both the addressable TV market and the profile of ACR data Streaming Device Manufacturers ›› Roku: The most popular streaming device (comScore stats give them a 42% market share4 , eMarketer 29%5 ), Roku’s software tracks viewing and is able to provide both measurement and recommendations. Roku recently raised $219 million in an IPO6 and is rumored to be working on placing ad-supported programming on its mobile apps7 . ›› Amazon Fire TV: Amazon’s Fire TV is the second-most popular streaming device (28% according to ComScore, 27% per eMarketer) and collects OTT viewing data that Amazon uses for its own targeting purposes. ›› Chromecast: Google’s Chromecast is the third most popular streaming device (18% per ComScore, 28% per eMarketer) and can track what viewers are watching off various sites and apps. Google announced in October 2017 that 55 million Chromecast devices have been sold to date. ›› Apple TV: The least popular TV streaming device (12% per ComScore and 16% per eMarketer) Apple is one of the only companies to take a strong stand on privacy. Apple TV is able to provide recommendations, but that data is never shared externally or used for marketing purposes, even internal ones.
  13. 13. 13 Ad Re-targeting or Adsync Retargeting is a way for brands to reach users who have already been exposed to an ad in one medium on another medium. Retargeting prospects include people who have seen the ad for the same product, a related product or a competitor. Reach is also a problem for retargeters, whose large data sets may not allow them to reach large segments of their desired audiences. ›› Alphonso: Alphonso provides both ad retargeting and analytics. The company claims to get its data from 40 million devices (30 million mobile devices and 10 million smart TVs.) Their audio-based ACR software is embedded into smartphones and is activated when viewers use one of the apps that have an agreement with Alphonso while they are watching TV. For TV-based data, Alphonso works with smaller OEMs--they do not appear to have contracts with Samsung or Inscape. ›› Samba: Samba has several business lines: they provide content recommendations, function data management platform (DMP), provide ad syncing and retargeting, work with programmatic demand side platforms (DSPs) to target viewers, operate a connected TV ad platform that allows brands to target viewers with interactive ads, measure ad effectiveness, and work with networks and publishers to help them drive tune-in by tracking their viewers across devices. Samba claims that 1 in 4 ACR TVs (1 in 3 opted in ACR TVs) use Samba software. (That’s 13.5M TV HHs—11.9M smart TV HHs, 1.6M set-top- box HHs — and on 66M digital devices.) Samba works with OEMs in the third of the market that is not controlled by Samsung and Vizio, including Sony, Sharp, Toshiba, Philips, Sanyo, Magnavox, Element, Seiki, and Westinghouse. The number of TVs actively reporting data to fuel Samba metrics is not made public. ›› Tapad: Tapad provides cross screen advertising capabilities. Their proprietary algorithm can determine which devices are owned by the same person which allows marketers to target that individual across screens. It fuels the mobile device side of the business. ›› TVadSync: TVadSync uses Vizio data from Inscape to determine what viewers are watching and what ads they’ve seen. They then use that data to help brands target those same viewers on mobile devices. ›› Viant: Viant, which was purchased by Time, Inc. in 2016, maintains a platform known as the Viant Advertising Cloud, one of the largest registered user databases in the world, with access to over 1.2 billion registered users. They also maintain a DSP and use Inscape’s ACR data to both target users and to understand their behavior as they track them across platforms. Advertising Attention, Attribution Measurement ›› iSpot: iSpot uses data from Inscape to track TV commercials and provide brands with what it calls “attention metrics” — data on what percentage of viewers saw the commercial, how many watched it to completion, where those viewers lived and what programs they were watching. Relying on ACR data allows them to tracks viewing patterns second-by-second rather than the 15-minute increments Nielsen is able to provide. iSpot is also using that data to provide multi-touch attribution data, helping to prove the effectiveness of TV advertising based on how and when ads prompt top of the funnel activity like website visits. Data Management Platforms As Digiday explains, “a data management platform (DMP) is a data warehouse. It’s a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses.”8 ›› Lotame: Lotame is a data management platform that uses Inscape ACR data to create audience segments that help marketers execute TV ads placement. They can then combine this data with the data they have on digital viewership to plan and measure cross-screen campaigns. ›› Adobe/Tubemogul: Tubemogul, which was acquired by Adobe in November 2016, is a combination DMP/DSP. It allows brands to plan, buy, measure and optimize their ad campaigns across a variety of screens. TubeMogul’s PTV (Programmatic TV) platform uses (Inscape) ACR data to help identify audience segments and what shows they are watching. ›› TruOptik: TruOptik is a Connecticut- based startup that maintains an OTT data management platform that allows brands to run ads on ad-supported OTT and connected TV platforms. Their proprietary system allows brands to buy ads with the same audience segments and targeting capabilities as digital.
  14. 14. 14 Endnotes 1 “168 Million Will Watch Connected TV in the US This Year.” EMarketer, 26 July 2017, www.emarketer.com/Article/168-Million-Will-Watch- Connected-TV-US-This-Year/1016233. 2 Deterministic and Probabilistic Data Matching (Master Index Match Engine Reference), Retrieved, 4 Nov. 2017, docs.oracle.com/cd/E19182- 01/821-0919/ref_sme-deter-probl_c/index.html. 3 Shields, Mike. “NBCU Will Start Selling Ads in Top Shows like ‘This Is Us’ Using the Same Kind of Self-Serve Software as Facebook.” Business Insider, Business Insider, 26 Sept. 2017, www.businessinsider.com/nbcu-will-sell-ads-in-shows-like-this-is-us-using-software-2017-9. 4 Friedman, Wayne. “Gracenote Smart TV Data Available In Nielsen’s DMP” MediaPost, 31 Oct. 2017, https://www.mediapost.com/publications/ article/309529/gracenote-smart-tv-data-available-in-nielsens-dmp.html 5 “Roku Leads OTT Streaming Devices in Household Market Share.” ComScore, Inc., 16 June 2016, www.comscore.com/ita/Insights/Blog/Roku- Leads-OTT-Streaming-Devices-in-Household-Market-Share. 6 “168 Million Will Watch Connected TV in the US This Year.” eMarketer, ibid. 7 Natasha Bach. “Roku’s IPO Price Just Gave the Company a $1.3 Billion Valuation.” Fortune, 28 Sept. 2017, fortune.com/2017/09/28/roku-ipo- billion-valuation/. 8 Roettgers, Janko. “Roku Wants to Start Streaming to Third-Party Devices (EXCLUSIVE).” Variety, 25 Oct. 2017, variety.com/2017/digital/news/ roku-mobile-third-party-device-streaming-1202598964/. 9 Marshall, Jack “What Is a Data Management Platform, or DMP?” Digiday, 28 Apr. 2017, digiday.com/media/what-is-a-dmp-data- management-platform/.
  15. 15. 15 By 2021, eMarketer projects 114.3 million smart TVs will be in American homes. And with all of these new sets comes a wave of data that will help advertisers create more actionable, targeted campaigns designed to take advantage of the new way Americans watch TV.
  16. 16. 16 About The Authors Alan Wolk “If you know anything about television, you probably know Alan Wolk.” That’s how Adweek describes the best-selling author of Over The Top. How The Internet Is (Slowly But Surely) Changing The Television Industry. As co-founder, editor and lead analyst of TV[R]EV, Wolk has created one of the media industry’s go-to sites for understanding the changes coming from Hollywood, Silicon Valley, Madison Avenue and beyond. A frequent contributor to and columnist for Slate, Forbes, Decider and other industry news sites, Wolk has been interviewed and quoted by everyone from NPR to the New York Times to CBC National News and recently appeared on a segment of public television’s Brian Lehrer Show about the future of TV. Jason Damata Jason is the founder and CEO of Fabric Media, a media incubator and talent consortium. The company serves leading-edge TV disruptors—from data and analytics platforms to TV networks to emotional measurement companies. Damata has traveled the country for C-SPAN, where he worked with MSOs, produced educational political programming. He has served as CMO of Bebo when it was the world’s 3rd largest social network, led marketing for Trendrr until it was acquired by Twitter and helped build the world’s largest LIVE broadcast offering at explore.org where he built up a global syndication network. Dade Hayes A two-decade entertainment journalist and media veteran, Dade Hayes has held high-level executive editorial positions at Variety, Entertainment Weekly and Broadcasting & Cable. Currently serving as Contributing Editor at Deadline, Hayes is author of two books whose writing has appeared in the New York Times, Fierce Cable, the Globe and Mail, Los Angeles Times, Forbes, TV Guide and TV[R]EV. Special Thanks Journalist & Analysts Dawn Chmielewski David Bloom, Dan Rowinski Eleanor Dowling Semeraro Research & Production Jason Damata Zach Servideo Annie Edwards Jon Cappetta
  17. 17. 17 About TV[R]EV TV[R]EV is a strategic consulting and publishing group. We cover the rapidly changing world of television as it intersects with advertising, social media and digital. We are analysts, producers, journalists and industry executives who get our information from inside sources, people we’ve known and cultivated over the years and whose trust we’ve earned. That alone makes us different from the vast majority of our competitors. We don’t drink the Kool-Aid, and we understand that nothing is ever black and white. WORKSHOPS. Want to get your team up to speed on the trends that matter in TV? We are happy to lead half/full/two-day workshops both as a one time event or as a fun recurring way to keep everyone up to speed. ANALYST IN RESIDENCE and NEWS CURATION. Don’t have time to keep on top of the seemingly daily changes the industry is undergoing, let alone figure out what they mean? Not to worry. Our customized biweekly news analyses will keep you up-to-date, let you know why whatever happened matters to you and to your company, along with what you need to do about it. STRATEGY WORK. You’ve got a great product but you’re not sure how to position it for the networks or MVPDs you want to sell it to? We can help you craft a marketing strategy that hones in on the features your target actually cares about. We’ll help you identify the pain points your product can solve. Make sure your pitch uses language that resonates with your target. Even sit in on your pitches and offer our critique. IN-DEPTH RESEARCH REPORTS. If you liked our report on ACR, we can create similar in-depth reports on any media-related topic that interests you. Whether you want to invest, acquire or just get a leg up on the competition, TV[R]EV will mine our industry contacts, create custom surveys and sprinkle in our stellar analytical skills and deep industry knowledge to prepare a report that’s exclusively for you and your team. For more information or to find out how we can help you, email us at info@tvrev.com
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