adi programmatic tv survey q3 2017
TRANSCRIPT
PTV TARGETING SURVEY| Q3 2017
METHODOLOGYThe Programmatic Television Survey for Q3 2017 contains data from a survey of over 400 UK & US advertising professionals from both agencies and brands. It was conducted online by Adobe during May and June of 2017. Respondents were recruited online and asked a series of questions about their experience with programmatic television..
Programmatic TV is already widely used: Nearly 3/4 of media decision makers are already buying TV programmatically, as are 2/3 of agencies, and over 1/2 of brands we talked to.
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
PTV TARGETING SURVEY | Q3 2017
Programmatic TV is Mainstream
Programmatic TV is gaining share: In the US & UK more people plan to increase their programmatic TV budget more than their overall TV budget.
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
MEDIA HABITS SURVEY | Q3 2017
Programmatic TV is Gaining Share
Agencies and brands agree the most that programmatic TV’s largest advantage is better targeting.
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
PTV TARGETING SURVEY | Q3 2017
Targeting is PTV’s Killer App
Most programmatic TV buyers are opening budgets with added targeting in mind: 62% of people increasing spend in programmatic TV in the next 6 months see reaching a more targeted audience as the main benefit.
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
PTV TARGETING SURVEY | Q3 2017
Advertisers Are Investing in Targeting
Agencies and brands agree that first party data makes programmatic TV better: With more access to first party data brands and agencies report gaining better insights (24%), delivering more tailored ads (21%), and driving better ROI (18%).
First party data enhances one of the largest advantages of programmatic TV: Marketers report that first party data significantly increases their ability to gain better insights out of programmatic TV.
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
PTV TARGETING SURVEY | Q3 2017
1st Party Data Make PTV Even Better
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
First party data has brands and agencies doubling down on programmatic TV: 84%ofcurrentpurchaserswouldbelikelytoincreasetheirprogrammaticspendiftheyhadaccesstofirst-partydatatargeting,aswouldnearlyallagencies(92%)and77%ofbrands.
PTV TARGETING SURVEY | Q3 2017
Better Targeting = More Investment