Advanced Targeting on TV 2019

Advanced Targeting on TV 2019

An Update Ahead of the Upfronts

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About This Report
This report gives an update on the major TV networks’ advanced targeting offerings ahead of the 2019-2020 TV upfront sales season.

Executive Summary

TV networks’ advanced targeting offerings will be part of the 2019-2020 TV upfront sales discussions. In the five years since the first advanced TV targeting emerged, nearly every major TV network group has an offering.

  • Advanced targeting products have gained traction among a moderate number of brand advertisers, many of whom are doubling their annual rate of spend compared with last year.
  • Advanced target audience selection, setting audience guarantees and postcampaign reporting require more process time. However, efficiencies are achieved after trial experiences.
  • Commitments in the 2019-2020 upfront marketplace are anticipated to accelerate, on par with scatter market transactions where the bulk of advanced target deals have been made.

WHAT’S IN THIS REPORT? This report gives an update on the major TV networks’ advanced targeting offerings ahead of the 2019-2020 TV upfront sales season.

~7%-10%

Estimated percent of upfront inventory going toward advanced target buys during 2019-2020.

eMarketer, May 2019

KEY STAT: Based on interviews with leading players in this year’s upfront, we estimate approximately 7% to 10% of upfront inventory will go toward advanced target buys.

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

4expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Advanced Targeting on TV
  1. Key Takeaways
  2. eMarketer Interviews
  1. Read Next
  2. Media Gallery

Interviewed for This Report

Julie Anson
Magna Global
Associate Director, Partner Innovation, Advanced TV
Interviewed March 12, 2019
Dan Aversano
WarnerMedia
Senior Vice President, Ad Innovation and Programmatic Solutions
Interviewed March 11, 2019
Howard Shimmel
Janus Strategy & Insights
President
Interviewed March 15, 2019
Steve Silvestri
Discovery Communications
Vice President, Advanced Advertising
Interviewed February 8, 2019

authors

Gerard Broussard

Contributors

Ross Benes
Analyst
Lauren Fisher
Principal Analyst
Sharon Tan
Researcher
Paul Verna
VP, Multimedia