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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Table of Contents
Executive Summary
Advanced Targeting on TV
Key Takeaways
eMarketer Interviews
Read Next
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