Advanced TV 2022

What’s Next for Addressable, Programmatic, and Connected TV

Report by Evelyn Mitchell  | Oct 18, 2022
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Table of Contents
Executive Summary
Key Points
What Is Advanced TV?
The US Addressable Opportunity: Who’s Watching What?
Advanced TV Woos Addressable- and Automation-Hungry Advertisers
More Data, More Targetability, More Complexity: The State of Addressability
Measurement, Privacy, and Fragmentation Are Disrupting Progress in Advanced TV
Advancing Advanced TV
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.
Topics
TV Advertising
US
Table of Contents
Executive Summary
Key Points
What Is Advanced TV?
The US Addressable Opportunity: Who’s Watching What?
Advanced TV Woos Addressable- and Automation-Hungry Advertisers
More Data, More Targetability, More Complexity: The State of Addressability
Measurement, Privacy, and Fragmentation Are Disrupting Progress in Advanced TV
Advancing Advanced TV
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Advanced TV tactics across linear and streaming are opening doors for advertisers to target consumers addressably on the biggest screen in the household. Despite the many pitfalls and pain points that plague advanced TV, it will continue gaining ground for years to come.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What is advanced TV, and how much are advertisers spending on it?
  2. What is the state of addressability in TV?
  3. How will advanced TV fare as consumer data protections evolve?

WHAT’S IN THIS REPORT? Our latest forecasts for US ad spending against advanced TV tactics, including linear addressable, linear programmatic, and connected TV (CTV). Plus, discussion of disruptive forces in the space, including changes to the data privacy landscape.

Targeted Activation Paths Used by US Agency/Brand Professionals to Reach Viewers on TV Sets, May 2022 (% of respondents)
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KEY STAT: Fragmentation creates complexity in the advanced TV landscape. Nearly 1 in 5 US agency and brand professionals used every available path to purchase targeted inventory.

Here’s what’s in the full report

3files

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11charts

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23expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. What Is Advanced TV?
    4. The US Addressable Opportunity: Who’s Watching What?
    1. Advanced TV Woos Addressable- and Automation-Hungry Advertisers
    2. More Data, More Targetability, More Complexity: The State of Addressability
    3. Measurement, Privacy, and Fragmentation Are Disrupting Progress in Advanced TV
    4. Advancing Advanced TV
    1. Insider Intelligence Interviews
    2. Read Next
    3. Sources
    4. Media Gallery

    Charts in This Report

    Targeted Activation Paths Used by US Agency/Brand Professionals to Reach Viewers on TV Sets, May 2022 (% of respondents)Share of Time Spent Viewing OTT Streaming Video Worldwide, by Device and Region, Q2 2022 (% of total)
    Leading Reasons Internet Users in North America Have Subscribed to a vMVPD Service, Q4 2021 (% of respondents )
    US Connected TV (CTV) Users, 2022-2026 (millions and % of population)US Linear Addressable TV Households, 2018-2022 (millions, % change, and % of total pay TV households)
    US Connected TV (CTV) Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)US Linear Programmatic TV Ad Spending, 2020-2024 (billions, % change, and % of total TV ad spending)
    US Linear Addressable TV Ad Spending, 2020-2024 (billions, % change, and % of total TV ad spending)Barriers to Growth for the Use of Identity in Advanced TV Advertising According to US Agency/Brand Professionals, May 2022 (% of respondents)
    Types of Connected TV (CTV) Ad Inventory Purchased by US Agency/Marketing Professionals, Dec 2021 (% of respondents)

    Interviewed for This Report

    Jeff Bander
    Eye Square
    Chief Revenue Officer
    Interviewed September 8, 2022
    Tommy Burk
    Roku
    Senior Director, OneView
    Interviewed September 15, 2022
    Moe Chughtai
    MiQ
    Global Head of Advanced TV
    Interviewed August 30, 2022
    Joel Cox
    Strategus
    Co-Founder
    Interviewed August 24, 2022
    Danielle DeLauro
    VAB
    Executive Vice President
    Interviewed September 1, 2022
    John Donahue
    Up & to the Right
    Partner
    Interviewed September 7, 2022
    Andy Fisher
    Merkle
    Head of Merkury Advanced TV
    Interviewed September 1, 2022
    Mike Fisher
    Essence
    Vice President, Advanced TV and Audio
    Interviewed September 1, 2022
    Justin Fromm
    Samsung Ads
    Head of Insights
    Interviewed August 25, 2022
    Field Garthwaite
    Iris.TV
    CEO
    Interviewed August 31, 2022
    David George
    Pixability
    CEO
    Interviewed August 22, 2022
    Theresa Go
    Pixability
    Vice President, Platform Partnerships
    Interviewed August 22, 2022
    Richie Hyden
    Iris.TV
    COO
    Interviewed August 31, 2022
    Ashley Luongo
    NBCUniversal
    Senior Vice President, Advanced Advertising Sales
    Interviewed September 13, 2022
    Jason Manningham
    Blockgraph
    CEO
    Interviewed August 24, 2022
    Christine Merrifield-Wehrle
    Crossmedia
    Head of Investment
    Interviewed August 23, 2022
    Rob Norman
    Independent Agency Advisor
    Interviewed September 13, 2022
    Will Offeman
    WideOrbit
    Chief Product Officer
    Interviewed August 22, 2022
    Jamie Power
    Disney Advertising
    Senior Vice President, Addressable Sales
    Interviewed October 3, 2022
    Vijay Sajja
    Evergent
    CEO
    Interviewed September 6, 2022
    Matt Spiegel
    TransUnion
    Executive Vice President, Media and Entertainment
    Interviewed August 26, 2022
    Prerna Talreja
    Crossmedia
    Managing Director, Digital Activation
    Interviewed September 23, 2022
    Amol Waishampayan
    FullThrottle
    Chief Product Officer
    Interviewed August 19, 2022

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    authors

    Evelyn Mitchell

    Contributors

    Peter Newman
    Senior Forecasting Analyst
    Chuck Rawlings
    Senior Researcher
    Paul Verna
    Principal Analyst
    Max Willens
    Senior Analyst