trade desk
TRANSCRIPT
THE WORLD IS CHANGING HOW IT BUYS AND SELLS THE ANNUAL $600B IN
ADVERTISING.NEW WINNERS AND LOSERS WILL EMERGE FROM THIS TRANSITION.
EVERYTHING OF SIZE WILL BE TRANSACTED DIGITALLY.
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10.0%
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90.0%
Display Mobile Social Video TV Out of home Other (pleasespecify)
For what channels do you buy media programmatically?
Let’s Not Throw The Baby OutWith The Bath Water
PLEASECan We Not Throw The Baby Out
With The Bath Water
THE FUTURE OF ADVANCED TVADVERTISING
National Broadcast Networks
69%
what DO buyers want?
Cable
Systems 48%
Local
Broadcast
Stations61%
Connected
Devices 59%
61% Natl. Cable
Networks 56% Local
61% Natl.
THE FUTURE OF ADVANCED TVADVERTISING
8% will spend between6–10% of TV budgetprogrammatically in 2015
THE FUTURE OF ADVANCED TVADVERTISING
< 1yearhow long do you believe it will take for a significant
portion of your TV spend to shift from directpurchased to programmatic?
THE FUTURE OF ADVANCED TVADVERTISING
21% will not spend TV budget programmatically next within 12 months
THE FUTURE OF ADVANCED TVADVERTISING
52% how would you define the team responsible for buying programmatic TV?
THE FUTURE OF ADVANCED TVADVERTISING
THE CENTER OF GRAVITY IS MOVING RIGHT >>
PUBLISHER ACTIVATION IO BUSINESS
ARBITRAGE MATURE FORWARD MARKET
SPOT/RTB PURE AUCTION
THE FUTURE OF ADVANCED TVADVERTISING
45% currently use digital media data
to inform television buying
THE FUTURE OF ADVANCED TVADVERTISING
THERE WILL BE NO MOBILE, VIDEO, REGIONAL, BRAND OR SPECIALIZED DSPS
THE FUTURE OF ADVANCED TVADVERTISING
Infinite Viewer Choices, Global, Delivered OTT/Internet,
Fully Addressable