The Association of Commercial Television


The hottest new trend in TV tech is “addressable” ads, or TV ads that can be targeted to specific households via user data. By the end of this year, almost every major TV network and provider will have rolled out their version of an addressable ad product.

Why it matters: It’s a huge departure from the way TV ads have been bought and sold for decades. Struggling networks hope personalized ads will make the TV experience better for users who are ditching TV for ad-free streaming services like Netflix — and they’re also drawn by the opportunity of a digital advertising market that isn’t already controlled by Google and Facebook.Show less

What’s new: Traditionally, TV ads could only be bought and sold by gender and age — not demographics. This means that a cat lover could be served an ad for dog food, or a healthy person could get an ad for medicine. Addressable ads aim to make the messages more relevant.

Driving the news: Several big TV companies announced acquisitions or products this week that they think will make it easier for them to sell more addressable ads.

  • NBC says its new streaming service will create a lot of new addressable TV ad inventory. Hulu lowered the price of its ad-supported tier to be able to serve more addressable TV ads. Viacom acquired a digital ad-supported TV streaming company.

Here’s how hot “addressable” is: AT&T says the ability to build an addressable ad product for its DirecTV and DirectTV Now customers was one of the driving factors in its decision to buy Time Warner last year for $85 billion.

“The advertisers that I talk to, they’re interested in taking a big leap into data, which means, we’re not buying 18-49, we’re not selling 25-54, we’re buying consumers who have shown the proclivity to be heavy purchasers of frozen entrees to a company like Conagra.”

— Jon Steinlauf, chief U.S. advertising sales officer at Discovery, talking with Axios at the National Association of Television Program Executives event in Miami Wednesday

How it works: TV networks and providers (cable and satellite companies or digital TV companies like Hulu) are using data from set-top boxes (the boxes you get from your cable company with the blinking lights), combined with data from digital networks (produced as you browse the web), to target ads to you that you might like.

  • The beauty of these ads is that they tend to cost less because they reach a smaller, more targeted group of people.
  • Because of this, smaller businesses can afford to buy national TV ads for the first time, lowering the barrier of entry to TV marketing.
  • As a result, users may start seeing TV ads from brands that they would normally only see on social media, like Dollar Shave Club, as well as ads from legacy brands, like Target.

Be smart: The TV industry knows it needs to make ads more innovative so it doesn’t continue to lose viewers to ad-free services, but the short-term business calculus isn’t always attractive.

  • Addressable ads can be harder to sell at scale, because they have to be offered in smaller, more targeted increments.
  • This means that in the short term, it could be hard for networks to match their profits from selling more expensive ads that aren’t customized, but reach a lot more people.
  • And for companies that have very general products, like toilet paper or toothpaste, broader ads may be more efficient to buy, anyway.

The bottom line: Personalized TV ads are the next big thing, but it will take some time before most TV ads are sold this way.



The slow but steady digitization of TV advertising will place further pressure on ad measurement companies to create more robust cross-platform metrics and attribution models. But for that to happen, several types of companies—including multichannel video programming distributors (MVPDs) and TV networks—need to update their technologies and strategies.

TV ad buyers have long advocated for more precise metrics, but measurement firms have struggled to create innovative products that work within TV’s legacy infrastructure. While there is no single metric that perfectly captures how legacy technology stymies TV measurement from evolving, it is telling that most ads on linear TV have been sold and targeted the same way for decades. With TV advertisers still reliant on direct sales and proxy targeting, it isn’t surprising that traditional TV attribution models have become outdated.

However, TV advertising is evolving. We expect a 58.4% increase this year in US programmatic TV ad spend. We also expect TV ads to become more targeted. We forecast that addressable TV ad spending in the US will increase 23.3% in 2019 to $2.54 billion.

The growth of advanced TV tactics will require marketers to adapt how they handle TV attribution. We spoke with CIMM CEO Jane Clarke about TV attribution for our upcoming “US Digital Display Trends 2019” report.

How is TV attribution evolving?

You have to think about it from a couple points of view because attribution is a complicated topic depending on if you’re looking at it from the marketer, media company or TV network publisher point of view.

How are TV networks evaluating attribution?

From the TV network point of view, even if the data are not perfect, it’s better than not having data. And so they’re spending a lot of time learning about the data.

There is a lot of learning that’s gone on this past year. It will continue, but they’re very quickly learning about which data sets work in which use cases. The MVPDs that were not making their data available are finally doing so because they realize that it tells a great story for the TV industry. Even if Comcast is reluctant to license their data to all the research providers or networks for content ratings, they’re very happy to give the data, almost free in some cases, to these attribution companies because they have seen what a difference it makes in telling a brand-list type story for television.

Are TV marketers approaching attribution differently?

The marketers look at different kinds of marketing and pricing and competition and the environment and the weather. There are so many factors that go into their media mix modeling or multitouch attribution.

The marketers will get savvier about asking questions: “Are you creating the right control group? Do you have a nationally representative sample?” They’re going to make it harder for the TV people to just imitate what digital did.

Will TV attribution continue to change over the next year?

A year from now, we’ll be more sophisticated users of these products. And they won’t be making the same mistakes. What happened in digital was everybody just did the data matching and thought they created a control group then showed unexposed, exposed, and if there was a sales list, they attributed all of it to Facebook, Google or their website without realizing that this was a lot more complicated from a marketer point of view.

How will marketers learn from their digital attribution efforts?

They’re being a bit more responsible about it because everybody knows the problems. If you just go out and do exactly what Facebook and Google did and try to imply that any brand listed is due to advertising on your property, you lose credibility quickly. I do think that the marketers are getting a lot savvier about measurement.




There’s no denying 2018 was a challenging year all round, with broadcasters, publishers and advertisers putting their energies into General Data Protection Regulation (GDPR) preparations. At the same time on-going fragmentation of TV and video viewing across screens and platforms caused disruption in the market, with major media providers, digital giants and new market entrants all competing for audience time and attention.

But as a new year approaches the mood is more optimistic, with the industry looking to move forward and turn these challenges to its advantage, driving innovation and positive change. Here are three ways the TV and video ecosystem will advance throughout 2019, ultimately moving towards a more collaborative and holistic environment:

Premium video’s position will grow stronger

Premium video actors are seeing the GDPR as an opportunity not only to make smarter use of data, but also to educate advertisers about the real value of their inventory. Premium video meets the five non-negotiables of advertising; a brand safe environment, complete transparency, an engaging experience, trustworthiness through third-party verification, and high-quality reach, meaning that although it may appear more expensive than other formats it is well worth the investment.

Advertisers are beginning to understand they can achieve more with premium video than with other forms of digital advertising and while they may buy less overall inventory in 2019 – particularly less specific content – there will be growing demand for premium video. At the same time, alliances such as EBX for broadcasters will help the sell side reduce complexity, allowing advertisers to buy targeted audiences across multiple media providers rather than doing individual deals.

Addressable TV will make strides across Europe

Addressable TV has already seen success in the US and the UK, and this trend is likely to be replicated across Europe. As it expands, addressable will cause a fundamental shift in the way media is sold – the biggest change since the arrival of programmatic. While there has been a slight decline in the amount of time spent watching TV in the UK, the rest of Europe has enjoyed relatively stable TV consumption, with countries such as France and Germany showing the medium is as powerful as ever for advertisers and will become even more so when audiences can be targeted at household level.

There are practical barriers to implementing addressable TV across Europe – including different technological standards for linear diffusion streams, content consumption favouring certain devices, and different actor types and leaders. But the growing interest in addressable makes it an appealing prospect for every market even with these hurdles to overcome, and ad budgets will start to shift to this new buying opportunity as it brings the efficiency of long-term brand building.

Addressable opens the door for those who would not traditionally use TV or premium video advertising and, over the coming year, small and medium businesses will become the next advertiser segments for addressable TV. The localised linear advertising this enables will radically alter TV buyers’ approach and the industry should be looking towards defining a common language, accepted and used by all as we move into 2019.

Inventory monetisation models will blur

With video consumption continuing to fragment across screens and platforms, broadcasters and publishers need to refocus their approach around return on investment, allowing them to effectively monetise premium content no matter where it appears. Where there used to be two distinct models, ad supported and subscription based, a new hybrid monetisation model is emerging to combine both revenue streams. Data combined with advanced monitoring tools provides the key to this holistic approach, allowing broadcasters and publishers to accurately forecast and measure the lifetime value of content and achieve the perfect mix of revenue.

The year ahead will be an extremely positive one for premium video and the broadcasters and publishers that supply it. Whether it be the formation of media alliances, the growth of addressable or the realisation of hybrid monetisation models, 2019 will bring a more holistic approach to TV and video characterised by collaboration and integration.




Dear President Tusk,
Dear President Juncker,
Dear President Tajani,
Dear Prime Minister Dăncilă,
Dear Minister Ciamba,


Permanent and Deputy Permanent Representatives of the Member States to the European Union
Chair of the Committee on Legal Affairs in the European Parliament
Shadow Rapporteurs and members of the European Parliament negotiating team
European Commission, Roberto Viola, Mariya Gabriel

Creative Sectors Call for a suspension of negotiations on Article 13[1]

As representatives of the audiovisual and publishing sectors active across the European markets, we are extremely and increasingly concerned about the direction of the ongoing trilogue discussions on Article 13 (the Value Gap provision) of the proposed Directive on Copyright in the Digital Single Market, as the solutions that are under discussion are worse than the current legal framework.

One of the main justifications[2] for Article 13 articulated in the Commission’s original impact assessment back in 2016 was the absence of a CJEU referral that could bring clarity to the question of whether an uploaded content service is responsible for acts of communication to the public and/or can benefit from the hosting provider status under the E-Commerce Directive. Since that assessment the situation has now fundamentally changed. In the meantime, such a referral has been launched by a recent decision of 13 September 2018. The German Federal Court of Justice (Bundesgerichtshof) referred a case to the CJEU involving YouTube/Google and certain rightholders, for clarification of this very issue (case C-682/18 Google e.a.).

We understand the eagerness to bring the negotiations to a close within the current mandate. However, rather than rushing the highly controversial Art. 13 and seeking conclusion of this provision, no matter the jeopardy to the European copyright framework and no matter the prejudice and damage to the creative sectors before the end of this legislative period, we urge EU co-legislators to suspend negotiations with respect to this article. The Commission should continue to monitor the developments on CJEU level, in particular in case C-682/18, and decide, following this judgement, whether legislative intervention might be necessary in the future. In this regard, we’d also like to recall the principles of proportionality and subsidiarity[3] as well as the commitments made under the Inter-Institutional Agreement on better law making[4]. 


ACT – Association of Commercial Television in Europe – Grégoire Polad, Director General –

ANICA – Associazione Nazionale Industrie Cinematografiche Audiovisive Multimediali – Francesco Rutelli, President –

AKTV – Asociace komerčních televizí – Marie Fianová, Secretary General –

ARCA -Asociatia Română de Comunicaţii Audiovizuale, Grorge Chirita, Executive Director –

CRTV – Confindustria Radio Televisioni- Rosario Alfredo Donato, Director General –

FAMA – Film and Music Austria – Dr. Werner Mueller –

FIAPF – International Federation of Film Producers Associations – YBP, Benoît Ginisty, Managing Director to FIAPF Headquarters –

IFTA – Independent Film & Television Alliance – Jean Prewitt, CEO –

IVF – International Video Federation – Publishers of Audiovisual Content on Digital Media and Online, Charlotte Lund Thomsen, Legal Counsel –

MPA – Motion Picture Association – Stan McCoy, President and Managing Director MPA EMEA –

PREMIER LEAGUE – Mathieu Moreuil, Director of EU Affairs –

STM – International Association of STM Publishers, Matt McKay, Director of Communications,

VAP – Verein für Anti-Piraterie der Film und Videobranche – Monique A. Goeschl, General Manager –

VAUNET – German Media Association, Verband Privater Medien e. V – Julia Maier-Hauff, Ressortleiterin Europarecht  –

[1] This letter does not pre-empt the position of the signatories on the rest of the Directive 

[2] Page 143 Impact Assessment: “The CJEU has not addressed the specific case of online services giving access to content uploaded by their users” and “whether they can benefit from the hosting service provider status in the E-Commerce Directive” andpage 144: “Whereas it is possible that the CJEU will bring clarity to the question of whether an uploaded content service is responsible for acts of communication to the public and/or can benefit from the hosting provider status under the E-Commerce Directive, this cannot be predicted as it is entirely dependent on referrals by national courts.”

[3] Article 5(3) Lisbon Treaty, available at



Direct-to-consumer (DTC) brands that grew up on Facebook are spending as much as 75% of their media budget on the social media platform — an all-in type of customer acquisition strategy for the young and ambitious. The chance to target precise slivers of largely millennial consumers would assumedly optimize DTC companies’ limited budgets while giving them traction with the influencers and those people who were most likely to buy.

For many it worked. Brands such as Allbirds, Bombas, and Everlane, gained real traction through Facebook.

But that’s when the relationship went sour.

As these digital-first DTC companies grew in size to unicorn status and raised hundreds of millions of dollars, they needed to reach larger and larger audiences — and cherry picking the most attractive consumers on a larger and larger scale is a prohibitively expensive strategy. The most attractive audiences are the most attractive to a lot of brands, driving up the price. Soon these DTC brands needed a new solution.

Welcome TV. That’s right…television. I know it sounds all wrong, but hear me out.

I understand why you may be doubtful. The latest IAB Internet Advertising Revenue Report shows that digital media spend has eclipsed TV’s revenue. Quite possibly, a good deal of that is due to advertisers’ frustrations that TV couldn’t provide digital-like targeting or metrics.

Well, that’s all changed.

The same way marketers can track a customer journey through clicks and cookies, they can now do with linear TV ad views. Downstream outcomes, such as whether consumers went to the store, the theater, the dealership, are accessible. Attribution details such as how many impressions it took to make conversions are available. What’s more, this is all still rapidly evolving, with more and more types of outcomes that can be measured, including auto sales, CPG sales, and website visits.

So, now these rapidly growing DTC brands can take advantage of the mass reach of TV and still have the digital media metrics they’re used to.

Casper, the mattress company and early leader of the DTC movement, debuted TV commercials in 2016. Hubble, the content lens subscription company, hit TV screens in 2017. Bonobos, the DTC clothing company now owned by Walmart, premiered its first national spot this July. A month earlier, Quip, the DTC electric toothbrush company, aired its first TV ad, and DTC watch company MVMT is spending about 20% of its advertising budget on TV.

What’s more, according to Alphonso research, they’re using TV to move beyond their core audience of millennials. Quip, Casper, and Warby Parker are all primarily reaching audiences over 50 years old with their TV media buys. Their second largest TV audience is 35-49. DTC brands are using TV to broaden their reach to go head-to-head with the incumbent brands that have always been there, such as Gillette, Serta, Oral-B, and more.

This ups the ante for all brands.

So, what are incumbent brands to do? They need to act like DTC companies and use the same digital-like data to strategically optimize their own media buys. Otherwise, they’re letting their competition have the resulting advantages.

This will directly impact the future of TV.

TV, like digital, will be one channel where everyone is buying this old-school media intelligently with precision targeting, retargeting, and performance metrics. Old school no more. It may end up with the same economics that tend to limit advertiser’s use of platforms like Facebook for reach — but for now the early birds are getting the worms.

Another tactic for wealthier incumbent brands is to buy access to those in-the-know and to benefit from them directly. Yes, many traditional brands have opened up their war chests to buy DTC companies. Two years ago, Unilever bought Harry’s Shave Club for $1 billion. P&G bought DTC deodorant brand Native last year for $100 million in cash. This summer, Serta Simmons announced that it was merging with DTC mattress brand Tuft & Needle, and Movado Group revealed that it was buying DTC watchmaker MVMT. And, just recently, Walgreen’s bought a stake in Birchbox, with plans to feature Birchbox-branded retail experiences in its stores. With these investments in these companies — and the founders behind them — they can take a look under the hood at how they were able to gain market share so rapidly.

TV, though, will be a focal point of these types of changes. Traditional brands from all sectors, as well as the DTC disruptors, can take full advantage of what today’s TV data has to offer. Every brand should be keeping in lockstep with the advances of television and the wealth of insights it can provide to marketers from all industries.

Ashish Chordia is chief executive of Alphonso



TV advertisers are starting to turn to short-form ads, which can be as effective as the traditional 30-second spot at far less cost, but marketers and brands need to ensure they are achieving the right objectives and are executing the ads properly.

Writing for WARC, Jim Berridge of Phoenix MI, says that short-form ads – defined here as 5-7 seconds – will provide a huge opportunity for marketers over the next 12-18 months.

A study by Phoenix MI, involving 100 short form TV ads viewed by 38,000 US adults, compared their effectiveness with the norms of the longer form and found that on metrics like ad memorability, brand linkage and brand memorability, they scored almost on a par.

And, Berridge reports, “the same characteristics of what makes an effective 15 or 30 second ad are applicable to short-form ads as well”. So, keep things simple, focused, and exclude information overload.

And as consumers, already familiar with short-form ads online, become accustomed to seeing them on TV, he expects their prowess and power will continue to grow. (For more, read the full article: The rise in short form ads on TV – opportunities and challenges.)

But advertisers should ensure that they keep a sense of balance and avoid simply ditching longer ads and pivoting to a shorter format, Berridge warns.

“One of the main challenges for marketers and brands is having the control not to go all in on shorter form ads and neglect other formats,” he says.

“What the industry needs to avoid is another App Store scenario, where marketers rush to embrace the concept without really thinking about what is right for their brand.”

While a properly executed short-form ad can be effective by itself, they “tend to work best when running alongside longer form ads or as supporting wider marketing campaigns”, Berridge states.

“Just as social media is a way to amplify a brands message, so are short form ads.”



For brand marketers, video continues to be the most important story in media. Audience behavior is evolving rapidly across generations, and consumers now watch more than eight hours of online content every week, according toThe State of Online Video 2018 report by Limelight Networks.

Faced with a fragmented device landscape, advertisers are seeking greater simplicity and transparency. Consumers are more concerned about data and privacy, following the rollout of regulations such as GDPR and the California Consumer Privacy Act. Additionally, adtech partners are grappling with the technical challenge of personalizing video ads for prime-time-size streaming audiences.

These issues are poised to take center stage next year, and advertisers should bear in mind these four top trends as they approach their 2019 video strategy.

1. New offerings will make OTT a must-have for achieving meaningful reach.

Given the expense of cable bundles in the US, consumers are leading the charge in embracing more affordable digital options. Nearly one-third of adults now belong to the cord-cutter or cord-never camps, opting to watch their traditional TV content through new OTT services. For advertisers, this trend means that post-cable distribution is essential in achieving meaningful reach for any video campaign.

Targeting remains a challenge in these environments. CTV — like mobile apps — is a cookieless environment, and there are hundreds of OTT services and connected devices. Fortunately, supply-side players are innovating to better coordinate this inventory and improve audience targeting.

2. Traditional pay TV will continue to influence the video landscape.

Despite the growth in OTT, cable remains a dominant force in the industry. Pay TV captures nearly five hours of average daily viewing according to Nielsen, compared to only 46 minutes for long-form CTV content. Cable providers are also recapturing value from lost subscribers through investments in many leading digital platforms, from Hulu (Comcast) to Sling TV (Dish) to fuboTV (AMC Networks and 21st Century Fox).

It’s become increasingly clear that traditional TV is far from dead, but instead is experiencing a major inflection point. Expect to see more broadcast programmers repackage their inventory across devices and platforms to simplify things for buyers in 2019. These traditional media companies will also become savvier in collaborating with ad tech partners to facilitate data activation at scale, enabling brands to personalize video messaging for different viewer “personas.”

3. Shifting consumer expectations will drive innovation in ad transactions and delivery.

With countless video options available on TV, consumers increasingly won’t tolerate irrelevant or disruptive advertising. In fact, nearly 30 percent of U.S. consumers now use ad blockers, according to Statista. In the coming months, we’ll likely see more aggressive efforts to combat ad fatigue, such as the decisions by NBC and Fox to cut down total ad time in 2019 in favor of less-intrusive and higher-value ad products.

While TV advertisers have traditionally focused on scale for their broadcast campaigns, modern advertisers must be more calculated in their efforts, prioritizing relevancy over reach. But the first-party data necessary for executing such personalized campaigns remains difficult to activate. The industry will see adtech partners introducing solutions that help buyers and sellers harness the power of first-party data, while keeping that information anonymous and secure.

4. Transparency efforts and regulation will spur larger investments in data management.

The boom in video has unsurprisingly attracted some bad actors. Given the higher ad rates for video, fraud occurs nearly twice as often with that format than with other formats, such as display. Recent initiatives led by the IAB have helped combat fraudulent activity, with protocols like ads.txt and ads.cert preventing domain spoofing by signaling to buyers which inventory is authorized by the seller.

Many buyers and sellers are demanding greater transparency through supply path optimization (SPO). SPO tools use algorithms to filter out fraudulent bid requests and streamline paths to inventory, eliminating costly middlemen. Over the next year, there will likely be a reckoning amongst supply-side platforms, as buyers increasingly seek partners who can maximize performance and ensure brand safety.

Agility is essential

Above all, 2019 will require brands to be open and flexible with regards to their video advertising strategies. The most effective buyers remain sensitive to shifts in consumer behavior, while also proactively seeking opportunities to responsibly improve targeting and personalize their campaigns. Like any year in digital media, the only guarantee is change.

Kevin Hunt is senior vice president of global marketing at SpotX



Seems like addressable/advanced TV advertising has existed in a whirlpool of doubt, alongside the promise of better business opportunities. Now, however, the latter is getting a bigger profile.

The upside: addressable TV advertising has now achieved decent scale — around 65 million homes out of a total of 120 U.S TV households. The downside: cost, accessibility, and some consistent data metrics remain.

Research shows the results are there. First, addressable advertising does eliminate a lot of waste. And that begs the second question: Will advertisers now spend, say, four times more CPM (cost per thousand viewers) in order to deliver advertising specifically to that better, targeted audience?

Even if that isn’t a hurdle, there are other concerns. That includes a number of different multichannel video program distributors sellers — such as DirecTV, Dish Network, Comcast Corp. Charter Communications and Altice USA — which can have different functionality when serving those ads.

Here’s another: Different cable and satellite TV providers show that not all addressable homes are created equal, especially as it relates to specific consumer data preferences aligned in those homes.

In this regard, Open AP, a consortium of Viacom, Fox, Turner, NBCUniversal, and Univision, has intended to take a somewhat broader picture to easy entry. It wants to find new audience segments, maybe 100 or so, that can appeal to a wide range of TV marketers. It’s not a perfect targeting of audiences, but reasonable.

Against all this is a recent survey of some 500 media-marketing senior executives (who spend $1 million or more in TV and digital video ad spending) by AT&T’s Xandr, its advanced advertising unit, which shows trepidation.

While 76% of media agencies and marketers believe media sellers efforts offering advanced TV advertising platforms is a good idea, 48% say it is “very difficult to fully fund my media budget in order to achieve my media strategy goals.”

Also, 44% say “my current media buying-planning infrastructure is dated and not up to the task of effectively operating in the new media landscape.” Marketers and media agencies are leery about which direction to go.

But one area where there is little uncertainty: digital.

Digital media has always been the strong link when it comes to return on media investment and key sales outcome performance. But TV advertising — especially advanced advertising — still carries a comfortable ease of operation and large-scale promise for intended customers.

When will marketers give addressable a bigger chance? Or will they give more dollars to digital?



It seems like a good time to relive some of the most-hyped technologies and trends predicted to change the world of advertising in 2018.

Here are some of my personal favorites:

Blockchain. There’s no question that blockchain technology will find many applications for the advertising industry at some point — some with real market impact. However, blockchain is not going to revolutionize our industry nearly as fast as the hype would have you believe.

AI. Yes, artificial intelligence is an important technology that has been with us for decades, but is finally showing the capacity to improve computing systems in a number of industries, advertising included. However, the hype of AI for advertising massively overstates its capacity for actual real-world impact in the business today.

Data science. I am a big fan of data science, and spend a lot of time personally working on increasing its application and impact on the advertising industry. However, anybody who’s realistic would realize that the vast majority of decisions made in advertising are not even very empirical, so we shouldn’t expect “big data” to change advertising — not until our industry becomes more comfortable making decisions on even “small data.”

What market dynamic might live up to its pre-season hype as we head into 2019? 

My bet is the D2C movement. Not since the emergence of the World Wide Web have I seen something emerge that could be as consequential on the advertising, media and marketing ecosystem as the revolution being staged today by these digitally based brands to undermine channel-dependent incumbents in industries as far-ranging as razors, contact lenses and mattresses. This trend will only accelerate in 2019.

What do you think? What technologies or trends didn’t live up to their 2018 hype?



The year 2019 is almost upon us. ExchangeWire have invited hundreds of thought leaders to share their thoughts on what next year will hold, across a range of topics. Following what could be termed as one of the most interesting years in the connected TV space since its inception, thought leaders from across the industry share how they think 2019 will push the opportunities even further for brands to effectively target consumers across TV.

Brands afforded greater control

TV predictions

“The revolution in consumer freedom to watch wherever and whenever has been grasped with open hands – and the quality of TV content will continue to reach new heights in 2019. The continued data-enablement of TV across platforms makes this evolving viewing model a massive opportunity for advertisers. It will deliver brands greater control, greater flexibility and, ultimately, greater advertising impact. Data-driven addressability enables TV as both a brand-building and performance-marketing tool, delivering in both the long and short-term. TV brings fame and scale, it offers mass reach and amazing targeting and, of course, it’s brand-safe – this isn’t about to change in 2019.”

Jamie West, Group Director of Advanced Advertising, Sky

Focus will shift from infrastructure to the viewer

TV predictions

“The competitive pressures by direct-to-consumer services, like Netflix and Amazon, will force ad-supported networks to drastically lower ad load, both to build their own direct-to-consumer services and to slow the decline of the linear audience. As consumers expectations around ads are changing, brands will need to find new ways to integrate their messages within the content in natural ways beyond the traditional ad-break model. This all demonstrates a larger 2019 trend of increased focus on the viewer. The industry works like a pendulum; and while the last several years were focused on data, addressability, and infrastructure, the coming year will be about putting the viewer first, creativity, and the creative itself.”

Ari Lewine, CSO & Co-founder TripleLift

T-commerce will open up additional revenue streams

TV predictions

“Not only will linear TV get smarter in 2019, but the scale and connectivity of devices will also continue to rise as consumers increasingly interact with ads across various mediums like TV, voice, and mobile. T-commerce will also play a big role in the coming year. With brands and media entities looking to tap into additional revenue streams, we will see more widespread adoption of enabling commerce-based experiences through connected TV.”

Tripp Boyle, SVP, Sales Strategy & Business Development, Connekt

Consumption flexibility will drive personalisation

TV predictions

“Personalisation will be central in the future of TV and OTT, as viewers come to expect more and more targeted suggestions and flexibility. Consumers today are able to choose between more options than ever in terms of what, when, where, and how to consume content and media. This surplus of options means the ability to pick the location, platform, and device is becoming more personalised. According to Nielsen’s Total Audience Report, adults in the U.S. spend more than 11 hours a day, on average, engaged with media – and that figure will be even higher in 2019. In the UK, people spend roughly nine hours per day consuming media. This number will also grow as new ways are found to personalise TV and video viewing experiences.”

Barney Farmer, UK Commercial Director, Nielsen

Addressability going mainstream

TV predictions

“This year saw some significant changes to the connected TV landscape, including big industry plays like AT&T’s merger with Time Warner, Disney’s acquisition of 21st Century Fox, and Comcast’s bid for Sky. With a notable increase in the volume of addressable TV inventory and investment in related technology, addressable TV advertising has the potential to finally go mainstream in 2019. However, this requires commitment from across the industry to create a common currency to evaluate and trade connected TV and measure it in line with all devices and digital channels, if it is to achieve its full potential.”

Martyn Bentley, Commercial Director, AudienceProject

2019 won’t be ‘the year of OTT’

TV predictions

“The rise of connected TVs has been steadily increasing this year, with 40 million people in the UK regularly using catch-up platforms and 35% of those doing so weekly. But the OTT landscape is a complex one, with challenges for both the broadcasters and the advertisers. It’s unlikely that 2019 will be the year of OTT. It will take significant, industry-wide efforts to truly bring linear and digital video advertising together into the programmatic supply chain. However, this won’t stop OTT from being the advertising platform to watch in 2019. The market is evolving rapidly; advertisers and agencies are beginning to demand OTT inventory be measured for verification. This is in order to have consistent measurement across entire media plans. The industry needs to align on consistent OTT measurement and promote education around connected TV platforms and how they are different from other digital platforms and how they can lead to different buying strategies.”

Nick Morley, EMEA MD, Integral Ad Science

UK OTT consumption is maturing

TV predictions

“Traditional forms of TV ad buying, that once dominated the space, are now challenged by additional ways content can be viewed via OTT, SVOD, and VOD. We know the number of consumers accessing content through OTT is increasing, with 36.5% of internet users in the UK streaming OTT services, making it the most mature subscription OTT market out of the EU-5. Understanding the consumer’s journey, considering an audience’s limited attention span, and ensuring ad placements are aligned is key to maximising campaigns. As we move towards 2019, the ‘bigger picture’ for both linear and digital TV is to consider how to outshine rivals while improving the viewer experience.”

Marlene Grimm, Head of Analytics, TVSquared

DTC embracing CTV

TV predictions

“In the year ahead, we’ll see connected TV become the go-to advertising channel for direct-to-consumer brands. We’ve already started to see DTC brands experiment with connected TV advertising on our platform. These data-driven brands understand 1-to-1 targeting; and they value the premium, brand-safe content connected TV brings to them. As they mature, these young brands know they must diversify their advertising budgets, because there’s only so much value they can find on the Facebook newsfeed. Connected TV is appealing both from a brand-building strategy and a direct-marketing play that can drive measurable ROI. In fact, across the board, advertisers are investing in connected TV; and a recent survey we conducted of 140 buyers found that 70% are planning to spend more on connected TV in 2019. Demand will continue to rise as more advertisers see the effectiveness of advertising on connected TV.”

Mark Zagorski, CEO, Telaria

Advanced TV will shine in light of brand safety needs

TV predictions

“After a challenging year for the media industry, advertisers are keen to move their content to brand-safe environments. This can be the chance for Advanced TV to shine: the format combines the brand-safe, high-quality environment of traditional TV with the measurement and targeting capabilities of programmatic advertising. We know that many brands have already taken the plunge: in a recent survey, we found that 38% of brands told us that they are already buying Connected TV programmatically. We are expecting this trend to accelerate in 2019 and Advanced TV to become a key part of most ad campaigns.”

Mike Shaw, VP, EMEA, dataxu

Budget shift from linear to connected

TV predictions

“As more and more advertisers experience the improved targetability, analytics and attribution rooted in OTT/CTV, the upcoming year will see a massive acceleration of budget shifting. Local and spot TV buyers will rearrange their linear budgets to test the reach and frequency OTT/CTV brings with its pinpoint inventory of household demographics and behaviour. In the next two years, the percentage of budgets spent on OTT/CTV will exceed the percentage of minutes viewed on addressable devices. We’ll see the benefits of OTT/CTV come to life in 2019.”

Frost Prioleau, CEO,

Creative video intelligence will fuel personalisation

TV predictions

“While TV is still a major component of the marketing mix, advertisers must continue to adapt their strategies based on where their audience consumes video. Not only does CTV reach the rapidly growing cord-cutter population, the evolution of data-targeting capabilities now allows advertisers to personalise their videos for audiences on the big screen. This creative video intelligence – a combination of unique data and advanced creative – means consumers will begin seeing more and more CTV ads catered specifically to their interests at moments that make the most sense.”

Jay Baum, Head of Global Partnerships, Tremor Video DSP

From repetitive to sequential messaging

TV predictions

“As video moves to connected TV and OTT, where there is a digital identity layer, we will begin to finally see message sequencing and episodic ads delivered to a household or person. As a result, video ads can finally be more like content and an ongoing story told over several episodes, rather than cramming everything into 30 seconds and repeating that same message over and over. Programmatic creative can begin to reach its potential from this superior storytelling.”

Victor Wong, CEO, Thunder Experience Cloud