– Presents new research that shows advertisers
eager to apply data to TV advertising; survey finds advertisers
expect 40% of their TV advertising will be data-enabled by 2020
–
– Proposes new approach to secure use of data
insights that addresses unique needs of television ecosystem –
Today, Blockgraph, an industry initiative spearheaded to date by
FreeWheel, A Comcast Company (Nasdaq: CMCSA), in partnership with
industry partners, released a new whitepaper entitled Building the
Future of Data Driven TV: The Quest to Create a Safe Identity Layer
for the Industry.
The paper offers practical advice for companies moving towards
the data-driven future and explores the current approaches for data
sharing in the TV industry. The publication also presents the
findings from a new research survey of over 150 advertisers and
agencies, commissioned from Advertiser Perceptions, on the
challenges, opportunities and importance of bringing advanced data
to television advertising.
According to the survey, the mean percentage of advertisers’
total TV spend that is data-enabled (using data to improve
planning, targeting and/or analyze attribution) has grown at a 42%
three-year compound annual growth rate. Moreover, it appears that
data-enabled TV growth is about to accelerate in 2020, as evidenced
by these key findings from the whitepaper below:
- 2018: 20% TV spend data-enabled
- 2019: 29% TV spend data-enabled
- 2020: 40% TV spend expected to be
data-enabled
Yet historically, the TV advertising ecosystem has faced a
number of challenges, as substantiated by the survey:
- Identity Resolution (Low Match
Rates) in The New TV Ecosystem: An increase in content options
and distribution channels makes it difficult to build a 360-degree
view of an advertiser’s targeted audience. Among advertisers, over
one-third (36%) said identity resolution was one of the top three
barriers preventing them from using data to build audience
profiles; only 20% said that they could “easily develop a
360-degree view” of their audience.
- Industry Dynamics in the Media
Supply Chain: Audience relationships and advertising rights are
split between a number of distributors and content owners, creating
a complex ecosystem of data ownership and sharing. Our survey
indicated that 54% of advertisers were concerned about competitive
leaks when sharing information with media partners (even via a
trusted third-party provider), and only 5% had no concerns about
sharing data with media partners.
- Privacy, Compliance and Data
Security: This supply chain complexity places greater demands
on companies to ensure consumer privacy and data security. Among
advertisers, 79% said protecting consumer privacy was a top concern
in 2019, up 10% over 2018.
- Data Matching and Operational
Inefficiencies: As mentioned above, data matching is
facilitated by trusted third-party providers outside of the supply
chain; however, operational and coordination challenges can make
this process inefficient in terms of turnaround time and expenses.
In fact, 38% of advertisers cited this as a top-three barrier
preventing them from using data to build audience segments for
TV.
“The findings confirmed that advertisers are eager to bring
additional data to TV, similar to their use of data in digital
media. Yet, there is also the recognition that TV is different,”
said Jason Manningham, General Manager, Blockgraph. “So, while they
are bringing more data to TV, the growth, albeit strong, is
actually tempered a bit by today’s challenges.”
“At Blockgraph, we spend our days helping the TV industry
realize its full data-driven potential. Chief among our objectives
is making data both easy to use by marketers and safe for data
owners and their audiences,” he added. “But it’s always helpful to
understand how advertisers are thinking about data holistically,
and the challenges that they are facing when it comes to
data-driven TV. That was the impetus for our research.”
The whitepaper explains how Blockgraph creates industry-wide
value in The New TV ecosystem by addressing many of the key
challenges of data sharing and identity resolution. By connecting
data across the entire TV ecosystem while protecting data ownership
and safeguarding consumers’ privacy, Blockgraph will enable TV to
pair its exceptional ability to reach and engage mass audiences
efficiently, with the breadth and depth of data insights necessary
for robust data-driven TV planning, execution, measurement and
attribution.
“Considering that data is the cornerstone to almost all of the
innovation that will make TV a smarter, more efficient, more
effective advertising vehicle, we need to solve the sizable
challenges that still surround data sharing and activation,” said
Dave Clark, General Manager, FreeWheel. “What’s so exciting is that
when I talk to clients, and hear their challenges and concerns
around data, I know that FreeWheel is uniquely positioned to
collaboratively provide solutions on behalf of the entire TV
ecosystem. Our Blockgraph initiative offers both an example of our
collaborative approach, and a path that can accelerate the growth
trajectory of data-driven TV advertising. And it’s here.”
To access a full copy of the whitepaper, please visit
http://freewheel.tv/insights/#blockgraph-insights.
About Blockgraph
Blockgraph is an industry initiative focused on creating a more
secure way to use data and share information. It is designed to
become an “identity layer” for the TV industry, providing a
platform on which media companies and publishers can offer
marketers best-in-class data capabilities without disclosing
identifiable user data to third parties. For more information on
Blockgraph, or to find out how you can participate, please visit:
www.blockgraph.co.
About FreeWheel
FreeWheel, A Comcast Company, empowers all segments of The New
TV Ecosystem. We are structured to provide the full breadth of
solutions the advertising industry needs to achieve their goals. We
provide the technology, data enablement and convergent marketplaces
required to ensure buyers and sellers can transact across all
screens, across all data types, and all sales channels, in order to
ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris,
Beijing and across the globe, FreeWheel, A Comcast Company, stands
to advocate for the entire industry through the FreeWheel Council
for Premium Video. For more information, please
visit www.freewheel.tv, and follow us
on Twitter and LinkedIn.
About Advertiser Perceptions
Advertiser Perceptions is the global leader in research-based
business intelligence for the advertising industry. Our exclusive
insights, practical advice and knowledgeable guidance produce
actionable solutions that deliver results and enable our clients to
thrive in today’s complex and competitive advertising market. For
more information about our services or to arrange a private
briefing, please contact us at 212-626-6683 or
info@AdvertiserPerceptions.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20190530005651/en/
FreeWheel:Elaine Wong, 929-388-9098elaine_wong@comcast.com
Advertiser PerceptionsFrank Papsadore,
508-681-8872frank.papsadore@advertiserperceptions.com
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