Programmatic Buying For The “New” Living Room

@theTradeDeskInc

AUTOMATED AUDIENCE BUYING

advanced TV is:

DATA ENRICHED TV

TV AS WE KNOW IT IS CHANGING

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

SMART TV shipments over take traditional

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

THE LIVING ROOM NO LONGER EXISTS

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

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.

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

SMALL BUNDLES

À la CARTE

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

OTT migration is happening in ALL demos

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

OTT solutions are best positioned to cannibalize Linear TV if TV does not adapt

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

SVOD SUBSCRITION VIDEO ON DEMAND

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

(AVOD) AD-SUPPORTED

VIDEO ON DEMAND

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

$9 TV spot?

HOW THE COST OF A SPOT HAS CHANGED

$1.98$19,700

$6.52$94,700

$21.45$129,600

$24.76$112,100

*SOURCE: Nielsen Media Research TV Cost and CPM Trends February Each Year

there is no crisis.

CPMs are rising, not falling.

advanced TV represents promise.

$4.5M

$627K

$400K

$345K

$189K$218K

$240K$212K

*SOURCE: AdAge How Much For A :30 Spot 2014

we call it the forward market

the TV upfront is here to stay

the digital/video team will buy TV

52%

Display Mobile Social Video TV Out of home Other (please specify)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

For what channels do you buy media pro-grammatically?

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

National Broadcast Networks

69%

what do buyers want?

CableSystems 48%

Local BroadcastStations

61%

Connected Devices 59%

61% Natl. Cable Networks 56% Local

61% Natl.

8% will spend between 6–10% of TV budget programmatically

<1 Year

PROGRAMMATIC BUYING FOR THE

NEW LIVING ROOM

97% would be most interested in buying :30 with PTV

93%

YOUTHANK

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