3. TV IS NOT
GOING TO THE WEB
web-like business models
are coming to TV.
4. VIDEO AD CONVERGENCE:
DATA AND AUTOMATION
2013
2018
TV
2023
TV
TV
Digital
Video
Digital
Video
$3.5B
$74B
LITTLE CROSS-CHANNEL BUYING
COORDINATION. NO INTEGRATION
Digital
Video
$8B
$85B
SOME CROSS-CHANNEL COORDINATION &
INTEGRATION
$20B
$95B
FULL CROSS-CHANNEL
COORDINATION & INTEGRATION
Audience-Based
Programmatic
5. COMMON MEDIA METRICS USED TODAY
ONLINE
TV
Impressions
(GRPs)
Impressions
Visitors
Viewers Reached
Unique Visitors
(Unduplicated Reach)
Unique
Viewers Reached
Brand Lift
Brand Lift
Purchase Data and Behavioral
Targeting
Cost-per-click
Cost-per-acquisition
Customer Data
SALES
6. ADDITION OF GRANULAR AND CROSSPLATFORM METRICS TIED TO SALES
ONLINE
REACH
Impressions
End-to-End Measurement
TV
Impressions
(GRPs)
Visitors
Viewers Reached
RESONANCE
Unique Visitors
(Unduplicated Reach)
Brand Lift
Unique
Viewers Reached
Brand Lift
REACTION
Cost-per-click
Cost-per-acquisition
Purchase Data and Behavioral
Targeting
Customer Data
SALES
Cross-Platform Metrics