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FUTURE OF
TV AND VIDEO
ADVERTISING
BACKGROUND
& BIASES
TV IS NOT
GOING TO THE WEB

web-like business models
are coming to TV.
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
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
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
THANK YOU
dave@simulmedia.com
@davemorgannyc

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Media Re-Defined: TV

  • 1. FUTURE OF TV AND VIDEO ADVERTISING
  • 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