Adobe's Programmatic TV Survey for Q3 2017 tells a compelling story: first-party data-driven targeting is a game-changer in programmatic television. The Programmatic Television Survey for Q3 2017 contains data from a survey of over 400 UK & US advertising professionals from both agencies and brands. It was conducted online by Adobe during May and June of 2017. Respondents were recruited online and asked a series of questions about their experience with programmatic television.

2. PTV TARGETING SURVEY| Q3 2017
METHODOLOGY
The Programmatic Television Survey for Q3 2017 contains data from a survey of over 400 UK & US advertising
professionals from both agencies and brands. It was conducted online by Adobe during May and June of 2017.
Respondents were recruited online and asked a series of questions about their experience with programmatic television..

3. Programmatic TV is already widely used:
Nearly 3/4 of media decision makers are
already buying TV programmatically, as are
2/3 of agencies, and over 1/2 of brands we
talked to.
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who
are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
PTV TARGETING SURVEY | Q3 2017
Programmatic TV is Mainstream

4. Programmatic TV is gaining share: In the
US & UK more people plan to increase their
programmatic TV budget more than their
overall TV budget.
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who
are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
MEDIA HABITS SURVEY | Q3 2017
Programmatic TV is Gaining Share

5. Agencies and brands agree the most that programmatic TV’s largest advantage is better targeting.
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who
are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
PTV TARGETING SURVEY | Q3 2017
Targeting is PTV’s Killer App

6. Most programmatic TV buyers are
opening budgets with added targeting in
mind: 62% of people increasing spend in
programmatic TV in the next 6 months see
reaching a more targeted audience as the
main benefit.
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who
are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
PTV TARGETING SURVEY | Q3 2017
Advertisers Are Investing in Targeting

7. Agencies and brands agree that first party
data makes programmatic TV better: With
more access to first party data brands and
agencies report gaining better insights (24%),
delivering more tailored ads (21%), and driving
better ROI (18%).
First party data enhances one of the largest
advantages of programmatic TV: Marketers
report that first party data significantly increases
their ability to gain better insights out of
programmatic TV.
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who
are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
PTV TARGETING SURVEY | Q3 2017
1st Party Data Make PTV Even Better

8. Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 people in the United Kingdom (UK) who
are decision-makers for placement of TV or digital media marketing;
Glossary PTV: Programmatic Television; First-Party Data: proprietary data owned by the advertiser
First party data has brands and agencies
doubling down on programmatic TV: 84% of
current purchasers would be likely to increase
their programmatic spend if they had access
to first-party data targeting, as would nearly
all agencies (92%) and 77% of brands.
PTV TARGETING SURVEY | Q3 2017
Better Targeting = More Investment