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The State of Smart TV: Automatic Content Recognition

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TV Data For Our Times: Back when America watched TV via rabbit ears or a 25-channel set top box, a panel-based measurement system based on viewers keeping diaries seemed like a perfectly reasonable way to measure what people were watching on TV.

But it’s 2018, and few people watch TV the old fashioned way anymore. They’re
increasingly watching TV via apps on digital devices and smart TVs. And even if those
apps are owned by traditional networks and MVPDs, the programming that’s on them is not getting counted.

That’s why there’s so much excitement about the data collected via ACR (Automatic Content Recognition) off of smart TVs.

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The State of Smart TV: Automatic Content Recognition

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  2. 2. 2 CONTENTS 3 TV Data For Our Times 4 Smart TVs Are Getting Connected 5 The User Experience Still Varies Widely 6 Smart TV Has Become A Two-Horse Race 8 How ACR Works 9 The Many Uses For ACR Data 10 The Pros And Cons Of Smart TV ACR Data 11 FTC Guidelines On Data Collection 13 Advantages And Challenges 15 Key Players In The Smart TV And ACR Data Ecosystem 17 Endnotes 17 Next Up… 18 About The Authors 18 Special Thanks 19 About TV[R]EV
  3. 3. 3 Executive Summary TV Data For Our Times Back when America watched TV via rabbit ears or a 25-channel set top box, a panel-based measurement system based on viewers keeping diaries seemed like a perfectly reasonable way to measure what people were watching on TV. But it’s 2018, and few people watch TV the old fashioned way anymore. They’re increasingly watching TV via apps on digital devices and smart TVs. And even if those apps are owned by traditional networks and MVPDs, the programming that’s on them is not getting counted. That’s why there’s so much excitement about the data collected via ACR (Automatic Content Recognition) off of smart TVs. Smart TVs are coming into their own TV[R] EV predicts they will be in close to 75% of American homes by 2022. They’re unique in that the ACR data obtained from smart TVs reflects what’s being watched regardless of input device. That means they can measure set top box viewing as well as OTT. As viewing habits change, it is important to understand how ACR data is affecting advertising and programing decisions, especially as this data becomes more prevalent with the continued adoption of smart televisions over the coming years. In this report we’ll explain how ACR technology works, who’s using it and how. We’ll also examine its pros and cons, and offer some predictions on where it is headed in the years to come. Methodology ›› In preparing our analysis, we interviewed dozens of senior-level executives in decision-making roles at a host of leading companies in the advertising, agency, network and measurement space. ›› We spoke to buyers, sellers, technology vendors and programmers, collecting a cross-section of insights about the workings of smart TV data. ›› No previous study has benefited from the direct participation of multiple companies across the entire marketplace. INTRODUCTION
  4. 4. 4 Smart TVs Are Getting Connected To understand how ACR data is flowing into the television advertising and programming ecosystem, we first need to understand the landscape of the smart TV ecosystem and how it has matured over the last few years. ›› The act of turning on a television now often means accessing the internet. More than half (56%) of U.S. adults now own a streaming-enabled television, up from one-third in 2015, according to the IAB1 . By 2021, there will be 114.3 million smart TVs in the U.S., up from 81.2 million in 2017, according to a July 2017 forecast by eMarketer2 . ›› Smart TVs (originally called “connected TVs”) in the past were seldom fully activated in the way manufacturers intended. ›› Manufacturers today say more than three- quarters of smart TVs are connected to the internet. This is attributable to more intuitive interfaces, increased cord-shifting, cord-shaving and cord-cutting, along with the growth in popularity of streaming services like Netflix, Amazon and Hulu. ›› The vast majority of smart TVs are sold at stores like Best Buy and Walmart, with many priced under $500. Most new TVs bought these days are smart TVs. ›› While connected devices like Roku, Apple TV, Amazon Fire TV and Chromecast have made gains—both eMarketer and comScore confirm Roku as the most popular—smart TVs remain dominant. More than 48% of viewers connect to the internet via Smart TVs, eMarketer found in July, compared with 37.3% through video game platforms. Roku was next on the list at 23.1%. ›› Connected devices offer a lower price point and more robust line-up of channels than Smart TVs or gaming consoles, but they can prove confusing for those with limited technical prowess. uu Takeaway: Smart TV interfaces have improved markedly from the early days, which has helped drive adoption. The smart TV sector still faces strong competition from connected devices like Roku. More than three- quarters of smart TVs are connected to the internet HISTORY
  5. 5. 5 The User Experience Still Varies Widely Industry sources rate Samsung as the leading smart TV manufacturer, e.g. the one they were most familiar with, but give connected devices a wide lead in consumer interface design and usability. ›› Originally, smart TV makers aimed to create their own app ecosystems, similar to the App Store and Google Play. ›› Over time, that task proved difficult as users accustomed to one experience on mobile devices were confronted with a completely different user interface on smart TVs. ›› More recently, some manufacturers have teamed with Roku (Hi-Sense and six other OEMs) and Google (Sony) to create more user-friendly interfaces. uu Takeaway: Smart TV manufacturers have improved their user interfaces, some by partnering with Roku and Google. Smart TVs do not have the viewer- friendly reputation of connected devices, which leads people to hold on to their older TVs (seven years is the average). Price is also a key determinant. Consumers are more ready try a $50 dongle or streaming box rather than a $500 smart TV experience. INTERFACE “Samsung is doing a better job. They’ve won over the consumer market with better products.” Senior Ad Sales Executive, MVPD “Apple, Google and Roku have been working on maximizing UX for years – a TV manufacturer can’t replicate that.” Senior Executive, Media Agency “Smart TV remotes are still clunky. The experience isn’t the same as it is with a Roku or an Apple TV.” Senior VP, MVPD “I have a 5 year-old smart TV and the interface is an issue. It’s not even close to comparable to connected devices.” SVP, Advanced Media, Ad Agency
  6. 6. 6 Smart TV Has Become A Two-Horse Race About a dozen companies are actively manufacturing smart TVs, though there are two main players. Combined, Samsung and Vizio reach more than two-thirds of smart TV homes. Most estimates have Samsung with slightly more than 40% market share and Vizio with slightly more than 30%. The media executives we spoke with were frequently surprised by these stats--many has assumed that companies like LG, Sony and Panasonic, which had once dominated the television OEM market still maintained sizable market share. While many were aware of Samsung’s prime position, they were unaware that Vizio has captured close to a third of the smart TV market. MARKET The overall market share for Smart TVs:
  7. 7. 7 One Horse Is Not Running An ACR Data Business ›› Samsung is a “walled garden” and is trying to create its own media, advertising and services business around the ACR data it collects. As such, Samsung is not selling its substantial data set to anyone else: ad tech companies, ad agencies or networks. ›› Vizio ACR data is marketed through Inscape Data Services, its wholly-owned subsidiary, and made available to customers to support analytics, targeting, and measurement use cases. ›› Manufacturers other than Samsung and Vizio have little consistency in how they enable, collect and distribute data. This poses a problem in data quality, speed, consistency as well as consumer privacy. ›› The choice for ACR data comes down to using Inscape or a patchwork of data from other, much smaller OEM’s with drastically fewer install bases. ›› Some ad tech companies make large reach estimates by extrapolating population sizes from a small number of actual reporting devices. This results in much higher margins of error and slower systems for reporting. ACR data that measures conversions using 1:1 IP-based matching is significantly more accurate given the larger sample size. ›› Smaller OEMs are less likely to have up to date opt-in policies because of the cost associated with compliance, which may include firmware updates. ›› In practical terms, given the lack of data from Samsung’s ecosystem, anyone not using Vizio data via Inscape is dealing with a balkanized landscape where data from an assortment of smaller players must be aggregated and normalized. This is not an impossible task — some companies seem to be making it work — but it’s much harder than dealing with a single source. That said, there’s an argument to be made for getting data from diverse sources. uu Takeaway: Samsung and Vizio dominate the smart TV market, but the smart TV data market is another story. Their divergent approaches to selling data — coupled with increasing smart TV adoption and subsequent fragmentation of the smart TV market — has resulted in confusion. Arriving at verifiable numbers of households captured by the various ACR companies and assessing the legitimacy of many data sets remains difficult. At present, no OEM has permission to monitor streaming video on demand (SVOD) services like Netflix and Amazon (or at least to release the results publicly).
  8. 8. 8 How ACR Works What Is Automated Content Recognition Data? Content and advertisements are ingested across multiple connected devices and platforms, attributing viewing sessions by port (e.g., HDMI) The collected data is processed and compared once again to the index. That information is then attributed across multiple audience dimensions. Customers receive regular data feeds and products based on individual needs Automatic Content Recognition is a system whereby software installed on a television, tablet or smartphone is able to recognize which programs and commercials are being watched, for how long the viewer is watching them. ›› ACR technology can be applied to both audio and video content. Shazam uses to ACR recognize songs. Smart TVs incorporate ACR to recognize ads and shows that are being watched. ›› Some TV data companies use audio to identify content, but this has proven to be problematic as background noise can interfere with results. ›› Video ACR operates by capturing ”fingerprints” from content that is displayed on the TV. They are then matched to a database of “known” fingerprints to identify the content being displayed. ›› At present, no OEM has permission to monitor streaming video on demand (SVOD) services like Netflix and Amazon (or at least to release the results publicly). ›› The database comes from a “listening post,” a third-party service set up to record and monitor all the over-the-air and cable broadcasts in different parts of the U.S. ›› When the software encounters a change in the program being displayed, it considers two options: 1. the viewer has changed the channel, or 2. they are watching a commercial break, and checks for both. ›› In the case of a commercial break, ACR systems can further distinguish between national commercials and local commercials. (Networks allocate approximately two to three minutes of every hour for local advertising.) ›› There is a post processing period where data is cleansed and interpreted. This is where ACR data processing firms can determine whether the viewer was watching on OTT/VOD, DVR or live. ›› Activities like binge-viewing can also be identified during the cleansing process. ›› Some companies do data cleansing manually, others do it automatically by using proprietary heuristics. The latter method is faster but can lead to false results. ›› This is a critical distinction as one of the main differences between various data sets comes from post-processing practices—how well the data is cleansed and interpreted. ›› Live viewing data is available hourly, so networks and advertisers can react quickly. This, in addition to granularity, are the key reasons why ACR data has become so popular ›› “Fingerprinting” involves taking a piece of audio or video and matching it to content in a database in order to identify it. While this involves actually creating a database, it is considered to be more accurate, and any company using ACR technology uses this methodology.
  9. 9. 9 The Many Uses For ACR Data Example of minute by minute broadcasts shows dips in attention during game play *Second by second metrics are used by broadcasters and advertisers to track attention on an hourly basis, example provided by Inscape.tv Use cases for ACR data include: ›› Media and audience planning ›› Linear TV media buying ›› Digital targeting ›› Closed-loop attribution measurement (IP-based) ›› Measurement of campaign/audience reach, frequency, lift
  10. 10. 10 The Pros And Cons Of Smart TV ACR Data Pros ›› The scale, glass-level detection and near real-time nature of ACR TV data results in more accurate measurement than set-top or panel-based viewing metrics provided by Nielsen, Rentrak and others. ›› Tapping into smart TV data lets businesses understand both linear and time-shifted viewing behavior in a device and service- agnostic environment. Whether it’s via the set top box, a smart TV app, or a connected device — content and ads can be recognized and measured. ›› This data can then be used to measure impact and supplement existing audience data for targeting purposes. ›› Tracks programming from OTT services and from devices like Roku, Chromecast, Xbox and other streaming sources — something set top box data cannot do. ›› Can be used to account for quantum viewing (viewing that starts on one screen and finishes on another). ›› Device IP addresses can be matched customer ID graphs and used in cross-screen targeting. ›› Faster results — data can be made available almost instantly. Cons ›› Critics say the database of users is a subset of all connected users and may lack the geographic/age/income balance found in panel- based measurement systems. ›› Database of users is self-selecting, consisting only of users who own newer smart TVs and have agreed to be tracked. ›› Legacy users do not realize that they are being tracked, which can lead to privacy issues. (opt-in permissions are often couched in terms of “getting better recommendations,” not tracking viewing for marketing purposes.) uu Takeaway: ACR data can provide a broader sample size than set top box data, which is why so many see it as the wave of the future. At present, there is a great deal of confusion in the market around data sources and number of households sampled. Once this is ironed out, ACR data should become standard currency for measuring TV.
  11. 11. 11 FTC Guidelines On Data Collection The February 2017 settlement between FTC and Vizio cleared up much of the confusion around smart TV data collection. While VIZIO admitted no guilt, the company worked closely with regulators to establish the first industry guidelines for smart TV data collection and consumer opt-in. Here are the guidelines’ main pillars: ›› Explain data collection practices up front. Tell consumers from the outset about the information you intend to collect in easy to understand, nontechnical language. ›› Get opt-in consent before you collect and share highly specific information about consumer’s entertainment preferences. If consumers wouldn’t expect you to be collecting information from them, especially sensitive information, make sure they consent to what you intend to do. ›› Make it easy for consumers to exercise options. Use plain English in descriptions and be transparent about intent. ›› Established consumer protection principles apply to new technology. Even if they were written before the advent of smart TVs, established policies still apply. Guidelines Are Easy, Compliance Is Hard While the FTC settlement established clear guidelines, compliance from OEMs and service providers is another matter. ›› The big issues with compliance are the high costs and significant time it can take OEMs to reset their hardware and deploy new opt-in notifications. As a result, many TV manufacturers, especially smaller ones, are “rolling the dice” on FTC compliance. ›› Some ACR ecosystem players like Samba or Alphonso use opt-in for apps to generate permissions for tracking and using ACR data. Because guidelines in OTT and mobile apps are often far less stringent, with user-flows that default to an opt-in position, the consumer app loophole helps retargeters obtain insights without the express consent of the device owners. While VIZIO admitted no guilt, the company worked closely with regulators to establish the first industry guidelines for smart TV data collection and consumer opt-in.
  12. 12. 12 Opting In Vizio Privacy opt-in after FTC ruling Because Opt-In for ACR data collection happens at the OEM-level, companies like Samba can use simple TOS to gain ACR data access (but terms vary widely among OEMs).
  13. 13. 13 Advantages And Challenges Advantages The Market For ACR Data Is Booming ›› The glass-level attention metrics obtained via ACR data are seen as a more reliable approach than legacy system such as Rentrak’s set top box or Nielsen’s small panel data. ›› Since ACR data only measures what’s on the screen, it achieves a higher level of accuracy than set top box data, which needs to be adjusted to account for the common scenario where viewers shut off the TV but not the set top box. ›› Glass level attention metrics like ACR are arguably more reliable than panel-based metrics such as Nielsen as they draw from a larger pool of viewers and, more importantly, do not rely on self-reported data. ›› In addition, ACR data is able to provide second-by-second measurement data, whereas Nielsen reports in 15-minute increments. That means brands can now tell exactly how their commercial fared overall, as well as in relation to other spots within the same pod ›› The industry has long been searching for a data source that can supplement/supplant Nielsen. While ACR data from smart TVs is unlikely to replace Nielsen, which also recently began tracking streaming video3 , it can help to fill in the gaps. ›› This will prove very valuable to networks and brands as the industry moves to indexed and addressable models that are based on data-driven audiences. ›› Smart TV data has an advantage over set top box data in that viewing from all sources is measured via ACR — if it’s playing on the TV, it’s measured. That means unlike set top box data, ACR data captures OTT viewing off Roku, Xbox, Chromecast and other streaming devices. ›› ACR provides the best data pool for cross screen attribution (1:1 deterministic matching with other devices means less reliance on small panel modeling and guesswork) ›› ACR data gives agencies and networks the ability to get fast, granular data they can utilize in something close to real time in order to make key decisions. ACR data gives agencies and networks the ability to get fast, granular data they can utilize in something close to real time in order to make key decisions.
  14. 14. 14 Challenges The Industry Needs More Education As To What ACR Is And How It Works ›› We spoke with a number of industry professionals — agency media buyers, brand managers, network executives and consultants — and the one commonality was that they were all confused as to how ACR actually works. ›› Even though many had read about or spoken to companies providing ACR data from smart TVs, they were not sure how those companies gathered information or where their panels came from. ›› They were unclear as to whether the data was licensed by these companies directly from the OEMs, whether it was generated by a software program that was installed on the TV set or whether viewers were paid to provide their information to the ACR companies. ›› Widespread integration of ACR data is slower due to incumbent, legacy systems like Nielsen, that have multi-year deals in place and multiple points of critical integration ›› While ACR data is most representative of the US census, there is a continued perception that smart TVs skew towards a younger, more affluent, more tech-savvy audience. ›› Samsung maintains a walled-garden approach and does not sell its data, thus eliminating close to 40% of available smart TV data. Vizio controls a further 30%+ of the market. Companies who do not have a deal with Inscape, Vizio’s ACR data subsidiary, must rely on a patchwork of data sources from various OEMs. This makes it more difficult to obtain and manage a clean data set. We spoke with a number of industry professionals— agency media buyers, brand managers, network executives and consultants—and the one commonality was that they were all confused as to how ACR actually works.
  15. 15. 15 Key Players In The Smart TV And ACR Data Ecosystem Companies That Collect ACR Data From Smart TVs ›› Gracenote: Gracenote began life as a music company, matching MP3 files to actual song titles. They now use audio- based ACR to match what viewers are watching to companion apps, and to provide viewership data back to their users (but not globally, as Gracenote isn’t in the business of selling audience data. As of December 2016, Gracenote is a subsidiary of Nielsen. ›› Inscape: Established in 2010 as TV Interactive Systems, Inc, the company operated at Cognitive Media Networks, the industry leader in ACR before being acquired by VIZIO in 2015. The company is a VIZIO subsidiary that has business with other OEMs and looks to consolidate ACR data under one cohesive umbrella. It currently pulls daily active data from 7.3 million explicitly opted-in homes. The company is based in San Francisco. Vizio, along with Samsung, dominates the smart TV market, with Vizio accounting for over 30% of all smart TVs sold in the U.S. Inscape is Vizio’s wholly owned subsidiary, and collects and sells data from Vizio TVs. ›› Enswers: Enswers is a South Korean- based ACR company that became a subsidiary of Gracenote Korea in 2015. The company’s ACR technology is embedded in Samsung TVs and is used to collect data for Samsung’s proprietary ACR data plays. ›› Roku: The Roku OS is embedded in one- eighth of the smart TVs sold in the U.S. It contains a lightweight software solution that tracks what the viewer is watching on various OTT services. ›› Verance: Verance has a product called Aspect that may provide a post-ACR measurement system. Aspect relies on watermarking and would work on any connected device — TV, tablet or smartphone. The catch is that the OEMs will need to install Verance’s software on their firmware and since most OEMs are building businesses off their ACR capabilities, those deals are not a given. ›› Sorenson: Sorenson has been working with Samsung and Vizio to take the data they collect and use it to overlay addressable TV ads on local broadcasts. This will greatly expand both the addressable TV market and the profile of ACR data Streaming Device Manufacturers ›› Roku: The most popular streaming device (comScore stats give them a 42% market share4 , eMarketer 29%5 ), Roku’s software tracks viewing and is able to provide both measurement and recommendations. Roku recently raised $219 million in an IPO6 and is rumored to be working on placing ad-supported programming on its mobile apps7 . ›› Amazon Fire TV: Amazon’s Fire TV is the second-most popular streaming device (28% according to ComScore, 27% per eMarketer) and collects OTT viewing data that Amazon uses for its own targeting purposes. ›› Chromecast: Google’s Chromecast is the third most popular streaming device (18% per ComScore, 28% per eMarketer) and can track what viewers are watching off various sites and apps. Google announced in October 2017 that 55 million Chromecast devices have been sold to date. ›› Apple TV: The least popular TV streaming device (12% per ComScore and 16% per eMarketer) Apple is one of the only companies to take a strong stand on privacy. Apple TV is able to provide recommendations, but that data is never shared externally or used for marketing purposes, even internal ones.
  16. 16. 16 Ad Re-targeting or Adsync Retargeting is a way for brands to reach users who have already been exposed to an ad in one medium on another medium. Retargeting prospects include people who have seen the ad for the same product, a related product or a competitor. Reach is also a problem for retargeters, whose large data sets may not allow them to reach large segments of their desired audiences. ›› Alphonso: Alphonso provides both ad retargeting and analytics. The company claims to get its data from 40 million devices (30 million mobile devices and 10 million smart TVs.) Their audio-based ACR software is embedded into smartphones and is activated when viewers use one of the apps that have an agreement with Alphonso while they are watching TV. For TV-based data, Alphonso works with smaller OEMs--they do not appear to have contracts with Samsung or Inscape. ›› Samba: Samba has several business lines: they provide content recommendations, function data management platform (DMP), provide ad syncing and retargeting, work with programmatic demand side platforms (DSPs) to target viewers, operate a connected TV ad platform that allows brands to target viewers with interactive ads, measure ad effectiveness, and work with networks and publishers to help them drive tune-in by tracking their viewers across devices. Samba claims that 1 in 4 ACR TVs (1 in 3 opted in ACR TVs) use Samba software. (That’s 13.5M TV HHs—11.9M smart TV HHs, 1.6M set-top- box HHs — and on 66M digital devices.) Samba works with OEMs in the third of the market that is not controlled by Samsung and Vizio, including Sony, Sharp, Toshiba, Philips, Sanyo, Magnavox, Element, Seiki, and Westinghouse. The number of TVs actively reporting data to fuel Samba metrics is not made public. ›› Tapad: Tapad provides cross screen advertising capabilities. Their proprietary algorithm can determine which devices are owned by the same person which allows marketers to target that individual across screens. It fuels the mobile device side of the business. ›› TVadSync: TVadSync uses Vizio data from Inscape to determine what viewers are watching and what ads they’ve seen. They then use that data to help brands target those same viewers on mobile devices. ›› Viant: Viant, which was purchased by Time, Inc. in 2016, maintains a platform known as the Viant Advertising Cloud, one of the largest registered user databases in the world, with access to over 1.2 billion registered users. They also maintain a DSP and use Inscape’s ACR data to both target users and to understand their behavior as they track them across platforms. Advertising Attention, Attribution Measurement ›› iSpot: iSpot uses data from Inscape to track TV commercials and provide brands with what it calls “attention metrics” — data on what percentage of viewers saw the commercial, how many watched it to completion, where those viewers lived and what programs they were watching. Relying on ACR data allows them to tracks viewing patterns second-by-second rather than the 15-minute increments Nielsen is able to provide. iSpot is also using that data to provide multi-touch attribution data, helping to prove the effectiveness of TV advertising based on how and when ads prompt top of the funnel activity like website visits. Data Management Platforms As Digiday explains, “a data management platform (DMP) is a data warehouse. It’s a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses.”8 ›› Lotame: Lotame is a data management platform that uses Inscape ACR data to create audience segments that help marketers execute TV ads placement. They can then combine this data with the data they have on digital viewership to plan and measure cross-screen campaigns. ›› Adobe/Tubemogul: Tubemogul, which was acquired by Adobe in November 2016, is a combination DMP/DSP. It allows brands to plan, buy, measure and optimize their ad campaigns across a variety of screens. TubeMogul’s PTV (Programmatic TV) platform uses (Inscape) ACR data to help identify audience segments and what shows they are watching. ›› TruOptik: TruOptik is a Connecticut- based startup that maintains an OTT data management platform that allows brands to run ads on ad-supported OTT and connected TV platforms. Their proprietary system allows brands to buy ads with the same audience segments and targeting capabilities as digital.
  17. 17. 17 Next Up… Look for Part 2 of our study, where we’ll do a deep dive into how ACR is being used to both track and place advertising. We’ll look at the players who are doing it and how they do it, who is using them and what the future of ACR looks like. Endnotes 1 “The Changing TV Experience, 2017.” IAB, www.iab.com/wp- content/uploads/2017/05/The-Changing-TV-Experience-2017.pdf. 2 “168 Million Will Watch Connected TV in the US This Year.” EMarketer, EMarketer, 26 July 2017, www.emarketer.com/Article/168- Million-Will-Watch-Connected-TV-US-This-Year/1016233. 3 Myers, Jack. “90% Of SVOD Viewing Is On the TV Set, Reports Nielsen. Only 20% of Viewing Is Original Content.” MediaVillage, 23 Oct. 2017, www.mediavillage.com/article/90-of-svod-viewing-is-on- the-tv-set-reports-nielsen-only-20-of-viewing-is-original-content/. 4 “Roku Leads OTT Streaming Devices in Household Market Share.” ComScore, Inc., 16 June 2016, www.comscore.com/ita/Insights/Blog/ Roku-Leads-OTT-Streaming-Devices-in-Household-Market-Share. 5 “168 Million Will Watch Connected TV in the US This Year.” eMarketer, ibid. 6 Natasha Bach. “Roku’s IPO Price Just Gave the Company a $1.3 Billion Valuation.” Fortune, 28 Sept. 2017, fortune.com/2017/09/28/ roku-ipo-billion-valuation/. 7 Roettgers, Janko. “Roku Wants to Start Streaming to Third- Party Devices (EXCLUSIVE).” Variety, 25 Oct. 2017, variety. com/2017/digital/news/roku-mobile-third-party-device- streaming-1202598964/. 8 Marshall, Jack “What Is a Data Management Platform, or DMP?” Digiday, 28 Apr. 2017, digiday.com/media/what-is-a-dmp-data- management-platform/.
  18. 18. 18 About The Authors Special Thanks Journalist & Analysts Dawn Chmielewski David Bloom Dan Rowinski Eleanor Dowling Semeraro Research & Production John Cassillo Zach Servideo Annie Edwards Jon Cappetta Mike Gasbara …and all the executives that spoke to us off the record, shared data and gave insights Alan Wolk “If you know anything about television, you probably know Alan Wolk.” That’s how Adweek describes the best-selling author of Over The Top. How The Internet Is (Slowly But Surely) Changing The Television Industry. As co-founder, editor and lead analyst of TV[R]EV, Wolk has created one of the media industry’s go-to sites for understanding the changes coming from Hollywood, Silicon Valley, Madison Avenue and beyond. A frequent contributor to and columnist for Slate, Forbes, Decider and other industry news sites, Wolk has been interviewed and quoted by everyone from NPR to the New York Times to CBC National News and recently appeared on a segment of public television’s Brian Lehrer Show about the future of TV. Jason Damata Jason is the founder and CEO of Fabric Media, a media incubator and talent consortium. The company serves leading-edge TV disruptors—from data and analytics platforms to TV networks to emotional measurement companies. Damata has traveled the country for C-SPAN, where he worked with MSOs, produced educational political programming. He has served as CMO of Bebo when it was the world’s 3rd largest social network, led marketing for Trendrr until it was acquired by Twitter and helped build the world’s largest LIVE broadcast offering at explore.org where he built up a global syndication network. Dade Hayes A two-decade entertainment journalist and media veteran, Dade Hayes has held high-level executive editorial positions at Variety, Entertainment Weekly and Broadcasting & Cable. Currently serving as Contributing Editor at Deadline, Hayes is author of two books whose writing has appeared in the New York Times, Fierce Cable, the Globe and Mail, Los Angeles Times, Forbes, TV Guide and TV[R]EV.
  19. 19. 19 About TV[R]EV TV[R]EV is a strategic consulting and publishing group. We cover the rapidly changing world of television as it intersects with advertising, social media and digital. We are analysts, producers, journalists and industry executives who get our information from inside sources, people we’ve known and cultivated over the years and whose trust we’ve earned. That alone makes us different from the vast majority of our competitors. We don’t drink the Kool-Aid, and we understand that nothing is ever black and white. WORKSHOPS. Want to get your team up to speed on the trends that matter in TV? We are happy to lead half/full/two-day workshops both as a one time event or as a fun recurring way to keep everyone up to speed. ANALYST IN RESIDENCE and NEWS CURATION. Don’t have time to keep on top of the seemingly daily changes the industry is undergoing, let alone figure out what they mean? Not to worry. Our customized biweekly news analyses will keep you up-to-date, let you know why whatever happened matters to you and to your company, along with what you need to do about it. STRATEGY WORK. You’ve got a great product but you’re not sure how to position it for the networks or MVPDs you want to sell it to? We can help you craft a marketing strategy that hones in on the features your target actually cares about. We’ll help you identify the pain points your product can solve. Make sure your pitch uses language that resonates with your target. Even sit in on your pitches and offer our critique. IN-DEPTH RESEARCH REPORTS. If you liked our report on ACR, we can create similar in-depth reports on any media-related topic that interests you. Whether you want to invest, acquire or just get a leg up on the competition, TV[R]EV will mine our industry contacts, create custom surveys and sprinkle in our stellar analytical skills and deep industry knowledge to prepare a report that’s exclusively for you and your team. For more information or to find out how we can help you, email us at info@tvrev.com
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