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PTV TARGETING SURVEY| Q3 2017
METHODOLOGY
The Programmatic Television Survey for Q3 2017 contains data from a survey of ov...
Programmatic TV is already widely used:
Nearly 3/4 of media decision makers are
already buying TV programmatically, as are...
Programmatic TV is gaining share: In the
US & UK more people plan to increase their
programmatic TV budget more than their...
Agencies and brands agree the most that programmatic TV’s largest advantage is better targeting.
Methodology Between May 3...
Most programmatic TV buyers are
opening budgets with added targeting in
mind: 62% of people increasing spend in
programmat...
Agencies and brands agree that first party
data makes programmatic TV better: With
more access to first party data brands ...
Methodology Between May 30th and June 5th, we talked to more than 400 people in the United States (US) and more than 200 p...
ADI Programmatic TV Survey Q3 2017
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ADI Programmatic TV Survey Q3 2017

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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.

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ADI Programmatic TV Survey Q3 2017

  1. 1. 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..
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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

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