As per the report, TV viewing habits have become more fragmented globally, with average daily watch time across linear TV and OTT being two hours and 53 minutes, and watch time on streaming platforms surpassing linear TV by 22%.

1. WEAREMiQ.COM
How advertisers can get on the
same wavelength as consumers.
A GLOBAL R EPORT ON A DVAN CED TV

2. 3
THE BIG TRENDS
2
2
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WH AT YO U ’ LL LEARN FROM T HIS REPORT
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS. WHAT YOU’LL LEARN FROM THIS REPORT
ABOUT THE DATA
MiQ partnered with Sapio and
surveyed 7,000 consumers and
1,100 decision makers of brands
and agencies across the US, UK,
Canada, Australia, Germany, India,
China and Singapore.
MiQ also has access to data for
over 765+ billion impressions/
commercials annually and more
than 140k distinct TV viewership
signals for each household, which
results in a total volume of 6.4 trillion
TV content consumption signals
available to MiQ.
The figures in this report represent
comprehensive audience,
commercial, and content ACR
(Automatic Content Recognition)
data for over 60 million households.
04 Introduction: It’s time for a reboot
Why TV advertisers need to rethink their priorities
(and how this report will help).
06 What are you watching?
How audiences are consuming TV —
and what it means for advertisers.
14 The inside scoop on advertisers
We explore how advertisers are tackling the
fragmented TV landscape.
20 5 lessons for advertisers
If you only remember 5 things from this report,
it should be these 5 things.
26 How to succeed in Advanced TV
How to reach audiences at the right time, in the right
place, and in the right way.
3

3. 1 2 3 4 5
It’s no secret that the way we consume content isn’t what it used to be. Gone are the simpler
days when the TV guide, well, guided you on what was on — and told you when you had to
watch it.
Today’s viewers tune in whenever they want, wherever they want, however they want. In a world
of over-the-top (OTT) media, connected TVs (CTV), and mobile-first viewing, the consumer has
more choice than they could ever need. So while linear TV still has a place in global households,
streaming is becoming the go-to option for more and more consumers.
Of course, what’s convenient for your audience is often inconvenient for you.
And this presents a wealth of challenges for the advertiser. Keeping up with consumer
behaviors across demographics, geographies, platforms, and devices can be a tad complicated.
Everything’s changed (almost)
5
Introduction: It’s
time for a reboot
We’ve gathered insights from the largest, most diverse TV data footprint around the globe,
complemented by surveys conducted with both consumers and media planners.
From that data set, we’ve created a report that reveals:
We decided to do something about it
The need for a holistic approach focused on high-quality, relevant ad experiences
across advanced television (ATV).
How to succeed in an era when streaming time surpasses linear viewing by 22%.
Why marketers aren’t capturing the full potential of ATV — and how they must act with
intentionality on a strategy that balances the right frequency with the right content.
The good news is marketers see the value of Advanced TV and are planning to increase their
spending. The ones that succeed will be those who use their budget in an efficient way to
increase the quality, resonance, and transparency of their campaigns.
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS. INTRODUCTION: IT’S TIME FOR A REBOOT
4
A DVA N C E D T V
All non-traditional TV. It’s the umbrella term encompassing over the top, connected TV
and addressable.

4. “WHAT ARE YOU WATCHING?”
2
1 3 4 5
“What are you
watching?”
Across linear and OTT, the average daily watch time
is 2h 53m. That’s a big chunk of time and a great
opportunity to reach viewers. But how are those
viewers actually consuming content? Here’s what our
research tells us.
Confirming our real-life observations, we found that time spent on
streaming platforms has surpassed linear TV watch times by 22%. Cord
trimmers (those who watch OTT and linear), cord cutters (a little linear,
mainly OTT), and cord nevers (OTT-only) outnumber those who only watch
linear TV three-to-one.
In addition, three of four people report watching OTT video content as a
part of their TV viewing behavior.
Even when streaming, viewers are further divided:
Viewing habits have become
fragmented
ADVERTISER INSIGHT
With a clear shift towards
streaming, marketers need to
include CTV as a key pillar of
their ad strategy.
With an opportunity to reach
audiences across a wider
variety of channels comes the
challenge of managing reach
and frequency to avoid
over-exposure.
The big question?
How to ensure engagement
with your audience in the
right environment.
Multi-platform
Consumers subscribe to 3 streaming services, on average.
Subscription hoppers
10% of viewers jump from subscription to subscription
based on what they’re watching.
Changing channels
93% of consumers are re-evaluating their subscriptions,
and 33% of those are looking at ad-supported platforms.
7
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS.
6

5. 9
Viewers aren’t giving their full attention to
one screen, in one sitting
45% of viewers often (or almost always) use a second screen – as in, an internet-
connected device – while streaming videos or watching content on TV.
Unsurprisingly, this second screening habit is more common among people aged
18-44, with 57% frequently using a second screen while consuming content on TV.
On the other hand, this number is only 27% on average for people aged 45+.
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS.
of viewers often (or
almost always) use a
second screen.
ADVERTISER INSIGHT
Second-screening could be the perfect opportunity for mobile retargeting and
competitive conquesting.
“WHAT ARE YOU WATCHING?”
8

6. HOW ARE PEOPLE INTERACTING AND ENGAGING WITH
ADS DURING TV PROGRAMMING?
PERCENTAGE OF PEOPLE POSITIVELY ENGAGING WITH ADS
10
Advertisers can turn passive viewers into active
viewers, in one sitting
Ad engagement varies around the globe
Our respondents varied widely in their tendency to interact with advertising during
their viewing sessions – and this should factor into advertising approaches.
In markets with high engagement such as India and China, advertisers can take
advantage of a “full funnel in one device” approach using direct-response ads, such
as those with QR codes.
82%
82%
68% 37%
37%
44%
51%
60%
Linear viewers are exposed to over 4 times
the ads that OTT viewers are.
Yet, frequency doesn’t contribute to
successful recall.
Avg ads seen
per hour
CTV provides an opportunity linear
does not have, to drive engagement
and recall with ads.
In fact, only 5% of users reported
watching more than 15 ads on linear TV.
This possibly points to the fact that most
viewers do not pay attention to ads on
linear TV due to oversaturation, or their
tendency to multitask while watching
linear TV, leaving commercials running
while they’re in and out of the room.
Meanwhile, OTT is tuned into for specific
programming, so ads are more likely to
be consumed because they are fewer
and unskippable at the start and middle
of programming. On top of this, linear
commercial ads are on average 50%
longer than OTT commercials. In the
attention economy, shorter and less
frequent OTT ads should have the
upper hand.
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS.
Only 5% of users
reported watching
more than 15 ads on
linear TV.
“WHAT ARE YOU WATCHING?”
11
AUSTRALIA
CANADA
UK
USA
GERMANY
SINGAPORE
INDIA
CHINA
In countries with comparatively lower engagement such as Australia
and Canada, brand awareness advertising to first build interest is
necessary. This is where the advantages of an omnichannel approach
can really make a difference to advertisers looking to catch audiences
at the right moment — in the right place.

7. Combining data with creative yields
big results
With viewers watching across multiple platforms and multiple screens, advertisers
need to work harder to capture attention. Quality, context, and resonance of ad
messaging is more important than ever
Programmatic offers an opportunity to tell a cohesive story across multiple platforms.
With this approach, you can leverage high-quality data and impactful creative to
reach your audience on multiple screens with the right message, at the
right moment.
Today, you can’t just assume someone watching a cooking show will want to see a
fast-food ad. On CTV, connecting audience data from a website or CRM, or using
digital contextual signals to define interests and intent, can help you target people
with ads they’ll actually care about.
The adage of quality over quantity applies here, too.
ADVERTISER INSIGHT
With 57% of those aged 18–44 using a second screen while watching TV,
advertisers have a unique opportunity to retarget viewers.
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS.
Over 65% of people
we surveyed say
that the production
value of content has
an impact on their
perception of the
brand’s ad.
“WHAT ARE YOU WATCHING?”
VIEWERS DON’ T TREAT
YOUTUBE AS A SEPARATE
EXPERIENCE, SO WHY DO
ADVERTISERS?
YouTube is the leading OTT
service, with more than 2
billion users. By comparison,
Netflix comes in a distant
second at 238 million.
What does this mean? It
means marketers need an
approach that considers
YouTube as part of their wider
media plan across linear, CTV,
and digital formats.
While YouTube is great for
reach, some advertisers have
concerns about transparency
and whether their ads are
reaching the right audience.
That’s why it’s necessary to
have a partner that ensures
they’re getting the reach
and performance from their
YouTube campaign on the
right channels, videos,
and categories.
R E A D M O R E
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12

8. 3
1 4 5
The inside scoop
on advertisers
In this section, we’ve picked out the key insights you need
to understand advertiser perceptions of ATV. We’ll cover
how advertisers are spending their budget, how they’re
measuring success, and what they think makes a campaign
more successful.
From our research, it’s clear that marketing spend is on the rise.
Of course, this figure is a global average. The largest increases will in fact be coming
in China and India. Businesses in China expect their / their clients’ marketing spend
to increase over the next year compared to the previous year by 81% — and India
by 87%.
Advertisers are spending big
2
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS.
of businesses expect
their / their clients’
marketing spend to
increase over the
next year compared
to the previous year.
THE INSIDE SCOOP ON ADVERTISERS
15
HOW ARE YOU EXPECTING YOUR / YOUR CLIENTS MARKETING SPEND TO CHANGE
OVER THE NEXT 12 MONTHS COMPARED TO LAST YEAR?
PERCENTAGE INCREASE Source: MiQ -SAPIO Global Survey
AUSTRALIA
CANADA
GERMANY
SINGAPORE
UK
USA
CHINA
INDIA
64%
67%
81% 76%
87% 78%
78%
79%
14

9. 17
…and CTV is a priority
Advertisers are recognizing the potential of an approach that combines CTV, with a majority
choosing to increase investment.
* CTV including YouTube
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS.
of businesses / their clients expect their marketing
spend to increase over the next year compared to the
previous year for CTV.*
THE INSIDE SCOOP ON ADVERTISERS
HOW FAMILIAR ARE YOU WITH CTV ADVERTISING?
PERCENTAGE OF RESPONDENTS
I’M AN EXPERT
AND HAVE BEEN
ADVERTISING ON
THE PLATFORM
FOR A WHILE
I HAVE SOME
KNOWLEDGE OF
THE ADVERTISING
PLATFORM
I KNOW MY WAY
AROUND BUT HAVEN’T
EXPERIMENTED
WITH IT
I HAVE HEARD ABOUT
IT BUT HAVE LIMITED
UNDERSTANDING
I DON’T KNOW WHAT
CONNECTED TV
ADVERTISING IS
27% 19%
29% 22% 3%
HOW ARE YOU EXPECTING YOUR / YOUR CLIENTS MARKETING SPEND TO CHANGE
ACROSS CTV OVER THE NEXT 12-24 MONTHS?
PERCENTAGE INCREASE Source: MiQ -SAPIO Global Survey
AUSTRALIA CANADA
GERMANY SINGAPORE
UK
USA CHINA
INDIA
47% 43%
47% 47%
59% 37%
55%
63%
Cost/pricing consideration (29% of advertisers)
Privacy and transparency (26% of advertisers)
Measurement/analytics and reporting (24% of advertisers)
ADVERTISER INSIGHT
For the minority of advertisers that consider themselves CTV experts, the fact
that almost half of businesses aren’t investing more in CTV, presents a
big opportunity. If those advertisers double down on this approach, they could
pull away from the competition.
But advertiser confidence in CTV varies
When planning or executing a CTV campaign, some advertisers are encountering
challenges. These revolve around:
It’s no wonder
that only 29% of
advertisers using
CTV would consider
themselves
an expert.
Source: MiQ -SAPIO Global Survey
16

10. 19
Self-service vs managed services for CTV —
who wins?
When it comes to buying, managing, and executing CTV campaigns, there’s a fairly
even split.
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS.
of advertisers use self-
service or in-house teams
of advertisers use
managed service
providers for ALL their
campaigns
of advertisers use a
hybrid approach (up from
30% in 2021)
THE INSIDE SCOOP ON ADVERTISERS
18
Why do advertisers choose self-service?
42% of CTV advertisers working with self-service platforms cite
transparency around optimization and reporting / insights as the
main value driver compared to managed services.
Why do advertisers choose
managed services?
60% of CTV advertisers using managed
services highlighted access to
specialized services on top of DSPs (like
Trading, Analytics, Account Management,
Creatives) as the top value driver. This
is followed by access to a wide range
of DSPs, inventory, data, or creative
formats.

11. HOW DO YOU / YOUR CLIENTS CURRENTLY MEASURE THE SUCCESS OF
CTV CAMPAIGNS?
PERCENTAGE OF RESPONDENTS Source: MiQ -SAPIO Global Survey
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS.
20
A DV E RTIS E R INS IG HT
With advertisers disagreeing about the best way to measure CTV success,
and only 29% considering themselves experts, the case for managed services
becomes stronger. By working with an expert in CTV advertising, brands can
take proven routes to success across both OTT and linear campaigns.
Brand recall/lift
Incremental reach
Offline attribution
Opinions also vary around the globe. India and China responded heavily
with the option Reach/Frequency towards the intended target audience
(74% and 67% respectively). Australia stands out with the method “Share
of voice consideration” coming in second after reach/frequency. For the
U.S., “Incremental reach” is the second most popular method (50%) after
Reach/Frequency.
How are advertisers measuring CTV success?
Most CTV advertisers agree on what success looks like:
Over half of CTV advertisers measure the success of their campaigns
through reach/frequency towards the intended target audience.
THE INSIDE SCOOP ON ADVERTISERS
While advertisers generally agree on what the first most important
measurement of success is, opinions vary on the second-highest factor.
INDIA CHINA USA UK SINGAPORE GERMANY CANADA AUSTRALIA
REACH /
FREQUENCY
TO THE TARGET
AUDIENCE
ONLINE / OFFLINE
ATTRIBUTION
BRAND RECALL
/ BRAND LIFT
INCREMENTAL
REACH
ATTENTION SHARE OF VOICE
CONSIDERARTION
74%
54%
67%
52%
53%
42%
40%
45%
38%
46%
31%
43%
36%
40%
23%
13%
55%
23%
56%
34%
31%
33%
44%
45%
40%
37%
64%
50%
35%
29%
31%
20%
67%
42%
33%
43%
43%
40%
37%
45%
50%
44%
50%
43%
43%
33%
46%
35%
21

12. 23
22
CTV: What does success look like?
This is where the real debate begins. Advertisers have different opinions on what has the
biggest impact on campaign performance, although three factors stand out:
While it’s clear that, at least globally, creative is a hugely important factor for a successful
campaign, we see some regional variance in terms of what has the biggest impact.
In India, advertisers cite TV Viewership Data (53%) as having the biggest impact on
performance. Singaporean organizations, however, cite the value of Attention Data for
Optimization (51%).
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS.
ADVERTISER INSIGHT
Stand-out creative or high-quality data on their own won’t be enough.
To succeed in CTV, advertisers need a combination of both.
DISCOVER MiQ’S
CREATIVE SUITE
Deliver impactful CTV ads
that turn passive viewers into
engagers and capture more
attention with data-driven
personalized messaging.
While you retain ownership
of everything, our team’s sole
goal is to help bring your
creative vision to life.
Tap into a wealth of expertise:
F I N D O U T M O R E
THE INSIDE SCOOP ON ADVERTISERS
23
Designers
Developers
Animators
Video editors
Reformatting
Animation
Video editing
Audio recording
Eye-catching
creatives
Attention data for
optimization
Actionable
creatives
of advertisers of advertisers of advertisers

13. 25
24
4
1 3 5
5 lessons for
advertisers
The insights are clear: marketers need to re-evaluate
their ATV marketing strategy to make sure their
spending is used in the best way possible. Otherwise,
they risk overspending and underperforming — and
no one wants that.
Based on the insights and data in this report, we’ve
put together 5 lessons for advertisers who want to
make the most of ATV. By following these steps,
you can position your business at the forefront of
a growing industry.
2
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS.
1 You’ve heard it before, but we’ll say it again. For
your ATV campaigns to succeed, you simply have
to understand your market. Otherwise, you’re just
taking a shot in the dark — hoping your campaign
might yield results.
As an example, we’ve seen that 81% of advertisers in China and
India are intending to increase spend in ATV. From this, we may
draw a parallel to the higher level of second-screen activity
in those regions. This suggests the advertisers that get it right
would be the ones that choose marketing approaches that
allow them to reach both of those screens.
In Western markets, where viewing tends to be more passive,
a reach and frequency-focused approach across fragmented
viewing options may prove more effective.
Have a look at our local reports for Canada, India, Australia,
Singapore and the UK.
Understand your market
24
5 LESSONS FOR ADVERTISERS
25

14. 2 3
One of reasons advertisers prefer a self-service ATV
approach is the perceived transparency of insights,
optimization, and reporting. It’s worth noting,
however, that some managed services are starting
to bridge this gap.
At MiQ, for example, we’ve developed new transparent
reporting capabilities that give advertisers more insight
into performance and how ads are being used. This means
advertisers can combine the best of the self-service world —
transparent insights and reporting — with powerful managed
service trading techniques.
At the end of the day, advertisers make choices
based on what they think will be the best option for
their bottom line. As a result, some are put off by
the perceived cost of CTV campaigns, misjudging
the level of risk and reward involved.
Instead, you should look at CTV from an ROI perspective,
especially when considering managed services. What extra
value could you get from:
Rethink transparency Cost versus ROI
Specialized services that help you avoid fraud,
reach your audience (wherever they are), and stop
intermediaries taking a cut that could go towards
working media.
A wider range of inventory, high-quality data, and
creative formats?
In-house experts that have been at the forefront of
CTV since the very start?
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS. 5 LESSONS FOR ADVERTISERS
26 27

15. BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS. 5 LESSONS FOR ADVERTISERS
28 29
4 5
Globally, almost a quarter of advertisers consider
reporting and success measurement to be a key
challenge when running a CTV campaign.
But what if the challenge isn’t reporting? What if it’s getting the
right insights before the campaign begins — so you can ensure
success from day zero.
How can you do that? First, you need a unified view of your
data. This opens the door to unified reporting. A key barrier
to getting that insight into your data is working with individual
TV platforms in silo. Nothing is connected and it’s incredibly
difficult (and inefficient) to get all your data in one place.
Executing CTV campaigns through a partner that connects
all these siloes on your behalf could solve this problem as all
your insights will be in one place. In fact, when done right,
CTV campaigns offer advertisers far deeper insight into
performance than linear ads.
Despite the majority of advertisers measuring
success by reach/frequency in terms of intended
targets, less than a third of them are using solely
managed services for their CTV campaigns. That
means two-thirds of advertisers could be leaving
money on the table.
Managed services often give you access to richer data and
more specialized programs. We’ve already touched on the
wider range of inventory, higher-quality data, and greater
choice of creative formats. Another huge strength of managed
services is your access to creative production teams. While
creative is directly linked to performance, ensuring quality can
be an uphill battle. With the right managed services provider,
you could tap into a wealth of creative expertise to elevate
your campaigns and drive success.
Reporting misconceptions Managed services —
a missed opportunity?

16. 5
1 3 4
How to succeed
in Advanced TV
2
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS. HOW TO SUCCEED IN ADVANCED TV
We hope this report has given you a new perspective on ATV.
With these insights, you can take your campaigns to the next
level and get on the same wavelength as consumers.
To succeed in the world of ATV, advertisers must reach audiences at the right time,
in the right place, and in the right way. This means smoothing your frequency across
all the places people are watching to increase reach, avoid over or under-saturation,
and improve the viewing experience.
As marketers refine their approach to deliver a more relevant ad experience, this
would in turn make viewers more likely to adopt ad-supported apps – something
they’ve already indicated they’re considering in our survey.
The advertisers using the right managed service providers to augment their
campaigns are enjoying the benefits:
ATV and managed services — a match
made in heaven?
More specialized, expert service.
Access to a wide range of DSPs.
Greater libraries of data, inventory,
and creative formats.
30
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17. WITH
you can
rethinkyour
TVbuying
find out how:
wearemiq.com
We are leading the
programmatic industry
and making it better.
B O O K A N M i Q U N L O C K E D S E S S I O N TO G E T S TA R T E D
Whether you’re new to ATV or looking to optimize campaign performance, MiQ can
help you. First things first? Get even more expert knowledge and insights.
What could MiQ do for you?
ABOUT MiQ
We’re MiQ, a programmatic media partner for marketers and agencies. We connect data
from multiple sources to do interesting, exciting, business-problem-solving things for our
clients. We’re experts in data science, analytics, and programmatic trading, and we’re always
ready to react and solve challenges quickly, to make sure you’re always spending your media
investments on the right things in the right places.
BEHIND THE SCREENS: HOW ADVERTISERS CAN GET ON THE SAME WAVELENGTH AS CONSUMERS. HOW TO SUCCEED IN ADVANCED TV
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Makeyour campaign better
bytapping into the largest and
most diverseTVviewership
dataset in the industry.With
unmatched insights and
expertise,you'll reachyour
audience more effectively.This
way,you get the bestvalue -
not just the best price.
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