PTV-2017年Q3电视广告程序化购买调查（英文）-2017-8页-3mb

Programmatic TV Summary

Core Content

The Programmatic Television Survey for Q3 2017 conducted by Adobe Digital Insights provides insights into the adoption and perception of programmatic TV among advertising professionals in the UK and US. The survey included responses from over 400 individuals from both agencies and brands, collected through an online method during May and June 2017.

Main Points

Programmatic TV is Mainstream

• Usage: Nearly 75% of media decision makers are already buying TV programmatically.
• Agencies: 66% of agencies are using programmatic TV.
• Brands: Over 50% of brands are utilizing programmatic TV.
• This indicates that programmatic TV is no longer a niche solution but is becoming a standard practice in the industry.

Programmatic TV is Gaining Share

• In the US and UK, more professionals plan to increase their programmatic TV budget than their overall TV budget.
• This suggests a growing preference for programmatic TV over traditional methods, driven by its perceived advantages.

Targeting is PTV's Killer App

• Agreement: Both agencies and brands agree that the largest advantage of programmatic TV is better targeting.
• Importance: Improved targeting is seen as the key differentiator of programmatic TV, enabling more precise audience engagement.

Advertisers Are Investing in Targeting

• Main Benefit: 62% of those increasing their programmatic TV spend in the next six months cite reaching a more targeted audience as the main benefit.
• Other Benefits: Cost-efficiency, easier campaign management, faster execution, and transparency in reporting are also seen as significant advantages.

1st Party Data Makes PTV Even Better

• Agreement: Agencies and brands agree that first-party data enhances the effectiveness of programmatic TV.
• Benefits with First-Party Data:
  • Better insights: 24%
  • More tailored ads: 21%
  • Better ROI: 18%
• This data significantly improves the ability of marketers to leverage programmatic TV for more informed and effective advertising strategies.

Better Targeting = More Investment

• Likelihood to Increase Spend: 84% of current purchasers would increase their programmatic spend if they had access to first-party data targeting.
• Agencies: 92% of agencies would increase their spend.
• Brands: 77% of brands would increase their spend.
• This highlights the strong correlation between the availability of first-party data and the willingness of advertisers to invest more in programmatic TV.

Key Information

• Survey Methodology: Online survey of over 400 UK and US advertising professionals.
• Timeframe: May to June 2017.
• Key Advantage: Targeting is the most valued benefit of programmatic TV.
• Impact of First-Party Data: First-party data is seen as a critical enabler for better targeting, insights, and ROI.
• Investment Trends: There is a clear trend of increased investment in programmatic TV, with a strong emphasis on targeting capabilities.

Conclusion

The survey underscores that programmatic TV is becoming a mainstream and preferred method for advertising in the UK and US. With its ability to offer better targeting and enhanced insights through first-party data, programmatic TV is driving increased investment from both agencies and brands. As the industry continues to evolve, the integration of first-party data is expected to play a pivotal role in the further adoption and success of programmatic TV strategies.