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Future of Television (FoT) Advertising

An Update - 4A’s Decisions 20/20 David Cohen

President, North America

Magna Global

Television is a vital medium for consumers and advertisers, and professionally produced content is thriving.

However, television advertising is not keeping pace with

the consumer reality across the full range of video experiences.

For brands to access the power, quality, and reach of

“television,” we must shift the paradigm for the industry across the full ecosystem.

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What is the unit of currency that facilitates audience-based buying across all the ad-supported venues where television programming is consumed by audiences?

What data and/or measurement is required to facilitate a marketplace that transacts around that unit of currency?

What are the right platforms or technologies needed to facilitate a more evolved audience-based buying marketplace for premium video and television?

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8-20%

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ECM: WHAT N0W?

§ Nielsen undertaking similar but broader analysis

§ Agencies and media companies partner to get readouts on TV campaigns using exact minutes

§ Need to ensure bill-pay systems can handle more granular data

§ Possible 2019/20 upfront deals?

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TAXI COMPLETE: WHAT IS IT?

§ Trackable Asset Cross-Platform Identification

§ Standardized identification of video assets

§ Ad-ID for ads / EIDR for content (Entertainment ID registry)

§ Open standard audio watermarks (SMPTE & Kantar Media)

§ ID bound to assets to persist throughout entire ecosystem

§ Distributor ID / time stamp embedded to allocate viewing credit

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A BIAS FOR ACTION

§ Workstream #1: Using what we have today § Get more readouts on exact minute TV data vs. ACM § Use campaign-style measurement and bring the best available data

sources together (a la CFlight) § Utilize for 19/20 Upfront deals

§ Workstream #2: TAXI and the longer term view § Adoption, adoption, adoption (ads + content) § Test deploying Kantar software on set top boxes in a controlled lab

environment (need partners) § Test deploying Kantar software on smart TVs in a lab scenario (need

partners) § Discuss with Nielsen and ComScore how this can help their business

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THANK YOU!