The different three key parts of advanced TV is examined in the 25 page paper, “The Rise of Advanced TV Platforms: Programmatic TV, Addressable TV and Contextual Audience Networks.”

The fourth in a series of reports examining advanced and programmatic TV, this new report examines three different parts of the advanced TV ecosystem:  addressable TV, programmatic TV and a grouping this report defines as “contextual audience networks” (CAN).

As profiled in the paper, CAN is defined as endeavors by the major TV network-owned media companies — NBCU, Fox, Discovery, A&E, Viacom and Turner — to utilize advanced data analytics to support the sale of their linear TV inventory across all of their portfolio TV networks in combination rather than individually as they have done in the past. The CAN sale is also supported through a variety of ancillary platforms and devices, including ad-supported video on demand, TV everywhere apps, full episode players, streaming video services and OTT devices.

The paper features interviews with a panel of industry experts from key companies, including: A+E Networks (A+E Precision), AMC Networks, Fox Networks Group (FOX AIM), Simulmedia, SintecMedia, SwellShark and Verizon/AOL Platforms. They reflect on key topics, including:

• Key data sources
• Acceptance of contextual audience networks by the advertising and media community
• Campaign best practices

Panel of experts interviewed in the report:

• Santosh Mathai, VP, Data, Analytics & Strategic Sales Partnerships, A+E Networks
• Tom Ziangas, SVP, Research & Insights, AMC Networks
• Audrey Steele, EVP, Sales Research Insights & Strategy, Fox Networks Group (Fox AIM)
• Dave Morgan, CEO, Simulmedia
• Lorne Brown, President, SintecMedia
• David Tucker, Head Strategy, SwellShark
• Brett Hurwitz, Business Lead Advanced TV, Verizon/AOL Platforms

“In 2015, we launched a webinar series and corresponding analyses exploring programmatic TV’s evolving role in the local and national TV realm. Now, we are expanding our research to include burgeoning advanced TV verticals, which we define as platforms utilizing technology and data infusion to help marketers and their agencies more effectively target consumers. The explosion of data-driven platforms and initiatives permeating the media ecosystem and trade headlines is an extraordinary opportunity. Business potential is enormous, making careful examination and consideration a top priority.”

Rick Ducey, report author and managing director, BIA/Kelsey

Report authors:

• Rick Ducey, Managing Director, BIA/Kelsey
• Mitch Oscar, Director of Programmatic TV Strategy, USIM and Executive Industry Adviser, BIA/Kelsey