Summary
In a context where linear TV consumption is declining, and where the Internet presents fierce competition in terms of viewing time and its ability to attract ad spend from advertisers, the TV sector is looking to reinvent itself so it can remain attractive and still benefit from bountiful advertising budgets.
With individualisation of audiovisual consumption, the popularity of pay-TV in most Western countries and TV sets now connected to the Internet, it is now technically possible to offer advertisers similar conditions to those they enjoy on the Internet.
This study seeks to clarify the different flavours of programmatic TV, the advantages and disadvantages, how the new value chain is organised and who the major players are.
It also analyses the strategies being taken by broadcasters, satellite operators, cable operators and telcos. The opportunities and threats with programmatic for all TV stakeholders are also examined.
Finally, it looks at the key factors that will influence future growth of this market and provides forecasts for the market in 2021.
Table of contents
1. Executive Summary
2. Methodology
3. TV advertising: from mass-market to targeted ads
3.1. TV advertising market under threat from changing audiovisual consumption patterns
3.2. Programmatic TV, addressable TV: definitions and concepts
3.2.1. The principles of programmatic buying
3.2.2. From online programmatic buying to programmatic TV
3.2.3. The different forms of programmatic TV
3.2.4. Advantages and disadvantages of ad targeting
3.3. Organisation and players
3.4. Factors affecting the development of programmatic TV
3.4.1. Evolving TV consumption patterns
3.4.2. Technological developments
3.4.3. The regulatory framework
4. TV broadcaster positioning
4.1. Broadcasters in test phase
4.1.1. Many programmatic initiatives, particularly with catch-up and OTT
4.1.2. Opportunities and threats with programmatic for broadcasters
4.1.3. Outlook
4.2. TV distributors, the major players of addressable and programmatic TV
4.2.1. Strategies of acquiring technology solutions providers
4.2.2. Opportunities and threats with programmatic for distributors
4.2.3. Outlook
5. Markets and forecasts
5.1. Analysis of factors boosting/hindering growth
5.2. Market forecasts
5.2.1. Forecast assumptions
5.2.2. Forecasts for 2021
List of tables and figures
Figure 1: Breakdown of ad revenues in the United States and Western Europe by medium
Figure 2: Proportion of programmatic transactions in digital video ad spending in the United States
Figure 3: How addressable TV works
Figure 4: Advantages of programmatic TV according to marketing experts in the United States
Figure 5: Schematic overview of the organisation and role of programmatic TV players
Figure 6: Programmatic TV players in the United States
Figure 7: Programmatic TV players in the United Kingdom
Figure 8: Programmatic TV players in France
Figure 9: Major programmatic TV players according to marketing experts in the United States
Figure 10: Turner Incite partners
Figure 11: Proposed organisational chart for ad space sales with ALLADIN
Figure 12: Homepage of M6 group’s catch-up TV platform
Figure 13: ProSiebenSat.1 group: present along the entire AdTech value chain
Figure 14: Presentation of ProSiebenSat.1’s AdTech solution strategy
Figure 15: Development of addressable TV ad formats using ProSiebenSat.1’s Switchin solution
Figure 16: Development of targeted ads by ProSiebenSat.1
Figure 17: SWOT analysis of programmatic/addressable TV for TV broadcasters
Figure 18: Illustration of the various steps handled by the AudienceXpress solution for programmatic TV
Figure 19: Example of Spectrum Reach communication
Figure 20: Campaign performance summary available on the Videa platform
Figure 21: Key results obtained through Sky AdSmart, May 2017
Figure 22: Examples of the effectiveness of targeted ad campaigns using Sky UK’s solutions
Figure 23: SWOT analysis of programmatic/addressable TV for TV distributors
Figure 24: Audience buying cross-device standard workflow from GABBCON
Figure 25: Number of households exposed to addressable TV in the United States, by provider and broadcast type, May 2016
Figure 26: World programmatic TV market, 2013-2021
Figure 27: Proportion of programmatic TV in the total advertising market in major zones in 2021
Figure 28: Breakdown of the programmatic TV market by zone
Figure 29: Market share comparison for different zones in the programmatic TV and TV advertising markets in 2021
Geographic area
Players
- ABC TV Group
- Accenture
- Adap.tv
- ADEX
- Apple
- AT&T
- AudienceXpress
- Bouygues Telecom
- BT Sport
- Cablevision
- Canal+
- CBS
- Channel 4
- Chromecast
- Clypd
- Comcast
- Comscore
- Cox
- DataXu
- DirecTV
- Dish
- DoubleClick
- Fox
- Fox Sports
- Foxtel
- France Télévisions
- FreeWheel
- GABBCON
- GroupM
- Horizon Media
- Hulu
- Invidi
- ITV
- M6
- MCN
- Mediaocean
- Mediaset
- NBCUniversal
- NextRadio TV
- Omnicom Media Group
- ONE by AOL
- Orange
- ProSiebenSat.1
- RAI
- Roku
- RTL Group
- SFR
- Sky
- SmartStream
- SpotXChange
- Starcom MediaVest Group
- StickyAds
- Ten Network
- TF1
- thePlatform
- Time Warner
- TiVo Research
- TubeMogul
- Turner Broadcasting
- Verizon
- Viacom
- VideoAmp
- Videology
- Virgin Media
- Virtual Minds
- Visible World
- YuMe
Slideshow
Other details
- Reference: M17270MRA
- Delivery: on the DigiWorld Interactive platform
- Languages available: French, English
- Tags: addressable TV, catch-up, OTT, programmatic buying, programmatic TV, targeted advertising, Television, TV advertising, TV consumption
