Television Update, Fall 2018: Advanced TV’s Progress in Addressable, Programmatic and OTT

WHAT’S IN THIS REPORT? Growth estimates and the key drivers for addressable, programmatic TV buying and over-the-top (OTT). Executive Summary Advanced TV advertising—including addressable, programmatic and over-the-top (OTT)—continues to gain traction. Changes in how TV is viewed and granular measurement are transforming the TV marketplace. Standardization of audience and performance measurement and reporting is a tall order for addressable TV, programmatic TV and OTT initiatives but would drive more ad dollars to these advanced TV offerings. How much ad spending will go to addressable TV? Addressable TV advertising spending is expected to grow from $2.06 billion this year to $3.37 billion in 2020, fueled by new sources of ad inventory and more efficient pricing. Addressable campaign execution may become easier as MVPDs Comcast, Cox and Charter set up a central organization for selling addressable inventory. Xandr, a4 and Frontier are also putting together a joint offering. How much a