4C Insights：2018年电视媒体白皮书（英文版）(9页).pdf

1、Use the Data AN ADVANCED TV WHITE PAPER Featuring insights from industry leaders. Use the Data: An Advanced TV White Paper Page 2 2018 4C Insights, Inc. INTRODUCTION Over the past decade, TV viewership has splintered as part of the media fragmentation trend with video content available to consumers

2、at any time on any device. However, as a medium, linear TV still amasses huge audiences and delivers strong engagement and reach. If only there were a way to leverage multi-channel behavior to deliver audience-based ads on the big screen Welcome to 2018, the year of Advanced TV. No longer are brands

3、 forced to target based on age and gender alone nor forced to measure based on Nielsen ratings. Per Forrester Research, more than 50% of marketers are likely to include Advanced TV buys in their schedule this year. So, forget the fact that 2017 was the first year digital ad spending surpassed TV. Fo

4、rget that digital has historically been more targetable and ROI-attributable than TV. Advanced TV changes all that. New technologies and data are available now for planners and buyers to improve their TV advertising strategies through audience-based buying and some of the same programmatic tactics l

5、everaged by digital marketers. But what exactly is Advanced TV? And where can marketers get started? This paper will explore the state of Advanced TV based not only on 4Cs work with some of the largest networks and advertisers in the industry, but also based on interviews with more than a dozen expe

6、rts in the burgeoning Advanced TV space. Its time for TV advertisers to USE THE DATA! More than 50% of marketers are likely to include Advanced TV buys in their schedule this year. Use the Data: An Advanced TV White Paper Page 3 2018 4C Insights, Inc. WHAT IS ADVANCED TV? Advanced TV is not a “marke