Blockgraph, an initiative spearheaded by FreeWheel, a Comcast Company, and its industry partners, has released a whitepaper entitled ‘Building the Future of Data Driven TV: The Quest to Create a Safe Identity Layer for the Industry’, exploring the current approaches for data sharing in the TV industry.
The paper offers practical advice for companies moving towards a data-driven future. It also presents the findings from a new research survey of over 150 advertisers and agencies, commissioned from Advertiser Perceptions, on the challenges, opportunities and importance of bringing advanced data to television advertising.
According to the survey, the mean percentage of advertisers’ total TV spend that is data-enabled (using data to improve planning, targeting and/or analyse attribution) has grown at a 42 per cent three-year compound annual growth rate. Moreover, it appears that data-enabled TV growth is about to accelerate in 2020, as evidenced by these key findings from the whitepaper below:
Yet historically, the TV advertising ecosystem has faced a number of challenges, as substantiated by the survey:
“The findings confirmed that advertisers are eager to bring additional data to TV, similar to their use of data in digital media. Yet, there is also the recognition that TV is different,” said Jason Manningham, General Manager, Blockgraph. “So, while they are bringing more data to TV, the growth, albeit strong, is actually tempered a bit by today’s challenges.”
“At Blockgraph, we spend our days helping the TV industry realise its full data-driven potential. Chief among our objectives is making data both easy to use by marketers and safe for data owners and their audiences,” he added. “But it’s always helpful to understand how advertisers are thinking about data holistically, and the challenges that they are facing when it comes to data-driven TV. That was the impetus for our research.”
The whitepaper explains how Blockgraph creates industry-wide value in The New TV ecosystem by addressing many of the key challenges of data sharing and identity resolution. By connecting data across the entire TV ecosystem while protecting data ownership and safeguard consumer’s privacy Blockgraph will enable TV to pair its exceptional ability to reach and engage mass audiences efficiently, with the breadth and depth of data insights necessary for robust data-driven TV planning, execution, measurement and attribution.
“Considering that data is the cornerstone to almost all of the innovation that will make TV a smarter, more efficient, more effective advertising vehicle, we need to solve the sizable challenges that still surround data sharing and activation,” said Dave Clark, General Manager, FreeWheel. “What’s so exciting is that when I talk to clients, and hear their challenges and concerns around data, I know that FreeWheel is uniquely positioned to collaboratively provide solutions on behalf of the entire TV ecosystem. Our Blockgraph initiative offers both an example of our collaborative approach, and a path that can accelerate the growth trajectory of data-driven TV advertising.”