FreeWheel Survey Looks at the Changing Face of TV Advertising

A survey of over 300 marketers and agencies showed that advanced TV is being used by the majority of advertisers to reach their target audiences. According to “The Changing Face of TV Advertising: 2019, 2020 and Beyond,” from FreeWheel, a Comcast company,  OTT/CTV was purchased by the highest percentage (66%) of advertisers over the past month, while addressable TV (household-level targeting), streaming full-episode players (FEPs) and audience-based linear TV were all also used by over half of all advertisers and agencies surveyed.

The survey, conducted in partnership with Advertiser Perceptions, focused on how advertisers are managing TV buying strategies, and in particular, how they are approaching advanced TV solutions. “In 2019, we saw our clients embrace data and automation for TV buying in ways we’d never seen before,” said Brian Wallach, SVP, Advanced TV Media Sales, FreeWheel. “The technology is there and the interest is there. We expect the breadth of capabilities and applications to increase as we move through 2020.”

Looking ahead, marketers and agencies indicated change is on the way:

  • Audience-based TV buying is expected to continue increasing in 2020 for both linear and advanced TV, with agencies more likely than marketers to turn to this buying type.
  • 68% of respondents believe that at least half of traditional linear TV advertising will be addressable within five years.
  • 57% of respondents believe a full shift to IP delivery of linear TV will occur in 5 to 10 years, and 76% within 5 to 15 years.
  • 83% of respondents believe the ad business is moving rapidly toward programmatic; 21% strongly agree and only 3% strongly disagree.

To download the report, go here: https://www.freewheel.com/insights/the-changing-face-of-tv-advertising

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