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1、UlGRAPHBUILDINGTHEFUTUREOFDATA-DRIVENTVTHE QUEST TO CREATE A SAFE IDENTITY LAYER FORTHE INDUSTRYBlockqraph Building the Future of Data-driven TV3L90KSRAPRBRINGING DATA TO THE NEW TV ECOSYSTEM1010Blockgraph Building the Future of Data-driven TV-3L0CX3RAPKBRINGING DATATOTHENEWTV ECOSYSTEMDespite TVs h
2、istoric lag behind digital media in terms of data usage, television advertising has remained largely steady in spite of this increased digital competition, with $180B+ of global advertising spend still allocated to TV. In the U.S. specifically, TV accounts for over 30% of total advertising spend, ac
3、cording to MAGNA GlobaPs Winter 2018 report. This may be attributed to TVs strengths in helping brands efficientlyreach large audienceswith engaging high-quality, brand-safe content. These capabilities have continued to render TV an important source for marketers looking to build and maintain their
4、brands across large audiences.This does not mean, however, that TV can be complacent in its adoption of data-driven offerings. Advertisers are eager to begin applying data to their TV advertising in the same way that they use data on digital media channels. Our proprietary research confirms this. In
5、 partnership with Advertiser Perceptions, we commissioned a survey of 150 agency and advertising executives to understand their current use of, and attitudes towards, applying data in TV advertising. We found that only 20% of marketers, TV advertising budget was data-enabled in 2018. However things
6、are quickly changing. Marketers expect 29% of their TV advertising to be data- enabled in 2019, and up to 40% by 2020 - representing a compound annual growth rate of over 40%! (Graph 3.)BRINGING DATATOTHENEWTV ECOSYSTEMDespite TVs historic lag behind digital media in terms of data usage, television
7、advertising has remained largely steady in spite of this increased digital competition, with $180B+ of global advertising spend still allocated to TV. In the U.S. specifically, TV accounts for over 30% of total advertising spend, according to MAGNA GlobaPs Winter 2018 report. This may be attributed
8、to TVs strengths in helping brands efficientlyreach large audienceswith engaging high-quality, brand-safe content. These capabilities have continued to render TV an important source for marketers looking to build and maintain their brands across large audiences.This does not mean, however, that TV c
9、an be complacent in its adoption of data-driven offerings. Advertisers are eager to begin applying data to their TV advertising in the same way that they use data on digital media channels. Our proprietary research confirms this. In partnership with Advertiser Perceptions, we commissioned a survey o
10、f 150 agency and advertising executives to understand their current use of, and attitudes towards, applying data in TV advertising. We found that only 20% of marketers, TV advertising budget was data-enabled in 2018. However things are quickly changing. Marketers expect 29% of their TV advertising t
11、o be data- enabled in 2019, and up to 40% by 2020 - representing a compound annual growth rate of over 40%! (Graph 3.)CHALLENGES AND BARRIERSHistorically, the limited use of data in the TV advertising ecosystem has been driven by a number of challenges:1. Identity Resolution in the New TV EcosystemI
12、n the past, consumer access to premium TV and video was generally limited to cable TV or satellite programmers. This large audience made statistical audience measurement feasible for major demographics that advertisers were looking to reach.In the New TV Ecosystem, audiences can choose from a seemin
13、gly infinite amount of premium video content options, using a multitude of distribution and streaming services, on an ever-evolving list of connected viewing devices. This choice has resulted in a much more fragmented audience, a challenge that media companies and marketers must now grapple with. Sp
14、ecifically, data must be mapped together across this myriad of access points in order to build a 360 degree, omni-channel view of an advertisers targeted audience.Graph 3What percentage of your total TV advertising(Linear, VOD, TV Everywhere) was (2018)/is (2019)/will be (2020) data-enabled?40%For p
15、urposes of study, data-enabled TV defined as leveraging data to improve media planning, targeting, and/or analyze attribution and return on investmentSMART Vandroidtvtire tv iPhonesvooDKK11二；门ink / :力 SlllcofOus:GalaxyCONTEN7FVontRokupnmrwidraABLETSiPadHBNETFLIXTablaFOXamazonVIEWERGalaxy Totslan.S3A
16、VODSERVICESCRACKU:rm TTri1riitvFVE APPSFXFXNOWWii卜TmInyriusq nvioiASHIELDSMARTPHONESnosSMART TVMANUFACTURERS1CBSHBffiGOlaze |ROtNICHE SVODamM.YnMihuluprim： VICWCSIARZwnirtNETFLIXhuluUNvuou3TVOD. NWi lunesMVPDsi AMUBI-:：TIVOmi，“xipeNETGEARMATRIC0MrfmityALU ADwrnbfGAMECONSOLES金WFANDORshr-gboxoculusOur
17、 research confirmed this challenge, with 36% of marketers feeling that identity resolution was one of the top 3 barriers preventing them from using data to build TV advertising segments.Source: Blockgraph*s The Future of Data-driven TV; survey commissioned from Advertiser Perceptions, April 2019, N=
18、150 (Agencies, Marketers involved in TV Advertising).11Blockgraph I Building the Future of Data-driven TV-3L0CK3RAPKGraph 4Please rank the following barriers preventing you company from using datato build audience segments for TV advertisingFurthermore, only 20% of marketers agreed that they were ab
19、le to easily develop a 360 degree view of their targeted audience. (Graphs4-5.)Developing this view requires coordination across the media supply chain.2. Industry Dynamics in the MediaSupply ChainIn traditional TV, the customer relationship has been owned by the cable TV or satellite provider (Dist
20、ributors and/or virtual Distributors), whilst the advertising rights are typically split between these distributors and the content owners (TV networks).The rise of on-demand streaming and over-the-top (OTT) services, as well as connected TVs and devices, has added yet another set of important playe
21、rs into this supply chain, including both distributors and device manufacturers. Using data for TV advertising-whether for planning, targeting or reporting-now requires combining siloed data insights across distributors, content owners, advertisers, and device makers. This differs from digital where
22、 the content owner and the distributor are often the same party, drastically simplifying the number of involved parties with individualized data standards, technologies, and policies.Graph 5uToday I am easily able to develop a 360 viewof my customers (cross-devices, cross-mediaplatform, online/offli
23、ne).”17%15%Source: Blockgraphs The Future of Data-driven TV; survey commissioned from Advertiser Perceptions, April 2019, N=150 (Agencies, Marketers involved in TV Advertising).12Blockqraph I Buildinq the Future of Data-driven TV-3L0CK3RAPKAs data is increasingly viewed through a strategic lens, sup
24、ply chain partners are wary of disclosing confidential or proprietary information to possible competitors and concerned about transparency in how data is used. Our research indicatedthatonly5%ofsurveyed marketers expressed no concerns with sharing data with their media partners. (Graph 6.) In terms
25、of the types of data, surveyed agency and marketing executives expressed the most concern on sharing personally identifiable data. (Graph 7.)These industry dynamics associated with data use are compounded by an increasingly more robust set of privacy and security requirements.Graph 6Which of thefoll
26、owing concerns, if any, does yourcompanyhave when sharing data with media partners?to competitorsmedia partnersGraph 7For each of the following data types please indicate the extent you agree or disagree with thefollowing statement. ul have no concerns with sharing this data with media partner(s)”Cu
27、stomer PH13%31%15%Advertisers show moreapprehension whensharing customer PHDevice IDsAudience Demos/Segments/AttributesCookies14%9%25%20%46%44%45%17%15%20% Strongly Disagree Disagree Neutral Agree Strongly AgreeSource: Blockgraphs The Future of Data-driven TV; survey commissioned from Advertiser Per
28、ceptions, April 2019, N=150 (Agencies, Marketers involved in TV Advertising).Blockgraph I Building the Future of Data-driven TV-3L0CX3RAPK3. Privacy, Compliance, and Data SecurityData privacy has come into focus on a global scale, as evidenced by the rise in data protection regulations such as the E
29、uropean Unions General Data Protection Regulation (GDPR and the California Consumer Privacy Act (CCPA), with many more under consideration both in the U.S. and abroad. Moreover, consumer backlash from data breaches like those involving Facebook and Equifax underscores the important need for organiza
30、tions to maintain user trust in the management of data.Our research confirmed many of the 150 agency and marketing executives were experiencing these concerns firsthand, with 79% agreeing that protecting consumer privacy is a top priority this year (up 10% from 2018). These same advertising executiv
31、es expressed concerns about the potential consequences of using data to optimize their TV advertising, namelythe risk of data breaches (55% cited as a top 2 concern) and consumer backlash and receptiveness (50%). (Graphs 8-9.)It should be noted that these privacy and data security concerns were part
32、icularly high when respondents were asked about digital advertising specifically. Only 41% of advertising executives believed that digital media platforms securely protected their advertising data. To be fair, it appears marketers believe that these platforms will become more secure in the coming ye
33、ar, with the number expected to grow to 51 % by 2020. (Graph 10.)Graph 8Several third party data companies have emerged to help solve the privacy and supply chain complexity, but these too have created their own fair share of challenges and costs.4. Data Matching and Operationalization Inefficiencie
34、sThe competitive concerns among media partners, paired with increasing privacy and security concerns and requirements, have paved the way for a number of trusted third parties to provide data matching and safe haven onboarding services.In todays world, if multiple parties want to run an audience- ta
35、rgeted campaign using multiple data sets, they have to use a common data match provider. In this scenario, each party (advertisers, content owners, and distributors, etc.) would send data to the third party. The third party would provide common “match IDs“ that various data sets could be matched wit
36、h for audience segmentation, planning, targeting, and measurement.Given the operational and coordination challenges, this process can take weeks, result in low match rates, and create unnecessary cost for each user. As the number of data- enabled campaigns grows, this cost could quickly escalate.Wit
37、h the myriad of identity, supply chain, privacy, and operational challenges, it is not surprising that 38% of advertisers cited data matching as a top 3 barrier preventing them from using data to build audience segments for TV. (Graph 4.)For each of the following years, please indicate the extent yo
38、u agree or disagree with thefollowing statement. Protecting consumer privacy was/is/will be a top focus for my company.n8%3%2%Strongly Disagree or Disagree23%Neutral 2018 12019 h202084%Strongly Agree or AgreeSource: Blockgraphs The Future of Data-driven TV; survey commissioned from Advertiser Percep
39、tions, April 2019, N=150 (Agencies, Marketers involved in TV Advertising).14Blockgraph I Building the Future of Data-driven TV-3L0CK3RAPKGraph 9Please rank the following barriers preventing your company fromusing data to build audience segments for TV advertising. Top Concern Concern 2 Concern 3Grap
40、h 10“For each of the following years, please indicate the extent to which you agree or disagree with the following statement. Digital media platforms (e.g., Google, Facebook, Amazon) securely protect your advertising data?一_一一153%一一一一 147%41%201820192020Strongly Agree or AgreeSource: Blockgraphs The
41、 Future of Data-driven TV; survey commissioned from Advertiser Perceptions, / N=150 (Agencies, Marketers involved in TV Advertising).Only 41% advertising executives felt their advertising data was securely protected by major digital media platforms in 2018Ontheflipside, 53%believethat digital platfo
42、rms will securely protect data by2020April 2019,Blockgraph I Building the Future of Data-driven TV153L90KSRAPRBLOCKGRAPH: A NEW DATA PATHBlockqraph Building the Future of Data-driven TV-3L0CX3RAPKBLOCKGRAPH: A NEW DATA PATHConsidering the sizable barriers to data usage, The New TV ecosystem needs a
43、new alternative to effectively compete in the current data-driven advertising environment. This path needs to learn from the experiences of digital media - by ensuring the appropriate privacy and security safeguards are in place - while solving for the unique identity, supply chain, and operational
44、challenges faced by the TV industry today.BUILDING ASAFEIDENTITY LAYER FORTHE INDUSTRYBlockgraph is an industry initiative led by Freewheel, with participation by some of the biggest companies in TV, digital video, and advertising across the US and Europe.Blockgraph is designed to become an identity
45、 layer for the TV industry, providing a platform on which media companies and publishers can offer marketers data activation capabilities without disclosing identifiable user dataproviding additional protections around user privacy. Blockgraph was formed with the goal of reducing the friction in usi
46、ng data across the premium video ecosystem while allowing the appropriate privacy and business controls to be implemented.At its core, Blockgraph provides a platform that allows participating organizations to directly match their data sets quickly and, most importantly, in a way that helps them to c
47、ontrol and prevent access to any proprietary or identifying consumer information. It accomplishes this by providing common software that companies can install within their own systems. Blockgraph participants can then directly match data without exposing the underlying data to one another over a private peer-to-peer network.HOW DATA MATCHING WORKS TODAY:In todays world if a marketer and media company wanted to perform a data match without exposing proprietary dat