What’s Behind the Rapid Progress of Advanced Audience Targets in Linear TV

Brands are increasingly utilizing “digital” like data and targeting with traditional TV advertising.

How big is the market? A recent analysis from Credit Suisse projected that audience buying on traditional TV could be a $100B business by 2030.

That is 40% larger than the entire TV advertising business is today!

Quote from Joshua Summers — CEO @ clypd:
“There are two sides to this, and they’re exactly as you laid them out. But there’s a chasing of dollars across the border. Digital folks want to expand their ability to sell into linear, and linear folks want to expand the ability to sell into digital. Each side has the same goal: to cross that line.

Marketers want to increase the effectiveness of their buys, no matter where they’re delivered. And the way they’ve learned to do that in digital is through advanced data sets, whether it’s first-party, CRM-type lists or third-party data sets. They want to be able to leverage that.”

Flashback. Nielsen announces Comcast agreement to incorporate set-top box data for local TV audience measurement