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For B2C Marketing Professionals

European Marketers: Get Ready For Data-Driven TV Planning

The Shift From Content To Audience Targeting Accelerates In Key European TV Markets

September 7, 2016

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Why Read This Report

TV is not immune to digital disruption: TV providers across Europe are forced to innovate to keep pace with changing consumer demands and intensified competition from digital challengers. Dynamic and data-driven advertising are becoming a reality and will change how TV is planned in the future. B2C marketers should read this report to find out what opportunities these changes create for advertising, as they challenge the dynamics underlying linear broadcast and traditional TV buying and selling.

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Table of Contents

  • TV Disruption Raises Complexity But Creates New Paths For Growth
  • TV Takes The Slow Road To Programmatic Buying
  • Local Infrastructure And Regulation Determine Shape Of Innovation
  • Recommendations

  • Test Data-Driven Planning In Video To Prepare For Cross-Platform TV
  • What It Means

  • Audience Buying Will Supplement Program-Based TV Planning
  • Supplemental Material
  • Related Research Documents