BlockGraph-建设数据驱动电视的未来（英文）.docxVIP

Ul\GRAPH BUILDINGTHEFUTUREOFDATA-DRIVENTV THE QUEST TO CREATE A SAFE IDENTITY LAYER FORTHE INDUSTRY Blockqraph Building the Future of Data-driven TV 3L90KSRAPR BRINGING DATA TO THE NEW TV ECOSYSTEM10 10 10Blockgraph Building the Future of Data-driven TV 10 -3L0CX3RAPKBRINGING DATATOTHENEWTV ECOSYSTEM BRINGING DATATOTHENEWTV ECOSYSTEM Despite TVs historic 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, according 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 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 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 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 advertising has remained largely steady in spite of this increased digital competition, with $180B+ of global advertising spend still allocated to TV