Advanced TV Advertising leader Allant releases the latest research demonstrating major industry acceleration

Advanced TV Advertising leader Allant releases the latest research demonstrating major industry acceleration

Forrester Research finds that use of audience-centric TV advertising is scaling rapidly across agencies, networks and MVPDs

CHICAGO, April 21, 2015 /PRNewswire/ -- Allant, the leader in advanced cross-platform TV audience segmentation and campaign measurement, teamed up with Forrester Research to evaluate the latest trends and perspectives across the advanced TV industry. The results highlight how quickly data-driven programmatic video advertising is evolving.

The key research findings:


-- Audience database or CRM task forces and committees have been well
established for more than a year at many major networks.
-- New revenue model testing has begun based on audience data and
guarantees.
-- Addressable advertising now reaches 42 million homes
-- Premium ad products have been successfully sold in the market, and
revenue is expected to grow significantly over the next three years in
the area of advanced TV based on granular audience data.
The television industry has been undergoing a dramatic shift over the past decade, and this research demonstrates that the industry is increasingly ready to move forward with audience-based media buying and selling.

"Growth in the advanced TV sector depends on technology, data availability and relationships," said Dave Irwin, Allant president. "Allant provides the crucial tools to define, deliver and measure audience segments across all premium video platforms. The Audience Interconnect(®) platform offers standard segment definitions to plan and execute national, local, addressable and online campaigns."

Jim Nail, principal analyst at Forrester Research, said, "Allant's been developing behind-the-scenes infrastructure for advanced advertising for years. The emergence of these new capabilities and partnerships with cable, telco and satco providers is necessary for progress. This research demonstrates that premium video ad sellers are accelerating their readiness to support advertiser demand for audience-based media buying."

Read the Forrester reports:


1. Advanced TV Accelerates: Early Experience Primes the TV Ad Industry for
Transformation
2. Media Companies Embrace Advanced TV: A Viewer-Centric Approach is Crucial
to Unlocking Value
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Connect with us on LinkedIn:The Allant Group

About Allant
Allant is the leading provider of advanced TV advertising research and measurement products. These products are designed to help ad sellers and buyers benefit from audience-based advertising. Allant focuses on the needs of leading ad sellers and their customers. Allant customers include leading pay TV distributors, network programmers and Fortune 1000 advertisers. For more, visit www.allantgroup.com.

Contact:
Kevin Sisler

563-513-1410
kevin.sisler@kemperlesnik.com

SOURCE Allant

Allant

Web Site: http://www.allantgroup.com


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