SUE HUNTSENIOR DIRECTOR, PROGRAMMATIC

HOW DID WE GET HERE?

Late 20s/early 30s the TV set debuts

Mid-90s – peopleare buying PCs and

cookies are introduced

About 50 years later BARB is introduced to measure audiences

and provide TV ratings

Originated at Netscape in 1994, from “magic cookie” which may have been started as a result of- Comic that ran in San Francisco Chronicle- Fortune cookie – string of characters on a page- Some say the idea of a cookie jar

Late 20s/early 30s the TV set debuts

Mid-90s – peopleare buying PCs and

cookies are introduced

About 50 years later BARB is introduced

to measure audiences and provide TV ratings

cook•ies

Late 20s/early 30s the TV set debuts

Mid-90s – peopleare buying PCs and

cookies are introduced

About 50 years later BARB is introduced to measure audiences

and provide TV ratings

2010 – Commercially

available tablets become available

~2015 still not a generally accepted

way to measure

Source: Magid Video Entertainment Study, 2013

POPULATION WITH 4+ SCREENS

40% of TV viewing is background noise

55% of the time, people are using other devices while watching TV

MULTI-TASKING?

Source: Magid Video Entertainment Study, 2013

MULTI-TASKING?MULTI-SWITCHING

40% of TV viewing is background noise

55% of the time, people are using other devices while watching TV

Source: Magid Video Entertainment Study, 2013

57% of people constantly switch between devices at any given time

59% constantly switch between multiple tabs and apps

62% constantly switch between multiple tabs and apps

Source: Magid Video Entertainment Study, 2013

MULTI-SWITCHING

WHERE ARE WE TODAY?

TRACKING

METHODS

THEPROBLEM

SOLUTIONS

TAKEAWAYSAdvertising needs to keep pace with consumer shifts from PC to mobile devices

Device ID tracking is key to creating the optimal model for the publisher and advertiser

Creative needs to capture user engagement, by device, environment and intent

THANK YOU SUE HUNTSENIOR DIRECTOR, PROGRAMMATIC

shunt@tremorvideo.com