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Advertisers are expected to spend $66.8 billion on
TV in 2022, with the majority of investments directed toward age and gender targeted buys. But advertising to broad demographics often results in waste.
With growing demand for greater accountability,
TV buys need to deliver more than ever before.
Data and technology have transformed TV, presenting audience-based buying strategies like data-driven linear that offer greater precision and improved performance for the largest line item on every marketer’s plan.
The result... less waste and a better return for advertisers.
Data-driven Linear is a More Precise Approach to Buying National TV, without Compromising Scale
TV plans optimized across
high-indexing networks and
dayparts to deliver specific
audiences and minimize waste.
Smarter Buys
Ads delivered across the
entire national footprint,
maintaining mass reach.
National Scale
Data-driven Linear Gives Advertisers More...
+30%
audience-targeted impressions on average using DDL vs
a standard demo deal.
89%
58%
75%
of marketers are expecting
a “significant shift” away
from traditional demo-based
TV buying in the next three years
of marketers plan to increase
DDL in the next year
of advertisers believe
that DDL provides the
very best of TV and digital
3 The VAB Top 10: A Top-line View of How the Industry is Adopting Audience-based Buying
4 2021 Xandr Relevance Report: State of Convergence and Advanced TV
5 2021 Xandr Relevance Report: State of Convergence and Advanced TV
Targeting Capabilities
Audience Delivery
Ease of Execution
The Main Benefit
It’s Time to Rethink Your
Data-driven Linear
Than Demo
is Better
Move beyond broad age
1
1 eMarketer, October 2021
and gender targeting.
Adopt a more targeted
TV strategy.
Audience-based buying is the future of TV.
Data-driven linear is gaining momentum.
3
4
5
2 Internal Xandr data
2
Demo-based Targeting vs. Data-driven Linear
Scaled reach for
a broad audience
Greatest reach for a
more precise audience
Case Studies
See how advertisers are leveraging data-driven linear to achieve various marketing objectives.
return on ad spend
for CPG advertiser
4x
Read More
Read More
more advanced target impressions
for leading energy company
40%
Read More
more site visits for national fitness
and health D2C advertisers
45%
Richer audiences defined
by interests, behaviors,
and purchase habits to better
reflect your marketing target.
Advanced Audiences
True or False?
Find out what you really know about data-driven linear.
1
2
3
Planning on an advanced audience then buying
on a demo achieves
the same results.
Data-driven linear is not
a cost-effective way to drive to TV investments.
Buying targeted audiences at scale
on TV is complex
and time-consuming.
True
False
True
False
True
False
False!
Purchasing an
audience-optimized
TV plan and stewarding
the campaign towards
target delivery produces significantly better results.
False!
False!
Tech advancements have made the data-driven linear buying process streamlined and easy.
DDL delivers more audience impressions
and reach at a minimal increase in cost.
Ready to get started with DDL?
Invest TV can help.
Invest TV empowers buyers to activate consistent audiences and achieve unified reach across today’s biggest media owners.
Access the entire national DDL marketplace and reach 92% of US TV households
TV Buying Strategy
Self-serve
API
Concierge
and
more...
Demo-based Targeting
Data-driven Linear
Easy
Just as easy
Broad
More precise
Limited
(age, gender)
Infinite
(age, gender, cat owner, car buyer etc...)
It’s time to rethink your
TV buying strategy
Data-driven linear
is better
than demo
© 2022 Xandr Inc. Xandr™, the Kite logo, AT&T, the Globe logo and other marks are trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners. The views or opinions expressed by our contributors do not necessarily represent the views or opinions of Xandr Inc.
SM
Audience-based buying
is the future of TV.
Data-driven linear is gaining momentum.
Ready to get
started with DDL?
6
6 Nielsen, NHI 2021-22 Season, Total Day, HHLDs, Live+7. Average reach by Quarter (1st 13 weeks), 1-min qualifier
6
6 Nielsen, NHI 2021-22 Season, Total Day, HHLDs, Live+7. Average reach by Quarter (1st 13 weeks), 1-min qualifier
Learn more about Invest TV
Contact Us
Contact Us
Read More
more site visits for national fitness and health
D2C advertisers
8%
Read More
more site visits for national fitness and health
D2C advertisers
4.72%
Read More
more site visits for national fitness and health
D2C advertisers
28%
Read More
more advanced target impressions
for online real estate advertiser
28%
Read More
boost in sales lift for
national retail advertiser
4.72%
Read More
more advanced target
impressions for auto advertiser
8%
Read More
more site visits for national fitness
and health D2C advertisers
45%
Read More
more advanced target impressions
for leading energy company
40%
Read More
return on ad spend
for CPG advertiser
4x
Case Studies
See how advertisers are leveraging data-driven linear to achieve various marketing objectives.
Ready to get started
with data-driven linear?
Let’s work together.
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