Questions in this survey include:

• Reference spot length for linear and streaming
• 2. What is your main commercial target group? (the reference target group on your rate card?)
  eg. 14-49 y.
• Comments

Questions included in the survey:

• Do you have one or more automated self-service tool(s) which enable your clients to plan or book linear TV/digital campaigns?
  • If yes, please indicate:
    – name of the tool:
    – if it is owned by a single or multiple broadcasters (does it allow access to the inventory to your portfolio only or to multiple broadcasters)?
• Which advertising platforms can be booked/planned on this tool / these tools ? (e.g linear TV, online video, adressable linear TV, display, etc.)
• What are the targeting criteria available on this tool (e.g. demographic, geographic, behavioral, other) ?
  • If you are working with an external data provider for any of these, please indicate there (name and type of targeting it allows)
• What purchasing and pricing options are available in this tool(s) (e.g. garanteed prices, dynamic net price, auctions, Spot-by-Spot, Packages, GRP Cost, CPM, CPA, other)?
• What solutions does this tool offer to track and measure the performance of campaigns (e.g. GRP, impressions, reach, attention, co-viewing, viewability, other) ?
  • Do you have a partnership with any external company to measure campaign performance? If yes, please indicate the name here.
• Does this tool offer campaign management functions, such as planning (e.g. real simulation, recommendations for linear TV/Digital budget allocation, real simulation, etc.) budget control, and performance optimisation (recommendation for linear TV/digital mix, time slots, etc.)?
• Was it developed in-house or by an external provider (if external, by whom)?
• Who are the main users: advertisers, agencies, both? SMEs?

Questions included in the survey:

• Manually
  • What criteria are used to determine the order of commercials in the advertising block?
• Mixed (by the booking tool and manual corrections)
  • According to which criteria is an initial sequence determined by the booking tool?
  • What are the criteria for subsequent manual changes to the order?
• Automatically by the booking tool without manual corrections
  • What criteria are used to sequence the commercials in the advertising block?
• Automatically by an external tool
  • What criteria are used to determine the order of the commercials in the advertising block?
  • What is the name of the tool and who is the provider?

Questions included in the survey:

• FLSP positioning – %markup vs. standard price for:
  • First Position:
  • Second Position:
  • Penultimate (second-to-last) position:
  • Last position
• Other positions?
  • How do you price third spot position, or for any other position within the ad break?
• Comments

Questions included in the survey:

• Do you offer or have you offered AR integrated campaigns to clients?
  • If not, have you explored the possibility?
• If yes, could you provide details of your AR integrated campaigns:
  • How do you position and sell AR brand integration to your clients?
  • In which platforms/devices do you run these AR campaigns?
  • How is the AR technology incorporated into the campaign strategy?
  • What KPIs do you use to measure the success of these campaigns? What have been the results?
  • Are there any significant learnings or insights from these campaigns that you consider important?
• Do you see potential for AR in our industry? Please elaborate on your perspective.
• Do you offer or have you offered VR integrated campaigns to clients?
  • If not, have you explored the possibility?
• If yes, could you provide details of your VR integrated campaigns:
  • How do you position and sell VR brand integration to your clients?
  • In which platforms/devices do you run these VR campaigns?
  • How is the VR technology incorporated into the campaign strategy?
  • What KPIs do you use to measure the success of these campaigns? What have been the results?
  • Are there any significant learnings or insights from these campaigns that you consider important?
• Do you see potential for VR in our industry? Please elaborate on your perspective.
• In both cases, for VR and AR:
  • Who is in charge of creating that spot within your sales house? Your creative department or another unit?
  • Do you charge a premium for the use of that technology (if you can indicate an approx. % of the price increase, please do)

This survey provides a pricing index across markets for the following platforms and targets:

• Linear TV – Total population or equivalent
• Linear TV – All 15-44 or equivalent
• Linear TV – All 25-64 or equivalent
• Linear addressable TV (please indicate if CTV or telco based) – Targeting
• Online video (in-stream on websites) – No targeting
• Online video (in-stream on websites) – Audience targeting
• BVOD: – No targeting
• BVOD: – Audience targeting
• BVOD: (addressable TV online/DAI) – Audience targeting
• BVOD: on CTV – Audience targeting

* It also asks for pricing (estimates) for global streaming platforms and YouTube

• What pricing tools/software do you use to determine your base/rate card pricing?
  > Are the calculations done in Excel and using Excel-based macros
• Are any of your existing internal software components enhanced with price calculation functions? If yes, which tools and what is its purpose (yield management, optimisation, forecasting, etc.)?

Verification / Validation

• Which vendors does your company use to validate and verify traffic as well as the key measures reported on? How satisfied are you with each provider for each area? What do you like and what do you dislike?
• Who would you say are the leading companies when it comes to verification and validation of digital inventory?

Brand Lift / Attribution Measurement

• In what ways listed below do you measure the success of advertising campaigns, beyond media metrics? Any details you can provide around methodology (i.e. pixel, integration) in the comment box would be much appreciated!
• What data sources/vendors do you use for each of the areas you selected in the previous question? Alongside the name of the vendor, please tell us how satisfied you are with each vendor / provider in each area.
• How well do you think CTV broadcasters are able to measure the true effectiveness of a campaign? Please give a score from 1 to 10 where 1 is the lowest and 10 is the highest.

Data / Identity

• In what ways are you able to target audiences via your CTV platforms?
• What types of data sources does your company use to identify target audiences?
• What data sources/vendors do you use for each of the areas you selected in the previous question? Alongside the name of the vendor, please tell us how satisfied you are with each vendor / provider in each area.

Reporting Impressions / Reach & Frequency

• Which of the following best describes how CTV impressions are reported alongside data from other platforms (i.e. linear) in your market?
• If they are reported Jointly, does the relevant system(s) also provide estimates of reach and frequency?
• Provide a brief description of the current sources/vendors for the data you describe above
• How well do you think broadcasters are able to measure cross-platform reach and frequency in your market?
• Are there any moves, by your company or others, to introduce new initatives into the market around measuring cross-platform reach and frequency or impressions?

Other

• What are the biggest TV/AV advertising measurement challenges that your company’s sector faces?
• What are the biggest TV/AV advertising measurement challenges that your company faces, if different from your previous answer?

Do you have products or tools available that use AI to promote the following:

• Planning, Targeting, Media Buying, Campaign Execution and Ad Formats
• Audience Analysis and Engagement
• Content Management and Optimisation
• Media Delivery and Customer Support Enhancement
• Other

Future plans and the role of AI

• Are there plans to implement new AI tools in your ad sales operations in the near future?
  What is its application/s?
  What is the scheduled launch date?
  What is the primary strategic objective you aim to achieve (e.g. increase revenue, improve audience engagement, operational efficiency, etc)?
  What are the main challenges and concerns you anticipiate with the integration of those AI tools in your operations? (e.g Technical, cost, legal, training staff, etc.)?

• What level of importance do you believe AI has in terms of future-proofing your business in the next 3-5 years?
• In the next 3-5 years, how do you expect the implementation of AI will impact:
  The cost of content production?
  The price of advertising?
  Ad revenues for TV companies?
  TV sales house’ operational cost?
  Number of staff in your sales house?