80% of advertisers have elevated their converged TV investments yr over yr, based on a survey by Innovid, an impartial promoting platform for supply, personalisation and measurement of converged TV.
As well as, of the greater than 250 senior model and company respondents polled within the report titled ‘The Nice Unification of Converged TV’ in September 2022, practically all (92%) mentioned a unified view of converged TV attain and efficiency throughout linear TV, CTV and digital video is necessary.
Stephanie Geno, CMO of Innovid, mentioned: “The TV expertise is being reimagined. As content material and consumption choices evolve to satisfy the wants of recent viewers, manufacturers and companies are challenged by a fragmented media panorama – one that’s now not certain by time, platforms, areas, or units.
“To actually thrive on this ‘converged TV’ market – which encompasses linear, CTV, and digital video – entrepreneurs want a unified view of promoting and audiences. Not solely to know how cross-platform campaigns are actually working, but in addition to uncover actionable insights to succeed in and have interaction with the precise shoppers the place they’re.”
Key takeaways from the report embody:
- Converged TV Spend Grows because the Video Combine Diversifies: Practically 45% of respondents allotted 20-40% of their whole media advert spend to converged TV, and 31% devoted 40-50%. With the rise in converged TV advert spend, video mixes are diversifying. Now not dedicating nearly all of spend to at least one platform, respondents illustrated a variety of impression allocation throughout linear, CTV, and digital video.
- Fragmentation Challenges in a Converged TV Market: When requested to rank the highest ache factors round converged TV promoting, “viewer fragmentation” was the highest problem (40%), adopted by “artistic personalization” (37%) and “inconsistent measurement” (32%).
- Elements for Converged TV Success: When requested what’s wanted for manufacturers and companies to enhance the efficiency of converged TV campaigns, 66% acknowledged “consolidated know-how” whereas 63% responded “unified measurement” to streamline and automate supply and measurement.
- Advantages of a Unified View: “Improved advert relevance” was cited by 62% of respondents as a prime profit of getting a unified view of converged TV, driving deeper engagement by strengthening cross-platform personalization and artistic efficiency. An in depth second, at 59%, was “elevated information possession,” and having a wider vary of knowledge entry to measure related metrics.
“The time is now for advertisers to hunt a unified view into attain and efficiency by a consolidated tech platform that may floor the actionable insights essential to constantly inform methods and drive enterprise influence,” added Geno.