In 2018, Half of Brand-Direct Marketers and Agency Executives Will Try a Cross-Screen Platform for Linear TV, Video on Demand, OTT and Digital Video Advertising; 58% Will Increase Usage and 63% Will Increase Spend on Such Platforms
VideoAmp’s Buyer Survey illustrates the growing industry consensus around the importance of cross-screen platforms to aggregate TV viewership and digital video audience data, and thereby to enable the efficient planning, cost-effective buying and accurate measurement of TV and video advertising.
LOS ANGELES – VideoAmp has released findings from its First Annual TV & Video Advertising Survey. Conducted by independent market researcher Industry Index, the study found that 60% of marketers believe campaigns executed through a Cross-Screen Platform (CSP) for all TV and digital video outperform conventional campaigns, with 74% citing accuracy in planning and execution across both channels as core benefits.
The first-of-its-kind survey measured how advertisers are navigating the rapidly converging TV and video ecosystems to reach audiences across laptops, tablets, smartphones, IP-connected TVs, OTT platforms, and set-top boxes – and the implications for their upfront linear TV buys. Brand-direct marketers and agency executives were asked about their methods and data assets for investing across all TV and digital video as well as their attitudes and experiences with CSPs.
“Brands and agencies are tasked with planning, buying, and measuring precise audiences across linear TV, VOD, OTT, desktop, and mobile content,” said Jay Prasad, Chief Strategy Officer, VideoAmp. “Our research reveals that trying to meet cross-screen needs in well-orchestrated campaigns – on disparate TV and video platforms – is nearly impossible. The time has come for the industry to catch-up with consumers’ media consumption habits with entirely new data models and fully integrated, unified platforms.”
“Premium video, especially when delivered to a TV set, is TV, and TV is the highest-impact, highest-velocity, and highest-cost opportunity in advertising,” said Jonathan Steuer, Chief Research Officer, Omnicom Media Group. “VideoAmp’s Buyer Survey illustrates the growing industry consensus around the importance of cross-screen platforms to aggregate TV viewership and digital video audience data, and thereby to enable the efficient planning, cost-effective buying and accurate measurement of TV and video advertising that is essential to brands’ successes.”
The survey further found that 66% of marketers are already leveraging digital data in their linear TV buys and 57% are targeting TV viewers across digital screens and devices. Download the report to learn how adoption and spending across CSPs will grow in 2018.
VideoAmp is the world’s first integrated TV operating system for the convergence of the linear TV and digital video advertising ecosystems. Our software and data solution enables advertisers to plan, buy, and measure the success of precisely targeted campaigns that reach linear TV, VOD, OTT, and digital audiences. For the first time, the linear suite empowers marketers to use digital data for the planning and allocation of upfront TV commitments within existing workflows. This extends to scatter and cross screen initiatives, all within the VideoAmp operating system for buyers and sellers. VideoAmp is backed by Mediaocean, RTL Group and six other top venture capital firms. For more information, visit http://www.videoamp.com or follow us on Twitter, Facebook, and LinkedIn.