Three quarters of all media buyers say TV is now defined as both linear and streaming platforms; 70% say TV should be sold in the basis of impressions, according to TVSquared
NEW YORK & EDINBURGH, Scotland—A recent survey of media buyers in the U.S., the UK, German and Australia found that buyers are taking a more converged view of television in their campaigns and planning, with more than 75% of respondents agreeing that TV is now defined as linear and streaming platforms, and more than 70% believing that all forms of TV should be sold on impressions, according to a TVSquared report.
That marks a major global shift in thinking from the past when digital was sold the basis of impressions while TV used ratings. It also highlights a move towards using impressions that has been embraced by major TV and measurement companies in recent months.
“The State of Converged TV: A Look at Global Trends & Adoption” report surveyed nearly 1,000 buyers in the U.S., UK, Germany and Australia and analyzed billions of ad impressions across 20 converged TV campaigns active on TVSquared’s ADvantage platform.
Across all four markets, the findings from the study indicate that buyers are approaching linear and streaming in similar ways, and that the current and future states of converged TV are putting a spotlight on the need for new currencies and holistic, cross-platform measurement, the report said.
TVSquared’s converged TV campaign analysis revealed that, on average, the audience overlap of linear and OTT/CTV campaigns is approximately 30%, meaning that, on average, 70% of the audiences reached via streaming could not be reached with linear alone. Findings also indicate that brands should be committing at least 10% of TV impressions to streaming in order to achieve at least 15% incremental reach.
Data from the U.S. survey also highlighted the need to move past legacy models and toward a more holistic, transparent converged TV marketplace, the researchers said.
They found that 89% of buyers cited the ability to holistically manage linear and streaming campaigns as an important factor when deciding to invest in converged TV.
More than 90% said transparency of metrics across linear and streaming channels and publishers was critical in order to devote ad spend to converged TV.
Source: tvtechnology.com
