TVSquared’s Global Converged TV Study Uncovers Need to Move Past Legacy Approaches to Reach Total TV Audience

TVSquared, the global leader in converged TV ad measurement and attribution, today released “The State of Converged TV: A Look at Global Trends & Adoption,” in conjunction with third-party research firms, Dynata and Advertiser Perceptions. As the first global view on converged TV, the report represents survey insights from nearly 1,000 buyers across Australia, the UK, Germany and the U.S.

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“The State of Converged TV: A Look at Global Trends & Adoption”

Report findings support an increasingly global sentiment to break free from rigid legacy approaches that no longer meet the needs of modern marketers, and toward currencies and practices that support a cross-platform TV ecosystem. In Australia, 91% of respondents agree that “TV” is now defined as linear and streaming platforms, and 88% indicate that TV should be sold on impressions.

To fully realize the power of converged TV, key Australia survey highlights support the need to move past legacy models and toward a more transparent, flexible converged TV marketplace:

• 56% of respondents cited “transparency of metrics” as a “very important” factor for investing in converged TV, followed by “ability to optimize for performance across TV buys” (47%) and “ability to measure incremental reach beyond linear” (46%).
• While 85% indicated that achieving cross-platform TV measurement and attribution is a top priority for adopting converged TV strategies; 49% stated its accuracy was also a top challenge.
• 94% of respondents agree that TV needs to be more flexible and easier to transact across linear and streaming.

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As CTV adoption steadily increases, TV investments and planning will become more diverse. TVSquared’s survey uncovered how emerging converged TV strategies are looking in Australia today:

• 40% of Australian respondents currently allocate between 16-25% of their total TV budget to CTV.
• 40% also currently advertise across three-to-five platforms, with 26% indicating they will advertise on six or more in 2022.
• The top three data sources being used by Australian marketers to inform converged TV campaigns are online data for attribution (58%), first-party customer data (39%) and offline data for attribution (35%).
• The top three KPIs for converged TV were optimising reach (45%), brand awareness/maximum exposure (44%) and incremental audience reach (42%).

“With viewers dispersed across platforms and screens, TV has been redefined to encompass both linear and streaming,” said Calum Smeaton, CEO, TVSquared. “There is a shared passion, across the industry, to support converged TV strategies with measurement innovation and more flexible, transparent practices that empower advertisers to reach their total TV audience.”

The report also analysed billions of ad impressions across 20 converged TV campaigns active on TVSquared’s ADvantage platform to uncover insights on incremental reach and how to best approach converged TV strategies.

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