Education Is Key, As Videology’s New Research Shows Over 79% Of Advertisers And Agencies Plan To Use Advanced TV In Next 12 Months
Videology, a leading software provider for converged TV and video advertising, released “Bringing Addressability to TV: What’s Possible Now,” the latest installment in its popular Knowledge Lab Series on TV and Video Advertising.
Starting with the premise that “TV” now exists in many different forms, the comprehensive primer defines and explains the benefits and differences between each new form of TV advertising currently available, including Data-enabled Linear TV, Addressable Linear TV, Connected TV, and TV Content viewed via PC, Mobile App, or Mobile Web.
Within the Knowledge Lab, Videology previewed a portion of its soon-to-be-released research report commissioned from Advertising Perceptions* (full report coming April 2018), that says:
- 79% of advertisers and agencies plan to use Advanced Linear TV in the next 12 months (Data-enabled TV or Addressable TV), up from 57% who reported using Advanced TV in the prior 12 months
- In comparison, 70% say that they plan to use traditional Linear TV advertising in the next 12 months, while 78% say that they used it in the prior year
- 71% plan to use Connected TV advertising, and 67% plan to advertise within FEP/ TV content viewed on PCs
“Our research shows, and our experience confirms, that advertisers are extremely interested in using advanced TV ad strategies that encompass more robust first- and third-party data. That said, there is still a level of confusion in the market. We hope to help advertisers understand what solutions are currently available in the marketplace, including their limitations and capabilities. Greater knowledge leads to greater certainty, which is ultimately what’s needed to move this emerging sector forward,” said Scott Ferber, Founder and CEO, Videology.
Videology’s primer points out that while consumers enjoy relatively seamless cross-device TV viewing experiences, advertisers have a more complicated challenge when attempting to plan, execute and measure cross-screen TV and video campaigns. These complications arise from the differences in distribution channels, technology infrastructures, and the availability and application of data across various viewing channels.
“Today’s TV ecosystem is a tremendously complex space when trying to piece together varying technologies and delivery systems, but we’re making a lot of progress, quickly. As an industry, and as a company, we’re getting better every day in breaking down barriers, and delivering cross-screen, results-driven campaigns that surpass what was possible with a siloed approach to media,” added Ferber.