Advanced TV now fastest growing TV ad sector | Ad Tech | News | Rapid TV News
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Nearly two-thirds of advertisers and agencies believe that more than half of all TV buying will be programmatic within three to five years, according to research from advertising software provider Videology.

videoolgyresearch 21april2017The Advertiser Perceptions: Advanced TV Study was designed to evaluate advertiser and agency attitudes and behaviours toward advanced TV advertising, with a particular focus on programmatic TV advertising. For the purposes of the survey, advanced TV was defined as both high-indexing linear TV that uses advanced data to define a strategic consumer target (data-enabled TV), as well as TV advertising delivered at the household level (addressable TV.)

The study revealed that most advertisers and agencies are already embracing advanced TV as an advertising medium, with many more expecting it to grow in the coming years. In fact, as many as 64% of respondents expect that within three to five years, over half of total TV buying will be programmatic. Additionally, among those currently spending in advanced TV, 57% say they plan to increase their data-enabled TV budgets this year.

More than three-fifths of the study respondents said they have used advanced TV advertising in the past 12 months, while three-quarters plan to do so in the next 12 months. This compares with 88% saying they have used linear TV advertising in the past 12 months, with 77% saying they plan to in the next 12 months.

“Advertisers and agencies are rapidly seeing the benefit of applying data and automation to their linear TV buys because it gives them the best of both worlds: the reach and viewing experience of TV, with the strategic targeting of digital,” remarked Videology founder and CEO Scott Ferber. “While this survey focused on the demand side, we are seeing similar enthusiasm from media companies who see data-enablement as a way of capturing greater value from their audiences, both in TV and across devices. With buyers and sellers both recognising the value in more addressable, audience-based advertising, the marketplace can now truly accelerate.”

The survey also showed when it comes to planning and buying video advertising, holistic thinking across TV and video is becoming the norm.