Connected TV shakes up measurement approaches | Ad Tech | News | Rapid TV News
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When it comes to connected TV advertising, brands and marketers are increasingly interested in measuring viewership in a more traditional TV-like way rather than focusing mainly on digital-like measurement.

connected tv 19 may 2017Videology’s Knowledge Labs suggests that connected TV measurement could skew in either the direction of digital or TV, depending on the needs of the advertiser and overall campaign objectives. About half of marketers consider connected TV to be part of their digital video strategy, while only 10% consider it part of their TV strategy; the rest say they don’t differentiate between the two.

Three-quarters (76%) of advertisers and agencies say connected TV will play a greater role in their advertising strategies this year. Respondents were somewhat split when asked which budget connected TV advertising is coming from, with 31% saying it comes from a linear TV budget, and the same number saying it comes from a digital video budget. Another 13% say it comes from a test/experimental budget.

“Connected TV advertising provides marketers with the best of both worlds in video advertising: the precise targeting of digital with the lean-back experience of TV,” said Scott Ferber, founder and CEO, Videology. “On the Videology platform, we’ve seen 500% growth in the number of connected TV campaigns in just two years — proving that advertisers are seeing the power of this medium, and don’t want to miss out on the opportunity.”