Measurement still the greatest challenge for cross-platform TV and video advertising | Ad Tech | News | Rapid TV News
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The premium video industry needs a new measurement solution, say marketers and agencies in a new report from the FreeWheel Council For Online Video.

18oct2017 frewheel2017Working in association with business intelligence specialists Advertiser Perceptions, the online video advertising management platform provider questioned brand marketers, creative agencies and media agencies and looked at how the unification of linear and digital TV has affected advertising transactions.

The survey revealed that measurement is still seen as the No 1 challenge for cross-platform campaigns, and almost three-quarters of marketers and agencies (70%) believe there will eventually be three or four key third-party measurement providers in the industry. Only a handful of those questioned (17%) could see the possibility of a single metric in the future.

The report revealed how brands and agencies are leveraging alternative metrics, with audience targeting and ROI/attribution seen as the most valuable, and survey recipients revealed they expect an evolution of primary metrics towards those focused on actual behaviour and outcomes.

Almost half of respondents were concerned about tracking and reporting complexities, while the difficulty in data integration was also a concern for a third of those surveyed. Issues with both agency (28%) and marketer (27%) organisation silos were also seen as challenges to unified video transactions.

Demographic guarantees were found to be favoured by almost two-fifths of cross-platform campaigns, with respondents citing better accountability and increased ad relevance as reasons why this remained an important currency. Brands and agencies questioned felt the barriers to more cross-platform video investment included constantly changing media landscapes (35%), inadequate technology (31%) and publishers’ walled gardens (25%). While brand and sales lift were considered of primary importance when evaluating cross-platform campaigns in today’s market, the survey’s respondents felt that these would be overtaken by audience profile and behaviour in five years’ time.

The full report can be downloaded from: