Demand for unified ad platforms reaches all video and TV audiences | Media Analysis | Business
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Media buyers are finding that campaigns executed through a cross-screen platform (CSP) for the execution of both digital video and linear TV advertising are outperforming conventional campaigns, according to the first annual buyers’ survey from VideoAmp.

Videoamp 3Jan2018The first-of-its-kind survey by the advertising ecosystem operating system provider set out to identify how advertisers are navigating the rapidly converging TV and video landscape from laptops, tablets and smartphones to IP-connected TVs, OTT platforms and set-top boxes, and how those learnings are impacting upfront linear TV advertising buys.

In addition to CSP usage being endorsed by three-fifths of buyers, the survey, conducted by independent market researcher Industry Index, found that almost three-quarters also cited accuracy in planning and execution across both channels as core benefits. In addition, two-thirds of buyers are using digital data in their linear TV buys and 57% are targeting TV viewers across digital screens and devices. Additionally, more than half of buyers surveyed will also try a CSP for linear TV and digital video advertising this year; with 58% likely to increase usage and 63% likely to increase spend on such platforms in 2018.

“Brands and agencies are tasked with planning, buying, and measuring precise audiences across linear TV, VOD, OTT, desktop and mobile content,” remarked VideoAmp chief strategy officer Jay Prasad. “Our research reveals that trying to meet cross-screen needs in well orchestrated campaigns – against separate linear TV and digital video platforms – is broken. The time has come for the industry to catch-up with consumers’ media consumptions habits with entirely new data models and truly unified platforms.”

“Premium video, especially when delivered to a TV set, is TV -- and TV is the highest-impact, highest velocity, and highest cost opportunity in advertising,” added Jonathan Steuer, chief research officer, Omnicom Media Group. “VideoAmp’s Buyer Survey illustrates the growing industry consensus around the importance of cross-screen platforms to aggregate TV viewership and digital video audience data, and thereby to enable the efficient planning, cost-effective buying and accurate measurement of TV and video advertising that are essential to brands’ successes.”