The way people watch TV has changed for good. Recent research by eMarketer found that 73.1% of US households already consume OTT video.(1) TV advertisers are taking note and shifting more spend to cross-platform TV campaigns to stay ahead of the curve. Nowadays, media buyers are allocating nearly 50% of their video budget to streaming (up from just 10% pre-pandemic).(2)
But, more choices in TV ad inventory complicates the decision-making process for allocating spend across linear and streaming. A fragmented approach to measurement can further cripple an advertisers’ media strategies and compromise future budgets. In fact, a recent Advertiser Perceptions survey found that national advertisers with $1+ million in total annual ad spending are frustrated with their OTT measurement. The biggest challenges include lacking standard measurement (57%), managing audience deduplication (55%), and managing ad frequency capping (49%).(3)
Measuring reach, frequency, overlap and incrementality across linear and streaming is key for optimizing cross-platform campaigns, yet fragmented measurement and lack of real-time insights lead many advertisers to question ROAS.
Minimizing wasted time and CTV dollars begins with a unified measurement solution that is purpose-built to break down linear and digital silos. Only then, can advertisers uncover incremental reach, connect conversions to impressions and manage frequency for cross-channel TV ad campaigns – all in one platform.
The following are key questions advertisers should consider when evaluating their current approach to cross-platform TV measurement.
- Are your linear and streaming reports easily accessible in a real-time, centralized dashboard?
- Do you know if your linear and streaming ads are reaching unique audiences?
- Are you optimizing frequency to avoid over-exposing audiences to ads?
- Can you filter streaming and linear campaigns by target demos in real time?
- Do you know where your unique customer segments are watching TV?
If you answered “no” to any of these questions, download iSpot’s latest playbook Buyer’s Guide to Future-Proof TV Measurement to unpack the challenges of cross-platform TV ad measurement and discover key requirements for streaming and linear TV ad success.
(1) Audience Project, February 2022, Linear TV Ad Frequency Still Too High in The U.S.
(2) The New York Times, May 16, 2022, Madison Avenue’s Biggest Event Returns, to a Whole New World
(3) Advertiser Perceptions, Video Advertising Convergence Report, Wave 9: 2H 2020, February 2021