Media Buyers Invest in Advanced TV Opportunities

June 11, 2018

A slight majority of advertisers plan digital video holistically as a necessary part of a TV campaign (53%) rather than as a standalone from a TV campaign (47%), reports Advertiser Perceptions in an online survey of 300 media brand decision-makers. But executing is a challenge, as current approaches to buying digital video and TV are more likely to come from separate teams (60%) than from a single team (40%).

Video advertising convergence is also being challenged by siloed sales organizations at media brands and publishers, per the report. Indeed, close to two-thirds (63%) of advertisers believe it very important that media brands, ad networks and DSPs offer a multi-platform solution that includes TV and digital video advertising. This makes sense given advertisers’ view that TV and digital video are largely complementary, rather than competing.

Previous research has indicated that as TV and digital video buying become more integrated, a desire for more targeting will drive a shift towards more use of addressable TV and data-enabled TV. This latest study comes to largely similar conclusions, with investments in advanced TV opportunities being “heavily driven by the desire for greater audience targeting on TV.”

The report certainly shows a considerable level of commitment to those opportunities. A majority (56%) of advertisers surveyed said they’re already making a significant investment in OTT/Connected TV opportunities, which is supported by data demonstrating huge growth in OTT video ad spending on the SpotX platform last year.

Beyond OTT/Connected TV, more than one-third of advertisers also report significant investment in programmatic linear TV (44%), addressable TV (40%) and data-enabled linear TV (35%).

Social Platforms Suffer from Brand Safety Concerns

Brand safety risk has been on the rise, with digital media buyers taking deliberate efforts to ensure the brand safety of their media buys.

The research from Advertiser Perceptions confirms that brand safety is “top of mind” for advertisers when approaching digital video advertising. This appears to have had an impact on the platforms that advertisers believe offer the best quality.

The survey, fielded in November and December 2017, found the largest share of advertisers (33%) saying that TV network full episode players (FEPs) offer the best quality of video content. TV FEPs overtook social media sites (30%), which in 2016 had been far ahead in terms of quality perception.

The report also reveals that secondary players in terms of video content quality are also moving in opposite directions. Advertisers are increasingly likely to see publisher content sites as having the best quality, overtaking video platforms, which have declined in perceived quality.

The report’s Executive Summary is available to view here [pdf].

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