Majority Of Ad Execs Plan Converged TV/Video, But Buy It Separately

Big news: 53% of agencies/brands now plan TV and digital video as one “holistic” medium.

Cross screen planning/buying for agencies/brands:
Plan TV and digital video together — 53%
Buy TV and digital video together — 40%

Reminder: The three big innovations in video advertising:
1) Cross screen measurement
2) Cross screen planning/buying
3) Audience buying

Change in advertiser perception regarding video ad quality:
1) Publisher — ↑ 5%
2) TV — ↑ 4%
3) Video platforms — ↓ 2%
4) Social — ↓ 8%

63% of advertisers are currently looking for a cross screen solution.

Flashback #1: First Annual TV & Video Advertising Survey

85% believe that not adopting cross screen planning/buying will be detrimental to their overall marketing efforts!

63% will increase spend on cross screen platforms

Key findings on the use of cross screen data:
1) 71% say TV strategy influences digital strategy
2) 66% leverage digital data for TV buying
3) 61% leverage TV data for digital buying
4) 57% target TV viewers with digital ads

Flashback #2: More Advertisers Using Video In Digital Campaigns

40% of ad budgets are going to cross screen video buys.


Want the latest insights from around the video advertising industry?
Subscribe to our State of the Screens Newsletter.


Thank you

We have received your message and will be in touch shortly.


Contact Us