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State of the Screens

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

By June 13, 2018No Comments

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.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.