Advertisers want unified view of converged TV – survey

converged tv-Image by Gerd Altmann from Pixabay

With investment in converged TV increasing, most advertisers say that achieving a unified view of converged TV reach is important.

That’s according to a new survey from Innovid, an independent advertising platform for delivery, personalisation, and measurement of converged Television.

Converged TV report

Today it announced the findings from its report The Great Unification of Converged TV, which examines critical trends, challenges, and opportunities within the fragmented converged television landscape. 

The report reveals 80% of respondents increased their CTV investments year over year. 

In addition, of the more than 250 senior brand and agency respondents polled in September 2022, nearly all (92%) said a unified view of converged TV reach and performance across linear TV, CTV and digital video is important.

“The TV experience is being reimagined,” said Stephanie Geno, Chief Marketing Officer of Innovid. 

“As content and consumption offerings evolve to meet the needs of modern viewers, brands and agencies are challenged by a fragmented media landscape – one that is no longer bound by time, platforms, locations, or devices. 

To truly thrive in this ‘converged TV’ market – which encompasses linear, CTV, and digital video – marketers need a unified view of advertising and audiences. 

Not only to understand how cross-platform campaigns are really working, but also to uncover actionable insights to reach and engage with the right consumers where they are.”

Key takeaways from the report include:

Converged TV Spend Grows as the Video Mix Diversifies

Nearly 45% of respondents allocated 20-40% of their total media ad spend to converged TV, and 31% devoted 40-50%. 

With the increase in converged TV ad spend, video mixes are diversifying. 

No longer dedicating the majority of spend to one platform, respondents illustrated a wide range of impression allocation across linear, CTV, and digital video.

Fragmentation Challenges in a Converged TV Market

When asked to rank the top pain points around converged TV advertising, “viewer fragmentation” was the top challenge (40%), followed by “creative personalization” (37%) and “inconsistent measurement” (32%).

Components for Converged TV Success

When asked what’s needed for brands and agencies to improve the performance of converged Television campaigns, 66% stated “consolidated technology” while 63% responded “unified measurement” to streamline and automate delivery and measurement.

Benefits of a Unified View

“Improved ad relevance” was cited by 62% of respondents as a top benefit of having a unified view of converged TV, driving deeper engagement by strengthening cross-platform personalisation and creative performance. 

A close second, at 59%, was “increased data ownership,” and having a wider range of data access to measure relevant metrics.

Geno added: “The time is now for advertisers to seek a unified view into reach and performance through a consolidated tech platform that can surface the actionable insights necessary to consistently inform strategies and drive business impact”.