Study polled senior-level marketers to
understand how advertising strategies have changed to reach and
engage with audiences across linear, CTV, and digital
NEW
YORK, Feb. 8, 2023 /PRNewswire/ -- Innovid Corp.
(NYSE:CTV), an independent advertising platform for delivery,
personalization, and measurement of converged TV, in partnership
with Ascendant Network, an exclusive community of senior-level
marketing and retail professionals, today announced the release of
"The Future of Converged TV: How Advertisers Are Adapting the Video
Mix to Reach and Engage with Audiences Where They Are." The
research report polled VP, SVP, and C-level marketers to understand
how their video mix, media, and creative strategies have evolved in
order to reach and engage with audiences dispersed across linear,
CTV, and digital.
The shift to "converged TV" (linear, CTV, and digital video) has
had a profound impact on every aspect of the advertising industry –
from reaching audiences to leveraging data-driven technologies for
personalization at scale, to meeting demands for transparent,
holistic measurement, and adopting real-time optimization
strategies.
"This convergence presents opportunities for advertisers to
reach and engage with audiences in new ways, but also requires them
to re-think their video buying strategies," said Jessica Hogue, General Manager of Measurement
& Analytics, Innovid. "Our report sheds light on how marketing
leaders have adapted their advertising strategies for converged TV
and evolved their mix across platforms, highlighting key priorities
and challenges for 2023 and beyond."
With the technology and data available to "connect the dots"
across linear, CTV, and digital video, the report uncovers how
advertisers have changed their video mix, measurement, and creative
strategies. Some key findings include:
- Advertisers are diversifying buys across linear, CTV, and
digital to reach and engage with desired audiences. As this has
occurred, internal silos between digital and traditional channels
also seem to be breaking down, with 80% of respondents now buying
converged TV through a centralized team.
- Goals for converged TV buys span reach and performance.
According to respondents, the top goals for converged TV were
ranked as 1) audience targeting; 2) reach/incremental reach; and 3)
outcomes
- A unified view of converged TV reach and performance is
needed, but remains a challenge. While the way
measurement is done differs widely by respondent, what is
being measured is increasingly aligned, with 45% measuring the same
KPIs across linear, CTV, and digital. The top KPIs for converged TV
are online outcomes (86%), offline outcomes (57%), and incremental
reach (43%).
- Creative strategies are still rooted in the linear 60-second
spot, but starting to evolve along with converged TV. In fact,
personalization at scale (48%) and interactivity at scale (35%)
ranked as high creative priorities in 2023 for all respondents.
To download the Innovid and Ascendant Network report, visit
here.
About Innovid
Innovid (NYSE:CTV) powers advertising delivery, personalization,
and measurement across linear, connected TV (CTV) and digital for
the world's largest brands. Through a global infrastructure that
enables cross-platform ad serving, data-driven creative, and
measurement, Innovid offers its clients always-on intelligence to
optimize advertising investment across channels, platforms,
screens, and devices. Innovid is an independent platform that leads
the market in converged TV innovation, through proprietary
technology and exclusive partnerships designed to reimagine TV
advertising. Headquartered in New York
City, Innovid serves a global client base through offices
across the Americas, Europe, and
Asia Pacific. To learn more, visit
Innovid.com or follow us on LinkedIn or Twitter.
Ascendant Networks
Ascendant Network is home to selective communities
(invite-only via nominations) of senior change agents (typically
VP, SVP and C-level) spearheading today's marketing + retail
r/evolutions. Its mission is to advance the professional
development of exceptional leaders. Content + community + partners
are curated by its powerful Digital Ascendant Council + Retail
Ascendant Council. Its twice-yearly community events are not
run-of-the-mill conferences, each one brings together 100
transformative executives from the nation's most progressive
companies to share + connect + tackle industry problems. Its
closed-door/no press forum is deliberate — it supports candid
sharing and relationship-building among the industry's "who's who."
In short, it's a community of the most influential marketing +
retail leaders.
Media
Chris Harihar
chris@crenshawcomm.com
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SOURCE INNOVID