New Innovid Study Reveals Disconnect Between
Measurement & Optimization Across Converged TV, Resulting in
Business Impact
NEW
YORK, Sept. 27, 2023 /PRNewswire/
-- Although the majority of marketers (56%) spend more than
half of their time optimizing converged TV ad performance, only 40%
believe their ad optimization practices are "very good." This
means, despite the time investment, the majority (60%) believe
their optimization efforts fall short. That's according to the
findings of a new study released today by Innovid (NYSE: CTV),
an independent advertising platform for the delivery,
personalization, and measurement of converged TV across linear,
connected TV (CTV), and digital, to spotlight how advertisers are
investing significant time and money into converged TV.
The study, "The Converged TV Disconnect: Advertisers on Bridging
the Gap Between TV Measurement Insights & Results," surveyed
more than 250 brand and agency professionals, also found that when
it comes to measurement, nearly 90% of respondents say that a
unified view of converged TV across linear, CTV, and digital is
important, with 91% saying that standard KPIs across converged TV
advertising are important at some level. However, almost two-thirds
(62%) use separate measurement partners and advertising management
and delivery platforms, incurring data loss and increased
integration needs.
"According to eMarketer, spending on CTV ads has skyrocketed by
about 400% since 2019 – and with more ad dollars spent on converged
TV as a whole, brands and agencies feel increased pressure to prove
the efficiency and effectiveness of their investments," said
Dave Helmreich, Chief Commercial
Officer at Innovid. "A unified view of performance across the
converged TV landscape is critical but with measurement done
separately from campaign management and optimization, there is a
disconnect for advertisers to be able to effectively drive ROI.
Converged TV optimization needs to be made seamless for advertisers
through real-time measurement that is immediately actionable and
can deliver results. InnovidXP provides marketers with a unified
view, actionable insights, and the ability to automatically
optimize campaigns to drive business results – bridging the gap
with a single, fully integrated platform."
Innovid's "Converged TV Disconnect" study also revealed
that:
- Optimization Frequency Isn't Keeping Pace with
Measurement: More than two-thirds (68%) of respondents stated
they are measuring campaigns on, at least, a weekly basis, with
almost four in 10 (39%) measuring ad performance either daily or in
real time. But advertisers aren't optimizing ad campaigns as often
as they measure campaign performance: Just 57% say they're
implementing media optimization for converged TV campaigns on a
weekly or more frequent basis. That's more than 10 percentage
points below how often they measure.
- Engagement, Outcome, Reach: When respondents were asked
to rank which metrics they were most interested in optimizing by,
Engagement by Platform/Publisher ranked highest, followed by
Engagement by Creative, Outcome by Creative, Reach by
Platform/Publisher, and Outcomes by Platform/Publisher.
Click here to download "The Converged TV Disconnect: Advertisers
on Bridging the Gap Between TV Measurement Insights &
Results."
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
https://www.innovid.com/ or follow us on LinkedIn or Twitter.
Media Contact
Caroline
Yodice
cyodice@daddibrand.com
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SOURCE Innovid LLC