Local, Regional Ad Buyers Show Strong Interest in Advanced TV Solutions, Survey Says
Interest in advanced TV solutions is growing among local and regional advertising buyers, said a Thursday FreeWheel report. It found 79 percent of ad buyers are “extremely or very interested” in using advanced technologies including video on demand, over-the-top video,…
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addressable TV, advanced linear TV and streaming full-episode players. More than three-quarters of buyers surveyed expect their spending on advanced TV to increase over the next 12 months as they look to data-driven, audience-based TV advertising to deliver hard-to-reach audiences, reduce wasted impressions and improve cost efficiencies. Fifty-three percent found it easy to measure attribution on advanced TV, 10 percentage points higher than for network TV and cable (43 percent) but behind digital media channels, FreeWheel said. The shift toward data-driven and audience-based buying generally requires more automation to transact efficiently, and 29 percent of agencies said their process for buying local is completely or mostly automated. The online survey of 430 Strata platform users was fielded June 13-July 1.