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The shift to “converged TV” has had a profound impact on every aspect of the advertising industry – from reaching audiences across platforms to leveraging data-driven technologies for personalization at scale, and meeting demands for transparent, holistic measurement to inform real-time optimization strategies.
Innovid partnered with Ascendant Network to survey senior-level marketers to understand how their mix, media, and creative strategies have evolved now that audiences are dispersed across time, platforms, and screens.
Unlike other reports, we wanted to uncover what is happening today – how advertisers are leveraging data, technology, and good-old innovative thinking to thrive in a multi-faceted converged TV media landscape that is bursting with opportunities.
Key High-Level Findings:
80%
buy converged TV media through 1 centralized team, with the top goals being audience targeting, reach/incremental reach, and outcomes
45%
measure the same KPIs across linear, CTV, and digital, with online outcomes, offline outcomes, and incremental reach the top metrics
48%
have prioritized personalization at scale as the highest creative priority for 2023, followed by interactivity at scale at 35%