Convergence requires redefining TV

Nine in ten UK media buyers agree that “TV” is now defined as linear and streaming platforms, and a similar proportion think TV should be sold on impressions, a new report finds.

Why it matters

The State of Converged TV: A Look at Global Trends & Adoption, from measurement business TVSquared, makes the case for moving past legacy models and toward a more holistic, flexible converged TV marketplace.

Key UK findings 

• While 89% of UK respondents indicated that achieving cross-platform TV measurement and attribution is a top priority for adopting converged TV strategies, 47% also stated its accuracy was also a top challenge.
• 94% agree TV needs to be more flexible and easier to transact across linear and streaming
• A third currently allocate between 16-25% of their total TV budget to CTV.
• 45% currently advertise across three-to-five platforms, with 35% indicating they will advertise on six or more in 2022.
• The top three data sources being used by UK marketers to inform converged TV campaigns are online data for attribution (56%), first-party customer data (46%) and offline data for attribution (36%).

Key quote

“There is a shared passion, across the industry, to support converged TV strategies with measurement innovation and more flexible, transparent practices that empower advertisers to reach their total TV audience” – Calum Smeaton, CEO, TVSquared.

Sourced from TVSquared