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%).
“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.