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29 September 2021
Internal roadblocks a challenge to video convergence
Media & communications budgetsOnline video planning & buyingVideo on demand
The past year has seen spending on digital video and advanced TV growing faster than traditional linear TV, but video convergence remains a work in progress, hampered by silos and a lack of understanding, a new report finds.
What is convergence?
The 2021 State of Convergence and Advanced TV report from Xandr defines convergence as the ability (or desired ability) for advertisers to plan, buy, execute, or measure campaigns that include more than one type of TV or video inventory (including data-driven linear TV, OTT/CTV, addressable linear TV, traditional linear TV, other digital video).
One in four advertisers across the globe has yet to begin to research video convergence.
The majority of respondents blame internal roadblocks, including ‘lack of understanding’.
A majority of advertisers believe that the budgeting/planning and campaign activation phases are most in need of greater convergence.
Xandr partnered with Advertiser Perceptions to conduct a detailed online questionnaire for agencies and marketers in the US, UK, France, Germany and Australia. All 357 respondents had to be buyers actively working with over-the-top (OTT)/connected TV (CTV) or linear television.