“TV’s resistance to the digital revolution is finally crumbling.”

Such was the headline finding from a study by the Association of National Advertisers (ANA), the industry body for client-side marketers, and Forrester, the research firm, into evolving television and digital video advertising strategies.

More specifically, this insight came from a survey of 126 members of the ANA conducted in January 2018 – a quantitative foundation that was supplemented by qualitative interviews with senior marketers in the beverage, hospitality, and insurance categories.

But the results from “The ANA/Forrester Q1 2018 US State Of TV And Online Video Advertising Online Survey” also provided room for optimism about the sustainability of television commercials as a viable medium for building brands, as it asserted that the “adoption of data-driven TV-planning techniques like addressable and advanced TV has arrived.”

The study anchored proof for this contention in a variety of datapoints:

  • 15% of respondents “regularly” include addressable TV – where brands use rich datasets (say, about product usage and family composition) to target specific households through cable and set-top boxes – in their TV plans, while 35% had “experimented but needed to know more”;