Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds
January 16 2020 - 1:27PM
Business Wire
New findings from a survey conducted by
FreeWheel and Advertiser Perceptions reveal that spend optimism for
over-the-top (OTT)/CTV and addressable TV has skyrocketed over the
past year.
Today, FreeWheel, A Comcast Company (Nasdaq: CMCSA), announced
that according to a new survey of over 300 marketers and agencies,
advanced TV is being used by the majority of advertisers to reach
their target audiences. Among these solutions, OTT/CTV was
purchased by the highest percentage (66%) of advertisers over the
past month. Addressable TV (household-level targeting), streaming
full-episode players (FEPs) and audience-based linear TV were all
also used by over half of all advertisers and agencies
surveyed.
The survey, conducted in partnership with Advertiser
Perceptions, focused on how advertisers are managing TV buying
strategies in today’s changing landscape, and in particular, how
they are approaching advanced TV solutions. The survey also
includes historical trend comparisons based on another custom study
from Advertiser Perceptions, conducted in December 2018.
“In 2019, we saw our clients embrace data and automation for TV
buying in ways we’d never seen before,” said Brian Wallach, SVP,
Advanced TV Media Sales, FreeWheel. “The technology is there and
the interest is there. We expect the breadth of capabilities and
applications to increase as we move through 2020.”
The survey showed that spending optimism among advertisers
surrounding OTT/CTV and addressable TV has increased over the past
year: OTT/CTV’s spending optimism score jumped from 37 to 59, while
addressable TV jumped from 38 to 54. (Spend optimism is defined as
the percentage increase in spending minus percentage decrease.)
Interestingly, the survey found that agencies were more bullish on
their expected spend for both OTT/CTV and addressable, suggesting
they may be faster than marketers to embrace new TV
opportunities.
When it comes to extending the reach of traditional TV, nearly 8
out of 10 respondents said they still turn to digital video most
often to extend the reach of their TV campaigns. Advanced TV was
also cited by 54% of respondents as a chosen method for extending
reach – with those advertisers most likely to turn to addressable
TV (69%) and OTT/CTV (66%) for reach extension.
Looking ahead, there is consensus among both marketers and
agencies that TV advertising faces more change in the near
future:
- Audience-based TV buying is expected to continue increasing in
2020 for both linear and advanced TV, with agencies more likely
than marketers to turn to this buying type.
- 68% of respondents believe that at least half of traditional
linear TV advertising will be addressable within five years.
- 57% of respondents believe a full shift to IP delivery of
linear TV will occur in 5 to 10 years, and 76% within 5 to 15
years.
- 83% of respondents believe the ad business is moving rapidly
toward programmatic; 21% strongly agree and only 3% strongly
disagree. (Source: Advertiser Perceptions, October 2019)
“It’s a new world for advertisers, and it’s not slowing down any
time soon,” added Wallach.
The full report can be accessed here:
https://www.freewheel.com/insights/the-changing-face-of-tv-advertising
About FreeWheel
FreeWheel, A Comcast Company, empowers all segments of The New
TV Ecosystem. We are structured to provide the full breadth of
solutions the advertising industry needs to achieve their goals. We
provide the technology, data enablement, and convergent
marketplaces required to ensure buyers and sellers can transact
across all screens, across all data types and all sales channels,
in order to ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris,
Beijing, and across the globe, FreeWheel, A Comcast Company, stands
to advocate for the entire industry through the FreeWheel Council
for Premium Video. For more information, please visit
www.freewheel.tv, and follow us on Twitter and LinkedIn.
About Advertiser Perceptions
Advertiser Perceptions is the global leader in research-based
business intelligence for the advertising industry. Our exclusive
insights, practical advice and knowledgeable guidance produce
actionable solutions that deliver results and enable our clients to
thrive in today’s complex and competitive advertising market. For
more information about our services or to arrange a private
briefing, please contact us at 212-626-6683 or
info@AdvertiserPerceptions.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20200116005731/en/
FreeWheel Elaine Wong, 929-388-9098 elaine_wong@comcast.com
Advertiser Perceptions Frank Papsadore, 508-681-8872
frank.papsadore@advertiserperceptions.com
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