A new survey produced by Advertiser Perceptions and released by Videology, makes a case for optimism when it comes to TV advertising. The survey is drawn from 300 interviews conducted with advertisers and agency professionals.
Here are the key findings:
— Linear TV: 67% plan to maintain spending budgets from 2017, and 12% plan to increase spend on Linear TV in 2018.
— The greatest TV growth was seen around Advanced TV options.
— 29% of respondents plan to increase their advertising spend of Connected TV in 2018, while 65% said they earmark funds to maintain their current spend
— Only 6% planned to decrease their Connected TV spend in the year ahead.
— 24% of respondents said they planned to increase their Addressable TV spend, while 67% planned to keep their spending on par with 2017. — 22% plan to increase their Data-Enabled TV spend, and 73% plan to maintain their 2017 spend levels.
— 38% of agency respondents said they plan to increase their Connected TV spending, and 32% plan to increase their Addressable TV spending.
— 51% of advertisers and agencies say that traditional Linear TV is still “core” to their 2018 strategies; 31% say Connected TV is “core to their strategy”; 22% say Addressable TV is “core to their strategy”; Another 39% and 43%, respectively, say that Connected TV and Addressable TV, though not considered “core” strategies, are currently being used.
— When asked about the biggest challenges for their company or client in regard to TV and Video advertising, 51% of respondents cited consistent cross-screen measurement, while 44% said they were challenged with how to best leverage data. Over 1/3 said their biggest challenge was “Lack of clarity/understanding of what’s available and how to execute.”