Forrester is out with a new report conducted with the Association of National Advertisers, which asserts that data-driven TV ads have reached an inflection point.
According to the report, 15% of ANA members surveyed say they are incorporating addressable and advanced TV-buying techniques into plans today, and another 20% to 30% are testing these approaches this year.
Jim Nail, the Forrester analyst who authored the report, “The Digital Transformation of Video Advertising Arrives,” notes that advertisers have been shifting ad dollars from TV to digital video, but do not believe the latter medium is as effective.
The ANA survey found that 58% responded that TV has retained or improved its effectiveness. And while social media edges out TV in driving short-term sales by 8%, all other video options lag behind TV for brand awareness (70%) by between 18% and 54%.
The ANA survey data also reveals that more than 90% of those polled foresee TV becoming more targetable as data-driven approaches to ad buying become mainstream. That, in turn, is expected to slow the flow of money from digital to TV.
“Data-driven TV buying will compel advertisers to rethink this budget migration,” Nail asserts.
Nail added some additional color to his findings in this blog post.
The report can be purchased here.