As 2018-19 upfront and/or newfront negotiations heat up, it’s more than likely that those deals will be executed as separate, nonintegrated teams. While a slight majority -- 53% -- of advertiser and agency executives say they now plan TV/video as one “holistic” medium, they don’t necessarily execute it that way, according to findings of Advertiser Perceptions 2018 Video Advertising Convergence Report.
The report finds that only 40% of ad execs say they actually buy TV and video as part of an integrated team.
Among the 60% who currently buy TV and digital separately, 83% plan to eventually integrate their teams, while 17% have no such plans.
The report suggests that the issue isn’t just one of legacy advertiser and or agency organizations, but that the supply chain is also a significant factor impeding a more integrated approach on the “demand-side.”
Respondents indicated that "siloed sales organizations" among suppliers is a big “challenge” for advertising and media-buying organizations.
Specifically, nearly two-thirds (63%) of advertisers said is “very important” that suppliers offer them a "multiplatform solution" integrating TV and video advertising vs. standalone options.
"The methods of purchasing these campaigns over larger networks is very complex," said one anonymous marketing director, noting, "there is no single platform that can be used to target the majority of the video outlets, so setting up the campaigns is time-consuming and confusing."
It's all well and good to desire a common selling/buying facility for digital video and "linear TV" however the audience metrics for the two are not truly comparable and it may be a long time---if ever----before this is resolved. Jumping on the device usage bandwagon---as has often been suggested----would require buyers to make highly subjective adjustments to the digital "audience" numbers to account for ad viewability and, more important, actual ad viewing comparisons with similar data for "linear TV". As yet, we lack much of the required information and time-on-screen, which is also proposed as a solution, is simply a start in the right direction,not the answer. We cover the various issues and pitfalls of the comparability problem in our annual, "Intermedia Dimensions 2018". It is a very complicated matter---not given to easy solutions.