• by Wayne Friedman , October 5, 2018

A study from Meredith's Corp's Viant, a digital media/advertising-technology company, says 57% of marketing executive respondents focus ad exposure on online sales -- with in-store sales close behind at 46% and 37% of TV campaigns tied to in-store visits.

Another 18% of respondents say they are not currently measuring ROI for any campaigns. Respondents were permitted to select multiple answers.

Although 57% of marketers say their 2018 planned linear TV spend was the same or less than 2017, 82% believe the success of their advertising campaigns is limited by TV viewers' second screens and/or advertising clutter. 

In some positive news, the research also found that people exposed to TV commercials that were retargeted on another device were 72% more likely to “convert” within a day.

The primary source for these research results is live TV viewing data from Viant's network of 12 million homes via automatic content recognition (ACR) technology, as well as digital ad impression data from Viant’s advertising cloud and real-time bidding advertising requests.

Viant also based the research on commissioned results by independent market research company Censuswide, which surveyed 500 marketing executives.