Although there has been much discussion and effort surrounding targeted, audience-based TV advertising, one study says linear TV video advertising is still more “relevant” to viewers than other forms of digital media -- including video from streaming platforms.
The study says 49% of respondents believe TV will show advertising that is the most relevant to them -- slightly up from 48% in 2018.
Streaming video is at 12% -- up from 8% in 2018.
The best-performing advertising message from digital media is social media -- 35% versus 28% the year before. Next comes web banner advertising at 14%, versus 16% in 2018).
The analysis was written about in an eMarketer report from an Adobe Ad study, which also says consumer sentiment reveals that overall advertising is becoming more relevant.
eMarketer projects that $29.24 billion will be spent on programmatic video ads — 81.2% of digital video ad spend. For TV, just 4% of ad spending in the U.S. will be programmatic -- roughly $70 billion from other estimates.
TV media sellers and buyers both insist that targeted, audience-based TV buying will be key to the future. But only around a third of all marketers believe the entire industry is doing it effectively.
Maybe it's the cynic in me, but I'd love to know who funded that study. Surveys can be designed to get the intended response.
Douglas, extremely generalized studies of this sort, where the respondent is not referring to a specific ad campaign but is providing what I call an "impressionistic" reply must be taken with many grains of salt. The "finding" that"TV" provides the most "relevant" advertising is probably nothing more than a reflexion of the amount of time people spend with advertising media. As they still watch more "TV" than they stream this is the most likely explanation for the former's "victory" in this study.
"Reflexion" should be "reflection" in the second to last sentence in my reply.