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.