• by Karlene Lukovitz  @KLmarketdaily, November 14, 2022

Eighty percent of 250 senior brand and agency executives reported having increased their converged TV budgets, in a survey conducted in September by advertising platform Innovid.

Converged TV campaigns are those that cross linear TV, connected TV (CTV) and digital video ads delivered via desktop and mobile.

Within that 80%, 36% said converged TV budgets had been “increased,” and 44% said they’d been increased “somewhat.”

Fourteen percent said those budgets were about the same, 4% reported them “somewhat” decreased, and 2% “decreased.”

Nearly 45% reported allocating 20% to 40% of their total media ad spend to converged TV, and 31% said they have allocated 40% to 50% to such campaigns (chart above).

Viewer fragmentation was the most-cited (40%) remaining challenge to converged  TV advertising, followed by “creative personalization” (37%) and “inconsistent measurement” (32%). 

Asked what’s needed for brands and agencies to improve the performance of converged TV campaigns, 66% cited  “consolidated technology” and 63% cited “unified measurement” to streamline and automate delivery and measurement. 

Nearly all (92%) said a unified view of converged TV reach and performance across linear TV, CTV and digital video is important.

“Improved ad relevance” was cited by 62% of respondents as a top benefit of having a unified view, closely followed by “increased data ownership (59%).