• by Karlene Lukovitz , May 11, 2023

Advanced TV is transforming advertising with personalization, optimization, advanced frequency controls to reduce waste, unified measurement capabilities, and the ability to adapt to consumers’ shifting, cross-screen consumption behaviors.  

But increasingly, leveraging advanced TV’s emerging capabilities with cohesive strategies calls for integrating streaming/digital and addressable linear campaign data.

In a recent survey of 300 agency and brand TV marketers by Yahoo Advertising, 70% cited audience targeting as a primary benefit of such data integration.

Measurement was the next most frequently cited benefit (58%), followed by extended reach (55%), frequency control (55%), planning/forecasting (50%) and contextual/content (39%).

However, the marketers also agreed that there are multiple challenges to integrating digital and addressable data — starting with lack of common metrics across channels, cited by 53%.

Others cited the challenges of creating a holistic framework for planning and measurement (41%), data-sharing restrictions by walled gardens (40%), choosing the right partner (34%), limited internal resources (27%), and organizational silos (26%).

Other reasons cited for slowness in adopting advanced linear advertising include lack of transparency in impression delivery (34%) and high costs (34%).

Marketers often need help with interoperability challenges and need partners and tech platforms to help them integrate and mesh data, metrics and audiences to optimize performance.

Nine out of 10 advertisers agreed that managing linear and digital campaigns using a single omnichannel solution should be considered essential, according to Yahoo.