• by Karlene Lukovitz  @KLmarketdaily, July 27, 2023

Access to premium programming is the most influential factor in decisions to increase ad spend in advanced TV (ATV), judging from a new survey from Yahoo Advertising.

Inventory access was cited by 58% of more than 300 ATV executives polled in April.

Targeting capabilities, cost efficiency and audience reach were also cited by about half or more -- at 52%, 50% and 49%, respectively.

Other factors that play a role include brand safety (47%), ad-performance optimization (41%), flexibility (35%) and consolidated/holistic measurement (26%).

Participants were also asked which capabilities are most important in choosing a programmatic ATV partner.

The three top factors are measurement (58%), unique identity and audience capabilities (56%), and access to unique linear TV data and platform cost efficiencies (47%). 

Automatic optimization tools (40%) and unique supply (35%) rounded out the top five preferences. 

Among those citing unique supply, 22% rated access to unique linear TV data as their number one priority, closely followed by measurement at 21%.

The poll sample consisted of marketer and agency contacts in the Advertiser Perceptions Ad Pros Community and third-party Yahoo partners.