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%).
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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.