Measurement: Advertisers Least Satisfied With Digital Video, Linear TV, Digital Audio
- by Karlene Lukovitz @KLmarketdaily, September 13, 2021
On average, fewer than half of advertisers are satisfied with available measurement options for most media — and they are least satisfied with digital video, linear TV and digital audio, according to a new survey from Advertiser Perceptions.
Just 38% of surveyed advertisers express satisfaction with digital video measurement, and …
I wonder how many of these "advertiser" respondents know anything about how the audiences of the various media are measured? Probably not many. It would have been interesting to see what the result was if "advertiser" respondents were asked first how familiar they were with the audience research for each medium and only those who claimed a fair degree of familiarity were asked to rate the research. Also, in the case of TV it would be important to distinguish between national and local market ratings. Otherwise, what we are getting is playback from the often negative trade press and industry buzz, not true evaluations of the research.