iSpot, the cross-platform TV and video ad measurement company, has released the results of its annual market research survey ahead of this year’s TV ad buying upfronts, sharing key executive takeaways from agencies and brands across industries. The survey took an industry pulse around critical industry topics from measurement-focused marketers – from anticipated marketing budget shifts to advertisers’ social strategies to what they see as measurement challenges and opportunities.

This year, 86 per cent of brands and agencies expect their TV and streaming budgets to increase or stay the same from previous years, with over half (51 per cent) expecting to see increases. Measurement-minded marketers are not seeing a decrease on the horizon (only 14 per cent expect one this year), though rapidly shifting economic situations could adjust that outlook.

Demand-side platforms (DSPs) lead as the most popular method for marketers to plan to buy through at 62 per cent, followed by publisher-direct (58 per cent) and social (51 per cent). While an emphasis on DSPs indicates advertisers want to centralise buying while not limiting access, similarly high figures for publisher-direct purchasing shows those relationships are still prioritized by the majority of buyers.

In terms of measurement opportunities, over half (53 per cent) of respondents shared that outcomes were the most critical factor in media buys, with value second at 27 per cent and verified ad delivery at 11 per cent, showcasing the value in outcomes-based measurement for marketers. Programme ratings were only a factor for 9 per cent of respondents, further showcasing how advertising and programming have become decoupled in recent years.

“Measurement-focused marketers are signaling that they are confident in the power of TV and streaming, “ said Stu Schwartzapfel, EVP of media, iSpot. “As investments in TV and streaming grow, the demand for real-time, transparent measurement has never been greater and the results of our Upfronts survey show that for over half of marketers, outcomes are the most critical factor in media buys.”

Streaming Still Has Some Measurement Data Challenges 

• 80 per cent of respondents shared that streaming partners provide reach & frequency data, and 61 per cent received demographic data.

• However, less than half of respondents received linear/streaming overlap data (41 per cent), programming data (44 per cent) and attribution performance data (48 per cent) – which are also essential to optimising streaming commitments.

Data-Enriched Advertising Leads as Emerging Ad Capability for Testing:  

• 38 per cent of those surveyed said they were planning to test data-enriched advertising this year, slightly more than those that planned to test AI creatives (35 per cent) and shoppable ads (34 per cent).

• Retail media data only had 21 per cent planning to test – however advertisers also may have already tested and/or implemented retail media data into their capabilities.

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Categories: Advertising, Articles, Broadcast, Markets, Research

Tags: advertising, iSpot