On April 19th, we released the findings of a commissioned study conducted by Advertiser Perceptions on the topic of Advanced TV. This blog article is the second in a series digging into the key themes revealed in this report.
According to a new study from Ad Perceptions, commissioned by Videology, Advanced TV advertising is growing, and shows no signs of slowing down.
How quickly is it growing? In the study, nearly two-thirds of advertisers and agencies said they believe that more than half of all TV buying will be programmatic within 3-5 years. This promises a major shift for an industry that has gone unchanged for many years, a shift that will no doubt impact how teams are organized and dollars are distributed.
According to the study, many advertisers and agencies have already jumped onto the Advanced TV bandwagon: 57% of respondents say they have used Advanced TV advertising in the past 12 months, while 75% say they plan to in the next 12 months. The change is rapid, and is particularly interesting when compared to the same stats around linear TV: 88% say they have used non-advanced linear TV advertising in the past 12 months, but 77% say they plan to in the coming 12 months—a number on par with those planning to use advanced TV.
As the industry is beginning to recognize the benefit of adding data and automation to their linear TV strategies, the dollars are following. Among those currently spending in Advanced TV, 57% say they plan to increase their data-enabled TV budgets this year.