{"id":10836,"date":"2021-09-24T16:32:00","date_gmt":"2021-09-24T23:32:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=10836"},"modified":"2025-06-03T08:39:04","modified_gmt":"2025-06-03T15:39:04","slug":"the-cost-of-fragmented-tv-streaming-ad-measurement","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/the-cost-of-fragmented-tv-streaming-ad-measurement\/","title":{"rendered":"The Cost of Fragmented TV & Streaming Ad Measurement"},"content":{"rendered":"\n

Advertisers Perceptions reports that about a quarter of TV advertising budgets are going to streaming this year (1)<\/sup>. Based on daily conversations with many top TV advertisers we\u2019ve found that although cross-platform campaigns are quite common, honing in on the right audience and effectively maximizing the reach of streaming ads is shockingly challenging without a unified, cross-platform measurement solution. <\/p>\n\n\n\n

To put this into context, imagine a major beer brand is running a campaign to advertise a new spiked seltzer beverage targeting a younger demographic. When its agency negotiates the linear buy with the TV networks, they will likely include streaming inventory in order to hit the target impressions for the younger demo. Now, multiply that by a few or dozen networks and publishers, and it becomes extremely difficult to a) identify incremental reach on streaming vs linear and b) manage frequency to avoid over saturation. <\/p>\n\n\n\n

What incremental reach analysis looks like without unified measurement:<\/strong><\/p>\n\n\n\n

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Slow and cobbled together reports = missed opportunities to increase efficiency<\/strong><\/p>\n\n\n\n

Nielsen ratings are tried and true on the linear side of the equation, but the dramatic surge in streaming viewership is certainly shaking up the status quo. As cross-platform campaigns and fluidity deals are quickly becoming the norm, it\u2019s clear that yesterday\u2019s TV measurement systems are not equipped to meet the demands of the data-driven and performance-oriented marketers of today. Moreover, the explosion of data coming from individual streaming publishers only adds to the lag time and complexity. <\/p>\n\n\n\n

At iSpot, we are proud to have developed a cutting-edge unified measurement solution that helps brands and agencies break down linear and digital silos to execute more efficient cross-platform campaigns. <\/p>\n\n\n\n

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As a primary example, here is a case study<\/a> of how Amica, a leading mutual insurance company, leveraged Unified Measurement insights to more effectively expand reach and drive higher conversion rates of cross-platform campaigns. <\/p>\n\n\n\n

With iSpot\u2019s Unified Measurement, the Amica team gained:<\/p>\n\n\n\n