{"id":14473,"date":"2022-05-23T11:54:17","date_gmt":"2022-05-23T18:54:17","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=14473"},"modified":"2025-06-03T08:38:46","modified_gmt":"2025-06-03T15:38:46","slug":"5-key-questions-for-tv-advertisers-invested-in-streaming","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/5-key-questions-for-tv-advertisers-invested-in-streaming\/","title":{"rendered":"5 Key Questions for TV Advertisers Invested in Streaming"},"content":{"rendered":"\n

The way people watch TV has changed for good. Recent research by eMarketer found that 73.1% of US households already consume OTT video.(1)<\/sup> TV advertisers are taking note and shifting more spend to cross-platform TV campaigns to stay ahead of the curve. Nowadays, media buyers are allocating nearly 50% of their video budget to streaming (up from just 10% pre-pandemic).(2)<\/sup><\/p>\n\n\n\n

But, more choices in TV ad inventory complicates the decision-making process for allocating spend across linear and streaming. A fragmented approach to measurement can further cripple an advertisers\u2019 media strategies and compromise future budgets. In fact, a recent Advertiser Perceptions survey found that national advertisers with $1+ million in total annual ad spending are frustrated with their OTT measurement. The biggest challenges include lacking standard measurement (57%), managing audience deduplication (55%), and managing ad frequency capping (49%).(3)<\/sup><\/p>\n\n\n\n

Measuring reach, frequency, overlap and incrementality across linear and streaming is key for optimizing cross-platform campaigns, yet fragmented measurement and lack of real-time insights lead many advertisers to question ROAS. <\/p>\n\n\n\n

Minimizing wasted time and CTV dollars begins with a unified measurement solution that is purpose-built to break down linear and digital silos. Only then, can advertisers uncover incremental reach, connect conversions to impressions and manage frequency for cross-channel TV ad campaigns – all in one platform. <\/p>\n\n\n\n

The following are key questions advertisers should consider when evaluating their current approach to cross-platform TV measurement.<\/strong><\/p>\n\n\n\n

  1. Are your linear and streaming reports easily accessible in a real-time, centralized dashboard?<\/li>
  2. Do you know if your linear and streaming ads are reaching unique audiences?<\/li>
  3. Are you optimizing frequency to avoid over-exposing audiences to ads? <\/li>
  4. Can you filter streaming and linear campaigns by target demos in real time?<\/li>
  5. Do you know where your unique customer segments are watching TV?<\/li><\/ol>\n\n\n\n

    If you answered \u201cno\u201d to any of these questions, download iSpot\u2019s latest playbook Buyer\u2019s Guide to Future-Proof TV Measurement<\/strong><\/a> to unpack the challenges of cross-platform TV ad measurement and discover key requirements for streaming and linear TV ad success.<\/p>\n\n\n\n

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    Download<\/a><\/div>\n<\/div>\n\n\n\n
    <\/div>\n\n\n\n

    (1) Audience Project, February 2022, Linear TV Ad Frequency Still Too High in The U.S.<\/a><\/p>\n\n\n\n

    (2) The New York Times, May 16, 2022, Madison Avenue\u2019s Biggest Event Returns, to a Whole New World<\/a><\/p>\n\n\n\n

    (3) Advertiser Perceptions, Video Advertising Convergence Report, Wave 9: 2H 2020, February 2021<\/p>\n\n\n\n

    <\/p>\n","protected":false},"excerpt":{"rendered":"

    The way people watch TV has changed for good. Recent research by eMarketer found that 73.1% of US households already consume OTT video.(1) TV advertisers are taking note and shifting more spend to cross-platform TV campaigns to stay ahead of the curve. Nowadays, media buyers are allocating nearly 50% of their video budget to streaming… Read More<\/p>\n","protected":false},"author":49,"featured_media":14475,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[502],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/14473"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/49"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=14473"}],"version-history":[{"count":9,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/14473\/revisions"}],"predecessor-version":[{"id":22258,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/14473\/revisions\/22258"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/14475"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=14473"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=14473"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=14473"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=14473"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}