2021年聚合电视报告（英）-20页_3mb

Summary of "The State of Converged TV" Report by TVSquared

Core Content

This report from TVSquared explores the global state of converged TV, highlighting how traditional and streaming TV platforms are increasingly being treated as a unified ecosystem. It analyzes survey data from over 1,000 buy-side marketers across four major markets: the U.S., UK, Germany, and Australia. The report also includes insights from 20 converged TV campaigns run on TVSquared's ADvantage platform, emphasizing the importance of accurate measurement, incremental reach, and transparency in driving adoption and effectiveness of converged TV strategies.

Main Views

Converged TV is the New Reality

• TV is now defined as linear and streaming platforms (OTT, CTV, BVOD, etc.) in all surveyed markets.
• The shift away from appointment TV is evident, with more than 75% of marketers agreeing that TV should be considered a cross-platform medium.

Challenges to Adoption

• Measurement accuracy and transparency are the top barriers to converged TV adoption, with 57% of marketers identifying it as the biggest challenge.
• Data standardization, privacy concerns, and targeting limitations are also significant challenges.
• Lack of industry-standard identity resolution is a growing concern, especially in Europe and Australia.

Opportunities for Growth

• Advertisers who allocate at least 10% of their total TV impressions to streaming can expect at least 15% incremental reach.
• Streaming platforms offer unique audiences that linear TV cannot reach, with 70% of audiences reached via OTT/CTV not accessible through linear-only campaigns.
• The migration to converged TV is ongoing, with many advertisers experimenting with streaming and gradually moving toward experimental-level adoption.

Key Insights by Market

U.S.

• 73% of U.S. marketers believe all TV should be sold on impressions.
• 88% think the Upfronts need to be more data-driven and flexible.
• 43% of marketers measure linear and streaming campaigns weekly for performance.
• Incremental reach is a top KPI, with 43% of U.S. respondents ranking it as one of the top three metrics.

UK

• 90% of UK marketers agree that TV is now cross-platform.
• 43% of buyers are optimizing campaigns for performance weekly.
• Incremental reach and standardized cross-platform measurement are key priorities.
• 91% of UK buyers plan to advertise on more than 6 CTV platforms in 2022.

Germany

• 82% of German marketers agree that TV is now cross-platform.
• 33% of respondents are optimizing campaigns for performance weekly.
• Addressable TV campaigns are becoming more important, with 38% citing the lack of standardization as a major challenge.
• 22% of German buyers plan to advertise on more than 6 CTV platforms in 2022.

Australia

• 91% of Australian marketers agree that TV is now cross-platform.
• 40% of respondents cited lack of accurate and scalable viewership data as a key challenge.
• 35% of Australian buyers plan to advertise on more than 6 CTV platforms in 2022.

Critical Growth Factors

• Transparency of metrics across linear and streaming channels is a top priority for all markets, with 90% of marketers considering it important.
• Incremental reach is a key metric for success, with 43% of buyers ranking it as one of the top three KPIs.
• Standardized, cross-platform measurement and attribution is essential for effective media planning and budget allocation.
• Holistic campaign management is becoming more common, with 40%+ of advertisers managing both linear and streaming campaigns weekly.

Data Sources and KPIs

• Online data is the most widely used dataset for converged TV strategies, with 50%+ of European and Australian respondents citing it as a primary source.
• First-party data and viewership data (set-top-box, ACR, OEM panels) are also commonly used.
• The most important KPIs across all markets include:
  • Reach and frequency
  • Incremental reach
  • Brand awareness
  • Customer acquisition and retention
• Measurement consistency and privacy-compliant data integration are crucial for the future of converged TV.

Incremental Reach Analysis

• OTT/CTV platforms provide 15% average incremental reach compared to linear-only campaigns.
• 70% of audiences reached via OTT/CTV cannot be reached through linear-only.
• Frequency is higher for linear (average 9) than for OTT (average 4), suggesting that streaming offers more room for growth in terms of reach.
• Balanced strategies are needed to maximize audience coverage and campaign efficiency, as both platforms have unique strengths.

Conclusion

• Converged TV is becoming the new standard in media planning and buying, driven by the need for transparency, accuracy, and flexibility.
• Impression-based currencies are gaining traction, with 70%+ of global marketers supporting the shift.
• Measurement innovation is key to unlocking the full potential of converged TV.
• Streaming is a powerful tool for audience expansion, and brands that invest in it are seeing measurable incremental reach and ROI improvements.