A significant number of marketers and ad agency execs surveyed on behalf of Videology said they plan to increase their spending on several forms of advanced advertising.
The poll, conducted by research company Advertiser Perceptions, found that 29% of respondents said they would increase their spending on OTT and connected TV, with just 6% planning to decrease spending.
Though money may be moving toward data-powered TV advertising, the numbers show strength for TV advertising, even linear TV, according to Videology.
A cookie cutter mass advertising approach simply does not work for brand advertisers.
The fusion of data and algorithms will enable advertisers to better reach the right target audiences on the right medium, including the largest middle class in the world, which now numbers more than 200 million people.
Want to advertise to one billion people? You’re going to need good data and technology to achieve the feat.
To gain a more holistic view of campaign performance, prove business value and definitively tie marketing efforts to tangible results, the industry must change its approach and embrace cross-channel attribution to improve ultimate ROI. Adoption is lagging.
Today, just over half of U.S. companies are using multichannel attribution models for their digital marketing efforts, according to eMarketer, but we are not there yet; an omnichannel, holistic approach to attribution must become the norm.
Technologies already exist to join disparate data-points outside of attribution vendors themselves, so ensuring an attribution partner is picked for the type of attribution they offer, specific to the company they are doing it for, is key.