Videa: “TV ad industry ready for change”

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Videa, an online marketplace for automated television advertising, has released research from their Change Management survey, providing a number of insightful perspectives from 174 participants, comprised of Media Agency and TV Station Members and Reps, on the state of the TV advertising industry.

Key findings from the study, conducted from September 2017 – March 2018, include:

  • Ad Investment Concerns Are Mounting – More than 80 per cent of media agency members are concerned with whether their advertising dollars are being invested appropriately
  • Transparency Is Key- More than 80 per cent of participants indicated that pricing transparency is important
  • Change Is Felt Across The Board – 75 per cent of participants agreed that the nature of buying and selling local TV inventory has changed over the last several years
  • TV Execs Are Ready For Change – 91 per cent of respondents cited they are personally enthusiastic when it comes to trying new technology that is intended to create change in the TV advertising industry, while 84 per cent cited their organisations are enthusiastic
  • Automation is Essential – 88 per cent of participants agreed that automation is inevitable and 72 per cent of those surveyed cited that their organisation is at least somewhat likely to implement automation solutions

“These findings validate the magnitude of transformation underway not just at an organisational level, but also in relation to larger, growing advertising demands,” said Shereta Williams, President, Videa. “The shift underway is not unique to the TV industry – it’s applicable to the larger advertising ecosystem as a whole. Advertisers want more relevant and impactful engagements than ever before, and technology provides them that possibility. Platforms like ours are helping them do just that while providing greater transparency and enabling a higher ROI to help advertisers make the most of their overall investments.”


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