Survey: Measurement key in ATV partner selection
July 27, 2023
Yahoo Advertising has unveiled new research on Advanced TV (ATV) advertising, which explores marketer preferences for ATV buying and partner selection. Yahoo polled over 300 US ATV marketing decision makers for the study, including brand and agency executives.
“Advanced TV represents a significant opportunity for advertisers,” said Elizabeth Herbst-Brady, Chief Revenue Officer of Yahoo. “It combines the reach and impact of traditional television with the precision and efficiency of digital advertising. The growth of this sector is shifting the advertising landscape, allowing marketers to connect with their audience in more targeted, meaningful ways.”
Key findings:
- Measurement Tops the List: When deciding on a programmatic ATV partner, survey respondents cited the three most important capabilities as measurement (58 per cent), unique identity and audience capabilities (56 per cent), and access to unique linear TV data and platform cost efficiencies (47 per cent). Automatic optimisation tools (40 per cent) and unique supply (35 per cent) rounded out the top five preferences. Of these, 22 per cent rated access to unique linear TV data as their number one priority, closely followed by measurement at 21 per cent.
- Premium Forever: In terms of factors influencing the decision to increase spend on ATV, access to premium inventory came in at the top with 58 per cent respondents favouring it. This was followed by targeting capabilities (52 per cent), and cost efficiency (50 per cent). Other important considerations included audience reach (49 per cent), brand safety (47 per cent), ad performance optimisation (41 per cent), flexibility (35 per cent), and consolidated/holistic measurement (26 per cent).
Advanced TV is a cornerstone of the Yahoo DSP, which provides advertisers with a comprehensive programmatic buying platform spanning digital, addressable linear and streaming TV, enabling them to reach more addressable households more efficiently.