According to the Internet Advertising Bureau (IAB), a majority of advertisers (78 percent) have already leveraged some form of advanced TV in their marketing efforts — and 70 percent of advertisers anticipate spending more on the medium within the next 12 months.
That revelation comes from “Advanced TV: Ad Buyer Perceptions,” an IAB survey of 255 brand and agency decision-makers.
Though the current median budget allocation for advanced TV — the combination of television and digital — is a modest $1.4 million, the growth trajectory is up, up, up.
“Funding of advanced TV advertising is expected to come from both TV budgets (68 percent) and expanded or experimental ad budgets (54 percent),” notes the IAB. “Use of most advanced TV ad formats is expected to increase in the next year, especially addressable advertising (38 percent, up from 28 percent who currently use it), second screen ads (35 percent from 23 percent) and interactive tags (30 percent from 21 percent).
The advantages of advanced TV, as delineated by the IAB’s survey?
They include better targeting capabilities (51 percent); an
ability to reach consumers anytime on any device (38 percent); better ROI (37 percent); and the ability to personalize or localize messages (35 percent).
“Advanced TV advertising provides a captivating digital forum to reach consumers,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video at IAB. “In the coming years, a growing percentage of advertising dollars will be directed towards advanced TV and other digital video advertising, as marketers and agencies are able to embrace this new medium’s blending of traditional television with digital attributes.”