The Convergence of TV and TV is the highest-impact, highest-velocity, and highest-cost opportunity in advertising. VideoAmps Advertising Survey illustrates the growing industry consensus around the importance of cross-screen platforms to aggregate TV viewership and digital video audience data, and thereby to enable the efficient planning, cost-effective buying and accurate measurement of TV and video advertising that is essential to brands successes.” Jonathan Steuer, Chief Research Officer, Omnicom Media GroupConsequences of Failing To Adopt a CSPIndustry Players Differ In Approachof 6 11Chapter II: The Road to Widespread CSP AdoptionTeam Brand Brand-direct marketers say that they plan and buy media holistically across all channels. In fact, among survey respondents, brands were more likely to report planning, and preferring to plan, their linear TV and digital advertising together than were agencies. Brands were also significantly more likely to say that their TV strategy has a great deal of influence on their digital strategy than were agencies. Finally, brands cited a greater willingness to leverage their existing data, both by applying linear data to digital media buying, and by applying digital data to linear media buying.Most marketers stated that TV and digital video are “extremely” or “somewhat” complementary channels. However, the survey revealed major differences between how brands and agencies are tackling the conversion of TV and digital video. 0255075100Total Agencies BrandsSomewhat ComplementaryExtremely ComplementaryWhether TV & Digital Are Perceived as Complementary or Competing ChannelsNeither Complementary nor CompetingCompetingComplementaryCompeting6% 8%30%55% 55% 54%8%31% 30%8%8%AgencyBrandPlan TV and digital advertising togetherAgencyBrandLeverage linear data in digital media buyingAgencyBrandBelieve TV strategy has influence on digital strategyAgencyBrandLeverage digital data in linear media buying21%35%3%25%53%68%61%72%While CSP adoption is imminent for both, the differences between brand and agency responsibilities may better position one group to lead than the other. Does the execution of multiple brands campaigns across myriad platforms give agencies an edge in adoption? Or does single-brand level planning create clearer need for CSPs? The state of play today gives us clues.7%of 7 11Team AgencyAgencies reported far more favorable opinions and greater willingness to adopt a CSP than did brands.Furthermore, agencies expect to increase their spend level on these platforms sooner than do brands, and agencies are more likely to believe that their marketing efforts will suffer if they do not adopt a CSP.The disparity between brand and agency perceptions and attitudes toward CSPs may best be explained by having more hands-on experience with one. Agencies were twice as likely to use a CSP already and 1.5 times as likely to currently target TV viewers in digital ads.The ability to plan and execute across digital video and TV with superior audience targeting may make CSPs a natural progression for agencies.While brands clearly see the value in CSPs, agencies can help realize that value significantly. By aggregating and managing budget across many brands, agencies influence the majority of TV and video advertising investments. Perhaps it is this role and influence that leads agencies to report far more favorable opinions and greater proclivity to adopt CSPs, along with greater intention to increase use of them in the future.Show favorability toward CSPsAgency 35%Brand 17%Already using a CSPAgency 32%Brand 14%Plan to increase usage of CSPs in the futureAgency67%Brand48%Expect to increase spending on CPSs over next 12 monthsAgency71%Brand55%Believe they will suffer consequences for failing to adopt a CSPAgency55%Brand47%Agree that CSPs allow for planning and execution across digital video and TVAgency82%Brand66%Consider CSPs easy-to-use for targeting advertisingAgency44%Brand34%Already target TV viewers in digital adsAgency68%Brand45%of 8 11Agencies are in a unique position to drive future strategy within the industry due to their long history with the hands-on heavy lifting of the advertising world and their role as executers of budgets, spend, and allocation. The onus is on agencies to prove CSPs will provide the most effective, optimized, and high-impact means of reaching highly-coveted audiences for brands across all TV and digital video. Brands are already on board with the synergistic approach offered by CSPs. However, they remain less certain than agencies of its value, more often citing price as a barrier to using a CSP (40% vs. 27% respectively). With their greater experience using CSPs, agencies have the opportunity to integrate and manage CSPs in cost-conscious ways that better communicate the value to brands.Finally, the survey findings identify specific challenges that must be addressed in order to realize the full benefit of CSPs, including:In addition to these challenges, brands expressed great concern about the credibility of third-party audience targeting data, and were twice as likely to rank it as their top concern than agencies were. Regardless of affiliation, many respondents also cited reliable attribution, planning/targeting, and cross-device measurement as barriers to using a CSP. Given these barriers, there is a sizable group of buyers among all respondents who do not (yet) target TV viewers in their digital advertising (43%), indicating significant potential for CSP adoption as these challenges are met. Barriers to a Better TomorrowAgencyBrandAgencyBrandSee credibility of 3rd party targeting as a top concernConsider price as a barrier to CSPsConsider reliable attribution as the greatest barrier Consider planning/targeting as the greatest barrierAgencyBrandAgencyBrand40%16%31%24%21%22%20%27%Lack of team/agency coordination between all TV and digital video planning and buyingLack of clearly defined best practices, processes, and platformsLack of holistic privacy-protected audience data spanning all TV and video screens with frequency control, targeting, measurement, and attribution12 3of 9 11Better Together & Data Enabled Overall, more than half of respondents say they prefer to plan their TV and digital video together instead of separately. Furthermore, all buyers say they see the advantage in leveraging cross-channel data for their media buying, most often by age, gender, category, and event, as well as sequentially across devices. Finally, respondents ranked behavioral data as the most relevant when targeting specific consumers, with third party, device, and social data playing a less relevant, but still important role. 0%20%40%60%80%71%66%61%57%TV Strategy Influences Digital StrategyLeverage Digital Data for Linear Media BuyingLeverage Linear Data for Digital Media BuyingTarget TV Viewers in Digital AdsLeveraging Cross-Channel Data for Media Buyingof 10 11The implications of this research are clear. Todays emerging cross-screen platforms (CSPs) for all TV and digital video are a good step in the right direction and poised for growth as we enter 2018. Previous research by the IAB and Advertiser Perceptions in May found 38% of all TV and digital video spend in 2017 was explicitly designated for cross-screen campaigns that included any type of TV (traditional linear, SmartTV, OTT, or advanced TV). In the context of this momentum, this studys findings demonstrate further innovation and industry collaboration is required. The industry must better aggregate and deploy privacy-protected audience data, and build a more robust infrastructure of advertising technologies that enable cross-screen planning, buying, and measurement. Chapter III: Cross-Screen Platforms the Future of Television & Video Advertising“The reality is that brands and agencies are tasked with planning, buying, and measuring precise audiences across linear TV, VOD, OTT, desktop, and mobile content. Our research reveals that trying to meet cross-screen needs in well-orchestrated campaigns on disparate TV and digital video platforms is nearly impossible. The time has come for the industry to catch-up with consumers media consumption habits with entirely new data models and fully integrated, unified platforms.”Jay Prasad, Chief Strategy Officer, VideoAmpClean Rooms allow you to match digital audiences with their respective households on a 1:1 basis and safeguard consumers privacy without an obfuscation layer (such as clustering). Clean Room data assets are superior to alternative methods due to higher integrity between digital and linear audiences and more secure privacy controls.In light of this research, VideoAmp recommends marketers commit a portion of budget to a CSP to learn first-hand about the cross-screen audience data assets available today and emerging capabilities.Cross-Screen Audience Data Assets via Clean Rooms