Agencies, Clients Using Digital Data to Help Buy Linear TV: Study

VideoAmp report sees buyers employing cross-screen platforms
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Most media buyers are using digital data to make their linear TV buys, according to a survey conducted by VideoAmp.

VideoAmp’s first Buyer’s Survey found that 66% of buyers are leveraging digital data for linear buys and 57% are targeting TV viewers across digital screens and devices.

More than half of the buyer said they would try a cross-screen platform to buy ads on linear TV and digital video, with 58% saying they’re likely to increase their usage.

“Brands and agencies are tasked with planning, buying, and measuring precise audiences across linear TV, VOD, OTT, desktop, and mobile content,” Jay Prasad, VideoAmp's chief strategy officer, said in a statement. “Our research reveals that trying to meet cross-screen needs in well-orchestrated campaigns – against separate linear TV and digital video platforms – is broken. The time has come for the industry to catch-up with consumers’ media consumptions habits with entirely new data models and truly unified platforms.”

The VideoAmp study was conducted by Industry Index. It found that 60% of buyers believe that campaign executed through a cross-screen platform outperform conventional, non-integrated campaign. In the survey 74% said using a cross-screen platform resulted in accuracy in planning and execution across both linear and digital video.

Read more at B&C.

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