Spend will increase exponentially in TV in Australia in the next 12 months, according to a study by Xandr, The State of Convergence and Advanced TV.
The research shows a 55% increase in data driven linear TV, 54% higher in CTV, 59% increase in addressable linear TV, 54% in other digital video and a 19% rise in traditional linear TV.
Xandr: "It is the golden age of premium video content for viewers, and the height of complexity for advertising decision-makers and their partners.
"As media types converge and audience behaviors diverge, each phase of building and running a campaign becomes more nuanced."
The top benefits of buying CTV programmatically: 56% say it has easier campaign targeting and optimisation and 56% say it allows greater control and flexibility over the ad buy
Three in four advertisers believe data driven linear gives brands the very best of TV and digital advertising
Australia cites brand awareness (86% agree) as the main advertising objective for CTV.
A majority of advertisers believe that the budgeting/ planning and campaign activation phases are most in need of greater convergence.
The study: 'Upfronts, NewFronts, and traditional linear commitments tie up dollars and make it difficult to reallocate to automated, data-driven channels."
Xandr partnered with Advertiser Perceptions to conduct a detailed online questionnaire for agencies and marketers in the US and leading global advertising markets.
All 357 respondents -- including 50 in Australia -- were buyers actively working with over-the-top (OTT)/ connected TV (CTV) or linear television.
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