Innovid study examines impact of measurement and optimization gaps across CTV campaigns
Ad measurement firm Innovid’s recent report on television insights revealed advertiser challenges around the growing gap between measuring media and optimizing campaigns across various services and platforms.
Across converged TV — which includes traditional linear, digital and streaming — the study showed a disconnect between using measurement and optimization. It found 62.6% of advertisers were measuring performance on one platform but optimizing on another one. This can lead to optimization lagging behind measurement when data is not being used in real-time — resulting in poor ad performance and less effective ROI, the report found.
“As an agency investment lead or someone on the agency side who is a steward of their client’s money, they need to ensure that every dollar performs — and the optimization that we can do now is real time,” said Dave Fahey, vp of agency partnerships at Innovid. “A lot of times the optimization is happening well after the insights are gleaned.”
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Source:: Digiday
