While linear TV and digital video are often discussed as competing platforms (most commonly when it comes to budgets), most video advertisers perceive them as complementary channels, per results from a VideoAmp study. The survey of brands and agencies involved in TV and digital advertising buying found that 85% view TV and digital video as extremely (30%) or somewhat (55%) complementary.
While that result is beneficial to VideoAmp (a solution allowing advertising and media owners to buy integrated campaign reaching linear TV, VOD, OTT and digital audiences), the industry has been trending towards more integrated use of TV and digital video.
Meanwhile, the perception of linear TV and digital video as largely complementary was consistent among both agencies and brands. However, brand-direct marketers seem more apt than agencies to take an integrated approach to TV and digital buying.
For example, more than one-third (35%) of brand respondents reported planning TV and digital advertising together, compared to around one-fifth (21%) of agency respondents. The disparity was much greater when examining the strategic influence of TV: 25% of brand respondents believe TV strategy has a great deal of influence on digital strategy, versus just 3% of agency respondents. While that result suggests that few see TV’s influence on digital strategy, a healthy majority (71%) believe that TV strategy does have at least some influence on digital strategy.
Brands are also more likely than agencies to be leveraging linear data in digital media buying (68% and 53%, respectively) and to be leveraging digital data in linear media buying (72% and 61%, respectively).
Separately, the majority (57%) of respondents reported targeting TV viewers in digital ads. When it comes to targeting specific consumers, respondents ranked behavioral data as the most relevant data type, followed by third-party, device and social data.
A report last year from Videology indicated that behavioral targeting is becoming more prevalent in US digital video advertising campaigns, though it remained behind more common targeting methods including demographic and geographic targeting. That report also found that the use of first-party digital targeting data in TV campaigns continues to grow.
About the Data: The VideoAmp results are based on a survey conducted by Industry Index in October 2017, which generated responses from a statistically valid sample of 200 respondents from the Industry Index database. The respondents were evenly split among those who work in Brands (100) and Agencies (100). All respondents directly influence the purchase of digital and/or TV advertising as a part of their current job, and are at a Director level or higher within their respective organizations.