Advertisers are shifting towards prioritizing business outcomes like sales in digital video campaigns, straying from the traditional focus on reach. However, challenges exist as two-thirds of buyers face issues with measurement tools for performance advertising in video.
The adoption of alternative measurement currencies outside of panel-based ratings is increasing, with 89% of advertisers exploring new solutions. Digital video platforms are emphasizing partnerships to enhance performance potential, seen in recent deals between CTV players and retail media networks.
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