Advertisers are facing significant challenges as the convergence of linear and digital advertising occurs. Despite linear television maintaining a majority of viewing time and ad spend, research shows that over half of programmatic buyers do not fully grasp how to integrate linear media with data-driven formats. This gap leads to issues with measurement, efficiency, and ultimately wasted ad spend. The fast-paced industry environment, combined with a crowded marketplace, complicates the situation further, making it essential for marketers to enhance their confidence and capabilities in managing a multi-channel investment strategy.
Understanding how to effectively balance investments across linear, CTV, and digital channels without a comprehensive knowledge base can lead to suboptimal outcomes.
Despite the undeniable convergence of advertising formats, our research reveals a staggering gap in understanding among programmatic buyers.
Advertisers are grappling with confusion and a lack of confidence as linear and digital advertising converge.
Measurement remains a significant hurdle for advertisers, as they struggle to find consistent metrics across diverse platforms.
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