Measurement Issues for Connected TV Top Barrier Preventing Greater Spending

September 8, 2015

By Bill Duggan

ANA and BrightLine recently released the report, “The Connected TV Opportunity,” which reveals that the large majority of ANA members believe connected TV is an opportunity for the television advertising industry. Targeting and following viewer behavior are key reasons. But in order for connected TV to optimize its full potential, measurement issues need to be addressed. 

Among users, the top barrier preventing greater spending on connected TV is measurement, cited by 69 percent of respondents. According to the Addressability and Measurement Task Forces of the 4A’s, measurement issues limit the ability to assess how consumer behavior is adapting to connected TV. It is a highly complex environment with many platforms and limited/no uniformity. There is scarce data available about consumption on connected TV and almost no independent third-party measurement.

Our research reveals that only 22 percent of ANA members responded that their company has engaged in connected TV advertising over the past year. Meanwhile, budgets are modest, as a little under half (46 percent) allocate just 1 percent or less of their total TV advertising budget to connected TV. In order to optimize growth, the measurement issues that limit the ability to assess how consumer behavior is adapting to connected TV need to be addressed.


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