Fragmenting TV audiences means new challenges for marketing insights. The ground truth of our data comes directly from agency invoicing and planning systems, writes the CEO of SMI
TV audiences, which include both linear and digital, are fragmenting, providing new opportunities across all media businesses.
But the fragmentation also presents challenges in insights. By starting with actual agency booking data, we’re able to capture these insights, following advertising expenditure, and helping media buyers use our data for benchmarking.
In 2020, despite the pressures of the pandemic, OTT in the US grew substantially, while OLV was up as well. It’s fair to say that, in the US at least, advertisers are eagerly embracing streaming video, which will continue to grow market share and command ever higher CPMs.