A multi-year study, recently published by Accenture and ABC, examines the value of TV advertising and proves it to be growing stronger with the introduction of programmatic TV. The precise measurements of digital ad campaigns are now being introduced to programmatic television, making TV even more valuable than previously thought. According to the study, “participants reported about 18% of the ROI on digital channels is accounted for by TV, a conservative estimate that should be boosted by 10% on average.”
The past few years have shown budget trends shifting from television to digital and social media but this study examines why that may have been premature. With programmatic TV, advertisers will be able to track “everything from the network down to the daypart and audience data”, revealing the true value that exists within TV advertising.
To learn more, read the Digiday article here.