Advertisers want holistic cross-screen buying approach, but measurement and managerial challenges lie ahead, research says

Challenges with measurement and the necessary transition at management level are among concerns preventing broader uptake of merged buying and planning structures, according to research from Forrester.

The research, unveiled at Dmexco and commission by video advertising platform Videology, found that in a survey of 500 advertisers, agencies and media companies 70 per cent agreed it was “important” or “very important” that they are able to buy audiences in a cross screen, holistic way within the next three years. However, while 63 per cent of agencies said they expect to merge tradition and online video buying groups, more than half (51 per cent) said they would continue planning for each platform separately.

The reluctance to fully committing to merging approaches was attributed to a number of factors, including concerns around how to measure campaigns. The report found that stakeholders are divided on the right metric, but advertisers and agencies are broadly agreed (75 per cent) that the industry should standardise on one GRP (Gross Rate Points) metric.

Anne De Kerckhove, managing director, EMEA at Videology, commented: “The industry is now crying out for standardisation across video advertising measurement and audience targeting across devices.

“If technology providers listen to what the industry needs, we can deliver solutions that will catapult the industry forward and increase revenues across the board.”

Respondents to the survey viewed audience targeting as the biggest benefit of advertising, although the UK placed higher focus on ROI, which signalled the “maturity” of the UK video advertising market.

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