The majority of advertisers (78%) have already leveraged some form of advanced TV in their marketing efforts, according to “Advanced TV: Ad Buyer Perceptions,” a survey of 255 brand and agency decision-makers published by IAB and Digital Video Center of Excellence. The survey, conducted by Advertiser Perceptions, reveals that although the current median budget allocation for advanced TV is a modest $1.4 million, 70 percent of advertisers expect to spend more on the medium within the next 12 months.
Highlights include:
- Most TV/digital video advertisers are in the earliest stages of Advanced TV adoption &/or ‘wait and see’ mode
- With the trend of cord-cutting expected to continue, nearly three-quarters agree Advanced TV Advertising will be . . .
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