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EMARKETER

Ad Measurement Trends H1 2023

The Industry Prepares for Its First True Multicurrency Upfront

Report by Evelyn Mitchell-Wolf  |  Apr 11, 2023
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Report
Deck
The One-Pager
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Table of Contents
Executive Summary
Linear and digital TV are converging, and measurement is still a major pain point.
The currency upheaval hits as the market closes in on the $100 billion ad spending milestone.
We’re still in the test-and-learn stage, and it’s unclear how many currencies the industry will ultimately support.
One thing is very clear: Panels aren’t dead.
Networks and measurement partnerships are shaping investment decisions.
Collaboration efforts have intensified with the formation of a JIC.
Marketers need to keep the pressure on sellers, despite progress.
DCRs are well on their way to becoming table stakes as the industry adjusts for privacy.
The DCR category is as fragmented as the video landscape, but interoperability is on the to-do list.
What should advertisers do to help establish the new status quo?
Glossary
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.
Topics
TV Advertising
United States
Table of Contents
Executive Summary
Linear and digital TV are converging, and measurement is still a major pain point.
The currency upheaval hits as the market closes in on the $100 billion ad spending milestone.
We’re still in the test-and-learn stage, and it’s unclear how many currencies the industry will ultimately support.
One thing is very clear: Panels aren’t dead.
Networks and measurement partnerships are shaping investment decisions.
Collaboration efforts have intensified with the formation of a JIC.
Marketers need to keep the pressure on sellers, despite progress.
DCRs are well on their way to becoming table stakes as the industry adjusts for privacy.
The DCR category is as fragmented as the video landscape, but interoperability is on the to-do list.
What should advertisers do to help establish the new status quo?
Glossary
Insider Intelligence Interviews
Sources
Media Gallery

Executive Summary

It’s been a little over a year and a half since Nielsen’s accreditation from the Media Rating Council (MRC) was suspended, catalyzing a measurement upheaval in the video advertising market. This year, most major TV networks will support alternative currencies for upfront transactions. But are marketers ready to wade into unfamiliar territory as they tighten their belts amid economic uncertainty?

Key Question: What do marketers need to know about cross-platform video currencies ahead of this year’s upfronts?

Converged TV* Advertising Challenges According to US Marketers, Sep 2022 (% of respondents)
E-Mail ChartDownload

KEY STAT: Fragmentation and measurement are among the topmost cited challenges US marketers face in the converged TV space, per a September 2022 survey conducted by PureSpectrum on behalf of Innovid.

Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Linear and digital TV are converging, and measurement is still a major pain point.
The currency upheaval hits as the market closes in on the $100 billion ad spending milestone.
We’re still in the test-and-learn stage, and it’s unclear how many currencies the industry will ultimately support.
One thing is very clear: Panels aren’t dead.
Networks and measurement partnerships are shaping investment decisions.
Collaboration efforts have intensified with the formation of a JIC.
Marketers need to keep the pressure on sellers, despite progress.
DCRs are well on their way to becoming table stakes as the industry adjusts for privacy.
The DCR category is as fragmented as the video landscape, but interoperability is on the to-do list.
What should advertisers do to help establish the new status quo?
Glossary
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.
Topics
TV Advertising
United States
Table of Contents
Executive Summary
Linear and digital TV are converging, and measurement is still a major pain point.
The currency upheaval hits as the market closes in on the $100 billion ad spending milestone.
We’re still in the test-and-learn stage, and it’s unclear how many currencies the industry will ultimately support.
One thing is very clear: Panels aren’t dead.
Networks and measurement partnerships are shaping investment decisions.
Collaboration efforts have intensified with the formation of a JIC.
Marketers need to keep the pressure on sellers, despite progress.
DCRs are well on their way to becoming table stakes as the industry adjusts for privacy.
The DCR category is as fragmented as the video landscape, but interoperability is on the to-do list.
What should advertisers do to help establish the new status quo?
Glossary
Insider Intelligence Interviews
Sources
Media Gallery

authors

Evelyn Mitchell-Wolf

Contributors

Jennifer Jhun
Research Director, International and Special Projects
Tracy Tang
Senior Researcher
Paul Verna
Principal Analyst
Max Willens
Senior Analyst
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