TV Ad Measurement 2021

Opportunities and Challenges in the Convergence of Linear and Digital TV

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About This Report
Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.
Table of Contents

Executive Summary

Addressable, programmatic, and connected TV (CTV) have made advertising more accountable and potentially more effective than traditional TV, but challenges remain in achieving holistic measurement across linear and digital platforms.

What is the market opportunity for TV and video ad measurement?

US linear TV ad spending will remain flat, but addressable and programmatic will make up a growing part of the mix. CTV ad spend will grow by billions of dollars over the next few years, which will significantly increase the overall TV ad spend. As more programming moves to CTV, TV networks, marketers, agencies, and other players have an opportunity to increase the measurability of TV screen advertising.

What challenges stand in the way of holistic ad measurement across linear and CTV?

The process of bringing both linear and CTV ads onto the same viewing experience is in dire need of standardization. It doesn’t help that, at many agencies and TV networks, the teams that buy and sell ads are siloed. Further, companies that own TV and video ad inventory are reluctant to share their data with buyers, putting the burden on agencies to come up with campaign-specific metrics instead of a commonly accepted currency that works across linear and digital.

How can participants work through these challenges?

The roles that companies can play in streamlining the ecosystem vary according to their place in the supply chain. That said, industry efforts to pool addressable inventory and create universal identifiers that buyers and sellers can use for enhanced audience targeting and measurement are a good start.

WHAT’S IN THIS REPORT? This report examines the state of TV ad measurement, including the progress the industry has made toward correlating linear and digital campaigns and the challenges that continue to stand in the way of holistic metrics.

KEY STAT: Combined US ad spending on linear and CTV platforms will exceed $93 billion by 2025, from just under $80 billion this year. All the growth will come from CTV spending.

Here’s what’s in the full report

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19expert perspectives

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    Table of Contents

    1. Executive Summary
    2. The TV Ad Measurement Opportunity
    3. Potential Disruptors
    4. Acting on the Opportunities
    1. Key Takeaways
    2. Glossary
    3. Industry Consortia
    4. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Gerard Broussard
    Pre-Meditated Media
    Principal
    Interviewed July 23, 2021
    Vicky Chang
    Tatari
    Director, Media Buying and Planning
    Interviewed August 23, 2021
    Jane Clarke
    Coalition for Innovative Media Measurement (CIMM)
    CEO and Managing Director
    Interviewed June 16, 2021
    Stacy Daft
    Amobee
    General Manager, Enterprise Commercial Business Development
    Interviewed April 22, 2021
    Wil Danielson
    Nexstar
    Senior Vice President, Sales
    Interviewed April 27, 2021
    Justin Fromm
    LG Ads
    Head of Research
    Interviewed July 8, 2021
    Raghu Kodige
    LG Ads
    Co-Founder and Chief Product Officer
    Interviewed July 8, 2021
    Yan Liu
    TVision
    Co-Founder and CEO
    Interviewed March 30, 2021
    Adam Lowy
    Magnite
    Head of Sales and Strategy
    Interviewed April 1, 2021
    Mark Marshall
    NBCUniversal
    President, Advertising and Client Partnerships
    Interviewed April 1, 2021
    Julian Mintz
    Roku
    National Brand Sales Lead
    Interviewed April 21, 2021
    Dave Morgan
    Simulmedia
    Founder and CEO
    Interviewed March 26, 2021
    Sean Mueller
    iSpot.TV
    Founder and CEO
    Interviewed April 22, 2021
    Darren Olive
    Crackle Plus
    Executive Vice President, National Advertising Sales and Strategy
    Interviewed March 31, 2021
    Jes Santoro
    Cadent
    Senior Vice President, Advanced TV and Video
    Interviewed April 21, 2021
    Tim Sims
    The Trade Desk
    Chief Revenue Officer
    Interviewed April 28, 2021
    Jim Spaeth
    Sequent Partners
    Partner
    Interviewed July 14, 2021
    Andre Swanston
    Tru Optik Interviewed April 27, 2021
    Co-Founder and CEO
    Interviewed April 27, 2021
    Alice Sylvester
    Sequent Partners Interviewed July 14, 2021
    Partner

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    authors

    Paul Verna

    Contributors

    Ross Benes
    Senior Analyst
    Nicole Perrin
    Principal Analyst
    Chuck Rawlings
    Senior Researcher