We need a new total market study, not just total TV, as it’s no longer relevant to talk about Total TV as Linear and BVOD – it equals all video content and sources of viewing.
Unlocking total TV
TV Consumption behaviour is changing and we know a converged buying approach works for advertising. There are great benefits to structural changes within agencies and broadcasters, but measurement is currently a challenge. Alongside accurate and industry accepted measurements, we can reach true total screen planning and buying.
Our research found that varied cross-screen measurement methodologies is the biggest challenge facing advertisers (70%)
We know VOZ Streaming solves this challenge, providing the opportunity to trade VOZ data programmatically, whilst ensuring a range of benefits. There is an education role in moving this conversation forward, and Seven wants to be part of the solution to industry–wide adoption of total screens planning, buying and measurement.
3 key findings
from the research:
- UnderstandingThere's a lack of understanding about VOZ and total TV (it varies significantly, marketers much less aware and agencies have varied levels of understanding)PlanningPlanning and buying teams are siloed - there's a need for structural changes to facilitate effective Total TV integrationMeasurementCross-screen measurement methodologies is the biggest challenge facing advertisersnextprev