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Xandr launches State of Convergence and Advanced TV report

Xandr, the advertising and analytics division of AT&T, has published its 2021 Relevance Report looking at the State of Convergence and Advanced TV. 

With CTV adspend estimated to increase by $18.29 billion by 2024, we’re in the golden age of premium video content for viewers. Advertising decision-makers therefore have a complex task to ensure that this nascent format is effectively utilised. The report highlights convergence – the ability for advertisers to plan, buy, execute, or measure campaigns that include more than one type of TV or video inventory – as a key area for advertisers to focus on. 

Having surveyed 357 OTT and video buyers across the UK, US, France, Germany and Australia, the report finds that while CTV adspend increased by 22% in 2020, a result of our increased screen time during the pandemic, 1-in-4 advertisers across the world have not yet begun to research video convergence. The majority of respondents blamed internal roadblocks such as a lack of understanding for the delay. 

Beginning with budget/campaign planning, and moving through campaign activation, in-flight campaign optimization and finally measurement, the guide equips buyers with the insights and guidance they need to successfully optimise their video campaigns. It recommends that:

 “Those who lean into the benefits of programmatic OTT, data-driven linear, and the converging of media types will be at an advantage over other buyers slower to adopt and adapt. However, it’s necessary to tap the right partners and relationships to drive success—those with technology and experience in both TV and digital with a focus on the future of premium video advertising.”


Download the report here

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