TV advertisers continue to long for more precise metrics when measuring their TV ad buys, and although the trend is pointing towards finding solutions, the models, technologies and strategies are still outdated. In addition to placing pressure on ad measurement companies to create stronger attribution models, the industry distributors (MVPDs & TV Networks) must update their technologies as well. Lastly, with TV evolving, the industry expects to see another significant increase in programmatic TV ad spend.
What this means for marketers: TV attribution and better cross-platform metrics would be a significant asset in the digital advertising industry. As programmatic TV spending in the US is set to increase over 23% this year, having increased attribution will be paramount in overcoming the “black hole” of TV reporting after a user has been exposed to the ad. Not only will programmatic TV spending increase, but TV ads are expected to become more targeted as well. Measurement companies like Comscore and Nielsen are racing as they are being pressured to create a stronger cross-platform metric and attribution model that will benefit TV buys drastically. Not only are measurement companies evolving, but companies of the industry must also evolve – multi-channel video programming distributors (MVPDs) and TV networks need to update their technologies to produce solutions to attribution. 2019 will be a big learning year for TV attribution models. The data sets are now being shared by most MVPDs so advertisers can soon paint the full picture for TV & cross-screen ad campaigns.