GartnerMKTG analyst Eric Schmitt recently sat down to discuss the streaming advertising landscape, including the opportunities and hurdles in this evolving space. Read what advertisers need to know in this Q&A here.
that CMOs currently face, and rightfully so. Keep in mind that streaming TV now accounts for at least two-thirds of TV time spent viewing among 18- to 43-year-olds. That is too valuable a cohort for CMOs not to invest heavily in, no matter what the current economic outlook is.
Meanwhile, agencies are pursuing digital-TV cross-pollination, and larger agencies have taken some steps to centralize planning and buying. The nature of streaming TV invites a hybrid approach that draws on both TV and digital skill sets and budgets. For example, linking connected TV ad impressions to a digital website visit via smartphone is challenging at best. Tying hard impression data to first- or third-party purchase data is feasible, and offerings from third-party measurement vendors in this category are maturing, although privacy constraints loom.
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