LAS VEGAS — We all know connected and over-the-top TV devices promise to revolutionize TV advertising, bringing targeted and personalized commercials to linear television delivered over the internet.

But how are marketers really looking at the opportunity?

Ad-tech firm Videology commissioned a survey from Advertiser Perceptions to find out. The result gives an indication in to advertisers’ concerns, priorities and viewpoints.

In this video interview with Beet.TV at NAB Show, Videology CEO Scott Ferber summarizes three key findings:

1. A tipping point

“75% of those who responded felt that advanced TV was critical for them in the next 12 months. We felt that was a tipping point.

“When we saw that information, we felt that now was the time to deploy an advanced television planning tool that allows agencies and marketers to use beyond age and gender data against linear TV planning…”

2. Scale is too small

“77% said the number one issue was finding premium content. 63% said they need those environments at scale. The big challenge right now is … it’s not covering the entire spectrum of premium content and it’s not quite at the scale marketers and agencies want.

“So we deployed a consortium concept that allows us to bring together multiple networks and publishers.”

3. Cross-screen analytics are key

“44% of all campaigns for the next 12 months, they expect to be doing on a converged basis .. across screens with linear and digital at the same time. That’s a pretty big deal.

“We think it’s become critical … to understand the cross-channel panel and digital-linear.

The rest of the study is available from Videology.

This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas.   The series is sponsored by Ooyala.  For more coverage of NAB, please visit this page.

NAB Show, Las Vegas 2017, presented by OoyalaTagged ,