Connected TV advertising is supposed to provide brands the ability to optimize their campaigns in real time – just like they do in digital.

So why are so many brands feel like they are blowing this opportunity? Dave Helmreich, Chief Commercial Officer at Innovid, says it’s a combination of fragmented data, and a slow-moving industry.

According to new research conducted by the ad tech firm among 250 brands and agencies, 56% of marketing leaders said they spend more than half of their time optimizing CTV campaigns, yet more than 60% feel their efforts are falling short.

That disconnect comes as brands feel increasing pressure to prove the value of their TV ad spend, Helmreich said.

“There continues to be a ton of pressure on marketers to prove the value of their investment “That is increasingly a focus as the dollars flow into this space,” he told Beet TV. “A lot of them optimizing significantly less…the full potential [of CTV] isn’t being realized.”

Some of this is due to marketers simply not analyzing their performance data as regularly as they need to- which requires a new way of thinking about TV. But the bigger challenge is that today, TV data is often parked in a number of different places – some comes from measurement providers, some comes from optimization tools, some comes from ad serving platforms. That fragmentation slows things down, and leads to errors, Helmreich said.

“The holy grail is a single view of performance,” he said. “Having all those insights in one place helps us effectively speak the same language faster, and allows brands to take action in real time.”

You’re watching “Innovation in Measurement,” a Beet.TV Leadership Series presented by Innovid. For more videos from this series, please visit this page.