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Posts tagged with Adap.Tv

Only 50% of agencies plan TV and digital video campaigns together: report

Despite a growing convergence between TV and online advertising, only half of agencies (50%) currently plan their TV and digital video campaigns together.

However the situation is likely to improve, as more than two-thirds (67%) of those who don’t plan TV and digital video together indicated that they would begin to do so in the next 12 months.

The findings come from research by Adap.tv and AdMonsters into how publishers and agencies view online video.

One of the issues preventing a more joined up approach to online and offline video advertising could be the difficulties involved with measurement.

About 43% of agencies agree (7% strongly) that they simply don’t have the tools they need to enable truly unified planning and measurement of TV and video campaigns.