Advanced TV a great tool for marketers: Yahoo study

Yahoo Advertising has unveiled cutting-edge research on Advanced TV (ATV) advertising, focusing on marketers' preferences for ATV procurement and partnership selection. Yahoo conducted an extensive study involving over 300 US ATV marketing decision-makers, including brand and agency executives.

According to Elizabeth Herbst-Brady, Chief Revenue Officer of Yahoo, Advanced TV presents a substantial opportunity for advertisers by combining the wide reach and impact of traditional television with the precision and effectiveness of digital advertising. The growth of this sector is reshaping the advertising landscape, empowering marketers to engage their audience in highly targeted and meaningful ways.

Key discoveries:

Top priority: When choosing a programmatic ATV partner, survey respondents identified three critical capabilities: measurement (58%), unique identity and audience capabilities (56%), and access to exclusive linear TV data and platform cost efficiencies (47%). Automatic optimization tools (40%) and unique supply (35%) also ranked high among preferences. Notably, 22% considered access to exclusive linear TV data as their foremost priority, closely followed by measurement at 21%.

Emphasizing quality: Factors affecting increased ATV spending included access to premium inventory, favored by 58% of respondents. Other significant considerations were targeting capabilities (52%) and cost efficiency (50%). Additionally, audience reach (49%), brand safety (47%), ad performance optimization (41%), flexibility (35%), and consolidated/holistic measurement (26%) were deemed important.

Advanced TV serves as a foundational element of the Yahoo DSP, a comprehensive programmatic buying platform that encompasses digital, addressable linear, and streaming TV. This empowers advertisers to efficiently connect with a broader range of addressable households.