FreeWheel, a Comcast company (Nasdaq: CMCSA), announced the results from a survey of its Strata platform users — most of whom are specialists in local media planning and buying — focused on understanding changes in their advertising strategies in the increasingly fragmented media landscape, the company said.
Results showed that these agencies are looking at data-driven and advanced TV solutions to help clients reach their customers in new ways.
In terms of advanced TV specifically, buyers of local and regional advertising still see high value in traditional local and cable TV, but their interest in advanced TV solutions is strong.
The survey revealed that the top three reasons cited by local and regionally focused agencies for using data-driven, audience-based TV advertising solutions were 1.) delivering hard to reach audiences; 2.) reducing wasted impressions delivered out of target; and 3.) improving cost efficiencies.
Slightly more than half of those surveyed (53%) found it easy or extremely easy to effectively measure attribution on advanced TV, 10 percentage points higher than for network TV and cable (43%), but still placing behind the digital media channels.
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals.