While many marketers are planning to increase media budgets for cross-channel advertising over the next year, there is continuing resistance -- especially in boosting TV budgets.
Nearly 90% say they would spend more on TV if it had the same accountability as digital advertising. The research comes from Advertiser Perceptions, the ad-research company, and 4C, a data science/ad technology company.
One of the major obstacles for including more TV in marketing budgets is its reliance on gross ratings points (GRPs) as a standard measurement of media investment. More than half of advertisers -- 52% -- do not include TV in cross-channel campaigns, given this challenge.
Other key reasons are duplicated reach of TV buys (45%); lack of targeting (37%); and the inability to operate seamlessly work TV publishers/networks.
The survey says the return on advertising spend (ROAS) has becomes a metric that more advertisers want. Advertisers say that standard measurement across channels is the greatest challenge for cross-channel campaigns.