The news: As linear TV and streaming grow more intertwined, media buyers across several key markets are finding that traditional currencies and transaction methods aren’t cutting it, according to the “State of Converged TV” report from TVSquared, released Wednesday.
Dig deeper: Buyers believe that the definition of “TV” has fundamentally changed, but while they and their clients are ready for more flexibility and connection, media companies can be slow to catch up.
Why it matters: With ad-supported video-on-demand (AVOD) gaining even greater popularity, it’s become more important for advertisers to transact across both linear and digital.
What’s next: Many legacy media companies that have recently launched AVOD services have also begun centralizing their inventory across both kinds of TV.
While individual networks are making strides, there’s still room for improvement industrywide, as there are still few standards for measurement and attribution across networks.
For more on this, read our “Q3 2021 Digital Video Trends” and “TV Ad Measurement 2021” reports.