Germany: Converged TV Study Uncovers Need  to Move Past Legacy Approaches to Reach Total TV Audience  

TVSquared’s Global Converged TV Study Uncovers Need to Move Past Legacy Approaches to Reach Total TV Audience  

Report Looks at Converged TV Adoption & Trends Across Germany

MUNICH & EDINBURGH – 14 Oct. 2021 – TVSquared, the global leader in converged TV ad measurement and attribution, today released “The State of Converged TV: A Look at Global Trends & Adoption,” in conjunction with third-party research firms, Dynata and Advertiser Perceptions. As the first global view on converged TV, the report represents survey insights from nearly 1,000 buyers across Germany, the UK, Australia and the U.S.

Report findings support an increasingly global sentiment to break free from rigid legacy approaches that no longer meet the needs of modern marketers, and toward currencies and practices that support a cross-platform TV ecosystem. In Germany, 82% of respondents agree that “TV” is now defined as linear and streaming platforms, and 79% indicate that TV should be sold on impressions.

To fully realize the power of converged TV, key Germany survey highlights support the need to move past legacy models and toward a more measurable, transparent and addressable TV marketplace:

  • More than a third of respondents cited “ability to measure performance accurately at scale” as a “very important” factor for investing in converged TV, followed by “transparency of metrics” and “ability to run addressable TV campaigns at scale.”
  • While 81% indicated that achieving cross-platform TV measurement and attribution is a top priority for adopting converged TV strategies; 48% stated its accuracy was also a top challenge.
  • 88% of respondents agree that TV needs to be more flexible and easier to transact across linear and streaming.

As CTV adoption steadily increases, TV investments and planning will become more diverse. TVSquared’s survey uncovered how emerging converged TV strategies are looking in Germany today:  

  • 36% of German respondents currently allocate between 16-25% of their total TV budget to CTV.
  • 33% currently advertise across three-to-five platforms, with 22% indicating they will advertise on six or more in 2022.
  • The data sources primarily leveraged by German marketers to inform converged TV campaigns are online data for attribution (53%) and first-party customer data (41%); while offline data for attribution (31%) and OEM viewership panel data (31%) tied for third.
  • The top three KPIs for converged TV were optimising frequency (54.4%), optimising reach (54%) and customer acquisition (47%).

“With viewers dispersed across platforms and screens, TV has been redefined to encompass both linear and streaming,” said Calum Smeaton, CEO, TVSquared. “There is a shared passion, across the industry, to support converged TV strategies with measurement innovation and more flexible, transparent practices that empower advertisers to reach their total TV audience.”

The report also analysed billions of ad impressions across 20 converged TV campaigns active on TVSquared’s ADvantage platform to uncover insights on incremental reach and how to best approach converged TV strategies.

Download a copy of “The State of Converged TV: A Look at Global Trends & Adoption.”