Can Convergent TV Fight Fragmentation?

Can Convergent TV Fight Fragmentation?
Photo by Jonas Leupe / Unsplash

In a new report, The Great Unification of Converged TV, Innovid reveals the biggest pain points of a converged TV market according to advertisers the company surveyed. Viewership fragmentation (40%) is the largest source of headaches, followed by creative personalization (37%). Though one could also argue that these are also opportunities to deliver ads to more clearly defined audiences. Some related findings in the report:

  • 92% of respondents said a unified view of converged TV reach and performance was important/very important.
  • 89% felt that data ownership was the biggest problem preventing advertisers from getting a unified view of convergent TV.
  • 62% responded that improved ad relevance was the top benefit for a unified view, as we alluded to above.