Streaming Still Has Some Measurement Challenges

As streaming continues to claim a growing share of video ad budgets, many advertisers are finding themselves constrained by a lack of contextual performance data. As part of its annual market survey ahead of the Upfronts, iSpot asked media buyers from brands and agencies across industries about the type of measurement data they’re receiving from their streaming partners. 

• While 80% of respondents report receiving reach and frequency metrics, and 61% receive demographic information, deeper performance insights are less common.
• Less than half of respondents say they get linear/streaming overlap data (41%), programming data (44%) and attribution data (48%), making it hard for advertisers to optimize their streaming commitments 
• The report also highlights where marketers are feeling the most pressure in terms of measurement, with audience and outcomes topping the list. This, coupled with the above insights, suggests there are still major differences in how easily advertisers can buy digital inventory.

Get more media buying trends and insights by downloading iSpot’s report here.