Optimize Your Media Investments More Efficiently & Effectively by Converging TV and Digital

A guide to how brands, agencies and sellers need to adapt to today’s advertising challenges

All findings are based on our 2019 State of the Industry Media Buyers & Sellers’ Convergence of TV & Digital Survey, conducted in partnership with independent market researcher Ipsos.

Today, the worlds of TV and digital are rapidly converging. Despite consumer demand for relevant ad experiences across every screen, the advertising industry continues to operate in silos. To enable advertisers to confidently discover, amplify and measure their investments against business outcomes, a seismic shift must occur between brands, agencies and sellers.

Media companies are making strides to consolidate their TV and digital processes, but there’s still room for improvement.


Agencies & Brands

More than 90% of buyers have one team planning both TV and digital, but each effort is done in parallel or sequentially (not together).

More than 1-in-3 buyers use a single software solution for cross-screen planning and measurement. But agencies feel more confident in their ability to measure investments across TV and digital than brands do.



53% plan and program each channel completely separately, with an additional 45% planning OR programming separately. 

47% measure and sell each channel separately and independently with another 48% either measuring or selling separately.

71% of brands and 61% of agencies have one team planning TV and digital, but planning across channels is done separately.

8% of sellers plan and measure their inventory holistically, but program and sell separately than using a channel-specific solution. But criteria for choosing a platform varies, and not everyone is making cross-screen measurement a priority.

The majority are investing in advanced advertising tools, but there’s no clear consensus on where to invest and no clear understanding on many advanced media terms, such as addressable, OTT and FEP.  However, it’s apparent that buyers want to spend more efficiently; sellers want to plan more effectively.


Agencies & Brands

95% of brands have invested in:
•Programmatic TV (58%)
•Addressable TV (45%)
•Data-driven linear (43%)
•OTT/FEP (41%)

100% of agencies have invested in: 
•Programmatic TV (63%)
•Addressable TV (62%)
•Data-driven linear (56%)
•OTT/FEP (45%)

Buyers are using part of their TV budget or a separate budget to make these investments rather than tapping into their digital budgets.



60% of sellers overwhelmingly trust their in-house database more so than partners to store or manage their audience and viewership data.

95% admit their audience/viewership data is augmented with additional data sources.

43% augment their in-market data from consumer data providers, and 42% with additional demographic data.

Agencies are putting a larger emphasis on making investments in addressable TV than brands. 

60% of sellers trust their in-house database more than an MVPD or CRM.

Despite the growing demand for audience data, less than 1-in-5 sellers make their audience data available to buyers. As a result, there is no industry-wide standard on how to effectively plan, measure or execute digital or TV campaigns.


Agencies & Brands

48% of agencies and 46% of brands  use 1st-party data to inform both digital and TV planning.

45% of agencies and 36% of brands  use 3rd-party data to inform both digital and TV planning.

41% of agencies and 32% of brands use digital data to inform linear planning.



97% use audience data for sales purposes (either internally or externally sharing the data).

69% are looking to increase the amount of addressable inventory.

Around 66% of their clients are asking for audience-based buying of TV inventory.

Almost 75% of buyers want to make audience-based decisions for both digital and TV.

An average of 47% of both brands and agencies are using 1st-party data to inform both digital and TV planning.

Sellers admit that nearly 75% of all buyers are asking them for audience-based data.

More want to invest in cross-screen measurement platforms rather than using a channel-specific solution. But criteria for choosing a platform varies, and not everyone is making cross-screen measurement a priority.


Agencies & Brands

Brands significantly think procurement of cross-screen software solutions is their responsibility, but agencies think procurement and the use of the tool should be theirs. However, agencies overwhelmingly think a cross-screen investment is critical for their success.

33% of brands and 31% of agencies want a software solution that allows comparison across channels

86% of brands choose a tool that ensures delivery was accurately on target; 92% of agencies want to ensure their investment resulted in expected delivery

Top 3 benefits of an integrated software solution for a brand are: better targeting, pricing and stronger campaign performance

Top 3 benefits of an integrated software solution for an agency are: pricing, better targeting and stronger campaign performance.



40% only use audience data to inform programming decisions, preferring to focus on programs/properties when selling advertising on digital versus 31% primarily on TV.

4% match buyers’ targeting criteria to audience data internally to create recommendations for digital versus 5% primarily on TV.

92% of agencies want to ensure their investment resulted in expected delivery versus 86% of brands who want to ensure accurate target delivery.

Over 30% of sellers leverage a 3rd-party service provider, a jointly managed data environment or consortium when making their audience/viewership data available.

Summing it all up: All sides need to come together for effective, lucrative cross-screen advertising to become a reality.


agencies and brands

Brands will be managing agencies more and ask to be more involved in the selection, procurement and use of cross-screen platforms for planning, measurement and exection.  

Agency employees will be expected to be experts on these new technologies and have a strong POV on what to recommend. Brands will rely more heavily on them to help navigate the landscape.

More brands and agencies will demand more audience-driven insights to keep relations healthy.



Sellers will continue to find and improve upon their data sources to generate richer audience insights.

This is what is demanded by most buyers.

Using audience-based data and making it widely available will establish trust among the entire industry and move the needle toward finding a standard cross-screen currency.

100% of brands and agencies must optimize their cross-screen investments against real business results, and that requires working together.

100% of sellers must make their audience-based data available for consumers to get what they want: relevant ad experiences.