- Growing confidence in alternative measurements. While Nielsen data remains the most trusted data source for TV media purchasing decisions, marketers express a growing faith in set-top-box data. Seventy-two percent of respondents believe the quality and accuracy of set-top-box data will improve in the next few years, and 47 percent see unique visitors/watchers as the eventual industry standard for cross-platform audience measurement.
- Experimentation with advanced ad placements. Nearly half of respondents are testing or planning to test advanced TV ad placements in the next 12 months via platforms such as video on connected TVs. With the growth of second screens, 18 percent of respondents have already implemented synchronized ads, and another 31 percent will try out this strategy in 2012.
- Prioritization of digital ad spending. Digital remains a top priority for respondents. Seventy percent plan to spend more on web ads this year, followed closely by social media and mobile. In fact, mobile ads top the list of video alternatives to the linear 30-second spot that respondents will likely spend more on in 2012.
- Improved perception of agency skills relative to TV. Compared to 2010, respondents view their agency partners as better equipped to help navigate the changing TV ad landscape. Sixty-two percent of respondents, a 10 percent increase over 2010, believe their media agency is well-equipped in this arena.
The survey results will be presented at the ANA’s TV & Everything Video Forum in New York on February 16, 2012. Respondents to the ANA/Forrester survey include 124 advertisers across 16 major industries. The survey was conducted during December 2011 and January 2012.Full survey results will be available to ANA members and select Forrester clients in an upcoming Forrester report entitled “TV Effectiveness Is On The Upswing.” About Forrester Research Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. Forrester works with professionals in 19 key roles at major companies providing proprietary research, customer insight, consulting, events, and peer-to-peer executive programs. For more than 28 years, Forrester has been making IT, marketing, and technology industry leaders successful every day. For more information, visit www.forrester.com. About the ANA Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 10,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit http://www.ana.net/, follow us on Twitter, join us on Facebook, or visit our YouTube channel. © 2012, Forrester Research, Inc. All rights reserved. Forrester is a trademark of Forrester Research, Inc.