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Most Media Agencies Plan TV and Digital Together, But Buy It Separately

May 30, 2018  •  Post A Comment

With upfront and newfront negotiations for the 2018-2019 season getting up to speed, a new report suggests the digital and TV deals are likely to be negotiated separately.

“While a slight majority — 53% — of advertiser and agency executives say they now plan TV/video as one ‘holistic’ medium, they don’t necessarily execute it that way, according to findings of Advertiser Perceptions 2018 Video Advertising Convergence Report,” MediaPost reports. “The report finds that only 40% of ad execs say they actually buy TV and video as part of an integrated team.”

The report notes, however, that among the 60% who currently buy TV and digital separately, 83% plan to eventually integrate their teams, meaning just 17% have no such plans.

“The report suggests that the issue isn’t just one of legacy advertiser and or agency organizations, but that the supply chain is also a significant factor impeding a more integrated approach on the ‘demand side,'” MediaPost adds. “Respondents indicated that ‘siloed sales organizations’ among suppliers is a big ‘challenge’ for advertising and media-buying organizations.”

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