Industry leaders are emphasizing the importance of broadcasters increasing their investment in advertising measurement tools to enhance the effectiveness of TV advertising.

Jackie Lyons stressed the growing focus on first-party data solutions among clients and the need for major broadcasters like ITV, Channel 4, and Sky to adeptly utilize these resources. She praised Sky Media’s recent event unveiling various advertising tools and expressed the necessity for broadcasters to provide robust measurement solutions.

Lyons acknowledged the complexity of the industry and highlighted the significance of broadcasters supporting planning teams and agencies in understanding uplift and the integration of different channels. ITV was recognized for launching two new ad measurement tools, including Addressable Lift, a pilot program for comprehensive measurement across brand lift, site lift, and sales lift at a household level.

The role of retail Media in Tv advertising

Ben Tatta, COO at Operative, emphasized the transformative role of retail media in TV advertising and its rapid scalability due to retailers making data available through programmatic vendors. He emphasized the need for a low-latency data flow throughout the workflow, from planning and activation to measurement and attribution.

Tatta suggested that deploying a more advanced advertising system in broadcasting would be a gradual process requiring strategic planning, especially considering the vast amounts of first-party data generated by streaming products.

In summary, industry leaders are urging broadcasters to invest in ad measurement tools, collaborate with major clients on data solutions, and gradually integrate advanced advertising systems to navigate the complexities of the evolving TV advertising landscape.