Innovid and Ascendant Network surveyed hundreds of senior-level marketers to see how media and creative strategies have evolved in the age of converged TV. Here are some report highlights:

  • 80% buy converged TV media through 1 centralized team, with the top goals being audience targeting, reach/incremental reach, and outcomes
  • 45% measure the same KPIs across linear, CTV, and digital, with online outcomes, offline outcomes, and incremental reach as the top metrics
  • 48% have prioritized personalization at scale as a creative priority for 2023, followed by interactivity at scale at 35%


Innovid powers ad delivery, personalization, and measurement across linear, CTV, and digital for the world's largest brands. Through a global infrastructure that enables cross-platform ad serving, data-driven creative, and measurement, Innovid offers always-on intelligence to optimize ad investments across channels, platforms, and screens.

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