Survey Finds Over Half of CMOs Supplement TV Ads with Digital Video

Mar 10, 2015


Over half (54%) of chief marketing officers (CMOs) surveyed said they use digital video to supplement TV as a holistic strategy, but only 31% align their budgets for TV and digital advertising spend. This separation leads to a disconnect between the value of each medium, as just over half (52%) claim that they have different expectations across the platforms. In addition, three quarters of CMOs say that they measure reach the same way for both TV and digital video but only one-third see Nielsen as the ongoing foundation of their reach metrics.

These findings were the result of a survey conducted by The CMO Club and Simulmedia, and can be found in the report "The Future of TV and Digital Video." For the study, The CMO Club, a community of senior marketing executives, in partnership with Simulmedia, surveyed over 80 senior marketers.

The survey also found that in the past three years, digital spend has gone from 10% of advertising budgets to 24% and is forecasted to rise to 36% in the next three years.