Understanding CTV is proving challenging

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 29, 2021, 10:30 AM UTC

A Rapid TV News and Xandr study found that lack of knowledge around the CTV ecosystem has resulted in low adoption.

Though connected TV offers immense marketing opportunities, its adoption levels are not up to the mark. The study found that 41% of advertisers and buyers said the poor understanding of the connected TV ecosystem is a primary barrier to greater adoption.

Other significant challenges faced by video marketers on CTV are lack of supply (57%) and availability and quality of data (35%). Additionally, around half of advertisers in the UK do not believe they effectively reach the right audiences through CTV, as opposed to 39% in Germany, 37% in the US and 35% in France.

Xandr’s Austin Scott said that CTV is growing fast and smart ad buyers are already planning their global CTV strategy. “But, like any nascent technology, it is not without its challenges,” added Scott.

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