A recent survey of over 100 brand marketers and agency executives by Digiday revealed that 64% of marketers view connected TV (CTV) as means to connect digital and TV advertising.
With streaming services growing rapidly, brand marketers are increasing spends on CTV ads, as per the report. However, 21% of marketers believe that CTV ad pricing is too expensive, while 19% lacked required skill-sets and 18% lacked staff, to execute CTV ad campaigns.
When asked about the positive impacts of investing in CTV, 59% said it increased brand awareness, while 50% said it improved brand engagement. Of those polled, 26% of marketers said CTV led to higher conversion rates.
Inconsistent measurement (58%), targeting the right audience (53%) and inventory fragmentation (41%) are top CTV challenges. 83% of marketers reported using CTV along with social media, and 79% used it in parallel with display advertising.
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