CoLab Media and Comcast-owned FreeWheel surveyed marketing decision-makers, advertisers and agencies across the European market, including the UK.
Optimism is growing in the UK, and spending on advanced TV advertising is projected to rise in the coming year. 4% of UK marketers anticipate a net gain in budgets in 2021, according to the report.
32% of UK marketers expect their overall budget to increase, and 60% plan to boost their advanced TV advertising expenditure in the next 12 months. Virginie Dremeaux of FreeWheel, notes that a third of TV ad spends were allocated to advanced TV channels in 2021, up from a fifth last year.
TV advertising spending for VOD, CTV, and OTT is predicted to increase +15.1%, +8.8% and +14%, respectively, in 2022, according to UK advertisers. When it comes to buy-ins, the ability to track ROI and gather data in real-time to improve campaign effectiveness is imperative for UK marketers. Further, UK advertisers prioritise TV’s targeting capabilities across audience (66%) and platforms (56%), compared to agencies who preferred linear TV’s reach (53%) and ad effectiveness (50%).
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