As per The CMO Club and Catalina’s study, CMOs (42%) state that agencies are primarily responsible for their TV buying strategies.
The growing shift towards streaming has made it difficult for CMOs to oversee ad buying. However, 58% of CMOs feel "comfortable or very comfortable" in establishing and executing a TV buying strategy in a complicated video environment.
Despite the comfort, 80% seek guidance and depend on media buying firms and consultants for TV buying strategies. In 2022, 44% of CMOs plan to find new agency partners given the changing measurement and data privacy environment.
Also, 44% of CMOs plan to hire external partners in 2023. Demographic (78%) and behavioural (64%) targeting are the preferred TV ad buying strategies across B2B and B2C companies.
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