67% of UK advertising professionals believe CTV is a more effective channel compared to linear TV. Moreover, 68% say CTV provides excellent value for money and 68% consider that CTV reaches target audiences better than linear TV, according to Unruly’s latest report, conducted in partnership with MTM Global.
“Audience-based targeting is slightly more popular than contextual targeting because CTV is used to reach incremental audiences and closely mirrors digital video advertising which is commonly activated using audience targeting and this legacy is being transferred to CTV,” the report says.
The “UNderstanding CTV today & tomorrow” report also shows that 72% believe CTV is a key part of video advertising strategy. There is also a huge amount of optimism about the future of CTV, as all media agencies and 77% of brands say they will invest more in CTV in the next 12 months.
The top three areas brands want to see innovation in CTV are the ability to reach target audiences (43%), more effective targeting (38%) and support creating CTV assets (33%). Agencies also want to see more effective targeting (35%) but are also hungry for more audience data (35%) and data to drive direct response (31%).
“As we head into 2021, with 62% of UK digital advertising professionals reporting that CTV is a more effective channel than linear TV and 72% saying CTV is a key part of their video strategy, there is no doubt that we will continue to see innovation in this space. With a return to normal following the Covid-19 pandemic on the horizon, our research highlights the true flexibility of CTV and its ability to deliver across a multitude of goals throughout the purchase funnel,” the report concludes.
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