Advertisers struggling to leverage CTV effectively

James McDonald

An overview of important factors and effectiveness when delivering a relevant video advertising experience among practitioners across seven markets.

Reaching the right audience is the most important consideration for practitioners aiming to deliver a relevant video ad experience, but few feel they are truly effective in this area. This is according to a WARC Data analysis of a Xandr survey of digital video decision makers.

Part of the lure of connected TV for marketers is the prospect of having data-driven audience targeting, frequency-capping and visibility over attribution to better measure business outcomes. Audiences are also growing strongly, with two-fifths of online consumers now having an internet-connected TV.

However, achieving effectiveness is proving difficult. Less than...

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