Gracenote Report: Mismatch in CTV Advertising Strategies Hinders Scale
A new report by Gracenote, a Nielsen unit, has highlighted a mismatch in connected TV (CTV) advertising strategies and tactics. The report finds that current targeting methods hinder marketers' ability to achieve scale and effectiveness with large CTV investments.
The report surveyed US brand and agency executives from various industries with influence over media planning and buying decisions. Nearly one-third of respondents allocate 40% or more of their budgets to CTV. US ad spending on CTV is expected to reach $26.6 billion (€22.6bn) in 2025, up 12% from 2024. Brand awareness is the top objective for CTV spending, followed by revenue growth and customer acquisition.
However, 32% of media professionals surveyed find CTV not very effective due to current targeting practices. Marketers prioritize brand building for CTV campaigns but use targeting tactics suitable for smaller audiences. Jake Richardson, VP of Partnerships at Gracenote, suggests that contextual targeting can drive scale and premium reach in CTV advertising. Gracenote recommends evolving targeting strategies to leverage content-based targeting for better results.
The report indicates a need for marketers to reassess their CTV advertising strategies. By leveraging contextual targeting and content-based approaches, marketers can improve the effectiveness and reach of their CTV campaigns, aligning with their brand building objectives.
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