A study released by advanced TV platform company Cadent says three quarters of marketeers believe the combination of connected TV, addressable and advanced advertising has a major part to play in the development of the TV advertising ecosystem.
72% of respondents say that in two to five years, connected TV and other data-driven TV methods of advertising will be critical in reaching brand audiences. 66% of respondents said an audience-first TV buying approach will be table stakes in two to five years.
The survey suggests that the new generation of buyers are looking to embrace advanced advertising techniques in a way that their predecessors failed to fully grasp with the red button.
59% of marketers surveyed currently run CTV ads, with the top three reasons being wide audience reach, sophisticated targeting capabilities and “lighter ad loads keep audiences engaged.”
“As viewer behaviour rapidly shifts, advertisers are tasked with understanding the full benefits of CTV, OTT and addressable TV and introducing them into their media plans,” said Paul Alfieri, CMO, Cadent. “Technology partners have a responsibility to provide more clarity around these mediums so advertisers can take full advantage of them and reach audiences wherever they’re viewing today.”
However, there’s confusion around the terminology – indeed your editor has changed Cadents use of CTV to connected TV as to him CTV still means colour – here four out of ten respondents said OTT meant “ad-supported or subscription TV services delivered via an internet connection to any device”.
