Gracenote Warns: CTV Advertising Tactics Misaligned with Brand Goals
A new report from Gracenote has highlighted a misalignment in advertising tactics for Connected TV (CTV) campaigns. Despite marketers prioritising brand identity objectives, they often employ targeting tactics suited for smaller audiences, which may hinder the scale and effectiveness of their CTV ads.
The report, based on a survey of US-based brand and agency executives, revealed that brand awareness is the top goal for CTV spending, followed by revenue growth and customer acquisition. However, 32% of media professionals surveyed view CTV as not very effective due to current targeting tactics. This is concerning, given that US ad spending on CTV is expected to reach $26.6 billion (€22.6bn) in 2025, up 12% from 2024.
To address this, marketers are urged to evolve their approaches and use content-based targeting to meet their strategic objectives. Contextually targeted CTV advertising can drive business results and achieve scale for both brand identity and customer acquisition. The industries covered in the survey include media and entertainment, telecommunications, retail, financial services, automotive, consumer packaged goods, and health care/pharmaceutical.
The report from Gracenote serves as a wake-up call for marketers to reassess their CTV advertising strategies. By realigning their targeting tactics with their brand identity objectives, they can maximise the potential of CTV ads and tap into its growing market.
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