Gracenote Report: US Marketers Struggle with CTV Targeting Despite $26.6B Spend
A new report from Gracenote has highlighted a disconnect in connected TV (CTV) advertising strategies among US-based brand and agency executives. While brand awareness is the top objective for CTV spend, many marketers struggle with current targeting tactics, impacting scale and effectiveness.
The report, based on a survey of influential media planning and buying executives, found that 32% of respondents find CTV not very effective as a media channel. Despite this, US ad spending on CTV is projected to reach $26.6 billion (€22.6bn) in 2025, indicating a significant investment.
Marketers prioritise brand building objectives for CTV campaigns, with brand awareness being the top goal. However, many still rely on narrow targeting tactics, which hinder the ability to achieve scale. Nearly one-third of respondents allocate 40% or more of their budgets to CTV, suggesting a need for more effective strategies.
Gracenote's report identifies a misalignment in CTV advertising strategies. Marketers should evolve their approaches and use content-based targeting to meet strategic objectives. Contextually targeted CTV advertising can drive business results and achieve scale.
The Gracenote report underscores the need for marketers to reassess their CTV advertising strategies. By aligning targeting tactics with their brand building objectives and embracing content-based targeting, they can improve the effectiveness of their CTV buys and drive better business results.
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