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22 February 2021
Advertisers struggling to leverage CTV effectively
Online video effectivenessOnline video planning & buyingAustralia
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.
Why it matters
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. Advertisers are investing more but achieving effectiveness is proving difficult.