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.

Takeaways

• Less than a quarter of those surveyed said they are optimal in areas...