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.

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. Audiences are also growing strongly, with two-fifths of online consumers now having an internet-connected TV.

However, achieving effectiveness is proving difficult. Less than a quarter of those surveyed said they are optimal in areas such as reaching the right audience, delivering effective creative and selecting appropriate media types.

This comes as advertisers invest more, often while cutting their linear TV budgets. Additional research finds that connected TV accounts for two-fifths of streamed ad impressions, a level on par with mobile (app and web) devices.

WARC Data's latest report analyses how video viewing has evolved and how brands are reacting to the next generation of TV. It also includes an analysis of TV spots during the coronavirus outbreak, drawing from over 15m measured ads.

WARC Data subscribers can access the full report here. A free sample report is available to non-subscribers here.