Connected TV has work to do to persuade marketers of its effectiveness

Alex Brownsell, Celeste Huang

Findings from Nielsen’s fifth Annual Marketing Report.

Some advertisers are yet to be convinced that connected TV (CTV) is as effective as other forms of digital advertising, such as social media and online video.

A survey of more than 1,500 global marketing professionals for Nielsen’s fifth Annual Marketing Report found that only 19% of brands perceive OTT/CTV as “extremely effective”. This means that CTV trails behind social media (28%), online and mobile video (28%), search (22%) and online and mobile display (21%) in marketers’ perception of advertising effectiveness. 

Marketers are similarly unconvinced in their ability to accurately measure CTV. Only 18% of those surveyed by...

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