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...