Our new CTV Pulse report reveals that over six in 10 of UK marketing decision-makers never include CTV advertising in their marketing strategy. This could be caused by a simple confusion around what CTV is and how it is different from OTT, or it could be due to technological challenges, such as cross-screen targeting, measurement, and creative optimisation.
CTV targeting includes traditional demographic targeting, but the one-to-many viewing experience on CTV affects the level of precision. Contextual genre-level targeting is also available, enabling ads to be tailored for specific content environments and different screens.
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