Samsung Ads' Q1 2025 report reveals that despite the rise in streaming, advertisers are reluctant to fully utilize Connected TV (CTV) due to mindset issues, over-targeting, and measurement fragmentation. The report provides seven key suggestions to improve CTV advertising strategies, advocating for a full-funnel perspective, emphasizing balanced performance and brand growth, and encouraging broader targeting strategies. Additionally, it calls for improved measurement solutions to address the industry's fragmentation, linking CTV metrics with linear TV for better cross-platform optimization.
Advertisers are holding back from fully embracing Connected TV due to mindset issues, over-targeting tactics, and a lack of consistent measurement practices.
Brands should aim for a balance between performance marketing and long-term brand building, using CTV to reach broader audiences and drive sustainable growth.
To improve the effectiveness of advertising spend, companies must broaden their targeting strategies on CTV from hyper-targeted campaigns to encompass a wider audience segment.
Developing unified metrics and buying practices is necessary for the CTV industry, enabling holistic planning, measurement, and optimization across platforms.
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