A report by Samsung Ads reveals that while marketers acknowledge CTV's role in brand growth and sales, they often still treat it as a performance marketing tool. Discussions with industry experts highlighted that a focus on immediate KPIs can hinder the potential for long-term growth. Insights revealed that an increasing percentage of marketers are seeking measurable ROI, yet sacrificing brand-building efforts for short-term gains is cautioned against. CTV's vast audience reach emphasizes the effectiveness of branding campaigns that prioritize brand building for success.
Marketers see CTV as an incremental performance tool, but experts warn against sacrificing brand building for short-term outcomes, emphasizing the need for long-term growth.
Experts stress that prioritizing brand building in CTV advertising leads to improved long-term outcomes, despite the current focus on immediate ROI through performance metrics.
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