"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."
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.
Read at Adweek
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