""Media buyers are excited about the potential of CTV advertising as it offers a cost effective way to reach audiences that are viewing far less traditional TV. This is appealing to big brands, while also opening an opportunity for smaller brands to invest in TV advertising without the big price tag attached to linear TV.""
""This focus on KPIs as a deciding factor in SSP selection highlights the importance of maximising audience addressability - a known driver of better performance. Combining brand- and publisher-owned first-party data and independent ID solutions helps better predict consumer behaviour and thus maximises the size and effectiveness of advertising campaigns.""
The report reveals a strong interest among media buyers to increase investments in video advertising, especially in connected TV (CTV). On average, 36% of total ad spend is allocated to video advertising, with mobile web being the most popular channel. Two-thirds of buyers are investing in CTV, which offers a cost-effective alternative to traditional TV. Performance KPIs are crucial in selecting sell-side platforms, emphasizing the need for effective audience targeting and data utilization to enhance advertising outcomes.
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