Nearly half (47%) of marketers worldwide would spend more on connected TV (CTV) advertising if they had access to higher-quality targeting data, according to Lotame. Meanwhile, 36% are looking for a more efficient buying or planning process.
Beyond the chart: CTV is one of the fastest-growing US ad categories we forecast, but the majority of marketers polled by Lotame spent no more than one-quarter of their budgets on these platforms as of September. Improved targeting capabilities would change that.
A better buying process would also be pivotal. Our principal analyst Paul Verna said on the “Behind the Numbers” podcast, “As a buyer, you might be buying an ad from a device company, or a TV network, or an aggregator, or a set-top-box-maker—really, any number of companies that are in that value chain.” Systematizing that process would encourage more CTV advertising.