CTV Report
53% of Marketers Say CTV Is More ‘Brand-Safe’ Than Social
by Frankie Karrer2 min read
Abstract
- A new survey from Advertiser Perceptions asked marketers about their favorite benefits of Connected TV. They said it helps meet both brand awareness and performance objectives (41%), attracts a highly engaged audience (40%), has precise audience targeting (38%), and expands the reach of linear TV campaigns (36%).
- More than half of respondents believe CTV outperforms social media in maintaining a “brand-safe” environment.
- However, nearly 40% also highlighted “fragmentation” as a challenge due to the sheer number of CTV platforms and providers, and frequency management across various publisher platforms remains an issue.
Connected TV is proving to be a major win for advertisers, delivering on performance goals, audience targeting, and expanded reach. According to a new survey, 41% of marketers say Connected TV effectively drives both brand awareness and measurable results, while 40% value its ability to engage highly attentive, opt-in audiences. It also stands out for its brand-safe environment, with 53% of respondents saying they consider Connected TV to be more brand-safe than social media.
However, the survey does also point out some areas where Connected TV could use some improvement. Almost 40% of marketers say they face challenges with CTV’s platform fragmentation and 37% report issues with managing ad frequency across publishers. CTV measurement also remains a concern, with 41% pointing to difficulty tracking key marketing metrics. Despite these hurdles, Connected TV combines targeted reach, strong audience engagement, and measurable results in a way that’s hard to beat — and it’s clear that marketers agree.
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