The Advanced TV landscape has rapidly evolved through a period of unpredictability, due in part to seismic shifts in audience behaviours. During this time, one of our recent study conducted in key European markets (Germany, France, Italy, UK, Spain) suggested that video consumption through internet-enabled screens and platforms was on the rise, driving further interest in Advanced TV from advertisers and agencies.
To uncover more about industry investment, perspectives and priorities, FreeWheel commissioned CoLab Media Consulting, the independent media research firm, to gather insights on the growth of Advanced TV.
577 marketers were surveyed,
(comprising primarily of Advertisers and Agencies).
The study was conducted between 23 July and 2 August 2021 in key European markets: Italy, France, Germany, Spain, and the UK.
The results show continued progress within the Advanced TV landscape, as indicated by the uplift in spend and emerging confidence in its advertising capabilities. While one out of three European marketers surveyed expect their global marketing budget to increase next year, agencies are showing more optimism than advertisers about their spend intentions.
As a result of its audience targeting and reach extension opportunities, 73% of marketers plan to raise their investment in Advanced TV – an increase X2.3 higher than their global marketing spend.
Marketers are bullish about their advanced TV spend, with 73% anticipating growth in their investments, driven by the audience targeting capabilities and reach extension opportunities.
For agencies and advertisers, quantifying outcomes and the ability to use that data for in-flight campaign optimisation are the most important elements of Advanced TV measurement.
This aligns with our 2020 findings, which indicated that enhancing measurement tools would boost confidence in Advanced TV and unlock further ad spend.
Since our survey in 2020, some accelerators of Advanced TV spend have grown in importance. The industry’s shift away from third-party cookies is making advanced audience targeting solutions, which are now the topmost driver of investment, more attractive. This is particularly the case among advertisers, who also highly value frequency management and purchase efficiency.
In 2021, Advanced TV’s linear reach extension capabilities remain a key accelerator of spend due to their ability to improve campaign effectiveness. For agencies, this appears to be the biggest driver behind their budget allocations.
Last year, advertisers and agencies were aligned on their marketing objectives overall, but the top three priorities for 2021 are identical to those of 2020, suggesting marketers are committed to their current goals. Both advertisers and agencies have a strong focus on revenue growth, generating customer loyalty, and expanding market share.
With the Advanced TV landscape predicted to attract exceptional levels of investment in the year ahead, its notable progress will likely continue. Advertisers and agencies’ priorities are shaping the evolution of its targeting, measurement, and optimisation capabilities, enhancing the effectiveness of marketing campaigns.