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A forecast for advanced TV

European marketers expected to increase ads in advanced TV next year

Marketers are cautious but increasingly enthusiastic about investing in Advanced TV next year, according to a survey of 500 marketers and influencers in five European countries: UK, France, Germany, Italy, and Spain. The survey was made in July by consultancy CoLab Media for video advertising technology firm FreeWheel.

Key takeaways:

  • Two-thirds of marketers are looking to continue marketing spend to at least the same level as last year and not ‘go dark’ over the next 12 months
  • 78% of marketers expect spend increase in Advanced TV
  • The rise of ad-supported VOD platforms has generated much interest: 89% of marketers intend to augment their spend in these channels
  • Half of marketers are satisfied with their current level of spend in Advanced TV, while 45% would like to increase these budgets
  • Data targeting and ad effectiveness are the main drivers of Advanced TV spend growth in 2022

“Present economic and geo-political concerns have created a lot of uncertainties which have impacted last year’s return to optimism. As a result, 35% of marketers surveyed are expecting their overall marketing budget to decrease”, Emmanuel Josserand, Brand, Agency and Industry Relations, FreeWheel, writes in a blog for IAB Europe.

“However, 65% of respondents are still looking to continue their marketing efforts to at least the same level as last year and not ‘go dark’ during this difficult time.”

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“Confidence in Advanced TV channels appears to be accelerating in the five countries studied, with 78% of respondents expecting to increase their Advanced TV budgets in the next 12 months. In comparison, the previous survey conducted in 2021 found that 73% of participants were planning to boost investment in these channels.” 

“Present satisfaction levels with Advanced TV spend also point towards growth, as 45% of EU5 marketers surveyed would like to see their organisation invest more in these channels.”.

Advanced TV definition for the survey:

  • VOD / Video on Demand (incl. BVOD – Broadcaster Video On Demand) (i.e. advertising around a programme that has previously aired on linear TV. (B)VOD can be targetable)
  • Connected TV / OTT (i.e. ads appearing in smart TV apps, external devices – AppleTV, Amazon Fire, gaming consoles, etc – or Operator Set Top Box and log-in streaming apps)
  • Addressable Linear TV (i.e. linear TV advertising that, through the use of data, can reach consumers at the household level)
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