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.
- 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.”
“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)