Connected TV Advertising in the UK
How plugged in are marketers to Connected TV?
The proliferation of digital channels over the past decade has caused a giant shift in the marketing mix and now the industry is seeing another seismic shift with the emergence of Connected TV (CTV). Comscore conducted a survey in January 2020 of UK marketing professionals to provide greater insight into CTV advertising in the current and future advertising landscape.
This report covers five key themes around connected TV advertising:
- Defining CTV
- Integrating CTV into the media mix
- The fight for budget
- Measuring CTV advertising
- Current concerns