Marketing budgets for Connected TV advertising are set to "dramatically increase" in the next year, according to a new survey from the self-service ad software company SteelHouse.
SteelHouse’s survey of marketers found that 78% plan to buy ad inventory on connected TV devices and services in the next 12 months.
The survey looked at current video ad budgets, and found that 28% goes to social platforms like Facebook, 26% to in-stream video ads, 20% to linear TV and 13% to in-unit ads. Connected TV accounted for 12% of video ad spend. With 78% expected to buy CTV ads in the next year, however, that percentage is likely to grow.
The survey, which was conducted by Advertiser Perceptions, also found that marketers and agencies had slightly different KPIs when evaluating the efficacy of video ads. Marketers identified impression/reach, completion, and click-through as the most important factors, while agencies chose completion, quality scores, and in-target delivery/GRPs (comScore, Nielsen, etc.) as the key metrics.