Cross-platform, integrated media issues this year will continue to drive the biggest changes, according to the majority of media-selling and buying executives in a recent survey by media-buying and planning platform Mediaocean.Sixty percent of the more than 250 media executives surveyed say “improvements in integrated media/execution” will be the “most impactful,” closely followed by 57% who believe “measurement improvement on non-cookie methods” will force the biggest shifts in the business.
Further down the list at 31%, executives said improving “contextual targeting” will be key for change, while 28% cited better infrastructure of first-party data; 28%, artificial intelligence/machine learning; 45%, converging TV measurement/planning; and 38%, improved emerging channels (immersive games, TikTok, and virtual reality).
The survey found executives plan a major increase in their connected TV (CTV) advertising investment. Fifty-one percent of respondents said their investment will grow from 1% to 20%, while another 18% said their investment in CTV will climb 18% and 4% said they would spend less.
Twenty-four percent of execs said their CTV investment would remain the same, while nearly 60% said they are “somewhat concerned” about CTV fraud and viewability.
Analysts have long been concerned about limitations on the amount of CTV ad avails.
This survey was produced for Mediaocean by TechValidate in November 2021. The 259 global executives represent advertisers, media agencies, media companies, measurement firms, tech platforms and other marketing industry companies.