Although the digital TV video and
streaming worlds are expanding, overall digital video advertising has not really moved the needle in terms of a more personalized approach, according to a new study.
Nearly half of respondents
-- 45% -- of a recent study say digital video ads "are about the same as traditional TV ads," according to digital marketing agency Adtaxi.
“This suggested that while connected TV (CTV)
and streaming platforms have advanced audience targeting, consumers may not always recognize or feel the benefits,” according to the authors of the study.
The report goes on to say that
slightly more than a third of viewers do see digital video ads as more personalized, with around 11% saying digital video ads are “less relevant than broadcast or cable TV ads.”
Analysis here is that repeated ad repetition, lack of ad rotations or poor targeting is probably to blame. For a while now, media brand executives continue to talk up negative issues around high
‘frequency’ issues of messaging -- on streaming platforms and on linear TV networks.
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At the same time, the study found that around 40% of adults reported navigating to brands'
websites after seeing a digital video spot, with around 17% making purchase directly after viewing a digital video ad. Also, more than 30% say they researched a product/services after seeing a
brand’s messaging.
Other research, focusing on the duration of an advertising message, shows that commercial lengths should stay within current traditional limits. Nearly 75% of
respondents said commercials should be no longer than 25 seconds in length, while 24% said it’s okay if a message runs longer than 30 seconds.
This study was produced by SurveyMonkey
from a January 2026 survey of more than 1,000 U.S. adults nationwide — part of a longitudinal dataset now exceeding 10,000 respondents since 2016.