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1、The Power and Potential of CTV in Europe2CTV IN EUROPEAs weve seen viewers shift from traditional TV to digital platforms,CTV advertising has experienced a massive global transformation over the past several years.CTVs growth is undoubtedly recognised on a global scale,but Europe has a particularly

2、unique market dynamic that requires special attention.While CTV cultivation in the U.S.was influenced primarily by content newcomers like Netflix and Hulu,Europes market looks a little different,with established broadcasters like the BBC installing the first major European on-demand platforms.This,c

3、oupled with regional differences in culture,language and consumption habits,make media growth and investments vary significantly throughout Europe and around the world.This is why I am pleased that DV is partnering with IAB Europe a steady voice in CTV advertising from the beginning to analyse the m

4、aturing European CTV advertising landscape and discover how it is altering media budgets and changing the way brands strategise their media buys.CTV advertising is reshaping European brand strategies,and media buyers are driven to find new ways to connect with consumers in an evolving digital landsc

5、ape.This report is designed to help guide these data points help guide advertisers and publishers as they navigate through these changes and realise the full potential of CTV as an effective advertising medium.Executive SummaryNick ReidSVP&Managing DirectorEMEAIn this report:The state of CTV adoptio

6、n throughout Europe What advertisers and publishers hope to get out of their CTV investments Challenges advertisers and publishers are facing with CTV adoption The truth about CTV quality,transparency and brand suitability What European CTV advertisers can expect over the next few years3CTV IN EUROP

7、EMethodologyThe survey leveraged the national IAB network in Europe and received 422 advertiser and publisher responses from across 29 markets between June and August 2023.The respondents were split evenly,with 51 percent representing advertisers and 49 percent representing publishers.For the purpos

8、es of this report,weve designated advertisers and agencies as“advertisers”and publishers,media owners,broadcasters and CTV apps as“publishers.”Defining CTVConnected TV(CTV)is a subset of digital video inventory delivered via connected and dedicated devices including smart TVs,gaming consoles and str

9、eaming devices that are displayed on a TV screen,such as a home television.Regional BreakoutIn this report,regions within Europe are broken down as follows:Northern EuropeDenmark,Finland,Latvia,Norway,SwedenSouthern Europe Croatia,Greece,Italy,Portugal,Serbia,Slovenia,SpainCentral&Eastern Europe Aus

10、tria,Bulgaria,Czech Republic,Hungary,Macedonia,Poland,Romania,Serbia,Slovakia,Turkey,UkraineWestern Europe Belgium,France,Germany,Ireland,Netherlands,Switzerland,U.K.4CTV IN EUROPEThe State of CTV Advertising in EuropeCTV Investment Snapshot45CTV IN EUROPEWorldwide CTV Ad Spend Is Strong and Growing

11、Before diving into the detailed report findings,its important to recognise CTVs growth both from a consumer and advertiser perspective over the past several years.CTV ad spend worldwide is robust and rising.In fact,eMarketer reports that while mobile spend currently dominates in the U.K.,non-mobile

12、spend fueled by CTV will surpass traditional media spend this year.CTV Ad Spend($USD B)CTV Ad Spend as%Share of Video Ad Spend14.7%15.5%15.7%16.5%$25.902023$29.602024$32.202025$36.002026Chart Source:StatistaTHE STATE OF CTV ADVERTISING IN EUROPE6CTV IN EUROPEConsumer Appetite for Content ContinuesTo

13、 Soar Led by CTV and StreamingThe adoption of CTV and streaming services show clear momentum.An increase in subscriptions(including free,ad-supported plans)is fueling CTVs ascension,with 55 percent of respondents in the U.K.and 49 percent in mainland Europe having subscribed to additional streaming

14、services in the past 12 months.A move to ad-supported and free options is a priority for both streaming platforms and consumers,with over half of respondents(59 percent)being open to ad-supported video content across streaming apps.51%55%68%70%59%70%44%78%52%North AmericaUnited ArabEmiratesSoutheast

15、AsiaJapanLatinAmericaMainlandEuropeUnitedKingdomIndiaAustraliaPercent of Respondents That Spend More Time ConsumingContent Online Each Day Now Compared with Pre-pandemicTHE STATE OF CTV ADVERTISING IN EUROPESource:DVs Four Fundamental Shifts 20227CTV IN EUROPE 56%Central&Eastern Europe 47%Southern E

16、urope 45%Western Europe 33%Northern EuropeCTV Is an Increasingly Important Media Channel in Europe,But Opportunities for Growth RemainOur research shows that CTV is top-of-mind for brands and agencies when developing their media strategies.In fact,over 50 percent of all respondents said that they“al

17、ways”or“frequently”consider CTV when planning or buying media.The sentiment is not consistent across Europe,however with northern Europe lagging behind at 33 percent.This may indicate that more education around CTV is required,or that northern Europe is not considering,but is actually incorporating,

18、CTV into their media buysPercentage of Advertisers by Region Who“Always”or“Frequently”Consider CTV When Planning or Buying MediaTHE STATE OF CTV ADVERTISING IN EUROPE8CTV IN EUROPEHigher Consideration Does Not Necessarily Translate into Higher SpendMarkets across Europe are not homogenous languages

19、and consumption habits vary,and each region relies on different technology and infrastructure.How each region grows and invests in CTV is also significantly different.In central and eastern Europe,for example,high levels of consideration(56 percent,as illustrated on page 7)did not directly translate

20、 into higher allocation of CTV ad spend.In fact,only 31 percent of respondents in the region indicated that they allocated 11 percent or more of their ad spend to CTV.Instead,investments are heaviest in southern and western Europe,where respectively 40 and 41 percent of respondents said they allocat

21、ed 11 percent or more of their ad spend to CTV.Southern Europe(9.6 percent)and western Europe(6.7 percent)had the highest percentage of respondents who reported allocating 51 percent or more to CTV spend.Advertisers:CTV Ad Spend Allocation by Region0%-10%11%-50%51+%Northern Europe66%28%6%Central&Eas

22、tern Europe25%69%6%Western Europe35%59%6%Southern Europe60%31%9%THE STATE OF CTV ADVERTISING IN EUROPEAs a result of rounding,figures in this graph may not add up to 100%9CTV IN EUROPEProgrammatic Advertising on CTV Gains GroundBut Lags Behind Traditional Media BuysAccording to another recent IAB Eu

23、rope report,programmatic advertising on CTV is in its infancy,with most transactions structured as Programmatic Guaranteed and Private Marketplaces(PMPs)deals.This trend is reflected in our research as well.Only 21 percent of programmatic advertisers report allocating over 10 percent of their ad spe

24、nd to CTV compared to 36 percent of traditional media advertisers.Demand outstripping premium supply may be an initial barrier to wider usage of programmatic advertising.As has been the case with other media channels,this may change over time as advertisers look to expand the scale of their CTV camp

25、aigns by tapping into programmatic scale.What Percentage of Your Total Advertising SpendIs Allocated to CTV Advertising?Allocated 0-10%of Spend On CTVAllocated Over 10%of Spend On CTVProgrammatic AdvertisersTraditional Media Advertisers79%64%Traditional Media Advertisers21%36%Programmatic Advertiser

26、sTHE STATE OF CTV ADVERTISING IN EUROPE10CTV IN EUROPECTV has emerged as a pivotal component in our media mix,offering a tailored solution to our evolving needs in a dynamic market.Due to the nature of the airline industry,we are looking to expand our investment in areas that are measurable and able

27、 to reach relevant audiences.Our investment in CTV is becoming far more significant,as it can complement other media channels and optimise our media for performance.Younger audiences are omnipresent on all devices,which highlights the important role CTV can play in allowing us to reach them effectiv

28、ely.Programmatic capabilities also help us to fine-tune our approach,making our media buys more efficient and contextually relevant.Factors such as the decline in Linear TV viewership could potentially further influence our decision to explore investment in CTV advertising.The ability to conduct inc

29、rementality tests and provide transparency regarding costs make it an attractive option in todays media landscape.Shaaf TauqeerAudience&Martech ManagerAdvertisers have already strategically integrated CTV into their media mix to engage diverse audiences,many of whom have shifted away from Traditiona

30、l Linear TV.Advertisers frequently approach us with the desire to make an impact on younger demographics and prospective customers.They often express an interest in CTV and rely on our guidance to achieve their awareness objectives using this format.Similar to Linear TV,CTV allows consumers to view

31、an advertisers message on a large screen,but its digital nature provides advertisers with enhanced control over frequency,context and,most importantly,measurement.Clients prioritise programmatic purchases to uphold data ownership,maintain pricing transparency when executed through their own DSP tech

32、nology and streamline unified tag management.However,some CTV providers may not accommodate programmatic purchases,requiring direct transactions instead.Rupert TonnSenior Director AdTechThe State of CTV Advertising in Europe11CTV IN EUROPEIt is undeniable that consumption of media on CTV is increasi

33、ng,largely driven by the accessibility of connected devices,the growing audience demand for streaming content and the increasing availability of high-quality content.We have to navigate changing AV and video media consumption to plan and measure advertising strategies effectively.The beauty of havin

34、g the big screen and the addressability options of this environment means that CTV can be used in multiple ways to answer different strategic objectives.Depending on the objective,CTV could be used to drive incremental reach to other AV for delivering brand metrics,audience data matching,interactivi

35、ty in creative and contextual alignment.But the big screen doesnt deliver the whole picture.It is important to consider how media is consumed across different devices and what that offers in mood,moment,potential viewing attention and accessibility.There is demand and a right for brands to understan

36、d exactly where their ads are appearing and that needs to be shown at a content and ad positioning level.There is still work needed from the supply side to enable these signals in a seamless way through to the buy side technology.We are working closely with streaming providers and ad technology part

37、ners to leverage the insight and signals that allow us to drive efficiencies and access to desirable content and audiences.Buying programmatically can both deliver efficiencies that come with managing multiple supply routes in a single platform and enable campaigns to respond to signals that will dr

38、ive relevancy of messaging,creativity and delivery against the campaign strategy through targeting control.Melinda ClowManaging Partner,Programmatic ActivationThe State of CTV Advertising in Europe12CTV IN EUROPEThe Power and Promise of CTVWhat Advertisers and Publishers Hope To Get Out of Their CTV

39、 Investment13CTV IN EUROPECost efficiencies compared to linear TVEnsuring and maintaining high quality inventoryAccess todata insightsDelivery of TV advertising campaigns to audences at scale51%51%42%41%Advertisers Prioritise CTVs Ability to Deliver Cost-Efficient Access to Premium Inventory at Scal

40、eFor advertisers,CTV provides an opportunity to access premium programming at scale expanding and augmenting audiences they may already reach on linear TV.Half of respondents cited scale as one of their key priorities.Even though CPMs on CTV are typically higher than those of other digital channels,

41、51 percent of advertisers see investing in CTV as a way to achieve cost efficiencies compared with linear TV.Advertiser(Buy-side)Priorities in CTV CampaignsTHE POWER AND PROMISE OF CTV14CTV IN EUROPECTV Rounds Out Top-of-Funnel StrategiesFor Advertisers,Helping Them Reach New Audiences When asked wh

42、at their top three drivers were for investing in CTV,nearly two-thirds of advertisers cited raising brand awareness as a key objective.Further,half of advertisers said that reaching specific or additional audiences was critical to them.The ability to align advertising with certain shows or genres is

43、 a big incentive to advertisers who see it as an opportunity to engage new audiences.Its clear that CTV advertisers are currently focused on top-of-funnel metrics,while digital metrics such as conversion,viewability or directly tying activity to sales is less of a concern.63%Raise brand awareness 59

44、%Complement media mix 50%Reach specific or(not of)additional audiences 28%Drive salesAdvertiser Drivers for Investing in CTVTHE POWER AND PROMISE OF CTV15CTV IN EUROPERegionally,Drivers for InvestingIn CTV Are ConsistentDrivers for investing in CTV remained largely consistent across European regions

45、 where the majority of respondents cited raising brand awareness as the main reason to invest in CTV.Interestingly,western Europe was the least bullish on CTVs ability to reach specific audiences(40 percent)or drive sales(25 percent),which are typically lower-funnel activities.Advertiser Motivation

46、for Investing in CTV by RegionNorthern EuropeSouthern EuropeCentral&Eastern EuropeWestern EuropeTHE POWER AND PROMISE OF CTVReach Specific or Additional AudiencesRaise Brand AwarenessComplement Media MixDrive Sales47%63%63%62%53%71%65%65%68%51%56%40%41%41%37%25%16CTV IN EUROPEProgrammatic vs.Traditi

47、onal Media Advertisers:Key Priorities in Investing in CTVAdvertisers are mostly aligned in terms of priorities when buying CTV inventory,but there are a few marked differences between traditional media advertisers/planners and programmatic advertisers.Access to data insights,for example,is a higher

48、priority for traditional media advertisers/planners(45 percent),as opposed to programmatic advertisers(33 percent).Programmatic advertisers prioritise CTV advertising to achieve scale(53 percent vs.43 percent for traditional media advertisers/planners).Ability to reach the right audience also saw a

49、variance,with this being a higher priority for programmatic advertisers(53 percent)versus traditional media planners(41 percent).Traditional Media PlannersProgrammatic BuyersKey Priorities:Traditional Media Planners vs.Programmatic BuyersTHE POWER AND PROMISE OF CTVAccess to Data Insights45%33%Ensur

50、ing and Maintaining High Quality Inventory41%40%Ability to Reach the Right Audiences41%53%Cost Efficiencies Compared to Linear TV52%49%Delivery of TV Advertising Campaigns to Audiences at Scale43%53%17CTV IN EUROPEDrive Sales30%9%Media PlannersProgrammatic BuyersTraditional Media Planners See Potent

51、ial Of CTV to Help Drive SalesGiven the“lean-back”nature of the CTV viewing environment,driving sales was not considered a high priority for most advertisers investing in CTV.However,when examining programmatic advertisers vs.traditional media advertisers,the story changed somewhat.Only 9 percent of

52、 programmatic advertisers saw CTV as a means for driving sales,compared to 30 percent of traditional media planners.This trend may shift over time as technology makes it easier for consumers to engage and interact directly with ads within a CTV environment.THE POWER AND PROMISE OF CTVObjective:Drivi

53、ng Sales Traditional Media Planners vs.Programmatic Advertisers18CTV IN EUROPEPublisher Respondents Prioritise Acquisition and Delivering Audiences at Scale Convincing new advertiser partners to begin advertising on CTV is considered the top priority for half(51 percent)of publishers.This is closely

54、 followed by increased CTV revenues with new clients(46 percent)and existing clients(45 percent).Audience extension(38 percent)is also a high priority for publishers looking to help their advertiser partners amplify their reach.Its not surprising to see the focus on expanding and deepening revenue a

55、nd yield.But theres another story here the demand for high-quality inventory and delivery of qualified audiences.CTV can be instrumental in achieving these goals.Publisher Priorities in CTV Campaigns51%Convincing New Clients to Begin Advertising on CTV46%Increasing CTV Revenue with New Advertisers45

56、%Increasing CTV Revenue with Existing Clients38%Audience Extension35%Ensuring and Maintinaing High Quality Inventory33%Delivery of CommittedImpressionsTHE POWER AND PROMISE OF CTV19CTV IN EUROPEPublishers Seek to Capture Audiences Shifting from Linear TV to Streaming ViewingThe rise of CTV has impac

57、ted broadcasters as they see their traditional linear TV audiences shift to viewing content on their CTV devices.Almost half(48 percent)of publisher respondents also acknowledge that CTV is necessary to reach so called“cord-cutters”or“cord-nevers”audiences that may not be present on linear TV.Reach

58、Audiences that Arent on Linear TVMonetising My Audience That has Moved to CTVHigher CPMs in CTV Than in Linear TVMore Flexibility in Pooling Inventory Together and Selling LongtailAligning Brand to Higher Quality Content in Digital48%43%42%39%38%38%Maintain Reach/Scale as Audiences Have Shifted Away

59、 From Linear to CTVPublisher Drivers for Investing in CTVTHE POWER AND PROMISE OF CTV20CTV IN EUROPEThe Power and Promise of CTVAt Jellyfish,weve witnessed firsthand the transformative power of CTV in shaping advertising strategies.Enhanced CTV measurement capabilities empower brands to optimise the

60、ir campaigns,driving better performance and business outcomes.Even in its infancy across Europe,our multidisciplinary task force has developed comprehensive CTV solutions that combine Linear TV with CTV.By adopting this dual approach,were tapping into diverse audience demographics and effectively de

61、livering KPIs across all stages of the marketing funnel.However,amidst the opportunities,advertisers face a myriad of challenges,such as fraud.This is a critically important market issue,and it is essential to be vigilant to avoid replicating certain errors of the programmatic digital ecosystem in C

62、TV.Fortunately,there are solutions available to detect and prevent fraud.We must uphold the shared commitment of advertisers and publishers to address these challenges and build trust within the CTV ecosystem.Thomas AllemandVP Adtech&SupplyNot all Connected TV environments are equal,which underscore

63、s the critical importance for advertisers to measure the inventory they invest in.Strategic collaboration between SSPs and leading broadcasters play a vital role in developing industry standards,frameworks and transparency.These alliances empower clients to confidently navigate the evolving European

64、 CTV landscape,whilst ensuring media quality with each transaction.2024 will likely see a rise in ad-supported streaming platforms as consumers further tighten their purse strings.In a more competitive and cost-conscious environment,capturing consumer attention through compelling and relevant conten

65、t will be more important than ever.Advertisers should,therefore,leverage this shift to streaming by allocating budgets to those platforms using data-driven insights to offer targeted and measurable ad placements.Emma NewmanChief Revenue Officer EMEA21CTV IN EUROPEThe Power and Promise of CTVCTV inve

66、stment isnt a one-size-fits-all approach.Media fragmentation has reshaped audience demographics and consumption patterns across the media landscape.Advertisers have the flexibility to use CTV to achieve different objectives,whether extending reach in one scenario or strategically leveraging data for

67、 precise audience targeting in another.CTV offers a TV-like encounter regardless of the objective,providing the opportunity for longer ad exposure and high-content engagement.Its important to think beyond just the metrics;high completion rates and viewability are not exclusive to specific video type

68、s.Advertising positioned around premium content is perceived as more credible,trustworthy,and genuine.Accurate measurement across CTV is important.While CTV delivers long-term brand benefits,its ability to deliver short-term ROI is also advantageous for advertisers.Even strategies directly focused o

69、n brand building can prompt consumer purchases,a seemingly simple direct response advert can live long in the memory,especially if its targeted and relevant to the viewer.Emma MoorheadHead of Channel PlanningBroadly speaking,CTV offers advertisers a versatile platform to achieve business objectives.

70、While brand awareness remains a primary focus due to the available capabilities,CTVs shows strong potential in markets with robust retailer data availability and capabilities,serving as a catalyst for driving revenue.We see it via existing and most importantly new category buyers.Unlocking this pote

71、ntial hinge on integration at media planning and execution levels and incorporation of CTV into the media mix seamlessly alongside traditional AV and Programmatic Online Video.Planning for high quality inventory,contextual relevance,and brilliant fit-for-purpose creative are also critical for succes

72、s in the CTV space.This unified approach allows for optimum attention,resulting in better mental availability and maximum brand impact.Approaching CTV as part of a connected strategy empowers brands to create transformative experiences and achieve significant business results.Olya DyachukGlobal Medi

73、a&Data Director22CTV IN EUROPEMaking the GradeCTV Measurement Challenges and Expectations23CTV IN EUROPEChallenges Faced By Advertisers and Publishers Are Similar,but Prioritisation DiffersAdvertisers and publishers of CTV advertising face similar challenges,though their priorities differ with the p

74、ublishers focused on data and performance and the advertisers focused on delivering new audiences.MAKING THE GRADEAdvertiser Top Challenges in CTVInventory Availability and Scale;Cost of Technology(Shared priority)Campaign Measurement and PerformanceAvailability and Quality of Data;Inconsistencies A

75、cross CTV Offerings;Cost of Technology(Shared priority)42%39%37%Publisher Top Challenges in CTVLarge Scale Audience;Supply(Shared priority)Availability and Quality of Data;Inconsistencies Across CTV Offerings;Cost of Technology(Shared priority)Incremental Reach40%39%37%24CTV IN EUROPEAwareness and V

76、iewability Key Priorities on CTV Given advertisers reported priorities,its not surprising to find that the top metrics centered around reach and frequency(49 percent),brand lift(44 percent)and brand awareness(41 percent).Viewability ranks as a key metric(40 percent)on CTV.Many advertisers believe th

77、at viewability is a given on CTV,but this is not necessarily true.Ensuring an ad is fully on-screen and plays all the way through is critical in measuring the effectiveness of CTV ads.49%44%41%40%32%31%26%23%16%12%Incremental Reach and FrequencyBrand LiftBrand AwarenessViewabilityAd Completion Rates

78、(Seperate from Viewability)Ad RecallPurchase Intent(Drive Sales KPIs)Complement Media MixDrive to eCommerce SiteFootfall MeasurementAdvertiser Top Success Metrics for CTVMAKING THE GRADE25CTV IN EUROPEProgrammatic Advertisers Are More Focused On Data-Driven OutcomesIn general,programmatic advertiser

79、s appear to be more attuned to leveraging specific data points to gauge the success of their CTV campaigns.Notably,programmatic advertisers ability to measure incremental reach and frequency within their CTV campaigns was 22 percentage points higher than traditional media advertisers.They were also

80、more focused on achieving specific brand awareness and lift goals,as well as measuring viewability on CTV.This does not mean that traditional media advertisers dont value those outcomes,but rather that programmatic advertisers are more likely to demand proof that they have met their objectives.Top M

81、etrics for CTV:Traditional Media Planners vs.Programmatic BuyersTraditional Media PlannersProgrammatic Buyers43%50%36%49%36%27%27%11%12%12%14%7%25%23%30%30%33%42%65%53%Incremental Reach and FrequencyBrand LiftBrand AwarenessViewabilityAd Completion Rates(Seprate from Viewability)Complement Media Mix

82、Ad RecallFootfall MeasurementPurchase Intent(Drive Sales KPIs)Drive to eCommerce SiteMAKING THE GRADE26CTV IN EUROPEPublisher CTV Metrics Align with Advertiser GoalsPublishers performance metrics for CTV mirror those of advertisers,leading with incremental reach and frequency(44 percent).In general,

83、action-oriented performance metrics,such as completion rates(36 percent for publishers and 32 percent for advertisers)and purchase intent(33 percent for publishers and 26 percent for advertisers),were slightly more important metrics to publishers than to advertisers.Incremental Reach and Frequency44

84、%Viewability37%AD Completion Rates(Seprate From Viewability)36%Brand Awareess34%Purchase Intent(Drive Sales KPIs)33%Complement Media Mix33%Brand Lift29%Ad Recall28%Drive to eCommerce Site24%Footfall Measurement19%Publisher Top Success Metrics for CTVMAKING THE GRADE27CTV IN EUROPEMaking The GradeIn

85、the dynamic landscape of Connected TV(CTV)advertising,alignment between buyers and sellers is paramount to address evolving challenges.We must confront issues head-on,particularly in the realm of CTV,where measurement and reporting standards vary.Publishers should spearhead initiatives to establish

86、a unified framework for CTV,addressing concerns like frequency capping and ensuring transparent pricing reflective of inventory quality and device specifications.By collectively defining buying routes based on client objectives and KPIs,and integrating CTV into the briefing process from the outset,w

87、e can elevate its significance and prevent it from being an afterthought.Furthermore,its important to debunk the misconception that viewability is inherent in CTV.As the market expands with new providers competing alongside traditional players,ensuring ads are fully viewable and play-through is non-

88、negotiable.This safeguards against disparities in inventory quality and reinforces the value of premium CTV experiences.The rise of data-driven outcomes in programmatic buying reflects broader trends in digital media.As traditional channels embrace digitalisation,the focus on measurable performance

89、intensifies.The dwindling efficacy of cookies underscores the importance of first-party data,prompting businesses to capitalize on their data assets.This shift underscores the need for adaptable strategies and a departure from linear TV mindsets.In essence,success in the modern advertising landscape

90、 hinges on collaboration,innovation,and a commitment to performance and outcomes.Michelle SarpongCommercial Lead28CTV IN EUROPEMaking The GradeOne of the main challenges in CTV is that theres no standard form of measurement,which makes it difficult for advertisers to gain insight into campaign perfo

91、rmance.Work needs to be done across the industry to help make data assets and activation methodologies more seamless and interoperable.With the help of trade bodies such as the IAB,sellers and buyers can work together to establish common frameworks around taxonomy,matching methodologies and data qua

92、lity.In addition to this,its important to choose partners who have strong brand safety teams and work directly with household media owners to mitigate fraud.Overall,fostering greater collaboration between the buy and sell sides is paramount to addressing the challenges advertisers face.Increased tra

93、nsparency on the sell side and packaging their first-party data in ways that provide valuable insights will help to create alignment with advertisers.Weve seen more and more CTV ad dollars being transacted programmatically as advertisers embrace programmatic for its ease of use,agility,and data-driv

94、en buys.Programmatic essentially aims to solve for some of the more manual linear TV workflows as well as its limited addressability and flexibility.With more advertisers taking note of the benefits of programmatic,this is a trend that will continue to grow.Advertisers should no longer be looking at

95、 programmatic as an afterthought but as an essential part of their strategy to bring more efficiency and accountability into their media investments.Sam WilsonManaging Director,CTV,EMEA29CTV IN EUROPEMaking The GradeTV buyers are accustomed to understanding exactly where within programmes they are p

96、lacing their media budgets,this show-level transparency of placement provides not only a measure of brand suitability and media quality,but also a better end-user experience with more relevant advertising.Advertisers need to prove incremental reach to continue pushing the value of CTV.While viewer c

97、onsumption is fragmented from the buyer experience,it is still the main indicator of performance.The industry needs to collaborate across publishers and TV manufacturers to develop a common measurement framework that includes walled gardens.Whilst CTV has an inherently high rate of ad viewability,it

98、 should not be assumed that all ads are viewable.For example,home viewers may turn their TVs off,but the connected streaming devices,such as game consoles or sticks,can still stream content.If the TV is switched off,then the ad cant be viewed by the end user and should not be billable.This is happen

99、ing at a significant enough rate for it to be prioritised as an industry-wide challenge.Alice BeecroftSenior Director,Global Strategy&PartnershipsConnected TV solutions vary in their capabilities.To achieve precise targeting beyond socio-demographic factors,publishers must enhance their inventory wi

100、th more data,transparency and information on consumption habits.In the French market,we have bolstered our CTV strategies with robust targeting methodologies.French broadcasters have created valuable third-party data partnerships with key retailers,enabling advertisers to tailor custom audiences.Yet

101、,despite improved data capabilities,there is still a lack of standardised measurement.Establishing an accurate framework for measurement is crucial.We prioritise a programmatic approach in our CTV activations,as it offers flexibility in media buying and investment control.Additionally,programmatic m

102、odels facilitate alignment to quality standards,which are co-created with clients.Emmanuel CregoManaging Director30CTV IN EUROPEThe Missing IngredientsQuality,Transparency and Brand Suitability3031CTV IN EUROPEThe Truth About CTV Quality 3x1 in 31/3While many advertisers consider CTV to be safe,chal

103、lenges remain.For example,DV discovered that CTV fraud schemes have tripled over the past few years as fraudsters find new and creative ways to siphon dollars from high-value campaigns.Additionally,we found that one in three CTV impressions serve into environments where the television is actually tu

104、rned off.As inventory volume increases,so too does reputation risk for brands if they do not know where their ads are running.There is a wide variety of potentially harmful or inappropriate content,even in top CTV apps,including Inflammatory Politics&News and Violent content.Unfortunately,this can r

105、esult in ads playing in environments that damage a brands reputation even when buying directly from publishers who may be tapping into their first party data to help extend campaign reach beyond their own native properties.The number of CTV fraud schemes has tripled since 2020*CTV impressions serve

106、into environments where the television is actually turned off*Of both advertisers and publishers report that brand safety and suitability on CTV is either a significant challenge,or the biggest challenge to investing in CTVTHE MISSING INGREDIENTS*Source:DV Global Insights Report 2023*Source:DVs Ulti

107、mate Guide to CTV Measurement32CTV IN EUROPEThe Need for Brand Safety and Program-Level TransparencyWhile some metadata can be gathered to assess CTV brand suitability,only one-third(33 percent)of advertisers state that their CTV campaigns are always or frequently focused on specific shows,genres or

108、 other video-level data,whilst the same number of advertisers state that this only happens sometimes.This means that there is still a lot of work to be done to ensure advertisers have transparency into the shows their ads are placed alongside.This will go a long way to building trust around brand sa

109、fety and suitability.Dont KnowNeverRarelySometimesFrequentlyAlwaysHow Often Are Your CTV Campaigns Focused on Specific Shows,Genres or Other Video-level Data?7%8%19%33%24%9%9%7%11%25%34%14%5%12%19%47%16%2%All RespondentsTraditionalMedia PlannersProgramatic BuyersTHE MISSING INGREDIENTSAs a result of

110、 rounding,figures in this graph may not add up to 100%33CTV IN EUROPEOf brand and agency respondents reported that CTV quality measurement was very difficult to incorporate into CTV campaigns33%Of publisher and broadcast respondents reported that CTV quality measurement was very difficult to incorpo

111、rate into CTV campaigns36%How Challenging Is It To Incorporate Media Quality Measurement Into CTV Campaigns On A Scale Of 1(Not At All Challenging)To 5(Extremely Challenging)?Media Quality Measurement Is a Major Challenge for CTV Advertising and Publishing in EuropeWhile quality measurement is impor

112、tant to both advertisers and publishers,many are struggling with how to incorporate it into their CTV campaigns.Thirty-three percent of advertisers and 36 percent of publishers stated that incorporating media quality measurement into CTV campaigns is a“significant”or“the biggest”challenge,and 8 perc

113、ent of advertisers stated that it is“the biggest”challenge they face.On the publisher side,29 percent of traditional media planners and 30 percent of programmatic advertisers say that incorporating media quality measurement is a“significant”or“the biggest”challenge.THE MISSING INGREDIENTS34CTV IN EU

114、ROPETransparency into Where Ad Placements Appear On CTV Is Low Of all respondents surveyed(on both the advertiser and the publisher side),one-third(30 percent)stated that they know exactly which apps or placements the ads are run on.With programmatic advertisers,this number was even lower at 21 perc

115、ent,as opposed to 34 percent for traditional media planners.This makes the need for verification clear,especially as investments in CTV including programmatic CTV advertising grow.30%AdvertisersPublishers30%47%46%10%14%14%9%Do You Have Transparency Into Which CTV Apps/Placements Your AdvertsAre Plac

116、ed on From The Supply or Demand Side?Yes,I know exactly which apps/placements the ads are placed onI have some insight into the type of apps/placements the ads are place onI have no insight into which apps/placements the ads are placed onI dont knowTHE MISSING INGREDIENTSAs a result of rounding,figu

117、res in this graph may not add up to 100%35CTV IN EUROPETransparency Must Be Addressed Across EuropeDespite the share of CTV investment in western Europe being reported as the second highest in Europe,they had the lowest percentage of respondents who stated they“know exactly”where their ads are place

118、d.Meanwhile,central and eastern Europe,the region that reported the highest consideration of CTV when advertising/planning,reported the highest percentage of respondents who“know exactly”where their ads are placed.Northern EuropeSouthern EuropeCentral&Eastern EuropeWestern Europe28%30%33%23%46%19%12

119、%16%16%41%42%43%22%14%6%10%Do You Have Transparency Into Which CTV Apps/Placements Your Ads Are Placed on From the Supply Side?THE MISSING INGREDIENTSYes,I know exactly which apps/placements the ads are placed onI have some insight into the type of apps/placements the ads are place onI have no insig

120、ht into which apps/placements the ads are placed onI dont know36CTV IN EUROPE8%25%Southern EuropeNorthern Europe25%13%11%19%Central&Eastern Europe8%34%Western EuropeWestern Europe Is Most Challenged by Incorporating Media Quality into CTV Campaigns When we look regionally across Europe,42 percent of

121、 western European respondents say that incorporating media quality measurement is a“significant”or“the biggest”challenge,followed by northern Europe at 38 percent.Notably,central and eastern Europe,the region that considers CTV most when planning and advertising,reported the lowest percentage of “si

122、gnificant”or“the biggest”challenge responses,at 30 percent.THE MISSING INGREDIENTSHow Challenging Is it to Incorporate Media Quality Mesaurement into CTV Campaigns?(Advertisers)A Significant ChallengeThe Biggest Challenge37CTV IN EUROPEQuality Verification On CTV Is Used By Half or Less of Both Adve

123、rtisers And Publishers Adopting verification as part of CTV buys is part of the equation for some CTV advertisers and publishers.However,in most cases,advertisers and publishers of CTV inventory across Europe have not adopted basic quality protections.The highest level of adoption is around brand sa

124、fety,where half of advertisers say they are leveraging some form of verification.THE MISSING INGREDIENTSWhich Solutions Are You Using for CTV Activation?41%50%Brand Safety&Suitability Measurement37%41%Fraud Measurement 39%44%ViewabilityMeasurement38%40%Geographical Measurement36%35%Fully On-screen44

125、%40%Impression Verification22%30%Attention25%24%Video Quality Protection(Filtering)AdvertisersPublishers38CTV IN EUROPEProgrammatic Buyers Are Ahead of Traditional Media Buyers inTheir Use ofQuality ProtectionWith the exception of fraud and attention measurement,programmatic advertisers are more lik

126、ely to leverage quality tools when executing buys on CTV.This may be due to the fact that traditional media buyers consider CTV to be an inherently safe environment.THE MISSING INGREDIENTSWhich Solutions Are You Using for CTV Activation?41%40%Fraud Measurement 30%51%Brand Safety&Suitability Measurem

127、ent44%39%ViewabilityMeasurement58%27%Geographical Measurement33%25%Fully On-screen43%58%ImpressionVerification25%14%Attention25%21%Video Quality Protection(Filtering)Traditional Media PlannersProgrammatic Buyers39CTV IN EUROPEQuality Solutions:Advertiser Regional DifferencesWhile use of different so

128、lutions varies across regions,brand safety and suitability and viewability are consistently prioritised.THE MISSING INGREDIENTSWhich Solutions Are You Using for CTV Activations?(Top 5)Northern EuropeFully On-ScreenFraud MeasurementViewability MeasurementVideo Quality Protection(Filtering)Brand Safet

129、y&Suitability Measurement47%47%38%31%25%Southern Europe46%46%42%42%36%Viewability MeasurementFraud MeasurementBrand Safety&Suitability MeasurementGeographical MeasurementVideo Quality Protection(Filtering)Central&Eastern Europe48%48%47%45%35%Brand Safety&Suitability Measurement Impression Verficatio

130、nGeographical MeasurementViewability MeasurementFraud MeasurementWestern Europe46%43%36%35%35%Brand Safety&Suitability MeasurementViewability MeasurementGeographical MeasurementFully On-Screen Impression Verfication40CTV IN EUROPEQuality Solutions:Publisher Regional DifferencesFor publishers,deployi

131、ng solutions to combat fraud is consistent across all regions,and fully on-screen also ranks amongst the top solutions across regions suggesting publishers are focused on ensuring ads are delivered in a well-lit,impactful environment.THE MISSING INGREDIENTSWhich Solutions Are You Using for CTV Activ

132、ations?(Top 5)Northern EuropeFraud MeasurementFully On-ScreenVideo Quality Protection(Filtering)Viewability MeasurementGeographical Measurement44%41%41%38%33%Southern Europe43%40%38%36%34%Impression VerificationBrand Safety&Suitability MeasurementFraud MeasurementViewability MeasurementFully On-Scre

133、enCentral&Eastern Europe43%42%38%37%35%Fraud MeasurementViewability MeasurementFully On-ScreenImpression VerificationBrand Safety&Suitability MeasurementWestern Europe41%41%41%38%34%Fraud MeasurementBrand Safety&Suitability MeasurementGeographical MeasurementViewability MeasurementFully On-Screen41C

134、TV IN EUROPEThe Missing IngredientsShow-level transparency easily wins the hearts and minds of many advertisers across the CTV landscape as it marries critical information and insight with flexibility.Those who previously opted for exclusively traditional TV no longer need to solely rely on a specif

135、ic show to capture their key audience,with the availability of real-time data.A data-driven streaming strategy allows for accuracy and precision at a level that remains irreplaceable across traditional TV.In todays TV landscape,advertisers should opt for a total TV approach and utilise the multitude

136、 of opportunities at their disposal to reach those they might have previously missed.Arguably more important than show-level transparency to the overall success of any advertising campaign is,however,audience data.With an in-depth understanding of a target audience such as which apps they prefer,the

137、ir favourite content type or their acceptability of adverts varying across TV environments,advertisers can see maximum effectiveness.Alex HoleVice President and General ManagerQuality measurement in CTV isnt just about inventory;its about brand suitability.What resonates or is suitable for one audie

138、nce,may not be for another.Embracing brand safety and verification solutions,fosters trust and credibility by contextualising ad placements.Encouraging tag acceptance is crucial in enhancing transparency.Advertisers and publishers alike should collaborate on tagging standards and content sensitivity

139、 to ensure a balanced approach to content monetization.Adam LynchDirector Broadcaster Partnerships42CTV IN EUROPEThe Missing IngredientsCTV and broadcasting platforms have long been viewed as high-quality environments.However,this reputation can also render CTV a target for fraudsters aiming to expl

140、oit and capitalise on the revenue linked with premium media placements.Moreover,while CTV is typically perceived as highly viewable,there are nuanced factors to consider.For example,if an advertisement is displayed on a device with the TV screen turned off,it cannot be deemed viewable.Measurement pr

141、oviders like DoubleVerify are actively tackling these concerns.The core principles of Brand Safety and Suitability remain consistent regardless of channel,which are transparency,control and measurement.Understanding precisely where your advertisement is placed and having the ability to drive optimis

142、ation is as crucial as ever for brands.The CTV landscape has historically grappled with fragmentation and technological limitations,hindering the development of these vital elements through the ecosystem.While progress has certainly been made,there is still room for further advancement,which are key

143、 to reducing brand safety and suitability concerns across CTV.Alex ThomasDirector,Brand Safety&Responsible Investment43CTV IN EUROPELooking to TomorrowWhats Next for CTV Advertising in Europe?4344CTV IN EUROPECTV Spend Outlook Is Positive Across Publishers and AdvertisersIn the next 12 months,both p

144、ublishers and advertisers are bullish on the amount they intend to spend or invest in CTV.Over three quarters(78 percent)of advertisers plan to raise their spend over the next 12 months.Publishers are not planning to increase spend as significantly,but just over two-thirds(69 percent)plan an increas

145、e in the next 12 months.LOOKING TO TOMORROWNext 12 Months69%12%19%Next 12 Months78%4%18%Publisher/Broadcaster(Sell-side)Advertiser(Buy-side)Do You Plan to Increase Your Planning/Spend on CTV Over the Next 12 Months?IncreaseNo ChangeDecrease45CTV IN EUROPEAddressability andActionability:TheNext Chapt

146、er ofCTV AdvertisingBoth advertisers and publishers strongly believe that addressability and actionability are on the horizon.The ability to take action or purchase directly from ads shown on CTV devices has the potential to shift the way CTV is used in the media mix to drive outcomes for advertiser

147、s and publishers,which has the potential to make their inventory even more attractive.LOOKING TO TOMORROWAdvertisersPublishersBelief that ads/media will be addressable via CTV activations in the next 12-18 monthsTV Ads/Media Will Be AddressableVia CTV Activations95%89%46CTV IN EUROPESummary of Key T

148、akeaways From ResearchThe CTV(Connected TV)investment landscape is poised for significant growth,driven by the capacity to scale audiences and achieve cost efficiencies.However,to capitalise on this growth there is a recognised need for improvements in reporting and measurement.Incorporating media q

149、uality measurement presents a current challenge,with just half of buyers implementing brand safety and suitability solutions to safeguard their ad spend.Furthermore,transparency into the placement of ads is lacking,as less than a third of buyers consider transparency in CTV ad placement to be satisf

150、actory.Despite these challenges,CTV ad investments are anticipated to rise,with a projection for an increase in the addressable TV ads via CTV activations.This outlook reflects the evolving nature of CTV advertising and the growing importance of this channel in the broader media landscape.CTV is a n

151、ecessary string to an advertisers bow,and although the emphasis remains on building brand awareness and reach,its digital nature provides enhanced control over frequency,context and measurement,winning advertisers with transparency and flexibility.As highlighted in this first-of-its-kind research,th

152、ere exists a common misconception among advertisers that every CTV impression is inherently safe and aligns with an advertisers brand values.However,this assumption is often far from reality.The fact is,a diverse range of potentially harmful or inappropriate content can be found across various CTV a

153、pps.By embracing CTV as an integral part of a connected strategy,alongside a verification strategy,brands gain the ability to craft transformative experiences,ultimately driving significant business results in a brand safe environment.Helen MussardChief Marketing OfficerFelicity DudleyEMEA Marketing

154、 Director47CTV IN EUROPESummary of Key Takeaways From ResearchCTV is top-of-mind for brands and agencies when developing their media strategies.More than 50 percent of advertisers said that they“always”or“frequently”consider CTV when planning or buying media.This is most prevalent in central and eas

155、tern EuropeFor advertisers,CTV provides an opportunity to access premium programming at scale expanding and augmenting audiences they may already reach on linear TV.More than 50 percent of advertisers cited scale as one of their key priorities.CTV is key to the media plan as just under two-thirds of

156、 buyers are investing to complement the media mix.These drivers are largely consistent across regions in Europe.The implementation of media quality measurement is a challenge with two-thirds of advertiser and just over two-thirds of publisher respondents reporting that quality measurement was very d

157、ifficult to incorporate into CTV campaigns.Quality verification on CTV is used by just less than half of both advertisers and publishers,highlighting that more education is needed to raise awareness of the importance of quality.There is work to be done in terms of transparency.Less than one-third of

158、 all respondents reported that they know exactly where their CTV ads are being placed and this is even lower for programmatic placements.This further demonstrates the importance of media verification and quality control measures.Publishers operating in CTV offer are prioritising convincing new buyer

159、s to begin advertising on CTV to grow their business.CTV is driven by advertisers need to increase brand awareness as well as the desire to reach new audiences.Programmatic Advertising on CTV gains ground,but lags behind traditional media buys48CTV IN EUROPEEnhance Your Media Quality on CTVDV Video

160、Complete offers the industrys most comprehensive set of video measurement and protection solutions that enable brands to authenticate the quality and performance of their media across devices,including CTV.DVs solutions offer pre-and post-bid measurement and protection on direct campaigns across pla

161、tforms,channels and formats.DVs CTV solutions are consistently first-to-market and feature many MRC-accredited metrics and protections.CompleteOffering extensive coverage on video campaigns globally via DV Video CompleteAccreditedMRC-accredited video and CTV solutions across fraud,brand suitability,

162、Fully On-Screen,DV Video Filtering and moreIndustry-Leading SolutionsDV is consistently first to market with innovative solutions,including:Tagging:Via the DV Video OmniTag Fraud:DVs CTV Fraud Lab and deterministicfraud capabilities Viewability:Scaled CTV viewability metricsand protection solutions

163、Brand Suitability:Numerous suitability categoriesand app store data Active Protections:DV Video Filtering andpre-bid activation49CTV IN EUROPEAchieve Clarity and Confidence in Your Digital InvestmentMeasure media quality and performance on your video campaigns with the DV Authentic Ad and DV Authent

164、ic Attention.About DVDoubleVerify(“DV”)is the industrys leading media effectiveness platform that leverages AI to drive superior outcomes for global brands.By creating more effective,transparent ad transactions,we make the digital advertising ecosystem stronger,safer and more secure,thereby preservi

165、ng the fair value exchange between buyers and sellers of digital media.Learn more at www.D.DV Authentic Attention is DVs attention measurement solution that provides granular insights into campaign performance across channels including CTV.Advertisers can leverage this solution to analyze campaign p

166、erformance and improve future campaign planning with actionable insights that are delivered in near real-time.DV offers brands and advertisers comprehensive coverage on CTV giving you clarity and confidence in your digital investment.The DV Authentic Ad is a proprietary metric that ensures both medi

167、a quality and media effectiveness.To be counted as Authentic,an ad must be fully viewable by a real human in a brand-suitable environment and in the intended geography.www.IABEurope.euHelen MussardChief Marketing Officer,IAB EuropeMussardIABEurope.euMarie-Clare PuffettIndustry Development&Insights D

168、irector,IAB EuropePuffettIABEurope.euwww.DoubleVDavid GoddardVice President,BusinessDevelopment,DoubleVerifyDavid.GoddardDoubleVNick ReidSVP&Managing Director EMEA,DoubleVerifyNick.ReidDoubleV2024 DoubleVerify.All rights reserved.This document contains proprietary information of DoubleVerify and is protected by copyright and other state and federal laws.