Connected TV has the broad reach for brand constructing and the targeting capabilities for performance marketing, but advertisers are holding back for various reasons.
That’s according to Samsung Ads’ Q1 2025 “Ahead of the Curve” report.
Despite consumers shifting to streaming, the report found advertisers’ mindset, over-targeting and measurement fragmentation are causing them to underinvest in CTV.
The report has seven suggestions, specifically, for advertisers and the industry.
How advertisers and platforms should re-think CTV
Adopt a full-funnel perspective
The report suggests advertisers should recognize CTV’s potential as a lower- and upper-funnel medium. CTV’s targeting, context and measurement capabilities make it a robust medium for delivering efficient, broad-reach brand messages.
Balance performance and growth
The report emphasizes brands shouldn’t sacrifice long-term brand constructing for short-term KPIs. Effective media plans should reach a broad audience, including those not committed to a product, to drive sustainable growth.
Broaden targeting
Instead of hyper-targeted campaigns, the report suggests advertisers should leverage CTV’s targeting capabilities to right-size the reach of their branding messages to “category non-rejectors.”
By reducing wasted ad spend on out-of-target consumers, budgets will be reallocated to ensure effective frequency to in-category segments. Broadening targets can improve reach, long-term growth and lower media costs.
Dig deeper: 2025 is the 12 months for B2B brands to embrace CTV
Improve measurement
The report identifies the industry’s need to develop metrics and buying mechanisms that allow for holistic planning and measurement.
This includes addressing the fragmentation of measurement across different media corporations and making a cross-publisher database for CTV that will be connected to linear TV measurement for cross-platform reach and frequency planning and optimization. CMOs need to scrutinize MMM models, the report said, to ensure they accurately reflect CTV’s value and cross-platform impact.
View CTV as a reach medium
Advertisers need to take a broader view of CTV’s digital capabilities, which provide advertisers the tools marketers need to construct effective media plans, the report said.
Consider audience
The report recommends media plans should start with the audience in mind.
(*7*)Focus on partnerships
Successful platform partnerships drive campaign results and innovation. Brands should ask their platform partners questions on cross-platform reach measurement, targeting across multiple devices, audience segment optimization, and using first-party data while maintaining privacy compliance.
Dig deeper: CTV ads beat mobile and desktop for viewer attention
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