The Advanced TV landscape has rapidly evolved through a period of unpredictability, due in part to seismic shifts in audience behaviours. During this time, one of our recent study conducted in key European markets (Germany, France, Italy, UK, Spain) suggested that video consumption through internet-enabled screens and platforms was on the rise, driving further interest in Advanced TV from advertisers and agencies.
To uncover more about industry investment, perspectives and priorities, FreeWheel commissioned CoLab Media Consulting, the independent media research firm, to gather insights on the growth of Advanced TV.
The research, conducted by media research firm CoLab Media Consulting between 23 July and 2 August 2021, is an attempt to understand how last year’s disruption has impacted spending priorities for European marketers, and how it has changed their expectations about the year ahead.
577 marketing decision makers or influencers in Italy, the UK, France, Germany and Spain were surveyed – 38% of respondents comprised advertisers and 39% agencies, with the remainder media owners or others.
The findings reveal high levels of optimism from respondents in the UK about advanced TV advertising, but also illustrate a difference of views between advertisers and agencies in relation to the benefits of adopting advanced TV advertising and its perceived obstacles.
Posted on: Thursday 21 October 2021
