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In-house media planners to ‘spend less’ on connected TV than agencies

In-house media planners to ‘spend less’ on connected TV than agencies

Half of media agency planners are reportedly expecting to spend more than 50% of their overall digital media campaigns on connected TV (CTV) this year.

According to survey research from programmatic advertising company Blis, in-house media planners expect somewhat less on CTV – just over a third (35%) of their budget this year.

As consumers get back to their lives and Covid-19 restrictions continue to lift, media planners are also preparing to increase in-app advertising budgets by 15% in the next five years, Blis has found.

According to the survey, in-app spending is expected to account for 51% of total media spending by 2026.

The study also revealed that most UK media planners (60%) are still not seeing privacy-first solutions as a key priority during 2022, with only a quarter of planners naming privacy-first solutions as one of their biggest challenges this year.

Blis, which promotes itself as a “privacy-first, location-powered programmatic advertising partner” has released the survey findings in an e-guide.

Aaron McKee, chief technology officer at at Blis, said: “Many media planners are already missing half their web audience and 80% of their most valuable in-app audience and challenges around reach, relevance and measurement will only get worse with the Chrome third-party cookie changes coming shortly.

“This is the year to try new approaches to reaching wide audiences in a way that demonstrably performs. The approaches that stand the test of time will be rooted in privacy and respect for personal data. Finding trusted privacy-first partners will help make their lives much easier – and their campaigns more effective – in the long run.”

Blis said 200 UK planners from agencies and brands were surveyed.

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