Nearly a quarter of marketers plan to increase connected TV advertising

Nearly a quarter (23.6%) of marketers plan to increase their spending on connected TV campaigns, according to a new survey from tvScientific, an advertising platform.

The study, which collected responses from more than 600 marketing professionals in Q4 of 2023, found that 35% of respondents plan to increase their overall ad spend in 2024.

“Finally, we have validation from a large group of marketers of what we have always known — TV is a superior and highly effective medium that can now be connected to business outcomes,” Jason Fairchild, co-founder and CEO of tvScientific, said in a statement. “Marketers are putting their money where their results are, with CTV leading all mediums in terms of planned investment increase for ‘24.”

Additional findings from the tvScientific survey include:

• 65% of advertisers report an increase in sales when performance TV is added alongside other paid channels such as search and social.
• With a diverse marketing mix, 68% of respondents say their company’s brand awareness has increased since using performance TV.
• 62% of respondents said it’s easy for them and their team to prove TV’s impact.

“We expect advertisers will continue making intelligent, bold investments in performance TV as it helps brands drive more engagement, ROAS, and sales in 2024,” Fairchild said in a statement. “With structural changes underway in other digital advertising channels, CTV’s addressability, accessibility, and efficiency are poised to change the game for advertisers of every description.” Media Play News