CTV Advertisers Are Foundering Using Linear TV Creative

CTV Advertisers Are Foundering Using Linear TV Creative

Exclusive research shows many brands in need of greater flexibility


Connected TV (CTV) promises a whole new way for advertisers to approach their campaign creative. So, why are so many brands still using the strategies and tactics they’ve been using for linear TV?

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Based on an exclusive survey of more than 100 U.S. brand marketers conducted by Adweek Branded for MNTN, “Are Brands Ready for a More Creative Approach to CTV?” found that advertisers have not yet fully embraced the creative flexibility of CTV. But CTV’s insight-driven test-and-learn approach will become more critical as ad-supported streaming soars over the coming year.

Among the key findings:

  • A surprising reliance on branding: Despite CTV’s reputation as a performance channel, more than half (53%) of survey respondents said their CTV focus is on brand equity and awareness.
  • Using linear TV assets: Even with concerns about ads repeating on CTV, 71% of advertisers said they use the same amount of creative on CTV as they do on linear.
  • Playing it safe creatively: Nearly half (48%) of respondents disagreed that they experiment frequently with CTV creative.

It’s time to shake up your creative approach to CTV. Download the research report.

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