We are delighted to announce another successful round of research for Freewheel, tracking the growth of Advanced TV among advertisers and agencies in five major markets across Europe.
Not only is this the second year of the study, allowing us to begin year-on-year analysis of results, but it effectively book-ends the worst (we hope) of the Covid-19 pandemic. Therefore we can now compare differences in how marketers planned to invest in Advanced TV in the midst of the pandemic in 2020, with how they are planning for life beyond.
It should be noted that this is a far more profound difference than just marketer confidence. According to multiple sources, including research conducted by RTL Adconnect featured here on The Drum, the use of CTV surged during the pandemic with captive audiences increasingly feasting on content via internet enabled TV.
The research highlights how much of the language and opportunities associated with Advanced TV (although perhaps not every acronym!) is now better understood across the advertising community. And the old adage that advertising dollars will always follow eyeballs is certainly borne out, with almost three-quarters of marketers surveyed planning to raise their investment in Advanced TV.
The Freewheel team have made the research available for anyone to view on their website here. We recommend also looking out for some of the novel ways they have made key topics more accessible and understandable, including the excellent “Wheel of Findings” format, here.