There are numerous promising trends in CTV investment in Europe, according to Stefanie Briec, AudienceXpress’s Director of Demand Sales, UK & EMEA.
However, the coming year will also present obstacles. Fragmentation is a challenge, and firms with limited marketing budgets must be able to demonstrate the effectiveness of their CTV investments. This entails accurately measuring who they have contacted and how many times across various CTV providers.
READ MORE: The Dangers Of Overcomplicating Measurement In CTV And Overpromising On Targeting
In this interview, filmed at New Video Frontiers 2024 in London, Briec discusses:
- What factors are driving or deterring investment in CTV this year?
- What trends are taking place in how CTV is traded?
- Are we seeing growth in audience-based buying in CTV which goes beyond basic demographics?
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