Streaming platform Rakuten TV has revealed the findings of new research into UK advertisers’ views on media investment in Connected TV (CTV). While almost three quarters of advertisers plan to increase their programmatic spend in the near future, a staggering 97% have concerns around transparency.
The report, ‘A Clearer Picture’, also found that transparency and trust now outrank pricing and scale as top priorities for UK advertisers, with 42% identifying transparency as a key investment barrier. One third (33%) are concerned about ad fraud and viewability impacting trustworthiness, while only 28% of marketers are very confident that their CTV ads run in fully viewable, fraud-free environments.
To address these issues, 31% of marketers are currently seeking “better campaign performance” from curated marketplaces. Advertisers are moving toward curated, premium environments, reflecting a shift toward quality over quantity in the media mix. More than 9 in 10 (91%) of marketers say they would increase CTV investment if full transparency into where ads run was guaranteed.
Stuart Keith, Senior Director, Global Partnerships, Rakuten, said: “The programmatic CTV market isn’t emerging anymore, it’s adolescent. We’re past the post-pandemic adoption boom, but there’s still volatility and fragmentation. The players who can bring cohesion fastest, across devices, data, and content, are going to be the ones that win.
“With programmatic, you need to replicate the confidence of traditional TV buying. That means getting close to impression-level clarity – understanding audience, context, and placement – so you know exactly what you’re paying for.”
Download the report for free here.
Rakuten TV is a client of Bluestripe Group, publisher of New Digital Age.
