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2023 Advanced TV Uncovered


Ad Tech Connected TV Market Overview
Ad Tech Connected TV Market Overview Video

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The study explored UK marketers’ perspective over the next 12 months, highlighting a cautious approach to marketing spend in light of the current economic climate. It also uncovered that confidence in Advanced TV, including video-on-demand (VOD), Connected TV (CTV), OTT and addressable linear TV, remains strong among those surveyed.

The UK market appears to be particularly sensitive to current economic uncertainty compared to the other EU5 markets surveyed (Germany, France, Italy, Spain), as UK respondents show caution around boosting overall marketing investments. Most will not ‘go dark’ in the year ahead, however, with 53% planning to at least sustain current levels of spend or even increase it.

500 marketing decision makers or influencers in the UK, France, Germany, Italy and Spain (EU5) were surveyed (Between 18 July and 22 July 2022) by independent media research firm CoLab Media Consulting, on behalf of AudienceXpress. The study aims to understand how advertisers and agencies across these five European countries are adapting to the current market forces; how they are adjusting spending priorities and preparing for the year ahead.

By Emmanuel Josserand, Sr Director Brand, Agency and Industry Relations


FreeWheel helps the largest players in the television industry to manage and generate revenue from their ad-supported content.

Posted on: Monday 21 November 2022