We asked respondents to choose which buying group most closely matched their current team. If they said none of them
matched, they were kindly removed from the survey panel. Each buying group is evenly represented in the following results.
Digital Investment
Video/Traditional
Investment
Programmatic Innovation
Plans all things digital. May
hand off to programmatic
team to execute. Looking to
impress clients.
Goals:
• High Performance
• Scale
• Exceed Client Goals
Goals:
• Quality of Inventory
• Upfront
Commitment Execution
Hands - on - keyboard or
programmatic strategist.
Recently onboarded CTV
buying capabilities at scale.
Expert in linear planning and
buying. Looking to expand the
team's capabilities. Early
adopter of CTV.
Goals:
• High Performance
• Low Costs
• Ease of Activation
Small team of strategists.
Looking for the new and flashy
capabilities. Works across
many clients and verticals.
Goals:
• Unlocking New Revenue
• Scalability
• PR
CTV Buying Comfort CTV Buying Comfort CTV Buying Comfort CTV Buying Comfort
LOW HIGH LOW HIGH LOW HIGH LOW HIGH
