While buyers are comfortable planning CTV overall, they are less confident purchasing it.
Overall comfort level increased
significantly from 2022 to 2023
with the average buyer rating their
comfort 8.5 out of 10.
However, respondents are less confident purchasing CTV than planning for it.
Specifically, the Video/Traditional Investment team discovered a 1 - point drop
between planning and purchasing comfort.
2022 CTV Buying Comfort
7.6
2023 CTV Buying Comfort
8.5
Video/Traditional
Investment
8.60
Planning
7.57
Purchasing
Digital Investment
8.03
Planning
7.45
Purchasing
Innovation
8.69
Planning
8.42
Purchasing
Programmatic
8.68
Planning
8.21
Purchasing
