With Marketing Budgets Under Pressure, CTV Measurement is More Important Than Ever

Tim Cross 17 April, 2024 

There are plenty of positive trends towards CTV investment in Europe, says Stefanie Briec, Director of Demand Sales, UK & EMEA at AudienceXpress. But there are challenges for the year ahead too. Fragmentation remains a challenge, and for brands whose marketing budgets are being squeezed, it’s vital that they’re able to prove their CTV investment work. This means effectively measuring who they’ve reached and how many times across different CTV providers.

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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2024-04-17T14:33:27+01:00

About the Author:

Tim Cross is Assistant Editor at VideoWeek.
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