Navigating the European CTV market

Combining linear TV’s broad reach with digital media’s precise targeting, CTV is revolutionising the advertising landscape, set to grow at over 10% annually through 2028. To better understand this shift, Rakuten Advertising surveyed marketers across Europe for our recent report, ‘The New Frontier of Advertising: Navigating the European Connected TV Market,’ in collaboration with Google Ad Manager. This blog delves into key findings, focusing on trends in the UK, Germany, France, Spain, and Italy. To dive deeper into the future of CTV advertising, download the report today!

Enhanced targeting and audience insights

Our study reveals a strong demand for better targeting capabilities, with 59% of industry experts stressing the need for deeper audience insights to refine their advertising strategies. This isn’t just about reaching a broader audience but engaging them in a meaningful way that drives recall and conversions. To meet these challenges, Rakuten Advertising employs performance-driven, people-centric ad solutions, backed by advanced technology and comprehensive data insights, allowing brands to connect with highly engaged audiences.

A thirst for original content

A significant 57% of respondents express a growing demand for original content, emphasising the need for unique and engaging programming. This trend transcends mere airtime filling; it’s about crafting valuable content that captivates and retains viewers, offering advertisers premium environments for their campaigns.

Strategic partnerships and brand safety

Nearly half of the survey participants are asking for more industry collaboration and strategic partnerships to enhance content quality and extend reach. This call for cooperation extends to brand safety, with only 29% of respondents thinking it’s the publisher’s sole responsibility to prevent ad fraud. This shows a broader industry consensus that brand safety is a shared responsibility and needs a collective effort from all stakeholders.

Regional differences and customised approaches

Understanding market nuances is essential for effectively tailoring CTV strategies. Our research highlights significant regional variations within Europe: privacy and data concerns are higher in France and Italy than in the UK, while inappropriate content worries both German and French advertisers. Recognising these differences is key to developing targeted strategies that are truly effective in each market.

UK marketers prioritise ad placement and fraud prevention

In the UK, CTV advertising leans heavily towards optimising ad placement (54%) and tackling fraud. A significant portion of respondents also value robust brand safety policies and third-party verification to ensure ads are correctly placed and protected. Media buyers should consider providers that utilise advanced verification tools, which ensure robust brand safety measures to maximise both reach and impact.

As the CTV landscape continues to evolve, understanding its complexities becomes crucial. Our report, “The New Frontier of Advertising: Navigating the European Connected TV Market” co-created with Google Ad Manager, offers a detailed exploration of this dynamic field. It’s more than just data; it’s a roadmap for confidently navigating the fragmented market with strategic foresight. Unlock more insights: download the full report.