Menurut Gracenote, 80% pemasar masih menggunakan taktik penargetan yang berorientasi pada kinerja meskipun mengutip kesadaran merek sebagai tujuan utama
NEW YORK - Oct. 1, 2025 โ A new report from Gracenote, the content data business unit of Nielsen, identifies a misalignment in connected TV (CTV) advertising: While marketers are prioritizing top-of-the-funnel brand building objectives for their CTV campaigns, in practice, many are employing targeting tactics better suited to reaching smaller audience segments with precision. Current reliance on user- and audience-based targeting is impacting marketers’ ability to achieve critical scale and effectiveness with their large investment CTV buys. This is likely why 32% of media professionals surveyed by Gracenote for the report say they don’t view CTV to be very effective as a media channel.
Marketers understand that CTV is where consumers are today so naturally the channel is playing an increasingly important role in their media plans. In fact, the IAB expects U.S. ad spending on CTV to reach $26.6 billion this year, up 12% from 2024. According to the Gracenote survey, nearly one-in-three survey respondents report allocating 40% or more of their budgets to CTV.
Ketika ditanya tentang tujuan dari pengeluaran CTV yang cukup besar ini, para profesional media mengindikasikan bahwa kesadaran merek merupakan tujuan utama, diikuti oleh pertumbuhan pendapatan dan akuisisi pelanggan. Retensi pelanggan, yang biasanya bersandar pada pemasaran kinerja, berada di peringkat keempat. Untuk memenuhi tujuan strategis mereka dengan lebih baik, laporan Gracenote menegaskan bahwa para pemasar harus mengembangkan pendekatan mereka dan meningkatkan penargetan berbasis konten untuk menjangkau konsumen potensial baru dan mempertahankan keselarasan merek premium.
By focusing on what consumers are watching in addition to who’s watching, marketers can open new opportunities to meet their top objectives and achieve the scale needed to drive brand building and customer acquisition. The availability of program-level data organized in a structured taxonomy enables the industry to better leverage contextually targeted CTV advertising to drive business results.
"CTV belum memberikan skala dan jangkauan premium yang diharapkan oleh para pemasar dari layar terbesar di rumah yang sebagian besar didasarkan pada penggunaan taktik penargetan yang sempit," kata Jake Richardson, Wakil Presiden Kemitraan di Gracenote. "Dengan memanfaatkan kemampuan penargetan kontekstual yang lebih baik dengan kampanye CTV mereka, mereka memiliki peluang baru untuk mendorong laba atas belanja iklan dan skala yang selama ini mereka cari."
Gracenote memiliki sejarah panjang dalam mendukung kemampuan pencarian dan penemuan hiburan yang membantu platform TV menghubungkan pemirsa dengan konten yang sesuai. Sekarang, perusahaan ini secara aktif memungkinkan iklan CTV terprogram yang lebih efektif melalui penawaran produk baru dan kemitraan strategis yang memanfaatkan metadata, taksonomi, dan ID konten berstandar emas.
The new Gracenote report captures data from a recent survey of U.S.-based brand and agency executives with influence over media planning and buying decisions. Industries in focus included media and entertainment, telecommunications, retail, financial services, automotive, consumer packaged goods and health care/pharmaceutical. The report is available for download here. Learn more about Gracenote Contextual Video Data here.
About Gracenote
Gracenote is the content data business unit of Nielsen, providing entertainment metadata, content IDs and related offerings to the worldโs leading creators, distributors and platforms. Gracenote has aggregated, normalized and enriched core program metadata covering 40M+ titles in 260+ streaming catalogs in 35 languages and 80+ countries. Gracenote technology enables advanced content navigation and discovery capabilities helping individuals to easily connect to the TV shows, movies, music and sports they love while delivering powerful content analytics making complex business decisions simpler. For more information, visit Gracenote.com.
Media Contact
Gracenote
Mark Yamada
mark.yamada@nielsen.com
