Secondo Gracenote, l'80% dei marketer utilizza ancora tattiche di targeting orientate alle performance, nonostante citi la brand awareness come obiettivo principale.
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.
Alla domanda sugli obiettivi di questa ingente spesa in CTV, i professionisti dei media hanno indicato come obiettivo principale la brand awareness, seguita dalla crescita dei ricavi e dall'acquisizione di clienti. La fidelizzazione dei clienti, che di solito si basa sul performance marketing, si รจ classificata al quarto posto. Per raggiungere meglio i loro obiettivi strategici, il rapporto Gracenote afferma che i professionisti del marketing dovrebbero evolvere i loro approcci e sfruttare maggiormente il targeting basato sui contenuti per raggiungere nuovi potenziali consumatori e mantenere l'allineamento del marchio 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.
"La CTV non ha fornito la scala e la portata premium che gli operatori di marketing si aspettano dallo schermo piรน grande della casa, soprattutto a causa dell'uso di tattiche di targeting ristrette", ha dichiarato Jake Richardson, VP of Partnerships di Gracenote. "Sfruttando meglio le capacitร di targeting contestuale con le loro campagne CTV, hanno nuove opportunitร di ottenere sia il ritorno sulla spesa pubblicitaria che la portata che stavano cercando".
Gracenote ha una lunga storia di ricerca e scoperta di contenuti di intrattenimento che aiutano le piattaforme televisive a collegare gli spettatori ai contenuti piรน interessanti. Ora l'azienda รจ impegnata a rendere piรน efficace la pubblicitร programmatica per la televisione attraverso nuove offerte di prodotti e partnership strategiche che sfruttano i metadati, la tassonomia e gli ID dei suoi contenuti di qualitร superiore.
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.
Informazioni su 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
