De acordo com a Gracenote, 80% dos profissionais de marketing ainda usam tรกticas de segmentaรงรฃo orientadas para o desempenho, apesar de citarem o reconhecimento da marca como objetivo principal
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.
Quando questionados sobre os objetivos em relaรงรฃo a esse considerรกvel gasto com CTV, os profissionais de mรญdia indicaram que o reconhecimento da marca era a principal meta, seguido pelo crescimento da receita e aquisiรงรฃo de clientes. A retenรงรฃo de clientes, que normalmente se baseia no marketing de desempenho, ficou em um distante quarto lugar. Para atingir melhor seus objetivos estratรฉgicos, o relatรณrio da Gracenote afirma que os profissionais de marketing devem evoluir suas abordagens e aproveitar mais a segmentaรงรฃo baseada em conteรบdo para alcanรงar novos consumidores em potencial e manter o alinhamento com a marca 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.
"A CTV nรฃo tem proporcionado a escala e o alcance premium que os profissionais de marketing esperam da maior tela da casa, em grande parte com base no uso de tรกticas de segmentaรงรฃo restritas", disse Jake Richardson, vice-presidente de parcerias da Gracenote. "Ao aproveitar melhor os recursos de segmentaรงรฃo contextual com suas campanhas de CTV, eles tรชm novas oportunidades de gerar retorno sobre os gastos com anรบncios e a escala que estavam procurando."
A Gracenote tem um longo histรณrico de recursos de pesquisa e descoberta de entretenimento que ajudam as plataformas de TV a conectar os espectadores a conteรบdos relevantes. Agora, a empresa estรก ativamente possibilitando uma publicidade programรกtica mais eficaz em CTV por meio de novas ofertas de produtos e parcerias estratรฉgicas, aproveitando seus metadados, taxonomia e IDs de conteรบdo padrรฃo ouro.
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
