根据 Gracenote 的调查，尽管品牌知名度是营销人员的首要目标，但 80% 的营销人员仍在使用以绩效为导向的定位策略。
NEW YORK - Oct. 1, 2025 – 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.
当被问及这笔可观的 CTV 支出的目标时，媒体专业人士表示，品牌知名度是首要目标，其次是收入增长和客户获取。而通常依赖效果营销的客户维系则排在第四位。为了更好地实现战略目标，Gracenote 报告认为，营销人员应不断改进方法，利用更多基于内容的定位来接触新的潜在消费者，并保持优质品牌的一致性。
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.
"Gracenote 合作伙伴关系副总裁 Jake Richardson 说："CCTV 未能达到营销人员对这一最大屏幕所期望的规模和优质覆盖率，这主要是由于使用了狭隘的定向策略。"通过在 CTV 营销活动中更好地利用上下文定位功能，他们有了新的机会来推动广告支出的回报和他们一直在寻找的规模。
Gracenote 在娱乐搜索和发现功能方面拥有悠久的历史，可帮助电视平台将观众与有共鸣的内容联系起来。现在，该公司正通过提供新产品和建立战略合作伙伴关系，利用其黄金标准的内容元数据、分类法和 ID，积极推动更有效的程序化 CTV 广告。
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.
关于 Gracenote
Gracenote is the content data business unit of Nielsen, providing entertainment metadata, content IDs and related offerings to the world’s 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.
媒体联系方式
Gracenote
马克-山田
mark.yamada@nielsen.com
