New research reported by Adweek raises an important question for advertisers investing in Connected TV.
According to the study, standard IP-based CTV targeting reached the intended geographic target only 23% of the time.
In other words, around three in four impressions may not be landing where advertisers believe they are.
That is a major reminder for the whole media industry.
Because digital channels are often sold on precision.
Precise targeting.
Precise measurement.
Precise attribution.
Precise optimisation.
But when the underlying data signal is weak, precision can quickly become an illusion.
For marketers, this does not mean CTV has no value. Far from it.
Connected TV can be a powerful channel for reach, storytelling and premium video environments.
But it does mean we need to ask harder questions about data quality, identity signals, verification and measurement.
From our perspective, this reinforces a broader point about media planning.
Effectiveness is not created by choosing the newest channel.
It is created by choosing the right channel, for the right objective, with evidence you can trust.
Physical media, digital media, CTV, social, search, retail media, every channel has a role.
But every channel also needs scrutiny.
Because in today’s fragmented media landscape, confidence matters as much as reach.
And sometimes the most important question is not:
“Can we target this audience?”
It is:
“How sure are we that we actually did?”
#ELMA #MediaPlanning #CTV #ConnectedTV #AdvertisingEffectiveness #DataQuality #MarketingMeasurement #RetailMedia #MarketingStrategy #MediaMix #AttentionEconomy