The Power and

Potential of CTV
in Europe
Executive Summary
As we’ve seen viewers shift from traditional TV to digital platforms, CTV advertising has experienced a massive
global transformation over the past several years. CTV’s growth is undoubtedly recognised on a global scale, but
Europe has a particularly unique market dynamic that requires special attention. While CTV cultivation in the U.S.
was influenced primarily by content newcomers like Netflix and Hulu, Europe’s market looks a little different, with
established broadcasters like the BBC installing the first major European on-demand platforms. This, coupled
with regional differences in culture, language and consumption habits, make media growth and investments vary
significantly throughout Europe and around the world.

This is why I am pleased that DV is partnering with IAB Europe — a steady voice in CTV advertising from the
Nick Reid beginning — to analyse the maturing European CTV advertising landscape and discover how it is altering media
SVP & Managing Director budgets and changing the way brands strategise their media buys.
EMEA

In this report:
• The state of CTV adoption throughout Europe • The truth about CTV quality, transparency and
brand suitability
• What advertisers and publishers hope to get
out of their CTV investments • What European CTV advertisers can expect
over the next few years
• Challenges advertisers and publishers are
facing with CTV adoption

CTV advertising is reshaping European brand strategies, and media buyers are driven to find new ways to
connect with consumers in an evolving digital landscape. This report is designed to help guide these data
points help guide advertisers and publishers as they navigate through these changes and realise the full
potential of CTV as an effective advertising medium.

CTV IN EUROPE 2
Methodology
The survey leveraged the national IAB network in Europe and
received 422 advertiser and publisher responses from across 29 Regional Breakout
markets between June and August 2023. The respondents were
In this report, regions within Europe are broken
split evenly, with 51 percent representing advertisers and 49 percent
down as follows:
representing publishers.

For the purposes of this report, we’ve designated advertisers Northern Europe
and agencies as “advertisers” and publishers, media owners,
broadcasters and CTV apps as “publishers.” Denmark, Finland, Latvia, Norway, Sweden

Defining CTV Southern Europe

Connected TV (CTV) is a subset of digital video inventory delivered Croatia, Greece, Italy, Portugal, Serbia,
via connected and dedicated devices — including smart TVs, gaming Slovenia, Spain
consoles and streaming devices — that are displayed on a TV screen,
such as a home television.
Central & Eastern Europe

Austria, Bulgaria, Czech Republic, Hungary,

Macedonia, Poland, Romania, Serbia, Slovakia,
Turkey, Ukraine

Western Europe

Belgium, France, Germany, Ireland, Netherlands,

Switzerland, U.K.

CTV IN EUROPE 3
The State of CTV
Advertising in Europe
CTV Investment Snapshot

CTV IN EUROPE 44
T H E S TAT E O F C T V A D V E RT I S I N G I N E U R O P E

Worldwide CTV Ad Spend Is Strong and Growing

Before diving into the detailed report findings, it’s
CTV Ad Spend ($USD B) CTV Ad Spend as % Share
important to recognise CTV’s growth — both from
of Video Ad Spend
a consumer and advertiser perspective — over the
past several years. CTV ad spend worldwide is
16.5%
robust and rising. In fact, eMarketer reports that 15.7%
15.5%
while mobile spend currently dominates in the
14.7%
U.K., non-mobile spend — fueled by CTV —
will surpass traditional media spend this year. $36.00
$32.20
$29.60
$25.90

2023 2024 2025 2026

Chart Source: Statista

CTV IN EUROPE 5
T H E S TAT E O F C T V A D V E RT I S I N G I N E U R O P E

Consumer Appetite for Content Continues

To Soar — Led by CTV and Streaming
The adoption of CTV and streaming Percent of Respondents That Spend More Time Consuming
services show clear momentum.
Content Online Each Day Now Compared with Pre-pandemic
An increase in subscriptions
(including free, ad-supported plans)
is fueling CTV’s ascension, with 55 51%
United
percent of respondents in the U.K. Kingdom
and 49 percent in mainland Europe 68%
having subscribed to additional United Arab 70%
streaming services in the past 12 Emirates Southeast
Asia
months.

A move to ad-supported and

free options is a priority for both 55% 44%
streaming platforms and consumers, North Mainland 59%
America Europe Japan
with over half of respondents (59
percent) being open to ad-supported
video content across streaming apps.
78%
70% India
Latin
America 52%
Australia

Source: DV’s Four Fundamental Shifts 2022

CTV IN EUROPE 6
T H E S TAT E O F C T V A D V E RT I S I N G I N E U R O P E

CTV Is an Increasingly
Important Media
Channel in Europe, 56%
47%
Ce n
t ra
l&
Ea
ste

But Opportunities for

Sou
the rn
rn
45% Eu

Eu
We ro
ste

ro
Growth Remain

pe
rn

pe
33%

Eu
No
r

ro
pe
th
e rn
E u ro
Percentage of Advertisers
Our research shows that CTV is top-of-mind for

pe
by Region Who “Always” or
brands and agencies when developing their media
strategies. In fact, over 50 percent of all respondents “Frequently” Consider CTV When
said that they “always” or “frequently” consider CTV Planning or Buying Media
when planning or buying media. The sentiment is
not consistent across Europe, however with northern
Europe lagging behind at 33 percent. This may
indicate that more education around CTV is required,
or that northern Europe is not considering, but is
actually incorporating, CTV into their media buys

CTV IN EUROPE 7
T H E S TAT E O F C T V A D V E RT I S I N G I N E U R O P E

Higher Consideration Does Not Necessarily

Translate into Higher Spend
Markets across Europe are not homogenous —
languages and consumption habits vary, and
Advertisers: CTV Ad Spend Allocation by Region
each region relies on different technology and
infrastructure. How each region grows and invests in 0% - 10% 11% - 50% 51+%
CTV is also significantly different.

In central and eastern Europe, for example, high

levels of consideration (56 percent, as illustrated Western 59% 35% 6%
on page 7) did not directly translate into higher Europe
allocation of CTV ad spend. In fact, only 31 percent
of respondents in the region indicated that they Southern 60% 31% 9%
allocated 11 percent or more of their ad spend to Europe
CTV. Instead, investments are heaviest in southern
and western Europe, where respectively 40 and Northern
41 percent of respondents said they allocated 11 Europe
66% 28% 6%
percent or more of their ad spend to CTV.

Southern Europe (9.6 percent) and western Europe Central &

69% 25% 6%
(6.7 percent) had the highest percentage of Eastern Europe
respondents who reported allocating 51 percent or
more to CTV spend. As a result of rounding, figures in this graph may not add up to 100%

CTV IN EUROPE 8
T H E S TAT E O F C T V A D V E RT I S I N G I N E U R O P E

Programmatic Advertising on CTV Gains Ground

But Lags Behind Traditional Media Buys
According to another recent IAB Europe report, What Percentage of Your Total Advertising Spend
programmatic advertising on CTV is in its infancy, Is Allocated to CTV Advertising?
with most transactions structured as Programmatic
Guaranteed and Private Marketplaces (PMPs) deals.
Allocated 0-10% of Spend On CTV
This trend is reflected in our research as well. Only 21
percent of programmatic advertisers report allocating Programmatic Advertisers 79%
over 10 percent of their ad spend to CTV compared to 36
percent of traditional media advertisers.
Traditional Media Advertisers 64%
Demand outstripping premium supply may be an initial
barrier to wider usage of programmatic advertising. As has
been the case with other media channels, this may change
over time as advertisers look to expand the scale of their
Allocated Over 10% of Spend On CTV
CTV campaigns by tapping into programmatic scale.
Programmatic Advertisers 21%

Traditional Media Advertisers 36%

CTV IN EUROPE 9
The State of CTV Advertising in Europe

CTV has emerged as a pivotal component in our media mix, offering a tailored solution to our
evolving needs in a dynamic market. Due to the nature of the airline industry, we are looking to expand
our investment in areas that are measurable and able to reach relevant audiences. Our investment
in CTV is becoming far more significant, as it can complement other media channels and optimise
our media for performance. Younger audiences are omnipresent on all devices, which highlights the
important role CTV can play in allowing us to reach them effectively. Programmatic capabilities also
help us to fine-tune our approach, making our media buys more efficient and contextually relevant.
Factors such as the decline in Linear TV viewership could potentially further influence our decision
Shaaf Tauqeer
to explore investment in CTV advertising. The ability to conduct incrementality tests and provide
Audience & Martech Manager
transparency regarding costs make it an attractive option in today’s media landscape.

Advertisers have already strategically integrated CTV into their media mix to engage diverse
audiences, many of whom have shifted away from Traditional Linear TV. Advertisers frequently
approach us with the desire to make an impact on younger demographics and prospective
customers. They often express an interest in CTV and rely on our guidance to achieve their
awareness objectives using this format. Similar to Linear TV, CTV allows consumers to view an
advertiser’s message on a large screen, but its digital nature provides advertisers with enhanced
control over frequency, context and, most importantly, measurement. Clients prioritise programmatic
purchases to uphold data ownership, maintain pricing transparency when executed through their own
Rupert Tonn
DSP technology and streamline unified tag management. However, some CTV providers may not
Senior Director AdTech
accommodate programmatic purchases, requiring direct transactions instead.

CTV IN EUROPE 10
The State of CTV Advertising in Europe

It is undeniable that consumption of media on CTV is increasing, largely driven by the accessibility
of connected devices, the growing audience demand for streaming content and the increasing
availability of high-quality content.

We have to navigate changing AV and video media consumption to plan and measure advertising
strategies effectively. The beauty of having the big screen and the addressability options of this
environment means that CTV can be used in multiple ways to answer different strategic objectives.

Depending on the objective, CTV could be used to drive incremental reach to other AV — for delivering
Melinda Clow
brand metrics, audience data matching, interactivity in creative and contextual alignment. But the big
Managing Partner,
Programmatic Activation screen doesn’t deliver the whole picture. It is important to consider how media is consumed across
different devices and what that offers in mood, moment, potential viewing attention and accessibility.

There is demand and a right for brands to understand exactly where their ads are appearing and that
needs to be shown at a content and ad positioning level. There is still work needed from the supply side to enable these signals
in a seamless way through to the buy side technology. We are working closely with streaming providers and ad technology
partners to leverage the insight and signals that allow us to drive efficiencies and access to desirable content and audiences.

Buying programmatically can both deliver efficiencies that come with managing multiple supply routes in a single platform and
enable campaigns to respond to signals that will drive relevancy of messaging, creativity and delivery against the campaign
strategy through targeting control.

CTV IN EUROPE 11
The Power and Promise of CTV
What Advertisers and Publishers Hope
To Get Out of Their CTV Investment

CTV IN EUROPE 12
THE POWER AND PROMISE OF CTV

Advertisers Prioritise CTV’s Ability to

Deliver Cost-Efficient Access to Premium
Inventory at Scale
For advertisers, CTV provides an opportunity to access Advertiser (Buy-side) Priorities in CTV Campaigns
premium programming at scale — expanding and
augmenting audiences they may already reach on linear
Delivery of TV
TV. Half of respondents cited scale as one of their key advertising campaigns 51%
priorities. to audences at scale

Even though CPMs on CTV are typically higher than

those of other digital channels, 51 percent of advertisers Cost efficiencies
see investing in CTV as a way to achieve cost efficiencies compared to linear TV 51%
compared with linear TV.

Ensuring and maintaining

high quality inventory 42%

Access to
data insights 41%

CTV IN EUROPE 13
THE POWER AND PROMISE OF CTV

CTV Rounds Out

Top-of-Funnel Strategies Advertiser Drivers for Investing in CTV

For Advertisers, 63% Rai s

eb

Helping Them Reach

ra n
59% da
C om wa
ple r

New Audiences
50% me

en
Rea nt

es
ch
28%

s
sp

m
D riv

ed
es

ia
ec
ifi

mix
co
a le
When asked what their top three drivers were for investing

r (n
in CTV, nearly two-thirds of advertisers cited raising brand

ot of ) ad di t i ona l
awareness as a key objective.

Further, half of advertisers said that reaching specific or

additional audiences was critical to them. The ability to
align advertising with certain shows or genres is a big

aud
ie
incentive to advertisers who see it as an opportunity to

nc
e
s
engage new audiences.

It’s clear that CTV advertisers are currently focused

on top-of-funnel metrics, while digital metrics such as
conversion, viewability or directly tying activity to sales is
less of a concern.

CTV IN EUROPE 14
THE POWER AND PROMISE OF CTV

Regionally, Drivers for Investing

In CTV Are Consistent
Drivers for investing in CTV remained Advertiser Motivation for Investing in CTV by Region
largely consistent across European
regions where the majority of
respondents cited raising brand
awareness as the main reason to
71%
invest in CTV. 65% 65% 68%
63% 63% 62%
Interestingly, western Europe was the 56% 53%
least bullish on CTV’s ability to reach 51%
47%
specific audiences (40 percent) or
40% 41% 41%
drive sales (25 percent), which are 37%
typically lower-funnel activities.
25%

Reach Specific or Raise Brand Complement Drive

Additional Audiences Awareness Media Mix Sales

Northern Europe Southern Europe Central & Eastern Europe Western Europe

CTV IN EUROPE 15
THE POWER AND PROMISE OF CTV

Programmatic vs. Traditional Media Advertisers:

Key Priorities in Investing in CTV
Advertisers are mostly aligned in terms of Key Priorities:
priorities when buying CTV inventory, but
Traditional Media Planners vs. Programmatic Buyers
there are a few marked differences between
traditional media advertisers/planners and
Traditional Media Planners Programmatic Buyers
programmatic advertisers.

Access to data insights, for example,

is a higher priority for traditional media 52%
Cost Efficiencies
advertisers/planners (45 percent), as Compared to Linear TV 49%
opposed to programmatic advertisers (33
percent). Programmatic advertisers prioritise 45%
Access to
CTV advertising to achieve scale (53 Data Insights
33%
percent vs. 43 percent for traditional media
advertisers/planners). Delivery of TV 43%
Advertising Campaigns
Ability to reach the right audience also saw 53%
to Audiences at Scale
a variance, with this being a higher priority
for programmatic advertisers (53 percent)
Ability to Reach the 41%
versus traditional media planners
Right Audiences
(41 percent). 53%

Ensuring and Maintaining 41%

High Quality Inventory
40%

CTV IN EUROPE 16
THE POWER AND PROMISE OF CTV

Traditional Media Planners See Potential

Of CTV to Help Drive Sales
Given the “lean-back” nature of the CTV viewing Objective: Driving Sales
environment, driving sales was not considered a
Traditional Media Planners vs. Programmatic Advertisers
high priority for most advertisers investing in CTV.

However, when examining programmatic Media Planners Programmatic Buyers

advertisers vs. traditional media advertisers,
the story changed somewhat. Only 9 percent of
programmatic advertisers saw CTV as a means for 30%
driving sales, compared to 30 percent of traditional
media planners.

This trend may shift over time as technology makes

it easier for consumers to engage and interact
directly with ads within a CTV environment.

9%

Drive Sales

CTV IN EUROPE 17
THE POWER AND PROMISE OF CTV

Publisher Respondents Prioritise

Acquisition and Delivering Audiences
at Scale
Publisher Priorities in CTV Campaigns
Convincing new advertiser partners to begin
advertising on CTV is considered the top priority
Convincing New Clients to
for half (51 percent) of publishers. This is closely 51%
Begin Advertising on CTV
followed by increased CTV revenues with new
clients (46 percent) and existing clients (45 percent).
Audience extension (38 percent) is also a high priority Increasing CTV Revenue
with New Advertisers 46%
for publishers looking to help their advertiser partners
amplify their reach.
Increasing CTV Revenue
It’s not surprising to see the focus on expanding and with Existing Clients 45%
deepening revenue and yield. But there’s another
story here — the demand for high-quality inventory
and delivery of qualified audiences. CTV can be Audience Extension 38%
instrumental in achieving these goals.

Ensuring and Maintinaing

High Quality Inventory 35%

Delivery of Committed
Impressions 33%

CTV IN EUROPE 18
THE POWER AND PROMISE OF CTV

Publishers Seek to
Capture Audiences
Shifting from Linear TV Publisher Drivers for Investing in CTV

to Streaming Viewing Reach Audiences that

Aren't on Linear TV
48%

Maintain Reach/Scale as
The rise of CTV has impacted broadcasters as they see their Audiences Have Shifted Away 43%
From Linear to CTV
traditional linear TV audiences shift to viewing content on their
CTV devices. Monetising My Audience
That has Moved to CTV
42%
Almost half (48 percent) of publisher respondents also
acknowledge that CTV is necessary to reach so called “cord-
Higher CPMs in CTV
cutters” or “cord-nevers” — audiences that may not be present
Than in Linear TV
39%
on linear TV.

More Flexibility in Pooling Inventory

Together and Selling Longtail
38%

Aligning Brand to Higher Quality

Content in Digital
38%

CTV IN EUROPE 19
The Power and Promise of CTV

At Jellyfish, we’ve witnessed firsthand the transformative power of CTV in shaping advertising
strategies. Enhanced CTV measurement capabilities empower brands to optimise their campaigns,
driving better performance and business outcomes. Even in its infancy across Europe, our
multidisciplinary task force has developed comprehensive CTV solutions that combine Linear
TV with CTV. By adopting this dual approach, we’re tapping into diverse audience demographics
and effectively delivering KPIs across all stages of the marketing funnel. However, amidst the
opportunities, advertisers face a myriad of challenges, such as fraud. This is a critically important
market issue, and it is essential to be vigilant to avoid replicating certain errors of the programmatic
Thomas Allemand
digital ecosystem in CTV. Fortunately, there are solutions available to detect and prevent fraud. We
VP Adtech & Supply
must uphold the shared commitment of advertisers and publishers to address these challenges
and build trust within the CTV ecosystem.

Not all Connected TV environments are equal, which underscores the critical importance for
advertisers to measure the inventory they invest in. Strategic collaboration between SSPs and leading
broadcasters play a vital role in developing industry standards, frameworks and transparency. These
alliances empower clients to confidently navigate the evolving European CTV landscape, whilst
ensuring media quality with each transaction. 2024 will likely see a rise in ad-supported streaming
platforms as consumers further tighten their purse strings. In a more competitive and cost-conscious
environment, capturing consumer attention through compelling and relevant content will be more
important than ever. Advertisers should, therefore, leverage this shift to streaming by allocating
Emma Newman
budgets to those platforms using data-driven insights to offer targeted and measurable ad
Chief Revenue Officer EMEA
placements.

CTV IN EUROPE 20
The Power and Promise of CTV

CTV investment isn’t a one-size-fits-all approach. Media fragmentation has reshaped audience
demographics and consumption patterns across the media landscape. Advertisers have the flexibility
to use CTV to achieve different objectives, whether extending reach in one scenario or strategically
leveraging data for precise audience targeting in another. CTV offers a TV-like encounter regardless of
the objective, providing the opportunity for longer ad exposure and high-content engagement.

It’s important to think beyond just the metrics; high completion rates and viewability are not exclusive
to specific video types. Advertising positioned around premium content is perceived as more credible,
trustworthy, and genuine. Accurate measurement across CTV is important. While CTV delivers long-
Emma Moorhead
term brand benefits, its ability to deliver short-term ROI is also advantageous for advertisers.
Head of Channel Planning
Even strategies directly focused on brand building can prompt consumer purchases, a seemingly
simple direct response advert can live long in the memory, especially if it’s targeted and relevant to
the viewer.

Broadly speaking, CTV offers advertisers a versatile platform to achieve business objectives. While
brand awareness remains a primary focus due to the available capabilities, CTV’s shows strong
potential in markets with robust retailer data availability and capabilities, serving as a catalyst for
driving revenue. We see it via existing and most importantly new category buyers. Unlocking this
potential hinge on integration at media planning and execution levels and incorporation of CTV into
the media mix seamlessly alongside traditional AV and Programmatic Online Video. Planning for
high quality inventory, contextual relevance, and brilliant fit-for-purpose creative are also critical for
success in the CTV space. This unified approach allows for optimum attention, resulting in better
Olya Dyachuk
mental availability and maximum brand impact. Approaching CTV as part of a connected strategy
Global Media & Data Director
empowers brands to create transformative experiences and achieve significant business results.

CTV IN EUROPE 21
Making the Grade
CTV Measurement Challenges
and Expectations

CTV IN EUROPE 22
MAKING THE GRADE

Challenges Faced By Advertisers and Publishers

Are Similar, but Prioritisation Differs
Advertisers and publishers of CTV advertising face similar challenges, though their priorities differ with the publishers focused
on data and performance and the advertisers focused on delivering new audiences.

Advertiser Top Challenges in CTV Publisher Top Challenges in CTV

Availability and Quality of Data; Inconsistencies Across

42% 40% Incremental Reach
CTV Offerings; Cost of Technology (Shared priority)

Availability and Quality of Data; Inconsistencies Across

39% Campaign Measurement and Performance 39%
CTV Offerings; Cost of Technology (Shared priority)

Inventory Availability and Scale; Cost of Technology

37% 37% Large Scale Audience; Supply (Shared priority)
(Shared priority)

CTV IN EUROPE 23
MAKING THE GRADE

Awareness and
Viewability Key
Priorities on CTV Advertiser Top Success Metrics for CTV

Incremental Reach
49%
Given advertisers’ reported priorities, it’s not and Frequency
surprising to find that the top metrics centered 44%
Brand Lift
around reach and frequency (49 percent), brand lift
(44 percent) and brand awareness (41 percent). 41%
Brand Awareness
Viewability ranks as a key metric (40 percent) on
CTV. Many advertisers believe that viewability Viewability 40%
is a given on CTV, but this is not necessarily
true. Ensuring an ad is fully on-screen and plays Ad Completion Rates 32%
(Seperate from Viewability)
all the way through is critical in measuring the
effectiveness of CTV ads. Ad Recall 31%
Purchase Intent (Drive
26%
Sales KPIs)

Complement Media Mix 23%

Drive to eCommerce Site 16%

Footfall Measurement 12%

CTV IN EUROPE 24
MAKING THE GRADE

Programmatic Top Metrics for CTV: Traditional Media Planners vs. Programmatic Buyers

Advertisers Are Traditional Media Planners Programmatic Buyers

More Focused Incremental Reach

and Frequency
43%
65%

On Data-Driven Brand Lift

50%
53%

Outcomes Brand Awareness

36%
49%

36%
Viewability 42%
In general, programmatic advertisers appear to be more
Ad Completion Rates 27%
attuned to leveraging specific data points to gauge the
(Seprate from Viewability) 33%
success of their CTV campaigns.
25%
Notably, programmatic advertisers’ ability to measure Complement Media Mix 30%
incremental reach and frequency within their CTV
campaigns was 22 percentage points higher than 27%
traditional media advertisers. They were also more Ad Recall 30%
focused on achieving specific brand awareness and lift
goals, as well as measuring viewability on CTV. 11%
Footfall Measurement 12%
This does not mean that traditional media advertisers
don’t value those outcomes, but rather that Purchase Intent 14%
(Drive Sales KPIs) 12%
programmatic advertisers are more likely to demand
proof that they have met their objectives.
Drive to eCommerce Site 23%
7%

CTV IN EUROPE 25
MAKING THE GRADE

Publisher CTV
Metrics Align with
Advertiser Goals Publisher Top Success Metrics for CTV

Incremental Reach
and Frequency 44%
Publishers’ performance metrics for CTV
mirror those of advertisers, leading with Viewability 37%
incremental reach and frequency AD Completion Rates
(44 percent). (Seprate From Viewability) 36%

In general, action-oriented performance Brand Awareess 34%

metrics, such as completion rates (36
percent for publishers and 32 percent Purchase Intent 33%
for advertisers) and purchase intent (33 (Drive Sales KPIs)
percent for publishers and 26 percent for Complement Media Mix 33%
advertisers), were slightly more important
metrics to publishers than to advertisers. Brand Lift 29%

Ad Recall 28%

Drive to eCommerce Site 24%

Footfall Measurement 19%

CTV IN EUROPE 26
Making The Grade

In the dynamic landscape of Connected TV (CTV) advertising, alignment between buyers and sellers
is paramount to address evolving challenges. We must confront issues head-on, particularly in the
realm of CTV, where measurement and reporting standards vary. Publishers should spearhead
initiatives to establish a unified framework for CTV, addressing concerns like frequency capping and
ensuring transparent pricing reflective of inventory quality and device specifications. By collectively
defining buying routes based on client objectives and KPIs, and integrating CTV into the briefing
process from the outset, we can elevate its significance and prevent it from being an afterthought.

Michelle Sarpong Furthermore, it’s important to debunk the misconception that viewability is inherent in CTV. As the
Commercial Lead market expands with new providers competing alongside traditional players, ensuring ads are fully
viewable and play-through is non-negotiable. This safeguards against disparities in inventory quality
and reinforces the value of premium CTV experiences.

The rise of data-driven outcomes in programmatic buying reflects broader trends in digital media. As traditional channels
embrace digitalisation, the focus on measurable performance intensifies. The dwindling efficacy of cookies underscores the
importance of first-party data, prompting businesses to capitalize on their data assets. This shift underscores the need for
adaptable strategies and a departure from linear TV mindsets. In essence, success in the modern advertising landscape
hinges on collaboration, innovation, and a commitment to performance and outcomes.

CTV IN EUROPE 27
Making The Grade

One of the main challenges in CTV is that there’s no standard form of measurement, which makes it
difficult for advertisers to gain insight into campaign performance. Work needs to be done across the
industry to help make data assets and activation methodologies more seamless and interoperable.
With the help of trade bodies such as the IAB, sellers and buyers can work together to establish
common frameworks around taxonomy, matching methodologies and data quality. In addition to this,
it’s important to choose partners who have strong brand safety teams and work directly with household
media owners to mitigate fraud.
Sam Wilson Overall, fostering greater collaboration between the buy and sell sides is paramount to addressing the
Managing Director, CTV, EMEA challenges advertisers face. Increased transparency on the sell side and packaging their first-party data
in ways that provide valuable insights will help to create alignment with advertisers.

We’ve seen more and more CTV ad dollars being transacted programmatically as advertisers embrace
programmatic for its ease of use, agility, and data-driven buys. Programmatic essentially aims to solve for some of the more
manual linear TV workflows as well as its limited addressability and flexibility. With more advertisers taking note of the benefits
of programmatic, this is a trend that will continue to grow. Advertisers should no longer be looking at programmatic as an
afterthought but as an essential part of their strategy to bring more efficiency and accountability into their media investments.

CTV IN EUROPE 28
Making The Grade

TV buyers are accustomed to understanding exactly where within programmes they are placing their
media budgets, this show-level transparency of placement provides not only a measure of brand suitability
and media quality, but also a better end-user experience with more relevant advertising.

Advertisers need to prove incremental reach to continue pushing the value of CTV. While viewer
consumption is fragmented from the buyer experience, it is still the main indicator of performance.
The industry needs to collaborate across publishers and TV manufacturers to develop a common
measurement framework that includes walled gardens.
Alice Beecroft
Whilst CTV has an inherently high rate of ad viewability, it should not be assumed that all ads are viewable.
Senior Director, Global Strategy
& Partnerships For example, home viewers may turn their TVs off, but the connected streaming devices, such as game
consoles or sticks, can still stream content. If the TV is switched off, then the ad can’t be viewed by
the end user and should not be billable. This is happening at a significant enough rate for it to be
prioritised as an industry-wide challenge.

Connected TV solutions vary in their capabilities. To achieve precise targeting beyond socio-
demographic factors, publishers must enhance their inventory with more data, transparency and
information on consumption habits. In the French market, we have bolstered our CTV strategies
with robust targeting methodologies. French broadcasters have created valuable third-party data
partnerships with key retailers, enabling advertisers to tailor custom audiences. Yet, despite improved
data capabilities, there is still a lack of standardised measurement. Establishing an accurate
framework for measurement is crucial. We prioritise a programmatic approach in our CTV activations,
Emmanuel Crego as it offers flexibility in media buying and investment control. Additionally, programmatic models
Managing Director facilitate alignment to quality standards, which are co-created with clients.

CTV IN EUROPE 29
The Missing Ingredients
Quality, Transparency and
Brand Suitability

CTV IN EUROPE 30
30
THE MISSING INGREDIENTS

The Truth About

CTV Quality
3x
The number of CTV fraud schemes
has tripled since 2020 *
While many advertisers consider CTV to be safe, challenges
remain. For example, DV discovered that CTV fraud schemes
have tripled over the past few years as fraudsters find new and
creative ways to siphon dollars from high-value campaigns.

Additionally, we found that one in three CTV impressions serve

into environments where the television is actually turned off. CTV impressions serve into
As inventory volume increases, so too does reputation risk for
brands if they do not know where their ads are running. There
1 in 3 environments where the television is
actually turned off**
is a wide variety of potentially harmful or inappropriate content,
even in top CTV apps, including Inflammatory Politics & News
and Violent content.

Unfortunately, this can result in ads playing in environments that

damage a brand’s reputation — even when buying directly from Of both advertisers and publishers
publishers who may be tapping into their first party data to help
report that brand safety and suitability
extend campaign reach beyond their own native properties.
1/3 on CTV is either a significant
challenge, or the biggest challenge to
investing in CTV

*Source: DV Global Insights Report 2023

**Source: DV’s Ultimate Guide to CTV Measurement

CTV IN EUROPE 31
THE MISSING INGREDIENTS

The Need for Brand Safety and

Program-Level Transparency
While some metadata can be How Often Are Your CTV Campaigns Focused on
gathered to assess CTV brand
Specific Shows, Genres or Other Video-level Data?
suitability, only one-third (33 percent)
of advertisers state that their CTV
campaigns are always or frequently
focused on specific shows, genres
All 7% 8% 19% 33% 24% 9%
or other video-level data, whilst the Respondents
same number of advertisers state
that this only happens sometimes.

This means that there is still a Traditional

lot of work to be done to ensure Media Planners
9% 7% 11% 25% 34% 14%
advertsiers have transparency into
the shows their ads are placed
alongside. This will go a long way to
Programatic
building trust around brand safety Buyers 5% 12% 19% 47% 16% 2%
and suitability.

Don't Know Never Rarely Sometimes Frequently Always

As a result of rounding, figures in this graph may not add up to 100%

CTV IN EUROPE 32
THE MISSING INGREDIENTS

Media Quality
How Challenging Is It To Incorporate Media Quality
Measurement Into CTV Campaigns On A Scale Of 1
(Not At All Challenging) To 5 (Extremely Challenging)?

Measurement Is a
Major Challenge for
CTV Advertising and 33%
Of brand and agency
respondents reported
that CTV quality

Publishing in Europe
measurement was very difficult to
incorporate into CTV campaigns

While quality measurement is important to both

advertisers and publishers, many are struggling with how
to incorporate it into their CTV campaigns. Thirty-three
percent of advertisers and 36 percent of publishers stated
that incorporating media quality measurement into CTV
campaigns is a “significant” or “the biggest” challenge,
and 8 percent of advertisers stated that it is “the biggest”
challenge they face. On the publisher side, 29 percent of

36%
traditional media planners and 30 percent of programmatic Of publisher and
broadcast respondents
advertisers say that incorporating media quality reported that CTV
measurement is a “significant” or “the biggest” challenge. quality measurement was very difficult
to incorporate into CTV campaigns

CTV IN EUROPE 33
THE MISSING INGREDIENTS

Transparency into Where Ad Placements

Appear On CTV Is Low
Of all respondents surveyed (on both the advertiser and the publisher side), one-third (30 percent) stated that they know exactly
which apps or placements the ads are run on. With programmatic advertisers, this number was even lower at 21 percent, as
opposed to 34 percent for traditional media planners. This makes the need for verification clear, especially as investments in CTV —
including programmatic CTV advertising — grow.

Do You Have Transparency Into Which CTV Apps/Placements Your Adverts

Are Placed on From The Supply or Demand Side?

Advertisers 30% 47% 14% 9%

Publishers 30% 46% 10% 14%

Yes, I know exactly which apps/ I have some insight into the type of I have no insight into which apps/
I don't know
placements the ads are placed on apps/placements the ads are place on placements the ads are placed on

As a result of rounding, figures in this graph may not add up to 100%

CTV IN EUROPE 34
THE MISSING INGREDIENTS

Transparency Must Be Addressed Across Europe

Despite the share of CTV investment in western Europe being reported as the second highest in Europe, they had the lowest percentage
of respondents who stated they “know exactly” where their ads are placed. Meanwhile, central and eastern Europe, the region that
reported the highest consideration of CTV when advertising/planning, reported the highest percentage of respondents who “know
exactly” where their ads are placed.

Do You Have Transparency Into Which CTV Apps/Placements Your Ads Are Placed on From the Supply Side?

Northern Europe 28% 41% 16% 16%

Southern Europe 30% 42% 22% 6%

Central &
Eastern Europe
33% 43% 14% 10%

Western Europe 23% 46% 19% 12%

Yes, I know exactly which apps/ I have some insight into the type of I have no insight into which apps/
I don't know
placements the ads are placed on apps/placements the ads are place on placements the ads are placed on

CTV IN EUROPE 35
THE MISSING INGREDIENTS

Western Europe Is Most

Challenged by Incorporating
Media Quality into CTV
Campaigns How Challenging Is it to Incorporate Media Quality Mesaurement
into CTV Campaigns? (Advertisers)

When we look regionally across Europe, 42 percent of

8%
western European respondents say that incorporating
media quality measurement is a “significant” or “the
biggest” challenge, followed by northern Europe at 38 13%
percent. Notably, central and eastern Europe, the region 8%
that considers CTV most when planning and advertising, 11%
reported the lowest percentage of “significant” or “the
biggest” challenge responses, at 30 percent.
34%
25% 25%
19%

Western Northern Southern Central &

Europe Europe Europe Eastern Europe

A Significant Challenge The Biggest Challenge

CTV IN EUROPE 36
THE MISSING INGREDIENTS

Quality Verification Which Solutions Are You Using for CTV Activation?

On CTV Is Used
Advertisers Publishers

By Half or Less of Brand Safety &

Suitability Measurement 41%
50%

Both Advertisers Impression

Verification 40%
44%

And Publishers Viewability 44%

Measurement 39%

Adopting verification as part of CTV buys is part

of the equation for some CTV advertisers and Geographical 40%
publishers. However, in most cases, advertisers Measurement 38%
and publishers of CTV inventory across Europe
have not adopted basic quality protections. The
37%
highest level of adoption is around brand safety, Fraud Measurement
41%
where half of advertisers say they are leveraging
some form of verification.
35%
Fully On-screen
36%

Video Quality 25%

Protection (Filtering) 24%

22%
Attention
30%

CTV IN EUROPE 37
THE MISSING INGREDIENTS

Programmatic Buyers Which Solutions Are You Using for CTV Activation?

Are Ahead of Traditional

Traditional Media Planners Programmatic Buyers

Media Buyers in Impression

Verification
43%
58%

Their Use of Fraud Measurement

41%
40%

Quality Protection Brand Safety & 30%

Suitability Measurement 51%
With the exception of fraud and attention
measurement, programmatic advertisers are more Viewability 39%
likely to leverage quality tools when executing Measurement 44%
buys on CTV. This may be due to the fact that
traditional media buyers consider CTV to be an
Geographical 27%
inherently safe environment. Measurement 58%

25%
Attention
14%

Video Quality 25%

Protection (Filtering) 21%

25%
Fully On-screen
33%

CTV IN EUROPE 38
THE MISSING INGREDIENTS

Quality Solutions: Advertiser Regional Differences

While use of different solutions varies across regions, brand safety and suitability and viewability are consistently prioritised.

Which Solutions Are You Using for CTV Activations?

(Top 5)

Northern Europe Southern Europe Central & Eastern Europe Western Europe

Brand Safety & Suitability

47% Measurement 46% Viewability Measurement 48% Brand Safety & Suitability 46% Brand Safety & Suitability
Measurement Measurement

47% Fully On-Screen 46% Fraud Measurement 48% Impression Verfication 43% Viewability Measurement

38% Fraud Measurement 42% Brand Safety & Suitability 47% Geographical Measurement 36% Geographical Measurement
Measurement

31% Viewability Measurement 42% Geographical Measurement 45% Viewability Measurement 35% Fully On-Screen

25% Video Quality Protection 36% Video Quality Protection 35% Fraud Measurement 35% Impression Verfication
(Filtering) (Filtering)

CTV IN EUROPE 39
THE MISSING INGREDIENTS

Quality Solutions: Publisher Regional Differences

For publishers, deploying solutions to combat fraud is consistent across all regions, and fully on-screen also ranks amongst the top solutions
across regions — suggesting publishers are focused on ensuring ads are delivered in a well-lit, impactful environment.

Which Solutions Are You Using for CTV Activations?

(Top 5)

Northern Europe Southern Europe Central & Eastern Europe Western Europe

44% Geographical Measurement 43% Impression Verification 43% Fraud Measurement 41% Fraud Measurement

41% Fraud Measurement 40% Brand Safety & Suitability 42% Viewability Measurement 41% Brand Safety & Suitability
Measurement Measurement

41% Fully On-Screen 38% Fraud Measurement 38% Fully On-Screen 41% Geographical Measurement

38% Video Quality Protection 36% Viewability Measurement 37% Impression Verification 38% Viewability Measurement
(Filtering)

33% Viewability Measurement 34% Fully On-Screen 35% Brand Safety & Suitability 34% Fully On-Screen
Measurement

CTV IN EUROPE 40
The Missing Ingredients

Show-level transparency easily wins the hearts and minds of many advertisers across the CTV
landscape as it marries critical information and insight with flexibility. Those who previously opted
for exclusively traditional TV no longer need to solely rely on a specific show to capture their key
audience, with the availability of real-time data. A data-driven streaming strategy allows for accuracy
and precision at a level that remains irreplaceable across traditional TV. In today’s TV landscape,
advertisers should opt for a total TV approach and utilise the multitude of opportunities at their
disposal to reach those they might have previously missed. Arguably more important than show-
level transparency to the overall success of any advertising campaign is, however, audience data.
Alex Hole
With an in-depth understanding of a target audience such as which apps they prefer, their favourite
Vice President and
General Manager content type or their acceptability of adverts varying across TV environments, advertisers can see
maximum effectiveness.

Quality measurement in CTV isn’t just about inventory; it’s about brand suitability. What resonates
or is suitable for one audience, may not be for another. Embracing brand safety and verification
solutions, fosters trust and credibility by contextualising ad placements. Encouraging tag acceptance
is crucial in enhancing transparency. Advertisers and publishers alike should collaborate on tagging
standards and content sensitivity to ensure a balanced approach to content monetization.

Adam Lynch
Director Broadcaster Partnerships

CTV IN EUROPE 41
The Missing Ingredients

CTV and broadcasting platforms have long been viewed as high-quality environments. However, this
reputation can also render CTV a target for fraudsters aiming to exploit and capitalise on the revenue
linked with premium media placements. Moreover, while CTV is typically perceived as highly viewable,
there are nuanced factors to consider. For example, if an advertisement is displayed on a device with
the TV screen turned off, it cannot be deemed viewable. Measurement providers like DoubleVerify
are actively tackling these concerns. The core principles of Brand Safety and Suitability remain
consistent regardless of channel, which are transparency, control and measurement. Understanding
precisely where your advertisement is placed and having the ability to drive optimisation is as crucial
Alex Thomas
as ever for brands. The CTV landscape has historically grappled with fragmentation and technological
Director, Brand Safety &
Responsible Investment limitations, hindering the development of these vital elements through the ecosystem. While
progress has certainly been made, there is still room for further advancement, which are key to
reducing brand safety and suitability concerns across CTV.

CTV IN EUROPE 42
Looking to Tomorrow
What’s Next for CTV
Advertising in Europe?

CTV IN EUROPE 43
LO O K I N G T O T O M O R R O W

CTV Spend Outlook Is Positive Across

Publishers and Advertisers
In the next 12 months, both publishers and advertisers are bullish on the amount they intend to spend or invest in CTV. Over three quarters (78
percent) of advertisers plan to raise their spend over the next 12 months. Publishers are not planning to increase spend as significantly, but just
over two-thirds (69 percent) plan an increase in the next 12 months.

Do You Plan to Increase Your Planning/Spend on CTV Over the Next 12 Months?

Increase No Change Decrease

Advertiser (Buy-side)

Next 12
Months 78% 4% 18%

Publisher/Broadcaster (Sell-side)

Next 12
Months 69% 12% 19%

CTV IN EUROPE 44
LO O K I N G T O T O M O R R O W

Addressability and
Actionability: The Belief that ads/ media will be addressable via
CTV activations in the next 12-18 months

Next Chapter of Advertisers Publishers

CTV Advertising
95%
Both advertisers and publishers strongly believe that addressability
and actionability are on the horizon. The ability to take action or
purchase directly from ads shown on CTV devices has the potential
to shift the way CTV is used in the media mix to drive outcomes for
advertisers and publishers, which has the potential to make their
inventory even more attractive.

89%

TV Ads/Media Will Be Addressable

Via CTV Activations

CTV IN EUROPE 45
Summary of Key Takeaways From Research

The CTV (Connected TV) investment landscape is poised for significant growth, driven by the capacity
to scale audiences and achieve cost efficiencies. However, to capitalise on this growth there is a
recognised need for improvements in reporting and measurement. Incorporating media quality
measurement presents a current challenge, with just half of buyers implementing brand safety and
suitability solutions to safeguard their ad spend. Furthermore, transparency into the placement of ads
is lacking, as less than a third of buyers consider transparency in CTV ad placement to be satisfactory.
Despite these challenges, CTV ad investments are anticipated to rise, with a projection for an increase
in the addressable TV ads via CTV activations. This outlook reflects the evolving nature of CTV
Helen Mussard
advertising and the growing importance of this channel in the broader media landscape.
Chief Marketing Officer

CTV is a necessary string to an advertisers bow, and although the emphasis remains on building
brand awareness and reach, its digital nature provides enhanced control over frequency, context and
measurement, winning advertisers with transparency and flexibility. As highlighted in this first-of-its-
kind research, there exists a common misconception among advertisers that every CTV impression
is inherently safe and aligns with an advertisers brand values. However, this assumption is often far
from reality. The fact is, a diverse range of potentially harmful or inappropriate content can be found
across various CTV apps. By embracing CTV as an integral part of a connected strategy, alongside a
verification strategy, brands gain the ability to craft transformative experiences, ultimately driving
Felicity Dudley
significant business results in a brand safe environment.
EMEA Marketing Director

CTV IN EUROPE 46
Summary of Key Takeaways From Research
CTV is top-of-mind for brands and agencies when developing their media strategies. More than 50 percent of advertisers said that
they “always” or “frequently” consider CTV when planning or buying media. This is most prevalent in central and eastern Europe

Programmatic Advertising on CTV gains ground, but lags behind traditional media buys

For advertisers, CTV provides an opportunity to access premium programming at scale — expanding and augmenting audiences
they may already reach on linear TV. More than 50 percent of advertisers cited scale as one of their key priorities.

CTV is driven by advertisers’ need to increase brand awareness as well as the desire to reach new audiences.

CTV is key to the media plan as just under two-thirds of buyers are investing to complement the media mix. These drivers are
largely consistent across regions in Europe.

Publishers operating in CTV offer are prioritising convincing new buyers to begin advertising on CTV to grow their business.

The implementation of media quality measurement is a challenge with two-thirds of advertiser and just over two-thirds of
publisher respondents reporting that quality measurement was very difficult to incorporate into CTV campaigns.

Quality verification on CTV is used by just less than half of both advertisers and publishers, highlighting that more education is
needed to raise awareness of the importance of quality.

There is work to be done in terms of transparency. Less than one-third of all respondents reported that they know exactly where
their CTV ads are being placed and this is even lower for programmatic placements. This further demonstrates the importance of
media verification and quality control measures.

CTV IN EUROPE 47
David Goddard Nick Reid
Vice President, Business SVP & Managing Director
Development, DoubleVerify EMEA, DoubleVerify
[email protected] [email protected]

www.DoubleVerify.com

Helen Mussard Marie-Clare Puffett

Chief Marketing Officer, Industry Development &
IAB Europe Insights Director, IAB Europe
[email protected] [email protected]

www.IABEurope.eu

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