TV to remain a mainstay for media buyers in the future: FreeWheel Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 06, 2020, 5:11 PM UTC

55% of advertisers planned to allocate more than 10% of their budgets towards “new TV” or digital TV.

Two out of three respondents expected higher levels of investment in TV and OTT, according to a FreeWheel research targeting DSPs, direct advertisers and media agencies in the UK, France and Germany. Additionally, media buyers are also confident that most sectors will see a bounce-back in ad spend in the coming months.

Region-wise, British respondents had the most positive views about the food industry (100%) and the tech sector (77%) when asked about the resumption of ad spend. Combining all three regions, 84% of respondents were confident about food, while 65% for technology.

Majority of UK respondents expected advertisers to invest the most in TV and over-the-top video. Moreover, 37% of them also expected advertisers to rely more heavily on data-based targeting.

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