In this week's member guest blog post, we hear from Emmanuel Josserand, Sr Dir. Brand, Agency and Industry Relations at FreeWheel, who delves into the the findings of the Streaming TV Uncovered report. The study reveals how European marketers are prioritizing ad-supported VOD (AVOD) and streaming TV in 2025, with 9 in 10 planning increased investment in these platforms. Discover how CTV is reshaping advertising strategies through superior ad experiences and innovative formats, despite challenges like budget reallocation and measurement gaps.
Allocating the advertising budget optimally is a constant challenge for marketers. This is particularly true in a rapidly evolving and highly fragmented digital landscape. In spite of geopolitical turbulence and a complex economic environment, marketing spend intentions have continued to improve for the second year running, with 73% of marketers expecting their budgets to remain stable or increase.
So, how are marketers adjusting their budgets and how are they looking at the upcoming year?
AudienceXpress, a Comcast company, has partnered with independent research firm CoLab Media Consulting, for the fifth year running to survey agencies and advertisers in the UK, France, Germany, Italy and Spain, between July and August 202. 500 marketing decision-makers and influencers were interviewed about how they are adapting to the current market forces, how they are adjusting spending priorities, and preparing for the year ahead.
Starting on a positive note, marketing spend intentions, while still in the red, have improved compared to last year. Spanish and French marketers — primarily advertisers — showing greater optimism than their EU counterparts.
Overall, the key marketing priorities for 2025 remain the same as last year. On the back of tough economic times, high inflation, and highly price sensitive consumers, marketers continue to focus on retaining and winning back customers.
As such, effectiveness measurement gained in importance. Measuring the impact of an ad campaign and how to optimise it, is unsurprisingly top of mind for marketers, particularly in a complex environment where every Euro counts and needs to be proven.
Automation made it also to the top spot as a strategic media priority, as buy-side stakeholders are looking for more efficient access to buy inventories.
With the strong rise and adoption of connected TV (CTV), marketers are expecting to spend a greater part of their budget on streaming TV. In fact, 9 in 10 marketers intend to increase their spend in ad-supported VOD (AVOD) and free ad-supported streaming TV (FAST) services.
By doing so, most will have to re-direct some budgets from social, online video and linear TV. Interestingly, there are some discrepancies in terms of re-allocation of budgets between regions but also between advertisers and agencies.
One of the main drivers of spend in streaming and connected TV (CTV) is the superior ad experience they provide. In fact, advertisers, and agencies in particular, see great opportunities being offered by these platforms. Some marketers recognise the value these platforms can offer such as real-time analytics to adjust and optimise campaigns, the extended reach offered by the channels, the possible data activation, as well as some new and innovative ad formats.
On the other hand, with the growing plethora of streaming platforms, marketers are grappling with an increasingly complex and fragmented market. Planning campaigns and managing trades across multiple platforms demand significant time and effort. 43% of marketers are urging for solutions to this issue. Additionally, the absence of clear evidence of the effectiveness of these channels poses another barrier to investments. This underscores persistent concerns about measurement.
Marketers continue to be under a lot of pressure to do more with less in a complex and highly competitive market. It is good to see some optimism particularly around streaming TV and CTV. As streaming TV continues to advance, offering high-quality premium video, more data and new innovative ad experiences, it will significantly benefit marketers. It is already emerging as a crucial platform for achieving comprehensive marketing goals from brand awareness to consideration and conversion.
Find out more, download the full report below.
