1、The Power and Potential of CTV in Europe2CTV IN EUROPEAs weve seen viewers shift from traditional TV to digital platforms,CTV advertising has experienced a massive global transformation over the past several years.CTVs growth is undoubtedly recognised on a global scale,but Europe has a particularly

2、unique market dynamic that requires special attention.While CTV cultivation in the U.S.was influenced primarily by content newcomers like Netflix and Hulu,Europes market looks a little different,with established broadcasters like the BBC installing the first major European on-demand platforms.This,c

3、oupled 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 beginning to analyse the m

4、aturing European CTV advertising landscape and discover how it is altering media budgets and changing the way brands strategise their media buys.CTV advertising is reshaping European brand strategies,and media buyers are driven to find new ways to connect with consumers in an evolving digital landsc

5、ape.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.Executive SummaryNick ReidSVP&Managing DirectorEMEAIn this report:The state of CTV adoptio

6、n throughout Europe What advertisers and publishers hope to get out of their CTV investments Challenges advertisers and publishers are facing with CTV adoption The truth about CTV quality,transparency and brand suitability What European CTV advertisers can expect over the next few years3CTV IN EUROP