NZ Marketers Must Prioritise CTV as Global Investment Surges

Monday, 30 March 20268 min read1 views

A new report indicates a significant global increase in Connected TV (CTV) advertising spend for 2026, with nearly 70% of advertisers planning budget increases. This trend highlights CTV's growing importance as a key channel for reaching engaged audiences, driven by enhanced measurement and targeting capabilities.

What Happened

•A recent report by Advertiser Perceptions and Premion forecasts a substantial rise in CTV advertising investment for 2026.
•Approximately 70% of CTV advertisers globally intend to increase their spending on the platform this year.
•The surge is attributed to improved targeting precision and more robust measurement solutions available within CTV.
•Agencies and brands are actively strategizing to integrate CTV more deeply into their media plans.
•The shift reflects a broader industry move towards digital video consumption and away from traditional linear TV.
•Advertisers are increasingly confident in CTV's ability to deliver measurable ROI and reach specific audience segments.

Why It Matters for NZ Marketers

•NZ consumers are rapidly adopting streaming services, making CTV a crucial channel for reaching local audiences.
•Increased global investment signals that major platforms and ad tech providers will continue to enhance CTV offerings, benefiting NZ marketers.
•Local agencies need to upskill in CTV planning and execution to remain competitive and deliver effective campaigns for NZ brands.
•NZ brands can leverage advanced targeting capabilities to reach niche segments within a fragmented media landscape, improving ad relevance.
•As linear TV viewership declines in New Zealand, CTV offers a powerful alternative for video advertising reach and engagement.
•Early adoption and strategic investment in CTV can provide a competitive advantage for NZ businesses in a maturing digital market.

Strategic Implications

•Develop a comprehensive CTV strategy that integrates with broader digital marketing efforts, moving beyond experimental budgets.
•Invest in data and analytics tools to accurately measure CTV campaign performance and attribute ROI.
•Collaborate with media agencies proficient in CTV programmatic buying and audience segmentation.
•Prioritise creative assets optimised for the CTV viewing experience, considering format and audience engagement.
•Explore diverse CTV inventory sources, including local broadcasters' streaming platforms and global services.
•Educate internal marketing teams on the evolving CTV landscape and its potential for brand growth.

Future Trend Signals

•Continued convergence of linear and digital video advertising, with CTV becoming the dominant video ad channel.
•Enhanced personalisation and interactivity in CTV ads, driven by AI and richer audience data.
•Increased demand for transparent and standardised CTV measurement metrics across platforms.
•Further fragmentation of CTV inventory, necessitating sophisticated programmatic buying strategies.

Sources

How brands and agencies are strategizing CTV investments in 2026 — Marketing Dive

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