A Forrester Consulting study commissioned by Smartly indicates that 95% of decision-makers believe creative variety and speed are more critical to CTV ad performance than audience targeting. The report advocates for B2B brands to adopt modular, social-style creative workflows and unified measurement systems to improve ad efficacy.
The shift toward modular, social-style production models indicates that B2B marketers are moving away from the 'one-and-done' linear TV mindset to avoid budget waste. As media spend scales faster than creative effectiveness, the industry faces a bottleneck where 43% of advertisers report that CTV assets fail to deliver desired outcomes due to creative fatigue. This trend forces a convergence of social and streaming workflows, requiring unified measurement to capture the full-funnel impact on branded search and pipeline velocity. Watch for B2B brands to increasingly adopt AI-driven templated creative to lower the 58% cost barrier currently associated with personalized CTV variations.
A Forrester Consulting study commissioned by Smartly reveals that 95% of marketing leaders believe CTV creative performance relies more on production speed and variety than audience targeting. This shift highlights a critical operational gap, as most brands struggle to adapt linear TV timelines, leading to creative fatigue and wasted ad budgets.
The study found that 95% of marketing decision-makers believe creative variety and production speed are more important for campaign performance than audience targeting.
Only 25% of organizations can generate a new CTV creative variant within two days, which is slower than the 34% of organizations that can do so for social media.
51% of respondents identified the inability to adapt traditional linear TV production and approval timelines as a significant barrier to achieving success in CTV advertising.
43% of advertisers report that their CTV assets fail to deliver desired outcomes due to creative fatigue, as many brands still rely on outdated linear TV production mindsets.
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