Connected TV (CTV) advertising has come a long way in the last few years, evolving from a brand-new way to reach consumers into one of the fastest growing ad channels in the business. Naturally, its explosive growth has come with some growing pains.

To investigate the areas where CTV can improve, MNTN and Marketing Brew surveyed US marketers to see how they feel about the CTV industry at large. The “Marketing Brew x MNTN Jumpstart Survey” found that there are many marketers who are already successfully advertising on CTV. In fact, 50% of marketers surveyed said they believe CTV advertising is currently effective.

The main CTV pain points

CTV advertising, however, does have some room for improvement. The top three CTV pain points that those surveyed pointed out were measurement and attribution (30%), audience targeting (25%), and ad experiences (15%). It makes sense that some marketers might run into trouble in these areas when advertising on CTV. Some ad platforms have complicated attribution models that make it difficult to know whether it was really your CTV ad that caused a viewer to convert. And while CTV advertising is a powerful tool for reaching an engaged audience on the biggest screen in their house—marketers still need to know how to find them.

The future of CTV

MNTN and Marketing Brew’s survey also explored the areas that marketers see as the future of CTV advertising. The top feature that marketers expect will improve in the next one to three years is advanced audience targeting capabilities. Some 54% of respondents also called out interactive and shoppable ads, and 46% said deeper personalization and dynamic creative.

You may have noticed that all of these features are variations on the exact same areas marketers have named as CTV pain points. This suggests that while CTV advertising satisfaction can vary greatly, the channel has the potential to grow even further once these main issues are addressed. And marketers know it: 64% of respondents said they believe CTV will take a larger role in their media mixes in the future.

Ultimately, advertising technology solutions that solve these pain points already exist. As others iterate and evolve their offerings, the ad industry can expect to see even more marketers finding satisfaction with their CTV advertising partners.