Observed Signal · Jun 9, 2026 · Report Release · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
Rakuten TV Enterprise Unveils European CTV Report
Rakuten TV Enterprise published a new research report titled "Beyond the Break: Connecting Advertising Strategy with Viewer Experience," presented at Rakuten TV Enterprise LIVE London. The study, shared by Sarah Kelleher, Director of Media Marketing, draws on advertiser, agency and viewer research across key European markets to show CTV moving from an emerging channel to a core media investment. Findings highlight growing advertiser focus on attention, memorability and contextual relevance, a shift toward homescreen, pause and display formats, and a reported "advertiser‑viewer gap" where objectives and audience expectations are misaligned. Key metrics include universal CTV adoption intent, planned investment increases, format preferences and viewer receptivity. The report and Rakuten TV Enterprise’s CTVion+ product are positioned to simplify access to premium European CTV inventory and encourage viewer‑first ad strategies. The full report is scheduled for release on 2026-06-16.
The report provides empirical European CTV adoption and format-shift metrics (investment intent, format preference, attention measurement) that are useful to advertisers, agencies and publishers planning CTV strategies, but it is not a major policy or platform-level change.
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Key Takeaways & Evidence Grounding
- Rakuten TV Enterprise released a research report titled "Beyond the Break: Connecting Advertising Strategy with Viewer Experience."
- The report was presented at Rakuten TV Enterprise LIVE London by Sarah Kelleher, Director of Media Marketing, Rakuten TV Enterprise.
- Survey highlights: 100% of professionals surveyed either actively use or plan to integrate CTV; 70% plan to increase CTV investment in the next 12 months.
- Format findings: pre-roll and mid-roll remain most used (57.6%) but only 6.1% of advertisers rate them as most effective; 35.6% prefer homescreen advertising and homescreen investment is projected to see a 64.6% net increase across Europe.
- Viewer and measurement findings: 82.3% of viewers are open to advertising in streaming when delivered appropriately; 52% of respondents want to know which formats are most memorable and 51% want deeper insight into what captures attention.
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