PREMION: 2 in 3 Advertisers Using CTV/OTT  Will Increase Spending 

In a new study, our good friends at PREMION have revealed that 3 in 4 streaming TV advertisers view CTV/OTT advertising as an extension of their linear TV strategy — and 2 out of 3 advertisers agree that combining linear TV with  CTV/OTT advertising increases brand awareness and improves overall ROI performance throughout the entire marketing funnel.  

More interesting findings from the study include:   

• The top-ranking benefits of CTV/OTT advertising are found to be achieving brand awareness and performance marketing goals (38%), leveraging the advantages of TV with digital capabilities (38%), and extending the reach of linear TV campaigns (37%).
   
• Advertisers say brand lift (42%), reach and frequency (41%), sales lift (37%), and linear reach extension measurement (35%) are the top KPIs for CTV/OTT advertising.
  

• More than half of CTV/OTT advertisers agree that co-viewing is a value-add benefit of CTV/OTT advertising and/or provides a like-for-like comparison to linear TV.

•  The survey findings indicate that 52% of CTV/OTT budgets are now primarily controlled by integrated/hybrid buying teams — signaling the growing trend towards a more converged and unified approach within linear TV and digital advertising teams. 

The complete “2023 CTV/OTT Advertiser Study” can be downloaded here.