Performance marketing

Survey: Over half of CTV/OTT advertisers to increase spend – Advanced Television

Summary

More than half of advertisers using Connected TV/OTT will increase spending, with an average increase of 22 per cent, according to a 2022 CTV/OTT Advertiser Survey released by Advertiser Perceptions and Premion, the premium CTV/OTT advertising solution for regional and local advertisers.

The survey reveals that investment and optimism for CTV advertising are already high and continuing to rise fuelled by its ability to precision target and ac…….

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Greater than half of advertvertisers using Related Tv/OTT will enhance spending, with A imply enhance Of twenty-two per cent, Based mostly on a 2022 CTv/OTT Advertiser Survey launched by Advertiser Perceptions and Premion, the premium CTv/OTT advertvertising reply for regional And native advertvertisers.

The survey reveals that funding and optimism for CTv advertvertising are alreadverty extreme and persevering with to rise fuelled by its capability to precision goal and obtain full-funnel mannequin goals. The report finds that 66 per cent of advertvertisers are shifting budgets from digital, social and linear Tv to fund CTv/OTT spend will enhance, whereas 30 per cent say that funding will come from an general enhance in advert budgets. Furtherextra, extra than 4 in 5 advertvertisers think about that The worth of CTv/OTT Is greater than, or equal to, that of primetime Tv, with two in 5 saying the channel is extra useful.

“Advertisers have embraced CTv They typically’re shifting greater budgets to the medium as An important buy for driving mannequin consciousness and efficiency advertising,” said Tom Cox, President of Premion. “Our research validates that CTv has Discover your self to be A useful channel for mannequin entrepreneurs and enterprisees to Adjust to their viewerss, plan with knowledge-pushed concentrating on, and measure with outcomes-based efficiency. New knowledge capabilities make CTv A lot extra compelling for advertvertisers To understand An complete understanding of viewers behaviors and To join viewership to direct enterprise outcomes.”

Attaining Brand Awareness and Performance Marketing Goals Seen as Vital Advantages

When think abouting efficiency, 43 per cent of entrepreneurs cite that CTv/OTT spend will enhance are pushed by The power To understand mannequin consciousness and efficiency advertising goals. Precision viewers concentrating on and  prolonged attain for linear Tv advertising campaigns prime the itemizing of CTv advertvertising viewers benefits. While attain and frequency, As properly as to driving mannequin enhance and gross sales enhance, are The very biggest advert advertising campaign metrics, many advertvertisers are nonetheless measuring CTv by way of internet website visits and impressions by internetwork.

Amongst The numerous key viewers and measurement findings:

Brand Safety, Ad Fraud Safety and Premium Video Content material are Top Priorities

The proliferation in streaming decisions brings extra media buying for decisions for advertvertisers to navigate, particularly When it Includes understanding The regular and sources of inventory. The research finds that mannequin safety and advert fraud protection stay prime-of-thoughts for CTv/OTT advertvertisers, collectively with:

Source: https://advanced-television.com/2022/07/15/survey-over-half-of-ctv-ott-advertisers-to-increase-spend/