The info confirmed that funding and optimism for CTV/OTT promoting stay excessive and growing expenditure is being pushed by the flexibility to seize declining TV audiences (46%), present the advantages of TV with digital capabilities (44%), and the flexibility to realize full-funnel targets (39%).
Three-quarters of CTV/OTT advertisers view CTV/OTT promoting as an extension of their linear TV technique — and two out of three advertisers agree that combining linear TV with CTV/OTT promoting will increase model consciousness and improves total ROI efficiency all through your entire advertising funnel.
In response to advertisers, the top-ranking advantages of CTV/OTT promoting have been discovered to be reaching model consciousness and efficiency advertising targets (38%), leveraging the benefits of TV with digital capabilities (38%), extending the attain of linear TV campaigns (37%), and capturing declining TV audiences (37%). Moreover, 86% of CTV/OTT advertisers imagine that CTV/OTT’s worth is larger than, or equal to, that of primetime TV, with 44% saying that CTV/OTT is extra invaluable.
Moreover, amongst advertisers who’re growing their CTV/OTT advert spending in 2023, a majority (62%) have been seen to be reallocating their budgets from digital, social media, or linear TV to fund their elevated spend on CTV/OTT promoting, whereas one in three advertisers are utilizing new advert budgets for this goal.
When it comes to finances management, the survey findings indicated that 52% of CTV/OTT budgets are actually primarily managed by built-in/hybrid shopping for groups — signalling the rising development in the direction of a extra converged and unified strategy inside linear TV and digital promoting groups.
Greater than 40% of CTV/OTT advertisers mentioned CTV/OTT was simpler than digital video or social media in aligning with high quality content material and/or guaranteeing a brand-safe setting. Of their CTV/OTT promoting planning and technique, advertisers have been prioritising premium video content material, model safet, and advert fraud prevention as key issues.
“Advertisers haven’t solely embraced CTV promoting however are shifting much more {dollars} away from different channels to bolster their CTV advert budgets,” mentioned Premion president Tom Cox commemnting . “Our research unequivocally affirms that CTV has advanced into an important channel for entrepreneurs to realize their full-funnel model targets. The confirmed effectiveness of CTV in exactly reaching goal audiences, delivering personalised advertisements in participating content material by way of premium stock, and driving enterprise outcomes has cemented streaming TV as a successful technique for advertisers.”
