Premium Video Content, Brand Safety, and Ad Fraud Prevention Remain Top Priorities
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.