{"id":12591,"date":"2023-07-14T09:00:10","date_gmt":"2023-07-14T16:00:10","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12591"},"modified":"2023-07-14T09:14:11","modified_gmt":"2023-07-14T16:14:11","slug":"premion-2-in-3-advertisers-using-ctv-ott-will-increase-spending","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/premion-2-in-3-advertisers-using-ctv-ott-will-increase-spending\/","title":{"rendered":"PREMION: 2 in 3 Advertisers Using CTV\/OTT \u00a0Will Increase Spending\u00a0"},"content":{"rendered":"<p><span data-contrast=\"auto\">In a new study, our good friends at <a href=\"https:\/\/premion.com\/\" rel=\"nofollow noopener\" target=\"_blank\">PREMION<\/a> have revealed that 3 in 4 streaming TV advertisers view CTV\/OTT advertising as an extension of their linear TV strategy \u2014 and 2 out of 3 advertisers agree that combining linear TV with \u00a0CTV\/OTT advertising increases brand awareness and improves overall ROI performance throughout the entire marketing funnel. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:360,&quot;335559740&quot;:312}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">More interesting findings from the study include:\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:360,&quot;335559740&quot;:312}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Roboto\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">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%). <\/span><br \/>\n<span data-ccp-props=\"{&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559739&quot;:0,&quot;335559740&quot;:312,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Roboto\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">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.<br \/>\n<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Roboto\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">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.<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u00a0The survey findings indicate that 52% of CTV\/OTT budgets are now primarily controlled by integrated\/hybrid buying teams \u2014 signaling the growing trend towards a more converged and unified approach within linear TV and digital advertising teams<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559739&quot;:360,&quot;335559740&quot;:312,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">The complete \u201c2023 CTV\/OTT Advertiser Study\u201d can be downloaded <\/span><a href=\"https:\/\/premion.com\/new-study-2023-priorities-for-ctv-ott-advertising\/\" rel=\"nofollow noopener\" target=\"_blank\"><span data-contrast=\"none\">here<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:360,&quot;335559740&quot;:312}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Premium Video Content, Brand Safety, and Ad Fraud Prevention Remain Top Priorities<\/p>\n","protected":false},"author":4,"featured_media":9709,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[86],"tags":[135],"class_list":["post-12591","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ott","tag-streaming-tv-advertising","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12591","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=12591"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12591\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/9709"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12591"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12591"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12591"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}