New Survey: Uncovering the Intrinsic Value of Premium Content for CTV Advertisers

August 21, 2023 | By John Vilade

Author: John Vilade, Head of Sales, Premion.

Not all content is created equal, especially when it comes to navigating the fragmented streaming TV landscape. The growth in ad-supported streaming options brings added complexities for advertisers in dealing with a myriad of media buying options — whether it’s going direct, using an aggregator, buying programmatically, or through open exchanges — which can present the potential for greater brand safety risks.

Building upon our 2023 CTV/OTT Advertiser Study, we wanted to explore the true value that advertisers place on premium content in their CTV buying decisions. In collaboration with Advertiser Perceptions, we conducted on an additional study to uncover current perceptions on this topic.

The verdict is in — Advertisers aren’t just recognizing the significance of premium content; they’re prioritizing it as a core element in their CTV ad buying strategies. Increasingly, advertisers consider alignment with reputable, high-quality content as a pivotal factor for brand credibility — and it’s where they’re investing more of their ad dollars.

Among the key findings:

Premium Content: The Cornerstone of Brand Alignment and Engagement

7 in 10 advertisers agree premium content is important for brand alignment with reputable content

3 in 4 advertisers agree premium content captures more audience attention and drives higher engagement

Heightened Focus on Brand-Safe Quality Content 

7 in 10 advertisers agree adjacency to premium brand-safe content is important for CTV/OTT campaigns

Choosing the Right CTV/OTT Advertising Provider is a Decisive Factor

Recognizable/trusted brands and networks, inventory transparency and trusted inventory sources are most important when choosing a CTV/OTT advertising provider

These findings align with our ongoing research that further validates the importance of premium CTV content for advertisers. Earlier this year, a TVision study uncovered a direct link between co-viewing and premium content and its role in driving engagement. This also highlights the symbiotic relationship between co-viewing and premium content, and we attribute our high co-viewing scores (19% lift above CTV Norms) to our focus on only serving directly sourced premium trusted content. Advertisers are recognizing that premium content matters more than ever, and we’re committed to educating and demonstrating its value in driving engagement and outcomes for advertisers.

For more advertiser insights on topics including budget control, targeting, measurement, brand safety, ad fraud and inventory, download our 2023 CTV/OTT Advertiser Study.

Read more on MediaPost here.

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