2 in 3 Advertisers Using CTV/OTT Will Increase Spending, Finds New Advertiser Perceptions and Premion Survey

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

Two in three advertisers using CTV/OTT will increase spending, with an average increase of 23%, according to a new 2023 CTV/OTT Advertiser Survey released by Advertiser Perceptions and Premion, the leading premium CTV/OTT advertising solution for regional and local advertisers.

The survey reveals that investment and optimism for CTV/OTT advertising remain high — and increasing expenditure is being driven by the ability to capture declining TV audiences (46%), provide the benefits of TV with digital capabilities (44%), and the ability to achieve full-funnel objectives (39%). Additionally, among advertisers who are increasing their CTV/OTT ad spending in 2023, a majority (62%) are reallocating their budgets from digital, social media, or linear TV to fund their increased spend on CTV/OTT advertising, while one in three advertisers are utilizing new ad budgets for this purpose.

Read more on MarTechSeries here.