CTV-OTT Advertisers Plan To Increase Spending by 22% in 2022: Study

Funds are flowing from linear TV, Advertiser Perceptions and Premion find

Most advertisers buying connected TV and over-the-top inventory plan to increase their spending on streaming by an average of 22%, according to a new study from Advertiser Perceptions and Premion, Tegna’s local OTT/CTV ad unit.

Among those responding to the study, 25% called CTV/OTT the most important or valuable media type in 2021, topping linear TV, paid search and social.

“Advertisers have embraced CTV and they’re shifting bigger budgets to the medium as an essential buy for driving brand awareness and performance marketing,” Premion President Tom Cox said. “Our study validates that CTV has become an invaluable channel for brand marketers and agencies to follow their audiences, plan with data-driven targeting, and measure with outcomes-based performance. New data capabilities make CTV even more compelling for advertisers to gain a complete understanding of audience behaviors and to connect viewership to direct business results.” 

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