Survey: Over half of CTV/OTT advertisers to increase spend
More than half of advertisers using Connected TV/OTT will increase spending, with an average increase of 22 per cent, according to a 2022 CTV/OTT Advertiser Survey released by Advertiser Perceptions and Premion, the premium CTV/OTT advertising solution for regional and local advertisers.
The survey reveals that investment and optimism for CTV advertising are already high and continuing to rise fuelled by its ability to precision target and achieve full-funnel brand goals. The report finds that 66 per cent of advertisers are shifting budgets from digital, social and linear TV to fund CTV/OTT spend increases, while 30 per cent say that funding will come from an overall increase in ad budgets. Additionally, more than four in five advertisers believe that the value of CTV/OTT is greater than, or equal to, that of primetime TV, with two in five saying the channel is more valuable.