Three out of five advertisers (61%) using CTV/OTT will increase spending, with an average increase of 21%

According to the new “2024 CTV/OTT Advertiser Survey” released by Advertiser Perceptions and Premion, spending increases are being driven by the ability to achieve full-funnel objectives (41%), reach a highly engaged opt-in audience (40%), and precision audience targeting (38%). Among those increasing their CTV/OTT ad spend in 2024, 74% are reallocating budgets from digital, social media, or linear TV, while one in four (26%) are tapping into new ad budgets to fuel this growth. The study also finds that more than half (56%) of CTV/OTT budgets are now primarily controlled by integrated/hybrid buying teams, indicating a growing shift towards a unified TV buying approach across linear TV and digital advertising teams.

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