Two in three advertisers using CTV/OTT will increase spending

According to a new 2023 CTV/OTT Advertiser Survey released by Advertiser Perceptions and Premion, 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%).

“Our study unequivocally affirms that CTV has evolved into an essential channel for marketers to achieve their full-funnel brand goals,” said Tom Cox, President of Premion. “The proven effectiveness of CTV in precisely reaching target audiences, delivering personalized ads in engaging content through premium inventory, and driving business outcomes has cemented streaming TV as a winning strategy for advertisers.”

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