Trends

CTV/OTT advertisers plan 22% spending will increase in 2022

July 15, 2022

Greater than half of advertisers utilizing linked TV/OTT will improve spending, with a mean improve of twenty-two%, in accordance with a brand new 2022 CTV/OTT Advertiser Survey launched by Advertiser Perceptions and Premion.

The survey reveals that the power of CTV promoting to precision goal and obtain full-funnel model targets are fueling the CTV spending.

About two thirds of advertisers (66%) are shifting budgets from digital, social and linear TV to fund CTV/OTT spend will increase, whereas 30% say that funding will come from an general improve in advert budgets, the survey discovered.

Moreover, greater than 4 in 5 advertisers imagine that the worth of linked TV/OTT is larger than, or equal to, that of primetime TV, with two in 5 saying the channel is extra invaluable.

“Advertisers have embraced CTV and so they’re shifting greater budgets to the medium as an important purchase for driving model consciousness and efficiency advertising and marketing,” stated Tom Cox, president of Premion. “Our research validates that CTV has turn into a useful channel for model entrepreneurs and companies to comply with their audiences, plan with data-driven focusing on, and measure with outcomes-based efficiency. New knowledge capabilities make CTV much more compelling for advertisers to achieve a whole understanding of viewers behaviors and to attach viewership to direct enterprise outcomes.”

When it comes to efficiency, 43% of entrepreneurs surveyed stated that CTV/OTT spend will increase are pushed by the power to attain model consciousness and efficiency advertising and marketing targets. Precision viewers focusing on and prolonged attain for linear TV campaigns high the listing of CTV promoting viewers advantages. Whereas attain and frequency, in addition to driving model raise and gross sales raise, are the highest advert marketing campaign metrics, many advertisers are nonetheless measuring CTV by way of web site visits and impressions by community.

Different key findings within the survey embrace:

56% of advertisers say the power to precision goal audiences is the highest purpose for growing CTV/OTT spending in 2022.
Almost 70% of advertisers agree that CTV/OTT permits them to focus on audiences domestically in methods that aren’t doable with conventional TV.
4 in 5 advertisers contemplate the supply of customized viewers segments very or considerably necessary.
One in two advertisers use impressions and improve in model consciousness to judge marketing campaign ROAS (return on advert spend).
9 in 10 advertisers contemplate model security a precedence of their CTV/OTT promoting planning and technique.
4 in 5 advertisers contemplate advert fraud prevention a precedence of their CTV/OTT promoting planning and technique.
9 in 10 advertisers contemplate it a precedence to incorporate premium video content material of their CTV/OTT promoting.
97% of CTV/OTT advertisers agree that promoting on premium video content material can enhance ROI efficiency targets.

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CTV/OTT advertisers plan 22% spending will increase in 2022