Summary
This document is a research report detailing the findings of a study commissioned by Premion, conducted by Advertiser Perceptions, focusing on media spending and priorities in Connected TV (CTV) and Over-The-Top (OTT) advertising. The study involved an anonymous online survey of 151 ad agency and brand-side marketers who are involved in decision-making for CTV/OTT advertising. The report outlines the respondent profile, including job levels and involvement in media decision-making, as well as their annual advertising spend. Key findings indicate a significant optimism for CTV/OTT advertising, with two-thirds of advertisers planning to increase their spending in 2023, primarily reallocating budgets from digital and linear TV. The report also highlights the perceived value of CTV/OTT compared to traditional TV, with many advertisers recognizing its effectiveness in achieving brand awareness and performance marketing goals. Additionally, challenges such as managing ad frequency and fragmentation in the CTV/OTT landscape are discussed.
