Summary
This report presents findings from a study commissioned by Premion and conducted by Advertiser Perceptions, focusing on media spending and priorities related to CTV/OTT advertising. The study involved an anonymous online survey of 150 marketers involved in advertising strategy, budgeting, media planning, and vendor selection for CTV/OTT advertising. Key demographics included decision-makers from national, regional, or local US advertisers with annual ad spending of at least $250,000. The survey, conducted in April 2024, reveals that 60% of CTV/OTT advertisers plan to increase their spending, with an average increase of 21%. The report details how advertisers are reallocating budgets from other media types, such as digital and linear TV, to support this increase. Additionally, it outlines the perceived benefits of CTV/OTT advertising, including precision audience targeting and the ability to reach engaged audiences. Challenges such as transparency and ad frequency management are also discussed.
