More than half of US advertisers Plan to Increase Spending on Streaming TV

Investment and optimism for connected TV (CTV) advertising are high and continuing to rise fueled by its ability to precision target and achieve full-funnel brand goals, says research released by Advertiser Perceptions and Premion (Source Rapid TV News)

Nearly three-fifths (56%) of advertisers said the ability to precision target audiences was the top reason for increasing CTV/OTT spending in 2022, and almost 70% of advertisers agreed that CTV/OTT allowed them to target audiences locally in ways that are not possible with traditional TV. One in two advertisers used impressions and increase in brand awareness to evaluate campaign ROAS (return on ad spend).

“Advertisers have embraced CTV and they’re shifting bigger budgets to the medium as an essential buy for driving brand awareness and performance marketing,” said Premion president Tom Cox commenting on the findings of the survey.

“Our study validates that CTV has become an invaluable channel for brand marketers and agencies to follow their audiences, plan with data-driven targeting, and measure with outcomes-based performance. New data capabilities make CTV even more compelling for advertisers to gain a complete understanding of audience behaviors and to connect viewership to direct business results.”