Report: OTT, CTV remain a top priority among advertisers

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Xandr, the advertising and analytics division of AT&T, has published its 2021 Relevance Report which looks at the data and automation that are bringing video into the future of advertising.

Xandr spoke with 357 advertising decision-makers across five global regions (US, UK, Australia, Germany and France) to get a holistic picture of the state of convergence.

The results found that while this is the golden age of premium video content for viewers, it is also the height of complexity for advertisers.

Key findings included:

  • Data-driven linear (DDL) is gaining momentum in the U.S. with 3 in 4 advertisers believing it gives marketers the very best of TV and digital advertising and over half planning to increase DDL spending in the next year.
  • OTT and CTV remain a top strategic priority among advertisers with 4 out of 5 regions surveyed ranking it as a top priority among video types.
  • There is work to be done to move people and technology to a converged future as a third of advertisers surveyed lack familiarity with the programmatic OTT buying process.

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