How Do US Agency and Marketing Professionals Define Over-the-Top (OTT) Video*? (% of respondents, March 2019)
US ad buyers were asked how they define over-the-top (OTT) for ad-buying purposes. Respondents chose between streaming video specifically on a TV screen other than live TV or streaming video that appears on any screen (TV, mobile, desktop) other than live TV.
Data is from the April 2019 Interactive Advertising Bureau (IAB) "Digital Content NewFronts: 2019 Video Ad Spend Report" conducted by Advertiser Perceptions. 350 US agency (40%) and marketing (60%) professionals were surveyed online during February 18-March 1, 2019. Respondents identified their industries as automotive, CPG, fashion & apparel, finance, home furnishings, media & entertainment, retail and telecommunications. All respondents were involved in digital video advertising decision-making, had $1+ million in total annual ad spending in 2018 and had at minimum a modest understanding of the Digital Content NewFronts.