December 15, 2020

Sources for 2021 OTT/Connected TV (CTV) Ad Spending According to US Agencies and Brand Marketers, Nov 2020 (% of respondents)

Note

Respondents were asked, "You indicated that you have budgeted media spend for digital video in 2021. Does this include OTT/CTV, and if so, where will you be sourcing the OTT/CTV budget from?" Data was provided to eMarketer by IAB.

Methodology

Data is from the December 2020 Interactive Advertising Bureau (IAB) "2021 Marketplace Outlook Survey Results." 266 brand marketers and agencies were surveyed during November 12-30, 2020. Respondents include media planners, media buyers, and marketers who have purview into US ad spending and revenues in 2020. Respondents were from agencies (51%), brands (37%) or other companies (12%) from leading verticals that include financial services (28%), CPG/food and beverage (25%), health/healthcare (23%), automotive (22%), and travel/tourism (20%).