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The share of advertisers utilizing CTV in H1 2021 isn’t changing much. However, 60% of those that are spending plan on increasing their investments. This suggests CTV/OTT is proving to be an effective part of their media plan.
An unexpected appetite for emerging formats like DOOH
We were surprised to learn that CTV advertisers are nearly two times as likely to spend on digital-out-of-home (DOOH) versus those who are not CTV advertisers. The link between the two is expected to grow, with 68% of CTV advertisers planning to increase DOOH spend in H1 2021.
This shows us that certain advertisers who are already seeing the benefits of CTV are more willing to take risks on another emerging format. Having the ability to spend both CTV and DOOH in the same omnichannel demand-side platform (DSP) allows marketers to manage and optimize in one place.
When it comes to measuring success, marketers are feeling comfortable with the shift to new means of measurement from legacy video metrics such as KPIs that better capture CTV/OTT and DOOH. KPIs like viewability, ad completion rate, and video completion rate that have been used for display and desktop video that have 1-to-1 user ratios. As CTV/OTT and DOOH are 1-to-many ratio, advertisers are evolving their ads and measurement strategy accordingly, and are seeing success.
These findings paint an optimistic picture for the next couple of quarters. At Verizon Media, we’re helping publishers and advertisers push their budgets further with the latest research to drive your digital decision-making and the latest solutions to improve the experience of our partners and consumers.
—Mike Petrella, vice president, global partnerships, Verizon Media