The OTT sector will become a $50 billion industry by 2020 (Over $20B in the US market). As measurement and targeting capabilities continue to advance, advertisers are allocating more budget to this medium which has an audience that continues to grow exponentially. However, until ad capabilities for OTT reach its “household-level” targeting promise, significant advertising growth won’t occur.
- There is optimism for OTT ad spend
- OTT is pulling from all media budgets
- Publishers know it’s a way to reach Millennials
- Most significant barriers to additional OTT advertising spend / revenue