Resource Thought Leadership

OTT & Connected TV Advertising Guide 2019

TV’s digital resistance is cracking thanks to widespread adoption of “over the top” TV (OTT), which gives consumers control over what they watch and when, while offering advertisers a best-of-both-worlds medium that blends the precision of digital targeting with the high-engagement content of TV.

On the consumer front, the OTT revolution is all over but the shouting. OTT is luring audiences from traditional TV in chunks because it delivers what consumers have always wanted: the flexibility to schedule TV around their lives, greater access to content, and lower cost. Already, most U.S. adults under 35 primarily use online streaming to watch TV. There is no going back.

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How Are OTT Advertisers Using Data?

We have kept our internal data private for some time now, but our research and analytics team did such great work analyzing the past four quarters of usage across our OTT DMP and Data Marketplace we thought it was worth sharing. Most of the other data shared around OTT/CTV is skewed to a specific publisher or device manufacturer, or is limited to viewership behavior. We believe as the largest provider of household addressable data across CTV (and as a company that doesn’t own any media) — we could not only provide the most comprehensive insight into how data is used for targeting across CTV, but be the most impartial.

Please take a look at the Infographic we created to highlight some of our key findings.

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OTT Advertisers Demand Enhanced Targeting & Measurement Before Moving Large Budgets

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

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