More than 600 marketing professionals were polled on how their teams use OTT into their marketing mix and the influence it has on business results.
54%
54% of marketers use OTT for developing prospects.Marketers’ reliance on the media channel will grow, as they intend to spend 23.6% more on OTT advertisements in 2024. In 2024, 35% of marketers aim to boost ad expenditure, with majority citing OTT as the most successful channel in their marketing mix.
65%
Adding OTT to other paid channels, such as search and social, increases revenues for 65% of marketers.
68%
Using OTT as part of a broad marketing mix has resulted in enhanced brand recognition (68%).
2
Two common misconceptions regarding OTT are that it is too costly and difficult to assess. In actuality, OTT generates a superior return on investment due to its targeting capabilities and outcome-based advertising approach.
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