To what extent does OTT/CTV marketing influence the revenue of a company? In comparison to other marketing channels, how does the advertising channel fare?

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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