CTV | OTT is changing advertising. Premium content, data-driven targeting, reporting & analytics
The opportunity is great and agencies are changing their structure, planning and buying methodologies to serve their clients.
1, There once was a time when buyers were called Broadcast Buyers, or Television Buyers... They had Traditional planning teams and Digital planning teams. Now many agencies are converging Broadcast, Cable, and Digital video including CTV into one team. This is the first shift that will open up budgets to CTV | OTT.
2, 53% of Broadcast TV buyers and 52% of Cable TV Buyers will shift money into CTV | OTT
Full IAB Study Here