42% of US publishers saw higher overall revenue on implementing programmatic OTT

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 19, 2020, 10:08 AM UTC

PubMatic and Forrester Consulting recently surveyed 150 US decision-makers at companies that support or sell video ads.

As publishers try and implement fuller automated strategies for OTT inventory, the report highlights challenges, benefits, misconceptions and solutions experienced by publishers. While publishers are interested in programmatic OTT, 75% are hesitant to fully embrace it due to lower revenue and poor advertising quality (75%).

Of those publishers that successfully implemented programmatic OTT, 42% reported higher overall revenue and 41% had better viewer experience. Further, 41% had actionable reporting and insights, and 39% increased spends by advertisers.

However, other concerns among publishers about OTT are lack of standard measurement and audience control (74%), and data leakage (71%). Publishers interested in programmatic OTT want to increase efficiency through automation (44%), increase the availability of ad inventory (40%), and increase demand (39%).

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