Direct-to-consumer marketers plan to increase CTV/OTT spend in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 19, 2021, 4:42 PM UTC

Brand lift measurement is the most significant factor why DTC marketers are planning to increase their CTV/OTT budget.

A Digital Remedy-Dynata survey of 280 direct-to-consumer (DTC) marketers in the US has found that nearly 50% of all respondents are expected to invest in CTV/OTT for the first time, in 2022.  Close to one-fourth of all respondents consider advanced targeting capabilities as the prime advantage of treating CTV/OTT as a DTC marketing channel.

Around 29% of the surveyed DTC marketers, who will not be investing in this space in the first half of next year, plan to spend on this media in the future. Around 43% of the respondents, who had allocated budget to CTV/OTT last year, will increase their spending in H1 2022.

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