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.
[3 minute read]