PubMatic：CTV和OTT广告透明度分析报告（英文版）（9页）.pdf

1、COMM IS SION ED REP OR T BY GREATER TRANSPARENCY WILL BRING MORE SPEND TO CTV/OTT 2022 PUBMATIC,INC.ALL RIGHTS RESERVEDGREATER TRANSPARENCY WILL BRING MORE SPEND TO CTV/OTT /1HOW TO BRING GREATER TRANSPARENCY TO PROGRAMMATIC CTV AND OTT VIDEOKEY FINDINGS The presence of Content Object signals is gro

2、wing rapidly.Most CTV and OTT video advertisers in the US and UK are familiar with Content Object signals and have seen them in the bidstream,and among those who are familiar,half or more report having used them to buy these ads programmatically.Advertisers agree that Content Object signals are crit

3、ical for transparency in programmatic CTV and OTT video.This data gives them information at the impression level,which is typically not available to them when they buy these ads direct from publishers.Content Object signals improve campaign optimization and ultimately,audience experience.Advertisers

4、 want to use these signals both on the planning and activation side as well as on the reporting and optimization side.This gives them insights into which impressions they want to bid on,whats working,and where they should double down.Advertisers will spend more with those who provide empower them.62

5、%of US brands and 82%of UK brands say that they would increase their spend with partners that provide data such as Content Object signals.The presence of Content Object signals makes CTV and OTT video ad impressions more premium from an advertiser perspective.Most say theyre willing to pay premium p

6、rices for such inventory(57%in the US and 64%in the UK)even higher than they pay to buy direct from publishers.Big linear TV budgets are up for grabs.Advertisers are also more likely to shift money from linear TV to CTV when these signals are present (two-thirds of advertisers surveyed in the US and