Nearly 50% of Direct-to-Consumer Marketers Plan To Invest on CTV/OTT in 2022 For The First Time

Though CTV/OTT offers a huge opportunity for DTC marketers, ad spend on the channels still has room for growth

Digital Remedy, the leader in developing data-driven technology and services for marketers, today announced new research revealing direct-to-consumer marketer opinions surrounding planned CTV/OTT investment, as well as current practices, business priorities, and partner attribute preferences. In partnership with Dynata, a leading global online market research firm, the survey of more than 280 U.S. direct-to-consumer (DTC) marketers found that only 10% plan to spend on CTV/OTT in 1H 2022.

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“Reaching nearly $20 billion in revenue worldwide this year, the DTC market is expected to continue growing,” said David Zapletal, COO at Digital Remedy, “As many DTC brands exhaust their efforts in search and social, CTV/OTT is the next performance channel that these advertisers should be looking towards. However, investment among DTC has been slow.”

The survey also found that boosting brand awareness will be a top priority among DTC marketers, and platforms that offer brand lift measurement will be most likely to motivate DTC brands to boost current budgets or make the move to CTV/OTT if they haven’t already.

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Key findings include:

  • Nearly one-fourth of respondents consider advanced targeting capabilities to be one of the best benefits of CTV/OTT as a DTC marketing channel
  • 29% of DTC marketers who are not spending on CTV/OTT in 1H 2022 say they will spend on this media sometime in the future, and 43% of those who allocated budget to CTV/OTT in 1H 2021 will spend more in 1H 2022 in this area
  • Offering brand lift measurement would have the most impact on convincing DTC marketers to increase their CTV/OTT budget (50%)

The survey was conducted in August 2021 via Dynata’s online panel and targeted U.S.-based decision-makers at various-sized companies that sell products or services to consumers in some capacity.

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