According to a survey conducted by Advertiser Perceptions – a research company specialising in the advertising, marketing, and ad tech industries – two-thirds of U.S. advertisers and 78% of UK advertisers said the presence of Content Object signals would make them more willing to shift ad budget from linear TV to CTV video ads.
PubMatic – an independent technology company delivering digital ad supply chain – commissioned the company to survey 200 U.S. advertisers and 100 UK advertisers between June and July this year. These advertisers spend a minimum of $25 million annual in the U.S. and £8.3 million in the UK on video ads and “influence programmatic CTV/OTT ad strategy.” Advertiser Perceptions also conducted four phone interviews about CTV and OTT video ad buying, transparency and Content Object signals.
Data signals such as Content Object give brands information about the content and context of media placements bought programmatically, and the study says that publishers who provide this additional transparency enjoy increased demand.
The survey finds that 62% of U.S. brands and 82% of UK brands agree that they would increase their spend with partners that provide data such as Content Object signals. Additionally, 57% and 64% of U.S. and UK brands respectively stated they would pay a premium for the transparency Content Object signals gives them.
According to Advertiser Perceptions, in-depth interviews with advertisers suggested Content Object signals are critical for advertisers to understand what they have already purchased, however only about half of U.S. advertisers and six in ten UK advertisers, current use Content Object in their media buys.
Nicole Scaglione, VP of CTV and OTT Business at PubMatic, said: “This study proves the critical value of transparency to increase demand for programmatic CTV. The supply chain of the future uses data to bring advertisers closer to their audiences, in turn creating more demand for publishers. In particular, Content Object provides a key path for publishers to share signals that give media buyers the contextual information they need to meet campaign goals and spend more in CTV.”
Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions, commented: “Programmatic CTV gives advertisers more targeting options, better measurability, and real-time decisioning. Our research shows that adding signals such as category and genre drive brands to increase spend, shifting from linear and other channels.”
