{"id":42598,"date":"2017-12-15T11:59:56","date_gmt":"2017-12-15T16:59:56","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=42598"},"modified":"2017-12-28T20:40:36","modified_gmt":"2017-12-29T01:40:36","slug":"new-study-provides-proof-of-explosive-growth-of-ott-ad-spend","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/","title":{"rendered":"New Study Provides Proof of Explosive Growth of OTT Ad Spend"},"content":{"rendered":"

What:<\/strong> SpotX<\/strong>, a video ad serving platform, released figures illustrating explosive growth in global over-the-top (OTT) video advertising spend across its platform.
\nWhy It Matters:<\/strong> SpotX<\/strong>\u2019s data revealed that the portion of overall ad budgets spent with OTT inventory owners increased from 8 percent in October 2016 to over 26 percent of total spend for October 2017. This equates to nearly 18X growth in advertiser dollars spent on OTT inventory year over year in October.<\/p>\n

As consumers begin to view more and more video on their devices, marketers are increasingly betting on OTT when it comes time to allocate budgets. According to SpotX\u2019s data, overall ad spend on OTT inventory increased 18X between October 2016 and October 2017. On top of this revelation was the estimate that OTT is expected to account for around 30 percent of video ad spend by the end of 2017, as the holiday season brings 2017 to a close.<\/p>\n

According to SpotX, this is the first time any SSP has disclosed such granular figures.\u00a0Fueling the growth are SpotX’s top DSP partners: Adobe Advertising Cloud, dataxu, The Trade Desk, VideoAmp, and ZypMedia.<\/strong><\/p>\n

Growth of OTT Spend Partly Due to Improvements in Programmatic<\/strong><\/h2>\n

According to Kelly\u00a0McMahon, VP of Global Demand Operations at SpotX<\/strong>, this shift in ad spend can be attributed to the fact that \u201cwe\u2019re seeing consumers shift in how they are consuming video content this year faster than any previous year: from desktop to mobile, now it\u2019s Smart TVs and OTT technology.\u201d<\/p>\n

Ian Monaghan, Special Operations Consultant at Adobe Advertising Cloud<\/strong> echoed McMahon\u2019s sentiments, stating that since people now have more content to stream on more devices than ever before: \u201cEven in live sports, long considered a holdout where\u00a0traditional broadcast viewing dominates, OTT options have\u00a0entered the mainstream.\u201d<\/p>\n

McMahon added that this shift in consumer behavior caused companies to \u201cembrace their abilities to use programmatic.” Before, while many transactions were handled via traditional sales channels, companies have been motivated to \u201cunderstand how to use inventory programmatically.\u201d<\/p>\n

At SpotX, McMahon explained that they have \u201cmade a rather large investment in OTT and CTV strategy, providing tools to media owners to sell their OTT CTV inventory programmatically\u201d and investing in educating buyers and making transactions simpler.\u201d<\/p>\n

The problem isn’t just explaining how to buy and sell<\/em> OTT inventory: OTT itself has presented plenty of challenges in terms of how to measure its effectiveness for targeting purposes. But thanks to OTT’s popularity among consumers, the industry has developed new types of data and measurement tools that help make it more competitive with TV and digital. \u201cTo advertisers, OTT has historically been on an\u00a0island\u00a0— not fully digital or fully TV in terms of targeting and measurement capabilities, but often presented as both,\u201d Monaghan added. He pointed to the addition of Nielsen Digital Ad Ratings as \u201cbringing OTT up to speed for TV buyers and Adobe Advertising Cloud’s innovations\u00a0in\u00a0planning and measurement are bringing it up to speed with digital.\u201d<\/p>\n

Programmatic Aids in Linking Consumer Behavior to Digital Activity<\/strong><\/h2>\n

Understanding how consumers engage with brands across multiple channels and devices is step one for any brand looking to maximize the effectiveness of their OTT investments. Tim Sims, SVP, Inventory Partnerships at The Trade Desk<\/strong> explained that since \u201cdigital media consumption is increasingly fragmented, marketers need to be able to link audiences together and understand how each performs.\u201d<\/p>\n

In this sense, programmatic is a useful tool, because \u201cprogrammatic advertising enables advertisers to reach and engage with customers along their entire journey and also measure how different channels are performing as part of the overall marketing mix,\u201d said Sims. For this reason, Sims argued, The Trade Desk acquired cross-device identity graph company Adbrain to \u201cadd a data set of cross-device IDs to our own demand-side platform\u201d and \u201cto provide a unified view of the customer in targeting and reporting.\u201d<\/p>\n

Going omnichannel is also essential for platforms to be competitive, Sims said. \u201cThat\u2019s why we\u2019ve worked so hard over the last few years to grow our global footprint as well as our\u00a0cross-device services marketplace, a platform feature with identity-linking graphs from companies like Oracle, Tapad, LiveRamp, and Drawbridge<\/strong>, as well as Adbrain<\/strong>,\u201d he said.<\/p>\n

Adobe’s Monaghan asserted that while \u201clinking what a viewer is watching to\u00a0consumer\u00a0data is a key part of any modern advertiser\u2019s toolkit, marketers often lack the tools to make data actionable in advertising.\u201d With that in mind, Adobe launched its Advertising Cloud, and\u00a0\u201ctightly integrated it with Adobe Analytics Cloud, which helps brands measure customer data and act on it. Together,\u00a0we’re enabling advertisers to reach discrete audiences on any screen.\u201d<\/p>\n

The Future of OTT: More Deterministic Data for Effective Audience Targeting <\/strong><\/h2>\n

What do the targeting techniques of the future look like? The Trade Desk\u2019s Sims argued that his team is \u201cseeing more deterministic data sets coming into the market, which is key for creating identity graphs that allow for effective audience targeting.\u201d As global access to the Internet and connected devices increases, marketers will access more and more data that tells them what consumers care about, why they do what they do, and what devices they use to do it.<\/p>\n

In the meantime, Sims says, \u201cbrands are excited to leverage this new channel to extend their message and reach customers in a targeted, personalized way across their entire journey.\u201d<\/p>\n

[ctalatamb]<\/p>\n","protected":false},"excerpt":{"rendered":"

SpotX\u2019s new data reveals that the portion of overall ad budgets spent with OTT inventory owners increased from 8 percent in October 2016 to over 26 percent of total spend for October 2017.<\/p>\n","protected":false},"author":2,"featured_media":42599,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[174,129],"tags":[11582,570,4006,3223,8870,9282],"yoast_head":"\nNew Study Provides Proof of Explosive Growth of OTT Ad Spend<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Study Provides Proof of Explosive Growth of OTT Ad Spend\" \/>\n<meta property=\"og:description\" content=\"SpotX\u2019s new data reveals that the portion of overall ad budgets spent with OTT inventory owners increased from 8 percent in October 2016 to over 26 percent of total spend for October 2017.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/\" \/>\n<meta property=\"og:site_name\" content=\"Portada\" \/>\n<meta property=\"article:published_time\" content=\"2017-12-15T16:59:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-12-29T01:40:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2017\/12\/Portada-Feature-Template-Feature-Image-for-Posts-6-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Editorial Staff @portada_online\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Editorial Staff @portada_online\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/\",\"url\":\"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/\",\"name\":\"New Study Provides Proof of Explosive Growth of OTT Ad Spend\",\"isPartOf\":{\"@id\":\"https:\/\/www.portada-online.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2017\/12\/Portada-Feature-Template-Feature-Image-for-Posts-6-1.jpg\",\"datePublished\":\"2017-12-15T16:59:56+00:00\",\"dateModified\":\"2017-12-29T01:40:36+00:00\",\"author\":{\"@id\":\"https:\/\/www.portada-online.com\/#\/schema\/person\/f3fb2347bd95efa69deaf2790defc3ec\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/#primaryimage\",\"url\":\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2017\/12\/Portada-Feature-Template-Feature-Image-for-Posts-6-1.jpg\",\"contentUrl\":\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2017\/12\/Portada-Feature-Template-Feature-Image-for-Posts-6-1.jpg\",\"width\":1200,\"height\":628},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.portada-online.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"New Study Provides Proof of Explosive Growth of OTT Ad Spend\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.portada-online.com\/#website\",\"url\":\"https:\/\/www.portada-online.com\/\",\"name\":\"Portada\",\"description\":\"Marketing and Business News and Intelligence\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.portada-online.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.portada-online.com\/#\/schema\/person\/f3fb2347bd95efa69deaf2790defc3ec\",\"name\":\"Editorial Staff @portada_online\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.portada-online.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/86255aae500874b73e4bd2f36ca9e38a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/86255aae500874b73e4bd2f36ca9e38a?s=96&d=mm&r=g\",\"caption\":\"Editorial Staff @portada_online\"},\"description\":\"Portada\u2019s mission is to help business and marketing professionals understand and reach consumers in the U.S. and Latin America. Our team members are based in New York City, Los Angeles, Miami, Mexico City, and Buenos Aires, Argentina. Credibility is our biggest asset: The Portada team is passionate about producing high-quality, independent content that helps drive forward Business and Marketing throughout the Americas.\",\"url\":\"https:\/\/www.portada-online.com\/author\/portada\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"New Study Provides Proof of Explosive Growth of OTT Ad Spend","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/","og_locale":"en_US","og_type":"article","og_title":"New Study Provides Proof of Explosive Growth of OTT Ad Spend","og_description":"SpotX\u2019s new data reveals that the portion of overall ad budgets spent with OTT inventory owners increased from 8 percent in October 2016 to over 26 percent of total spend for October 2017.","og_url":"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/","og_site_name":"Portada","article_published_time":"2017-12-15T16:59:56+00:00","article_modified_time":"2017-12-29T01:40:36+00:00","og_image":[{"width":1200,"height":628,"url":"https:\/\/www.portada-online.com\/wp-content\/uploads\/2017\/12\/Portada-Feature-Template-Feature-Image-for-Posts-6-1.jpg","type":"image\/jpeg"}],"author":"Editorial Staff @portada_online","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Editorial Staff @portada_online","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/","url":"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/","name":"New Study Provides Proof of Explosive Growth of OTT Ad Spend","isPartOf":{"@id":"https:\/\/www.portada-online.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/#primaryimage"},"image":{"@id":"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/#primaryimage"},"thumbnailUrl":"https:\/\/www.portada-online.com\/wp-content\/uploads\/2017\/12\/Portada-Feature-Template-Feature-Image-for-Posts-6-1.jpg","datePublished":"2017-12-15T16:59:56+00:00","dateModified":"2017-12-29T01:40:36+00:00","author":{"@id":"https:\/\/www.portada-online.com\/#\/schema\/person\/f3fb2347bd95efa69deaf2790defc3ec"},"breadcrumb":{"@id":"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/#primaryimage","url":"https:\/\/www.portada-online.com\/wp-content\/uploads\/2017\/12\/Portada-Feature-Template-Feature-Image-for-Posts-6-1.jpg","contentUrl":"https:\/\/www.portada-online.com\/wp-content\/uploads\/2017\/12\/Portada-Feature-Template-Feature-Image-for-Posts-6-1.jpg","width":1200,"height":628},{"@type":"BreadcrumbList","@id":"https:\/\/www.portada-online.com\/video-marketing\/new-study-provides-proof-of-explosive-growth-of-ott-ad-spend\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.portada-online.com\/"},{"@type":"ListItem","position":2,"name":"New Study Provides Proof of Explosive Growth of OTT Ad Spend"}]},{"@type":"WebSite","@id":"https:\/\/www.portada-online.com\/#website","url":"https:\/\/www.portada-online.com\/","name":"Portada","description":"Marketing and Business News and Intelligence","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.portada-online.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.portada-online.com\/#\/schema\/person\/f3fb2347bd95efa69deaf2790defc3ec","name":"Editorial Staff @portada_online","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.portada-online.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/86255aae500874b73e4bd2f36ca9e38a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/86255aae500874b73e4bd2f36ca9e38a?s=96&d=mm&r=g","caption":"Editorial Staff @portada_online"},"description":"Portada\u2019s mission is to help business and marketing professionals understand and reach consumers in the U.S. and Latin America. Our team members are based in New York City, Los Angeles, Miami, Mexico City, and Buenos Aires, Argentina. Credibility is our biggest asset: The Portada team is passionate about producing high-quality, independent content that helps drive forward Business and Marketing throughout the Americas.","url":"https:\/\/www.portada-online.com\/author\/portada\/"}]}},"_links":{"self":[{"href":"https:\/\/www.portada-online.com\/wp-json\/wp\/v2\/posts\/42598"}],"collection":[{"href":"https:\/\/www.portada-online.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.portada-online.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.portada-online.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.portada-online.com\/wp-json\/wp\/v2\/comments?post=42598"}],"version-history":[{"count":0,"href":"https:\/\/www.portada-online.com\/wp-json\/wp\/v2\/posts\/42598\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.portada-online.com\/wp-json\/wp\/v2\/media\/42599"}],"wp:attachment":[{"href":"https:\/\/www.portada-online.com\/wp-json\/wp\/v2\/media?parent=42598"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.portada-online.com\/wp-json\/wp\/v2\/categories?post=42598"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.portada-online.com\/wp-json\/wp\/v2\/tags?post=42598"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}