What Obstacles Are Preventing US Agency and Marketing Professionals from Using More Over-the-Top (OTT) Ads? (% of respondents, March 2019)
US marketers and agency professionals were asked what obstacles were inhibiting greater investment into OTT advertising and responses included cost/price, inadequate metrics or campaign measurement, lack of large scale audience, difficulty with data integration and poor performance or ROI.
Data is from the April 2019 Interactive Advertising Bureau (IAB) "Digital Content NewFronts: 2019 Video Ad Spend Report" conducted by Advertiser Perceptions. 350 US agency (40%) and marketing (60%) professionals were surveyed online during February 18-March 1, 2019. Respondents identified their industries as automotive, CPG, fashion & apparel, finance, home furnishings, media & entertainment, retail and telecommunications. All respondents were involved in digital video advertising decision-making, had $1+ million in total annual ad spending in 2018 and had at minimum a modest understanding of the Digital Content NewFronts.