Linear TV & OTT:

Living Together in Harmony

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Ad-Supported over-the-top (OTT) is a fast-growing area in video advertising.

Nearly 70% of households now have access to an internet-enabled TV connected device and total time spent streaming OTT is up 28% vs. last year. Yet, despite this growth opportunity, only 15% of marketers regularly include connected TV in their plans. Why?

As is often the case with rapid growth, there is a need for clarity, deeper understanding, and probing analysis. Following the publication of our previous insights report, You Down With OTT, we tackled the next natural question advertisers and marketers struggle with:

How do linear TV and ad-supported OTT work together to impact campaigns?

  • More Engagement: Campaigns utilizing both linear TV and OTT enjoy 2x increase in brand favorability vs. OTT-only plans.
  • More Reach: Ad-supported OTT adds both incremental reach and message reinforcement against several audiences, including high-value consumers – Millennials, Households with Kids, and the Affluent. Consider that 13% of Millennials are reached by ad-supported OTT-alone.
  • More Premium Ad Opportunities & Outcomes: Data-fueled OTT targets a brand’s best prospective customers, which is proven to increase business growth and footfall traffic.

To learn more about how adding ad-supported OTT to a Linear TV campaign can deliver better campaign results, click here to download the report.

A Cross-Platform Campaign Can See A Healthy Increase In Brand Favorability

Brand Favorability Lift: Exposure to an ad in OTT-Only and in Linear TV + OTT

TV Drives The Majority of Millennial Reach Which Can Be Supplemented By Ad-Supported OTT

Duplicated Reach Among Millennials, 18-34

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