BIA forecasts CTV/OTT local ad spending to exceed $2.8 billion this year as this platform continues its fast growth. Given dynamics and high interest in local CTV, several recent studies have probably crossed your inbox or popped up in your trade press reading. Sometimes, tracking and digesting all of this market intelligence is tricky. In this BIA Industry Digest, we summarize key findings from recent studies to examine the CTV/OTT landscape.
To set the stage, a few thoughts summarizing the current situation. Research indicates that localized CTV/OTT advertising campaigns lead to a significant boost in key metrics like relevance, trust, and purchase intention compared to national campaigns. By integrating linear (broadcast) and CTV/OTT advertising, brands effectively reach audiences consuming premium video content, enhancing full-funnel activation and measurable results. Most marketers expect to increase their CTV/OTT spending by an average of 21% in 2025, reallocating funds from digital, social, and linear TV media.
Here are highlights from a few valuable studies.
Premion-BIA
Among the key advertiser takeaways from the report:
- Local Relevance: Local advertisers now have access to sophisticated audience targeting and advanced measurement capabilities, previously reserved for national and big brand advertisers.
- A Total TV Strategy: By combining CTV and linear TV advertising as part of a Total TV strategy, advertisers can reach viewers regardless of how they watch, gaining access to a larger total audience.
- Full-funnel Measurement: Marketers now have access to advanced measurement tools that provide accurate insights into campaign outcomes across the customer journey. These tools measure reach extension, brand lift, website visits, and can link CTV viewership to in-store and online sales.
The report, Streaming TV Playbook for Marketers in a Shifting Advertising Marketplace, available for download also covers brand safety, methods for combatting ad fraud, advanced targeting, multifaceted buying and transparency.
Premion-Advertiser Perceptions
Survey 150 agency and brand decision makers for CTV/OTT advertising.
Key takeaways:
- Most (3 in 5) plan to increase CTV/OTT spending this year by an average of 21%
- Three-quarters (74%) are reallocating budget from digital, social, or linear TV to fund more CTV spending; 25% are using “new” ad dollars for CTV/OTT
- 4 in 5 see CTV/OTT as an extension of their linear TV buys, and 7 in 10 agree that the combination increases brand awareness, full-funnel performance, and ad recall.
- More than 4 in 5 consider in their buying factors such as premium video content, ad fraud prevention, and brand safety.
The study, CTV/OTT Advertiser Study 2024, available for free download also covers the perceived value of CTV/OTT and how it relates to capturing audiences and achieving full-funnel objectives.
Frequence-Madhive
Frequence surveyed 500 digital ad sellers.
Key takeaways:
- Growing demand for omnichannel strategies with consistent and measurable results across platforms.
- 80% are using AI tools in some capacity, mostly campaign management, workflow automation, and media buying/forecasting.
- 55% have lost a client due to .
- 37% say reporting campaign performance is the hardest part of their job.
The report, 2024 Local Advertising Sellers Index, available for free download, also covers the state of advertising budgets, the negative effects of inefficient processes/workflows and thow the industry is keeping up with tech advancements.
Locality-The Harris Poll
1,052 US adults 18+, 1+ hr TV viewing/week broadcast and streaming in November 2024
Key findings
- 71% of Americans expect ad messages to be localized; rises to 81% among 18–34-year-olds
- 70+% of viewers to both broadcast and streaming video agree that national brands placing local advertising are more relevant, they’re more likely to learn about and trust the advertiser than if the ads were only national
- 40% said ads in local sports games would boost positive impact of brands.
The report, The Local Lift: How Local Video Campaigns Increase Consumer Action, available for free download also covers the impact of advertising in local sports games and offers QSR case studies that show double-digit local lifts.
To learn more about BIA Advisory Service’s work in Local CTV/OTT, contact info@bia.com and see our recent reports and research here.
