Twitter Hits

Research

(Source: MediaRadar)

➢ Total ad spend in OTT reached nearly $1.3 billion in 2021. On average, OTT represents only 3% of total digital spend/month.

➢ 5,530 total advertisers ran ads across Discovery+, HBO Max, Hulu, Paramount+ and Peacock, accounting for 65% of total tracked OTT spent (nearly $438 million).

➢ Retail was the top Q4 category buying OTT ads, representing 16% of the quarter’s market. Media spending saw a 46% increase from Q3, holding 14% of total spend. Finance also came in with 14% of the quarter’s spend, marking a 31% increase from Q3.

Up Ahead

March 7-8: NCTC IdeaXchange, Cleveland

March 7-10: Morgan Stanley Technology, Media and Telecom Conference

March 11: The FAXIES 2022 Entry Deadline

March 20-23: WICT Network Senior Executive Summit, Stanford University

Quotable

“One of the reasons why we are so committed to the work with Nielsen on the Nielsen ONE Alpha with companies like Google and some of the other holding companies is because we really believe that we have to have a vested, proactive approach to what the future of that currency looks like… As currency moves toward impression-based models, think about the impact to live, to sports, we feel a responsibility to forward currency. Running parallel to that, we also want to be highly innovative as it relates to the layers of measurement that will sit on top of currency. It’s not an either/or, it’s an and. That’s why we’re testing with hundreds of vendors. … we are in the business of ensuring the right KPIs that map to our portfolio and our diversity of audiences we reach is reflected in the measurement partners we choose.”

– Disney Advertising Sales’ Lisa Valentino, EVP, Client Solutions & Addressable Enablement at Disney’s Tech and Data Showcase this week.

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