The portion of digital advertising budgets for over-the-top (OTT) platforms is growing.
Overall ad budgets spent with OTT inventory owners increased to over 26% of total digital video channel spend for October 2017 -- up from 8% in October 2016, according to digital video ad tech company SpotX.
“We’ve seen DSP [demand-side ad platforms] partners increasing their focus on OTT in response to a shift in consumption habits,” stated Kelly McMahon, vice president of global demand operations at SpotX.
The company says this equates to nearly 18 times growth in advertiser dollars spent on OTT inventory owners year over year in October. With the holiday season, it expects OTT to grow 30% of video ad spend by the end of 2017.
For the OTT video category, SpotX says its results include broadcast-quality inventory from TV networks, multichannel video programming distributors (MVPDs) and other live, linear and video-on-demand (VOD) streaming services delivered via connected TV devices, as well as desktop and mobile screens.
Adobe Advertising Cloud, dataxu, The Trade Desk, VideoAmp and ZypMedia are leading growth as the top platforms transacting on OTT inventory -- when looking at the 65+ DSPs buying through SpotX’s platform.