IAB Report Details New Ad-Supported OTT Video Viewer Segment

As part of its West Coast "NewFronts" presentation Tuesday, the Interactive Advertising Bureau released a new study analyzing how the U.S. population consumes video, including over-the-top (OTT) video, and especially ad-supported OTT.

Not surprisingly, consumption of ad-supported OTT services is disproportionately represented by ad-supported OTT for "most" consumers, suggesting that advertisers are under-delivering them if they don't target them explicitly via ad-supported video on OTT services.

The report, "Ad Receptivity and the Ad-Supported OTT Video Viewer," can be downloaded here.

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