Although some softness might exist in the TV-video marketplace overall, connected TV-streaming remains solid, with 60% of advertisers planning to increase spending this year by an average of 21%.

This new survey comes from Premion, the Tegna-owned streaming/CTV ad-sales operation, and Advertiser Perceptions.

While 45% of advertising executives say a major shift in advertising dollars for CTV will come from linear TV, 27% point to digital non-OTT video, 26% cite social media, and 23% say it will come from digital display advertising.

Thirty-nine percent of executives named precision targeting as the major reason to shift to CTV, while 38% point to reaching linear TV viewers, and 31% say it is the ability to extend reach for linear TV campaigns.

At the same time, ad executives have some ongoing concerns. The biggest concern is transparency (39%) in terms of when and when their ads are running, followed by fragmentation of too many providers (also 39%), and frequency of managing ads on platforms (37%). 

Other issues include “inconsistent” measurement of CTV (33%) and inconsistent media post-reporting of multiple buys (32%), as well as managing difficult ad buys to achieve reach and frequency goals (29%).

In terms of the main goal for using CTV, 51% of those polled plan to use CTV as an extension of linear TV ad buys and as a complement of digital ad buys. 

Forty percent of those surveyed say they use an average of five or more streaming platforms on a typical campaign, while 83% of CTV/OTT advertisers say they believe that the value of CTV/OTT is greater than or equal to that of prime-time TV.