What Advertisers Think: Advertiser Perceptions Omnibus Study May 2019

Asked what effect it will have on how they value discrete media, the ad industry believes it will have the greatest positive effect on online and over-the-top (OTT) video and the most negative impact on mobile video.

Those are two important findings of a study of advertiser and agency executives conducted by Advertiser Perceptions for MediaPost in May.

As MediaPost reported, two-thirds of the ad execs said they were either unaware of or did not understand duration-weighting, but overall felt that "time" was the best denominator to use for ads across screens.