What Advertisers Think: Advertiser Perceptions Omnibus Study May 2019

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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.