New Survey: Uncovering the Intrinsic Value of Premium Content for CTV Advertisers

Author: John Vilade, Head of Sales at Premion

Not all content is created equal, especially when it comes to navigating the fragmented streaming TV landscape. The growth in ad-supported streaming options brings added complexities for advertisers in dealing with a myriad of media buying options — whether it's going direct, using an aggregator, buying programmatically, or through open exchanges — which can present the potential for greater brand safety risks.

Building upon our 2023 CTV/OTT Advertiser Study, we wanted to explore the true value that advertisers place on premium content in their CTV buying decisions. In collaboration with Advertiser Perceptions, we conducted on an additional study to uncover current perceptions on this topic.

The verdict is in — Advertisers aren't just recognizing the significance of premium content; they're prioritizing it as a core element in their CTV ad buying strategies. Increasingly, advertisers consider alignment with reputable, high-quality content as a pivotal factor for brand credibility — and it’s where they’re investing more of their ad dollars.

Among the key findings:

Premium Content: The Cornerstone of Brand Alignment and Engagement

Heightened Focus on Brand-Safe Quality Content