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Advertisers Following Viewers as They Move to Over-the-Top

Reaching over-the-top viewers has become an important new strategy for advertisers, content owners and multichannel video service providers, according to a new survey from video ad service company SpotX.

The survey, conducted by Kagan, a division of S&P Global Market Intelligence, found that 100% of advertisers said the biggest change in their strategy was the result of changing viewing habits.

The survey’s advertising respondents said they expected higher return on investment on OTT, where they are able to use data and adopt audience-based buying.

Related: fuboTV Connects With SpotX For Programmatic Advertising

While only 11% of advertisers said they spend 21% to 40% of their ad dollars on OTT platforms now, looking ahead two years, 57% of advertisers expect to do so.

Among those advertisers, 44% said they expect to see an 11% to 20% increase in return on advertising spending by moving from traditional ad buying to audience-based buying, with 33% expecting a 6% to 10% increase.