BIA Estimates OTT Local Advertising to Exceed $2B in 2022; Sharp Increase in Spending Makes It Fastest Growing Local Advertising Platform

A new research report from BIA Advisory Services reveals that over-the-top (OTT) is one of the fastest growing channels for local media and increased at a rate of 43 percent compound annual growth from 2020 to 2022. Sponsored by Vevo, the report, OTT – The Rising Star in Local Ad Spending: Regional and Business Vertical Trends, shows that BIA forecasts just over $2 billion in OTT advertising in 2022, up from just over $1 billion in 2020. This substantial growth now gives OTT the distinction of being the fastest growing local advertising platform. BIA defines OTT ad spend as comprising ad spending targeting local viewers of long form premium video content delivered via the Internet.

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Research Perspective on the 2022-2023 Upfront

Since negotiations for the 2022-23 Upfront began, there have been lots of media articles crowing about how well the broadcast and cable networks did in the Upfront. On average, so the trade publications tout, there have been CPM increases in the high single digits – year to year – and marketers and their agencies have incorporated more third party and first party data analysis as part of their evaluation process than ever before.

In this podcast, our guest Tom Ziangas, SVP of Revenue & Strategic Research at Crown Media, shares his insights on the Upfront negotiations. An expert in monetization strategies, the setting of industry standards, cross-platform measurement and attribution methods, Tom offers a unique take on the outcomes from a research perspective that also offers keys for future Upfronts.

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2022 Winning Local Media Sales: OTT

BIA and SalesFuel continue the Winning Local Media Sales Webinar series  by analyzing the growth and opportunity in Over-the-Top (OTT). OTT continues to be the top growing media channel. This year, BIA estimates the advertising expenditures in OTT will reach just over $2 billion, a compound annual growth rate (CAGR) of 33.0%, from pre-pandemic levels in 2019.

View this webinar to get analysis on key opportunities and strategies for winning OTT revenue in local markets.

Watch On-Demand.