Over two-thirds of direct-to-consumer (DTC) brands use connected TV (CTV) and over-the-top (OTT) digital TV advertising, and 57% of them plan to increase their spending in CTV/OTT during the first half of 2023, according to a survey by Digital Remedy and Dynata. Higher-quality inventory and measurement capabilities were cited as reasons for increased spending, with 40% of marketers mentioning higher-quality inventory as a factor, and 38% saying measurement capabilities were a good reason. Of those marketers spending more than last year, 65% are first-time CTV/OTT advertisers.

Source: https://martech.org/dtc-marketers-planning-to-up-ctv-ott-spend-this-year/