Dive Brief:
The biggest advertisers this year plan to spend more on video, favoring the connected TV (CTV) options of established networks over streaming startups, according to survey results that researcher Advertiser Perceptions emailed to Marketing Dive. Most advertisers plan to keep their media allocations consistent this year, spending 40% for upfront and 60% for scatter, the survey found.
Concerns about advertising fraud, especially in programmatic auctions, are driving the biggest advertisers to favor linear TV and the growing CTV options established networks. Those advertisers seek the same assurances from CTV that they receive from linear TV, demanding that ads appear on reputable sites (87%), pair with brand-safe content (80%) and run within professionally produced video content (79%), the survey found.