OTT accounts for 41% of premium online video ad impressions

James McDonald

An overview of share of premium online video ad impressions by device in the US between Q2 2014 and Q2 2018.

The media landscape has been permanently disrupted: attention, conversation and commerce now take place on a multiplying array of devices, often on several simultaneously. This delivers convenience for consumers but adds complexity and technological challenges for marketers.

OTT devices (such as streaming sticks, smart TVs and games consoles) accounted for 41% and 16% of total premium video ad views measured in the US and the EU respectively during the second quarter of 2018. Taken together, some 14% of premium online video ad views across measured devices in these territories were the result of programmatic transactions (mostly via private...

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