Why streaming TV is an effective channel for higher education marketers

With 84% of U.S. households in 2022 projected to be CTV households, including many prospective students, streaming TV is a compelling and effective advertising channel for higher education institutions — with its proven abilities to deliver precision targeting and outcomes-based measurement.

Investment and optimism for streaming TV advertising are already high and continuing to rise, driven by its ability to precision target and achieve full-funnel brand goals. In fact, 56% of advertisers say the ability to precision target audiences is the top reason for increasing CTV/OTT spending in 2022, according to our new CTV/OTT advertiser study conducted by Advertiser Perceptions.

Beyond TV buyers looking to extend reach, performance marketers are embracing streaming TV advertising. As an advertising platform, CTV/OTT combines the best of digital with data-driven audience targeting and attribution capabilities — and the best of the big screen TV experience in long-form, lean-back premium and brand-safe content.

In this talk, we’ll share learnings and findings from our new study on advertiser sentiment, spending and priorities and offer actionable insights for higher education institutions on how to develop and execute an effective CTV/OTT media plan that drives measurable outcomes. 
After this session, you’ll be able to:

  • Navigate an increasingly crowded streaming TV universe.
  • Understand why you need premium inventory, trusted data partners and brand safety guidelines.
  • How ad fraud impacts the streaming TV space.
  • Leverage digital KPIs to measure performance and outcomes of your campaigns.  


Bradley Kent Buss — PREMION

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