B
Evidence Grade B
Graded
under review
Safe to Cite
Aging
37%
37% -- brand awareness lift for Ads in premium OTT environments (vs. non-premium video) (2024)
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
37%
Unit
Percentage
Data Vintage
2024
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
35
Freshness
95
Source
cmoalliance.com
Primary
Tier C
https://www.cmoalliance.com/unlock-ctvs-full-value-as-a-cmo/ ↗
Source Article
The requirements for unlocking CTV's full value as a CMO
There’s no question that connected TV is now a fixture in the media landscape. While linear TV remains the foundation for campaigns, CTV has become essential for reaching today’s fragmented audiences.
But CTV isn’t just a line item to check off—it’s a strategic layer that can unlock deeper impact if…
Original Research
cmoalliance.com
· Original study ↗
Methodology
Compared to exposure to ads in non-premium video environments. Original study not named. Article carries no publication date; vintage estimated.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Ads in premium OTT environments (vs. non-premium video): 37% brand awareness lift. Source: cmoalliance.com (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/premium-ott-brand-awareness-lift
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<blockquote cite="https://lighthousedata.io/data/premium-ott-brand-awareness-lift" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>37%</strong> -- brand awareness lift for Ads in premium OTT environments (vs. non-premium video)<br><small>Source: cmoalliance.com (2024) · <a href="https://lighthousedata.io/data/premium-ott-brand-awareness-lift" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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