Pathmatics now offers granular data directly from viewers on Connected TV (CTV) devices that show who’s advertising on subscription over-the-top (OTT) video platforms including Hulu, Pluto TV, Tubi, Peacock, and Paramount+. For example, Pathmatics Explorer reveals that Procter & Gamble (P&G) was the No. 1 advertiser across our supported streaming platforms from January 1, 2022 through January 15, 2022, spending more than $9 million with its creatives garnering over 353 million impressions.
Insurance company Geico was the second-largest advertiser on OTT during the same period with a total ad spend of $8.3 million and approximately 300 million impressions. Four out of the top 10 key players in OTT are in the Financial Services category, which ranks No. 1.
Media brands such as CBS, Fox Broadcasting Company, and NBC Universal Television also placed in the top 10 as the companies promoted a raft of new television content including The Amazing Race, Next Level Chef, and This Is Us.
Yum! Brands spent more than $5.8 million on creatives with approximately 60 percent of total advertising allocated to its Pizza Hut brand. The brand’s stuffed crust creatives appeared on Hulu most frequently as it put $4 million into ads on the streaming platform.
OTT streaming providers such as Hulu, Pluto TV, Tubi, Peacock, and Paramount+ have seen significant growth recently, making them a go-to for advertisers and brands to reach new audiences. With additional data around OTT publishers on Pathmatics Explorer and Connect, additional analyses will be forthcoming about how brands are incorporating OTT in their marketing strategies.
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After she earned her BS in Business Administration and Marketing, Pam spent time in the non-profit industry developing skills in digital marketing and creating digital content for two years. She then made the transition to content marketing for San Francisco start ups.