The Local Programmatic Marketplace: OTT and Digital Reach Extension Channels

Over-the-top (OTT) is showing a major opportunity for local ad buyers, with programmatic providing access to publishers. OTT is the fastest growing channels in 2022 with 57.4 percent year-over-year and BIA forecasts OTT growth at 14.3 percent CAGR from 2022 to 2026. 

Sponsored by Madhive and written by BIA, this report offers a detailed analysis of the growing investments on OTT/CTV and the rise of programmatic trading in that ecosystem. It also includes findings from executive interviews that detail how buying patterns and verticals that buy OTT advertising.

Available for free, click the link to be taken to the Madhive website to download. 


As the marketplace gets faster and more innovative, OTT and local TV are becoming complementary in their mechanism and dynamics. This research paper dives deeper into these mechanisms, exploring the value and impact of OTT for audience reach extension.

The report includes proprietary data from BIA’s U.S. Local Advertising Forecast, along with insights around digital trends and major verticals contributing to OTT and programmatic growth.

The report also includes findings from interviews of local TV group executives, agencies, technology solution providers, and OTT platforms and aggregators.

Read this report to:

  • Get analysis of the local advertising Forecasting the current and upcoming years, 2022-2026.
  • See the markets shifting from Traditional to Digital as platforms.
  • Understand the state of local Direct buys vs. that of Programmatic.
  • Review the top business verticals spending on OTT.
  • Get views from the field: executive interviews, buyer and seller recommendations, local market group surveys.

Who Should Read this Report

  • Brands
  • Agencies
  • Any business targeting local audiences