As consumers shift their video consumption to streaming services, and as marketers follow their lead, the quality of streaming products is coming into focus.
A new report from the streaming decisioning platform Conviva suggests that streaming ads are not living up to the quality of delivery that consumers and marketers would expect.
Conviva’s Q1 "State of the Streaming TV Industry" report found that as many as 47% of ad attempts -- between ad requests, selection, creative requests and delivery, and playback -- were not delivered to consumers as intended.
Failures included delays of up to six seconds from wrapper ads, empty ad responses and VPAID errors.
“In the world of streaming, ads are just another form of content that depends heavily on user experience quality for its success,” Conviva’s report says. “Before publishers and brands worry about ad effectiveness and inventory monetization, data shows the first order of business is to ensure ads are delivered at the broadcast-level quality viewers expect.”
The report underscores how the “product” of streaming services can matter just as much as the content. If the consumer has a bad experience -- whether it is with a super interface, a video start, or an ad -- it can turn them off from a service altogether.
“Similar to the trend we see across content when users abandon due to quality issues, after just a five-second delay in ad playback, 13.6% of the audience stops watching,” Conviva’s report says.
Among the report’s other findings: virtual multichannel video providers (vMVPDs), such as Sling TV and YouTube TV, are growing at a faster rate than other streaming services, with viewership up nearly 107% year-over-year.