Forty-four percent of U.S. video viewers say that video streaming service ads have influenced their purchasing decisions over the past 12 months, per a just-released survey from global commerce media platform company Criteo.
More than half said they searched for featured products and services on their laptop, tablet or smartphone and visited the advertiser’s website after watching a video ad.
In addition, more than half say they find video ads entertaining and engaging.
Criteo surveyed more than 9,000 video viewers globally during this year’s second quarter, including more than 1,000 in the U.S., about their streaming habits and perceptions. All respondents own a smart TV or internet TV device, and watch at least one paid or free video streaming service.
Three in four U.S. respondents said subscription cost is their top consideration for using a video streaming service, and three in five said they are fine with watching services that are fully or partially supported by advertising to save money.
Two in three Americans reported watching more paid streaming services than they used to, and one in three said they watch more free services. A third reported watching up to 10 hours of paid streaming content plus up to five hours of free content per week.
Three out of five U.S respondents agreed that the content on video streaming services is more entertaining and provides better value for their money than cable or satellite TV.
Globally, more than two-thirds of respondents agreed somewhat or strongly with both of those statements.
Looking at specific streaming services (see top 10 ranking at top of page), two-thirds of respondents globally say they use Netflix, followed by YouTube (57%), Amazon Prime Video (38%) and Disney+ (26%).
Hmm. So does this mean that 56% of streaming service ads are "wasted"? Or, maybe, that such ads in general are not very motivating? Or does it mean anything? Without any referrence to specifics I tend to think that the last question gives us the most likely answer.This study---as reported---tells us little-----very little ----about the effectiveness of streaming service ads. As for the other findings---nothing very new here I'm afraid. Perhaps there's more interesting info in the detailed report.