A new study
from Roku, Dentsu and Luth Research suggests that while most streaming viewers appreciate ads that reflect their interests, that alone isn’t enough to grab their attention, let alone drive a purchase.
Instead, the data points to a growing demand for interactive, commerce-enabled advertising experiences that offer tangible value in return.
According to the report, 83% of streamers agree that relevant ads are valuable, yet only 34% say they actually pay attention to those ads. The takeaway? Relevance may be table stakes, but it’s interactivity and value exchange that truly move the needle.