Commentary
Relevance Trumps High Streamer Ad Loads, Discovery+ Is Prime Example
- by Karlene Lukovitz @KLmarketdaily, January 25, 2022
A new study indicates that relevance trumps even high ad loads when it comes to how consumers view their experiences of watching shows on streaming TV — and finds Discovery+ to be a prime example of this dynamic.
For the second wave of its “TV Advertising: Fact vs. Fiction” study, …
Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Interesting, Karlene. And there is probably some truth to the "relevant" ad pitch. However advertisers will need to know more if the plan is to use this kind of research to justify higher CPMs than others are charging. For example, if TVision was utilized it could tell advertisers whether the viewers of this show were more attentive to those "relevant" commercials and what their dwell time was with each message. Or a carefully done ad recall study could document significantly higher proven recall and, more important, attitude change metrics, revealing how the relevant commercials performed in getting their message across and motivating viewers to favor the advertised brand. Will such much tighter, brand-specific, studies also suppport the basic premise? That's the $64 question.