Commentary
Brands That Advertise On Streaming Platforms Are Viewed As More Innovative, Relevant
- by Karlene Lukovitz @KLmarketdaily, July 18, 2023
Brands that advertise on streaming platforms are perceived to be five times more modern and more innovative compared to brands that advertise in non-streaming environments, according to new
research by Samsung Ads and Verve in key European and Asia Pacific markets.
Among those 18 to 34, streaming ad brands were …
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.
No doubt there's a bit of truth hidden away in these "findings" but the magnitude of the reported favorability of streaming over old fashioned "linear TV" clearly demonstrates the bias and uselessness of the info provided.
Obviously "streaming" is a newer way to access TV content so many respondents will rate it much higher when asked general questions like these---but brands that advertise on CTV are five times more "modern" and their ads are three times more relevant? Come on guys, do we really think that such stats reflect the actual impact of commercials on CTV versus "linear". If so, why do both kinds of viewers watch commercials at exactly the same rate according to TVision? Why don't it's far more precise and obective webcams show a huge edge in attentiveness for those streaming commercials that we are told are so much more relevant to consumers?
One last question. When are "we" going to accept that "TV" is now both linear and streaming---not one or the other nor one aginst the other.