Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "advanced tv"
- Four in 10 consumers have interacted with TV content to learn more about products or make purchases.
- Black consumers seek culturally relevant content with authentic representation and storytelling that reflects their experiences.
- Smart TVs aren't just for watching video, with half of consumers saying they use the biggest screen in their homes to stream music from a service such as Pandora or Spotify.
- More than half of advertisers said a large, simultaneous audience is the biggest reason to buy ads in live events.
- One quarter of the Gen Z audience is Hispanic, making Spanish-language networks popular for younger consumers.
- The spending by newcomers to national television advertising hit $1.36 billion, trade group VAB said.
- About half of households in India said they own a smart TV, helping to drive growth in CTV ad spending.
- Breaks of two minutes or less, consistent ad lengths within pods boost performance, and creative repetition tolerance may be higher than previously assumed, finds FreeWheel Viewer Experience Lab.
- Share of smart TVs used for both streamed and traditionally sourced content is down to 41%, according to ACR data.
- Fifty-six percent spend more than half their time trying to optimize results of these campaigns, but 60% say they're not fully achieving that objective.
- More targeted paid video-on-demand services saw 37% subscription CAGR in the past four years, versus 21% for increasingly mass-oriented premium services.
- Some 80% of Canadian internet users have CTVs, and nearly 40% report watching FASTs, per a new survey.
- Marketers and agency executives choosing advanced TV programmatic partners said measurement capabilities were most important.
- CTV interactive formats, in particular, outperformed other video formats on engagement and completion rates.
- AI and other technology will help drive growth, but misperceptions about cost, capabilities are still prevalent.
- Advertisers that stay on air in the summer months have a chance to stand out amid slim declines in TV viewership.
- The U.S.'s heavy dominance will lessen somewhat as non-U.S. markets see faster growth in the years ahead.
- D2C marketers overall report averaging about the same percentage for CTV as in 1H 2022, but those with experience with the channel are upping their allocations to it, according to a new survey.
- Seventy percent of senior brand execs recently surveyed said that their creative for CTV and other digital platforms is basically the same, although there are some variations on the central campaign theme.
- Building and executing campaigns rooted in proven results can present limitations in testing new opportunities and unlocking potential. When every ad dollar spent must prove its value, drawing meaningful insights that create scalable opportunity with confidence is critical. Butler/Till's Channel Director of Media, Gina Whelehan, will share how she and her team embarked on the advanced TV journey with their client and successfully built out a diversified video mix.
- Among digital antenna owners without MVPD service, time spent with live TV delivered via antenna is 42% - not that far shy of streaming's 53%.
- Greater recall of addressable vs non-addressable ads is true whether or not viewers pick the shows being watched, new studies find.
- Nearly 45% reported allocating 20% to 40% of their total media spend to converged TV, and 31% allocated 40% to 50%.
- Black consumers are most likely to find representative content on streaming platforms that have a broader selection of content.
- Netflix and YouTube are the most popular streaming services among Spanish-speaking consumers in the U.S.
- Disney is well on its way, merging databases to enable using Disney+ viewing habits to inform experiences at its parks, and vice-versa.
- Nearly two-thirds of these families report no access to linear.
- Half of adults watch daily on a mobile phone. And SVODs per household now average 3.9, finds Leichtman survey.
- Seeing more ads on a streamer doesn't necessarily translate to viewer dissatisfaction, finds latest Hub Entertainment Research study.
- The big exception is sports programming.
