What TV and Media Execs Really Think of CTV Advertising
by Stephen Graveman
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A growing percentage of those consumers who have been making the switch from linear to streaming are watching through free ad-supported streaming TV (FAST). And a new study from LG Ads Solutions reveals why viewers might be willing to switch from one ad-supported channel to another—76% of the consumers that surveyed found ad breaks on FAST channels shorter than those on linear TV. This is good news for advertisers, as the study also found that 57% of consumers are more likely to watch ads when they’re short.
LG Ads Solutions data also found that not only are ads shorter on FAST than linear, 69% of respondents felt FAST ads were of higher quality and more relevant to their interests. This sentiment also applies to the wider world of streaming, where 57% of American audiences feel the ads shown on streaming services and apps are more relevant than those on linear TV. Ultimately, it looks like the targeting capabilities of Connected TV advertising is a benefit for advertisers and consumers alike.
Connected TV Ecosystem Holds the Potential of Greater Return for Eager Advertisers
As viewership trends shifted towards consumers discovering their new favorite programming via free, ad-supported CTV apps, advertisers are quickly taking notice.
How Leading Brands and Agencies Are Approaching CTV Measurement, Media, and Creative in 2022
Over the past year, Connected TV has solidified its position as a go-to option in the omnichannel marketing mix. Advertisers are no longer approaching CTV as an additional or supplemental way to boost brand awareness and complement traditional advertising channels.
Paramount and Walmart Join Forces on Streaming Bundle
Retail giant Walmart is taking advantage of the streaming space, announcing Monday it will include Paramount+’s ad-supported plan within its premium membership offering.
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