What TV and Media Execs Really Think of CTV Advertising
by Stephen Graveman
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This year, we have seen more and more streaming platforms enter the race to build ad-supported platforms or tiers—a move that couldn’t have come at a better time. According to a survey conducted by The Harris Poll in October, on behalf of Ad Age, subscription cost is the top consideration for consumers who are choosing a new streaming platform. In fact, less than a quarter of the respondents were willing to pay more for an ad-free streaming experience.
However, streaming viewers still feel that the experience of watching ad-supported streaming can be improved. 81% of the survey respondents found they were served the same ad too many times in one viewing session, and many also said that streamers feature too many commercials (despite the fact that streaming has much lighter ad loads than linear TV). Ad Age suggests that one way to combat this dissatisfaction is to capitalize on the fact that many of the survey respondents would be willing to participate in an interactive streaming ad in order to receive an ad-free experience for the rest of the film or episode. This suggests that by finding new ways to serve ads to consumers, including offering control of their ad experience, advertisers can amplify their ads’ value.
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