Q3 CTV Ad Spend Grew 39% YOY
by Frankie Karrer
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When it comes to pricing structures for Connected TV platforms, new research indicates that offering viewers tiered options may have the broadest appeal. In their latest Monetization of Video study, Hub Entertainment Research found pricing structures that provide both ad-free and ad-supported tiers were the most popular among those surveyed. And it looks like streaming content providers are already taking notice. One example is HBO Max, which just added a lower-price, ad-supported tier to their pricing model this year. According to Hub Entertainment, 39% of existing paid HBO Max subscribers indicated that they would likely begin making the switch to the ad-supported option.
The new pricing tier also seems to be effective at bringing in new streamers – 27% of the respondents who weren’t HBO Max subscribers at the time said that they would likely be signing up for the ad-supported version. “There are many who will choose ad-supported TV if it saves money or lets them watch a show they can’t watch somewhere else,” stated Jon Giegengack, principal at Hub. Ultimately, this increase in pricing-tier options is good for both advertisers and consumers alike. By allowing streamers to have more control over how they pay for the content they consume, Connected TV viewers can save money while advertisers gain more ways to reach their target audiences
WarnerMedia Brand Studio Offers HBO Max Marketing Pathways
WarnerMedia’s ad sales team is looking to make HBO Max’s new ad-supported tier even more attractive to advertisers.
How to Champion the Channel: Connected TV Advertising
WarnerMedia’s ad sales team is looking to make HBO Max’s new ad-supported tier even more attractive to As Connected TV becomes a widespread mode of media consumption, digital marketers are taking notice of the opportunities in connected TV advertising.
YouTube’s Struggle to Win Linear TV Ad Revenue Dollars
Google is having trouble convincing large advertisers that YouTube is a proper substitute for TV, as large brands and ad agencies say that the platform lacks the sophistication of rivals in connected TV like Roku and The Trade Desk.
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