Connected TV

Connected TV Weekly Roundup | February 15

Written by Tim Edmundson

Connected TV Ads Are Unskippable — And Viewers Actually Watch Them

With traditional TV ads, viewers have learned to fast forward, skip, or time their breaks around long ad blocks until their show is back. In fact, research shows 86% of people always fast forward through ads while watching timeshifted programming. That’s not the case with Connected TV — ads occur in short blocks that can’t be fast forwarded or skipped, all with a countdown timer letting viewers know what to expect.

This is paying dividends for brands advertising on Connected TV. According to a study commissioned by Hulu, CTV ads produced a 15% lift in aided awareness, 13% in brand favorability, and an 8% increase in purchase intent — numbers that outperformed desktop ads across the board.

Interestingly, research also shows viewers are watching Connected TV ads during prime-time hours. 22% of daily ad requests for CTV occur between the hours of 8:00 – 11:00 pm. Not only are viewers completing massive amounts of CTV ads, they’re doing it during peak advertising hours, which means they’re missing premium traditional TV advertising slots.

Connected TV in the News

We take a look at the CTV news making headlines this week.

The Big Game’s Fumble: Missed Opportunities on Connected TV
A record number of viewers streamed the Super Bowl this year, so why were they served static screens during several commercial breaks?

John Martin, Chairman & CEO of Turner: The Future of Television is Happening Now
The Turner boss says the future of television is here, and that means their content needs to be available on CTV.

ESPN’s Streaming Service Will Cost $4.99 and Launch This Spring
The cable sports giant is launching a streaming service with “thousands of hours of live sports,” but will not include streaming of ESPN or ESPN 2 content. Missed opportunity?

‘Star Wars’ TV Series: Disney Developing “a Few” for Its Streaming Service
Hollywood Reporter
A long time ago, in a galaxy far, far away, Disney plans to release TV programming for their mega-franchise exclusively through their streaming service.

Connected TV Terminology Cheat Sheet
If you’re looking to dive into the world of Connected TV advertising, this is a good place to start.

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