Connected TV 5 Min Read

CTV Ads Can Change Brand Perception

Written by Tim Edmundson

When People Watch Connected TV With Others, They Talk About the Ads More

Nothing brings people together more than watching TV. According to an IAB study, over 93% of viewers watch television with other people. This is commonly referred to as “co-viewing,” and Connected TV holds an edge over linear television in all vital co-viewing metrics when it comes to ads and their influence.

Why does this matter to brands? Nearly 70% of co-viewers pay moderate to full attention to CTV ads. IAB statistics show engaged CTV audiences are more likely to discuss, evangelize, and socialize products they see when streaming content with others. With this in mind, advertisers can spend their budgets in confidence on CTV, knowing their ads are making a stronger impact than traditional TV counterparts.

Connected TV in the News

How Sinclair Broadcast Group is Luring Local Advertisers with OTT
Roughly 67 percent of U.S. linear television advertising in 2017 was local. Yet, a comparatively small percentage of OTT advertising came from local.

CBS Corp. COO Joseph Ianniello on OTT “Arms Race”
The company’s two OTT services combined have 5 million subscribers and are pacing ahead of CBS projections for 8 million subscribers by 2020.

Global Digital Video Viewers: eMarketer’s Estimates and Forecast for 2016–2021
In 2018, nearly 2.38 billion people will watch streaming or downloaded digital video content via any device at least once per month.

Catch Up On Earlier Connected TV Reports

We’re six weeks into our Connect TV reporting. Did you miss any? Here’s your chance to catch up.

Volume 1 | Connected TV’s popularity among US audiences.

Volume 2 | Cord cutting is accelerating across all age groups.

Volume 3 | Connected TV ads are unskippable, and viewers actually watch them.

Volume 4 | Key consumer audiences spend their time streaming, leaving traditional TV behind.

Volume 5 | Connected TV viewers are digital natives, making them an ideal audience for marketers.

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