In the ever-evolving world of media consumption, we can all collectively agree that OTT streaming platforms continue to thrive. While Netflix recently lost subscribers for the first time in a decade, it’s not an indication of decline but rather more competition and higher costs. Netflix also isn’t a channel for OTT/CTV advertising. Still, many others are, and that deserves the attention of you and your advertisers.
While the industry has assumptions about why people turn to streaming, one of those — ad avoidance — turns out not to be valid. New research on consumer feelings about ads and streaming demonstrates opportunities for OTT/CTV ads to engage audiences.
Let’s break down this new data and why it matters.
Ad-Free Streaming Costs Increase; Most Consumers Prefer Ad-Supported
Hub Research Insights, a technology and entertainment intelligence company, issued a compelling report on facts vs. fiction related to TV advertising. The study included more than 3,000 U.S. TV watchers and aimed to learn about their preferences.
Surprisingly (for some), 67% of respondents said they would choose ad-supported instead of ad-free subscriptions. Further, 57% said they could tolerate ads, while another 26% remarked that they don’t care about ads if the content is good.
The research also asked consumers about ad experiences. The results revealed that 60% of viewers, when shown relevant ads, enjoyed the experience.
These new consumer-driven findings imply that ad avoidance isn’t a leading reason for cord-cutting. With so many streaming platforms hitting the market, more have ad-supported options, making the investment much lower for subscribers. Having access to lots of exclusive content and getting it at a lower cost seems to be the future of streaming (and possibly why Netflix experienced that recent decline).
So, what does this mean for your customers and the future of OTT/CTV campaigns?
OTT/CTV Advertising Delivers on Reach, Engagement and Targeting
The data from the study offers you leverage to inform advertisers that streamers aren’t ad averse. Plus, when the ad is relevant to them, they may be more likely to interact with and remember it.
If you combine that with the fact that 90% of consumers have a CTV device and 98% subscribe to at least one OTT platform, it’s clear that this is a channel worthy of ad dollars. The audience they want to attract is there. The ads also aren’t skippable, providing a more engaged viewer. In fact, it stands as one of the only options with this capability. With CTV, your advertisers get big-screen action at a lower cost than traditional TV ad spots.
You’ve got reach and engagement, so the next piece is relevancy. There’s a better chance that consumers will want to learn more when ads apply to them. With OTT/CTV ads, you can target by:
- Behaviors and interests
- ZIP codes
- DMA (designated market area)
- Household demographics (OTT only)
When you can define the ideal audience for your advertiser, they can connect with customers more effectively. You can also deploy sequential campaigns to tell stories, and everything is trackable and measurable.
You may also have to overcome advertiser objections to OTT/CTV. They may think it’s too expensive to produce video ads. However, that’s a misnomer, and OTT/CTV levels the playing field for local businesses. We’ve got lots of assets to assist you in debunking these.
More OTT/CTV Resources