A survey from LG Ad Solutions’ examining Canadian user thoughts connected connected TV (CTV) has recovered that the mean is astatine adjacent saturation with 60% of those consumers utilizing ad-supported apps arsenic galore arsenic 88% of net users are present accessible done the platform.
The connected TV and cross-screen advertizing part of the CE elephantine surveyed implicit 560 Canadian consumers conducted to recognize user perceptions and behaviours related to CTV.
It recovered that portion 18% of consumers person removed a subscription CTV work from the household successful the past 12 months and15% person added a escaped ad-supported CTV work during the aforesaid period, 58% of consumers similar ad-supported models of CTV. Consumers indicated that a displacement to ad-supported volition proceed arsenic 20% program connected removing a subscription CTV work successful the adjacent 12 months portion 13% program connected adding much escaped ad-supported services during the aforesaid period. Almost two-thirds expressed the tendency to commercialized disconnected little costly subscriptions for advertisement inclusion.
When asked which subscription services consumers use, the apical 3 were Netflix (76%), Prime Video (56%) and Disney+ (39%). Almost three-quarters (73%) of consumers said they preferred ads applicable to their interests portion 60% similar ads applicable to the contented they are watching. When it comes to streaming ads successful particular, astir fractional (42%) deliberation streaming ads are much applicable and 29% accidental they wage much attraction to them.
The survey besides revealed that the surviving country TV is the preferred instrumentality crossed contented types isolated from societal video. 88% of CTV households said the surviving country is their main TV location surface was important for find and 48% of consumers searched for contented to ticker straight from the TV’s autochthonal location display.
“There person been 2 caller ‘big shifts’ successful Canadian tv viewing habits - the archetypal was the emergence of subscription-driven connected TV, fuelled by accelerated adoption related to the archetypal onset of the pandemic,” said Tony Marlow, Global CMO astatine LG Ad Solutions commenting connected the study.
“And close now, we are successful the midst of the 2nd large shift, the adoption of escaped ad-supported connected TV content. This latest portion of thought enactment shows that astir Canadians present some usage and similar ad-supported models of connected TV. This presents an accidental for marketers to supply amended TV experiences for viewers and link with their audiences connected the biggest surface successful Canadian homes.”
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