Published on Cord Cutters News
One of the benefits of streaming over cable is not being locked into contracts. Streamers can pause or cancel services, add a new service to their lineup to watch a new show, and rotate in free streaming services any time. All that change means that advertisers need to adjust if they want to reach their target audience.
A new report titled TV Attention, Deconstructed from Roku and MAGNA Media Trials looks at how audiences interact with and respond to ads on traditional linear TV, paid streaming TV, and free streaming TV. Based on six months of data, the report found that to maximize attention and impact, advertisers should diversify the platforms they’re advertising on and “avoid overly condensed exposures.”
When asked about adding and cancelling subscriptions over the previous 3 months, 44% of survey respondents said they added a new service to their lineup, 36% said they cancelled a service, and 29% said they modified a subscription (for example, upgrading to a premium tier.) Gen Z respondents were the most likely to both add a new service and cancel a service.
62% of traditional TV viewers, 60% of paid streaming viewers, and 70% of free streaming viewers browse before starting the content they want to watch. That gives advertisers the opportunity to reach viewers before they even beginning watching content. That’s great news for advertisers targeting free streaming services because the report also shows that free streamers are 78% more likely to recall seeing ads on the homepage.
The report shows that diversification in advertising is important because it extends the reach of the ad and garners attention. The data also shows that overloading viewers with a message isn’t effective. Instead, advertisers should focus on spacing ads out. Viewers are more likely to remember an ad if they see the same message twice, at around 24 hours apart.