Advertisers Need to Diversify to Get Streamers’ Attention, Study Shows

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.

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Read the Full Study

MAGNA Media Trials and GSTV Reveal the Impact of Video On-the-Go in Driving Consumer Action

New study shows the increased power of capturing audience attention and momentum by adding video-on-go to CTV and digital video ad campaigns

NEW YORK, NY – May 14, 2025 – MAGNA, the media intelligence unit within IPG Mediabrands, and GSTV, a leading, national on-the-go video network, have released “The Power of Video Everywhere”—a new research study that highlights how reaching consumers off the couch and outside the home can significantly influence purchase behavior. By connecting with people at moments of active decision-making, advertisers can drive real action, particularly for brands in verticals like dining and retail seeking to attract customers to their physical locations.

With advertisers continuously seeking innovative ways to drive engagement, this study set out to measure the effectiveness of adding video on-the-go alongside programmatic connected TV (CTV) and programmatic online video. The research explored whether this multi-platform approach had the potential to build on brand storytelling to stimulate consumer actions and move brand KPIs for conversion and foot traffic. The findings revealed that video on-the-go outperformed both CTV and online video, with +12% lift in driving incremental store visits compared to no impact from the other channels.

“Our research has identified an even more holistic media strategy for advertisers on TV/video formats,” said Kara Manatt, EVP, Intelligence Solutions, MAGNA. “We were able to show clear pathways for marketers to move beyond awareness and brand storytelling to action, bringing motivated customers to stores for purchases.”

The research included tests of advertising for one of the world’s largest casual dining brands and featured a new promotional campaign that was aired across all three media formats. Video on-the-go proved its effectiveness as both an independent driver of action and a performance amplifier of other channels, making it a key component of omnichannel strategies.

Key findings from the study:

    • Video on-the-go generated a significant increase in restaurant visits, delivering a +12% lift in store foot traffic.
    • The combination of video on-the-go with other media types amplified results.  While on their own, CTV and online video didn’t drive incremental restaurant visitation, in combination with video-on-the go, they drove a +22% and +27% lift, respectively.
    • The brand’s success with video on-the-go is consistent with historical performance of the medium; 80% of dining advertisers see behavioral lift with GSTV, vs. 39% for TV and digital; benchmarks are similar for retail advertisers.
    • Reaching consumers outside the home through video on-the-go was a highly effective tactic for generating incremental reach – 45% of viewers reached were incremental to the CTV/online video investment, and video on-the-go was +30% more efficient than CTV at delivering viewers

 

“The successful results highlight the power of Newtonian Advertising,” said Eric Z. Sherman, EVP, Insights & Analytics at GSTV. “Newton’s First Law states: ‘an object in motion stays in motion; an object at rest stays at rest, unless acted upon by an external force.’ Newtonian Advertising syncs with the consumer in motion, reaching them with video on-the-go and driving action with less force and more impact than ads delivered to consumers ‘at rest’ at home on the couch.”

These findings underscored the importance of reaching attentive audiences and leveraging their momentum through timely, integrated advertising moments as part of omnichannel media strategies. And this reinforced previous industry data that showed people spend on average 3.7x more on other purchases after fueling-up. This was consistent across verticals with 4x more at big box stores, 4.8x on groceries, and 5.3x more spend in QSR/dining establishments. Brands have the power to inspire consumers at multiple touchpoints and positively impact them at moments of active decision-making.

For more information and to access the full report, click here to visit the MAGNA Media Trials website.

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About MAGNA
MAGNA is a leading global media intelligence company and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We support clients, media partners, and cross-functional teams through partnership, education, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn.

About GSTV
GSTV is America’s most engaging, on-the-go video network. GSTV is a data-driven, national video platform entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching 45% of adults monthly, GSTV engages viewers at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results, in-store conversions, and incremental sales for retailers and advertisers. Visit www.gstv.com for more information and follow us on Facebook, Instagram, LinkedIn and X.

 

Press Contacts:
Beth Mellow
DKC News for GSTV
beth_mellow@dkcnews.com

Noelle Dong
GSTV
noelle.dong@gstv.com

Suzette Meade
IPG Mediabrands
suzette.meade@mbww.com

EQUATIV AND MAGNA MEDIA TRIALS RESEARCH UNLOCKS SUSTAINABILITY KEYS FOR BRANDS TO PROFIT THROUGH PURPOSE

79% of North Americans surveyed consider sustainability when shopping

NEW YORK, NY – APRIL 21, 2025 – Sustainability has steadily moved forward as a driver of commercial value for brands, with consumers making more purpose-led buying decisions. MAGNA, the media intelligence unit in IPG Mediabrands, and Sharethrough, part of the global, independent ad tech platform Equativ, collaborated to explore the phenomenon in Canada and the United States (U.S.) and to reveal how advertisers could capitalize on this.

The new MAGNA Media Trials research study called “Sustainability Sells: How Brands Can Communicate on Sustainability and Drive Profit” surveyed more than 1,200 people across the markets to quantify the impact of sustainability on purchase decisions. The research study was designed alongside thought leaders from the Rodale Institute, a non-profit growing the regenerative organic agriculture movement. Through testing 3,600+ scenarios and 19 product features, the study found that 63% of people would pay more money for sustainable goods. And 1-in-4 shoppers could be classified as “eco spenders” —people willing to pay a premium regardless of the product.

“As marketers face growing regulatory demands and rising consumer expectations, sustainability is no longer a niche or optional initiative. It’s a business imperative,” said Martin Bryan, Global Chief Sustainability Officer, IPG Mediabrands. “Eco-spenders represent a rapidly growing, values-driven audience willing to reward brands that deliver on environmental promises.”

What Sells?

  • In the personal care segment, refillable packaging (24%), responsibly sourced materials (23%), and use of recyclable packaging (20%) were leading features brands could deploy to tap into eco-spenders’ wallets.
  • For clothing and apparel, 25% of survey respondents would pay more for responsibly sourced items, while 22% would do so for materials manufactured from certified regenerative organic agricultural practices.
  • In general, brands that offer sustainable products appeal to multi-generational audiences, with Millennials (29%) and Gen Z and Gen X (25%) choosing to pay more.

While many brands use product packaging that includes seals identifying their sustainable features, e.g., reef-safe, certified organic, or biodegradable, most people don’t understand them.

Key Finding: On average 92% of those surveyed said it was important for brands to communicate on sustainability, and this was true across verticals from clothing to tech.

“What was revealed in the report is that consumers are actively asking brands to use advertising to educate them about the sustainable features of their products—a rare and remarkable opportunity,” commented Frank Maguire, SVP, Product Marketing and Sustainability, Equativ. “It’s not often that we hear consumers inviting brands to advertise to them, but this is a clear call for transparency and engagement that brands should embrace.”

Kara Manatt, EVP, Intelligence Solutions at MAGNA added, “This is where advertising can work harder for a brand, going beyond awareness to deeper understanding, and ultimately leading to profit. We found that 80% of Millennials and 71% of Gen Z consumers preferred ads as their go-to channel for learning about a brand’s sustainability efforts, and for Millennials this channel even outperformed social media and influencers.”

3-Steps to Act Now:

  1. Partner with sustainability leaders to align on messaging and unlock further growth.
  2. Explore private-NGO partnerships aimed at public awareness on sustainability.
  3. Tap into advertising, including on-package, for consumer education on eco seals.

 

To learn more and read the full study, please click here to visit MAGNA Media Trials website.

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About MAGNA
MAGNA is a leading global media intelligence company and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We support clients, media partners, and cross-functional teams through partnership, education, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.

About Equativ
Equativ, a leading independent ad platform, brings scale and simplicity to digital advertising. Following its recent merger with Sharethrough and the acquisition of Kamino Retail, advertisers, media owners, and technology partners rely on Equativ’s advanced SSP, curation, and retail media services and technology to achieve maximum business outcomes. With a focus on privacy-first programmatic video, CTV, and data-driven solutions, Equativ enables clients to activate across the digital ecosystem while protecting consumer privacy. The company’s global expertise is also backed by a team of over 750 employees across 18 countries.

Headquartered in Paris and New York, Equativ’s international teams are dedicated to fulfilling the promise of adtech, ensuring fair value exchanges throughout the ecosystem. www.equativ.com  / @equativ / https://www.linkedin.com/company/equativ/

POSITIVE PERCEPTION EMERGES AS KEY ATTRIBUTE FOR DRIVING BRAND PERFORMANCE ON SOCIAL PLATFORMS

New MAGNA Media Trials research with Pinterest delivers quantitative data and explores how to factor feelings into your media buying and planning decisions

NEW YORK, NY – MARCH 27, 2025 – MAGNA and Pinterest release illuminating new research that explores the links between ad environment attributes and brand outcomes on social platforms. This study centers users’ emotions as core data to inform media planning and drive brand alignment. The robust research project measures brand impact, unconscious neuro-metric response, and sales impact through marketing mix modeling (MMM) to provide comprehensive insights for advertisers, who are relentlessly focused on KPIs and adapting to the changing media landscape.

The report – “Positivity Performs: Ad Environments’ Critical Role in Media Planning” – demonstrates that people’s perception of their experience on a social platform truly matters. Platforms viewed as positive can amplify advertising performance on key metrics including boosting purchase intent (+35%), brand favorability (+49%) and brand preference (+44%). In fact, Positivity outperforms the Creativity and Entertainment attributes in these areas. Regardless of industry vertical or price point, environments that respondents consider to be positive make a difference. People trust (2x) and like (1.5x) the exact same ad more when they feel positively about the environment, compared to when they don’t, and are up to 94% more likely to buy the product or service during future shopping.

“We understand advertisers are all seeking a competitive edge in today’s marketplace, and we believe this research represents a fresh opportunity for where to find it,” said Kara Manatt, EVP, Intelligence Solutions, MAGNA. “This ambitious study shows what audiences may experience whenever they log on to positive social media, how that impacts brands, and why prioritizing this could benefit both.”

Key Findings:  

  • Brands have an opportunity to look beyond the leading attributes of trust and safety to consider positivity as a key component for decision-making on media investments.
  • Creative works harder for brands in positively viewed environments, meaning budget conscious advertisers could adjust and use this in their media strategy and planning now.
  • People surveyed were 20% more emotionally engaged with content they saw on platforms they perceived as positive.
  • On average people spent 15% more time looking at ads and had more “lean forward” moments in environments they perceived as positive.
  • In the MMM simulations, the same creative and finite budget generated up to 24% more sales when brands incorporated viewability and positivity in their media buying strategy.

“In partnership with MAGNA, this research shows that safe and positive platforms aren’t just preferred by users, they perform for advertisers,” said Soniya Monga, VP, Global Agency Sales, Pinterest. “We were able to quantify the impact on metrics like engagement, trustworthiness, intent and even results to demonstrate that brands don’t have to choose between positivity and performance.”

How Can Advertisers Get Started Right Now:

  • Know your audience: Advertisers could get to know what positivity means for their desired audience and build a definition that best aligns with their experiences and expectations.
  • Use contextual targeting: Consider using contextual targeting tools to identify content likely to be viewed as positive and uplifting by your target audience and advertise alongside it.
  • Build better brand alignment: Communicate and collaborate with the partners, agencies, and vendors in your ecosystem about what types of content, platforms, and publishers best align with your brand and prioritize including them in media planning and buying for ads.

For more information and to read the full MAGNA Media Trials report, please click the link here.

About MAGNA

MAGNA is a leading global media intelligence company and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We support clients, media partners, and cross-functional teams through partnership, education, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.

About Pinterest

Pinterest is a visual search and discovery platform where people find inspiration, curate ideas and shop products—all in a positive place online. Headquartered in San Francisco, Pinterest launched in 2010 and has over half a billion monthly active users worldwide.

 

Press Contacts:

Suzette Meade
IPG Mediabrands
suzette.meade@mbww.com

Elizabeth Luke
Pinterest
eluke@pinterest.com

Emmanuel Boardman
Pinterest
eboardman@pinterest.com

Research Focuses On Listener Mindsets To Bring More Podcasting Ad Dollars

Published on Inside Radio

As podcast consumption has grown, advertisers have followed as evidenced by the estimated $2.5 billion spent in the medium last year by brands. But marketers are still deciphering how to best approach their use of podcasting to maximize their results, and a new study released by Vox Media and ad giant Magna is shedding not only light into listener habits but how brands should consider listeners’ mindsets when advertising on podcasts.

Three in four listeners say podcasts serve as their primary source of information on topics in which they are most passionate. But the research focused on the mindset listeners had when they consumed the audio. It did that by recruiting a panel of 2,003 podcast listeners 18 and older who had listened to a show within the past 24 hours. They were given a diary that took a deep dive into that listening session, including the ads heard.

Using 43 different data inputs, researchers say a majority 53% of podcast listeners fell into the indulgence mindset when listening to a show. Another 31% fell into the inspiration mindset, while 16% were characterized as interconnected — or looking to feel connected with others and events in the world.

The data revealed that those in the indulgence mindset were more likely to listen at home or in the car, with listening sessions that were 12-times more likely to last more than an hour. By comparison, those in the inspirational mindset were more likely to listen to podcasts while at the gym or outdoors, with an active lifestyle that made them most likely to listen to podcasts for 30 minutes or less. Meantime, those characterized as interconnected listeners were most likely to listen while at a library or school. They were also 47-times more likely to listen to podcasts for two hours or more.

Those mindsets also had an impact on what they listened to. While interconnected listeners were most likely to listen to on-demand versions of radio and television shows, inspirational listeners were most open to narrative podcasts featuring actors. And the entertainment-focused listeners with an indulgent mindset were most likely to listen to shows that feature conversations between hosts or interview shows.

Based on the findings, Magna and Vox researchers say advertisers can take different approaches to reach each of those segments. Among its recommendations is that ads targeting indulgence and interconnected listeners tell a story, while ads targeting inspiration listeners be brief and get to the point. It also says that host-read ads are most effective among the indulgent listeners looking for a conversation, while traditional produced spots work best for the busy inspiration listeners. That also means indulgent listeners are best targeted with more frequent, shorter ads, while the other mindsets can be appealed to with fewer but longer ads.

The study says its findings have implications for how marketers buy podcast ads, suggesting they go beyond just the demo being reached. “Podcasts offer a breadth of experiences, and brands can go beyond audience alone and consider mindset when advertising,” the report says. “Work closely with your ad buyer and media owners to identify which podcasts fit each mindset and customize ads accordingly.”

In a potentially positive impact for podcasts across all genres, the research finds that mindset has little impact on the specific product category being advertising. It concludes the vast majority of listeners feel any vertical is suitable, regardless of their mindset. There are some variances however, such as Pharmaceutical ads were least appealing among listeners with an indulgence mindset.

“It’s been exciting to see how both podcast audiences and advertisers have evolved over the past few years,” says Dani Benowitz, Global Chief Negotiations Officer at IPG Mediabrands. “Our new Magna research adds another dimension to how we understand listeners and how brands can derive even better returns on their media investments through tailored planning strategies.”

The research also points to how podcast fans are increasingly moving beyond being fans of a show and being loyal to a podcast brand. A majority 58% of panelists say they had watched, shared or commented on a post or a shorter clip of a show on social media. And 53% follow a podcast on social media. That has had an impact on their purchase behavior. Three in ten (29%) say they had bought a product advertised on a podcast to support a host, and 31% bought books or other media that the host has created. Another 24% say they directly donated to support a podcast and 22% have purchased podcast merch.

“When we can expertly align their listening preferences with both our programming content and advertisements from our brand partners, then we create a truly connected experience,” says Bryon La Bumbard, VP of Podcast Partnerships at Vox Media. “This drives performance for our brand partners and, ultimately, better engagement with our listeners.”

 

Read the Article on Inside Radio

 

Read the Full Study