CTV RESEARCH 2021
Consumers in OTT environments will not accept the old fashion. They want brands to facilitate access to the shows they love, not get in the way.
New Models Emerging for Brand-Supported TV
• NETWORKS LOWERING AD LOADS
• OPT-IN ADS
• INTERACTIVE AD FORMATS
• BRANDED CONTENT & ENTERTAINMENT
All of these trends are accelerating as viewers transition from traditional linear TV to streaming.
% of Streaming Out of Total Usage of TV
Video Streaming Distribution % by Brand
INTEGRATIONS ARE SEEN
We discovered significantly more visual attention is paid to those areas of the screen where an integration is present, as the audience scans the screen to collect information about what’s going on.
In fact, 3.6%x the attention was paid to those areas where an integration was located.
KEY QUESTIONS
Do consumers remember seeing integrations?
INTEGRATIONS ARE REMEMBERED
Not only are brand integrations seen within a program but they are remembered.
When asked to list all the brands they saw throughout the episode, there was a 50% increase in brand recall when integrations were added to the original content and accompanied by standard commercials.
How does a consumer feel when experiencing brand integrations?
INTEGRATIONS HEIGHTEN ENGAGEMENT
We measured the physiological response to a traditional advertisement that accompanied a brand integration to determine how a viewer subconsciously engaged. From that, we discovered a heightened reaction to traditional :15s or :30s, just from seeing the brand somewhere else in the episode.
*MEASURED BY BIOMETRIC INTENSITY
Standard Ads see higher engagement with Brand Integrations
Will this have an effect on the content or produce negative sentiment?
We found that program enjoyment and the likelihood to watch again were not harmed by the inclusion of brands. In fact, inclusion of brands where there was an affinity with the audience actually increased rates of engagement.
Are integrations intrusive or irritating?
Additionally, the overall impression of a brand integration remained unchanged when an integration was present, signifying that these integrations are not a turn-off to the audience.
The continuity between seeing a product in-content and then seeing an ad creates appeal.
But it’s more than just numbers.
Viewer feedback validates these findings as well.
KEY TAKEAWAYS
• ARE SEEN
• INCREASE BRAND RECALL
• HEIGHTEN AD ENGAGEMENT
• MAKE THE SHOW MORE APPEALING
Source: Custom MediaScience Audience Research Labs Custom TripleLift OTT Study, Q3 2020, Pages 23-35