Aussies have high trust levels and recall for streaming TV ads says Magnite study
A research study from Magnite shows the majority of Australians who watch ad-supported streaming services trust the advertisement shown, and have a higher level of recall regarding the ads.
The world’s largest independent sell-side advertising company released Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in Australia, which threw up a number of interesting findings.
The study of 1,242 Australians, aged 16-74, who watch at least seven hours of TV a week, found 65% of TV viewers watch ad-supported streaming in the country.
Among ad-supported viewers, 83% trust the ads they see within TV and streaming services (compared to 58% of social media users who trust ads including video ads within social).
57% of ad-supported streamers remember ads the most within TV – including streaming services.
It seems that ads don’t bother streamers if the price is right. 63% of paid, ad-free streamers are happy to see ads in order to lower their monthly streaming service bills.
“We’re witnessing a transformation of the TV landscape as ad-supported streaming viewership is achieving scale throughout Australia and almost as many consumers are watching TV shows on streaming services with ads as traditional TV,” said Juliette Stead, head of JAPAC at Magnite.
“Streaming TV’s immersive viewing environment captures viewers’ attention for longer periods than social media and wins in terms of ad attention and recall, making this an effective channel brands should be actively exploring.”
Interestingly, exposure to brands across multiple devices — even when streaming from the same service — drives purchasing intent, with 69% of ad-supported streamers more likely to make a purchase from a brand that they engaged with across multiple devices.
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