Research shows that 42% of UK consumers prefer ad-supported video-on-demand services, a 7% increase year-on-year. This trend outpaces both broadcaster video on demand and subscription-based video on demand services. Younger viewers engage more with interactive CTV ads and are inclined to shop while watching. Marketers recognize CTV's strengths in reaching younger demographics and appreciate its advanced targeting. Despite these advantages, many marketers do not include CTV in their strategies, citing a lack of understanding as a major barrier.
In a world where attention has increasingly become a commodity, driven by the fragmented nature of the digital space, TV remains a powerhouse for delivering captive audiences, whether the content is streamed or broadcast.
Ad-supported streamed TV is becoming foundational for building brand equity, as more UK households stream content on smart TVs and internet-enabled devices, while traditional linear viewership continues to decline.
Younger streamers in the UK are more likely to engage with interactive features in CTV ads, creating new opportunities for advertisers to build brands across screens.
More marketers value CTV's ability to reach younger audiences on the big screen as well as advanced targeting and contextual mapping capabilities.
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