"Streamers such as Netflix, Amazon Prime Video, and Disney+ offered seamless, uninterrupted viewing experiences as their unique selling point (USP). But the landscape is now shifting. Consumers, once averse to the mere mention of advertising within streaming environments, have grown increasingly accepting of a new model - provided they can see clear value in the trade-off. Samsung Ads and research agency Verve has released a report breaking down advertising engagement rates across four streaming and linear environments:"
"This is an important factor that has driven AVOD - and also free ad-supported TV (FAST) - to become a critical piece of the television advertising puzzle. AVOD leads the pack in ad engagement Linear TV has long been the go-to medium for advertisers trying to connect with audiences in their homes."
Free-to-access streaming and FAST are rising in popularity and are the most acceptable formats for ad consumption across multiple markets. Data from Samsung Ads and research agency Verve analyzes advertising engagement across AVOD, BVOD, SVOD, and traditional linear television in four international markets. Streaming viewing rose to 52% of Samsung TV owners' total viewing time in H1 2022, compared with 48% for linear. AVOD shows the strongest ad engagement, with India reporting 70% of viewers watched ads in full or partially, followed by Australia at 54% and the UK at 48%.
Read at The Drum
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