Research shows that TV and streaming have merged in the perception of consumers and marketers. More than half of marketers are currently investing in TV ads, including streaming content. The majority, about 80%, of ads on streaming platforms focus on impressions and branding, reflecting a shift in marketing strategy. The investment in these types of ads has grown significantly over the past year, with 79% of professionals indicating a focus on impressions and branding in the next six months, highlighting an evolving landscape in marketing priorities.
TV and streaming are one and the same in the eyes of today's consumers, and, therefore, marketers are directing ad spend toward TV for impressions and branding.
More than half of marketers are investing in TV ads, with 55% of brand, retailer and agency professionals currently spending on TV, including streaming.
Eighty percent of marketers said they're investing in impression and branding ads on streaming TV, making it the top type of streaming ad this year.
Seventy-nine percent of professionals stated they are investing most in impressions and branding ads in the next six months, up from two thirds last year.
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