Why Streaming TV Is a Must-Buy
鈥淥ur latest research shows the impact of advertising within quality content on Japanese streaming services and how Streaming TV鈥檚 premium environment generates outcomes unmatched by other forms of digital video.鈥
KEN HARADA
HEAD OF JAPAN, MAGNITE
Streaming TV delivers stronger ad recall than Video-Sharing Platforms.
Streaming TV鈥檚 premium content generates better recall for advertisers than ads shown within content on Video-Sharing Platforms.
Definitions: Streaming TV. All television content streamed via the internet regardless of the device it is watched on (also known as OTT). Video-Sharing Platforms (VSP). Apps that enable users to share videos with other users (e.g. YouTube, Niconico).
Base: 2 ad exposures; Source: 杏吧原创
Content quality affects recall.
Streaming TV鈥檚 high-quality content is a primary reason for extended viewing sessions鈥攃reating a highly involved audience that is open to receiving ads.
Streaming TV content is high-quality, long-form programming, including:
鈫 TV shows, Movies, Live Sports, News
Video-Sharing Platform content is mostly user-generated and short form, including:
鈫 How-to-videos, Product Reviews, Gaming Tips, Pranks and Fails
Strong recall translates into purchase behavior.
Streaming TV鈥檚 stronger recall translates into purchase behavior.聽
Streaming TV viewers pay attention to ads, find the ads they see relevant, and often discover new brands or products because of the ads they see on Streaming TV.聽
32% say they often make a purchase
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