ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences ACL Direct Promo · Nigerian Email Database We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences More than half (56%) of adults with a connected television (CTV) surveyed in five European countries, and 52% of those in Spain, said they were willing to see advertisements on television in exchange for free content in response to rising costs of streaming subscriptions, reveals a new consumer study commissioned by Samsung Ads Europe and conducted by Ipsos.
Samsung Ads Europe’s report, ‘The 2021 Connected TV Viewer’ comes from new research by Ipsos in which more than 5,000 consumers with a Smart TV in the UK, Germany, Spain, Italy and France were surveyed to explore more fully the market context and understand the cultural influences that shape the role of Smart TV in the home.
Advertising receptivity Smart TV users have a much more positive attitude towards advertisements on television compared to other devices and are at least twice as likely to consider them to be of better quality, entertaining and eye-catching, compared to advertisements on other devices In the home. 39% consider that Smart TV ads are of high quality, compared to 11% for mobile phones or 8% for laptops / computers, while 37% consider that Smart TV ads are entertaining, compared to 15% of mobiles and 8% of computers.
In this sense, the study shows that advertisers should offer better quality ads. In the words of Beatriz Pérez Montequi, Sales Director of Samsung Ads for Spain and Italy, “as consumers seek free television content with advertising, the end consumer expects high-quality content and advertising on the largest screen in their home. This reflects what we’ve instinctively known – to fit in a premium advertising channel, the ads must also be premium. ”
More than a television
Unlike traditional television, which is mainly a means of accessing only linear television, Smart TVs fulfill a series of functions and promote a range of uses that go beyond the classic entertainment experience in view, so Beatriz has indicated that “as the role of the television expands, this research helps to demonstrate the ongoing changes in the use of television, how Smart TV is used at home, and how viewers use streaming in their home. daily life”.
According to Pérez Montequi, Smart TV plays a fundamental role in users’ homes, “what we can see is that Smart TV is becoming a multipurpose facilitator for entertainment, connection, learning and more. Viewers’ willingness to watch ads in exchange for free content, combined with the perception of ads on television, is an exciting opportunity for advertisers trying to reach streaming audiences through ad-funded streaming platforms. ” .
In this regard, the report reveals that 38% of viewers viewed video websites such as YouTube or Dailymotion on their smart TVs in the last three months, while 27% have used their Smart TV as a music player and 19% to surf the Internet. The multiple functions of Smart TVs are reflected in the emotional needs that the audience considers that their Smart TV meets: 9% of respondents better identify their Smart TV as a source of education or training, 12% of the Smart TV audience have watched cooking videos and 10% have watched other types of tutorials through their Smart TV in the last three months.
Content overload management
Two-thirds of Smart TV viewers, -67% -, agree that they have more than enough choice when it comes to content to watch on the services to which they have access. However, the study highlights the role that Smart TVs can play for the public to quickly find the content they like. In this way, also two thirds – 66% – of Smart TV viewers suggested that the recommendations offered on their television screen based on the programs that they or their family have seen on the services are attractive.
At times when the Smart TV audience is unsure what to watch, only 21% go directly to an app, while 64% consult the information on the Smart TV home screen to make a decision. This shows that Smart TV can act as a gateway, reducing content overload for viewers and acting as a key portal to choose the best content.
Streaming as a shared experience
Almost three quarters – 72% – of European Smart TV users said they prefer streaming services when they sit down with other people to enjoy a program together (compared to only 18% who opt for linear TV); Likewise, 73% choose to use streaming to watch a whole night (compared to 19% who choose linear television). On the other hand, 78% of European Smart TV users opt for streaming when looking for something new to watch, and only 14% consider linear television as an option to search. However, live events, such as news and sports, are still largely linear experiences. Clearly, families with children have a greater commitment to both Smart TV and streaming.